The Importance of Careful Customer Targeting

by Brad VanAuken

I have positioned five wealth management brands and over a dozen other financial service brands. Most people, when thinking about wealth management brands, think the target customer is fairly straightforward – anyone who has more than $250,000 or $500,000 of investable assets – individuals or institutions. And while most wealth management firms’ customers would meet […]

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Making and Keeping Brand Promises

by Brad VanAuken

Brands make promises and then they must keep those promises. Making the promise is easy. Keeping it is the hard part. One can make a promise with words. But it can only be kept through actions. Consider BP repositioning itself as an environmentally friendly brand with the “Beyond Petroleum” slogan and the bright yellow and […]

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Basic Human Needs and Branding

by Brad VanAuken

As branders, it is useful to understand the basic needs that drive human emotions and behaviors. Abraham Maslow’s hierarchy of needs addresses this, as does Artur Manfred Max Neef’s classification of fundamental human needs. Albert T. Poffenberger, Ph.D. devotes an entire chapter to “An Inventory of Human Desires” in his book, Psychology in Advertising, published […]

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Attending the 2013 Presidential Inauguration

by Diane Marcus

If you want to attend the 2013 Presidential Inauguration there is still a small chance you can get tickets. Most of the balls and galas are by invitation only. These would have gone out to anyone who has given a significant donation to the campaign. Many invitations will also go out to certain campaign workers. […]

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My Tribute to Letitia Baldrige, Chief of Staff to Jacqueline Kennedy

by Diane Marcus

A great master in the field of etiquette and protocol has passed away. When I first considered becoming an etiquette consultant, I began reading biographies of other woman who made etiquette their career. One of the first books I read was Letitia Baldrige’s “The Complete Guide to Executive Manners”. Letitia got her reputation, the hard […]

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Rochester Branding Survey Results

by Brad VanAuken

In branding themselves, municipalities should always play off of their strengths. In a recent online survey of 452 Rochester area residents, we discovered that Rochester has many strengths that can be used to develop a powerful brand position.

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Essential Business Etiquette for Health Care Workers

by Diane Marcus

We have all been in the position to receive health care from getting a flu shot, to having surgery to facing hospice for someone in our family. I have found health care workers to be a unique group of people who show respect and compassion for their patients. Most of us want to find a […]

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Mailing Tactics

by Tommaso Occhiuto

I’m sure anyone who has tried to figure out the best strategy/tactic to use in direct mail has left in frustration.

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Essential Business Etiquette Tips for Doing Business in The Russian Federation

by Diane Marcus

Now that the 2012 summer Olympics are over, we will turn our eyes towards Sochi, Russia for the 2014 winter Olympics. Sochi is located on the Black Sea near The Republic of Georgia. It is said to be the Russian Riviera. Sochi is a resort town and it will be hosting the majority of the […]

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Branding and the Olympics

by Brad VanAuken

An interesting side story on the London Olympics (Games of the XXX Olympiad) is the power of brand sponsorships and the battle against ambush marketing. Olympic organizers have hired about 250 “brand police” to patrol the London streets to make sure brands that are not official sponsors of the Olympics are not presenting themselves in […]

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Essential Business Etiquette Tips for Doing Business in India

by Diane Marcus

If you have thought about doing business in India, but are hesitating, think again. There are many good reasons to consider doing business in India.

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Brand Values

by Brad VanAuken

Our research over the past twelve years has shown that brands whose values align with their customers’ values have much stronger brand equity as measured by brand preference, loyalty and emotional connection. I recently read Jim Stengel’s book, Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies. He has come to a […]

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Why Is There a QR Code on My Banana?

by Janice Hanson

I noticed a funny sticker on my banana one recent morning when I was making breakfast. You’ve probably seen them around – a small square with a bunch of squiggles, and then four smaller boxes within the image.

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Essential Business Etiquette Tips for Doing Business in the United Kingdom

by Diane Marcus

All eyes are on the United Kingdom this year due to the Diamond Jubilee celebration of Queen of Elizabeth to the throne, and the summer Olympics. If your company is thinking of doing business here, it is one of the easier countries to manage because we speak the same language and we have similar customs. […]

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Essential Business Etiquette Tips for Doing Business in Islamic Countries

by Diane Marcus

There are many Islamic countries in the Middle East and in Northern Africa. You will find that customs will vary from country to country. Therefore, do not attempt to travel in any Islamic country without doing research.

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Women In Graphic Communication: A Comparison of Two Studies

by Twyla Cummings

ABSTRACT In 2000 a research study was conducted to determine the demographic and employment status of women in the Graphic Communication industry. In 2011 the research surrounding this study was revisited in an effort to determine if there were any significant trend changes over this eleven year span.

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Finding Great Instructional Design

by Sally Bacchetta

As I wrote in my column Why You Need Instructional Design, “Great instructional design attracts learners to the content, to the performance ideal, and to the change process. This attraction is essential for changing behavior.” If you’re looking for great instructional design, you need to find an instructional designer with these three qualifications:

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Learn the 4 Ds of Time Management

by Alan Sartain

The real secret to leadership starts by improving time management skills. No one can manage time; it exists and just keeps marching forward. What can be managed is what you do with your time.

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Continue Direct Mailings Even During Difficult Times

by Tommaso Occhiuto

You have heard the saying “Desperate times require desperate measures.” Unfortunately, there is no better, or worse, time than the present to do all you can to improve your direct mail response rates. With the economic climate declining as it has in the last few years, everything in its wake gets affected. From gas to […]

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Creating a Business that’s Worthy of a Black Belt

by Colette Connolly

A couple of months ago, my 11-year-old son received his junior black belt. It was a grueling test, to be sure, a three-hour examination of his physical skills in mixed martial arts, together with his knowledge of a subject he’s been studying since he was 4.

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