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Advertising Agency In Boston: Tips and Tricks


The big news on Wall Street last year was the initial public offering of Internet search engine Google. If you were a visitor from another planet, you might be asking yourself, What big, sophisticated, high-technology company is behind the success of Google? Could it be IBM, Microsoft, Intel, Apple, Oracle, SAP, Hewlett-Packard, Cisco, Dell, Xerox, Sun Microsystems, Philips or Siemens? Of course not. The brains behind Google are two Stanford students, Larry Page and Sergey Brin, who launched the Web site in 1998. Some six years later, the two founders are worth billions.

All the advantages:

With some exceptions big companies seldom launch new brands that become big successes, even though big companies have all the advantages. Big companies have the resources, the people, the credentials, the distribution networks, the media contacts. I can't think of a single advantage an individual entrepreneur has over a big global conglomerate. Yet there wasn't a big global conglomerate behind the success of brands such as Starbucks, Red Bull, Linux, JetBlue, Amazon, Yahoo!, eBay, Priceline, Monster.com and a host of others.

Nor for that matter was a big global conglomerate behind the success of most of the big brands of the past. Brands like Apple, Microsoft, Digital Equipment, Dell, Sun Microsystems, Hewlett-Packard, Oracle, SAP, Siebel, Compaq, Quicken, McDonald's, Subway, Pizza Hut, Domino's Pizza, Papa John's, Wendy's, Gatorade, Mountain Dew, Wal-Mart or Costco. I repeat. Big companies seldom launch new brands that become big successes.

Deadly sins

There are two reasons for this phenomenon, which we call the "two deadly sins of marketing."

The first deadly sin is timing.

The good book says, "There is a time to be born and a time to die." The time for a brand to be born is before the category is established in the mind. It was 14 years after the launch of Red Bull that the Coca-Cola Co. finally responded by launching its own brand of energy drink-KMX Does KMX have enough energy to overtake Red Bull? Not a chance. Once a competitive brand is established in the prospect's mind, it's almost impossible for a me-too brand to overtake the leader.

32-year head start

It was 32 years after the launch of Southwest Airlines that Delta finally responded by launching its own no-frills airline called Song. You can't give your competition a third-of-a-century head start and expect to build a brand. All the momentum is on Southwest's side. Not to mention the money and the resources. Imagine spending all day in the boardroom at Digital Equipment Corp. trying to persuade the chief executive and his staff to launch a serious 16-bit business personal computer before IBM did. No luck. We don't want to be first, said the chief executive. And I'm not concerned about IBM, he continued, because if IBM does go first, "we'll beat their specs."

Well, IBM did go first with the launch of the PC in August 1981, the first 16-bit serious business personal computer, a product that went on to dominate a fast-growing market. And Digital Equipment did follow with not one, but three different lines of personal computers, none of which made a dent in the marketplace in spite of their presumably better specs. IBM had become the standard, and if you wanted to participate in the personal computer marketplace, you were only a clone. Digital Equipment lost Too bad. Digital Equipment had the credentials to dominate the PC market. Brought to you by "the world's largest maker of small computers" was the tagline for Digital Equipment's new personal computer.

Imagine spending all day in a boardroom at Xerox trying to persuade the corporation to launch a desktop laser printer before the Hewlett-Packard LaserJet got strongly established. No luck. Too bad. Xerox had the credentials to dominate the laser printer market. In 1977, Xerox had introduced the 5700, the world's first successful laser printer.

Second sin

The second deadly sin is naming.

A big company wants to put its own name on a new brand. This is generally a mistake. New categories generally require new brand names. In spite of IBM's head start in business PCs, the company eventually lost out to Compaq and Dell, both new brands created especially for the personal computer category. To most prospects, IBM meant mainframe computers, not PCs (It's interesting to note how many marketing people chide IBM for not moving fast enough into personal computers, when in fact they were first. "Mainframe mentality" is their usual complaint.).

