My “Letter to the Editor” in the Asheville Times today. Anyone not familiar with what’s going on: Asheville is a city being considered for 1gb broadband from Google. This site, GoogleFiber.com was created, “unofficially,” by someone to create a horserace online. People voted for a month.
The voted ended. Then, suddenly, another round of voting? Why, [...]
This list represents just some of the clients for which I have created marketing communications, as an independent, an employee or freelance
by Gary S. James
Everyone’s being more careful about how they spend their money these days and travel is no exception. Even those with higher discretionary incomes are feeling the pinch. Here are some tips from Synergy Point, an award-winning travel and tourism web design firm, to make it easier for visitors to find you and [...]
Business writing and communication | Brand Strategy | Identity | Print | Web | Radio | Integrated communications | Public Relations | All this marketing stuff
Distilling complex ideas and concepts into marketing communications means approaching every project with an open mind.
I’m a right brain person. I don’t do lists very well. My outlines are usually very organic. And, as a non-linear person, I tend to look at the big picture, then work backwards.
Yes, I can create great headlines, catchy slogans, motivating positioning statements, insightful copywriting and humorous radio commercials. I’ve directed graphic designers to create award-winning web and print. And, often we start with a picture and build the copy around it.
But I also believe that the best way to approach your potential customer is by building a marketing program that positions your product or service as the one your customers choose, not the one they are manipulated into wanting. Of course, that’s where my left brain kicks in with budgets, outlines and plans.
We want to build an emotional connection to your organization, your product, your service. That is what builds a brand.
There is no magic marketing bullet.
I’ve been involved in marketing and communications since 1982. And the one thing I’ve learned is there isn’t one magic marketing bullet.
Hired as an independent creative director and copywriter, my goal was to help to rebrand this 25+ year-old graphic and web design company.
The agency had built a strong print and point-of-purchase portfolio but was also moving into the 21st century with more website design. In addition, I had been hired to help craft an “integrated [...]
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