Do Something!

Jul 27, 2026 | Advertising, Branding, Campaigns

One of my first bosses when I was young was a high-strung guy who was a lot like Kramer in the episode of Seinfeld where he drank too many lattes. He had a knack for walking into the room at the exact right time when I would be idle — perhaps waiting for a piece of equipment to warm up. He would half-jokingly say, “Do something, even if it’s wrong.”

The snarky tone he used would most likely trigger a report to HR today. But, I understood his odd sense of humor. The truth is, he was a good boss who set an example of hard work. Recently, I have been reminded of his comment for different reasons.

I see too many instances of organizations stuck in paralysis by studies, planning, meetings and committees that hinder success instead of contributing to it. Even if the endless meetings and dialogue eventually lead to an action, it is rarely the best one. That’s because the final decision has been watered down to satisfy a little of the input from everyone.

Some of my clients are departments of local, county or state government where excessive excessiveness is standard procedure. Surely, it frustrates them, too. I never understood the opinion that it’s better to loop in more people on the discussion. The goal should be to loop in fewer people, limited to those who truly need to know. It’s not necessary to form a committee to draft a Request for Proposal (RFP), the results of which will be reviewed by a committee that selects a consultant to do a feasibility study that will involve more focus groups. Right now, some people reading this are nodding and saying, “Yeah, so,” while others are thinking, “Enough, just do something.”

Of course, there are times when it is not best to just do anything at all solely for the perception of action. “Better to remain silent and be thought a fool than to speak and remove all doubt,” is an old saying that has been ascribed to either Abraham Lincoln or Mark Twain. It applies to brands just as it does to people.

It’s better for customers and prospects to not hear from a brand at all rather than have an engagement that is below its usual standards. Send a marketing message with a confusing or conflicting message and you may ruin any chance if creating a customer. Produce a shoddy brochure or packaging and the customer may lose confidence in the brand’s standards for quality.

While I liked my old boss’ sarcasm, it’s time for a new saying: Be a leader who can get things done and resource that helps others be right.

Cutting Through the BS

Jun 25, 2026 | Advertising, Branding

There are literally hundreds of terms that begin with brand. It can be an overwhelming amount of brand stuff. It’s not a coincidence the acronym for brand stuff is BS. It’s enough to give anyone a brand headache.

What are the most important terms to know?


Brand Identity

This encompasses the full range of visual, auditory or sensory components that remind people of the brand. The logo is the most common part of an identity. It’s essential to understand the logo is not the brand itself, nor does it define the brand. It should, however, conjure up emotions when someone sees the logo or any other part of the identity system. The power of a professional logo is its ability to create instant recall.

Brand Standards

Also referred to as Brand Guidelines, this is a more detailed explanation of how to consistently carry out the Brand Identity. A Brand Standards Manual usually includes information on fonts, colors, and practically every imaginable way the identity could be displayed. Sometimes, but not always, a manual may include specific templates for documents like business cards, flyers or simple brochures.

Brand Promise

A brand promise is rarely written and posted on a wall like a mission statement. Yet, it is important for all who work for or represent the brand to understand the promise. It’s an unwritten commitment to customers about what they can reasonably expect when they interact with the brand.

Brand Positioning

This describes the place that a brand holds in its respective marketplace. It impacts how a brand compares to its competitors, which influences all marketing and even its pricing strategy. Brand positioning needs to be honest while also emphasizing differentiation from the rest of the marketplace.

Brand Awareness

If only all brands had the global awareness of Apple or McDonalds. Sadly, very few enjoy that level of recognition. That is why new brands or rebrands should invest heavily in a period of building brand awareness.

There are other terms that have great relevance. For example, we help identify a Brand Personality and Brand Essence when we guide clients through the branding process. Understanding and implementing the ones listed above are the most critical for success and should be taken very seriously. Who is responsible for ensuring that these things are achieved consistently? Sounds like a job for the Brand Police.

The Evolution of DMOs – A Marketer’s View

Jun 12, 2026 | Advertising, Blog, Tourism, Travel

In the years that we have been involved in destination marketing, three recurring themes have dominated the conversation at conferences and in industry circles. They will most likely be talked about for many years to come.

What’s in a name?


