Joseph Naguit has compiled a portfolio showcasing his creative advertising work from the past three years of university study. The portfolio includes outdoor, print, digital and branding projects for clients such as Shiner Beers, PetSmart, AOL and the American Advertising Federation. Naguit's work demonstrates his ability to effectively solve marketing problems through innovative advertising concepts and designs. The portfolio is intended to provide insight into Naguit's creative vision and skills in advertising.
This document discusses personal branding and why it is important to develop a strong personal brand. It defines personal branding as "the powerful, clear, positive idea that comes to mind whenever other people think of you" and explains that a personal brand influences how others perceive you and your work. It provides examples of well-known personal brands like Michael Jordan and Oprah Winfrey. It outlines the benefits of developing a personal brand for your business, such as attracting more and better clients, increased earning potential, and consistent business opportunities. The document emphasizes that personal branding takes time, consistency, and authenticity to develop an effective brand.
The Referable Seven outlines and describes the seven universal factors/reasons why people refer business and professional to others. It provides case examples and questions to help you think of ways you can get more referrals now.
1) The document discusses various techniques for delivering personalized experiences to customers, including personalizing marketing, products, sales, service, experience, collateral, content, and product selection.
2) Personalization involves having relevant, seamless interactions with customers across channels and considering personalization regardless of how customers engage.
3) Studies show that data-driven personalization can increase sales by 10% and provide a 15%+ ROI.
The document discusses the creative process of developing an advertising campaign. It begins with crafting an inspiring creative brief that identifies the business problem and target audience insights. This informs the development of the campaign idea or concept, as shown in famous examples from Old Spice and Got Milk?. Creative teams that may include copywriters and art directors then generate ideas and write up initial versions to bring the brief to life. The goal is to start with a great brief and use a collaborative process to develop an idea and execution that will solve the identified marketing challenge.
How you can make actual money with a background as a freelance writer or journalist. This is a talk I gave to the ASJA Content Conference in Chicago, November 2014.
Our goal is to inspire an international movement of millennials to follow their ambitions and break out the bad habits they may have been trained their entire life.
Marketing Lessons From Crowdfunding - Clay Hebert at EO NYClay Hebert
This document discusses marketing lessons from crowdfunding. It begins by outlining 5 myths about crowdfunding, including that it is new, small, only for creatives, and provides free money. It then covers the basics of crowdfunding, including the different types. A key lesson is that great crowdfunding is just great marketing. The presentation outlines 10 important questions for effective marketing, including defining the target customer, telling a compelling story, addressing customer fears and differentiating the offering. It stresses the importance of specific goals and metrics to measure success and iterate learning. The overall message is that crowdfunding success depends on understanding customers and sharing a story they want to hear.
iQ Content Bootcamp 2008 - Paul Adams - 'Designing Experiences, not Products'Paul Adams
The document argues that businesses need to shift from designing products and features from the inside out to designing customer experiences from the outside in by understanding customers. It states that the way many businesses currently operate is broken because they focus internally rather than on customer needs and experiences across channels. To provide compelling experiences that drive loyalty, businesses must understand customers by observing them in their own environments to design experiences that are meaningful and valuable.
This document discusses personal branding and why it is important to develop a strong personal brand. It defines personal branding as "the powerful, clear, positive idea that comes to mind whenever other people think of you" and explains that a personal brand influences how others perceive you and your work. It provides examples of well-known personal brands like Michael Jordan and Oprah Winfrey. It outlines the benefits of developing a personal brand for your business, such as attracting more and better clients, increased earning potential, and consistent business opportunities. The document emphasizes that personal branding takes time, consistency, and authenticity to develop an effective brand.
The Referable Seven outlines and describes the seven universal factors/reasons why people refer business and professional to others. It provides case examples and questions to help you think of ways you can get more referrals now.
1) The document discusses various techniques for delivering personalized experiences to customers, including personalizing marketing, products, sales, service, experience, collateral, content, and product selection.
2) Personalization involves having relevant, seamless interactions with customers across channels and considering personalization regardless of how customers engage.
3) Studies show that data-driven personalization can increase sales by 10% and provide a 15%+ ROI.
The document discusses the creative process of developing an advertising campaign. It begins with crafting an inspiring creative brief that identifies the business problem and target audience insights. This informs the development of the campaign idea or concept, as shown in famous examples from Old Spice and Got Milk?. Creative teams that may include copywriters and art directors then generate ideas and write up initial versions to bring the brief to life. The goal is to start with a great brief and use a collaborative process to develop an idea and execution that will solve the identified marketing challenge.
How you can make actual money with a background as a freelance writer or journalist. This is a talk I gave to the ASJA Content Conference in Chicago, November 2014.
Our goal is to inspire an international movement of millennials to follow their ambitions and break out the bad habits they may have been trained their entire life.
Marketing Lessons From Crowdfunding - Clay Hebert at EO NYClay Hebert
This document discusses marketing lessons from crowdfunding. It begins by outlining 5 myths about crowdfunding, including that it is new, small, only for creatives, and provides free money. It then covers the basics of crowdfunding, including the different types. A key lesson is that great crowdfunding is just great marketing. The presentation outlines 10 important questions for effective marketing, including defining the target customer, telling a compelling story, addressing customer fears and differentiating the offering. It stresses the importance of specific goals and metrics to measure success and iterate learning. The overall message is that crowdfunding success depends on understanding customers and sharing a story they want to hear.
iQ Content Bootcamp 2008 - Paul Adams - 'Designing Experiences, not Products'Paul Adams
The document argues that businesses need to shift from designing products and features from the inside out to designing customer experiences from the outside in by understanding customers. It states that the way many businesses currently operate is broken because they focus internally rather than on customer needs and experiences across channels. To provide compelling experiences that drive loyalty, businesses must understand customers by observing them in their own environments to design experiences that are meaningful and valuable.
