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creative briefs |
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We all agree that the web is indispensable to organizations today. Right? But you can't just build a site and stick it out there in hopes that people will visit.
WebWorkerDaily has some tips on improving your web traffic.
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What are the key elements in advertising today? According to Richard Bronshvag, Group Creative Director at ad firm Dailey And Associates, it's all about creating a mythology. Watch this interview at BNET.
While we are on the subject of advertising, let's turn to the art and science of ads. This fascinating piece from Grok shows how the use of visuals can affect ad readership.
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William Faulkner once said of Ernest Hemingway, "He has never been known to use a word that might send a reader to a dictionary."
As marketers, we are always encouraged to be like Hemingway - use simple words. But is that always best?
MarketingProfs has an article that calls that old saw rusty. Interesting vocabulary, the authors of the piece say, makes marketing stand out in a sea of sameness. |
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Hello, [firstname]. Who owns a brand? Let's talk about that this time in Think. Help us reach more marketers. Please use this button to [forwardimage] this to your colleagues. Let's get going. |
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Creatively yours,
Harry Hoover
harry@my-creativeteam.com |
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It's Not Your Brand  |
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By Harry Hoover
Many marketers see their brand as an asset they own. Not true. I'm not arguing that the brand is worthless. I'm just saying you don't own it. You never have. And in today's web 2.0, social media world, you never will.
I laughed out loud when I ran across this from Citi's Chief Marketing Officer. She was on a social media panel talking about her decision not to dive into social media, nor let consumers have free access to the company's graphics.
"We're not there yet, and we're proceeding very cautiously," said Lisa Caputo, Citi's first company-wide CMO. "I am very loath to put it (the brand) at risk and let some individual do what they want with it."
Lisa, Lisa, Lisa. Thanks to all the social media tools in the market, consumers already are getting your logos and doing whatever they want with them anyway.
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Go Hoarse Telling A Good Story |
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By Mark Harrison
The steps you take to brand and market your professional services firm is not radically different from your steps up the corporate ladder. In either case, it's typically not an overnight accomplishment - and if it is, you've probably done something disingenuous or perhaps illegal to get there. Is that the "60 Minutes" van outside?
Selling services is selling people - primarily yourself and secondarily your firm as a group of diverse people with a similar, cohesive goal. So, where do you start building that brand and planting the seeds that grow the elusive word-of-mouth success?
Start with your cube neighbors. Do they know what you're about and what you're doing? Can your employees, associates, partners, accountant, attorney, and current customers recite your elevator pitch? Are you staying in contact with them with news, developments, accomplishments? It's a captive audience and can be your biggest advocate.
Don't set off the BS alarm. Start with talking in plain English, everywhere. On your website, in written and oral communications, in your collateral material. Buzzwords are for you and your comrades. The people don't get them and glaze over when you use them. Not a good thing.
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