WEBSITE DESIGN: FORM FOLLOWS…WHAT’S THAT AGAIN?
Image via Wikipedia Is web design is at a crossroads? After reading an article last week in the Washington Post on redesigning Facebook, I began to wonder about this question in new ways as it relates...
View ArticleThe Marketing Persona — A Deeper Look at Your Target Audience
Most of us in marketing communications use terms such as “target markets,” “stakeholders” or “members” to define our audiences. We think we know who they are, but how we connect with audiences has...
View ArticleThe Marketing Persona: Building Blocks
The ancient Native American saying “Do not judge a person until you’ve walked two moons in their shoes” captures the thinking behind the marketing persona. Crafting personas requires getting into the...
View ArticleThe Marketing Persona: 4 Benefits of Using a Persona
I was thinking about how teams prepare to play each other during March Madness. All of them use scouting reports that outline the unique ways a team likes to play. The reports are fairly basic, but...
View ArticleApple iPad: Life at the Speed of Touch
Before its release, many were wondering what it would take to save publications. Now unveiled, iPad’s taken criticism for not being the publishing breakthrough that some expected. I’d like to challenge...
View ArticleVideo Production: The Four Ps
Videos are fast becoming a key platform in the communications marketplace. US Internet users watched 14.8 billion online videos in January 2010, making YouTube the second largest search engine. Your...
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Branding Your Organization: How to Stand Out on the Dance Floor
Image via Wikipedia At a recent conference, one of the speakers iterated “Your brand is not your logo!” Many people reacted with surprise. As we start this series, it’s important to appreciate the...
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Brand Position: Promises, Promises
“Promises are like babies: Easy to make, hard to deliver”—unknown “It’s not about pop culture, it’s not about fooling people, and it’s not about convincing people that they want something they don’t....
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THREE THINGS TO LEARN FROM “GAP GAFFE”
Image via Wikipedia Some folks have had quite a bit of fun with Gap’s recent logo gaffe. The new logo launch lasted 4 days and was then recalled. The issues on this topic have been fiercely debated in...
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