One of the most important concepts to understand when promoting your business is the natural tensions between brand advertising (branding) and direct response advertising. When you receive a mailer telling you that your local Ford dealer is having a year-end clearance sale, that is direct response advertising. After the sale is over, the dealer can […]
I’m willing to guess that you’ve given some thought about how your communication looks. You probably have nice stationary and many of you also have figured out how to send emails that include your company logo. But, have you considered how your invoice should be designed in terms of how it looks from a graphics […]
Sometimes, there’s a misconception that the biggest brands have it made once they reach the point of being a household name. It’s easy to think that all they have to do is maintain the status quo and coast, while the cash rolls in. But this is far from the reality. In fact, some of the […]
By Dan Coughlin Every company regardless of its size or industry shares several common factors. Intentionally or not, every company has a reason for existing beyond making money, a strategy, tactics, operations, a level of execution, leadership, teamwork, and interfaces with people in the marketplace. In this article, I want to focus on that last […]
Two guys are out hiking through the Badlands in South Dakota. One grabs a stone from the trail, turns quickly, randomly hurls the stone as far as he can into the distance, and proudly pronounces, “Got it!” The pair share a little laugh and move on. Here’s the lesson: If you’re aiming at nothing, you’re […]