Archive for the 'Marketing' Category

20
Jan
10

Understanding the purpose of a logo.

This post from Brian Hoff, owner of The Design Cubicle explains what a logo doesn’t need to be or do. It’s easy for designers to moan about a client’s requests and their lack of knowledge about design. But the fact of the matter is, it is the responsibility of the designer to define the purpose of the design before creating it. This post does the job for you take a look.

Read source article…

16
Dec
09

Peter Andre busking for Coke

Well it’s not quite as scandalous as the title might suggest, but to follow my previous post about Coca Cola paying buskers to play ‘Holidays Are Coming’ on the London Underground, Peter Andre will hold a one-off performance for shoppers at a mystery outdoor Central London location in partnership with Coca-Cola.

Andre will sing his current single, ‘Unconditional’, as well as a selection of festive songs. The event will help to raise funds and awareness for 95.8 Capital FM’s, Help a London Child, which helps London’s less advantaged and most vulnerable children and young people. 

Coca-Cola’s sponsorship of the 35 pitches began on 30 November. It supports its TV activity which rolled out 14 November.

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08
Dec
09

Ballantine’s Dancing Whisky Bottle

More booze news, Ballantine’s Whisky has launched a new self illuminating bottle which displays a graphic equalizer and reacts to the sound of music. The concept was created by London-based packaging agency The Core to reinvigorate the on-trade arm of the 182 year old brand.

When it comes to whisky, tradition often lies at the heart of the brand, devices like family crests, wax seals and tartan are synonymous with the big players in whisky. Ballantine’s have made a brave choice here, I for one am not going to try and predict the effectiveness of this campaign, but on a personal level, I think scotch whisky should be proud of its heritage, it should be quiet, refined and intelligent, unlike this new bottle which to my mind is loud, brash and ultimately just a bit trashy. Perhaps it’s aimed exclusively at footballers and that Danny Dyer idiot.

08
Dec
09

Ad of the day – The 25yr Absolut vodka campaign

For 25 years Absolut Vodka used their iconic bottle as the main focus of their every advert. Known as one of the most famous and long running print campaigns of all time, I’ve paid homage to it today in this collection of some of the Absolut Places prints, which use famous landmarks, shapes and other geographical or social references to create the Absolute bottle shape. Just imagine how much fun the art director of this campaign must have had. There’s over 1500 prints in the entire collection, but here are just 75 of the best. I love them, I hope you do too!

Absolut changed their print campaign in 2007, deciding not to focus on the bottle so much, instead they have created an imaginary Absolut World, where men can have babies, taxies are Porches, and Times Square has art instead of adverts. If you’re really geeky like me, and you want to see more Absolut prints, go to http://absolutad.com/absolut_gallery/singles/.

01
Dec
09

5 Myths of Branding Busted

Time and again we all see businesses throw lots of money away trying to grow their businesses with traditional branding techniques because everyone else is doing it. These branding myths can break a company before it even gets off the ground. Times have changed–technology has created new ways to build and brand your company; traditional techniques don’t always work anymore.

Myth 1: Offering a consistent and great product will produce a successful business.

Is the quality of your product or service important? Of course it is, but it has very little to do with how successful your new or established business will become. The truth is that some very profitable, successful brands offer a marginal product while some failing businesses offer amazing products. The success of your brand venture is dependent on much more than just the quality of your product. Don’t fall into the trap of thinking that creating the perfect product or service will have the world beating a path to your door. Your superior product or service will make you proud, but it won’t make you money by itself. 

Solution: You can always launch a beta test for your product or service to start getting exposure.  Post on social networking sites and ask readers for their opinions and feedback. A great way to start to build your e-mail list is to post on a social network and link back to your site with e-mail capture and a survey readers can download and participate in. Make the survey about them, not about you or your product or service.  

Myth 2: The more you spend on advertising, the more profitable you will become.

You’ll hear this mantra from every advertising salesperson out there. Unfortunately, constant repetition gives this myth credibility. If you do anything in business just because it’s what everyone else is doing, you’re in big trouble. Many current brands spend huge amounts of money on their monthly advertising budget; most of this money is wasted on ineffective ads. There are much smarter ways to build a brand. Don’t get me wrong; there is a place for advertising in branding–but it’s brand maintenance, not brand building. Advertising lacks the credibility that building a brand requires. 

