Branding Archives - Page 15 of 20

07Feb 2013 by Bob Cargill

The Cure for the Common Sign

Advertising, Branding, Business, Marketing

On a visit to the Burlington Mall recently, shortly after I had entered the building, I came across this very cool sign from Lahey Clinic at my feet. Okay. It’s just a sign, but the marketer in me couldn’t help but be ridiculously impressed with how much it had going for it. Seriously, I was so smitten with its stopping power, I had to, well, stop whatever it was that I was doing and take a picture of it. I like this sign for more reasons than one… It's located on the floor, where you might not necessarily expect to see a sign. Its message serves to reinforce the Lahey Clinic brand and goes a long way toward the promotion of healthy living. For walkers, it’s a very practical sign with an…

26Oct 2012 by Bob Cargill

Presentation: 10 Ways to Succeed as a Copywriter

Advertising, Blogging, Branding, Business, Copywriting, Direct Marketing, Marketing, Social Media

10 Ways to Succeed as a Copywriter from Bob Cargill My first job out of graduate school many years ago was as a copywriter for RCA Direct Marketing in New York City. And the rest, as they say, has been history. Since that first gig writing about popular records (yes, vinyl) and tapes (cassettes and eight-tracks, to be specific), I've written about an incalculable number of other products and services, from business cards to books, healthcare to software, magazines to music, travel to tuxedos and more. I've also written direct response fundraising copy for dozens of charitable organizations -- which, by the way, has been some of the most satisfying work I've done over the course of my career so far. I may have worked for a number of different companies, developed new…

12Sep 2012 by Bob Cargill

The Picture of New Marketing — Dunkin’ Donuts

Apps, Branding, Business, Marketing

Their bakery sandwiches, especially the Chicken Salad on a Croissant or the Texas Toast Grilled Cheese, are very tasty. And truth be told, I just love their Caramel Swirl Latte. Their coffee is the best ever. I really like their bagels. And their donuts are always a nice treat. As if those aren't enough reasons for me to be such a big fan of Dunkin’ Donuts, I now enjoy doing business with them even more. That's because I recently downloaded their new mobile app, which makes it possible for me to use my Dunkin' Donuts card to pay for my order with my Android smartphone. What also impresses me about this app is that customers can use it to reward their friends with a virtual DD card – via text,…

20Aug 2012 by Bob Cargill

The Picture of New Marketing — Panera Bread

Branding, Business, Cause-Related Marketing, Marketing

I don’t often get out for lunch during the week. I have this stubborn, longstanding habit of eating at my desk, saving myself a little time and money in the process, but missing out on a short, healthy break away from an otherwise long day at the office. It’s a trade-off I’m willing to make in order to cram a little more productivity into my day, a routine that’s always worked well for me. But when I do go out to lunch these days, I almost always go to Panera Bread. There’s a location minutes away from my office in Lexington -- at 1100 Lexington Street in Waltham -- so it’s certainly convenient for me. But that’s not the only reason why I go there. For starters, I like the food…

10Jul 2012 by Bob Cargill

The Picture of New Marketing — Warby Parker

Branding, Business, Marketing, Twitter

[caption id="attachment_2891" align="alignright" width="300" caption="Photo Courtesy of Warby Parker"][/caption] You don’t have to look far to see the latest rage in eyewear. Turn on the TV. Flip through a magazine. Check out your colleagues. Take a poll of your friends. In the blink of an eye, it seems like everyone who wears glasses has jumped on the bandwagon and is now styling the new thicker, so-called hipster frames. Of course, many brands in the industry have responded to this new trend, but one company in particular has stood out to me in a big, positive way... That would be Warby Parker. I first learned about Warby Parker while watching NBC's The Today Show on May 25 of this year. Included in a segment about how eyewear has gone geek was a brief interview…

28May 2012 by Bob Cargill

The Picture of New Marketing — Harvard Vanguard Medical Associates

Advertising, Blogging, Branding, Business, Facebook, Marketing, Social Media, Twitter, YouTube

I've been seeing the same physician in the same building in Wellesley for more than 20 years. And I've been happy -- very happy -- with the healthcare he and his colleagues have provided me with there at Harvard Vanguard Medical Associates all that time. Some things never change. And that's a good thing. But what has changed over the years is how this group medical practice markets itself. And that's also a good thing. I can't honestly say I remember how they used to promote their services back in the day. But I've definitely taken note of their marketing activities of late. And maybe that's the point. Thanks to their blog (where they publish articles about everything from "Tips for Getting Ready for the School Year" to "Computer use and…

07May 2012 by Bob Cargill

The Picture of New Marketing — Redbox

Advertising, Branding, Business, Marketing

Netflix. Amazon Instant Video. Blockbuster @Home. The Apple iTunes Store. On demand from Verizon, Xfinity, Comcast or another cable TV provider.... I don't know where you rent your movies, but my wife, Barbara, and I are huge fans of Redbox. We love both the convenience and affordability (only $1.20 per day) of renting movies via the big, bright, candy apple red kiosks, of which there are two in Sudbury (MA), the town in which we live, at the Shaw's and Sudbury Farms supermarkets. Redbox. Brilliant business model. Great branding. And, if you ask me, the picture of new marketing. So...where do you rent your movies? And why? Please don't hesitate to join the conversation by leaving a comment below. Thanks. To learn more about Redbox, click here.

22Apr 2012 by Bob Cargill

My Blog Post on Video Series: 10 Ways to Succeed as a Copywriter

Advertising, Blogging, Branding, Business, Copywriting, Direct Marketing, Fundraising, Marketing, Public Relations, Social Media, Twitter, YouTube

If you're a content creator like me, someone who goes to great lengths to share your own knowledge and opinions via social media, you know how important it is to get the most mileage out of your original work. Frankly, I’m always thinking of new ways to leverage and repurpose my efforts. So as I was writing the posts in my “10 Ways to Succeed as a Copywriter" series, I’ll admit that I was thinking all along that they might lend themselves quite well to video. After all, I had already turned a number of blog posts into short clips that I had uploaded to YouTube, each of which featured me talking straight into the camera from a variety of different locations. I envisioned this series to be no different. What…

03Aug 2011 by Bob Cargill

4 Lessons Marketers Can Learn from Local TV News Reporters

Branding, Marketing, Social Media

This post was initially published on BostInnovation on July 28, 2011. To read the original post there, click here. Today – thanks to social media, smartphones and other new digital communications platforms and tools – what the savviest of consumers are asking of their favorite brands is almost as much as they’d expect from their best friends and family. They want your time, support and undivided attention – and they want it at their convenience. It’s not just due to modern technology, though. It’s a bold, new sense of entitlement that’s been enthusiastically adopted by those on the receiving end of your messages. In this era in which the corporation has ceded control – albeit reluctantly – to the customer, businesses can’t afford to be seen as out of touch, behind…

Category: Branding