- Jamberry has partnered with 4 companies to provide social media and business management tools to consultants for $9-$19 per month.
- These tools include apps for Facebook business pages, online meetings, digital look books for parties, tax and expense tracking, and automated client follow up - things that normally cost much more individually.
- The partnerships will give consultants access to professional tools and services at an affordable price to help grow their businesses.
1) The document outlines a plan to transform Fiskars consumers into fans by building an emotional connection with them and creating "irrational loyalty". It aims to insert the Fiskars brand into passionate conversations among enthusiasts.
2) A brand is explained as a company's character and beliefs, not just its logo or products. In today's crowded marketplace, a strong brand is the best way to stand out.
3) The document advocates telling enthusiasts' stories in a compelling way to attract those who share the company's values and see the world similarly.
This document provides an overview of an advertising and creative writing class. It outlines expectations such as attending weekly, checking the online course site regularly, and doing assigned readings and writings. Students will learn about verbal identity, storytelling, and developing their portfolio. They will study great writers and observe people to inform their work. The first assignments are to write about observations from people watching and to select a portfolio campaign to further develop or a new beverage brief to work on.
The document provides background information on Tony Hsieh, founder of Zappos, and his book "Delivering Happiness". It discusses Tony's career history including founding LinkExchange and investing in Zappos, and how Zappos prioritizes culture over customer service and clothing to create a positive work environment. The document also shares emails from employees discussing how focusing on culture and happiness at work has benefited their companies and customer experiences.
Issue two of AuraTalk brought to you by Aura PR- an e-zine created to help SMEs stand out in PR and digital marketing. Helpful hints and tips as well as a short showcase of Aura PR's recent work.
Visit www.aura-pr.com for regular helpful blog posts.
Deals allows businesses to create unique social experiences for customers to enjoy with friends by offering deals on Facebook that can be shared and purchased. The deals platform aims to help businesses stand out from competitors, build loyalty, and reach new customers through word-of-mouth sharing and recommendations among friends on Facebook. Businesses can create compelling deals that offer discounts or special experiences to encourage people to bring friends and spend more at the business.
The document discusses J.W. Anderson's digital branding strategy and opportunities for improvement. It analyzes Anderson's target demographic of creative, urban professionals aged 20-35. It finds that Anderson's current minimalist website fails to reflect his avant-garde aesthetic or engage customers. In particular, the lack of an interactive landing page, limited use of color, and focus only on products misses opportunities to develop the brand's personality and customer relationships online. The document recommends enhancing the digital experience through more immersive and distinctive visuals, storytelling, and opportunities for online exploration and interaction.
Walking a mile in someone else’s shoes. Cliché? Yes. Uncomfortable? Yes.
Someone else’s shoes never feel quite right. But let’s get a little uncomfortable
to better understand your customers and why they buy. Walking a mile in your
customers’ shoes can help you uncover what motivates them.
Deals allows businesses to create promotional offers on Facebook that encourage people to share experiences with friends, helping businesses stand out from the crowd, build loyalty, and reach new customers through word-of-mouth sharing and recommendations. Businesses can design deals that offer discounts for individuals or groups and Facebook will promote the deals on the site and through ads and emails to help spread the word. The document provides examples of deal types and instructions for businesses to create a deal and get started.
Deals allows businesses to create promotional offers on Facebook that encourage people to share experiences with friends, helping businesses stand out from the crowd, build loyalty, and reach new customers through word-of-mouth sharing and recommendations. Businesses can design deals that offer discounts for individuals or groups and Facebook will promote the deals on the site and through ads and emails to help spread the word. The document provides examples of deal types and instructions for businesses to create a deal and get started.
Building authentic relationships in the new media era – the old fashioned wayPhillip Raskin
The document discusses building authentic relationships in the new media era through old-fashioned techniques. It provides examples of how Lord of the Rings producers authentically engaged with fans on message boards to generate buzz for the films. Customer engagement is defined as moving customers through awareness, acquisition, satisfaction, and retention. Experiential marketing creates memorable experiences through the senses to drive brands, and authenticity involves vulnerability and balancing marketing with true interactions. Bringing brands to life emotionally is key to effective experiential marketing.
The document summarizes Tony Hsieh's presentation about building a strong company culture at Zappos. It discusses how Tony started with an online shoe business that grew significantly and was later sold to Amazon. Tony emphasizes that Zappos' number one priority is company culture and that by focusing on creating a fun, passionate culture, customer service and business results will follow. The document includes stories from employees at a bar who transformed their culture and customer service by applying Tony's principles of prioritizing culture and employee happiness.
The document discusses SharePoint and its uses in organizations. It notes that SharePoint allows organizations to reduce costs while gaining rapid software delivery capabilities. It can be used for storing documents, collaborating on projects, publishing department information, and managing common processes. SharePoint comes in two versions - one hosted on a company's servers and one hosted through Microsoft Office 365. From a user perspective, there is little difference between the versions. Features in Delve and Yammer provide more flexibility for dashboards, management, and statistics. Users can also leverage collaboration in Skype for Business and federation with external users through integration.
