
Some of our White Papers contain the secrets to branding success, naming strategies, ad budgeting, SEO progress, not to mention personal fulfillment and whiter, brighter teeth. So, gee, you'll have to read and study* them all:
- NEW! The Four-Word Revolution
- Fairly new. The Post-Literate Era: Planning Around Short Attention Spans
- The Mimi Syndrome, and how to get over it.
- Why Are the Yellow Pages Like Nursing Homes?
- Pay-Per-Click 101
- Findability: Catch the Fourth Wave
- The Curse of the Three-Initial Name
- Not so new, but cool. Unlocking the Secrets of SEO
- ¿Tradúzcalo? Hispanic Marketing 101
- Branding Eye for the Business Guy
- Lessons From Armpits
- Time Travelers Unite! Let's Save Oldsmobile.
- How Can You Be Sure Your Advertising is Only Wasting Half Your Money?
- Rules of Thumb
- Production Values
- The Awareness Religion vs. Persuasion
- How to Budget for Advertising
- How to Approve Ads
- On Cocktail Napkins
- How to Choose an Agency
- The Major Problem of Minor Brands
- Using All the Tools in the Toolbox: A Scoreboard for Brand Asset Deployment
- New Product Russian Roulette: Improving Your Odds
- The Impact of Discounting on Brand Equity
- The Death of the Marketing Plan
- In Defense of Disruption
- Jobseekers from Hell - The World's Worst Cover Letters
Send two friends to our website, and the wheels on the buzz go 'round and 'round.
*Read our White Papers, enjoy, download and print 'em, share them with your whole glee club. But include the copyright, and don't go 'borrowing' parts. We'd have to get medieval on you, to politely paraphrase the movie. What got us thinking about this was this very nice young lady from Australia who asked us by email if we were (how did she put it?) "insane" to put all this valuable stuff out on the internet where anybody might do some conceptual shoplifting. This left us puzzling about Australian ethics and/or the sturdiness of the copyright laws in an age of high-velocity content. After a period of contemplative meditation (i.e., the cocktail hour), we still came down on the side of putting the good stuff out where people can dig into it.There are already enough advertising/branding sites out there with near-zero substance, don't you think? Pointless Flash and we-cut-the-clutter bravado? Offering meaty content can lead to some interesting chemistry. We meet new and interesting clients from all over, who respond enthusiastically to our insights, methodology, and/or snarky attitude. Bunches of résumés arrive from talented people who figure this would be a good creative factory to work in. The number of universities where our White Papers are part of the MBA curriculum is now in double figures, which we think is just swell. We know of at least nine in America and four in India. (Imagine that.) We've been known to speak to MBA classes, CEO networking groups, and conventions on branding topics. We've learned to share our toys. So, if somebody is plagiarizing us (in Australia?), let us know and we'll unleash the legal dogs. In the meantime, we'll continue to cast our bread upon the web, and wait for the biblical hundredfold ROI. Yeah, we know, it breaks the rules, but so does writing a loopy, windy footnote which nobody would actually read.
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