I attended a business marketer’s luncheon last week at which industry guru Andy Sernovitz was the speaker. He spoke about honest marketing—a radical concept, huh? Except it does seem to be more novel than I first thought. Andy gave the example of Nokia’s commercial for...

If you are competing on price, it means your customers can’t tell the difference between you and Brand X. 

 

If clients are asking you to discount, it means they are making their purchasing decision based solely on price. You don’t want that. Why? Because it means they c...

So often advertisements try to gain attention with a crazy headline or a ‘cool’ photo that has nothing to do with the product or service. Instead, those ads should focus on explaining why someone needs their product or what their services are. Consumers can‘t be expert...

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