Greg Bell, Author and Found of Water The Bamboo Center For Leadership, interviewed in SMPS Market, April 2012.
http://www.waterthebamboo.com/_blog/Blog/post/Greg_Bell_Interviewed_for_a_Feature_in_SMPS_%27Marketer%27_Magazine/
The document provides tips for using social networking sites effectively for marketing purposes. It advises to focus efforts on 2-3 major social networking sites that are well-suited to your target audience rather than spreading efforts too thin across multiple sites. Key recommendations include thoroughly researching each site's policies on promotional content, crafting profiles that appeal specifically to your target customer rather than a general personal profile, and adapting your approach to most naturally engage with your intended audience on each site. The overall goal is to find and focus engagement with potential customers through a natural, casual tone while remaining professionally promotional of your business or products.
The document summarizes Tony Hsieh's presentation about building a strong company culture at Zappos. It discusses how Zappos prioritizes culture over customer service or products. Two attendees, John Korioth and Mariana, share how Zappos' culture-focused approach inspired positive changes at their own companies by focusing on employee happiness. Tony emphasizes that culture is a company's brand and must be authentic.
This document summarizes Tony Hsieh's presentation at the American Marketing Association in Portland, Oregon on November 19, 2010. It discusses his background founding LinkExchange and Zappos, how Zappos prioritizes company culture over customer service or products, and how focusing on culture leads to employee and customer happiness as well as business success. The document also includes stories from two business owners, John Korioth and Dave Brautigan, about how implementing Zappos' culture principles transformed their companies for the better.
The document is a thank you letter from the owner of Dream Tree Riding School thanking families for supporting their children's interest in horseback riding. It recognizes the students for their hard work and dedication in caring for their horses and overcoming new challenges. It encourages celebrating the accomplishments of the past year to inspire further success in 2014.
This document provides an overview of horseback riding (equestrianism) including definitions, types of riding styles (English and Western), common equestrian sports and events within those styles, horse breeds typically used, and how the subculture is portrayed in mainstream media. It also notes a misunderstanding outsiders often have that riding is simply getting on a horse and letting it do what it wants, when in reality it requires subtle cues and corrections from the rider to guide the horse through movements.
Horse riding involves maintaining control over a horse through horsemanship skills and using proper equipment. Riders should wear appropriate clothing like riding breeches and shirts with sleeves. Identification and medical information should be clearly displayed in case of emergency. Tail ribbons can provide information about a horse's temperament and experience level.
- Jamberry has partnered with 4 companies to provide social media and business management tools to consultants for $9-$19 per month.
- These tools include apps for Facebook business pages, online meetings, digital look books for parties, tax and expense tracking, and automated client follow up - things that normally cost much more individually.
- The partnerships will give consultants access to professional tools and services at an affordable price to help grow their businesses.
1) The document outlines a plan to transform Fiskars consumers into fans by building an emotional connection with them and creating "irrational loyalty". It aims to insert the Fiskars brand into passionate conversations among enthusiasts.
2) A brand is explained as a company's character and beliefs, not just its logo or products. In today's crowded marketplace, a strong brand is the best way to stand out.
3) The document advocates telling enthusiasts' stories in a compelling way to attract those who share the company's values and see the world similarly.
This document provides an overview of an advertising and creative writing class. It outlines expectations such as attending weekly, checking the online course site regularly, and doing assigned readings and writings. Students will learn about verbal identity, storytelling, and developing their portfolio. They will study great writers and observe people to inform their work. The first assignments are to write about observations from people watching and to select a portfolio campaign to further develop or a new beverage brief to work on.
The document provides background information on Tony Hsieh, founder of Zappos, and his book "Delivering Happiness". It discusses Tony's career history including founding LinkExchange and investing in Zappos, and how Zappos prioritizes culture over customer service and clothing to create a positive work environment. The document also shares emails from employees discussing how focusing on culture and happiness at work has benefited their companies and customer experiences.
Issue two of AuraTalk brought to you by Aura PR- an e-zine created to help SMEs stand out in PR and digital marketing. Helpful hints and tips as well as a short showcase of Aura PR's recent work.
Visit www.aura-pr.com for regular helpful blog posts.
Deals allows businesses to create unique social experiences for customers to enjoy with friends by offering deals on Facebook that can be shared and purchased. The deals platform aims to help businesses stand out from competitors, build loyalty, and reach new customers through word-of-mouth sharing and recommendations among friends on Facebook. Businesses can create compelling deals that offer discounts or special experiences to encourage people to bring friends and spend more at the business.
The document discusses J.W. Anderson's digital branding strategy and opportunities for improvement. It analyzes Anderson's target demographic of creative, urban professionals aged 20-35. It finds that Anderson's current minimalist website fails to reflect his avant-garde aesthetic or engage customers. In particular, the lack of an interactive landing page, limited use of color, and focus only on products misses opportunities to develop the brand's personality and customer relationships online. The document recommends enhancing the digital experience through more immersive and distinctive visuals, storytelling, and opportunities for online exploration and interaction.
Walking a mile in someone else’s shoes. Cliché? Yes. Uncomfortable? Yes.
Someone else’s shoes never feel quite right. But let’s get a little uncomfortable
to better understand your customers and why they buy. Walking a mile in your
customers’ shoes can help you uncover what motivates them.
Deals allows businesses to create promotional offers on Facebook that encourage people to share experiences with friends, helping businesses stand out from the crowd, build loyalty, and reach new customers through word-of-mouth sharing and recommendations. Businesses can design deals that offer discounts for individuals or groups and Facebook will promote the deals on the site and through ads and emails to help spread the word. The document provides examples of deal types and instructions for businesses to create a deal and get started.
