Tag Archives | branding

Shifting from reactive to proactive customer service that sells

Recently, Software Advice hosted an online debate called: “Is Customer Service the New Marketing?” The discussion highlighted customers’ increasing disillusionment with traditional advertising; and as a result, the importance of customer service as a market differentiator. The average consumer is bombarded with thousands of commercial messages per day. That’s a lot of clutter to cut […]

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Hey Abercrombie, take your apology and suck it.

Oh, Abercrombie. You continue to steal the headlines with your chiseled shirtless teenagers gracing the cover of your shopping bags, scandalous advertisements, and beautiful hand-selected employees. And thanks to Business Insider for bringing CEO Mike Jefferies’ 2006 comments back to life, Abercrombie is once again in our headlines. In case you missed it, in 2006 Jeffries made […]

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My Top 10 Advertainment List

Advertainment refers to the integration of advertising into entertainment media. This practice was first used in Hollywood, when agencies began providing studio executives with lists of products available for “on-screen” use in motion pictures. Nowadays, you can’t escape product placement or integration. It’s everywhere. Ever see the show “Seinfeld”and watch Jerry open his cupboard only […]

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Business Cards: The Forgotten Powerhouse of Marketing

In our digital age most people forget that a business card is still a significant marketing tool. Why spend money on a business card if you can exchange contact info on your iPhone? Because your business card is tangible. It conveys your brand personality. It may be the first impression your customer sees of your […]

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Add positioning to your menu—and hold the carbs

I wrote this years ago. While my eating habits have changed, my opinion on the subject has not. Enjoy. – – – I miss lunch most days. When I do, I usually end up gnawing on a low-carb Atkins bar—much to the amusement of my colleagues (yes, I’m one of those people). So, when I […]

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15 things we learned in 15 years – the hard way

  To commemorate Outsource Marketing’s 15th Anniversary, last fall we decided it might be fun—and a little cathartic—to think about the things we’ve learned since 1997. We’ve learned a lot, but narrowed it to the following list, in no particular order: “Safe” is dangerous. Safe is invisible amid info glut. Safe fails. Creative must be […]

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Brand Tags reveals what people really think about brands

When speaking, I often do free association with brands, asking the audience to shout out any word or phrase that comes to mind when I name a brand. While most brands own a few words, in my experience, only one brand has delivered consistently: Volvo. When I say it, the words “safety” or “safe” are […]

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Good things come in small packages

Earlier this year, I asked you to Help define the buzzword marketers love (and I hate). Yep, that buzzword was (and remains) the word “branding.” Enter The Brand Gap: How to Bridge the Distance Between Business Strategy and Design by Marty Neumeier. The first thing you notice, the book is perhaps the shortest 200 pages […]

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Your agency is not your brand

Does your website have a link on the bottom giving credit to the web developer? Do your email blasts include a big logo with a link taking your readers to your email marketing company’s promotional page? Why? You’ve paid good money to have your website designed, then your web developer uses it to promote their […]

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Help define the buzzword marketers love (and I hate)

Each January, Interbrand shares its Best Global Brands 2007 report. They’ve been doing it for years, and they do a nice job of it. Back in 2002 we wrote an article for the Friends of Outsource Marketing entitled “The buzzword marketers love…and we hate.” Yes, the word I hated then was “branding.” I still do. […]

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