by Paul Tepperman | Sep 16, 2009
No one would ever confuse journalism with marketing. After all, journalism’s goal is to find the truth and report it objectively, while the purpose of marketing is to control perception and sway opinions. But despite these differences, online and economic...
by Paul Tepperman | Jul 20, 2009
A short time ago, I noticed that a number of well-known companies and products had new logos, including Stop & Shop, Kraft Foods, Cheer detergent, Sysco, QuickChek, and Wal-Mart (note: I’m having a hard time deciding whether or not to include the hyphen when...
by Paul Tepperman | May 20, 2009
When you’ve been in the design field as long as we have, you see certain patterns emerge. Our business resides in a part of the country dominated by technology and life science industries. We’ve noticed that certain trends and developments that originated...
by Paul Tepperman | May 20, 2009
The recent suspension of baseball’s Manny Ramirez has created quite a marketing mess for the Los Angeles Dodgers. Based on Manny’s spectacular success after his arrival there last year, and despite some obvious warning bells, the Dodgers decided to make...
by Paul Tepperman | Apr 17, 2009
Brands are a representation of the attitude, philosophies and aspirations of a company, but its development is as influenced by outside forces as by inside ones. Competitors and customers are two obvious examples of outside forces that can and should have an impact on...
