Avoiding the Mushy Middle

All too often, businesses and brands react to the success of a competitor with a “me, too” response that attempts to duplicate the strategy that made the positive difference. What actually happens instead is that the “me, too” brand/business winds up in a worse position than before because identifying…

Winning the Name Game

The age-old question, “What’s in a name?” takes on great importance when it’s time to bestow one upon a new product or brand. Although lovestruck Romeo concluded that a rose by any other name would smell as sweet, try convincing consumers that a subwoofer christened Whisper will make buildings crumble…

Make Your Website Sticky

Your website may get plenty of hits, but do visitors stay long enough to absorb your company’s message before clicking to the next destination in the World Wide Web? Here’s how to increase its “sticky” power: Make the Home Page Pop
Animation and music provide a sense of arrival for visitors,…

Direct Marketing

For many companies it’s pure hell to decide which advertising medium to use, especially in today’s tech-driven, economically challenged environment. One bad decision could cost a company their entire marketing budget, so how do they decide which medium is right? There’s the Internet, newspapers, magazines, television, radio, social media…

Powering Up Product Design

Consumer demand for good product design is driving the phenomenal success of Apple’s iPod, Target stores and even a wastebasket – namely, the Garbo, designed by Karim Rashid for Umbra. Manufacturers who ignore the importance of industrial design do so at their peril, sure to be overtaken by competitors whose…