It has and it hasn’t. The core of branding, which is building a memorable look and feel as well as a product personality, has a decades long track record. By nature, target audiences are uncomfortable with unfamiliar, comfortable with familiar. Branding creates familiarity.
The conduits through which you promote your brand look and personality have changed [...]

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What was so remarkable about the 2008 presidential campaign is how progressive the marketing was. Obama was ‘branded’ complete with a logo and aggressive internet marketing campaign that spoke to the people. The timing was perfect and the target audience was ready for it. They soaked up the message like a sponge.
No longer did people [...]

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I often see generic phrases used on websites and in advertising that has no hope in Hades of hitting a consumer nerve. So I thought I’d offer a quick lesson on how you can tranlate certain phrases that mean something to your target.
Painting:
Instead of:  We’re focused on customer service
Say: If you are unhappy with the [...]

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Testimonials work. Unfortunately, I’ve seen more than one client become the victim of a scathing review, often the result of an unethical competitor, someone who was never a customer or client in the first place or simply a hot-headed customer. What have they been able to do about it? Nothing. Even when it’s a hothead, [...]

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Most people think web articles and web copy are the same thing. Web articles inform, web copy sells. Both might do a little of both but they are not the same.
The most important part of copywriting is research and position.
The most important step is researching the target market and defining the purpose of the website. [...]

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Over the holidays, I slacked big time. I did little blogging. And I’ve just recently gone from windows to macbookpro so that took some time. I am a happy convert. I just could not make the leap to Vista. I figured since I would have to update all software for Vista, I might as well [...]

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I’ll kick this off with a brief lesson on piranhas and their legendary bad rap.
During the season when these omnivorous South American freshwater fish have plenty of water in which to swim and feed, they are not aggressive. In fact, during this time they bite more in defense than offense, hang out in groups more [...]

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After looking at stats for years, I’ve come to the conclusion that the dashes or hyphens are a good thing.
When to hyphen, when not to hyphen
If you are choosing a url that people will have to type in and you have more than one hyphen, you’re going to end up sending people to the competition’s [...]

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