Category Archive for "Branding"
7 Keys to Breakthrough Messaging for Aerospace and Defense Marketers
Memorable, iconic messaging looks effortless, but it’s anything but. Drafting the right three words (like “Here Comes Hope”) may take three minutes – or three hours – but is essential to effective marketing. But how do you do it? Well,…
Critiquing An Aerospace Advertisement: AugustaWestland
Dear AgustaWestland, Nothing about this ad makes sense to me, so I am assuming it was designed by a committee. Most likely it was a last-minute endeavor, and perhaps this was the only thing everyone could agree on, but your…
Nostalgia Marketing. It Works.
There’s a new trend in marketing that has companies looking to the past to make an emotional connection with their customers. And according to a recent article in Adweek, it’s working for brands ranging from Jack Daniel’s to Lego. Connecting…
How To Write A Stronger Value Proposition
I opened an excellent business aviation magazine this morning to an OEM ad touting the company’s “Fifty Years of Passion.” A few pages later I came across another full-page ad explaining, “Excellence Defines Our Company. Passion Makes It Fly.” Yawn….
Airbus Rebrand: Will it Fly?
Rebranding is risky business and more than a few well-intended efforts have ended badly. The JC Penney rebrand was an epic fail that could drive the retailer into bankruptcy. A revamped Gap logo sparked a global uprising. And I’ve already…
Branding: It’s in the Bag
Would you pay $9,000 for a handbag? How about $150,000 or more? Plenty of people do. In fact, the Hermès Birkin bag, created in 1984 for actress/singer Jane Birkin, is so coveted that it commands these prices and is reputed…
Developing Honest And Effective Messaging
Are you writing/designing/exhibiting/strategizing to reach and engage your intended audience of prospects in the most effective ways possible? Or are you doing what is expected and what you believe you can sell internally? If you are developing communications for the…
The True Cost of Creativity
Except for the very smallest of jobs, creative fees are always a small fraction of total costs (printing, media, etc.). The incremental difference between having professional, outside support or not will typically only increase costs from 5 to 10% on…
Keeping Up With The Joneses: Analysis On B2B Marketing Spending
How much are other B-to-B companies spending on marketing? 40% report marketing budgets of under $1 million 21% report marketing budgets ranging from $1 million to $4.9 million 17% spend $5 million or more Where are they spending their money?…
Some More Things We Know About Aerospace Marketing
We know that aerospace companies are conservative and tend to copy one another in their marketing efforts. Everyone’s logo is red, white and blue. Everyone has a Skunk Works, or a Phantom Works, or a Hawk Works. Use this to…