Deals allows businesses to create promotional offers on Facebook that encourage people to share experiences with friends, helping businesses stand out from the crowd, build loyalty, and reach new customers through word-of-mouth sharing and recommendations. Businesses can design deals that offer discounts for individuals or groups and Facebook will promote the deals on the site and through ads and emails to help spread the word. The document provides examples of deal types and instructions for businesses to create a deal and get started.
Building authentic relationships in the new media era – the old fashioned wayPhillip Raskin
The document discusses building authentic relationships in the new media era through old-fashioned techniques. It provides examples of how Lord of the Rings producers authentically engaged with fans on message boards to generate buzz for the films. Customer engagement is defined as moving customers through awareness, acquisition, satisfaction, and retention. Experiential marketing creates memorable experiences through the senses to drive brands, and authenticity involves vulnerability and balancing marketing with true interactions. Bringing brands to life emotionally is key to effective experiential marketing.
The document summarizes Tony Hsieh's presentation about building a strong company culture at Zappos. It discusses how Tony started with an online shoe business that grew significantly and was later sold to Amazon. Tony emphasizes that Zappos' number one priority is company culture and that by focusing on creating a fun, passionate culture, customer service and business results will follow. The document includes stories from employees at a bar who transformed their culture and customer service by applying Tony's principles of prioritizing culture and employee happiness.
The document discusses SharePoint and its uses in organizations. It notes that SharePoint allows organizations to reduce costs while gaining rapid software delivery capabilities. It can be used for storing documents, collaborating on projects, publishing department information, and managing common processes. SharePoint comes in two versions - one hosted on a company's servers and one hosted through Microsoft Office 365. From a user perspective, there is little difference between the versions. Features in Delve and Yammer provide more flexibility for dashboards, management, and statistics. Users can also leverage collaboration in Skype for Business and federation with external users through integration.
Greg Bell, Author and Found of Water The Bamboo Center For Leadership, interviewed in SMPS Market, April 2012.
http://www.waterthebamboo.com/_blog/Blog/post/Greg_Bell_Interviewed_for_a_Feature_in_SMPS_%27Marketer%27_Magazine/
The document provides tips for using social networking sites effectively for marketing purposes. It advises to focus efforts on 2-3 major social networking sites that are well-suited to your target audience rather than spreading efforts too thin across multiple sites. Key recommendations include thoroughly researching each site's policies on promotional content, crafting profiles that appeal specifically to your target customer rather than a general personal profile, and adapting your approach to most naturally engage with your intended audience on each site. The overall goal is to find and focus engagement with potential customers through a natural, casual tone while remaining professionally promotional of your business or products.
The document summarizes Tony Hsieh's presentation about building a strong company culture at Zappos. It discusses how Zappos prioritizes culture over customer service or products. Two attendees, John Korioth and Mariana, share how Zappos' culture-focused approach inspired positive changes at their own companies by focusing on employee happiness. Tony emphasizes that culture is a company's brand and must be authentic.
This document summarizes Tony Hsieh's presentation at the American Marketing Association in Portland, Oregon on November 19, 2010. It discusses his background founding LinkExchange and Zappos, how Zappos prioritizes company culture over customer service or products, and how focusing on culture leads to employee and customer happiness as well as business success. The document also includes stories from two business owners, John Korioth and Dave Brautigan, about how implementing Zappos' culture principles transformed their companies for the better.
The document is a thank you letter from the owner of Dream Tree Riding School thanking families for supporting their children's interest in horseback riding. It recognizes the students for their hard work and dedication in caring for their horses and overcoming new challenges. It encourages celebrating the accomplishments of the past year to inspire further success in 2014.
This document provides an overview of horseback riding (equestrianism) including definitions, types of riding styles (English and Western), common equestrian sports and events within those styles, horse breeds typically used, and how the subculture is portrayed in mainstream media. It also notes a misunderstanding outsiders often have that riding is simply getting on a horse and letting it do what it wants, when in reality it requires subtle cues and corrections from the rider to guide the horse through movements.
Horse riding involves maintaining control over a horse through horsemanship skills and using proper equipment. Riders should wear appropriate clothing like riding breeches and shirts with sleeves. Identification and medical information should be clearly displayed in case of emergency. Tail ribbons can provide information about a horse's temperament and experience level.
Horses were originally wild in North America but went extinct there after people began traveling globally. People first domesticated horses in Central Asia around 4000 BC to use for transportation and food. Various equestrian sports and competitions developed involving skills like navigating obstacle courses, dressage, jumping, and trick riding. There are many breeds of horses and factors like coat color are based on genetics. Important historical uses of horses included warfare and establishing settlements through nomadic herding.
Horse riding can be an enjoyable sport and means of transportation, but it also carries risks. If a horse loses control, one should hold on tight until the horse stops or try to calmly regain control. While horse riding provides entertainment and movement, it can also be dangerous and unstable, potentially leading to injury or death. Overall, horse riding is both fun and risky.
Therapeutic horseback riding provides physical, mental, and emotional benefits to people with disabilities. Physically, the horse's motion helps develop muscle strength, balance, coordination and motor skills. Mentally, it increases concentration and spatial awareness. Emotionally, riding helps build trust and independence as riders learn new skills.
