Design effective signs and posters

Various posters on Flickr Signs and posters are short and sweet A sign or a poster has a very specific function – to clearly communicate a (usually limited)…

Using colour in business communications

Colour in business communications The use of colour in business communications – on logos, signage, printed documents and websites – fulfils three broad roles: Enable effective communications; including…

Writing effective emails

Here are four tips on using email effectively. Use a meaningful and descriptive subject line. This helps recipients manage their inbox and prioritise their actions. For emails sent…

Branding ABC

Three pillars of branding A brand is a convenient handle that encapsulates both the tangible and intangible qualities of a business, a project, a product or a person….

Logo design pitfalls

Many logos, even those produced by professional designers, are let down by their poor design considerations and mechanical reproducibility. Is your logo legible? Print it out on an…

Five branding boo-boos

Here are the top five branding mistakes businesses make: Making empty promises: What does your brand promise your customers? Are all your actions aligned to meet those promises…

Three challenges of evaluating technology

1. Cutting through the marketing hype Marketing saturates everything. To arrive at the true practical value of a piece of new technology to the business, we need to…

Common innovation myths

It must involve expensive and technical R&D, so as to invent something new. It is about repackaging the same product or service in superficially different ways; such as…

Learn respect or DIE!

In yet another excellent post on his blog, Tom Kay asks “Are you just a resource?” Learning to treat people as people, instead of a functional a-emotional cog,…

Advertising is not the easy way out

See Tom’s great post: Style Over Substance. Businesses often see advertising as the easy way out. They effectively stop thinking, and instead outsource this weird thing called “creativity”…

Pull your head out

The article Retail squeeze – the middle is history in the Sydney Morning Herald raises some interesting thoughts. It highlights the sad result of companies like Collins Booksellers…

The 10-second trust test

Here’s a quick way to work out if you can trust the company you are about to do business with. Ask yourself this question: Can I leave an…

Saying “our objective is to make money” is contrary…

… to the Law of Causality by Jennifer Rice “…making money is an effect of a primary cause, ie. selling something that people want.” “Too many companies ……

Optimism – alive and well!

A fine question posed in a FastCompany article by Shoshana Zuboff: “We all want a new business model, one based on trust and relationships. We’re hungry for it….

Changing rooms

The marketing department has the cool furniture, the bright colours on the walls. We are creative. Anything is possible. We think outside the square. We are pretty cool….

Hello hello?

A few days ago, I got this phone call: [Ring Ring] Zern: Hello, Zern Speaking … Hello… Hello??? Caller: [click] He-Lo. This-Is-An-Im-Portant-Mess-Age. Please-Hold. [whirl] Zern: [Realisation: It’s an…

A slapping for AFR BOSS

Re a recent cover story in AFR BOSS magazine: 2005 Top entrepreneurs. This article again blindly promulgates the STUPID how-much-money-are-you-making approach to measuring the success of a business….

Getting paid by your weight

In far too many instances, getting paid by the number of years one has spent within the ranks of an organisation is as logical, and as sensible, as…

Feel-me advertising

Have you noticed the increasing number of TV ads selling pure “feel” lately? The most recent one is a dog food ad that talks about “a national holiday…

Instant judgements

I saw a documentary recently alleging a certain well-known pharmaceutical company has been testing new drugs on unsuspecting African communities. My reaction was: I will never buy another…

Middle management disconnect

The big boss gets it. The employees get it. But nobody is going nowhere because middle management does not get it. The big boss and the employees can’t…

Innovation is subversive

From a recent conversation with a friend who had just spent some time working overseas in a certain South East Asian country: The government is on a full-throttle…

Good night with Goodcompany

Had a good night last night at Goodcompany’s “Australian Wish Exchange 2005”. It was great to meet the enthusiastic young entrepreneurs who are there to offer their time,…

Reputation replaces image

“Reputation replaces image as the way to build a company, product, or brand position. This is partly because you can’t establish an empty, slogan-based brand through mass marketing…

 

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