Building Databases

Do you have the best possible database, and are you putting it to the most effective use? Technology – especially the Internet – has provided the greatest opportunity in history to acquire information about customers and potential customers, and fine-tune that information for an unprecedented level of accuracy in targeting…

Vendor Relationships

The odds of an ad agency seeking the help of a trusted vendor for project completion are pretty good. A vendor or subcontractor, as most describe it, can be used for any outside service that an agency doesn’t normally do in-house, from producing T-shirts for promotional events to interactive web…

Breakthrough Products

You may be introducing a breakthrough product at your industry’s major trade show – a product that represents an industry and/or technological “first” destined to change the face of the industry. But be sure your advertising and marketing effectively positions your product so that its significance is clear, or…

Brand Identity

Just like brands, there are thousands of comedians. Also just like brands, a very privileged few achieve stardom. But the manner in which Kathy Griffin created her own brand identity to reach to top of the industry holds some lessons that can be learned by others. Griffin had enjoyed…

Brand Relevance

Brands that don’t keep up with changes in the market fall behind. This is an obvious observation, yet one that you should say out loud to yourself, your R & D department, marketing department and any other relevant people in your company on a regular basis. Coming off of…