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
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
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
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
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
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