Graeme Newell's Blog

Positioning a Brand: The Strategy Behind Google’s Marketing Magic

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When positioning a brand, should the marketing be built around the product features, or should it be built around the customer's experience of that product?

Humor in Advertising: Why Some Funniest Commercials Don’t Sell

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The funniest commercials do a great job of entertaining, but does advertising humor motivate customers to buy? The best humor commercials leave you with a chuckle, but firmly tie that humor back to the product and its features.

Best Practices for Marketing Product Features

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Companies tend to define success as beating a competitor even though winning a customer should be their aim. This has lead to a flood of feature-comparison marketing that overwhelms potential customers with information.

Don't brand your product's features; instead, show how those features demonstrate the brand.

Don't kid yourself into thinking that your product feature is special. Odds are, you'll need to wrap that feature in a tested creative vehicle such as metaphor, special effects, or comedy.

Using Emotion – Great Advertising Copywriting for Television Promos

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When making television promos, creative copy writers all too often get locked into the idea that the best promo videos are made by explaining everything to the viewer in great detail. They think that promo...

Positioning a Brand: Best Practices for Using Advertising Humor

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Is the primary goal of humor advertising to charm customers or to sell product features? The best humorous advertisements leave you with a chuckle, but will those funniest commercials actually move product after the laughter fades?

Ways to Avoid a Self-Obsessed Marketing Strategy

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Many times the primary motivation behind a brand preference has nothing to do with the product and its direct effects.

Most marketers study the customer’s passion for their product, not the more motivating passions of how customers feel about themselves.

Never underestimate the prowess of the average consumer. Most of them are masters at sniffing out disingenuous advertising. Your commitment to your customers must be real, or you should just go home.

Best Promo Videos: How to Write Advertising Copy that Grabs Attention

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Advertising copywriting can be tough. As ad copy writers, we’re constantly churning out television promos and the like for a vast variety of products with often little to go off of. As a result, sometimes the promo advertising...

The Marketing Plan Core Competency Checklist

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Name identification, customer benefit, and product identification are core marketing components that many marketers tend to neglect.

Too many marketers sabotage their creative by trying to accomplish too many things in one message. The best strategy is to market one thing, over and over again. Complete that thing, then move on to the next thing.

Great marketing builds in pauses that give the potential customer time to contemplate the sell and feel the emotion of the creative.

The Contradiction Technique: How to Write Copy for Television Promos

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Great advertising copywriting begins with great disruptive writing. The best television promos identify the category cliché in video promos, then turn it on its head. By introducing a wee bit of confusion, the viewer’s natural...

Marketing Plan Strategy: How to Build the Ultimate Macho Brand

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Macho brands don’t caudal their customers. The brand marketing strategy promises suffering and pain. Macho brands taunt their fans, challenging them to be worthy of the brand ideals.