In a tele-seminar course I am teaching, we are talking about how to develop Positioning Statements. To prepare, I was doing some background research and find that, the more things change, the more they stay the same. The marketing principles outlined by the advertising greats of the 60’s (David Ogilvy, Al Ries & Jack Trout, […]
About Josh Barthelmess
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Entries by Josh Barthelmess
I am conducting a four-part tele-seminar about branding, and the discussion came up about consistency. It is of critical importance, as it ensures that every little touchpoint with the consumer resonates with all the other communications that impact your brand identity. I was trying to point out how clear branding is by asking people to […]
I read an article from BrandWeek today about how taglines are being used less and less www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=1003677226. Are taglines going away? I don’t think so. It has to do with being true to your brand. What are you about? If you can communicate that without a tagline, that’s fine. They pointed to Starbucks as an […]
I attended The Learning Annex’s Wealth Expo this weekend in New York, and there are lots of marketing lessons to be taken from it. From Tony Robbin’s motivational session that talked about how anyone can achieve happiness by a change of mindset to Donald Trump’s typically self-aggrandizing and simultaneously sobering message that not everyone in […]
I was having a conversation with a media industry executive recently about consumer engagement, and they made the argument that that topic is passe, that it was hot last year or the year before, but was not now. I disagree. I don’t think consumer engagement should ever be pass. It is the critical element of […]