Entries by Rahna

SWEARING IN TIMES SQUARE

I saw a billboard in Times Square the other day that was advertising the television series Gossip Girls. It pictured a couple making out, and the headline read “OMFG.” My reaction to it was strange: on the one hand, it was clearly aimed at the 18- to 30-year-old crowd. I give them kudos for understanding their […]

HOW SNOW IS RELEVANT

I love The Weather Channel, and as I was watching it this weekend, I was reminded of the critical marketing concept of relevancy. You see, we were getting ready for a major snow storm here in the Northeast, and so we watched The Weather Channel with deep interest. I love snow, so I was annoying my husband by […]

MARKETING ROI

“I know I waste half the money I spend on advertising. The problem is, I don’t know which half.” John Wannamaker, founding father of modern department store retailing ROI Marketing has been talked about for several years, but what does it really mean? I can’t argue that one should know what marketing works and what […]

CONSISTENCY IN EVERY DETAIL

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 […]

TAGLINES OBSOLETE?

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 comunicate that without a tagline, that’s fine. They pointed to Starbucks as an example […]

RABID FANS BUY HIGH-PRICED PRODUCTS

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 […]

CONSUMER ENGAGEMENT IS STILL (ALWAYS!) RELEVANT

I was having a conversation with a media industry executive recently about consumer engagement, and they made the argument that that topic is pass, 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 […]