Kenneth Oms designed a media kit for a fictional taxidermy business as a class project. The media kit included two posters, a newsletter, business cards, and a logo created using various software programs. The posters and newsletter were intended to promote the business and educate the public about taxidermy. The newsletter in particular provided an introduction to the company and its goals while keeping the tone casual to connect with customers.
The Number One Job Hunting Book in the World!Jim Stroud
JimStroud.com - Jobseekers! If the only thing you have done to find work is post your resume to a job board, you are missing out on countless opportunities. Stop doing what you have always done and implement a job search strategy that pays off now and for the entirety of your career. If you are unemployed, under-employed or unhappily-employed; the facts, ideas and methods in this book will help you find work quickly and keep you employed for years to come.
In this book, you will learn:
# Why now is a good time to be looking for work
# How to know which careers are worth your time
# How to look for work in other countries
# How to find jobs that will boost your entire career
# How to advance your career by writing your resume in advance
# How to position yourself to be found by recruiters looking to hire
# How to get fired from a job before you even start it
# How to find more qualified job leads with less effort
# How to start your own online business with no money down
# How to find a job on Twitter
# How to cold call a company and get a job
# Reasons why recruiters never call you back (and ways to convince them otherwise)
# How to deal with recruiters who pitch you jobs you do not want
# How to get job search help from family and friends
# How to use Facebook to get a job
And everything else that I forgot to mention in this description!
"The #1 Job Hunting Book In The World" is presented in a conversational style and humorous tone that engages the reader throughout. The information is contemporary, relevant and practical enough for immediate application. Read this book and be inspired to actions that will cause opportunities to seek you out.
...
If you have my permission to download this book, share it online, share it via email, share, share away. However, the right to bind it and sell it is exclusively mine. If you would like to purchase hard copies of my book, you can buy them (and my other books) on Amazon.com.
Jim Stroud
LinkedIn: www.linkedin.com/in/jimstroud
Blog: www.JimStroud.com
YouTube: www.youtube.com/jimstroud
Amazon: http://amzn.to/2q2mBhu
P.S. If you want me to lead you to who is hiring now at my beloved employer, I suggest you check out our website at: https://www.randstadsourceright.com/careers/
EVERY job Iead I could give will come from that website, so do us both a favor and just go there. Thanks!
;-)
Lisa Hickey gives a presentation on branding and social media to club members. She discusses the importance of having a valuable product or service before using social media to promote it. She then provides an overview of her personal social media usage and connections. Hickey defines branding as making a conscious decision about what you want the world to remember about you. She also defines social media as using social networking tools to create, share content and motivate action. Hickey recommends starting a blog, video strategy or using Twitter, Facebook and LinkedIn as the best ways to get started with social media. She emphasizes aligning all social media efforts with your overall brand strategy and values.
The document provides guidance on writing creative briefs with 5 key points:
1. Find out what competitors are doing in the market and do something different to stand out.
2. Focus on defining the brand's unique personality rather than logical propositions.
3. Define the target market in a way that shows respect for who they are.
4. Include some initial creative ideas to test how actionable the strategy is.
5. Make the brief inspiring by believing in its power to address business issues creatively and change the marketplace.
30 years in 30 minutes: Tips for starting your advertising career.David Murphy
Career advice to aspiring advertising professionals. Presentation to the Chapman University Ad Club offering point of view of how to get a job in an agency and how to succeed early in your career.
This document provides an overview of key elements of effective copywriting and summarizes a lecture on crafting compelling copy. It discusses essentials of copywriting like selling benefits over features, writing plainly, focusing on headlines, making content relevant, and committing to research. It also outlines different types of copywriting like direct mail, email, and social media. Key components of ads and TV commercials are summarized like using emotion, providing important information, and including a clear call to action.
The document discusses a simple content strategy called the "Morning Sun" approach where marketers provide valuable free content to attract an audience and build trust, with the goal of eventually selling paid products or services. It provides examples of how companies like Claude Hopkins, John Carlton, Kevin Rogers, and Gary Vaynerchuk have successfully used free content like samples, newsletters, podcasts, and videos to grow their businesses. The key is that any paid offerings must provide real value to the customer beyond what's available for free. Blogging is suggested as an easy way to start producing valuable content without needing to create an expensive TV show.
This document outlines a 13-step process for developing a brand for a community. The steps include educating locals about branding, inventorying local assets, forming committees to guide the process, identifying target markets, filtering brand ideas, developing supporting elements and marketing plans, and continually promoting the brand. The goal is to carefully choose a brand direction, build buy-in, and clearly communicate the brand to attract desired businesses and visitors long-term.
This document discusses how storytelling can be used for branding. It argues that branding tells a story about who the brand is and who the user wants to be through the brand's personality, values, and how it empowers users. Effective brand storytelling means crafting a story where the brand acts as a mentor to help users achieve their aspirations. The brand's story should be authentic and consistent across all aspects of the brand from its visual design and tone of voice to its products, customer service, and strategic decisions.
The document summarizes key insights and connections from attending the SXSW festival. Some notable takeaways included Adobe's employee innovation program called Kickbox, the importance of treating people well as a leader, and new opportunities in mobile apps, personalized styling, and using data to enhance the customer experience. The attendees planned to follow up on partnerships with companies demonstrating technologies like visual content creation tools, conversational interfaces for collecting customer data, and bot blocking solutions.
Philadelphia Fashion Incubator Presentation - May 2018 Jami Slotnick
A fun and frank discussion about branding and fashion. We cover methods of communication 1980 vs. today and take a look at messaging, research/discovery and brand evolution.
