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Casual Articles - Branding, Concept, Communication and Focus Testing
I recently answered a question at quickbooksgroup.com that basically asked:Can I show an amount from an old invoice on a current invoice?Yes, you can. There is a rather complex work-around I developed, that transfers the balance from an old invoice to a new one. It does so by zeroing out the amount from the older invoice.However, this is not a good practice. Because it's not a good practice, I'm not going to show you how to do it.Here are two reasons why it's not a good practice:1. It creates bad PR for your business. You have already sent your customer the old invoice. On their books, they sh
Now, see if you remember this one. A mother is about to drop her child off at school, and asks if he’d rather get dropped off at the curb instead of directly in-front of the school. The child says, “nah, that’s okay mom.” He steps down from the Hummer and stro
When we are talking about passing valuable information, we are not talking about trade secrets or insider information on the competition. We are talking about statistical information that will have some impact on conducting business. For example, you are about to have a meeting with a company that specializes doing training in the classroom. They want to move into an elearning classroom but find that the technical labs do not work across the internet. You have discovered a remote lab technology that will solve their problem. When you go into the meeting, you will have information that is very valuable for that company. When you give them tha
On the other hand, there are many talented Web designers to choose from. But talent will only take one so far. A designer has to understand and master the essence of design: Design with purpose, Create with purpose, and Implement with purpose.
As with the world of print, TV, and radio, a designer must design with four specific goals in mind:
Branding Good branding makes the cash register ring. Take Fox News as a case in point. Unlike CNN or MSNBC, Fox strives to be a bit more edgy and bold -- and they lead the pack. Their logo animation, bumper graphics, and over-the-shoulder graphics are bright primary colors. Even their music is a bit edgier with guitar riffs versus the subdued music tones of the other stations.
Concept A great concept on a shoe-string budget will blow away a weak concept on a multi-million dollar budget any day. For example, how many truck or SUV commercials have you seen with guys careening through mud or snow-covered mountain passes as the words scream out “Chevy Tough” or “Ford, Built to Last.” I can’t believe executives at these car companies spend millions each year on poorly conceived advertising campaigns.
Now, see if you remember this one. A mother is about to drop her child off at school, and asks if he’d rather get dropped off at the curb instead of directly in-front of the school. The child says, “nah, that’s okay mom.” He steps down from the Hummer and stro
When it comes to promoting businesses, few approaches are as popular or as wide spread as promotional pens. Pens are small, easy to carry, extremely useful to just about anyone anywhere, and are easy to give away to your customers, possibly to be passed on to potential clients in the future where new business can take root and grow. Promotional pens are a great way to get your business and your name out there and should not be overlooked when you are doing your advertising.Cheap plastic pens are the norm in this case, however metal pens can leave behind an incredible impression and will last your customers longer since they will be
As with the world of print, TV, and radio, a designer must design with four specific goals in mind:
Branding Good branding makes the cash register ring. Take Fox News as a case in point. Unlike CNN or MSNBC, Fox strives to be a bit more edgy and bold -- and they lead the pack. Their logo animation, bumper graphics, and over-the-shoulder graphics are bright primary colors. Even their music is a bit edgier with guitar riffs versus the subdued music tones of the other stations.
Concept A great concept on a shoe-string budget will blow away a weak concept on a multi-million dollar budget any day. For example, how many truck or SUV commercials have you seen with guys careening through mud or snow-covered mountain passes as the words scream out “Chevy Tough” or “Ford, Built to Last.” I can’t believe executives at these car companies spend millions each year on poorly conceived advertising campaigns.
Now, see if you remember this one. A mother is about to drop her child off at school, and asks if he’d rather get dropped off at the curb instead of directly in-front of the school. The child says, “nah, that’s okay mom.” He steps down from the Hummer and stro
Without a doubt, the King of Reality TV is Mark Burnett. From Survivor to The Apprentice to The Contender, Mark Burnett has been the man behind some of the most successful shows in history. But how did he do it? How did this former British Paratrooper become one of the most powerful men in Television.A big part of Mark Burnett's success can be attributed to his special forces training. In so many instances, these men find themselves in situations where all seems lost, but they continue on regardless. This sort of mental toughness and discipline is essential to the entertainment industry, where things will go against you and you most c
Concept A great concept on a shoe-string budget will blow away a weak concept on a multi-million dollar budget any day. For example, how many truck or SUV commercials have you seen with guys careening through mud or snow-covered mountain passes as the words scream out “Chevy Tough” or “Ford, Built to Last.” I can’t believe executives at these car companies spend millions each year on poorly conceived advertising campaigns.
Now, see if you remember this one. A mother is about to drop her child off at school, and asks if he’d rather get dropped off at the curb instead of directly in-front of the school. The child says, “nah, that’s okay mom.” He steps down from the Hummer and stro
Several companies specialize in providing packaging services that are sourced by manufacturers to deliver well packaged products to their consumers. The existence and usage of highly sophisticated packaging equipment for different kinds of products has made good quality packaging a must for all products that reach retail shelves.Large scale manufacturers find it more cost effective to include a sophisticated packaging machine in the assembly line and turn out a packaged product ready to be shipped. However, for smaller manufacturers, investing in a packaging machine is not a viable option. So they opt for packaging services offered by
Now, see if you remember this one. A mother is about to drop her child off at school, and asks if he’d rather get dropped off at the curb instead of directly in-front of the school. The child says, “nah, that’s okay mom.” He steps down from the Hummer and stro
Most business owners assume that advertising is used to influence a customer to purchase a particular brand. However, brand advertising is only one approach that needs to be considered when deciding which marketing strategy is right for your business.If your aim is to heighten awareness of a particular brand amongst your customer base, then brand advertising is probably for you. Your advertisement should support your goal of attracting customers from a rival supplier, so as to either increase your market share, or arrest any decline in sales. Ask yourself: what can I do in this ad to stimulate selective demand? That is, demand for
Now, see if you remember this one. A mother is about to drop her child off at school, and asks if he’d rather get dropped off at the curb instead of directly in-front of the school. The child says, “nah, that’s okay mom.” He steps down from the Hummer and strolls up to the school entrance while an older student, with his eyes glued to the Hummer, says “cool.” This is a “concept;” a very well executed concept. It strongly conveys an attitude. Even Hummer’s theme music has attitude. The branding and concept raises the Hummer’s image above the rest.
Your Web site or your client’s Web site should convey this type of branding and concept. Think outside the box. Look at other well executed designs for inspiration. Don’t look at the industry, look at the design. Just because you’re building a Web site for a golf course doesn’t mean you should only Google golf courses in your research. Look beyond. Here are some great Web site resources for creative inspiration.
http://www.commarts.com
CA-
Communication Arts, the online counterpart of Communication Arts magazine.
http://www.designinteract.com
Design Interact, The premier source of information and inspiration for the field of interactive media.
http://www.coolhomepages.com
Cool Home Pages, Great resource for designer's block.
Communication During my career in broadcast graphics we would churn out graphics for the evening n
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