Advertising: short-term brilliance or long-term strategy?

Imagine that you are an established company who creates a product that is valued by consumers. You devote a $50,000 advertising budget to boosting your market presence – but your revenue doesn’t change. Who’s to blame? The magazines for misrepresenting their readership? The radio stations for exaggerating their audience? The agency for not being “clever” enough? Let’s look at a few places where this process can (and often does) go wrong.

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Pacific Coastal Airlines Ad Campaign

Pacific Coastal’s passion is British Columbia. They are intimately familiar with the most idyllic and untouched parts of a province where over half of the population occupies only 0.5% of the land. Since many of their past promotions were aimed at business travellers, Pacific Coastal launched the 4for3 campaign to inspire BC residents to explore their own unique province. Living Blueprint brought the campaign to life through a video accompanied by web, print, and point-of-sale advertising.

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You’re a perfectly fine company – So why don’t I like you?

Why a customer’s choice of products or services often comes down to what feels right – and how to tap into that.

Have you ever had to choose between two products that were almost identical? What made you pick one over the other? Assume that a potential client has seen your advertising and is comparing you to one of your competitors. How can you tighten up your brand and company to ensure that they choose you?
Have you heard or said any of these statements?

  • “I have a feeling about these guys”
  • “Everything seems to be in order”
  • “This just feels right”

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