advertising Archives - Page 5 of 11 - Wakeman Consulting Group

Don’t Destroy The Freeze! But I Bet The Braves Can’t Help Themselves!

If you are like me, you’ve been seeing viral video of a new Braves’ promotion, “The Freeze.” So when I saw Darren Rovell’s piece this morning on the phenomenon and how the Braves came up with a great activation that has probably produced much greater impact than anyone could have hoped for. But as […]

The Problem With Only Measuring Activities…

Is that activity doesn’t equate to effectiveness and effectiveness isn’t measured in sheer brute force. A few years back, the term “crushing it” became meme worthy and I remember pretty vividly the term being used on “30 Rock” and not in a cool way either. Unfortunately in our always on society, we have not […]

Marketing Isn’t Pitching…

Too many decks and assumptions I see when looking at marketing plans are all about the “pitch.” And, it is no wonder that they fail. Because marketing isn’t about pitching. Marketing is about a series of commitments, assumptions, and choices. Commitments: How do we improve our clients? How do we make our clients lives’ […]

Whole or part…

A lot of the work of the corporate communications arm of any business is creating an image. There are tons of theories of corporate communications, marketing, branding, and advertising. The one that I follow is that your organization is a holistic being, a living and changing reflection of what you value and what you hope […]

Marketing vs. Advertising

I see this a lot, marketing and advertising used interchangeably. The fact is that they are entirely different animals. In fact, most of what is really called marketing now, isn’t. It is advertising that is just couched under the term marketing so that it can seem to add more value. True marketing is a structure […]

Pyramid of Value to Marketing/Branding Efforts

I have been working on creating a visual to present to my clients…which shows a triangle of business communication value. Since I don’t have it mapped out for you, I will describe it…and I think you will have better success thinking it through than if I just drew it up for you right now. At […]

4 phases of marketing

There are really 4 phases of marketing that organizations move through… 1. Inactive: This is no thought or effort is put into how the organization is going to sell their products or services to the world. In some cases, a brand has been established along the way that is so strong that marketing isn’t needed […]