From the Editor of HOW Magazine

In the September 2012 issue of HOW Magazine, editor Sarah Whitman says:

“Back in the day (say, 2010), marketing gurus were telling their disciples that, most of all, they needed to have a well-designed website and e-newsletter so potential clients would be able to easily find them. Fast-forward two years and the self-promotional landscape has been transformed. Sure you still need to have a kick-ass website and e-newsletter, but merely having an online presence isn’t enough. You have to know how to use it to find qualified prospects.”READ MORE

Social Media No Match for Face-to-Face


“Today’s consumer marketplace is highly social, but not because of particular platforms or technologies. The businesses that will be the most successful in the future are the ones that embrace a model that puts people—rather than technology—at the center of products, campaigns and market strategies. Those who achieve the greatest success will recognize that there are many ways to tap the power of today’s social consumer.”

Social networking has always been an important part of marketing. As you put more energy into online media, don’t forget that personal relationships are still at the heart of good business. The more you can listen to your customers and interact with them one-on-one, or face-to-face, the stronger the relationship will be. Technology only helps you get there. It is not an end in itself.

Branding by Design


Busy day, so I’m just going to quote the article:

  1. Branding and design are, to a large extent, inseparable. “A brand is not your logo or ID system,” says Brunner. “It’s a gut feeling people have about you. When two or more people have the same feeling, you have a brand. You get that feeling via smart design, which creates the experiences people have with the brand. Everything you do creates the brand experience, ergo design IS your brand.”READ MORE

Book Review: The 22 Immutable Laws of Marketing

by Al Ries & Jack Trout

Some of the 22 laws are surprising and counter-intuitive. Number 12 in particular: the Law of Line Extension. Almost every company that achieves success with a brand begins extending that brand with multiple products. Case study: 7-Up, the uncola. 7-Up was the most popular alternative to regular cola, and had 5.7% of the soft-drink market in 1978. It then introduced a half-dozen variations, and by 1993 its share was down to 2.5%. Today, who even knows where to get 7-Up? The company’s focus changed from a small, focused, profitable segment to a diffuse mix of flavors that keeps losing market share. On the other hand, Pepsi was a distant second behind Coke in the sixties when the company decided to narrow its focus. Remember the Pepsi generation? That campaign targeted teens exclusively, and within 20 years had closed the gap to 10 points.READ MORE


Rebranding an established company can be both exciting and scary. The fear is that a new image will alienate loyal customers. The exciting part is reconnecting with the core mission and setting new goals. The cost is high, without any guarantee of payoff. But what is the cost of standing still?READ MORE

Book Review: The Ultimate Marketing Plan

by Dan S. Kennedy

I liked the conversational tone of Dan’s writing. He is not academic. His experience comes from working with businesses first hand. The book relates the ideas that worked. This book is aimed at small business owners with little or no marketing experience looking for ideas to promote their businesses.READ MORE


At the HOW design conference in June 2011, the keynote speaker was Sally Hogshead. She conceived the {F} SCORE brand personality test. You can take it yourself at her website. Her idea is that we all have the natural ability to fascinate. By knowing your triggers, you can leverage them to your advantage.

My Primary Trigger is Passion. “So passion is your primary trigger. That means you draw people closer with a warm and open style of interaction. You’re expressive with ideas, communicate well in person, and probably have a strong creative streak. Even when you mask your emotions, you feel passionately about your opinions.READ MORE

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