Billboard campaign begins with a fight

How does a mid-size community hospital inform its market of its lifesaving cancer services? It thinks like a cancer patient, that’s how. St. Joseph Hospital Cancer Center of Nashua had a clear idea of their preferred media channel–a single billboard. But not just any...

Stop Chasing Every Shiny Object…Please.

Benjamin Ellis @ Flickr There’re a lot of options out there for marketers. The tried and true. The fresh and innovative. It’s hard to keep up. And you’re never quite sure if you should be trying that new candy you’ve heard about. And if so, how much of your precious...

What’s Your Sign Say to Voters?

What does it take to embody the essence of a political candidate? 432 square inches. That’s the size of a standard 18×24 inch campaign sign found on front yards across the United States. Although it’s relatively small, the campaign sign is a powerful device...

Finding Meaning in Brands (and swords)

First stop–dictionary.com — where I find that the word is associated with both positive, negative and one obscure meaning. Brand (n) 1. Kind, grade, or make, as indicated by a stamp, trademark. 2. A mark made by burning to indicate kind, grade, make,...