Imagine spending all day in the boardroom at Continental Airlines, trying to persuade management not to name its new no-frills airline Continental Lite. You have two choices. Either you can make the entire Continental system a no-frills airline (the preference) or you can give your new no-frills airline a different name than Continental. No luck. Continental Airlines crashed The company went ahead with Continental Lite, an airline that took off and then just as rapidly came down to earth, after losing many millions of dollars.

Then there's Kodak, a company that is paying the price for not giving its new digital camera line a different name than Kodak. Kodak means film photography, not digital photography. The irony is that Kodak invented the first digital camera (back in 1976.) Yet the Kodak name locks the company into the past. Like Digital Equipment and IBM, Kodak had the credentials, the organization and the resources to dominate an emerging new category, but not the foresight to recognize that a new category needs a new name.

The exception

One exception should be mentioned. In 1994, Bill Gates asked Richard Barton to develop a Microsoft CD-ROM idea involving travel guides. Barton convinced Gates that the CD-ROM idea would fail, but that an online travel agency might succeed. Furthermore, he persuaded Mr. Gates to give the project a different name than Microsoft. Richard Barton called Microsoft's online travel agency "Expedia." Seven years later Microsoft sold control of Expedia to USA Networks for an estimated $1.3 billion.

How Strong Is Your Brand? Do You Really Know? Do You Care? Would you like to take a simple test to see where your company's brand is now? Click on the link below:

http://www.brandidentityguru.com/bightml/brandmasterpiece.html then click on the button to the right that reads, "Take The Brand Strength Test". This is a very quick and easy way to see where you fall short in your marketing, advertising and branding efforts. It will also show you where you are strong. Take the test if you dare... you may be surprised at the results!

Scott White is President of Brand Identity Guru (http://www.brandidentityguru.com), a leading brand consulting and market research firm located in Easton, Massachusetts, USA, near Boston.

Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation. Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.

Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Simon (America's largest shopping mall manager) and many others, including numerous emerging growth companies.

Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner so that people at all levels can understand.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Thu. May / 06 / 2021

Bill banning marijuana advertising in Idaho passes Senate - KJZZ
Bill banning marijuana advertising in Idaho passes Senate  KJZZ

ViacomCBS beats quarterly revenue estimates on streaming, advertising boost - Reuters
ViacomCBS beats quarterly revenue estimates on streaming, advertising boost  Reuters

The Evolved Value Exchange of Advertising in 2021 - AiThority
The Evolved Value Exchange of Advertising in 2021  AiThority

The Future of Digital Out of Home Advertising - MarketScale
The Future of Digital Out of Home Advertising  MarketScale

Increase revenue with multi-channel advertising - HFA - Home Furnishings Association
Increase revenue with multi-channel advertising - HFA  Home Furnishings Association

Facebook pushes back advertising meetings after Oversight Board ruling - Business Insider
Facebook pushes back advertising meetings after Oversight Board ruling  Business Insider

Bank of America upgrades Zynga as video game company pushes into advertising - CNBC
Bank of America upgrades Zynga as video game company pushes into advertising  CNBC

Legislation would prohibit marijuana advertising in Idaho - KXLY Spokane
Legislation would prohibit marijuana advertising in Idaho  KXLY Spokane

Advertising Alert - Influencers May Now Benefit from SAG-AFTRA's New Agreement - Lexology
Advertising Alert - Influencers May Now Benefit from SAG-AFTRA's New Agreement  Lexology

Advertising and strategic communications to move to school of business - Lindenlink
Advertising and strategic communications to move to school of business  Lindenlink

New anti-marijuana advertising, promotion ban bill passes Senate, 21-14... - Idaho Press-Tribune
New anti-marijuana advertising, promotion ban bill passes Senate, 21-14...  Idaho Press-Tribune

Advertising Mogul And Veteran Television Personality Donny Deutsch Launches First Podcast With Kast Media - PRNewswire
Advertising Mogul And Veteran Television Personality Donny Deutsch Launches First Podcast With Kast Media  PRNewswire

Signal tried to use Facebook's targeted advertising data against it - Yahoo Tech
Signal tried to use Facebook's targeted advertising data against it  Yahoo Tech