Over the past decade, there has been much discussion about the role of a Destination Marketing Organization (DMO) within the community. The local tourism team — regardless of what they are called — should be involved in community building and product development conversations. These decisions greatly impact the visitor experience. Positive visitor experiences are an important first step to future economic activity. In some circles, people have begun wondering if a more accurate name for the associations should be Destination Management Organizations.

I’m not ready to make that leap. The reason undoubtedly stems from my career in marketing. I caution DMOs to never relegate their marketing function to any place other than priority number one. The “if you build it they will come” strategy only works in the movies. Potential visitors need to hear about the destination and need to be inspired to visit. Marketing efforts need to be creative and ongoing. Always.


Be authentic.


This term has been spoken at tourism conferences more than any other, with a close second being, “Hey bartender, pass me another beer.” DMOs are encouraged to use their authentic voice to communicate to the public. We’re told that people are eager to have authentic experiences when they arrive in market.

We agree wholeheartedly with the importance of being authentic. While it’s simple for an individual to be authentic, it’s not always as easy for a destination.

Pulling it off requires two things:


  • Strong branding that perfectly identifies and captures what is special about a destination. The research that should go into such branding will guide the tone used to speak for the brand and discover some of the authentic experiences that visitors will love.

  • Marketing staff (or agency) that is well trained in how to communicate for the brand and the discipline to stay on message. It’s a natural instinct for someone whose job is to attract as many visitors as possible, to want to appeal to every niche market. Adopting different language and tone for disparate niches like contemporary art and four-wheel trail riders can seem downright phony. It’s a fine line to navigate. It’s beyond comprehension that a destination striving to be authentic would use AI generated slop. It can be as harmful to the brand as trying to pass off stunning stock photos that were taken in a different state.

Sustainability


In this context, sustainability is not about energy-efficient, carbon-neutral hotels and attractions. It’s about preserving the quality of a visitor experience. Bar Harbor, Maine is a beautiful and charming seaside community. It becomes a living hell when a cruise ship docks and unleashes a couple of thousands tourists onto the sidewalks and into the cafes. It’s a temporary hell for Bar Harbor because the ship will depart in a few hours. It’s an existential problem for destination where tourists trodding over beaches or trails are causing erosion or killing flora and fauna.

While sustainability has reached critical mass in places like Venice and Barcelona, we think it will be an important topic in our corner of the southeast very soon.


Don’t just make noise, make an impression

May 18, 2026 | Advertising, Campaigns, Tourism, Travel

Between the covers of a regional magazine, known for its beautiful photography and layout, I found examples of tourism marketing that ranged from exceptional to awful. Because the destinations all chose to invest in space in the same magazine, don’t they all benefit from brand exposure to the same readership?

The answer is unequivocally, NO.

“Nobody counts the number of ads you run; they only remember the impression you make,” said legendary advertising guru, William Bernbach.

There were approximately 30 ads throughout the magazine for cities, town or counties, not including ads for festivals or specific attractions, like museums or historic sites. The ads varied in size from a quarter-page to full-page, all of which cost many thousands of dollars.

Among the destinations ads:
  • Ten started with either Visit [insert destination here] or simply their logo. Maybe there was body copy and a web address, but no hook. No concept. No compelling reason to visit, or even read the rest of the ad. 

  • Two ads for mountain destinations used similar headlines using the word “elevate.” They happened to be located on consecutive pages. Ouch. That’s a little embarrassing.

  • One used a three-word headline that was not exactly the dreaded and overused “Eat, Stay, Play,” but it was pretty darn close.

  • Almost all of the above mentioned ads — including the small ones — used multiple photos so tiny that it was barely possible to tell what they were. Yes, I even had my reading glasses on. These advertisers were most likely trying to mollify different constituencies in their community by trying to suggest that visitors will find arts, shopping, live music, outdoor recreation, coffee shops, and possibly even a dog park, sporting goods store and free parking. In the meantime, not a single one stood out or will be remembered by any magazine reader.

I regret to say this, but these destination marketing execs might as well have hiked to the highest point in their county and tossed hundred dollar bills into the breeze. At least then someone downwind might find the cash and put it to good use.

Tourism marketing is ultra competitive. Destinations need to provide consumers with a strong reason to consider visiting. That begins within understanding what your destination’s strengths are, having the resolve to consistently build your brand on those strengths, and then, most importantly, say it in a creative and powerful way.

