May 19, 2009
Twitter sure does come up in conversation a lot. More often than not, clients and colleagues are well aware of the "buzz" surrounding the app, but simply don't understand the application. They ask: How does it work? What can I do with it? Is it good for business? Is it a good thing to have for improving our SEO results ? Should I get an account? Funny how a little application that only allows typing of 140 characters at a time can be SO intimidating-yet-useful. I'll try to shed some light on it here in this short article.
<continue reading this article> Posted by klaus
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October 23, 2008
As I set out to write a short post on the importance of a focused positioning, I figured I'd start out with a few examples of companies, products or services that are well-positioned for success in their market. Well, as it turns out, I stumbled across an example of the exact opposite—a company with NO positioning whatsoever. I'd like to take a minute to highlight this extreme example to establish a foundation for discussion, and possibly turn this into a series of posts on positioning.
This post could turn out to be considered a usability review, God knows I've done plenty of them. But since the example site I use here lacks in so many departments, I'm considering this a uselessness review.
Add this to the list of Rules For Positioning: Don't ask questions to introduce your brand. Make a statement. Then offer content or tools to support that statement.
<continue reading this article> Posted by klaus
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October 08, 2007
Many start-ups think through their branding and messaging before they even launch. But often times, a business starts innocently enough and then morphs into a full-size, living, breathing, entity—with an identity and branded image that has morphed right along with it.
<continue reading this article> Posted by klaus
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September 17, 2007
Savvy companies don't just collect customers; they connect with them. They move beyond self-absorbed advertising messages, and deliver content that generates awareness for your brand and — here's the important part — makes customers more knowledgeable and engaged.
<continue reading this article> Posted by klaus
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August 14, 2007
Hindsight can certainly be 20/20. But don't wait until your next campaign is over to decide whether it was a success. It is crucial to define success and set clear, measurable goals at the onset of any marketing campaign. This not only permits proper measurement in post mortem, but also gives you and your design/marketing team the ability to adapt and make course corrections midway.
We will be covering web metrics, specifically, in a later issue. For now, we'll focus on the higher-level business metrics.
<continue reading this article> Posted by klaus
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May 24, 2007
Design and storytelling go hand-in-hand. While you can have one without the other, a healthy combination of solid storytelling and good design will almost always result in a stronger product. This is truly exemplified in the art of filmmaking. If you are a filmmaker, you are a storyteller. More specifically, you are a visual storyteller. O.K., now that we’ve pointed out the obvious, let’s take a look at how design-thinking benefits the storyline and its visual representation.
<continue reading this article> Posted by klaus
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May 09, 2007
Designing, developing, and launching your website alone is not enough. You have to let users know it’s there. We’ve seen many clients spend hundreds of thousands of dollars to design and then redesign a site to improve its effectiveness, when in fact, the problem was that they hadn’t done enough to attract or otherwise notify their desired audience that the site was there in the first place.
<continue reading this article> Posted by klaus
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