Tag: customers

Running in circles to move your brand forward

Growing up in central Virginia, I understood from an early age that nothing captivates the region quite like NASCAR’s arrival each May and September at Richmond International Raceway. I remember my first race in the fall of 1993, watching Jeff Gordon, the upstart rookie sensation, battling Dale Earnhardt, the most polarizing — and most talented […]

Branding lessons from Saturn

It was a sad day when GM announced last week that it was finally pulling the plug on Saturn. When the brand was launched, the company was carefully planned and its marketing orchestrated to create something dramatically different – and it worked (back in the early 90s, at least). What did Saturn do? And is […]

Customers are people too

In the world of B2B marketing, it’s frighteningly common to find a certain style of design, of communication, of interacting with potential customers. It goes something like this: In big, black, industrial sans-serif type, preferably Futura or Helvetica (or perhaps Gill Sans if we’re feeling frisky), we shout . . .

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