Category : Branding

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142: Keep Your Mission Statement to Yourself

If you’re living up to your mission, you don’t have to tell people. If you’re not consistently hitting those goals, why create expectations in the marketplace that you can’t meet? If, like many firms, you’re filling that part of the business plan outline with mushy cliches that give you a lot of leeway, what are you communicating with those vapid words?

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138: 5 Design Attributes of Premium Auction Advertising

The irony is that Bonhams showed more restraint for expensive items than we often do with much lesser lots. Maybe it’s not ironic, since most of us sell utilitarian items instead of luxury goods. Regardless, while it’s impractical for most auctioneers to put these principles in action to the degree Bonhams did, we can all move in these directions for advertising that competes in the marketplace—not just in the auction industry.

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130: 5 Rules for Celebrity Spokespeople

No small business can afford this level of celebrity endorsement, but many use this marketing approach at a much smaller scale. Regardless of the number of zeroes in the deal, the same rules of engagement apply. These five celebrity criteria should be true, if you want endorsement deals to work for your brand.

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129: What Is Your Competitive Advantage?

“What is your competitive advantage? Why would someone hire you instead of your competition?”

The answer to those two sentences should be easy. You need that answer to determine what your brand is and what that brand’s ensuing message will be. You can and should be leading your presentations by addressing how you solve your clients’ problems. Soon after that promise, though, you’ll probably need to explain why your firm best solves those problems.

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128: Academy Award-Winning Advertising

This practice can wipe some of the myopia off the lens through which we evaluate our advertising. It can also lead us to dismantle how we build our media and become more intentional with our creative processes—with both large, conceptual decisions and seemingly-small choices. The ensuing conclusions might not lead us to the best practices; but they should, at least, lead us to more self-aware and purposeful marketing.

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