Kick-Ass Copywriting in 10 Easy Steps Reviewed by Deb Ng of Freelance Writing Jobs
March 31, 2009
Deb Ng of the number one online community for freelance writers, Freelance Writing Jobs, published a review of my book, Kick-ass Copywriting in 10 Easy Steps
It’s a great write up, and you can read it here.
5 Great Marketing, Branding and Advertising Blogs You Might Not Be Reading
March 30, 2009
I’ve been meaning to write this post for a long time, and today is the day I decided to sit down and do it. There are so many great blogs about marketing, branding, advertising, design, and so on that don’t get the praise or traffic they deserve. Following is a list of marketing-related blogs that are so much fun to read, and you might not even know about them yet:
Prescott Perez-Fox’s blog provides his common sense, often amusing take on the world of branding. Prescott is wise beyond his years when it comes to branding, and I love reading his insights.
Brad Choma is a designer who has done work for major brand such as Lysol and Heineken. He writes his blog to share his thoughts and opinions on the world of design — from logos to packaging and everything in between. I love his blunt, often sarcastic and always amusing, take on the world of advertising.
I love this blog, which I found through Brad Choma of Angry Lush. Your Logo Makes Me Barf does to logo design what Perez Hilton does to celebrity antics. It’s very blunt, borderline crude, and just plain funny. If you want to know what not to do with logo design, check out this blog.
I love the blog from leading branding company Siegel & Gale. The Siegel & Gale philosophy embraces simplicity in marketing and branding, and I am a huge advocate of common sense, simple marketing, too. It’s not surprising that I like this blog! Read my interview with Alan Siegel of Siegel & Gale.
This is a great blog written by SEO experts who provide a useful SEO tip everyday. It’s a must-read for online marketers who need to boost their SEO knowledge. I like that it’s written in plain English, so anyone can understand and implement the suggested tips.
David Meerman Scott Talks about Social Media and the World Wide Rave
March 26, 2009
I attended the Custom Content Conference in Miami, Florida earlier this week where David Meerman Scott discussed social media and his new book World Wide Rave
You can read my coverage of David’s speech here.
Social Networking and Blogs are More Popular Than Email
March 20, 2009
Have you shifted your marketing investments to match consumer habits? Did you know that statistics show social networking and blogs are now more popular than email? Is your brand represented where it needs to be?
Learn more in my guest post on the Womenkind.net (an ad agency based in New York City) blog, Social Networking and Blogs are More Popular Than Email.
Read an Excerpt of “Harry Potter – The Story of a Global Business Phenomenon” by Susan Gunelius
March 19, 2009
The publisher of my book, Harry Potter: The Story of a Global Business Phenomenon
You can read the Introduction here and get an idea of what the book is about. It’s a fascinating branding and marketing story that I truly enjoyed researching and writing!
New Kraft Logo – A Yoplait Ripoff?
March 18, 2009
Last month, I wrote about the new Kraft logo on the Corporate Eye blog. You can check out the old and new Kraft logos below:
This month, it turns out that Kraft has more problems with this new logo than I originally thought. Word is out that the logo, which took seven months to design and who knows how much money, is a bit too close in appearance to the logo for Yoplait in Europe. Check the similarity out below:
What do you think? Too close for comfort? Yes or no?
Branding the American Recovery and Reinvestment Act – Obama Says Give it a Logo
March 17, 2009
Barack Obama could have had a great career in marketing and branding. There is no doubt he knows how to craft a brand strategy. Take a look at his latest branding initiative – the American Recovery and Reinvestment Act (ARRA). Earlier this month, President Obama announced that all projects funded by the recovery program would carry the official ARRA Seal – a new logo created just for the ocassion. Check it out below:
Not very inspiring, huh?
