Marketing Communications

Make Your Company Memorable With a Tagline

Written by Kerry O'Malley Wednesday, 23 June 2010 12:08

Taglines are rarely discussed, seldom analyzed and hardly ever researched. In fact, they're woefully missing across the industrial landscape. When I work with a newer company or a company considering a logo or brand identity change, I generally suggest they consider adding a tagline if they don't already have a good one. I personally think that more than ever, well crafted taglines are what differentiate a company or product from its competition. Advertising messages are bombarding people everywhere they turn. With few exceptions, a company name or logo with a tagline is much more memorable than one without.

"Tagline" is what we marketing people call the words or phrase used with a company's name or logo on all of their marketing communications: American Express' "Don't leave home without it," or Apple's "Think different" or some that are less well know like: Sprint's "Yes you can" or Computer Associates' "Simplify, Automate, Secure" or Unisys' "Imagine it done."

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Industrial Branding: The Importance of Logo Design

Written by Kerry O'Malley Thursday, 10 June 2010 01:25

I recently gave a proposal to a well established industrial company that is considering a complete rebranding effort. Although hugely successful, their current logos (for multiple companies worldwide) do not reflect the image, personality or values of the company.

I classify a logo as THE most important strategic marketing asset a company owns. A well crafted logo communicates immediate brand recognition, inspires trust, admiration, loyalty, and an implied superiority. This is a design process that should not be taken lightly. There are many considerations that go into professional logo design that most people never think about.

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Marketects Does it All!

Written by Kerry O'Malley Sunday, 07 February 2010 21:42

Last week a client of several years called and asked me, "Do you design banner ads for web sites?"  I answered, "absolutely!"  After we got off the phone, I started thinking about the fact that I had obviously not done a very good job of marketing Marketects' services - at least not to this particular client!

It brings up a very good point.  We get so involved in the day to day running of our businesses; we assume that all our customers know as much about our company as we do.  The truth is, they probably don't!  Part of our job as marketers is to educate our customers and prospects.  We have to tell them, tell them, and tell them again, what it is we do and why they should do business with us.  With that in mind, following is a list of services Marketects can provide.

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Even Proofreaders Need to Proofread!

Written by Kerry O'Malley Saturday, 05 December 2009 13:21

When I emailed the November issue of "Marketechniques," I was reminded of a lesson I learned long ago but was in too big of a hurry to heed:  even proofreaders need proofreaders!  Yes, I admit it.  In my haste to meet my own, self-imposed deadline, I sent out the newsletter without anyone (including me) proofreading it.  Did you happen to notice the two errors that I didn't catch?  One of them was in the subject line of the email!

Whether your articles span multiple pages or only half a page, proofreading can make or break the impression you make with your readers. Conscientious writers are concerned with editing and proofreading. Together these processes make an article read as a professional piece of writing.

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Selling BIG Marketing Ideas Internally?

Written by Kerry O'Malley Wednesday, 30 September 2009 19:20

Slow and Steady Does It!

Before I founded Marketects, I worked for large corporations.  I was directing the marketing communications activities, but sometimes had to sell my more creative (i.e.: expensive, risky, untested) ideas to upper management.  Over the years, I learned a few things about how to do that!  I've also read the results of research studies on "organizational change" that supports what I experienced first-hand.

Big marketing initiatives represent a financial commitment, as well as change (which no human likes.)  If you want to get buy-in for YOUR next big marketing idea, try softening the pitch.  In other words, make it sound smaller and not quite so radical or revolutionary to your organization.  Here are some tips for making things happen.

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