“Playful,” “quirky,” YouTube, and Facebook are not typically associated with the Nashville Symphony, but Locomotion’s series of unique, 15-second commercials produced for the symphony and marketed online got the attention of The Tennessean, Nashville’s daily newspaper. On the front page, no less.
The commercials show new conductor Giancarlo Guerrero directing an orchestra of bubbling fountains, at […]
Category Archive for 'Marketing'
Free Samples are a Win-Win Situation
Posted in Marketing on Jun 25th, 2008
I love getting free samples in the mail. Tiny tubes of toothpaste, little boxes of cereal, packets of shampoo and conditioner . . . I welcome them all. How else can I sample something I’ve never tried before, at no cost to me? In addition, samples are great to use when traveling (tiny toothpastes don’t […]
Shorten the Lines of Communication with Clients
Posted in Communications, Marketing on May 29th, 2008
Communication between clients and marketing agencies can sometimes work like a game of telephone.
The client CEO gives direction to a marketing VP, who passes it along to an agency account manager, who meets with a creative director, who finally assigns the project to a writer, designer or art director, the people who will actually do […]
Positioning a Brand in the Marketplace
Posted in Brand, Marketing, Positioning on May 6th, 2008
How do you position a brand? How do you write a positioning line? How do you decide what your brand means to consumers? Well, it’s really quite simple. You don’t.
You don’t get to tell consumers where your brand is positioned, what they find acceptable for your brand extensions, what promise you should make to your […]
It’s Not Just A Logo
Posted in Brand, Logo, Marketing, Trademarks on Apr 30th, 2008
To a company it’s a trademark. To a publisher it’s a colophon. To a club it’s a badge and to the aristocracy it’s a coat of arms. It may also be an emblem, an insignia, a mark, a tag, a symbol, logotype or bug. Whatever you call it, logos are designed to graphically identify a […]
Generation Y: Marketing Must Have Purpose
Posted in Generation Y, Marketing on Apr 22nd, 2008
On the way to teach the other night, I ran into one of my best students from last term. She had been a student of mine in my basic Principles of Marketing course, and last term took my advanced course, Marketing Communications.
Persona and personality-wise, this is a kid who is destined to succeed. Smart, poised, […]
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