Top Advantages of Digital Advertising for Small Businesses - CIOReview
Top Advantages of Digital Advertising for Small Businesses  CIOReview

How Apple's latest iOS update could help Amazon's growing ad business - CNBC
How Apple's latest iOS update could help Amazon's growing ad business  CNBC

Advertisers Can Activate Now Their First-Party Data Across Microsoft Advertising - AdExchanger
Advertisers Can Activate Now Their First-Party Data Across Microsoft Advertising  AdExchanger

Billy Lewis The 7 Figure Digital Advertising Consultant - Influencive
Billy Lewis The 7 Figure Digital Advertising Consultant  Influencive

How Artificial Intelligence Is Revolutionizing the Advertising Industry - BBN Times
How Artificial Intelligence Is Revolutionizing the Advertising Industry  BBN Times

TikTok – Not Just For Gen Z Anymore; Platform Pitches Advertisers With No Forced Sale Looming, New CEO In Place - Deadline
TikTok – Not Just For Gen Z Anymore; Platform Pitches Advertisers With No Forced Sale Looming, New CEO In Place  Deadline

What Is An Advertisement? The National Advertising Division Weighs In. - JD Supra
What Is An Advertisement? The National Advertising Division Weighs In.  JD Supra

Advertising Campaign by HARi&Co is Helping the French Give Up Their "Addiction" to Meat - vegconomist - the vegan business magazine - vegconomist - the vegan business magazine
Advertising Campaign by HARi&Co is Helping the French Give Up Their "Addiction" to Meat - vegconomist - the vegan business magazine  vegconomist - the vegan business magazine

Connecticut senators vote to block deceptive advertising by crisis pregnancy centers in long-running clash over abortion - Hartford Courant
Connecticut senators vote to block deceptive advertising by crisis pregnancy centers in long-running clash over abortion  Hartford Courant

Vice calls for an end to demo data targeting in advertising, declaring it 'discriminatory' - AdAge.com
Vice calls for an end to demo data targeting in advertising, declaring it 'discriminatory'  AdAge.com

FDIC Seeks Public Comments To Sign And Advertising Rule - JD Supra
FDIC Seeks Public Comments To Sign And Advertising Rule  JD Supra

Ram Truck Brand Teams With Foo Fighters to Launch New Advertising Campaign to Shine a "Spotlight" on Everyday Rock Stars - PRNewswire
Ram Truck Brand Teams With Foo Fighters to Launch New Advertising Campaign to Shine a "Spotlight" on Everyday Rock Stars  PRNewswire

Alexis Campbell Selected as 2021 Recipient of American Advertising Federation Scholarship - University of Arkansas Newswire
Alexis Campbell Selected as 2021 Recipient of American Advertising Federation Scholarship  University of Arkansas Newswire

10 Best Advertising Stocks to Buy Now - Yahoo Finance
10 Best Advertising Stocks to Buy Now  Yahoo Finance

7 Advertising & Marketing Trends in Banking for 2021 - The Financial Brand
7 Advertising & Marketing Trends in Banking for 2021  The Financial Brand

Advertising Amid Chip Shortage-Induced Inventory Changes - Ward's Auto
Advertising Amid Chip Shortage-Induced Inventory Changes  Ward's Auto

Greenwashing: Lawsuit Charges Oil Companies with False Advertising - EHS Daily Advisor - EHS Daily Advisor
Greenwashing: Lawsuit Charges Oil Companies with False Advertising - EHS Daily Advisor  EHS Daily Advisor

Apple Is Changing How Digital Ads Work. Are Advertisers Prepared? - Harvard Business Review
Apple Is Changing How Digital Ads Work. Are Advertisers Prepared?  Harvard Business Review

Ed Sheeran and Other Artists Are Now Advertising on Soccer Jerseys - Promo Marketing
Ed Sheeran and Other Artists Are Now Advertising on Soccer Jerseys  Promo Marketing

