“I just want to get my name out there.” I hear that a lot in the advertising business, and I get it. Business owners, brand managers, and marketing directors want exposure. They want to be top of mind. But here’s the challenge: simply being identified isn’t the same as being known. When I was in middle school, there was this kid that everyone sort of avoided. He was a little dorky and maybe kind of shy. He kept ...

You Want Fries With That? Wouldn’t life be great if people were to seek you out for you expertise? Or If they wanted your product badly enough to pay whatever it costs? People would be lined up, ready to pay you, sort of like a drive through window. If so, you really wouldn’t have to “sell.” You could just take orders. The situation would be something like this: 1. You could choose your clients / customers, rather ...

I’ve worked in the advertising business for over 30 years. I’ve worked with clients and prospects in just about every category of business there is. During my tenure I’ve heard prospects say “advertising doesn’t work” more often than you might think, and it used to really bother me. Not anymore. Now it’s music to my ears. Here’s why: After trying lots of advertising and seeing no...

Brand Quiz The word BRAND is thrown out a lot in todayʼs business circles. Just googling the term can lead to more confusion than answers. Hereʼs a little quiz for you on the term “BRAND:” True or False: 1. A brand is mainly your logo, mark, or other image that you use for identifying your company. 2. Your brand is created by advertising. 3. A companyʼs brand includes the thoughts and behavior...