The Tagline: Your Stake in the Ground
The tagline is not about who you are or what you sell. It’s about them: your target audience. So, you better make sure it’s concise, direct and memorable, so they recall it the each time they hear your name.
The tagline is not about who you are or what you sell. It’s about them: your target audience. So, you better make sure it’s concise, direct and memorable, so they recall it the each time they hear your name.
The bankruptcy courts are full of great ideas that were undermined by ineffective branding and promotion. Build it and they will come? No, they won’t. Not unless you make them really want to. Or, better yet, need to.
Running a successful business relies heavily on managing resources and using them wisely. But certain marketing essentials require investments and should be treated as such. In fact, many of them are pre-requisites to profitability.
Evolving technology keeps all of us on our collective toes, makes us more aware of our competitors and presents more opportunities to distinguish ourselves than ever before. Moreover, it adversely impacts those who fail to embrace it.
Marketing communications is not a democracy. It’s purely strategic. It’s based on research, data and even philosophy. It relies on experience, best practices and, oh yeah, talent. It is not something to be trivialized.