Phrase match is now the same across Microsoft Advertising and Google Ads; Wednesday’s daily brief - Search Engine Land
Phrase match is now the same across Microsoft Advertising and Google Ads; Wednesday’s daily brief  Search Engine Land

Analyst Take: How Brands in Latin America Are Addressing Diversity and Representation in Advertising - eMarketer
Analyst Take: How Brands in Latin America Are Addressing Diversity and Representation in Advertising  eMarketer

UM School of Journalism and New Media IMC team wins second place in student advertising competition - School of Journalism and New Media - Ole Miss News
UM School of Journalism and New Media IMC team wins second place in student advertising competition - School of Journalism and New Media  Ole Miss News

Thursday Sector Laggards: Shipping, Advertising Stocks - Nasdaq
Thursday Sector Laggards: Shipping, Advertising Stocks  Nasdaq

E-Commerce Boom Is Here to Stay, and Digital Advertisers Are Noticing - GOBankingRates
E-Commerce Boom Is Here to Stay, and Digital Advertisers Are Noticing  GOBankingRates

Yelp beats expectations as diners, advertisers return - MarketWatch
Yelp beats expectations as diners, advertisers return  MarketWatch

Spectrum to help advertisers reach multicultural audiences - Rochester Business Journal
Spectrum to help advertisers reach multicultural audiences  Rochester Business Journal

Amazon Joins New Advertisers On The Q India - PRNewswire
Amazon Joins New Advertisers On The Q India  PRNewswire

TVB Statement on Advertising to Mother's Day Shoppers - GlobeNewswire
TVB Statement on Advertising to Mother's Day Shoppers  GlobeNewswire

For Work or Play, Biggie Billboards Reinvents the Mobile Advertising Industry With Removable, Replaceable Banners - Yahoo Finance
For Work or Play, Biggie Billboards Reinvents the Mobile Advertising Industry With Removable, Replaceable Banners  Yahoo Finance

Senate panel takes up anti-marijuana advertising bill... - Idaho Press-Tribune
Senate panel takes up anti-marijuana advertising bill...  Idaho Press-Tribune

Ad Campaign Duration: How Long Does Advertising Take to Work? - Business 2 Community
Ad Campaign Duration: How Long Does Advertising Take to Work?  Business 2 Community

Catchy billboards advertising 100k sweepstake raise money for Meals On Wheels - KVIA El Paso
Catchy billboards advertising 100k sweepstake raise money for Meals On Wheels  KVIA El Paso

YouTube's linked TV advertising will be more shoppable thanks to a new update - Digital Information World
YouTube's linked TV advertising will be more shoppable thanks to a new update  Digital Information World

Facebook: The Difference Diversity Makes in Online Advertising | The 2021 MAKERS Conference - Yahoo Sports
Facebook: The Difference Diversity Makes in Online Advertising | The 2021 MAKERS Conference  Yahoo Sports

Amazon Advertising Reports 2021 Guide - Jungle Scout
Amazon Advertising Reports 2021 Guide  Jungle Scout

FY 2020 Digital Video Advertising Spend Report - IAB
FY 2020 Digital Video Advertising Spend Report  IAB

No Cheat Codes Here - Deceptive Gameplay Marketing in Mobile Game Advertising - Lexology
No Cheat Codes Here - Deceptive Gameplay Marketing in Mobile Game Advertising  Lexology

A view from Dave Trott: Why are we advertising? - CampaignLive
A view from Dave Trott: Why are we advertising?  CampaignLive

Why Cohorts Have Always Been Advertising's Future – Long Before Google's FLoC - AdExchanger
Why Cohorts Have Always Been Advertising's Future – Long Before Google's FLoC  AdExchanger

Teachers honored in new billboard campaign from Lamar Advertising - 13WHAM-TV
Teachers honored in new billboard campaign from Lamar Advertising  13WHAM-TV

How to Make Money with Scoreboard Advertising - Campus Rec Magazine
How to Make Money with Scoreboard Advertising  Campus Rec Magazine

