http://ads2biz.com/columns Bob's columns from Marketing News Copyright 2005 November 15, 2005 04:13 PM http://www.movabletype.org/ http://blogs.law.harvard.edu/tech/rss If employees don't understand and support your brand message, it's doubtful anyone else will either. They have to bring the brand message to life. Branding November 15, 2005 04:13 PM Advertising legend Howard Luck Gossage taught us many lessons, including ways to make ads sticky. Ad Strategy October 15, 2005 04:03 PM From Malcolm Gladwell's bestseller, The Tipping Point, we learn that stickiness is what makes messages interesting and memorable. Ad Strategy September 15, 2005 04:00 PM Consulting Flawlessly means more than just doing good work. It means working with your client to get the desired results. Book Reviews August 15, 2005 03:55 PM Dow Corning created a low-cost, web-based subsidiary to fend off competitors offering little or no technical support. Branding June 16, 2005 10:24 AM Oil industry software supplier Peloton has taken a very unusual creative approach in its latest campaign. Ad Strategy May 15, 2005 10:18 AM In his recent book, Re-imagine! Business Excellence in a Disruptive Age, Tom Peters devotes several chapters to the importance of “design” in achieving business success. Book Reviews April 16, 2005 10:15 AM Here are some pearls of wisdom from our advertising forefathers. Listen and learn. Potpourri March 15, 2005 10:08 AM Too many young people are paid far too much money at huge ad agencies these days cranking out clever ads that entertain but give you little or no reason to actually try the featured product or service. Ad Strategy February 15, 2005 12:07 PM Here are a couple of things you could add to your New Year's resolutions list in order to start updating and strengthening your company’s brand management plan. Branding January 15, 2005 12:03 PM The hottest and most perplexing term in branding these days is so-called brand valuation, or how to measure the contribution a brand makes to a company’s overall performance. I caught up with branding pioneer Jim Gregory, CEO of CoreBrand (Corporate Branding LLC based in Stamford, Conn.) recently, and asked him about the subject. Interviews November 15, 2004 11:24 AM Free advice flies through cyberspace in the form of AMA Shared Interest Group (SIG) forums. If you're not taking advantage of this valuable service, you need to get with the program. Potpourri October 15, 2004 11:09 AM For most marketing communications people, the concept of “fair share” is like a mirage in the desert--it looks like it might be there, but you’re not sure. Budgeting September 15, 2004 11:03 AM This book will cause you to start questioning a lot of the basic assumptions that business decisions are routinely based on. Book Reviews August 15, 2004 05:31 PM Branding is a daily struggle for large company practitioners just like it is for small company people. Branding June 15, 2004 05:29 PM