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LIKE A DIAMOND, A TAGLINE CAN BE FOREVER
We're all familiar with the phrase, "A picture is worth a thousand words." But what about those three or four words that make up your company's tagline? How much are they worth? Are those words doing all they can for your brand? Or are they a waste of space and energy, going completely unnoticed? Worse yet, are they actually damaging your brand? more...
DESIGN MATTERS
Kerning. Trap and choke. Brand experience. The economy is tight, so does it matter if the people who create your communications understand these "technicalities?" And, with all of the untrained designers willing to work for beer and peanuts, do you really need to hire a professional? It matters more than you may think. Fortunately, there are creative ways to lower creative costs. more...
GOOD BOOKS FOR BUSINESS
Recommended reading for this issue of THINK is Bob Garfield's new book Chaos Scenario. If anyone in marketing has yet to feel the earth beneath them shifting and changing with the force of an 8.0 magnitude earthquake, well, then they probably have been sequestered on a remote mountaintop. Garfield's new book will get them up to speed quickly and give them reasons to recalibrate the way to strategize, plan and execute effective marketing campaigns. We must accept and adapt to a system we no longer control. We need to find ways to make big ideas relevant in this new world of communications and find ways to charge for those ideas. The gauntlet has been thrown down, and communications firms must respond, or be marginalized or put out of business. Fortunately, it's something HMH has been actively addressing for some time.
It's good stuff. You can read the first few chapters of his book here.
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