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Oct
31

Brand Betrayal: Lance Armstrong

By Jeffrey A. Lupisella

Lance Armstrong - Washington PostI used to be a big Lance Armstrong fan. I never met him, but I loved his story and greatly admired his tenacity, mental toughness, physical strength, and courage. His battle against cancer was inspiring and legendary. This article isn’t meant as an indictment on his accomplishments. Nor am I passing judgment on him. I don’t know if he’s done what many have claimed he has. I can only surmise that his decision to give up fighting the doping allegations leveled against him and the International Cycling Union’s decision to strip him of his seven Tour de France victories means there is some substance to the allegations.

So, what does this have to do with branding? A lot, actually.

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Apr
18

The Branding Pyramid

By Jeffrey A. Lupisella

One of the many reasons why I love branding and working with our clients is that we get to know a lot of people in a lot of different industries. We spend a lot of time learning intimately about their products and services to help serve them well. And, we enjoy helping them understand what we do as a firm and, more importantly to them, how branding can serve their organizations.

In general, we’re a pretty visual (no pun intended) bunch here at Vizual. But branding isn’t just about the visual experience. It’s also about communicating your message and giving your audience their desired experience to achieve a higher purpose. Many of our clients are very visual as well, so we enjoy spending time gathering the requirements, interpreting their ideas, and understanding their needs in order to come up with effective solutions that help us meet their goals and objectives.

When we meet with potential clients, one of the questions that comes up often relates to the process of branding. We usually explain the branding process through the use of a branding pyramid. There are different types of branding pyramids out there and many of them are for specific types of branding such as personal branding, corporate branding, and product branding.

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Sep
22

The Press Release — is it here to stay?

By Vizual

Is the press release dead? Should we still be writing and releasing them to announce company news? Ad Age recently posted a column on the life of a press release and shortly after in the same week multiple responses were issued. So is it really dead or does it need to evolve and adapt to the digital world we’re continuing to move into? If it is dead, what replaces it — blogs? Press releases are how public relations professionals announce their client’s news to the media and are an easy way for companies to post the information on their website to gain additional awareness, both internally and externally.

In today’s online world, search engine optimization (SEO) is now an additional major design component when writing a press release. Where it comes up in searches is equally as important now as the meat of the news within the content. Keywords need to be added into releases but still be news oriented and not flashy. It’s important to have links within the release to direct readers to your website and to drive where you turn up within a search. Every day new articles and blog posts come out discussing the role of SEO and the press release, which is more evidence that the press release is far from dead.

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Jun
16

Are Your Marketing, Branding and Public Relations Strategies in Sync?

By Vizual

Every day another blog comes out discussing the role public relations plays with brand management and how it integrates with marketing and branding strategies. The truth is, they have always been integrated, but some organizations are better integrating them than others. To be successful, the marketing, branding and public relations strategies need to be fully in sync. One of the first questions I was asked when applying at a major public relations agency was to define the difference between marketing, branding and public relations. At the time I found it to be odd but over the years I’ve come to understand why it was asked. People want to lump them all together even though they’re all different. Yet, all three need one another to bring the ultimate success in branding: brand resonance.

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Mar
23

Email Marketing Delivers Incredible ROI

By Jeffrey A. Lupisella

Recently, I had the pleasure of being a panelist at ThinkBusiness Media’s Ready, Set… Grow! breakfast event. The subject was email marketing and it was a packed house. There seems to be great interest about getting started using email marketing and how to use it effectively.

Successful marketing involves a comprehensive, systematic approach. The most effective marketing strategy involves targeting your audience/s well, crafting relevant messages to their needs and interests, and engaging in ongoing and consistent two-way communications. Recipients of virtually any marketing message usually ask themselves, “What’s in it for me?” If your email marketing campaigns can’t answer that compelling question, they’re falling short of their potential.

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