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…

Cutting-Edge Collateral

Just as you bring to market exciting new products that inspire customers to buy, remember the importance of also providing them with exciting new collateral to generate enthusiasm while conveying the vital information about product features and specs. Because every corporate pocket folder package, brochure, handout and sell sheet represents…

Listen Up Pitches

The Pitch Process from a Creative’s Mind Before I begin, this behind-the-scenes look through a creative’s mind can be a little scary. I promise to stay on track and stick to the subject matter of what a pitch entails…or at least mention what it should entail. Let’s start with the…