Do all Marketing Activities need a Strong Call to Action?
POINT: Paul Williams Call now! Click now to sign-up! Subscribe today! Each of these is a call to action. We marketers put ‘em everywhere. The call to action is the punctuation at the end of our advertising message sentence. Dear Customer, now that we have conveyed to you how great and valuable this product or service is… Here’s what to …
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How do you get Employees to “Live the Brand”?
POINT: John Moore Give employees a mantra to follow and not a manual to read. Every retailer gives training sessions to employees on how to deliver customer service, which is another way to say, “living the brand” at the store level. Trainers for these sessions walk employees through a manual about the do’s and don’ts of living the brand through …
Read MoreDoes the Personality of a Brand Need to Be Reflective in All Marketing Activities?
POINT: Paul Williams A brand, doing its job well, shows personality in all it does, not just marketing. The way they greet customers. The wording on their packaging. The way they answer the phone. All should show that personality. Problems arise when brands do things that are not congruent with their perceived personality.
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Why is a Brand Style Guide Important?
POINT: John Moore A Brand Style Guide is important for businesses of all sizes. It’s a must have when working with outside vendors and with departments inside a company to ensure everyone is using the company’s logo in a consistent and correct manner. The size of your business will determine the level of detail needed in a Brand Style Guide. …
Read MoreAre Taglines Important?
POINT: Paul Williams Back in the days when there were three or four channels on TV and nearly every product had a jingle, taglines were the norm. A smartly turned phrase paired with a simple, catchy jingle – we’d end up humming it aloud. Humming all the way to the checkout lane. Nowadays, with so many product choices and so …
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