Separating Good Advice from Bad Advice

Apr 22, 2026 | Advertising, Blog, Branding, Campaigns, Print, Social Media, Tourism

With the proliferation of blogs, podcasts, and social media platforms, it’s easy for anyone to be a self-proclaimed expert on any subject and dole out advice. Sometimes, the advice is colossally bad. Imagine my dismay when I recently read some ill-informed counsel in an otherwise respected print media business publication.

A column about marketing discussed how brand building, ongoing SEO and other activities are considered the long game. That is true and these things are important to success.

The writer goes on to say that when more immediate results are desired, perhaps it is time to include advertising in the mix.

“A solid advertising plan can add immediate gratification goals,” according to the article.

What?

First of all, that is a terrible expectation to lay out for a client. Advertising does not provide immediate results, with the possible exception of a one-day only event or sale. It’s a time-honored truth that a potential customer needs to see advertising messages consistently and numerous times in order to move through the funnel from awareness to consideration and eventually to action.

Second, advertising should not be an afterthought or even an option. When executed with strategic thought, creativity and passion, advertising inspires people. It also moves the needle for brands to grow. The Dove “Real Beauty” campaign that launched in 2004 increased company revenue by 10% in the first year alone. Over the next decade, sales increased from $2.5 billion to over $4 billion. The tourism campaign for Pure Michigan had a far-reaching impact well beyond travel. It measurably changed public perception of the state, which spurred interest and future economic development.

Third, it’s all advertising. Advertising in 2026 encompasses much more than an ad in a magazine or a jingle on the radio. Make no mistake about it, communicating with prospective customers online, via social media, or paying to be at the top of a search result are all forms of advertising. Individuals may write blogs and host podcasts simply to share their opinions with the world, but when brands do it to shape attitudes about their products, it’s advertising.

Edwin Atrzt, former chairman of Procter & Gamble and member of the Advertising Hall of Fame said, “No company that markets products or services to the consumer can remain a leader in its field without a deep-seated commitment to advertising.”

Still valid today.

A logo doesn’t exist in a vacuum

Aug 25, 2025 | Advertising, Branding

Usually, stories about rebranding successes or failures show up in my industry newsletters or LinkedIn feed. You know it’s a major screw up if one also fills Facebook, Instagram and every major news site. Cracker Barrel has suffered the biggest brand black eye since Bud Light.

Cracker Barrel old logo vs. redesigned logo

The redesign of the Cracker Barrel logo has generated a lot of opinions and upset some long-time patrons of the brand. From my perspective as a partner in an agency that designs logos and helps build brands, it’s interesting — and a bit amusing — to hear the range of comments. When a new logo is unveiled, it often receives a mix of praise and some criticism. Everyone suddenly becomes a graphic design expert. Tinkering with an established logo of a popular brand is fraught with peril and requires skillful handling.

There is almost universal consensus that the new Cracker Barrel logo is terrible. So, let’s not pile on with all the reasons why it sucks. Let’s consider the lessons to be learned from Cracker Barrel’s considerable pain and suffering:

  • A brand needs to know its customer base. That lesson was certainly made clear by Bud Light. Part of Cracker Barrel’s brand appeal is nostalgia. They serve comfort food, have rocking chairs available while you wait for a table, and have an old-fashioned country store attached to every location. Their executives must have known that the patrons who are drawn to their restaurants for a nostalgic experience would be especially resistant to change. I suppose a new logo could be fresh, yet equally as charming as the old one. They failed at that attempt.
  • A logo doesn’t define a brand. Its job is to remind people of a brand. Many successful logos have no literal nod to the company’s product. The logo does, however, need to be unique, memorable, professional, and ideally, project a personality. They failed at that, too.
  • No one reading this will be surprised to hear that my opinion is that logos should be taken very seriously and designed by experienced professionals. Hiring talent is a worthwhile investment if — and only if — they are allowed to shine. I have no inside knowledge of the decision making at Cracker Barrel, but my gut feeling is that a group of executives heavily influenced that failed logo, not the deign team.

The single most important lesson from the Cracker Barrel debacle, is understanding that people still create emotional connections with brands. It’s not limited to large national brands, either. Small and medium sized organizations would love to have followers who feel as passionately about their brand as Cracker Barrel’s customers feel about them. It can be done with a solid brand strategy, proper image, and consistent messaging that resonates with the target audience.

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