by Bruce Turkel | Jan 1, 2013 | Branding, Building Brand Value
Seven or eight years ago I found myself running into the same predicament over and over again. Our advertising agency would present our branding and marketing concepts to our clients and they would want objective assurances that our ideas would work. Although we were...
by Bruce Turkel | Sep 4, 2012 | Branding, Marketing & Advertising
At our advertising agency, we have a new service positioning called “Plays Well With Others.” It’s NOT a reference to our elementary school report card but rather a new business model we’ve been perfecting. Plays Well With Others is about us being the lead brand...
by Bruce Turkel | Aug 20, 2012 | Branding
Take a look at Mazda’s logo. Notice anything strange? How about that all the letters are lower case except the D which is upper case (the Z could be either upper or lower case). Is that a good use of designer license or is it lazy typography? Does it matter? How about...
by Bruce Turkel | Aug 13, 2012 | Branding
Every day I get emails from salesmen asking me to forward their note to the “proper person in my office” who handles whatever it is that they’re selling. I’ll bet you do too. Do they think we’re going to drop what we’re doing and bird-dog their sales leads for them?...
by Bruce Turkel | Jul 30, 2012 | Uncategorized
Back in 1984, there was a famous marketing case study covered in all the trade rags. The title was “Can Marketing Take the Tofu Out Of Tofutti?” and the question was pretty clear — could good advertising convince soy-averse Americans to try dessert products made with...
