Marketing != Advertising
I love this line (emphasis mine) about marketing too often ending after purchase. It encapsulates something that I’ve always found frustrating about how many people try to connect people with products (or brands, or creative endeavours). So often, it’s just shouting at those people about your product. The other powerful question a marketer can ask…
Newspaper Club Sample
I’m hoping to publish a newspaper. So I ordered some samples from Newspaper Club, which arrived yesterday. One of the samples they send out is a test paper. It shows how different type sizes, image styles and ink densities will reproduce on newsprint. This is really useful stuff, and a great piece of marketing that…
More on brands and desire
I wrote recently about the nature of desire in brand design. The tendency for brands to fall back on the stimulation of desire (for novelty, more power, bolstering of self-image) is fundamentally at odds with a sustainable approach to business. But that tendency is so fundamental to the way brands currently work; it’s critical that…
Small ways to be remarkable
It’s pretty difficult to build any kind of awareness or buzz unless you can uncover an interesting story to tell about your product, something remarkable for people to engage with and share.