Solution: The best way to build credibility is to utilize the media. Online, print and broadcast media outlets are looking for quality content and contributors daily. Offer valuable tips tied into current events for readers, viewers and listeners. You’ll gain massive exposure and credibility if your campaign is planned and executed properly. 

Myth 3: Word-of-mouth and referrals will make you a successful, profitable business.

This myth is the major cause of failure for underfunded startup brands. I’ve heard many new business owners say that they don’t spend a penny on advertising or any other branding method because they’re waiting for “word-of-mouth” to kick in and build their brand. Years ago this was possible; in a small industry without a lot of brand competition or mass messaging, it didn’t take long for word to spread. Those days are over, though. With a different customer attitude and the many options available to the consumer, waiting for word-of-mouth to build their brands leads many businesses to shuttered doors. It’s a great way to increase business over time, but it isn’t something to base your business plan and success on. It isn’t proactive, and it simply doesn’t work in today’s competitive climate. It’s wishful thinking, not a realistic business plan. 

Solution: A great way to build a list and incorporate word-of-mouth into your marketing is to launch a blog. They’re free to set up and, if used correctly, you’ll not only engage your potential customer, but you’ll also build loyalty and word-of-mouth. Blogs provide valuable content for your customer in your area of expertise. They’re excellent education and relationship-building tools. 

Myth 4: You need to possess a wide range of skills to become a successful entrepreneur and brand.

I’ve met many personable, skilled, well-organized, business-minded individuals who failed to create a profitable brand. If you’re great with people, a real motivator, good at accounting and a hard worker, yes, you’ll have an advantage. But the truth is that even if you have none of those skills or attributes, you can still run an extremely successful brand. There’s one brand-building skill that most businesses don’t even consider. If you master this skill and make it your No. 1 priority, you can launch as many successful brands as you wish. Here it is: daily marketing. Notice I didn’t just say marketing, I said daily marketing. I’ve never met a business owner who made this task his or her No. 1 priority and didn’t succeed.

Solution: What are you doing every single day to market and grow your business? Commit to doing five new things each day to grow your business–make that call, post on a new site, launch a blog, release an article. Your business is likely to grow by leaps and bounds almost overnight.  

Myth 5: The costs to brand your business (including advertising, PR, marketing and social media), are enormous.

So many people believe this myth that it’s practically written in stone. Yes, many new brands fail because they lack funding. But you don’t need to spend a fortune to launch or grow a successful brand. I started my business with no capital, using all of the tools available on social networks and through online and print media. You should focus on marketing to larger markets online and build your credibility through media features and placements. 

Solution: You can reach hundreds, even thousands, of new contacts and potential customers or clients using online tools such as Twitter or LinkedIn.  Another great way to get exposure for your business is to contact local media outlets and persuade them to run a feature on your business. Even if you’re looking to expand worldwide–start close to home. This type of coverage shows larger-scale media outlets that you’re newsworthy.

26
Nov
09

10 great reinventions of the business card

I try and go to as many networking events as possible and get as many cards as I can get my hands on, some of them are great, some are ok, and others are just boring. When you think about the job of a business card, it’s really simple; it must say hello, my name is __________, and this is what I do. Here are some great reinventions of that concept, they do their job perfectly, but very differently. They’re fun, they’re effective and they’re sure to stick in the mind of the viewer.

Check out this classic business card scene from American Psycho http://www.youtube.com/watch?v=qoIvd3zzu4Y

17
Nov
09

King of Shaves wants to borrow your cash

The massive shaving brand King Of Shaves is hoping to get funds to boost it’s marketing budget by asking 5000 customers to lend the company £1000 each!
Will King, founder of the brand announced the sale of these “shaving bonds” live on Radio 4 today saying…

“You have my word as a non-politician that the proceeds of the Shaving Bond will be used solely for marketing and promoting the King of Shaves brand to those yet to experience ‘The World’s Best Shave’… the brand will give investors free King of Shaves products and a limited edition mirror finish Shaving Bond certificate.”

Wait, did he say mirror finish? Where’s my cheque book?




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Jon Green
Wirral
Merseyside
United Kingdom
Jon_G@live.co.uk

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