3 advantages of printed signage and advertising for driving traffic back to the store - Marketing Dive
3 advantages of printed signage and advertising for driving traffic back to the store  Marketing Dive

Is Brand Relevant for Businesses That Don't Advertise? - BBN Times
Is Brand Relevant for Businesses That Don't Advertise?  BBN Times

Admix In-Play Advertising Verified for the First Time by IAS - PRNewswire
Admix In-Play Advertising Verified for the First Time by IAS  PRNewswire

CTV is still among the fastest-growing channels in digital advertising - eMarketer
CTV is still among the fastest-growing channels in digital advertising  eMarketer

In-Game Advertising Market to grow by USD 10.97 billion through 2024 | Key Drivers, Trends, and Market Forecasts | 17000+ Technavio Research Reports - WFMZ Allentown
In-Game Advertising Market to grow by USD 10.97 billion through 2024 | Key Drivers, Trends, and Market Forecasts | 17000+ Technavio Research Reports  WFMZ Allentown

Local businesses alerted to advertising scam - Daily Journal Online
Local businesses alerted to advertising scam  Daily Journal Online

Why WPP wants to be the LVMH of post-COVID-19 advertising - Fast Company
Why WPP wants to be the LVMH of post-COVID-19 advertising  Fast Company

Lamar Advertising Co Stock Gives Every Indication Of Being Modestly Overvalued - Yahoo Finance
Lamar Advertising Co Stock Gives Every Indication Of Being Modestly Overvalued  Yahoo Finance

Strictly Legal: Apple false advertising claim survives dismissal motion. - The Cincinnati Enquirer
Strictly Legal: Apple false advertising claim survives dismissal motion.  The Cincinnati Enquirer

Facebook Postpones Meetings With Advertisers on Trump Ban Decision - Business Insider
Facebook Postpones Meetings With Advertisers on Trump Ban Decision  Business Insider

Alphabet’s profit more than doubled last quarter as Google’s advertising business rebounded. - The New York Times
Alphabet’s profit more than doubled last quarter as Google’s advertising business rebounded.  The New York Times

South Korea dairy company boss resigns over advertising claims that yogurt prevents COVID - CBS News
South Korea dairy company boss resigns over advertising claims that yogurt prevents COVID  CBS News

After Advertising Error, PA Legislature Moves To Bring Amendment Process In-House - LevittownNow.com
After Advertising Error, PA Legislature Moves To Bring Amendment Process In-House  LevittownNow.com

Andi Foster joins newspaper staff as advertising consultant - The Light and Champion
Andi Foster joins newspaper staff as advertising consultant  The Light and Champion

Frequent CTV Ad Scams Risk Spooking Advertisers - Variety
Frequent CTV Ad Scams Risk Spooking Advertisers  Variety

With advertising spending back, here’s why WPP is an economic-recovery play - MarketWatch
With advertising spending back, here’s why WPP is an economic-recovery play  MarketWatch

Estrella Media Showcases the Power of Latinos in 'Experience Estrella. Everywhere' Virtual Advertising Upfront Season Presentations - Business Wire
Estrella Media Showcases the Power of Latinos in 'Experience Estrella. Everywhere' Virtual Advertising Upfront Season Presentations  Business Wire

US job advertisements up in April 60 percent over pre-pandemic levels - hiring outlook strong but finding workers is challenging - Yahoo Finance
US job advertisements up in April 60 percent over pre-pandemic levels - hiring outlook strong but finding workers is challenging  Yahoo Finance

As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity - Adweek
As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity  Adweek

Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak - CNBC
Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak  CNBC

Researchers Uncover Advertising Scam Targeting Streaming-TV Apps - The Wall Street Journal
Researchers Uncover Advertising Scam Targeting Streaming-TV Apps  The Wall Street Journal

'Sexist' washing line image among complaints upheld by Advertising Authority - BreakingNews.ie
'Sexist' washing line image among complaints upheld by Advertising Authority  BreakingNews.ie

