Can a successful brand appeal apply to everybody? No. No one brand can possibly have a universal appeal. The 22 Immutable Laws of Branding by Al and Laura Ries

Your Web site for new prospects should be small and fast and simple, and it should collect e-mail addresses in exchange for a promise of a benefit. Once you collect that data, care for it. Permission Marketing by Seth… Read More

You can contribute to the ugliness of the world or you can contribute to its charm. Emotional Branding by Marc Gobé quoting Steve Hayden of Ogilvy & Mather

Exaggeration vs. Contrivance. A lot of great ads have managed to exaggerate things in order to get the idea across to the consumer. However, very few great ads successfully contrive things. The reason why exaggeration is better than… Read More

Designers need two sorts of knowledge: the first is technical/professional; the second is cultural/political. Graphic Design: A User’s Manual by Adrian Shaughnessy of United Editions

Most companies are so afraid of offending or appearing ridiculous that they steer far away from any path that might lead them to this result. They make boring products because they don’t want to be interesting. Purple Cow by… Read More

Blogs usually take one of two forms: commentary or diary. In the business world the online dairy is of little interest; it is the commentary approach that is proving to be so effective in reaching and developing a… Read More

We create parts in branding, in brand design, in graphic design, we constantly are creating something to represent the whole. It could be something as straight forward as a logo that represents a whole, or the brand, a… Read More

By using people (in your ads), you are forfeiting a number of useful tools, such as visual simile, symbols, and other analogies/visual metaphors that often produce a quicker, more creative solution than an ad with people in it…. Read More

We need to speak with people from other disciplines; we need to watch and study; and once we’ve done all these things we need ot keep doing them. But most of all we need to read. Graphic Design:… Read More

How are your visitors using the site? People search and scan online, they don’t read, so the copywriter has to shape the text into very short nuggets that make perfect sense on first sight. Content is accessed randomly,… Read More

The obvious winners are the mid-sized and smaller companies looking to increase market share. These are the companies that have nothing to lose, but more important, they realize that they have a lot to gain by changing the… Read More

Does quality matter? Absolutely. But where does the concept of quality reside? Quality, or rather the perception of quality, resides in the mind of the buyer. If you want to build a powerful brand, you have to build… Read More

It has been said that being a good art director is simply about looking at things differently from everyone else. A poster should be something nobody has seen before- that’ll get it attention. Advertising Concept Book (Second Edition) by… Read More

Leading refers to the horizontal space between lines of text as is important to the text itself. Get it right and text becomes inviting. Get it wrong and we run the risk of rendering text unreadable. Too much… Read More

You can’t just sit down and write good copy all day long. I surround myself with books, and make myself choose one of these, open it up, and find a word at random, which I then force myself… Read More

The best the timid can hope for is to be unnoticed. Criticism comes to those who stand out. Purple Cow by Seth Godin

Saying a product is ‘the best’ is too easy and too generic. Think of all the products in the world that would like to say ‘best’ if they could. Advertising Concept Book (Second Edition) by Pete Barry

When you narrow your focus, you become a specialist rather than a generalist. And a specialist is generally perceived to know more, in other words to have ‘higher quality,’ than a generalist. The 22 Immutable Laws of Branding by Al… Read More