Project Clarity

AdWeek reports that the NFL is taking back control of its website from CBS Sports. For the fan, this means increased film footage, both current and archival, which represents a tremendous plus.
For the league, this represents the next step in gaining control of what could be considered its intellectual property.
“The ability to control your […]

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Smart people will tell you that if you’re selling a service (a broad term, I know) you need to focus on selling the process and not the product.
What they mean is that you sell your expertise and experience along with the thing that you deliver to them. There’s a couple of reasons for […]

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In the blog On Message from Wagner Communications, John Wagner strikes a chord with any of us who try to help companies tell their story.
Fear of failure with regards to innovative marketing tactics and non-selling storytelling approaches kills many great ideas.
We must acknowledge that consumers today are more adept at sorting through sell messages and […]

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In quick and visual fashion, David Armano shows how to use Widgetbox to link your static website to your related blog.
That done, the challange becomes remaining true to your blog’s mission all the while knowing your entries are now filling your homepage. An interesting system of checks and balances for your overall online strategy.

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When The Richards Group landed the Motel 6 account, their charge was to increase room-night stays at this national discount motel chain. The Dallas-based ad superstars had the luxury of planning and strategy, even calling for the chain to STOP advertising while The Richards Group and the motel collaborated on a strategy. First the group […]

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There’s no place for “Word of Mouth” within a marketing strategy or on a tactical marketing plan. That’s like bringing your toothbrush on a first date. Optimistic, yes. A reliable strategy or tactic, no. Word of mouth is something that’s achieved through superior product or service design, proper positioning, and just a good product or […]

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