EXERCISE: Bumps ahead

EXERCISE: Bumps ahead

No project goes perfectly smoothly all the time. So it’s better to be prepared for issues beforehand and plan accordingly. Use this basic model for any major project. Outline a timeline of your project or campaign. Identify at least 5 points where things could go...
Brands are made in the space between the ads

Brands are made in the space between the ads

Music is the space between the notes. —Claude Debussy As marketers, we are naturally inclined to believe that it’s all the wonderful strategies, executions and promotions we do that shapes the brand and the perception consumers have towards our product. People see our...
IDEA: No-marketing branding

IDEA: No-marketing branding

Try this for one month. Don’t do any advertising. Don’t print any new collateral. Don’t send out any press releases. Don’t do any traditional forms of marketing. Instead take all the money you would have spent on those things and for the next month focus on activities...
I’m looking for ideas

I’m looking for ideas

If you work in new business for an ad agency, design firm, social media consultancy, etc., I’m sure you’ve come across a prospect that contacts you and says, “I’m looking for new ideas on marketing my business.” They’ve been running the same print ads for the past 10...
CONCEPT: Mise En Place Marketing

CONCEPT: Mise En Place Marketing

Think about how long it takes you to cook a meal from start to finish. Even “30 minute meals” usually end up taking nearly an hour, in actual practice. Imagine cooking 10 to 100 various dishes at the same time and you have to get it out in less than half an hour...