Posts Tagged ‘Brand’



If Your Audience Isn’t Responding

It’s nice to create interesting media programming, but unless your audience responds in some way, you won’t last long. At Cooke Pictures, our mantra when it comes to media presentations is “action.” If you’re not getting a response, the first place you should look is viewer fatigue. In other words, is the audience simply tired of seeing what you’re presenting? Too often, we as programmers or advertisers get into a rut. Spots look alike, and producers use the same voice over artist, show the same graphic style, or tend to write the same way – over and over again. Viewer fatigue means that people are simply getting tired of it all. If your media isn’t getting much of a response, here’s some ideas to consider: Read the full article »

Impact Isn’t Always About Numbers

ROI (Return on Investment) is an impressive business sounding term, which means in business, it’s important. If you’re selling widgets then you need to track sales, and knowing how many widgets you sell versus how much you spend on manufacturing, sales, advertising, and marketing is important. But how about nonprofit organizations? In some cases, tracking ROI is very informative. How many water wells did you build based on donations to the project? How many meals did you distribute as a result of the grant? The truth is accountability matters, and particularly when it comes to future fundraising, Read the full article »

Does Your Product or Brand Influence Culture?

Brand expert Simon Williams says “Brands that influence culture sell more; culture is the new catalyst for growth.”  The concept of changing culture is hot.  Look at Google – it’s revolutionizing the way we work online – both personally and corporately.  There’s also a rush for brands to be green and help the environment.  Those brands are getting a lot of buzz right now.  Right or wrong, the perception of impacting culture adds an important layer to your Read the full article »

Disrupt Something, and Think the Unthinkable

When was the last time you shook up the thinking at your office? If it’s been too long, then maybe it’s time to start thinking the unthinkable, seeing what nobody else can see, and breaking a few rules. We are all creatures of habit, and it usually takes a jolt to shake us out of our rut. I know – I wrote a book on the subject. But climbing outside the rut is exactly where we need to be.  So start tomorrow.  Think of the projects you’re facing at work, and then think of the most Read the full article »

Is Your Communications Budget Slim To None?

We just wrapped an incredible Young Creative Leader Conference in Hyderabad, India, but until I can get back to the states, I’m having some great communications and media experts fill in with some guest posts.  Today’s post is from someone I consider the most thoughtful and effective church communications director in America – Kem Meyer.  Kem is the Communications Director at Granger Community Church in Granger, Indiana.  Today, she writes a post that will speak to everyone who works in a church, ministry, or nonprofit setting.  What if your communications budget is slim to none?  Here’s her answer: Read the full article »

Uncreative People Can Be Extremists

First of all, I believe all people are capable of being creative. Don’t believe me? Just check out a kindergarten class. Who’s not creative in that bunch? We’re all born creative, but somewhere along the line, some people choose to follow a different path. Which is why I believe you’re either a person who doesn’t realize how creative you could be, or a person who chooses to be uncreative. And in some cases, some choose to be Read the full article »

Is Your Brand Enriching Someone’s Life?

Looking out over the horizon, the hottest and fastest growing brands bring value to people’s lives. That’s why there’s a huge opportunity right now for brands that make a difference. Back in 2006, advertising legend Bob Greenberg said, “The real opportunity for brands now lives in finding ways to enrich lives.”  What about your product? It might be a Read the full article »

Be Careful about “Over-Branding”

There’s a great joke from an old Reader’s Digest magazine:  Cruising through Texas, a tourist asks a cattleman the name of his ranch. “It’s the Bar Seven, Double-O, Rocking J, Flying M,” said the rancher.  The tourist responded, “Do you have a lot of cattle?”  ”Nope, he said. “Not too many survive the branding.”  It’s not that different in some organizations. Remember, branding is a tool to help you tell your story more Read the full article »

Are You Trying Too Hard to Get Noticed?

One of the most important aspects of branding is being different – understanding that you’re unique. God has given you a DNA that’s all your own and to spend time trying to be like someone else only delays discovering who you really are. But some take that advice way too far. I saw an interview some time ago on Christian TV with a pastor who had refocused his entire ministry around Read the full article »

Branding Is Not A Religion

Since I wrote my book “Branding Faith” a number of years ago to address how branding applies to religious and nonprofit organizations, I’ve been amazed at the number of branding companies that have popped up specifically to work with churches.  Many of these companies are very good and doing excellent work.  But I’m also finding that for many, “branding” has become a religion.  I got a call from a religious ministry the other day who said, “We’ve just spent Read the full article »


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