When Does “Edgy” Marketing Go Over the Edge?

April 30, 2013 By Leave a Comment

Have you seen the new “Ship My Pants?” ad campaign from Kmart?

The TV spot is a viral sensation with nearly 16 million YouTube views. It’s been featured on CNN and The Today Show and it’s everywhere on social media.

But just imagine the discussion that took place at Kmart when the company’s ad agency, Draftfcb Chicago, proposed an idea that sounds a lot like what happens when you don’t have time to make it to the bathroom.

When is “edgy” marketing over the edge? Would you have said yes to “ship my pants?”

Sometimes it’s hard to know where to draw the creative line in marketing. Here are 10 tips for your smart marketing strategy.

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Filed Under: Advertising, Branding Strategy, Creative, Marketing Campaigns, Marketing Strategy, Public Relations, Sales Strategy, Social Media, Uncategorized Tagged With: , , , , , ,

A Peek Inside the C-Suite: CMOs Re-define Marketing’s Role

April 16, 2013 By Leave a Comment

Chief marketing officers at top companies are using customer insights and passion to build brand equity and increase the strategic value of marketing within their companies, according to new research by Dr. Rachel Talton, an award-winning marketing and branding consultant, researcher, and author in Cleveland, Ohio. Here’s what Talton has learned about today’s CMOs and some tips for how marketing agencies can help clients create smarter marketing strategies.

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Filed Under: Advertising, Branding Strategy, CRM, Marketing Campaigns, Marketing Strategy, Uncategorized Tagged With: , , , , , , , , , , , ,

More than Swag: Why Branded Premiums are Smart Marketing

March 12, 2013 By Leave a Comment

Branded premiums and promotional products can be an extremely effective tactic in a smart marketing strategy, especially for business-to-business (B2B) marketers. Here’s why you should be using branded premiums and seven tips for selecting a premium for your business.

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Filed Under: Advertising, B2B Marketing, Branding Strategy, Creative, Direct Mail Marketing, Direct Marketing, Marketing Campaigns, Marketing Strategy, Sales Strategy, Uncategorized Tagged With: , , , , , , , , , , ,

7 Tips for Creating a Powerful Tagline for Your Brand

February 19, 2013 By Leave a Comment

A brand identity is an organization’s public face. The visual representation of a brand – the logo – is often paired with a short marketing tagline that positions and differentiates the brand in the marketplace.

The tagline’s role in branding is straightforward: Communicate the company’s most important advantage, benefit, or point of distinction in a few compelling words.

But it’s harder than it looks – and most marketers fail.

In part two of this two-part post, here’s advice for creating a powerful positioning tagline for your brand in a smart marketing strategy.

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Filed Under: B2B Marketing, Branding Strategy, Creative, Marketing Strategy, Uncategorized Tagged With: , ,

Branding Strategy: The Power of a Positioning Tagline

February 14, 2013 By Leave a Comment

Which candy “Melts in Your Mouth, Not in Your Hand”? Which car is “the Ultimate Driving Machine”? Which auto insurance company puts you “in good hands”?

If you’re an American consumer, you know the answers to these questions without even having to think, because smart marketers like Mars, BMW, and Allstate have created unforgettable positioning taglines that have become powerful components of their brands.

What is a positioning tagline? Does your brand need one? And how do you create a great one?

In part one of a two-part post, I explain why marketers use taglines in branding. In my next post, I’ll share seven tips for developing a tagline for your brand in a smart marketing strategy.

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Filed Under: Advertising, Branding Strategy, Creative, Marketing Strategy, Uncategorized Tagged With: , , , ,
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