Rocky Cipriano

Articles by Rocky Cipriano

Rocky Cipriano is a seasoned marketing professional with over 30 years experience in the fields of advertising, marketing and graphic design. He is the author of the best-selling book on brand marketing – Branding Insights for Small Business. He has won numerous awards for his design and advertising work and is a graduate of Parson School of Design in New York City. InSight Marketing Inc

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Phone #: 914-777-9700

rockycipriano has written 2 articles for AdTalk

Rocky Cipriano

Effective Marketing Takes Creative Risk

by Rocky Cipriano, InSight Marketing Inc

Rocky Cipriano

“Safe advertising is the riskiest advertising you can do.”
– Bill Bernbach, Co-founder, BBD Advertising Agency

In my book, Branding Insights for Small Business, I point out that creativity is marketing’s most underutilized tool. An ad, brochure or website is just a delivery method for a sales message – it’s the creativity in that message that most determines how effectively it performs!

Are You Giving Your Business a Bad Name?

by Rocky Cipriano, InSight Marketing Inc

Rocky Cipriano

Here’s a quick refresher on naming your business, product or brand.

I’ve written in both my books about the importance of naming your business, but in my experience, it’s still overlooked as a critical component of a business’s overall brand image. What you call your business, product or brand can quite literally make you a household name, or an also-ran.

Let’s start with some simple rules for naming.

Syndicated Blog Posts
- PR and Social Media: How to Adapt Your PR Strategy October 17, 2019
  Fifteen years ago, if you had told me that PR and social media were going to work together and that we would use social media for PR, I may have chuckled. After all, social media was initially created to connect family and friends, not brands. At least, that's how it was in the beginning. But […]
  Marx Communications
- After 35 Years in the Business, My Thoughts About Marketing October 17, 2019
  Following are my stream of consciousness thoughts about marketing.People have beliefs, attitudes, values, hopes, anxieties and fears. Marketers must understand these to be successful.In marketing, less is almost always more. This is true of copy and visuals. The actual customer experience is the most important driver of brand perceptions.Building awareness is the most important marketing activity. […]
  Brad VanAuken
- The Limits of Marketing (and Customer Service) Automation October 16, 2019
  In the past few years, I have used marketing automation extensively for my own business and I have interacted with marketing automation from many other businesses. While there is the argument that marketing automation enables one to market 24/7, even when one is sleeping, there are also some cautions that should occur regarding this technology.First, […]
  Brad VanAuken
- PR’s Public Relations Crisis: How to Fix It October 14, 2019
  Ironically, despite the ballyhoo and effusions, PR is facing its own PR crisis. It turns out PR folks (myself included) aren't master communicators when it comes to our own profession. A recent study showed that a significant number of executives don't believe that PR delivers good value for their brand. What can we do to […]
  Marx Communications
- The Cost of Recruiting Manufacturing Employees October 11, 2019
  According to RecruiterBox, the average cost-per-hire in the manufacturing industry is $5,159. There are a lot of variables that go into calculating your cost-per-hire including your recruiter’s time, job fair participation fees, job board fees, and ad spend. Without reducing the number of jobs you’re hiring for, the only way to cut down on your […]
  webSURGE digital marketing
- Influencer Marketing Strategy Is Changing: How to Adapt October 4, 2019
  Influencer marketing strategy, although being fairly new to the B2B marketing mix, has changed a lot since its first use, particularly in the B2B space. What's different in the B2B marketing strategy? How can you use it to its best advantage in your own strategy? Let's dig into these questions and more as we discuss […]
  Marx Communications
- 5 Emotional Intelligence Traits That Make Social Posts Resonate October 2, 2019
  Social media platforms have given consumers the power to communicate directly with companies they are investing their time and money in. As seen on Facebook, Twitter and other social platforms, this can be a good or bad thing for many companies depending on how they choose to respond to this feedback. However, in this increasingly… […]
  ABC Creative Group Inc
- Brand Switching September 30, 2019
  "62% of consumers who switched brand in the past 12 months did so because brands successfully attracted them, rather than bad customer experience pushing them away.61% of consumers switched brand at least once in the last year, with automotive (70%) and supermarkets (68%) showing the highest percentage of customers willing to switch brands due to […]
  Brad VanAuken
- Three Ways to Make Your Bank Stand Out in Today’s Digital Market September 30, 2019
  The banking landscape is changing. Fast.
  Tipping Point Communications
- Veraview LLC Completes Project With Explore and More September 22, 2019
  BUFFALO, NY – Veraview LLC, a Buffalo-based multimedia communications company, has announced the completion of its two-year project with Explore & More – The Ralph C. Wilson, Jr. Children’s Museum, located at the city’s growing Canalside. The collaboration, which began June 2017 and culminated June 2019, involved the execution of the museum’s cutting-edge technology systems, […]
  Veraview
- We love helping our clients shine September 19, 2019
  The Highlands at Pittsford was ready to update their 7-year-old website. The messaging was up to date, but the story needed to be told in a new way so that it could reach the right people. New videos and photos give an insider look […]
  K2 Communications Inc
- 5 Thought Leadership Trends That Will Impact Your Strategy September 18, 2019
  Thought leadership is a tested concept that works. But the tactics behind this strategy have changed. So what should you know about thought leadership as it is today? Let's look at the top thought leadership trends that impact strategy and how you need to respond to these trends. What You Need to Know About Thought […]
  Marx Communications
- Historical Brands in America September 13, 2019
  John Jacob Bausch & Henry LombI recently purchased The Branding of America book by Robert Hambleton at an art gallery used book sale. One of the things that I immediately found fascinating (though not surprising in retrospect) is that most of the earlier brands in America were named after the people who founded the brands versus […]
  Brad VanAuken
- The Trifecta of Transparency in the Ad Agency World September 12, 2019
  In a recent agency meeting, one leader challenged the team to become stronger business partners with our clients. To do this, she said, you need to know what keeps them up at night. To truly solve clients’ business problems, we need to have a deep understanding of what’s on the line. Everyone has something that […]
  Tipping Point Communications
- Cognitive Distortions & Marketing September 9, 2019
  I think everyone should learn about the most common cognitive distortions (or thinking errors) as we are all subject to them. Importantly, I have increasingly witnessed political campaigns playing to many of these errors to achieve their intended ends. I believe this is highly unethical. But understanding what these errors are will help you understand […]
  Brad VanAuken