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Leo York
Leo York

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Sep 13, 2021

Above the Line Marketing: Fishing with a Big Net.

What is above the line advertising? The best examples are most television, internet, and radio commercials; the bigger the event, the more above the line (think Superbowl). AoL advertising foregoes targeted, specific marketing for very broad, non-targeted ads. …

Marketing

2 min read

Above the Line Marketing: Fishing with a Big Net.
Above the Line Marketing: Fishing with a Big Net.
Marketing

2 min read


Sep 7, 2021

B2P Marketing: The Third Wheel of the B2 Family.

In marketing, knowing your audience is the first step to making most decisions. Without awareness of who you are appealing to, any campaign can become a chaotic shot in the dark, with little substance and even fewer results to show for it. The broadest two categories of marketing are B2C…

B2B

2 min read

B2P Marketing: The Third Wheel of the B2 Family.
B2P Marketing: The Third Wheel of the B2 Family.
B2B

2 min read


Aug 16, 2021

A Feast for the Senses: Sensory Marketing

When most marketers think of content in all its many forms (copy, graphics, etc) they tend to think of shapes and colors first and sounds second. And nothing else. This isn’t unreasonable. Graphics are an exclusively visual interface. Direct Mail and Direct Response are read-only. Video format ads are seen…

Senses

2 min read

A Feast for the Senses: Sensory Marketing
A Feast for the Senses: Sensory Marketing
Senses

2 min read


Aug 9, 2021

Friday the 13th Special: Bad Luck Branding

Happy Friday 13th, everybody! I thought this would be a fun time to talk about some of the the most cursed campaigns in branding and business I’ve seen. 1. Lays WOW Chips. Wow, oh wow. The marketing was great. The idea was great…in the 90s, fat was branded as the…

Branding

3 min read

Friday the 13th Special: Bad Luck Branding
Friday the 13th Special: Bad Luck Branding
Branding

3 min read


Jul 26, 2021

Mascots: Old & Corny or New & Timely?

Mascots have become an unpopular choice of copy these days. They are associated with the previous century, with unscrupulous attempts to market to children, and with a laziness that is unbecoming of the modern, cynical consumer. But many of those older mascots are still around, and flourishing. Colonel Sanders has…

Marketing

2 min read

Mascots: Old & Corny or New & Timely?
Mascots: Old & Corny or New & Timely?
Marketing

2 min read


Jul 19, 2021

Slogan’s Heroes: What Makes a Good Slogan?

Just as people often confuse branding with general advertising, I often see a mix-up with slogans and taglines. That seems like as good a time as any to dissect slogans and taglines, as they are very important to branding. …

Marketing

2 min read

Slogan’s Heroes: What Makes a Good Slogan?
Slogan’s Heroes: What Makes a Good Slogan?
Marketing

2 min read


Jul 12, 2021

What’s In a name?

Writers really take words seriously. Sometimes I can become so fixated on the proper word for a particular circumstance that it becomes my sole focus until satisfied. The only time I’ve seen singular words matter this much to people who don’t write for a living is when it comes to…

Advertising

2 min read

What’s In a name?
What’s In a name?
Advertising

2 min read


Jul 6, 2021

The Importance of Being Burnished

As I’ve mentioned several times by now, branding means to burn with hot iron, and is also a very important concept in visibility and selling effectively in any market or industry. What’s less often (by which I mean not at all) used in describing corporate or even personal development is…

Pr

2 min read

The Importance of Being Burnished
The Importance of Being Burnished
Pr

2 min read


Jun 28, 2021

Jingo Marketing: Red + White + Blue = Green?

This Monday is the closest to July 4th, so early Happy Independence Day, my fellow Americans. I thought this most patriotic of days would be a good time to analyze what I call (without malice and hopefully minimal bias) Jingo marketing. Jingoism is defined as an overtly aggressive, even warlike…

Marketing

3 min read

Jingo Marketing: Red + White + Blue = Green?
Jingo Marketing: Red + White + Blue = Green?
Marketing

3 min read


Jun 21, 2021

Guerrilla Marketing: Guer-really?

There’s a lot of overlap between Viral Marketing (and disastrous consequences as mentioned in my Viral Marketing post) and Guerilla Marketing. That’s because Viral Marketing is a subset of the much broader Guerilla Marketing, named in the eponymous book Guerilla Marketing by Conrad Levinson, the Creative Director of my personal…

Guerrilla Marketing

2 min read

Guerrilla Marketing: Guer-really?
Guerrilla Marketing: Guer-really?
Guerrilla Marketing

2 min read

Leo York

Leo York

5 Followers

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