While listening to a set of audiotapes on the history of philosophy, I was struck by how well networked scholars and thinkers were in the seventeenth and eighteenth centuries. When airplanes and computers, much less FedEx and the Internet, were still science fiction, philosophers like Rene Descartes, Thomas Reid and Immanuel Kant kept up very well with who was who in … [Read more...] about Are You Reaching the Influencers?
While getting less public handwringing than during holiday season, the "abandoned shopping cart problem" continues to wreak havoc on online sales. Recently I judged a raftload of sites for the Webby Awards (my second time) and for the Inc. magazine Web Awards, as well as for my own clients. Here are the five common ecommerce errors and obstacles that most frequently disrupt … [Read more...] about 5 Common Ecommerce Errors
Graphic designers frequently play a prominent role in launching or repositioning a company. When they create a look (or new look) for a company's stationery, brochure, ads and web site, this often goes by the name of an "identity package." Don't let this convenient term mislead you into believing that a company's identity consists of merely the logo and look. No, every company … [Read more...] about How to Create Your Company Identity
At a conference in Dallas not long ago, a graphic designer from Kentucky and I sat down at a table where people were exchanging business cards. I looked at his logo, and he studied the name on my card. "I know that logo. We've been in touch in the past," I said. "That's right. I know your name," he said. Although we weren't able to pinpoint when or why we'd … [Read more...] about Why Build a Brand?
A brand goes beyond a company name and tagline. It is a complete personality or set of values, sometimes even a story line, along with repeated visual, auditory and behavioral elements. When you decide to invest in creating a brand, follow these guidelines to ensure that you get your money's worth: 1. Be distinctive. You'll land your company in expensive … [Read more...] about How to Create Your Brand