Facebook allows advertisers to target children interested in smoking, alcohol and weight loss - The Guardian
Facebook allows advertisers to target children interested in smoking, alcohol and weight loss  The Guardian

MOBIUS INTERACTIVE TO ADVERTISE ON NATIONAL TV IN BRAZIL - GlobeNewswire
MOBIUS INTERACTIVE TO ADVERTISE ON NATIONAL TV IN BRAZIL  GlobeNewswire

Car advertising process evolves with pandemic - Automotive News
Car advertising process evolves with pandemic  Automotive News

What Are The Two Most Powerful Words In Advertising? “Call Now” - MarTech Series
What Are The Two Most Powerful Words In Advertising? “Call Now”  MarTech Series

In the Roaring Twenties, Ads Make a Comeback - The New York Times
In the Roaring Twenties, Ads Make a Comeback  The New York Times

2020/2021 IAB Internet Advertising Revenue Report - IAB
2020/2021 IAB Internet Advertising Revenue Report  IAB

Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case - The Wall Street Journal
Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case  The Wall Street Journal

Microsoft Advertising's New Features & More Digital Marketing News - Search Engine Journal
Microsoft Advertising's New Features & More Digital Marketing News  Search Engine Journal

Global Digital OOH Advertising Market (2021 to 2026) - Industry Trends, Share, Size, Growth, Opportunity and Forecasts - PRNewswire
Global Digital OOH Advertising Market (2021 to 2026) - Industry Trends, Share, Size, Growth, Opportunity and Forecasts  PRNewswire

Disney and ad-tech firms agree to privacy changes for children’s apps. - The New York Times
Disney and ad-tech firms agree to privacy changes for children’s apps.  The New York Times

Rebooting The U.S. Media Sector: 2021 Advertising Trends Are Nicely Up, With Some Sectors Lagging - S&P Global
Rebooting The U.S. Media Sector: 2021 Advertising Trends Are Nicely Up, With Some Sectors Lagging  S&P Global

Apple to boost ads business as iPhone changes hurt Facebook - Financial Times
Apple to boost ads business as iPhone changes hurt Facebook  Financial Times

Microsoft says LinkedIn topped $3 billion in ad revenue in the last year, outpacing Snap and Pinterest - CNBC
Microsoft says LinkedIn topped $3 billion in ad revenue in the last year, outpacing Snap and Pinterest  CNBC

These C.E.O.s Didn't Sign Onto a Letter Defending Voting Rights - The New York Times
These C.E.O.s Didn't Sign Onto a Letter Defending Voting Rights  The New York Times

What Digital Advertising Gets Wrong - Harvard Business Review
What Digital Advertising Gets Wrong  Harvard Business Review

This Group Wants to ‘Ban Surveillance Advertising’ - WIRED
This Group Wants to ‘Ban Surveillance Advertising’  WIRED

Best Advertising Agencies for 2021 - Investopedia
Best Advertising Agencies for 2021  Investopedia

How a stay-at-home year accelerated three trends in the advertising industry - CNBC
How a stay-at-home year accelerated three trends in the advertising industry  CNBC

Advertisers, Skip the Platitudes in 2021 - Harvard Business Review
Advertisers, Skip the Platitudes in 2021  Harvard Business Review

From The Experts: Media And Advertising In 2021 - Forbes
From The Experts: Media And Advertising In 2021  Forbes

How Covid-19 Supercharged the Advertising ‘Triopoly’ of Google, Facebook and Amazon - The Wall Street Journal
How Covid-19 Supercharged the Advertising ‘Triopoly’ of Google, Facebook and Amazon  The Wall Street Journal

Is the internet advertising economy about to implode? - TechCrunch
Is the internet advertising economy about to implode?  TechCrunch

Facebook Ends Ban on Political Advertising - The New York Times
Facebook Ends Ban on Political Advertising  The New York Times

Microsoft to Auto Apply Ad Suggestions: What Advertisers Should Know - Search Engine Journal
Microsoft to Auto Apply Ad Suggestions: What Advertisers Should Know  Search Engine Journal

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