How Target’s Che became a target

By Dan Lavie / January 11, 2007

The image of Che Guavara, sporting a beret with a single star on it, has been popular since his execution in 1967 in Bolivia, where he tried to mastermind a communist uprising.The photo was taken by Alberto Diaz (aka “Korda”) and became iconic.Since Guavara’s death, his portrait was put on everything from posters and T-shirts to schoolbags.Che became a symbol of idealistic revolt for many, including students taking part in the 1968 Paris uprising in 1968 and Palestinians launching terrorist…

The Brilliant Branding of Borat

By Dan Lavie / December 4, 2006

When it comes to branding, standup comedians are champions.They create characters that take on a life of their own.Mike Myers “Austin Power” is a good example how to create a character, brand it and turn it into a major money making machine.But the one that excels at this game is without any doubt the British comedian Sacha Baron Cohen.He created the character “Borat Sagdiyev”, a Kazakh television news reporter making a meager living in the struggling country of Kazakhstan.Dressed in…

Creating Killer Collateral

By Dan Lavie / November 23, 2006

In a previous blog, I talked about design as part of the marketing strategy.In this one, I would like to discuss how to create killer collateral. Market research. Yes, there we go again, and this time it must be an external and an internal one.The goal of the external research is to map the wants, needs and expectations of the target audience. What kind of collateral do they want to receive? Do they like to read white papers with (technical)…

Royal Warrants as a Marketing Tool

By Dan Lavie / November 8, 2006

Royal warrants have existed for a few hundred years in several European countries.Originally, it was a “formal recognition” for tradesmen who supplied goods and services to a royal household.It has developed into an effective marketing tool – a special version of endorsement.Companies such as Steinway and Harrods successfully use the royal warrant as a unique selling point.Unlike traditional celebrity endorsements, brands that are warrant holders are associated less with the royalty to which the crest belongs, and more to the…

Marketing to lawyers

By Dan Lavie / November 6, 2006

For marketing and PR agencies such as Tip Top PR, lawyers are one of the most exiting target groups.Surprised? You shouldn’t be! Law touches all aspects of human behavior and social interaction.It is so flexible, that the Romans already categorized it as an Art and not as a Science“Ius est ars aequi et boni”. Lawyers specialize in all kinds of law that keeps changing. Lawyers are a substantial target group – there are an estimated 650,000 lawyers working and more…

Splog anyone?

By Dan Lavie / November 1, 2006

It sounds like a fun soft drink, but it’s the latest spammer pest –splogs.Splogs are spam blogs created and launched by spammers. After being an email pest for many years now, they have now entered the blogosphere.A splog’s creator doesn’t add any written value to the blog. The main function of the splog is to publish press releases, news articles, or advertising. Many splogs are fake blogs that use RSS feeds to create content by inserting links to their websites…

When a blog becomes a flog – the Wal-Mart-Edelman lesson

By Dan Lavie / October 31, 2006

It all started when the PR agency Edelman Worldwide was hired by Wal-Mart to improve its image.Edelman started by creating Working Families, a foundation to counter the criticism of union-funded interest groups.Edelman went on to create a blog – a sort of travelogue following Laura and Jim traveling across the country in an RV.The couple claimed that they wanted to visit their children, one at college in Pennsylvania and the other in North Carolina, so they came up with the…

Self promotion – is it healthy for PR agencies?

By Dan Lavie / October 19, 2006

When choosing a PR agency, a company chooses one that is professional and knows how to generate PR.Therefore, PR agencies must indulge in self promotion.But how far can they go without loosing credibility?Let’s look at two blatant self-promotors that are doing well. The first is the mid-sized PR agency 5W.Its founder and CEO Torossian loves to promote himself and his company.One way he does that is by using his slogan “5WPR, the fastest growing public relations firm in the US”,…

Do lawyers need marketing and PR?

By Dan Lavie / October 18, 2006

Few legal firms believe in marketing and PR. This might cost them dearly in the long run for several reasons. The market has changed. As long as there are people, there will be conflicts and lawyers will be able to make a living. However, clients are becoming more and more savvy – Internet and blogs make juridical information available to everyone.A lawyer has to realize that his/her potential clients will be critical and want to keep posted each step of…

Self promotion – is it healthy for PR agencies?

By Dan Lavie / October 15, 2006

When choosing a PR agency, a company looks for a professional one, that knows how to generate PR.Therefore, PR agencies must indulge in somekine of self promotion.But how far can they go without loosing credibility?Let’s look at two blatant self-promotors that are doing well.The first is the mid-sized PR agency 5W.Its founder and CEO Torossian loves to promote himself and his company. He brands his company with the slogan “5WPR, the fastest growing public relations firm in the US“, a…

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