Design by committee

Design by committee

 I’m sure you’ve seen it before. A new ad or logo or marketing campaign is being presented to a room full of people. The people nod their heads and smile throughout the entire presentation. They’re writing notes here and there. They’re focusing during they key...
You don’t need more advertising

You don’t need more advertising

A friend of mine called me the other day and asked if I could help one of his friends with advertising their Chinese restaurant. They’re not doing well and need something to drive traffic. I said I’d look into it and see what I could do. They don’t have a website, so...

TECHNIQUE: A habit for improving your sales copy

If you’re a small business, you may need to write your own copy for various marketing pieces. Whether it’s a social media post or a flier or maybe even an ad now and then. But it’s easy to get stuck using jargon and getting really technical when we’re talking about...
Make the logo smaller

Make the logo smaller

What if instead of asking to make the logo bigger in ads, what if we asked our designers and agencies to make them smaller? What if we asked them to develop creative that was so compelling that people couldn’t help but seek out what company was behind it? (Apple did...
CONCEPT: Kill the closest snake

CONCEPT: Kill the closest snake

Pennant designed by Scott Naauao and printed by Oxford Pennant. There are always numerous things vying for our attention. The problem is figuring out how to deal with all of them. Use this technique to help you prioritize and not feel so overwhelmed. 1. Write a list...
Brand journalism

Brand journalism

The concept of “brand journalism” has been around since 2004 when McDonald’s introduced it as a part of their turnaround plan at an Advertising Age conference. A major criticism of the term is that journalism is intended to be non-biased. Because it is...