Philadelphia Fashion Incubator Presentation May 2018David Hitt
This document discusses branding and marketing strategies for a plain white t-shirt. It explains how perceived value is more important than real value in determining a product's worth. Brand positioning, messaging, awareness, reputation and evolution over time are key factors that influence perceived value. While a plain white t-shirt may have little intrinsic value, branding can increase its perceived value through nostalgia, quality perception and the cachet of the designer label. The document provides numerous examples and tips for how even a simple product can be effectively marketed through strong branding.
The poster challenges people's stereotypes and prejudices by featuring an image with the question "What do you see?". It lists possible occupations and interests for the person but leaves it ambiguous whether they are true or not, to discourage judging based on appearance. The main message is not to judge people by their cover and to see past stereotypes regarding ethnicity, class, weight or other defining features. This is emphasized by the caption "MORE THAN MEETS THE EYE".
The Copywriting Secrets Of A Lending Club Direct MailGerome Soriano
The document analyzes the persuasive techniques used in a direct mail piece by Lending Club. It identifies 8 influence triggers used: 1) a benefit-driven headline, 2) making the reader feel special, 3) labeling readers, 4) appealing to reputation, 5) making the offer seem easy, 6) providing options to respond, 7) justifying the exclusive offer, and 8) creating curiosity through an open-loop structure. The document encourages applying these techniques to other marketing campaigns and provides examples for each trigger.
Jean Kilbourne believes that advertisements influence people in subtle ways by making them feel insecure and encouraging addictive behaviors. She notes that the average American sees 3000 ads per day, making influence difficult to avoid. While August Busch III, CEO of Anheuser Busch, denies that ads influence behaviors or cause future addictions, Kilbourne argues that alcohol ads targeting animals like horses will attract children and ads showing products as solutions to problems can encourage addictions. Overall, Kilbourne asserts that ads are designed more to sell products than consider harmful long term effects, especially on children.
Jean Kilbourne believes that advertisements influence people in subtle ways by making them feel insecure and encouraging addictive behaviors. She notes that the average American sees 3000 ads per day, making influence difficult to avoid. While August Busch III, CEO of Anheuser Busch, denies that ads influence behaviors or cause future addictions, Kilbourne argues that alcohol ads targeting animals like horses will attract children and ads implying products can solve problems can encourage addiction. Overall, Kilbourne asserts that ads subtly shape desires in harmful ways over time, while Busch maintains people are not influenced without choosing to be.
Similar to Riding the Trail to the City of Laputa (20)
2. I would like to dedicate this to all
who stuck around in this long journey.
Thanks for all your support and for
believing in my creative vision.
““But words are things, and a small drop of ink, falling, like dew, upon a thought
produces that which makes thousands, perhaps millions think.”
-Lord George Gordon Byron
4. Preface
Along my scholastic journey, I met people who helped me along the way to find a vision. I think of this portfolio as what
it is most commonly known as, a “book.” A past professor taught me to think about standing out from the rest by staying
away from what future employers see on a daily basis. Why have a resume when you can put a message in a bottle?
Literally. So I thought, “That’s what I should do, make my book into a literary book.” When people grab a book to read,
they mostly want either fantasy or knowledge. I didn’t want this to be any different.
In here you’ll find my collective work from the past three years of how I see advertising. It’s not just getting the word out
or trying to sell a product. It’s more about solving a problem when a business is losing customers, when consumers are
not familiar with a product or just when one needs to find an identity. The advertising industry is all about the solution,
and this collection is what I feel that is.
This collection describes how I work, and my work describes who I am. To all who helped me with the concept, with
professional advice and with the completion, thank you.
To the rest of you, welcome to my book.
9. Shiner Bock Beers
During my first semester of taking advertising classes at the University of Houston, I took a copywriting class
taught by Professor Bob Culpepper. It was during this time I first realized advertising is a way to offer a
solution to a problem. The assignment, in this case, was to choose an existing billboard and create the next
in a series. I chose a Shiner Bock billboard that emphasized their connection with Stubb’s barbeque. My goal
was to keep things short, sweet and to the point. The copy on the original billboard read, “WE PUT THE BAR
IN BAR-B-Q.” In this way, Shiner is seen as an accessory to the barbeque. For the next in the series I decided
to reverse the concept, making Shiner the centerpiece and build the barbeque around the beer. Through fewer
words and more images, I felt this ad would stick in people’s minds. Why make people read, when they can
see that it is Shiner Beers being offered? Why put the word “barbeque” when I can show a silly cow?
During college, I would learn one specific characteristic of all advertisements; they’re either a demonstration
or a metaphor. This Shiner ad is a metaphor; a simple equation containing pictures fully representing Texas
barbeque.
10.
11. VOTE08
The concept of these billboards was derived from people’s apathy about voting. With the copy being
intentionally sarcastic, I wanted to arouse realistic thinking when the audience saw these ads. Being aware of
advertising trends and designs is one thing, but to break the generic mold for a voting advertising
campaign was how I wanted to portray this billboard among others. Therefore, this advertisement was more
than just the design or digital print; it was the idea of branching beyond the typical billboard and public service
announcement for voting. For instance, when you think about global warming, you don’t think about the day to
day effects. When you think of pedophiles, you don’t see them as normal. These billboards completely disrupt
conventional thinking. With that, I hoped to provoke emotions of anger and offensiveness, ultimately getting
people to the polls and making their own voices heard.
