Brand Uniqueness

A few months ago we discussed the success of the ad campaign for Avis (Rent-A-Car). If you recall, Avis uniquely developed an “against-position” with Hertz that allowed them to build one of the most successful brands ever… “We are #2. We try harder.”

I’m sure Avis did try harder, but their success was credited to their “Brand Uniqueness”…being Number Two. By positioning themselves in the minds of their consumers as the “underdog,” they won the hearts of millions.

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Buying Christian Television Airtime

When it comes to buying media, many of the rules that apply to mainstream media don’t fit with effectively planning and executing a media buy in the Christian market. There are unique considerations in the Christian market that make planning, negotiating, and placing media in this vertical a highly specialized skill.

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A Sense of Humor helps

It’s Tuesday, the true start of the work week. Monday’s agenda has disappeared. The hard stuff is on your plate today. Let’s be honest. Too much of yesterday was spent talking with your office “buds” about the games on Sunday; the weekend “honey-do list” that “honey didn’t do” much of; or talking about the church sermon that didn’t measure up to your impossibly high homiletic standards. Now, as the coffee cools in your cup, you’re staring at blinking message lights on your phone, a long list of un-opened emails on your computer screen, and an increasing recollection of all the

You Need WHAT?

I remember it clearly. It was a Tuesday, late in the afternoon… The call came in asking us to design and print 60,000 special offering envelopes to be delivered to the West Coast by Friday. I thought, “There is no way.” But I said, “Let me see what I can do.”

I made a few calls and we were, in fact, able to deliver. Instantly, we became a hero to our client. Our printer became a hero to us. Everything was great until four weeks later, when we got a call from the same client, with the same request again.

It's All About Communication

Who\’s on FirstThe batter steps up to the plate. He adjusts his batting helmet, twists his grip a few times on the bat and takes a long look at the 3rd base coach for the right signal. Ninety feet down the line, the third base coach sends ten seconds worth of shoulder tapping, chest swiping, chin touching and arm dusting signals. The real message is buried somewhere in that seemingly meaningless flurry of gestures. So the two had better know the code or the opportunity to score has a good chance of being lost.

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