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
- Brand Identity Posts March 17, 2019
  Over the years, I have written a number of blog posts related to brand identity. Here are 38 of them.Brand Identity ElementsBrand Identity for the 21st CenturyBrands and IdentityCreating a Robust Brand Identity SystemBrand Architecture and IdentityBrand Architecture QuestionsCompulsive Naming SyndromeRobust Brand IdentityBrand NamingBrand NamesBrand LogosBrand TaglinesCollege and University TaglinesCity Mottos/Taglines/SlogansImportance of All Five Senses […]
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- Brand Research March 15, 2019
  Throughout the course of my career, I have commissioned, conducted, moderated or analyzed hundreds of brand research studies. Here is a compilation of the blog posts I have written on brand research.Market Research Marketing ResearchTypes of Research for BrandsExploratory Brand ResearchQualitative Research Leads to Emotionally Compelling BrandsImplicit vs. Explicit Purchase MotivatorsProjective Research TechniquesLaddering ResearchFocus Group ModerationPeeling […]
  Brad VanAuken
- An Open Letter to Public Relations Professionals March 14, 2019
  Dear PR Professionals: PR is evolving at warp speed. In fact, in five years, what we know as PR will have a different complexion. Yet today, many PR professionals, armed with media placements and endless pitches, are still grounded in the past, since it's so comfortable. Confession: I, a B2B PR agency owner, also […]
  Marx Communications
- Think Like The Customer March 8, 2019
  I was meeting with the marketing committee of a not-for-profit organization on whose board I sit earlier today. We were discussing a major report that we intend to release to the community. The report is on a rather technical subject - river quality - and we talked about crafting frequency asked questions (FAQ) to accompany […]
  Brad VanAuken
- Brand Reputation Management March 7, 2019
  How should organizations measure and manage their brands' reputations? While many people suggest using something as simple as Net Promoter Score, which is a very popular measure of attitudinal loyalty, reputation metrics must include much more than that. Each brand has multiple audiences, each with its own expectations for the brand, so reputation metrics need to […]
  Brad VanAuken
- Content Marketing Tips: How to Attract Your Audience March 4, 2019
  B2B content marketing has become the white bread of content marketing. It's on every B2B marketer's menu and unfortunately a lot of it is as exciting as white bread. It lacks texture, and flavor and gusto. Beyond that, it's often missing a solid foundation. Simply content without a strategy it isn't a solid part of B2B […]
  Marx Communications
- Digital Marketing Case Study – ACSI Website Development March 3, 2019
  One of the most rewarding aspects of the agency business is the opportunity to work with a variety of businesses – each with unique marketing challenges. This requires our team to be fast learners, good listeners and to ask many questions as we learn our clients’ businesses and help them... The post Digital Marketing Case […]
  Abbey Mecca & Company
- The SEO Pyramid: Foundational SEO Tactics to Boost Your Ranking March 1, 2019
  In this article, we'll: Review specific tactics to help you increase your SEO, organized in levels Tactics at the bottom of the pyramid are foundational to SEO efforts, while tactics at the top are the icing on the cake Work your way up the pyramid to see better rankings and more organic traffic Search engine […]
  webSURGE digital marketing
- Building an Expert Internship Model: What I learned from My Tipping Point Internship February 26, 2019
  I am currently a senior in college, and for the better part of the past 18 months I have either been an intern or been actively looking to become an intern. Finally, I understand why internships are a cornerstone of collegiate education. Colleges outsource education for an experiential learning opportunity that is unlike any lecture […]
  Tipping Point Communications
- Planning a Focus Group? Make Sure Your Facility Adds to Your Success February 26, 2019
  
  Tipping Point Communications
- Top Marketing Trends for 2019 February 26, 2019
  Every year, there are new developments in digital marketing that offer opportunities for both marketers and consumers. Advances like artificial intelligence, chatbots, voice search, social media stories and video, have caused a massive shift in how brands connect to consumers online. These shifts are enabling more personalized interactions, automated marketing, and better experiences for all. […]
  Tipping Point Communications
- The Art Of The Apology: How Your Organization Says “I’m Sorry” Really Matters February 26, 2019
  Everyone makes mistakes. But if you are responsible for an organization’s reputation, how you apologize matters to your bottom line.
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- PR Metrics: How to Prove the Real Value of PR February 20, 2019
  PR faces a conundrum. We have loads of examples where a solid PR strategy has contributed to a brand's growth and visibility. But PR teams still struggle to prove the value of PR to their C-suite executives. A recent survey from Proof Analytics found that while all but one of the 400-plus C-suite executives […]
  Marx Communications
- K2 is a proud sponsor of Verona Street Animal Society February 18, 2019
  At K2, we were excited to help our friends at Verona Street Animal Society by designing their annual appeal letter. The letter asks the question, “How will you celebrate Valentine’s Day?” This is the time of year to remind those closest to you that they hold a special place in your heart, and make sure […]
  K2 Communications Inc
- Will Brands Even Be Around in Ten Years? February 18, 2019
  As a brand strategy consultant, I have ridden the upward trajectory of brands and branding for the past 20 years. In the 1980s and before, brand management was mostly practiced by consumer packaged goods (CPG) companies. By the mid- to late-1990s, large companies were beginning to manage their corporate brands at an executive level. This […]
  Brad VanAuken