Make a profit, please.
Please, make a profit. By Ken Gasque | Listen, Brand, Advertising If You Don’t Make A Profit You Won’t Be There When Needed. Have you heard the news media reporting that Warren Buffett wants to pay more taxes? “Please, raise my taxes.” Legendary investor Warren Buffett said on Monday that rich Americans, including himself, are not paying enough in taxes. “The […]
Does your advertising support your brand?
Does your advertising support your brand? By Ken Gasque | On April 1, 1976 in a garage in Cupertino California three young nerds created Apple Computer and on August 10, 2011 Apple became the most valuable company in the world. Apple did specular advertising—but it was all about brand development. Apple created the most famous TV ad ever produced […]
The development process… How is your image?
The brand development process… How is your image? The brand development process begins with your image. Is your image what you want it to be? Is it accurate? Do you even know what it is? I am speaking about businesses, services and products. You have heard the adage— “you can’t judge a book by its […]
The brand development process-tell me a story so I know your differentiation.
The brand development process-tell me a story so I know your differentiation. If you want advertising to work, tell a story. I will get the message about your differentiation. What does a story do? It creates a movie for your mind’s eye. A good story will be played and replayed in the mind for days, […]
The Brand Development Process in Four Steps
The Brand Development Process in Four Steps The brand development process is a collection of activities–advertising, marketing planning, creating personas, design, packaging, positioning, SEO, social media, and more. It is has the answer to our problems. So, what is the single biggest problem affecting business today? Healthcare—nope. Employment—nope. It’s a lack of sales. The NFBS […]
A visual of your brand communicates
A visual of your brand communicates 60,000 times faster than print. In a recent blog I was praising the power of the visual to communicate, —“We buy with our eyes”—and a reader, a friend and a Radio Sales Rep, took me to task and said not so fast, radio is a pretty effective medium as […]
Be different, be an experience.
Be different, be an experience. If it were easy everyone would differentiate. I was talking to one of my favorite clients recently and she said “We created a logo ten years ago and we used blue and green as our colors. This was something very unusual in our profession. Today, everyone of our competitors have adopted […]
Is your differentiation unique enough to withstand a law suit?
Is your differentiation unique enough to withstand a lawsuit. This is about the strength of a brand (its differentiation). If you are president of a company, own a business or are the marketing manager of a business, I am referring to you as a Brand Developer. The Apple vs Samsung lawsuit should be more that […]