Frequency is critical to building a brand. Paris Hilton is a pro. In a comprehensive study of entertainment photos taken by Getty Images over a twelve month period, Paris Hilton attended 95 events which is more than Tom Cruise, Angelina Jolie and George Clooney combined. Her constant visibility keeps her top of mind. The result? Lucrative endorsements. What are you doing to keep your brand top of mind?

Last week, Gap, one of the world’s largest fashion retailers, introduced a new logo. Within a short week, the jean machine pulled the new logo (bottom logo) and replaced it with its traditional, iconic blue box (top logo). What went wrong? Not everything. Gap attracted the attention of some of the big names in news from the New York Times to Ad Age to influential marketing blogs. Free PR isn’t a bad thing. However, had…

Focus your marketing on the action you want your customer to take and you’ll enjoy increased response rates and a greater return on your marketing investment. What’s the real purpose of your marketing? To put it simply: action. Regardless of the type of marketing you’re doing, the goal is to get prospects to do something that gets them closer to your brand. Why is a call-to-action important? For two reasons: 1) It’s your opportunity to…

Know zappos.com?  Regardless of what business you’re in, you should.  When it comes to serving their customers, they’re the best. Working with large and small businesses across a myriad of industries, we see customers with strong loyalties and those who will move their business for $1.  Strong loyalties are often the result of a heartfelt connection.  It’s a lot harder to leave a relationship when you feel it in your heart vs. your wallet. So,…

Ever sit down and try to write a tag line? If you have, then you’ll know it’s a waste of time. Great tag lines are organic. They appear when you’re in the thick of the consumer experience. When you’re listening to people talk about what they get or how they feel or what their interaction with your brand means to them. That’s when you discover the magical words that tie the brand to the brain….

Complacency in marketing leads to brand destruction.  People, we – us – you, like to experience new things to ponder, share, and criticize.  It keeps life exciting.  Apple is a pro.  Check out their latest home page.   A recent blog from marketing guru, Seth Godin, talks about a mathematical concept, The Levy Flight, that addresses this key consumer insight: The Levy flight Clay Shirky taught me this very cool mathematical concept that shows up…