The best projects are the ones where the designers and copywriters work together from the start. Designers often prefer to design with ‘real copy’ rather than placeholder text anyway. And if the copywriter gets involved early on, they… Read More

Find the market niche first, and then make the remarkable product – not the other way around. Purple Cow by Seth Godin

Market share is not based on merit, but on the power of the brand in the mind. In the long run, a brand is not necessarily a higher-quality product, but a higher-quality name. Of course, customers can have… Read More

Calls to action are vital. Since visitors create their own journey through a site, you ahve to give them lots of options on every page. And you can’t control their point of entry, so you must persuade them… Read More

A slogan that accurately conveys the essense of your remarkable product is a script. A script for the influencers to use when she talks with her friends. And best of all, the script guarantees that the word of… Read More

Many manufacturers are their own worst enemies. What are line extensions like light, clear, healthy, and fat-free actually telling you? That the regular products are not good for you. The 22 Immutable Laws of Branding by Al and Laura Ries

Jacob Neilsen’s ‘Rule of Twos’ asserts that online readers focus on the first two words of a sentence, the first two sentences in a paragraph, and the first two paragraphs on a Web page. So good writers look… Read More

In almost every market, the boring slot is filled. The product designed to appeal to the largest possible audience already exists, and displacing it is awfully difficult. Purple Cow by Seth Godin

Like any other high-profile industry, the Internet has attracted thousands – if not millions – of players. And most will fail. The 22 Immutable Laws of Branding by Al and Laura Ries

Giving is the best communication. True Move H Mobile advertising

Don’t ask “What’s the next big thing?”. Ask “What’s the next big culture?” Alexis Madrigal

Marketers constantly run branding programs that are in conflict with how people want to perceive their brands. Consumers want brands that are narrow in scope and are distinguishable by a single word, the shorter the better. But marketers,… Read More

Failure is simply the opportunity to begin again, this time more intelligently. Henry Ford

When you have a large number of customers, you can’t get to know all of them intimately and so you must make certain assumptions about them. But when you have a small startup your customer base is smaller… Read More

Marketers often confuse the power of a brand with the sales generated by that brand. But sales are not just a function of a brand’s power. Sales are also a function of the strength or weakness of a… Read More

The FUDing creative angle: FUD stands for Fear, Uncertainty, and Doubt. Ask consumers if they are confident, feel safe, know all the risks, and they’re likely to begin to feel unconfident and insecure, and will want you to… Read More

Advertising is not why we pay attention. Yet marketers must make us pay attention for the ads to work. If they don’t interrupt our train of thought by planing some sort of seed in our conscious or subconscious,… Read More

If your competition is weak or nonexistent, you can often increase sales by weakening your brand. You can therefore draw the conclusion that line extension works. But in doing so, the only think you have demonstrated is the… Read More

When information becomes cheap, attention becomes expensive. So you should feel priviledged when people took time out of their day to visit your website. Give them more of what they want and less of what they don’t want…. Read More

Knock the competitor creative angle: This is not something to be done overtly, although references can be made to well-known products and any shortcomings they may have. Comparison advertising is often as simple as showing similar people in… Read More