by David Tandet Branding happens. A relationship occurs between your business and consumers whether it’s the one you’re hoping for or not. Take things in the direction you want them to go. Are you a neighborhood hardware store that folks enjoy mulling around in? But you take your time on that special order? You might [...]

by David Tandet Emphasizing benefits over features is a basic marketing principle that’s easy to forget. Invest three seconds and you’ll remember to apply it. Many of you are familiar with the marketing principle that it is better to emphasize benefits rather than features. Do you remember to use it? I treasure three seconds that [...]

by David Tandet In 2004, Adweek asked professionals “Which individuals — alive or dead — made you consider pursuing a career in advertising?” Could there be any doubt the number one response would be David Ogilvy? Ogilvy’s name also came back first when students were asked a similar question. Not bad for a guy who [...]

by David Tandet When you go to court, get sworn in and speak, they call it testifying. That’s for a reason: you’re not supposed to play fast and loose with the facts. And you know what? I suspect dishonest testimony happens less than we imagine. We think people are up there lying every which way, [...]

by David Tandet Try if you will. A Lovemark — like Zen, your favorite pizza, and writing in the zone — can not easily be defined. Actually, a Lovemark is definable enough. But like Zen and great pizza, it can’t be truly understood until experienced. Lovemark degree of separation from a product, service or idea [...]

by David Tandet Samsung had to find a way to separate itself from the rest of the global electronics market. How are they doing it? By being Wow, Simple and Inclusive. The product has to be “Wow” enough to catch consumers’ imaginations. In the crowded electronics arena, that can be a tough one. But for [...]