Project Clarity

Seth Godin blogs on cheap advertising (off-peak AM radio, inexpensive banners), raising the question: do cheaper media choices dictate sub-quality messaging? I don’t think so. Clear messages can cost much less than even the cheapest media campaign; many times it’s just a matter of investing a little time and brainpower.
Even the classic “I’ve […]

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From product and service attributes all the way down the line to product delivery and subsequent customer support, branding opportunities permeate B2B touchpoints. Harry Hoover, in his Think blog, unearths a great article from bnet on branding products and services in the B2B world.
Here’s a simple, yet tried-and-true tactic from the article:
“In many industries, […]

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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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Previously, I wrote about how RSS could replace e-mail in terms of catering more to the individual’s preference for receiving opt-in information.
Chris Garrett makes an excellent point on this need for more personalization in RSS, calling for a next-generation RSS that would allow the feed to recognize and acknowledge the person reading the information. […]

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Apparently, a deal from Geico fell through in which the lizard would have become exclusive corporate sponsor for the George Washington Bridge to the tune of $3.2M in exchange for some “guerilla advertising” opportunities at the toll booth.
The Port Authority balked at the offer, but left the door open for another bridge sponsor to step […]

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Mini, at the suggestion of its agency Butler, Shine, Stern and Partners, created a voluntary participation program in which select Mini Cooper owners attached an RFID fob to their keychain containing personal information such as occupation, birthday, etc.
The agency purchased billboards with LCD displays that read the passing RFID signals and flash: “Mary, moving […]

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Brian Clark of Copyblogger writes, “RSS feeds solve all the problems that spammers and bad marketers created with email, because it puts control back in the hands of the subscriber.”
RSS could put the power back with the subscriber. Good for the subscriber. Did you really want to read all those newsletters within your […]

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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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In his book Your Marketing Sucks, Mark Stevens does a great job of making traditional advertising and marketing agencies uncomfortable, which is a good thing. He writes about measuring EVERY marketing tactic for ROI. He writes about stopping and changing those which don’t work. And he calls bs on the branding and image mystique many […]

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