Powerful ideas are amazingly flexible.
I enjoyed many years in the advertising business as a creative director. Creativity is much talked about today in the broader world outside of advertising, thanks to the popularity of design thinking, which transfers many of the tools and thought processes originating in the advertising and design fields into the disciplines of business strategy, technology innovation, and process improvement, among many others.
Creative thinking in any discipline does not happen in a vacuum, and one of the more common ingredients in the mix is a limited budget, often combined with its twin dread, limited time.
Years ago, the late Dallas illustrator, author, and book collector George Toomer coined a phrase that stuck with me. He said, “Beware of clients who operate on a shoestring because it is usually your shoestring.”
Many in the advertising, marketing, and PR fields struggle to establish the credibility and recognition necessary to be compensated at a level commensurate with other professional services. Design thinkers in other fields may be similarly starved by shortsighted organizations. Continue reading “Creativity on a Shoestring Budget”
Simple brand strategies often neglected by even the most earnest marketers.
Co-written by David Wenger and Dave Shaw in 2003. Still relevant today.
There are a thousand theories for how to strengthen your brand, and most of them have worked at one time for some company, or they wouldn’t have found their way into someone’s book on brand building.
But how much of what you read in the marketing press is really applicable to your industry, particularly if you are a technology or manufacturing company? Can the lessons learned from Starbucks brew success in the oil and gas equipment business, for example? The answer is both yes and no.
Over the years we’ve consulted with dozens of companies, such as JSR Micro, KLA-Tencor and Samsung Austin Semiconductor, that operate well beyond the “fun zone” of brand marketing. Our approach is based on integrated marketing—the principle that “everything communicates.” Continue reading “Six terribly boring ways to make your brand sizzle.”
Your PR team needs to get confident about ethics, particularly the younger members who haven’t yet witnessed ethical crises in their career.
This finding may not be surprising on the face of it. A recent study of Millennial-age public relations practitioners found them to be earnest, eager, and…naive.
The study, funded by the Arthur W. Page Center at Penn State and sponsored by the PRSA Board of Ethics & Professional Standards was administered during September of 2016 to newer members of the Public Relations Society of America.
The majority of respondents said they felt ill-prepared to advise their clients or employers about ethical issues related to their work, and in fact, did not even expect to face ethical dilemmas during their careers.
Yes, this is a facepalm cue for us
older more experienced members of the communications world but should we be surprised? These talented, young pros learned the craft from us. Continue reading “Ethics goes missing in training of young PR professionals”