Labels

By Ken Gasque Photo by Diego Catto The phrase “Good enough isn’t” was coined by Los Angles advertising agency Chiat/Day and emblazoned on employee tee shirts. Chiat/Day was trying to keep up with its innovative account Apple Computer and Steve Jobs perfectionist philosophy...which is unattainable. Walter Isaacson is Steve Jobs biographer. In his book, Steve Jobs, he gives an ex...

By Ken Gasque 1. The magic is in the thinking the pencil generates. Art teachers teach ‘thinking happens when you put pencil to paper.’ It’s true. It’s the simplest tool available to you, it allows you to concentrate on the opportunity and not the technology. Writing it down makes it happen. It’s magic. 2. And you get more solutions faster. Designers are taught there is more tha...

By Ken Gasque Is selling beer and coffee all that different? I don’t think so. Since Starbucks is the largest retail coffee seller in the country maybe it would be a good idea to take a look at what they are doing and how they are doing it. Branding Know your customer! - Take the time to know your customer. Get an image in your mind of who your customer is. This is called a persona. One ...

By Ken Gasque “The human race built most nobly when limitations were greatest.” - Frank Lloyd Wright. I think this applies equally to marketing and advertising. Any fool can take a budget of $2,000,000 and create a great campaign…well maybe not, because I see some very stupid and annoying advertising being produced by some very large corporations with very big budgets. However, every now...

Have you ever heard the phrase ‘What gets measured gets done’? I think it’s true because it focuses attention on the thing that is most important. Business consultant and writer Tom Peters agreed this was the soundest management advice he has ever heard. That’s a pretty strong endorsement. But my favorite brand development quote from Tom Peters is ‘distinct… or extinct.’ Very succinct an...

[caption id="attachment_713" align="alignnone" width="1000"] Photo by John Gibbons[/caption] Insight and Marketing Positioning When you hear the name Mercedes Benz what do you think? High end luxury not to be confused with Kia. Mercedes’ brand statement is “The best or nothing.” What do you want your position to be? Positioning and pricing are the two most important marketing decision you wil...

Holistic health coach and entrepreneur Candice Berthold of The Olive And The Grape first began printing on a Primera inkjet roll label printer 12 years ago when she decided to bring label production inhouse. Today, she is still using her Primera LX800 and Primera LX810 printers, but her label suppliers have changed over the years to better suit her growing company’s needs. As a specialty...