Market research has shown that an animal mascot can elevate a brand’s identity. Consider the meteoric rise in name recognition for the once-obscure insurance provider Aflac. When President George W. Bush was introduced to Aflac [Read More]
Palomar Mountain Premium Spring Water has long relied on the Yellow Pages, billboard advertising, direct sales, and ad insertions for generating sales leads in what has become a highly competitive industry. Now, the Escondido, Calif.–based [Read More]
In 1975, after 14 years with Bic, Shaw joined Pilot Pen Corporation of America, where he is now president and CEO. His tenure at the company has been as unconventional as it has been successful: [Read More]
Depending on the reporter, it’s generally true that between 50 percent and 75 percent of media interviews do not result in the printing or airing of a direct quote. [Read More]
The marketing department at Aplus.Net, a San Diego-based online solutions provider, shares one cubicle. To help reduce distractions and provide some level of privacy in such close quarters, the staff relies on instant messaging (IM) [Read More]
There is no shortage of ways to disseminate news to employees, from company meetings, lunchroom bulletin boards and print newsletters to voice mail, intranets, and email marketing blasts. One fresh entry, podcasting, may soon change [Read More]
When Wempe Jewelers wants to lure well-heeled travelers to its store on Fifth Avenue in Manhattan, it snuggles up to them in their hotel rooms. No, not like that. For the past eight years, the [Read More]
Branded entertainment is a highly effective marketing tool, but it can be both complex and costly for growing businesses. Here are four lessons to take to heart before you consider your first integration program. [Read More]
When Fred Joyal was looking to build brand awareness for his company, 1-800-DENTIST, he knew he needed more than the usual 30-second TV spot. “I didn’t want it to be about me serving as a [Read More]
Benjamin Glass, an attorney in Fairfax, Va., uses yellow pages to advertise his own business, and he’s developed expertise in advising other lawyers about their integrated marketing communications strategies. Here are his four tips for [Read More]
