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A Visual Thesaurus subscriber's comment to an earlier column of hers inspired Nancy to write this piece. Thanks to both! -- Editor

I've shamelessly borrowed my title from David Ogilvy, who used it as a chapter title in his best-selling 1963 book, Confessions of an Advertising Man. Ogilvy founded one of the world's most successful ad agencies; his clients included Rolls-Royce, Shell Oil, and Sears. Many of his do's and don'ts are timeless: Select the right agency in the first place. Brief your agency very thoroughly indeed. Don't underspend. Tolerate genius.

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Subscriber Larry Oakner graciously sent us this terrific piece on branding -- and how the Visual Thesaurus can help. Read it carefully: Larry's been building brands for over three decades and is the author of And Now a Few Laughs from Our Sponsor. Thanks Larry! -- Editor

How do you describe a personality? You might call a witty conversationalist "clever." Your friend who bungee jumps? "Courageous" or even "fearless." The grandfather who counseled you on life's mysteries? "Wise," of course. We differentiate people's personalities by using words that describe their actions that set them apart. Branding works the same way.

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If you prefer to eat your Day-Glo Jell-O straight out of the Frigidaire in a Styrofoam cup and don't know how else to say it, this month's column is for you.

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Blog Excerpts

Branding Message That Sticks

Steal Thunder, a brand-development company in California, writes a blog about "brand moves that get our attention." Here one of the partners writes about inspiring branding from, well, not exactly the world's sexiest retailer: "So I enter the local Smart&Final and have to walk past the checkout, and as I glance up I see the little tagline on the checker's LCD, right where it pays to be reminded: 'The Smaller, Faster Warehouse Store.' So many of the companies we work with struggle to position themselves simply. They want to get to that nirvana of 'one simple, repeatable idea' that not only sets them apart from everyone else, but helps the right customers love them." Read the entire post here.
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Naming and branding expert Nancy Friedman, this week's guest contributor to our Candlepower section, sent us these book recommendations:

The Making of a Name: The Inside Story of the Brands We Buy, by Steve Rivkin and Fraser Sutherland: A thorough, highly readable survey of name types, the name-development process, and the naming business.

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Blog Excerpts

What to Name Junior?

Last month we excerpted a blog entry from Away With Words, professional name developer Nancy Friedman's website on naming and copywriting. We had to revisit her when we read a recent entry titled "What Not to Name the Baby." Nancy says "naming a baby is not all that different from naming middleware, perfume or a venture capital firm." Why? Read the entry here.
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If you have a website -- whether you're a blogger, mom-and-pop or 800-pound orangutan - you think about "user experience." That, of course, is obvious. But ever try to find a phone number on a company's website? How many clicks did it take? Well, maybe not so obvious.

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