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Gut instinct is not a brand strategy

When our firm does a branding project for a client, we guide them through a three-step process. The first step is when we do our research. The next step is the evaluation of the research and the formulation of a brand strategy. The third step brings it to life with...

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Focus on the experience

Advertising gurus will tell you that the way to make your message resonate with consumers is to focus on the benefits not the features of the product. In other words, instead of telling the public the details of what your product can do, tell them why it matters to...

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My Holiday Wish List

I haven't compiled a Christmas list since I was a little kid, so writing this was a lot of fun. It’s much easier to create a wish list as a kid because kids want everything and they don’t know what’s possible. So why not wish for more snow days or x-ray vision. It...

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Branding advice from City Slickers

One of my all-time favorite movies is City Slickers starring Billy Crystal. It's about three middle-aged buddies who take a vacation to a working ranch and go on a cattle drive. The tough-as-nails crew boss is played by Jack Palance, who in a famous scene tells...

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Political Advertising: No, thanks

In this final week of campaigning there is an advertising blitz going on designed to help people make their decision before election day. The only conclusion that all this advertising leads me to: I'm really glad that our firm specializes in tourism, hospitality...

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Roanoke, VA : Outdoor Hub of the Mid-Atlantic

Q. What is the most famous hiking trail in America? A. The Appalachian Trail, and nearly a quarter of its 2100 miles are in Virginia including long, scenic stretches that run right through the Roanoke Valley. Q. What is the most visited unit of the National Park...

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