Chicago Symphony Orchestra posters

From Commu­ni­ca­tion Arts: MusicNOW, a series of four new music concerts curated by the Chicago Symphony Orchestra’s Mead Composers-in-Resi­dence Samuel Adams and Eliz­a­beth Ogonek, called for visuals no less compelling in their musi­cality. Thirst was happy to provide just that by creating unique illus­tra­tions for each concert, along with a graphic system for flyers, digital adver­tise­ments and on-screen content. A limited-edition poster—with offset lith­o­g­raphy by Graphic Arts Studio, foil stamping by Artistry Engraving & Embossing Co., Inc. and generous support by Mohawk Fine Papers—further commem­o­rated each concert illus­tra­tion. · Go to Chicago Symphony Orchestra posters →

Empowerment marketing: Advertising to humans as more than just selfish machines

From Fast­Com­pany: For decades, compa­nies have made you feel inad­e­quate in order to get you to buy things. In an excerpt from his new book Story Wars Jonah Sachs traces the history of the growing field of marketing prod­ucts in ways that make us better people and the world a better place. · Go to Empow­er­ment marketing: Adver­tising to humans as more than just selfish machines →

Marketing the arts to death: How lazy language is killing culture

Book by Trevor O’Donnell: If you’re looking for ways to increase earned revenue without increasing marketing costs, this book is for you.  It’s a fun-to-read, down-to-earth, slightly naughty critique of the way we artsy types talk to the world around us, and a useful guide for speaking more persua­sively to new audi­ences.  Plus, it’s an e-book so it only costs six bucks. Trevor guar­an­tees you’ll make that back many times over on your next ad or email! · Go to Marketing the arts to death: How lazy language is killing culture →

Why your marketing doesn’t make sense to everyone

From Mind Power Marketing: When you commu­ni­cate with people, they receive the infor­ma­tion using one of five sensory modal­i­ties – visual, audi­tory, kines­thetic, olfac­tory and gusta­tory (or in everyday language – pictures, sounds, feel­ings, smells and tastes). And, in creating an ‘Internal Repre­sen­ta­tion’ inside our mind, we use the same sensory modal­i­ties – with the addi­tion of one more – ‘audi­tory digital’ or self-talk. However, it’s crucial to recog­nize that indi­vid­uals expe­ri­ence those senses in different propor­tions. Some people may pay more atten­tion to their visual expe­ri­ences, while others may find their feel­ings (whether internal or external) more impor­tant. In commu­ni­cating with some­body, it’s there­fore impor­tant that you’re able to relate to all of the senses. · Go to Why your marketing doesn’t make sense to everyone →

My Communications Director is an idiot

From Kivi Leroux Miller: I’m friends with many nonprofit program and research direc­tors who confide in me about their various scuf­fles with commu­ni­ca­tions or fundraising staff in their orga­ni­za­tions. Nothing strange there.

What I do find a little surprising is how often I will meet a program or policy director, or even an exec­u­tive director, for the first time, and upon learning what I do for a living, they will say, “Ugh. Our commu­ni­ca­tions director is a complete idiot.” · Go to My Commu­ni­ca­tions Director is an idiot →

Philip Kotler on marketing

Philip Kotler is the undisputed heavyweight champion of marketing. He's authored or co-authored around 70 books, addressed huge audiences around the world and consulted some of the biggest brands. Three years ago, he was ranked the world's fourth most influential management guru by the Financial Times; this year, the Wall Street Journal ranked him the

Defining earned, owned and paid media

From Sean Corcoran at Forrester: The terms “earned, owned and paid (aka bought) media” have become very popular in the inter­ac­tive marketing space today. In fact, taken together they can be applied as a simple way for inter­ac­tive marketers to cate­go­rize and ulti­mately prior­i­tize all of the media options they have today.

Yet as popular as these themes have become, they’re often loosely applied across the industry and essen­tially no one is speaking the same language. There­fore we just published research defining each type of media and providing inter­ac­tive marketers with prescrip­tive advice on how to best apply them. Here’s a summary of how we defined each type of online media and their roles. · Go to Defining earned, owned and paid media →

The brand pyramid

From Mind Tools: If you’re in marketing, then you’ll know how impor­tant it is that your brand speaks to your customers on an emotional level. When someone feels a strong posi­tive emotional tie with a product, that emotion creates brand loyalty, and this inspires repeat purchase. · Go to The brand pyramid →

10 best practices to optimize the language of your calls-to-action

From Hubspot: Calls-to actions are extremely crit­ical compo­nents of effec­tive lead gener­a­tion, and the language you use in your calls-to-action is prob­ably the most impor­tant element you can opti­mize to improve their click-through rates. Crafting the message, however, can be time-consuming and chal­lenging. So let’s review some best prac­tices for writing a compelling call-to-action across different places on your website and various stages of your sales cycle! · Go to 10 best prac­tices to opti­mize the language of your calls-to-action →

How to capture a new market

From Stephen Wunker at ChangeThis: How do you capture a new market? There’s a lot of tradi­tional busi­ness strategy you need to throw out the window. New markets are too poorly under­stood and change too quickly for the stan­dard approaches of graphing trend lines and computing market share. Here are 10 approaches that work — for busi­nesses and the people within them—when the market is fuzzy and in flux. · Go to How to capture a new market →