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...
If you are on the fence about whether it makes good financial sense to print product labels in-house, there are benefits to consider about custom printing labels with an inkjet roll printer such as Primera or Afinia.
You have the control. When printing labels on your own equipment, you control the quality, printing schedule, and creativity. Need a little more time to develop a better-loo...
Most often your graphics and your brand do not align and send mixed signals to the consumer. Before they taste the quality of your beer they buy with their eyes.
Another Reason
I met Bob Evans Jr., CEO of Bob Evans Resturants, several years ago at a convention. He was the keynote speaker. After his speech I introduced myself to him and told him how much I enjoyed and appreciated his speec...
Deciding whether it makes financial and business sense to print product labels in-house on an inkjet roll printer or send them out to a custom printer to handle for you, is an important step in the health of your small business. You may be (a) making an initial decision about printing labels for a new product or (b) pulling the printing task in-house and away from an outsourced custom print...