This week, USA Today published three other logo options provided by (and including commentary by), two corporate identity experts, Alan Siegel of Siegel & Gale (if you read KeySplash Creative Conversations on a regular basis, then you know I’m a big fan, read my interview with Alan here) and designer DJ Stout from Pentagram. Here are the options provided by the experts:
Alan Siegel: Wings of a nation
“The wing implies freedom and energy, the ability to rise above. It is derived from our powerful unifying national symbols, the flag and the bald eagle. The wing is intertwined with the flag, reinforcing both a sense of home and a national vision. The result is an extremely dynamic symbol that speaks to the power of a positive outlook and the ability to see the road ahead.”
Alan Siegel: Shining city on a hill
According to USA Today, “The symbol is inspired, says Siegel, by a 1630 discourse by Gov. John Winthrop of Massachusetts Bay colony. It was a favorite of President Reagan, who quoted it often in his career. He used it last in his 1989 farewell address to the nation: ‘For we must consider that we shall be as a city upon a hill. The eyes of all people are upon us. So that if we shall deal falsely with our God in this work we have undertaken, and so cause him to withdraw his present help from us, we shall be made a story and a byword throughout the world.’”
DJ Stout: Just the Web address
“The most important part of the identity that they have now is the Web address. In (the logo’s) current form, it is getting lost and actually looks like an afterthought. Our solution gets rid of the old-fashioned and overused icons of leafy plants and outdated machinery cogs and gets to the modern heart of the message. The Obama administration wants you to go to the website to find out about the recovery effort. That is, if you even give a hoot.”
What do you think? Will an official seal/logo help? What would you include in the logo?
5 Core Steps to Building a Business Brand Strategy
March 16, 2009
Every business has a brand image attached to it, but the work that goes on before that brand image is launched is critical to long term success. The role of the business owner or brand manager is to determine what you want your brand image to be, and then define a strategy to make the brand image a reality.
Following are five core steps to help you get started with a strategic plan to build a brand for your business. These are certainly not the only steps to brand-building, but they are at the heart of developing any brand strategy. Read my 5 Rules of Branding post to learn the steps you should take to build your brand after you’ve developed your brand strategy.
1. Research the market.
Before you can begin thinking about your own brand, you need to understand the state of the market in which your business operates. Until you understand the existing market, you can’t fully define where you want your brand to be positioned within that market. Take the time to investigate the market, your competition, threats and opportunities. Then sit down and evaluate where your business fits in the existing market and where you want it to fit going forward. That’s your business’ position in the market. Once you know your position, you can define a brand message that accurately reflects that position.
2. Define your primary brand message.
Ask yourself how you want your business to be perceived by customers. The answer to that question determines the goal of your primary brand message. Next, you need to map out the steps to get to that goal. How do you need to present your business through marketing communications, employee communications, customer service, etc. to gain the reputation that will lead you to reaching your branding goal? Outline the tactics you need to take to build that reputation and the messages that will help you develop that reputation, and your brand image will grow organically in the minds of consumers. [Read more]
2009 Rebrand 100 Global Award Winners Announced
March 15, 2009
The 2009 Rebrand 100 Global Award Winners have been announced. If you want some inspiration on your own branding efforts and rebranding creative, take a look at the winners by following the link above. There are 100 companies listed with links to see the before and after of each company’s rebranding efforts — and not just logos. You can see websites, collateral, signage, logo guidelines, and more. It’s a great collection.
One of my favorites is the rebranding of Australia Post, the mail service in Australia. Take a look at the before and after photos from Rebrand.com showing the outside of the Australia Post retail stores. What a difference! The new look is less “airport news stand” and more modern. The creative was done by Interbrand, and it shows.
Australia Post Before
Australia Post After (concept)
Which rebranding efforts do you like the most from the 2009 Rebrand 100 Global Award Winners?
Hat tip to the Brand New for this post.
Google Blogger for Dummies Reviewed on MomGadget.com
March 12, 2009
I was thrilled to read Gayla McCord’s review of my latest book, Google Blogger For Dummies
Here’s a teaser from Gayla’s review, “Whether you are looking to pursue blogging to keep in touch with family and friends, journal your family activities or try your hand at blogging for profit, Google Blogging For Dummies is a book you’ll want to add to your collection and keep handy as a reference guide to return to time-and-time again.”
