Last year, The New York Times Magazine reported on a survey of swing voters that asked a very interesting question: what do you associate with the words Democrat and Republican? This is a branding 101 question, designed to elicit top-of-mind values for the respective party brands. The results are seen […] keep reading
Do you speak Logo? Top five best practices for discussing logos
Everyone in marketing (and many more who are not) is comfortable discussing promotional tactics such as ads, online activities and TV commercials. We are exposed to these media every day, and there are columnists who critique and help us build our promotional literacy. Not so for discussions about logo selection. […] keep reading
Playing tennis without a net: how promotional concepts achieve little when they ignore branding
Over the past many years, my healthcare clients have been hesitant at times to put forth a robustly branded campaign out of concern for alienating the promotional vendors who are responsible for implementing the branding guidelines when developing tactics. To be more clear, the concern is that a well-branded tactic […] keep reading