Burns Workspace

The tagline vs. the positioning statement

Wed, 16 Jul 2008 16:24:00-0400

From time to time, we've been called upon to clarify confusion surrounding two valuable parts of brand strategy -- the tagline and the positioning statement. While some people consider these two things the same, they are different. And here are four important reasons why...

1. Audience. A positioning statement is aimed at your internal stakeholders, whereas the tagline is targeting your customers.

2. Purpose. Your positioning statement provides direction to your business and is the basis for all marketing efforts. Your tagline sums up your brand and helps you connect with your customers.

3. Communication. Because you're speaking to two different audiences, the language you use in each should be different as well. A tagline is a short, compelling statement that sums up your positioning statement in a way that attracts your customers. Your positioning statement is a more intensive description of your place in the market, why you are unique, and where you are headed.

4. Timing. The positioning statement should always come first. Only after you have clearly identified what your product/organization is, does, and for whom, can you develop a strong and meaningful tagline.

Talk about "Get some nuts."

Tue, 15 Jul 2008 22:00:00-0400

Snickers has nuts.

Middle East creative tensions escalate

Mon, 14 Jul 2008 11:05:00-0400

As we know, Iran test fired three missiles last week, and Photoshopped in a fourth to make it look scarier. Check out the free world's creative response.

Our top 10 tips for using viral videos to market to women

Tue, 08 Jul 2008 10:05:00-0400

After some informal office polling, we've uncovered what women really think about viral videos. And the answers may -- or may not -- surprise you.

10. We're busy. Cut to the chase and don't waste our time or intellect with long or overly complicated videos.

9. Hey, we like sports almost as much as any guy. But we really don't want to see your bruised, broken, and battered bodies.

8. Live TV. Because we love the unexpected.

7. There is such a thing as a good fake. If you can pull off an engaging spoof, skit, or prank, we'll forward it to everyone we know.

6. Kids say the darndest things.

Ready for the top 5?

[More]

Have we really come to this?

Thu, 03 Jul 2008 10:13:00-0400

Do you think movies like The Running Man and Idiocracy are the ultimate horror flicks? Are you aghast by those predictions of brainless TV shows that pander to the lowest common denominator and incite mob-like imbecility? Because that future may be coming true.

Indie channel G4 is about to debut a new gameshow called Hurl, where the winner is the person who eats the most and then withstands the most physical torment without, you guessed it, hurling.

Because everyone likes to laugh at vomit jokes, right? Here's hoping a show about getting hit in the groin isn't next. Oh well.

Actually, you're not wanted after all.

Tue, 01 Jul 2008 14:59:00-0400

We interrupt this kinda regularly scheduled blog for a quick movie review.

Thinking about seeing "Wanted" starring Angelina Jolie? Don't bother. It's weak (at best). Watch "Fight Club" and "The Matrix" again instead.

We now return you to your kinda regularly scheduled blog.

What's Rolex to do?

Tue, 01 Jul 2008 09:03:00-0400

And in today's "No, really?" department, AdAge reports that youngsters are now telling time on their phones instead of their wrists - which could spell doom for watch makers.

You don't say?

Here's our card.

Thu, 26 Jun 2008 12:00:00-0400

Over the years, we've frequently lent our creative capabilities to Hewlett-Packard. So when the time came to promote our HP Approved Supplier status, we knew a simple letter just wouldn't do. Instead, we created an interactive calling card (or in layman's terms, a self-promotion microsite).

Cruise on over to www.burnsmarketing.com/hp for a one-of-a-kind look into our capabilities -- and a few laughs.

The SEO Rapper

Wed, 25 Jun 2008 10:03:00-0400

We checked with our programmers, and everything he says is the truth. Get skooled...

On rewarding experiences

Mon, 23 Jun 2008 15:42:00-0400

Anyone know the going rate for a click-through on your banner ad? Let's just say 5-percent is stellar, and the odds are seriously stacked against you. So, when you overcome those incredible odds and convince someone to actually click, you better reward them with meaningful content. Giant bicycles did not follow that philosophy, and likely turns the rare campaign participants away by directing them to this page instead:

A better idea here would be to map the user's geographic location dynamically with a simple bit of code. Then, Giant could offer relevant incentives that would be much more likely to result in a sale. It's all about ensuring the most rewarding experience possible with every campaign.

The name on your truck makes an impression.

Thu, 19 Jun 2008 15:41:00-0400

You know what occurred to me this morning when a Red Bull car-thing was right up on my bumper? I'd rather drink an energy beverage that doesn't employ idiot loser, tailgating drivers.

And then I slammed my brakes for a second to keep it real.

But seriously, no matter how deliberately cultivated a brand is, one bad experience at any touchpoint will tend to linger... for any customer. So whether you're checking driving records to avoid road rage-related customer dissatisfaction, or making sure that e-mails are always typo-free, every impression counts. Every time.

Maybe PowerPoint isn't the best program for logo design.

Fri, 13 Jun 2008 17:49:00-0400

Tens of millions of people around the world will watch this year's U.S. Open. Is that logo the best impression Torrey Pines golf course could make? Not to be critical of other people's hard work or anything, but... that logo looks like clip art.

What is it with all these poorly conceived logos and campaigns lately? For instance, refer to 2012 Olympics, 2008 Republican National Convention, Let's Talk Colorado, and Welcome to Scotland.

A tale of two slogans

Wed, 04 Jun 2008 17:43:00-0400

As we were watching history being made last night, we couldn't help but notice the two very similar campaign slogans that graced the screen.

During his victory speech, Senator Barack Obama's supporters waved banners sporting the message his entire campaign is based on -- "Change we can believe in." Obama has positioned himself over the last year-and-a-half as the change candidate, and most likely, this message played a critical role in helping him secure the nomination.

Then the broadcast moved on to cover John McCain's speech. And we see the senator with the words "A leader we can believe in" prominently placed on the green backdrop behind him. To emphasize his experience, McCain used the same slogan -- only slightly modified.

Regardless of which side of the aisle you fall on, we think this poses an interesting question. Is McCain's new slogan a shrewd marketing move or an example of an utter lack of creativity? What do you think?

The currency of our ideas

Wed, 21 May 2008 12:59:00-0400

When you watch this Levis video, do you admire dudes doing backflips into their jeans, or do you pay homage to an awesome new business idea like we just did?

We think San Francisco agency Cutwater is on to something big. They may have discovered the formula for an epic viral video that they can sell to whoever wants some coolness. Compare the Levis video to this video the agency did for Ray Ban last year, and you'll see what we mean.

Philosophically, we're now pondering a simple question that has profound implications. Do we sell ideas for clients, or directly to clients nowadays? Continuing that line of thinking, how does this conundrum affect the agency model? How much should our unsolicited ideas cost? Ouch. Our head hurts.

A new way to freak out patients

Tue, 20 May 2008 15:05:00-0400

Minnesota-based HealthPartners recently unveiled a new marketing campaign that words simply can not describe. Picture a large, walking urine vial and you'll discover the company's new mascot, Petey P. Cup. Oh but wait, it gets better. The company plans to give Petey a friend -- a giant syringe named Pokey.

Other campaign elements include web banners, a Facebook page and large tongue depressors, swabs, pill capsules, and syringes spread throughout the Twin Cities.

We don't know about you, but waving to a giant pee cup and syringe on the street corner doesn't sound the least bit appealing to us. In fact, we find it downright disturbing.