Archive for the ‘Marketing’ Category
Between ethics and daily bread: A creative’s moral dilemma
The “creatives” umbrella covers a lot more that the following, but in this writing it will primarily refer and apply to graphic designers, art directors, copywriters, and photographers.
Regardless of how one decides to look at it, creatives are in the business of selling. Be it a product, service, idea, message, point of view or belief.
The...
A Guide to the Business of Creativity [free eBook download]
As I promised, I’d love to share a book that covers the issues that I discussed in the prior post. I strongly believe that this book will be an invaluable read not just to graphic designers but anybody in the creative industry.
The book is authored by David Parrish and it’s titled T-shirts and Suits, A...
Is a sale too complex to measure ROI on design, accurately?
If most prospect design clients share the same sentiment, with Tom De Marco, that “you can’t control what you can’t measure,” then it’s inevitable that most will believe that investing in professional design is not that much of a necessity.
One of the hardest (and in most cases, impossible) thing to measure, accurately, is the Return...
How Avis made the best of — not being the best
We all want to be known as the first, best, or biggest — don’t we? If someone has already been labeled that before us, what do we do? We work hard, in trying to overtake them.
Well not Avis. Instead, Avis searched for a silver lining in the cloud they found themselves in.
Avis admitted that Hertz was the first...
Modern psychology slowly dictates how and what creatives sell
As advertisers, marketers and graphic designers, to name a few, we are all in the same business. The business of selling.
We are employed to communicate our clients’ brand message/promise, which is usually their sales pitch for their product. Research has enabled us to recognize the product’s targeted market’s behavioral patters. This sort of pushes us...
Price is the communication of the value of your brand
Your brand possesses an assortment of attributes and meanings. Your brand connects with your consumers in both rational and emotional ways. Your brand also provides financial value for the company. Your brand is the source of your company’s profits. Your brand’s attributes, meanings and rational and emotional connections are sold, via the marketplace, to your...