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Taglines Are Bygone Marketing Relics | Adweek

Taglines Are Bygone Marketing Relics | Adweek | Advertising, I say | Scoop.it
The death of the tagline may be overstating the situation, but there’s a growing school of thought that considers taglines as bygone marketing relics. There’s certainly evidence that taglines have diminished in importance.
Karen Goldfarb Copywriter's insight:

"...the way we use taglines should shift from making declarative statements. In the ’70s, American Express warned “Don’t leave home without it,” and in the ’90s, Nike challenged us to “Just do it.” But now, as cultural power shifts from corporations to consumers, it no longer seems appropriate for brands to be issuing imperatives.

In fact, Nike’s vp of digital sport, Stefan Olander, recently said that the relationship between his company and customers has changed so much that Nike’s legendary tagline almost no longer applies: “People now demand us not to say, ‘Just do it.’ They say, ‘Help me just do it.’”

 

It's an interesting perspective. I'd argue the other end of the spectrum, however. The article states that "an effective tagline helps a brand stand out in the customer’s mind. As such, taglines work when a brand’s differentiation is derived from a product attribute." With so many companies today choosing names that don't convey anything about what they do, or even confuse the issue, a tagline could be a necessary tool. 

 

For example, one of my recent client's competitors is a loyalty program called Belly. Is it just for food and restaurants? Fitness? No. I created a tagline for my client even though it wasn't on their to-do list because I thought it would help quickly define what they're about, and they said their target audience, small businesses, don't necessarily understand how loyalty programs work or could work for them. Boom! Product attribute = tagline.

 

I think the issue is more that many new brands simply aren't familiar with when to use a tagline and how it could help them.

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5 packaging questions you forgot to ask - Vittles

5 packaging questions you forgot to ask - Vittles | Advertising, I say | Scoop.it
Your package is the biggest billboard for your brand. Isn’t this part of brand building? Sure is. But food packaging has so many intricacies that there’s a whole subset of … More »
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How To Start A Creative Agency

How To Start A Creative Agency | Advertising, I say | Scoop.it
(by @snorewell)
Karen Goldfarb Copywriter's insight:

Terrifyingly true.

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Fadi Darweesh's curator insight, February 3, 1:28 AM

Advertising Agencies in a nutshell

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BiC campaign encourages writing vs. texting

BiC campaign encourages writing vs. texting | Advertising, I say | Scoop.it

School: Miami Ad School, Miami, USA Art Director: Michelle Liuzzo Via

Karen Goldfarb Copywriter's insight:

Bic implies that we say more when we write then when we text. Not sure I agree with the sentiment but it's a nice sentiment.

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How To Create Compound Names Like Instagram, Snapchat & Airport | Igor

How To Create Compound Names Like Instagram, Snapchat & Airport | Igor | Advertising, I say | Scoop.it
Karen Goldfarb Copywriter's insight:

Using this methodology, my new name will be Writlancer. And I will now eat all my meals at Facefood. 

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Are Parallel Universes Unscientific Nonsense? Insider Tips for Criticizing the Multiverse

Are Parallel Universes Unscientific Nonsense? Insider Tips for Criticizing the Multiverse | Advertising, I say | Scoop.it
Although we dont know whether parallel universes exist, we know something else about them with certainty: many people instinctively dislike them, and whenever a physicist writes a book about them, the Web erupts with claims that they are unscientific nonsense.
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11 Tips On How to Drive Sales With Content (Infographic)

11 Tips On How to Drive Sales With Content (Infographic) | Advertising, I say | Scoop.it
Promoting content effectively allows it to reach more potential customers.

Via Peg Corwin
Karen Goldfarb Copywriter's insight:

Content marketing works. My favorite insight has always been about creating content for before a "prospect" even knows they have a problem.

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Peg Corwin's curator insight, November 28, 2015 11:28 AM

Excellent infographic with key points to drive sales with Content Marketing.  "68% of B2B organizations have not identified their funnel."

Paulo Tavernard's curator insight, November 29, 2015 4:01 PM

11 dicas interessantes para vender

Marketing Leap's curator insight, November 29, 2015 10:45 PM

Did you know you can add 86% increase in conversions by adding video to your landing page? Here are 11 great tips on driving sales with content on your site! 

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Is your brand male or female?

Is your brand male or female? | Advertising, I say | Scoop.it
Shortly after Jenny Niemann launched her office furniture dealership last year, a branding consultant asked her a question that put her back on her heels.
Karen Goldfarb Copywriter's insight:

Do gender stereotypes still make a difference when it comes to defining a brand? Some evidence says yes, they do. 

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Coming Up with a Name that Sticks | Lamfers & Associates

Coming Up with a Name that Sticks | Lamfers & Associates | Advertising, I say | Scoop.it
Karen Goldfarb Copywriter's insight:

5 guidelines for naming your brand. 

