It’s time-tested advice that’s simple in premise but not always practiced. Actually, it’s difficult to count the number of times a company or product we’re working with wants to be positioned as something they’re not—usually it’s the opposite. Read More
The BP oil spill, the Goldman Sachs indictment. …When was the last time you heard a business leader or company speak honestly about a situation? No one in corporate America seems to want to accept responsibility for anything. It would be so refreshing to hear something honest from a politician, athlete, celebrity or corporate executive, like “we messed up” or “here is the situation we’re facing” or “no, our product can’t do that but we’re working on it.” Wouldn’t it be refreshing to actually experience the type of benefits touted in companies’ marketing, particularly in their customer service? Read More
How you communicate your message is just as important as the message itself. Your attitude, your tone and the language you use can be a real differentiator—and a unifying force in your marketing communications. Read More
(Article republished with permission from ABA Bank Marketing)
After a while, the tag lines on the print ads developed by Fidelity Bank, Edina, Minnesota, all started to read the same. They said something like “The Bank of Business” or “Creating Business Solutions.”
That’s when the financial institution, which specializes in serving business customers, decided to try something different. The bank introduced a campaign in which one of the headlines says, “The beans can’t touch the meatloaf.” Read More