by Paul Tepperman | Jan 6, 2012
Corporate and product guidelines have been in place for a long time. But guidelines can be used for other purposes as well. Take the case of one of our clients — Z Corporation (now part of 3D Systems). Z Corporation produces 3D printers that build three-dimensional...
by Paul Tepperman | Dec 29, 2011
Building a brand from scratch takes considerable time and attention. But too often, in an effort to launch a new company or product, branding hasn’t always gotten the attention it deserves. The reasons are understandable: There are so many things needed to be done....
by Paul Tepperman | Oct 3, 2011
There used to be trends — in art, music, fashion, and even business communications. I’m talking about real trends. Trends with lasting power — not some style du jour. But today, many styles or philosophies seem to co-exist. Instead of a meal with an entree of filet...
by Paul Tepperman | Jun 7, 2011
We are in the middle of developing an ad campaign for a medical products company. Previously, they were running ads they developed themselves.They shared the results of a survey one publisher initiated on the effectiveness of ads that appeared in their magazine. The...
by Paul Tepperman | Apr 29, 2011
The government recently announced that the terrorist warning system is being revised. The old color-coded system, instituted shortly after 9/11 had five levels of threat: Green for Low (low risk of terrorist attack); Blue for Guarded (general risk of terrorist...
by Paul Tepperman | Nov 18, 2010
While visiting family recently, I brought up the story about the new Gap logo debacle. (In case you haven’t heard, the Gap recently presented a new logo on their website that was, to be kind, very poorly received. In a failed attempt to recover from this, Gap...