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12 beautiful words describing love that don't have an English equivalent

12 beautiful words describing love that don't have an English equivalent | Advertising, I say | Scoop.it
LONDON — Have you ever had a strong feeling or emotion that you can't easily put into words?
Karen Goldfarb Copywriter's insight:

Cafuné sounds like there's a haircare product in the near future. 

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Selling Shame: 40 Outrageous Vintage Ads Any Woman Would Find Offensive

Selling Shame: 40 Outrageous Vintage Ads Any Woman Would Find Offensive | Advertising, I say | Scoop.it

Via k3hamilton
Karen Goldfarb Copywriter's insight:

Lysol was sold as a douche? Yes, but here's the catch. It was really for birth control.


"These ads aren’t frightening women into thinking their genitals smell badly.  According to historian Andrea Tone, “feminine hygiene” was a euphemism.   


"Birth control was illegal in the U.S. until 1965 (for married couples) and 1972 (for single people).  These Lysol ads are actually for contraception.   


"The campaign made Lysol the best-selling method of contraception during the Great Depression." Quote from thesocietypages.org. 

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4 Ways to Expand Your Brand | Lamfers & Associates

4 Ways to Expand Your Brand | Lamfers & Associates | Advertising, I say | Scoop.it
     
Karen Goldfarb Copywriter's insight:

Great insights from my friend Debra Lamfers on ways for brands to expand their reach through co-branding, new categories and more.

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7 Sneaky Subliminal Messages Hidden in Ads @mentalfloss.com

7 Sneaky Subliminal Messages Hidden in Ads @mentalfloss.com | Advertising, I say | Scoop.it
via WordLink - Does subliminal advertising really work? It got attention for these companies.
Karen Goldfarb Copywriter's insight:

That's freaky-sneaky. 

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Missing Story Sharing In A Big Push to Humanize Marketing

Missing Story Sharing In A Big Push to Humanize Marketing | Advertising, I say | Scoop.it
Bryan Kramer serves as a sort of Zen master to digital marketers. While marketers comb through social analytics, Google analytics and the other daily jetsam of marketing campaigns, only to discard the analysis when a new metric turns up, Kramer’s company Pure Matter exudes a composed calm, adjusting its campaigns [...]

Via Karen Dietz
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Karen Dietz's curator insight, May 12, 2015 6:29 PM

I really love this post advocating for Human 2 Human (H2H) communication instead of business speak.

 

The author @MarkFidelman is talking about the book by Bryan Kramer called Shareology: How Sharing Is Powering the Human Economy. He quotes Kramer in the article:

 

“As marketers, we've been trained to speak 'business to business' (B2B) or 'business to consumer' (B2C). But instead of this creating a simple framework for dialogue between humans, it set forth an unnatural language for marketers, using words like 'synergy' and 'speeds and feeds' to tell the stories of products and services to their buyers and partners.”

 

I couldn’t agree more.

 

Both authors then go on to advocate for storytelling. Yay! I’m stoked. Yes – it’s about story sharing! Someone in marketing is finally catching on to the difference the dynamic of story sharing can make in marketing.


Imagine my dismay when I read a little further in the article “Yet, as Kramer told me, sharing needs to be combined with creative and interesting content. Story telling is important, and telling it in a creative way is key.”

 

Oh no! They missed the connection. What they are really talking about is “I create a piece of content, you share it, and I’ll share your piece of content in return.” Woo hoo – sharing has occurred.

 

OK – we know the magic that can happen when we share stories – H2H – back and forth. We know connection, trust, credibility, believability, and relationship gets established and grows. This is not the same as swapping blog posts, and the article shows we still have a ways to go in shifting marketing practices from telling to sharing.

 

What can you take away from this post? Well, there are 3 other pieces of advice the authors make that I like. And I love the points made at the ending. So go read those and tell me what you think.


Next, let’s all focus more on actually swapping stories between companies and customers to leverage the amazing power of H2H communication.


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

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Why Startup Marketers Need to Find Their Tribe

Why Startup Marketers Need to Find Their Tribe | Advertising, I say | Scoop.it

“I’m so glad to hear this. I’ve literally been pulling my hair out trying to get all of these systems to work together, and I didn’t know everyone

Karen Goldfarb Copywriter's insight:

Great advice for marketers in startups, where resources are scarce and ideas are critical.

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INSIGHTS: Our Top Picks at the Winter Fancy Food Show  

Karen Goldfarb Copywriter's insight:

Going to SF's Fancy Food Show? Here are top picks from my friends and colleagues at Lamfers & Associates.

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Why Your CTA is Killing Your Conversion Rate — Medium

Why Your CTA is Killing Your Conversion Rate — Medium | Advertising, I say | Scoop.it
The mighty call to action button (CTA) is the final gateway to turn visitors into leads which later become customers. A …
Karen Goldfarb Copywriter's insight:

Interesting thoughts on the call to action button's importance.

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Sonu Sharma's curator insight, January 30, 6:10 AM

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DND. Seriously, unless...

