Posts in ‘Marketing Story of the Month’ Category

Every company has one.  They’re used on company stationery, websites, collateral, advertising and campaign activity – in short, everywhere associated with the brand in question. That’s right, it’s the trusty old tagline.

If got right, the tagline can be an effective and memorable device that is a true reflection of what your company does and your brand values. If got wrong, it could be the business world’s equivalent of an awful bar-side chat-up line.

While a number of great consumer taglines...

 

I booked a well-deserved holiday this month and conducted all of my destination research online. How antiquated the thought of browsing through dog-eared brochures in a High St. travel agency now feels. Online I was able to search on price and location, view videos of possible accommodation, read reviews from other travellers – everything but dip a toe in the pool.

However, one common niggle kept distracting me like a persistent Mediterranean mosquito. Too many websites offered inadequate translations.

The language...

So The New York Times is preparing to charge for online content. Will this finally signal the beginning of a trend that might just rescue the newspaper industry, which has been locked in a slow but seemingly unstoppable death spiral that is all but certain to end with hundreds of sputtering titles around the globe crashing and burning?

This must be welcome news indeed for News Corp chairman Rupert Murdoch, who would have begun to...