Developing customer persona profiles

Developing customer persona profiles

One of the keys to developing effective marketing is to create communications that speak specifically to your customers. The more relevant it is to their unique viewpoints, needs, challenges, goals and life experience, the more likely they’ll believe your...
What’s a “brand promise”

What’s a “brand promise”

Essentially, your brand promise encapsulates all your customers’ expectations on what your company provides. It’s basically what people should expect when they do business with you. It defines your company and guides every decision you make, every action...
5 questions every ad should answer

5 questions every ad should answer

All ads — no matter whether it’s a TV spot, a print ad, a billboard or a Facebook sponsored post — are vehicles to communicate a message for a company. The most effective ads compel people to do an action that the company wants them to do. That could...
How to effectively position your brand

How to effectively position your brand

Every brand holds a certain place in a consumer’s mind, if they’re aware of it at all. It’s how our mind organizes information and remembers things we’d like to recall. We give them labels, characteristics and put them into buckets that we can...
Core principles of advertising

Core principles of advertising

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” — John Wanamaker What elements make up a good ad? How can you tell if an ad will be effective or not? What will really get people to buy your product or service?...