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."
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.
It’s an age-old debate: the difference between art and design.
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?
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.
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.
In reality, the difference between greatness and mediocrity is very small.
We’ve all heard it: “It’s not personal, it’s just business.” I’m not sure what the genesis of that familiar phrase is, but it always felt like it was designed to rationalize or excuse some form of unethical or, at the very least, antagonistic behavior.
As our individual universes get more complex we, as a society, have leaned further and further in the direction of specialization to solve our problems. This approach permeates virtually every aspect of our lives.
A Stanford University study identified the single most important factor that leads to success: the willingness to delay gratification.
from Karen Murray, Senior Writer
from the mother of Maura Ryan, Account Executive
from Anne Sanderson, Account Director
from Stan Adler, Chairman and Creative Director
from Dan Taormina, Designer
from Laura Samet, Production Director
from Andrew Lin, Senior Production Designer
from Robert Hanly, Designer
from Claudia Meyers, Pre-Press Manager
from Chris Manna, Designer
from Alison Sundheim, Art Director
from Stan Adler, Chairman and Creative Director
