In the 21st century, 14-year-old kids know that before naming anything you need to get online to find out if the URL is available and the brand unregistered for the desired use. It only takes 10 minutes. In 1966, teenagers did not think that way and businesses needed lawyers, specialists and weeks of research to … C’mon read the rest.
Manufacturers began identifying products by placing a mark on the package in the 19th century when production of household goods moved to factories. Several sources cite soap as among the first goods so named. Appropriately, soap remains among the most broadly and diversely branded products. Ironically, the notorious entertainment brand it spawned, the soap opera, … C’mon read the rest.
When it comes to publicity, creative ideas will overcome near-impossible challenges. My colleague Beth Nelson, who now operates PPR Communications , dreamed up one of my all-time my favorites when we worked together in 1992. That summer we launched the Royal Majesty cruise ship. Although the liner’s home port was Miami, we introduced it in … C’mon read the rest.
Media and hype are inseparable. They are like flowers and bees. The flower always attracts the bee, which needs it to produce food. The bee returns the favor by helping the flower reproduce. The hype-bee has no appetite for a media-flower unless it is wildly different from every flower that has ever existed. This is … C’mon read the rest.