Month: November 2010

Bringing in a Ringer

Celebrity endorsement is a staple of the advertising industry. If you market to consumers, this tactic can be successful regardless of what product or service you sell. One night of watching television or taking the time to flip through a couple of magazines confirms that nearly everyone is willing to use celebrities to help get

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Better than Buzz? Building Word-of-Mouth Advertising

There is a lot of uproar about building buzz and getting your brand out there. While you definitely want people to be talking, you may be better served to look for word of mouth rather than buzz. It’s true that the two concepts are very similar, but it is important to make the distinction and

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Rubber Brands

When it comes to building a brand, it can become far too easy to set your sights too high. Niche brands sometimes become successful and want to become all-encompassing in their industry, while other successful brands decide to diversify into other markets. In many cases, over-diversification exposes a brand’s inabilities to operate effectively outside of

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HIROSHI, KYOSEI AND ME

It was in June 1994 when I met His Royal Highness, the Emperor of Japan. His Majesty had come to visit the Japanese Garden at the Missouri Botanical Garden in St. Louis and, as director of marketing and communications, I was in charge of his visit. An ordinary guy handling an extraordinary guest. During that

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