Commentary

Archer>Malmo

Don’t ever believe you can build a great brand with just marketing and advertising: if your stores are being run properly, your brand will flourish, regardless of your advertising or your marketing plan. 

ra2 studio / fotolia.com

When starting a new job, recognize that there is plenty learn from your more experienced co-workers. Just because you have your own opinion does not mean you should automatically assume that your voice is equal to the voice of experience. 


Sound Like Real People

Jun 4, 2014

If you’re trying to describe your company, write it the way an outsider would say it after he understood what it is you told him about the business. 


archer>malmo

What comes first: the cart or the horse? Internet companies rely on television advertising to get web users to visit their sites. 


Storytellers Rule

May 21, 2014
Tomer Turjeman / fotolia.com

There’s almost nothing you have to relate to people in your job that you couldn’t tell better if you wrapped it up in a story. 


Calvert Whiskey

When running a business, we must be constantly aware of actions beyond our control that may have an impact on business, and we must know how to react.


Jack Daniels

The price for a product has no floor or ceiling. Use pricing to enhance the value of the product, but don't make it so unaffordable that no one can afford it, unless it really is top-of-the-market. 


Spilt Milk Advertising

Apr 16, 2014

If a slogan is not interruptive, it's likely not to grab the attention of the intended audience. An ad that people relate to is also more useful than one full of abstract concepts.


CoolCaesar / WikiMedia Commons

At its peak, Radio Shack was at the forefront of innovation; however, in the past two decades, stores have closed and sales have declined sharply. When innovation ends, brands end as well.


Commercial Appeal

Newspaper columnist Wendi Thomas explores the growing economic gap in Memphis in a new series of articles for the Commercial Appeal. 

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