The reality is that the difference between greatness and mediocrity is really very small. Don't believe it? Here's a concrete example: A baseball player with a batting average of .275 is considered middle of the road, while a player with a .300 batting average is destined for the hall of fame. The difference between the two is 15 more hits in a typical 600 at-bat season. That's getting more hits just 3% of the time.
Don't Just Think...Feel.
One common failure of marketers everywhere is our tendency to overthink things. We assume our audiences will see and hear our story with the same intellectual rigor we applied to its creation.
Like many of you, I live with a persistent underlying hum of fear. Salespeople. From Willie Loman to Crazy Eddie, to insurance agents, stockbrokers and car dealers we have to steel ourselves for the occasional unavoidable contact.
It’s Not Just the Brand, It’s the Total Brand Experience.
Many of us think of a company’s brand as the visual representation of its attributes expressed through its logo, color palette, and graphic treatment. Some of us extend the concept to include messaging such as value proposition, mission statement, promise, and vision. But is that enough
to attract consumers and engender loyal, enduring relationships?
The Only Definition of Good Design Is Design That Works.
It’s an age-old debate: the difference between art and design. We believe the difference is simple. Art, however noble a pursuit, has no utilitarian purpose. It may elevate our spirits or engage our intellect but, in the end, its status as good, bad or great is in the eye of the beholder. Design, on the other hand, must serve the purpose for which it was created and it must be judged on the basis of how well it serves that purpose.
It’s Not What You Want to Say That Counts; It’s What They Need to Hear
You’ve got a client meeting on Monday. You’re staring at a blank computer screen and your first thought is, naturally, “What do I want to say?” Unfortunately that is never the most effective way to communicate. The sequence and manner in which you describe the benefits of who you are and what you do must take into account the mental attitude of your target audience, subject familiarity and level of interest.
Thou Shall Have One Guiding Marketing Principle: Will You Sell One More or Will You Sell One Less?
Every marketing decision, both strategic and tactical, should be held to the standard of “will it sell one more or will it sell one less.” We are hard-wired to pursue perfection. We appreciate it, admire it, hang it on museum walls. However, perfection has a value and it has a cost. In our opinion, it is a rare event indeed when the value of perfection equals its cost in terms of time, creative energy and results - let alone dollars and cents.