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Category Archives: Branding
Self-Interest Is A Good Thing…When It’s Your Audience’s
When you write a Facebook post, what are you thinking about at that moment? Are you thinking, “I want my readers to know this!”? Are you thinking, “We need to increase our call volume!”? Or possibly, “We need more Facebook … Continue reading →
Posted in Advertising, Branding, Creativity, Marketing, Media, Research, Sales & Marketing, Social Media, Strategic Planning, Strategy, Uncategorized
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Tagged Advertising, branding, Creativity, Dan Katz, LA ads, Marketing, Messages, Research, Response, Rolf Gutknecht, Sales & Marketing, Strategy, Value proposition
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Marketing Lessons learned from “The Voice”
Over the years, there’s one TV show that I make a point of watching and it’s “The Voice.” It has nothing to do with me fashioning myself as a singer and secretly wishing I was up there performing. In fact, … Continue reading →
Posted in Advertising, Branding, Creativity, Direct Response, Marketing, Media, Online Marketing, Sales & Marketing, Social Media, Strategic Planning, Strategy, Uncategorized
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Tagged Advertising, Bill Bernbach, branding, Creativity, LA ads, Marketing, Marketing Plan, Messages, Response, ROI, Rolf Gutknecht, Sales & Marketing, sizzle, Social Media, Strategy, The Voice, Value proposition
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Ticking off the Competition
One of the most challenging efforts in marketing is having any sense of whether or not a new campaign will work before it’s launched. Even with the most scientific eye-movement copy-testing, focus group testing, or man-on-the-street intercepts, you never really … Continue reading →
Posted in Advertising, Branding, Creativity, Marketing, New Business, Online Marketing, Production, Research, Sales & Marketing, Social Media, Strategic Planning, Strategy, Uncategorized
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Tagged Advertising, branding, commercials, Competition, Creativity, LA ads, Marketing, Marketing Plan, Media, Messages, Research, Response, Rolf Gutknecht, Sales & Marketing, Strategy, Tactics, Value proposition
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You’re acting like a child. Good for you!
At the beginning of my career, I was fortunate enough to have taken a class at UCLA taught by two great names in Los Angeles advertising, Jean Craig and Jack Foster. Some of the most innovative, freshest advertising in the … Continue reading →
Posted in Advertising, Branding, Creativity, Marketing, Production, Sales & Marketing, Uncategorized
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Tagged Advertising, branding, Creative Process, Creativity, Dan Katz, LA ads, Marketing, Messages, Rolf Gutknecht, Sales & Marketing, Social Media, Strategy, Tactics
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Super Bowl Advertising with Socks Appeal
First, a cork-popping congratulations to the Broncos, and condolences to all the Panthers fans. Now comes the Monday-morning quarterbacking and all the after-game analyses, almost as much fun as following this year’s election season! But personally, I think the big … Continue reading →
Posted in Advertising, Branding, Creativity, Marketing, Media, Sales & Marketing, Strategic Planning, Strategy, Uncategorized
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Tagged Advertising, Christopher Walken, commercials, Creativity, Kia Optima, LA ads, Messages, Rolf Gutknecht, Sales & Marketing, Strategy, Super Bowl, Super Bowl commercials, USP, Value proposition
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Looking Back to the Future
“Life can only be understood backwards; but it must be lived forwards.” – Soren Kierkegaard The last quarter of 2015 is almost history and as we stand poised to welcome 2016 in less than 2 months, we hope for a … Continue reading →
Posted in Advertising, Branding, Creativity, Direct Response, Marketing, Media, New Business, Research, Sales & Marketing, Social Media, Strategic Planning, Strategy, Uncategorized
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Tagged Advertising, branding, Budgeting, Creativity, LA ads, Marketing, Marketing Plan, Media, Messages, Research, Response, ROI, Rolf Gutknecht, Sales & Marketing, Social Media, Strategy, Tactics, USP, Value proposition
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There’s no room for thin skin in successful marketing
Last week, we got a copy of a readership survey related to a trade ad we ran for a client. In the survey, the ad was among the top-ranked when it came to the most seen, most remembered and most … Continue reading →
Posted in Advertising, Branding, Creativity, Direct Response, Marketing, Media, New Business, Online Marketing, Production, Sales & Marketing, Social Media, Strategic Planning, Strategy, Uncategorized
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Tagged Advertising, branding, commercials, Creativity, LA ads, Marketing, Media, Messages, Response, Rolf Gutknecht, Sales & Marketing, Strategy, Tactics, Value proposition
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Tag – you’re IT! The importance of having the right tagline
Oh, the wonder of beautifully crafted taglines. Those few strategically selected words that sum up everything your business stands for and what you want your target audience to know about you. They’ve made companies fortunes by telling people what makes … Continue reading →
Posted in Advertising, Branding, Creativity, Direct Response, Marketing, Online Marketing, Sales & Marketing, Social Media, Strategic Planning, Strategy, Uncategorized
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Tagged Advertising, Bill Bernbach, branding, commercials, Creativity, LA ads, Marketing, Marketing Plan, Media, Messages, Response, Rolf Gutknecht, Sales & Marketing, Slogans, Strategy, Tagline, USP, Value proposition
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Dead Veep Walking – the Marketing Director
The life of a hummingbird rarely exceeds four years. The life expectancy of a Marketing Director (or CMO or VP of Sales & Marketing) at any given company is even less than that. The typical tenure these days is a … Continue reading →
Posted in Branding, Marketing, Media, Strategic Planning, Strategy, Uncategorized
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Tagged Advertising, Creativity, LA ads, Marketing, Marketing Plan, Research, Rolf Gutknecht, Sales & Marketing, Social Media, Strategy, Tactics, Value proposition
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Four concepts that can make a big difference in your advertising
Most every time I listen to a radio spot in my car, see a TV spot on cable or fan through the pages of a magazine (trade or consumer), I find myself wincing. Ad after ad tells the same sad … Continue reading →
Posted in Advertising, Branding, Creativity, Direct Response, Marketing, New Business, Online Marketing, Sales & Marketing, Social Media, Strategic Planning, Strategy, Uncategorized
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Tagged Advertising, commercials, Creativity, LA ads, Marketing, Marketing Plan, Media, Messages, Response, ROI, Rolf Gutknecht, Sales & Marketing, Social Media, Strategy, Tactics, Value proposition
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