COMPANY · NEWSLETTERS · AUGUST 2007

AUGUST 2007

POP GOES THE STORE
Want to generate buzz and excitement for your brand or new product line and at the same time create an opportunity to delight and surprise your customers?
Try pop-up stores. more...

STOCK IMAGE VS. CUSTOM PHOTOGRAPHY
More and more advertisers are using stock photography today. Does it really cost less? When should you consider it? A few experts give pointers on when it's a good idea and when it isn't. more...

DECIPHERING FILE FORMATS: A QUICK LOOK AT WHAT TO USE WHEN.
Sending electronic files is part of everyday business communication. Unfortunately, knowing which of the thousands of acronym-intensive file formats to send is not. These general guidelines will help you recognize the most common graphic file formats, and determine when it's best to send a TIFF over a GIF. more...

GOOD BOOKS FOR BUSINESS
"When everybody zigs, zag," says author Marty Neumeier in this fresh view of brand strategy. ZAG follows the ultra-clear "whiteboard overview" style of Neumeier's first book, THE BRAND GAP, but drills deeper into the question of how brands can harness the power of differentiation. The author argues that, in an extremely cluttered marketplace, traditional differentiation is no longer enough. Today companies need "radical differentiation" to create lasting value for their shareholders and customers.

CASE STUDY:
WHEN FREIGHTLINER INTRODUCED CASCADIA, A REVOLUTIONARY NEW VEHICLE, HMH HELPED SHOUT IT FROM THE MOUNTAIN TOPS.

With stringent EPA emission guidelines going into effect in 2007, Freightliner didn't just redesign a new engine to meet those specifications. It decided to completely redefine the long haul truck from the ground up. The result was a revolutionary new truck that demanded an equally impressive marketing introduction.

View the case study

THOUGHTS ON THINK
Tell us what you think about THINK. Or suggest a topic for the next issue.
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