15. ADT Security
When you think of business-to-business magazine advertisements, you find they’re more informative than
appealing. This advertisement has a little bit of both. Business-to-business advertisements are almost a mirror
image of the consumer themselves. They are succinct and quick to the point, because our typical businessman
or businesswoman doesn’t have the time of day to sit and analyze a copyright. The purpose of this ad was to
show how ADT doesn’t take a break, because neither do criminals. It was a simple copyright that reminded the
reader of ADT’s benefits to the consumer. Moreover, the use of the ADT logo is a simple use of branding. At
the bottom of the ad, the copy gives a brief history of the company. This allows potential businesses to
understand ADT as a company of quality. Through the use of demonstration, this ad shows how a company can
relax, having one less thing to worry about when ADT is in their corner.
16. Tools connecting YOU to your LIFE.
Make it. Personalize It.
AIM for you.
Do what you want.
Look how you feel. Mail
Pictures
Chat
Videos
You.
Live a
PERSONALIZED LIFE.
AIM for you.
www.aimpages.com www.aimpages.com
17. AOL
AIM Pages
These AOL print ads were actually part of a larger project. The goal of this case study was to achieve a way to
familiarize people with AOL’s AIM Pages. AIM Pages is a social networking site you can fully customize a page
to personalize who you are. A majority of those surveyed in my research had an AIM screen name, but weren’t
aware of the AIM Page associated with it. We all know MySpace and Facebook command the playing field when
it comes to social networking sites. So instead of competing head-to-head with these giants, I simply wanted
to introduce people to an option they were unacquainted with. In these two print ads I demonstrated how two
different personalities come alive in their own way on their own page. These print ads provide a
demonstration of how people are able to personalize their life however they want. The personalization of the
people in the advertisements lends a close relationship to the reader; therefore, a stronger connection to the
brand. Also, located on the bottom of the page is a call to action to visit the AIM Pages website where they
can start their own today.
18.
19. PetSmart
At one time or another, as a pet owner, we all tend to fail to notice what our pets really do for us. In these
print ads for PetSmart, I concentrated on canine companions and how they truly are “man’s best friend.” As
we go through life we all have certain needs. Some of these needs are seen differently through a dog’s eyes.
For example, one of the ads states, “Obedience is important for you, treats are important for them.” In other
words, our necessities are their rewards. I wanted to trigger a strong emotion in the audience of love and
compassion for their pets and realize, along with me, how we tend to sometimes overlook our companion’s
loyalty. Moreover, I wanted to shift the point of view from the pet owner, to the pet’s point of view. I created a
tagline “Show Your Appreciation” as a call to action. Each ad contains a coupon offering a way to act upon that
appreciation. If treats are important to a dog, the consumer gets a 20 percent off coupon for those treats.
23. Glorious Way Church
This was a flyer assignment given to me by Glorious Way Church located in Houston, Texas. Their youth group,
Altitude, was hosting a roller skating event at their local rink. When most people think about skating rinks
these days, they think of disco. Playing off this theme, I used popular songs of the disco era as my taglines.
Also, I wanted the flyer to have a psychedelic look making the words appear as they had floated into place.
The flyer is as fun, energetic and inviting as the actual event.
24.
25. HYATT Regency
Crystal City
This was a newsletter assignment given to me by the HYATT Regency Hotel in Crystal City located in
Washington D.C. They wanted a commemorative newsletter for all those in attendance at the historical
presidential inauguration in 2009. My job was to layout and design the newsletter. I used a theme reflecting
President Barack Obama’s presidential campaign. Moreover I used similar colors and even managed to add
President Obama’s campaign logo.
26.
27. American Advertising Federation
Infomation Nights
The purpose of this flyer was to notify American Advertising Federation-University of Houston Chapter
members and future members of Information Nights. I wanted the copy to read opposite of the actual intended
action. In the past, I’ve learned that people often do what they’re told not to do. We are all natural rebels at
heart. The tagline instructs you to not read; however, we all noticed that a greater number of people stopped
to read over the flyer. Measuring the effectiveness of this flyer was the turnout of people to the information
nights, which had a higher turnout as compared to the past semesters.
28.
29. American Advertising Federation
Paintball Tournament Fundraiser
I designed this flyer for a fundraiser I organized as Vice President for American Advertising Federation-
University of Houston Chapter. I mimicked a secret agent’s mission briefing with a twist. Also, the flyer for the
actual event is visually busy and eye-catching. As the semester goes on, more flyers fill up the campus boards
finding it hard to seek out one event. I felt that this flyer stood out well from the rest and helped the great
turnout we had.
35. “It’s less than you think.”
The concept of this big idea is to show how many drinks is enough for the person consuming them. What may
not be too much for you could be less than you think for someone else to be dangerously intoxicated. The idea
is pointing to the actual problem; not knowing your limit or your friend’s limit, and not knowing how to
maximize your own buzz. It takes less than you think to get hurt and it takes less than you think to have a
good time. Two drinks versus four drinks make a big difference even though four drinks may not sound like
too much for you. If people can understand it takes less than you think they can better protect themselves,
their friends and still ‘feel good’ at the same time. You become more aware of the situation and the outcome.
This idea will be more informative to the targeted segments; it’s in the title itself- I am telling you, “It’s less
than you think…” Slow down, don’t look stupid, don’t end up hurt and ENJOY yourself- because it really IS less
than you think.
