Archive for July 2012

A Lost Balloon and the Art of Brand Immersion

Picture the scene: A little girl dressed in a Sleeping Beauty costume emerges from dinner at Cinderella’s castle and skips across the streets of the Magic Kingdom clutching her prized princess balloon. Happiness incarnate! Then, just as quickly, as she is changing out of her dress-up glass slippers, the unthinkable happens: She loses her grip […]

Know thy audience before thou startest marketing to them

Recently I received 2 emails within 4 minutes of one another. Both illustrated vividly the marketing truth: Know thy audience. First — an email forwarded from my wife who is attending a national conference this week. She manages a store, and one of her suppliers will be attending the conference. That supplier sent her an […]

The Value of Something Free or Gaining by Giving

The old freebie. That little something that offers the pungent scent of getting something without paying for it, but can hook and capture the unsuspecting (me, the sucker for anything sparkly or sweet) and even the most tuned-in marketing critic (my wife, who can spot a cheese-laced gimmick trap a mile away).

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