By Steve Cone
Operating for almost thirty years with and for major businesses together with Citigroup, American exhibit, Epsilon, Apple, and Fidelity—with remarkable political and not-for-profit campaigns alongside the way—Steve Cone has the type of genuinely-earned, high-level adventure that interprets into beneficial, established principles on what fairly works—and doesn’t—in marketing.In thieve those rules! Cone grants 1000's of pearls in a pointy, no-nonsense, and witty variety on all features of selling, branding, and advertisements with the entire candor and freshness one could anticipate from a well informed buddy within the business.Illustrated all through with examples of the nice, undesirable, and unpleasant in ads, this can be the key stuff that nobody ever teaches. an individual can now scouse borrow those rules and become a advertising and marketing megastar this present day.
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Extra info for Steal These Ideas!: Marketing Secrets That Will Make You a Star
36 Create, or Hire, or Beg, to Build a Memorable, Distinctive Personality for Your Business Animated Characters The advertising world’s use of animated characters began in the early days of television with Speedy Alka Seltzer, Mr. Clean, and Aunt Jemima, and expanded to characters like the Jolly Green Giant, Tony the Tiger, Snap, Crackle, and Pop, the Trix Rabbit, and the Keebler Elves. Other than Speedy, this lively group of characters is still in use today, decades after they first arrived on the scene.
In the mid-1990s, when I ran marketing at Key Corp, a large financial services company, I hired Anthony Edwards of ER fame to be our spokesperson. He was a huge hit from day one. He fit all of the above criteria and was enthusiastic and cooperative about participating in all of our customer touch points. Here is the list of media applications that Anthony agreed to: • Television, print, radio, various brochures and pamphlets • In-branch signage • Key Corp’s Internet site • The voice of Key Corp’s 800 number that customers called for all manner of questions, balance information, product queries, etc.
It can take the form of a short mission statement, or a tag line that resonates with employees and consumers. Sometimes it can even be just a visual representation of the product or service. A term most ad historians credit to legendary adman Rosser Reeves, a solid USP still remains the best way to differentiate your brand from the competition. Federal Express is an example of a company so closely aligned with its USP that they really are one and the same. It all started with Fred Smith’s brilliant concept, one that his business school professor said would never work.
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