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 | 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...
by Paul Tepperman | Nov 12, 2010
Amazon has stirred up quite the controversy. Some is the result of the world we live in. But much of it is its own doing. Amazon’s online bookstore was selling copies of the book “The Pedophile’s Guide to Love and Pleasure”. When someone posted...
by Paul Tepperman | Mar 24, 2010
A recently posted blog gave those of us involved in marketing and communications the following advice: Between developing your brand or starting a blog, you should choose the blog and figure out the branding later. The blog went on to say that online, content is...
