“Case Studies” features stories and industry analyses designed to inform and empower our users. This section examines the issues that matter most and provides the fresh perspectives sorely lacking in today’s industry.
It’s no secret that big companies often don’t do well when making overtures to small businesses. In many instances, their outreach efforts fail not because big businesses don’t have anything worthwhile to offer but because major marketers aren’t very good …
“How do we continue to work on sustainability from the heart?”— Greg Owsley
“Nobody’s hired us saying, ‘You’re the green designer, that’s why we want you.’”— Edith Graves
In the months since Deliver® published its first green …
We recently ran across this gem on a bank’s Web site: “To us, [our city] is not a ‘market’ … While some banks are looking to make a profit, we want to make a difference, one person at a time.”
Perhaps, …
“Green” took home the gold recently as our eco-themed September issue of Deliver was voted the most popular in our “Best of 2007” online readers’ poll.
The Deliver “green” issue, which focused on how environmental concerns are affecting direct marketing, only …
Branding has become the hot marketing topic of the new millennium. Advertising agencies have taken to calling themselves “branding agencies.” New books and magazines about branding sprout daily. Marketing talk everywhere centers on the brand.
Yet amid the babble, there’s little agreement about what constitutes a good brand. …
Three years ago, they began returning home from far-flung war zones in Afghanistan and Iraq, bodies maimed, spirits as stout as ever.
And the veterans who would eventually found the …
Two years ago, Kaiser Permanente embarked on a difficult campaign: persuading C-level executives at several major corporations to switch health care providers. To seize the attention of the key decision …
Girls rule.
Sure, some adolescent boys might disagree — but when it comes to some of the most effective and immersive marketing experiences currently being developed for younger consumers, there’s no question that female …
Mistaking an argument for proof — Despite elegant arguments that stress causes ulcers, the culprit turned out to be a bacterium. The argument that creativity is the key to advertising success is no less elegant, and no closer to …
If you think your gut defies the odds and is right most of the time, I’d suggest four possibilities that might explain your perceived infallibility: disqualification, incomplete information, tossing coins and reading clues.
Disqualification is the tendency to …
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