In an effort to raise more money to keep the $30 million per year Vatican Radio alive, the Vatican will begin accepting advertising. An Italian electricity company was the first to sign on to place ads on Vatican Radio, but the doors are open for advertisers around the world to snatch a piece of the Catholic media pie. Frankly, I think the Vatican has bigger problems to … [Read more...]
3 Steps to Organic Brand Positioning
Traditionally, brand positioning is defined as how customers perceive your brand or product in relation to similar products offered by your competitors in your market. Marketers usually try to create brand position through advertising and promotions in an attempt to influence customers’ perceptions of their brands. However, in today’s world of busy schedules and nonstop … [Read more...]
Cover of ‘Building Brand Value the Playboy Way Released’
The cover of my new book, Building Brand Value the Playboy Way, to be published by Palgrave Macmillan this fall, was finalized today. Here it is... What do you think? … [Read more...]
$2500 XBox Nikes
As the saying goes, imitation is the ultimate form of flattery. I suppose that saying can be applied to the "art of branding" -- when an artist interprets a brand in his or her medium of choice. Think of the Campbell's Soup can painting by Andy Warhol? I arrived back from a great beach getaway this week to read this article on Yahoo! about the $2500 X-box and Nike shoes … [Read more...]
Top 10 Direct Mail Mistakes
There are so many facets and nuances to creating an effective direct mail campaign. I thought I'd take a few minutes to provide a list of the top ten direct mail mistakes I frequently see in mailings I receive. Here we go... 1. Using a bad mailing list - Marketers should focus on quality not quantity when it comes to mailing lists. Work with your list provider or printer … [Read more...]
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