View Post

Finding your marketing voice

In marketing, revenue engine, brand by neville

I’m in the process of developing Tornado Marketing — the Tornado Method version of marketing for non-marketers. In Tornado Marketing we make a distinction between brand awareness marketing, a continuous stream of messaging to your ideal clients, and targeted marketing, where we promote anything with a date. Brand awareness marketing is designed to raise awareness that you exist, that you …

View Post

Branding on a budget

In building blocks, brand by neville

Nike’s swoosh logo is one of the most recognisable brand symbols in the world today. But it didn’t start out that way – not by a long shot. The Nike Swoosh was designed by graphic designer Carolyn Davidson in 1971. She was paid a grand total of $35 for the work, and Phil Knight, the founder of Nike, didn’t even …

View Post

Why are we doing this?

In building blocks, brand by neville

On September 23, 1997, Steve Jobs introduced the Think different campaign to a select group of Apple employees. Steve had only been back at Apple for 8-10 weeks, and he was in the process of slashing the product line and getting Apple refocused on making great products. “We have to tell people who we are,” he said. And who he …