Branding Makes The Brand Sizzle

This month, three major technology companies – Seagate Technology, Scotts Valley, Calif.; Sun Microsystems, Palo Alto, Calif.; and 3Com Corp., Santa Clara, Calif. – all launch major branding campaigns, which include heavy TV exposure.

The new campaigns are geared at increasing. container mind share and humanizing products sold mainly to engineers and other professionals.


Before and after

Seagate is known for its hard disk drives, which store data on computers; 3Com sells products such as routers that move network traffic around; and Sun is known for building servers, computers that run networks.

Now, Seagate wants to be known for finding the information you need, 3Com wants its brand recognized on

Oh Downsizing… We Hardly Knew Ye…

imagesCorporate downsizing has left marketers in a bind: Their job is particularly vulnerable while employment opportunities have slowed considerably.

In the throes of downsizing, “companies always look at what they would call non-mission critical departments,” said Dan Bellack, principal with Bellack Consulting, a San Carlos, Calif.-based advertising consultancy.

Support departments like marketing communications fall into the non-mission critical category. “If you’re not part of manufacturing, sales, etc., you are at risk,” Mr. Bellack said.

According to Challenger, Gray & Christmas Inc., a Chicago-based outplacement firm; corporate layoffs slowed from 1993 through 1995 – 615,186 jobs were cut in 1993; 516,069 in 1994; and 439,882 in 1995. But “since October 1995,

Talking Snoring Effects, And Zyppah

zyppahSnoring is a horrible problem in anyone’s life, the person doing the snoring and the one sleeping next to the snorer. Snoring also has some devastating health consequences associated with it. Sleep is a crucial life giving element that human beings need to survive. It is as important as water. The dangers of sleep deprivation can take a drastic toll on a person’s life. Snoring has been linked to many serious if not fatal health conditions from heart disease to depression It is now known that people whose snoring is caused by sleep apnea have a 40% greater chance of dying than people who don’t.

Given those statistics, it is …

Scottish Art Trip Warms The Heart

I planned and orchestrated the workshop a good year in advance of the departure date. On September 19, artists from California, Georgia, Michigan, Oregon, and Wisconsin gathered in the charming little village of Coldingham, 60 miles south of Edinburgh and 70 miles north of Newcastle upon Tyne.

scotheartThe participants stayed in mobile homes, called “caravans” by the Scots, in a vacation park a short walk from the ocean and the fishing village of St. Abbs. Each mobile home had two or three bedrooms, a living room, kitchen, and bath. Each student received a generous supply of Unison and Yarka pastels, Wallis and La Carte paper, a French easel, and …

Cracking The Crosshatching Code

Elizabeth Apgar-Smith believes crosshatching is especially suitable for subjects with a highly textural quality. For the slick, hard edges of a street scene or a cityscape, she would normally use oil or watercolor. But because most of her subjects come from the countryside around her home in rural upstate New York, the softness of pastels is perfect for depicting the undulating natural shapes. To highlight and enhance the textures of such scenes, she uses crosshatching to reproduce the effect of light breaking across surfaces, as in the sheep’s wool in The Committee.

A beautiful example of crosshatching in action.

A beautiful example of crosshatching in action.

The artist loves playing with color, and she’s found crosshatching allows

Handling International PR Is A Tough Task

newimage12Marketing executives within corporate America revealed in a recent study a telling prediction: Of all disciplines for which they’re responsible – more than the Internet, more than cause marketing, more than sports marketing and even more than advertising – international public relations will be the most important during the next three to five years.

The telephone survey was conducted by the Delahaye Group in January among 100 randomly selected U.S. PR executives. The survey found 81% think PR in general will gain importance in the next five years and 87% feel the same about international PR.

That means money for international PR. And where money goes, measurement must follow because

Outsourcing Marketing? What Has This World Come To?

omwgBusinesses across the country are outsourcing work to other companies to increase work volume while holding down costs – a trend that marketing departments are beginning to follow.

Traditionally, companies have held the line at contracting for mainly non-professional work, such as secretarial or janitorial services. But in the never-ending search to cut costs, a company can now lease workers to supplement everything from its law department to its board of directors.

Outsourcing marketing

For example, one large telecommunications company in California, which asked not to be named, cut one of its division’s marketing department from 12 to two people. The department has outsourced the actual work of writing