Photography and your brand: Do you have a unique, recognizable style? Tips to ensure you don't look like everyone else. Especially competitors.
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2005 Newsletters
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Corporate Magazines: 9 FundamentalsIssue Number 5 | November 2005 You communicate with customers daily — pushing promotional material their way. Ads, brochures, marketing materials, mailings, your Web site. The questions is: How do you pull customers in, engage them with deeper content, present a point of view that isn't overtly promotional? You create a corporate magazine. Unlike marketing materials, a corporate magazine speaks with an independent, journalistic voice that's interesting to your customers — and favorable to your company. If done right, your magazine will gain a strong readership and demonstrate that your company is committed to sharing information, rather than just selling. Corporate magazines are becoming an increasingly important component in the marketing mix, whether they're distributed in print or online. But how do you go about creating one? And how do you sustain the effort? These nine fundamentals will put you on the path to success. |
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Packaging: 10 Critical ConsiderationsIssue Number 4 | October 2005 Does your product packaging capture attention? Have personality? Communicate the attributes of your brand — instantly? Is it recognizably yours? Remember: Packaging is your brand rendered in 3-D. This means that, to many customers, the product is the package — and the package is the product. "The physical manifestation of a brand is shockingly important," says renowned management expert Tom Peters. Whether your product is consumer or business-to-business, a strong, consistent packaging strategy is a must. Before you roll out or redesign your packaging, take a minute to consider these 10 tips — to ensure that your packaging has real presence. |
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Product Launches: 7 Marketing MustsIssue Number 3 | September 2005 A jolt. That's what you want from your product launch. An impact that will ripple through your customer base, resound with your prospects, and shake up your competitors. Smart, strategic launches always create a jolt. It's the way to jumpstart a product, gain market share, enhance a brand. But how do you create that jolt? Whether your launch is for an entirely new product or a line extension, these six marketing musts will put you on the path to success. |
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Annual Reports: 7 Success FactorsIssue Number 2 | August 2005
Does your annual report exude confidence? Does it immediately engage shareholders, analysts, employees? And tell your story with skill and style? The annual report is one of the most important communication tools you will produce this year. Its design represents and embodies top management. Yet many organizations overlook its power to shape opinion. Whether your annual report is printed, offered online as a PDF, or — the most effective choice — printed and presented online as a truly interactive report, these seven fundamentals will ensure its success. |
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Idea Generation: 7 Surefire StrategiesIssue Number 1 | July 2005
Stuck? Fresh out of ideas and facing a deadline? Perhaps you're charged with updating an aging Web site. Or you're launching a product and don't know how to name it, package it, differentiate it. Or you need a compelling campaign theme to carry you through next year. Or your sales force is demanding better, more relevant tools — now. Whatever your challenge, these seven strategies can help you generate ideas quickly and painlessly. |
