Monthly Archives: January 2006

I learned to write after 23 years of writing

>A little more than 23 years ago, I began putting words onto paper and getting paid to do it. I started working on a trade magazine in the furniture industry and have since produced a safety magazine in agricultural insurance, … Continue reading

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Be relevant

>The problem with many brands is that they use advertising messages that aren’t relevant. They yak more about themselves – features, price, etc. – than they do about the audience. This is one of the exceptions. It’s for United Sugars, … Continue reading

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In the absence of truth is disappointment.

>When a brand isn’t truthful, it leaves a bad taste in the mouth of the audience. After all, a brand is a promise or an expectation. I’ve also used the word reputation to describe a brand. And what happens when … Continue reading

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Jim Wier is my hero!

>Jim Wier said ‘no’ to Wal-Mart. Wier is the former CEO of Simplicity, the people who make Snapper brand lawnmowers, and his applause-creating stand against the brand-killer from Arkansas is highlighted in a new book by Charles Fishman, titled “The … Continue reading

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Who’s fooling who?

A few years ago, I worked with a client who was a perfect case study for successful marketing communications: almost. It was a small, local, business-to-business client with a well-defined, reachable audience. We did market research. We found cool opportunities … Continue reading

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Full disclosure

I talk a lot about brand. That’s why I’m blogging about it; to give my friends and colleagues a break. In my professional circles, I’m known as a ‘brand’ guy. People know that if they ask me about marketing, communications, … Continue reading

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Does "brand" need more syllables

>A co-worker tells me that brand may be getting overexposed in the marketplace, that clients are bored with it. He may be right, or maybe clients are being wooed by sexier concepts, like CEM. Marketing Profs.com includes a new article … Continue reading

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Teddy Roosevelt was a poseur?

>In another post, I mentioned the book Denison, Iowa. In the pages of that story about secrets was another that gave me reason to pause. Author Dale Maharidge, in a passage describing Teddy Roosevelt, writes: “Roosevelt owned a ranch in … Continue reading

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The difference between brand and stereotype

>I just finished reading Denison, Iowa, a fascinating book by Dale Maharidge about the transformation of small-town Iowa in the wake of increasing Latino immigration. The subtitle says it all: “Searching for the Soul of America Through the Secrets of … Continue reading

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She was glamorous

>I once worked for a woman who understood the meaning of fabulous. And she knew how to get it. Fabulous was her brand. Her name was Karen, and she was a vice president of marketing in a small, growing, entrepreneurial, … Continue reading

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