39. American Advertising Federation
A challenge was presented to me to re-brand the American Advertising Federation-University of Houston
Chapter’s logo. The former image personified guerilla tactics, the club occasionally practiced, with an actual
gorilla. But why have a gorilla represent you, when you don’t fully represent guerilla? Instead, I wanted the
organization to feel like a real life agency. Unlike the other clubs on campus, AAF was purely professional and
interacted with actual agencies in the Houston area. I wanted our club to feel like those agencies. This new
logo and headline are part of a bigger idea, in which the whole AAF-UH Chapter website looks like a corkboard
similar to one you can find in a professional’s office. The site was intended to be more interactive than before,
being able to click on post-it notes and flyers on the board. Click on this post-it note and you can find a client
list of past companies we have worked with during competitions, or click this flyer to view a portfolio section
where members have submitted their work to show off. The concept in the end was intended to feel like you
were browsing on an actual agency’s webpage. Furthermore, the tack in the organization’s logo ties together
the corkboard with the new image. The tagline was also changed to “Educate. Innovate. Create!” to emphasize
what we do.
40.
41. American Advertising Federation
AAF Student Conference 2008
This was a piece I submitted for the AAF 2008 Conference Name Tag Competition. Each school in attendance
was to submit a name tag to represent their school. I remember when I created this; it was literally the night
before. The current president of our organization asked me to come up with something to submit. I didn’t
want our school to be the only one without a name tag, so I went home and started designing. A good friend
had recently introduced me to a laser cutting machine that cuts and engraves various materials. I instantly
thought of that, designed the piece and asked her for help. Being the great friend she is, she laser cut the
name tag first thing the morning of the competition. Later that day, we found out our school had won first
place.
43. pediINFANTRY
This assignment was given to me by a group of nurses who work in a clinic located in the Houston Medical
Center. I was asked to create a team name and logo for their participation in the March of Dimes, a walk
promoting awareness and raising funds for premature babies. The team wanted to find a unique way to set
themselves apart from the others. The result was “pediINFANTRY.” The whole idea behind the team name is
a play on words. The purpose of the march were for babies, giving “pedi” a double meaning: one for feet, the
other for babies. When most people think of marching, an army comes to mind, or in this case an infantry.
Finally, the bandanas were gender specific, baby blue for the males and pink for the females.
50. About the Author
Wrtten by C. T. Nguyen
Joseph Naguit was born the youngest and only son on September 24, 1983, in the Philippines to Joe Naguit and Zenaida Mangubat
Naguit. Soon after, he and his family made their way to America where he spent most of his upbringing in the suburbs of Houston.
As a high school student, his early skills were developed and exercised in organizations like the Technology Student Association and
the art club. Besides this, Joseph had an extensive background in music that focused on the French horn (among the guitar, piano and
drums).
Before Joseph chose advertising, his life felt incomplete in fields of computer science and marketing. He figured out that advertising
fit his competitive and innovative nature, which are now both vigorously challenged at all times. The work doesn’t just overwhelm,
but excites him. It has been stated that Joseph’s professional heroes include men like Sir Richard Charles Nicholas Branson and Steve
Paul Jobs. In his last semester at the University of Houston he was appointed Vice President and Ambassador of the America
Advertising Federation. Some of his achievements included building the membership count to new heights, giving AAF a new image
and raising the bar of what creativity can do with his fellow members.
First impressions allow people to recognize the characteristics that aid in Joseph’s successes: determination, charm, persistence,
confidence and incredible organization; however, he can also be playful, sentimental, bashful and impulsive. When Joseph is not
creating ads, he can be found on a golf course contemplating the wind’s direction, eating a good steak done medium rare,
rearranging the furniture in his apartment, mastering the violin or at his neighborhood bar on the karaoke microphone. He also has
great passion for cars with impressive engines, women who kiss with enthusiasm, whole pies in any shape or form and dogs with big
ears. Keep in mind, he is only in his mid-twenties and still has plenty more he wants to accomplish. It begins here.
“The voyage of discovery is not in seeking new landscapes but in having new eyes.”
` - -Marcel Proust
52. “In today’s vernacular, this guy rocks!
Quiet but smart. Cool but energetic.
In a two word summary:
Hire him.”
Don Brown
-February 19, 2009, LinkedIN
Principal at brownchild ltd inc
53. “Joseph Naguit was my student in Advertising Copywriting and Advertising Campaigns a
few semesters ago. He is an excellent student, both in the comprehension of the material
presented and in the application of the material in various creative assignments.
The teams that Joseph worked in could always be counted on to offer outside-the-box
solutions to problems and to discover attention getting ways of presenting the benefits of
the products for which they created advertising. He is proficient in a variety of computer
graphics programs and has an excellent design sense.
I heartily recommend Joseph for any position for which you might consider him. He is a
quick study and I am confident that he will make a fine addition to your staff. If I can
provide any further information please feel free to call me at 713-504-1828.”
Robert J. Culpepper Jr.
Advertising Professor
Jack J. Valenti School of Communication
University of Houston
57. Frist Place in the AAF Name Tag Competition
Robert Culpepper University of Houston
58.
59. References
Robert Culpepper
Advertising Professor - Communications Department
University of Houston – Main Campus
122 E. Cullen
Houston, Texas 77204
(713) 867-3228
Larry Kelley
Chief Planning Officer - Fogarty Klein Monroe
1800 West Loop S
Houston, TX 77027
(713) 862-5100
Don Brown
Principal at brownchild ltd. inc.
1629 Bonnie Brae St
Houston, TX 77006
(713) 807-9000
Kristopher Hayes
Customer Experience Manager (Sales Manager)
Best Buy #291
5133 Richmond Ave
Houston, Texas 77056
(409) 673-3424