…to this delightful Tom Fishburne cartoon that lampoons the pretension behind so much mainstream marketing drivel. More about the marketing idea… “‘Brand Laddering’ is one of the most common marketing tools. To drive growth and loyalty, marketers frequently work to elevate benefits of the brand from technical to functional to emotional. But there’s a risk […]
Copywriting Notes – Makepeace And Bencivenga Part 6
Here’s the final segment of the interview between Clayton Makepeace and Gary Bencivenga. Gary reveals some of his secrets to creating a mutually profitable relationship between copywriters and clients. Let’s jump right in…
Marketing Lessons From Starbucks #2
OK, I promise that this blog isn’t going to end up being simply about Starbucks! However, something happened this morning that I think provides a useful tip and marketing lesson. When I got to Starbucks this morning (absolutely craving a Toffee Nut Flat White) I was met with disaster. The big espresso machine was out […]