Graeme Newell’s Blog
Is Your Brand Effective? Take the Slogan Line Test
by Graeme Newell gnewell@602communications.com http://www.602communications.com Highlights: -You can influence your brand, but your customers ultimately own your brand. -Take the seven question brand test. -Effective branding plans are all about addressing customer needs, not a description of your product attributes. Do you have a clearly defined brand position or just a catchy slogan with little product positioning behind it? In last week’s column, I talked about the specific differences between a slogan and a brand. A slogan is...
read moreIs Your Brand Effective? Take the Slogan Line Test
Is Your Brand Effective? Take the Slogan Line Testby Graeme Newell gnewell@602communications.com http://www.602communications.com Twitter: gnewell Facebook: facebook.com/gnewell Highlights:-You can influence your brand, but your customers ultimately ...
read moreDo you Have a True News Brand or Just a Slogan?
Do you Have a True News Brand or Just a Slogan?by Graeme Newell gnewell@602communications.com http://www.602communications.com Twitter: gnewell Facebook: facebook.com/gnewell Highlights:Very specific slogans are great for brand focus but often lack ve...
read moreTV's Dead-End Web Linking
by Graeme Newell http://www.602communications.com Twitter: gnewell Facebook: facebook.com/gnewell How can an encyclopedia be so damned entertaining? I am an avid user of Wikipedia but I have to be careful because looking up a simple definition can cause me to blow through a whole afternoon. Those little magical blue links take me on adventures I never planned to take. Wikipedia is the alpha standard for web linking. Each entry typically has dozens of links that allow the user to traipse through the world of information unfettered...
read moreThe Problem with One-Word Coverage Promises
by Graeme Newell gnewell@602communications.com http://www.602communications.com A great tease will contain a solid promise of coverage that foreshadows a full and satisfying story. In the world of entertainment, the goal is to convey the depth and complexity of the story line. Any promises that smack of simplicity or shallowness just won’t motivate a viewer. We see this in movie trailers all the time. You will never see a promo that promises the basic plot of the movie. For example: “Will the hero get the girl?” ...
read moreHow to Build the Ultimately Actionable Research Study
by Graeme Newell gnewell@602communications.com http://www.602communications.com Highlights: -Don’t start a research project by asking “What do I want to know?” Start by asking, “What am I hoping to change?” -Great research starts with a fearless inventory of what you can’t or won’t change. -For each survey question ask, “What specific action will this answer empower me to take?” Most research studies can be broken down into two camps. There are tracking studies that tell you how...
read moreDon’t Refer to People as Objects
by Graeme Newell gnewell@602communications.com http://www.602communications.com One of the primary goals of teases and news stories is to create a sense of personal connection with the heroes, villains and other main characters in any daily show. Just like a prime drama or blockbuster movie, we want our characters to come alive. However, many times our writers refer to people as objects instead of real-life fascinating individuals. Treat People Like Human Beings Motivating viewers to care about the main characters of a story starts...
read moreCrazy Like a Fox: When Diluting your TV Brand is the Best Strategy
by Graeme Newell gnewell@602communications.com http://www.602communications.com Highlights -Brand expansion is the most viable growth option for many TV channels. -What appears to be short-sighted brand dilution is actually a strategic long-term growth strategy. -Classic Madison Avenue brand-expansion strategy is the best teacher for those of us in TV. Blatant Brand Dilution? For a generation the rules of TV branding have been clear and unequivocal–find a specific niche audience, then hyper-serve that niche with specialized programming....
read moreThe Netflix Effect – How Powerful New Databases are Changing Channel Branding
Highlights: - Traditional media branding strategies tend to stereotype customers and miss true motivations. - Powerful new customer databases make attitude targeting the best new opportunity. - In the future more cable channels will be programming for attitude and mindset, not just content preference. Read part one of this series on brand expansion here. What are they thinking? It just seems like foolhardy brand dilution. History is running a competition show, Top Shots. Cartoon Network has a scripted live-action series, Unnatural History. ...
read moreWorkflow Strategies that Empower Social Media Marketing
by Graeme Newell gnewell@602communications.comThis e-mail address is being protected from spambots. You need JavaScript enabled to view it http://www.602communications.com Twitter: gnewell Facebook: facebook.com/gnewell Highlights: -Lack of workflow systems are what stop many marketers from using social media marketing. -Social media marketing’s unpredictability requires a shift away from a planning culture and into a real-time maintenance culture. -Traditional media’s greatest strength is powerful reach. But many companies...
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