DND. Seriously, unless... | Advertising, I say | Scoop.it
Representing select still & motion photographers, illustrators, retouchers and copywriters.
Karen Goldfarb Copywriter's insight:

I would stay at any hotel cheeky enough to have these Do Not Disturb door hangers.

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25 Twitter Chats: Just for Marketers

25 Twitter Chats: Just for Marketers | Advertising, I say | Scoop.it
Do you participate in Twitter chats? Do you participate in Twitter chats? This article shares 25 Twitter chats for marketers.

Via Peg Corwin
Karen Goldfarb Copywriter's insight:

Anyone attend any of these? What's your favorite?

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Peg Corwin's curator insight, November 21, 2015 2:37 PM

Find several regular Twitter chats on content marketing, inbound marketing and more.

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You Can't Do It: 9 Delightfully Uninspiring Author Quotes

You Can't Do It: 9 Delightfully Uninspiring Author Quotes | Advertising, I say | Scoop.it
As an antidote to over-enthusiasm, we refer you to some of the most biting and uninspiring author quotes for a little negative reinforcement.
Karen Goldfarb Copywriter's insight:

If you were wavering between thinking-about-doing-something and not-even-trying, this should push you over the edge.


My favorite is this one: 

“Potential has a shelf life.”

Margaret Atwood, Cat’s Eye, 1988


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Comparing the ROI of Content Marketing and Native Advertising

Comparing the ROI of Content Marketing and Native Advertising | Advertising, I say | Scoop.it
Which one should you invest in?
Karen Goldfarb Copywriter's insight:

Interesting article. To sum up, "...these data-driven findings suggest how companies might get a better bang for their buck with content marketing — especially if they’re looking for a wide reach with different publishers and audiences. However, for those mainly interested in guaranteed placement with a big-name publisher, native advertising might be the way to go"

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Woman Stalked Across 8 Websites By Obsessed Shoe Advertisement

Woman Stalked Across 8 Websites By Obsessed Shoe Advertisement | Advertising, I say | Scoop.it
LAWRENCEVILLE, GA—Expressing her growing unease at repeatedly spotting the same picture and text lurking in the corners of her favorite webpages, local woman Laura Spelman confirmed Monday that she has been stalked across eight different sites by an obsessed Nine West shoe advertisement.
Karen Goldfarb Copywriter's insight:

Leave it to The Onion to sum up retargeting perfectly.

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The Elements of Style

The Elements of Style | Advertising, I say | Scoop.it
The Elements of Style, strikes a chord in me. It begs the question, “What makes a writer a good writer?”
Karen Goldfarb Copywriter's insight:

A very interesting and provocative thought piece on what it means to truly be a writer. If you're an aspiring writer (and you should always be one if you're a writer at all), give it a read then put it aside. Writing is like dancing--practice but don't count the steps.

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Storytelling: Overcoming What Makes Us Stop

UPDATE: Thanks for all your kind words guys! It's quite overwhelming to see this shared and retweeted all over! All sins typographic in nature have been amended,…

Via Karen Dietz
Karen Goldfarb Copywriter's insight:

Always loved this insight. It makes you feel a lot better about sucking at something new.

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Karen Dietz's curator insight, August 19, 2015 12:45 PM

This American Life storyteller Ira Glass rocks, and here's a quick video with storytelling advice we rarely hear.


Sure, people have great enthusiasm to become great storytellers in their business, or as a leader, or to change the world. Yet becoming a great storyteller requires practice -- i.e. telling stories a lot.


Most people start practicing and then stop, never achieving their dreams. Why? Because of what Glass talks about in this quick video.


Watch this piece, pay attention, and don't stop practicing when you  hit this road bump.


Story on!


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

Michael Williams StoryCoaching's curator insight, August 21, 2015 6:52 AM

We're all great at beginning, aren't we? But inevitably we run into a roadblock, get distracted or bored. Has this happened to your storytelling. All excited at the beginning but seem to have run out of steam? It happens to all of us. In this short video, Ira Glass offers some good advice to keep you going when the going gets tough.

 

Michael Williams, StoryCoach www.michaelwilliamsstorycoaching.com

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The five worst habits of selfish brands

The five worst habits of selfish brands | Advertising, I say | Scoop.it
"Do you know a selfish brand?Most of us do. We encounter them constantly – trying to promote their latest and greatest product ..."
Via Leona Ungerer
Karen Goldfarb Copywriter's insight:
Calling out Apple and Honey Boo Boo in the same article.
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It’s hard to refute a convincing demo

It’s hard to refute a convincing demo | Advertising, I say | Scoop.it

Subscribers to this Brazilian magazine get a package of Neutrogena Deep Clean wipes and are encouraged to wipe off the actress’ makeup.


Agency: DM9DDB, Sao Paolo. Via: BrandflakesForBreakfast. Adweek’s piece here.


Via steve rutter
Karen Goldfarb Copywriter's insight:

This looks like fun.

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