Brand Energy

Episodes

1. 10

   Perspectives on the USPS rate rollback

   Unless Congress or the courts intervene, a postal rate surcharge in place since January 2014 will be rolled back on Sunday, April 10, giving us the first rate decline in nearly a century. Sounds like great news for direct marketers, right? And in many ways it is. But what about the Postal…

   more
   Mar 7, 2016
2. 9

   Boot camp for brand builders

   Ever heard of the 7 P’s that are part of the preparedness strategy used by the U.S. Marines? It’s all about being ready when the big challenges come your way. Success with any print-based marketing campaign depends on having a detailed map of where you’re headed and the best tools and strategies…

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   Nov 11, 2015
3. 8

   How hard are ALL your marketing dollars working?

   Seeing the big picture across all channels of your marketing program is a constant challenge. That’s why we’re intrigued by a new analytical tool we recently previewed with our U.S. Postal Service representative here in Carol Stream. USPS’ new Marketing Impact Calculator, or MIC, is designed to...

   Aug 25, 2015

   4m
4. 7

   Adopting a 3D customer acquisition strategy

   Do some elements of your brand-building plan belong in a museum? Probably not. But just think: marketers who are still relying heavily on conventional direct mail are following a strategy that showed up before the Civil War. Product coupons? First seen in 1886. TV spots? Prompting us to change...

   Jul 15, 2015

   3m
5. 6

   Leveraging the Best Ideas from the National Postal Forum

   We came home from last month’s National Postal Forum in Anaheim with fresh knowledge and ideas that we’re rapidly putting to work for you. Here’s how we’re working with Truman Pope and the American Litho postal logistics team to help you take advantage of the best opportunities. When he wasn’t...

   Jun 11, 2015

   3m
6. 5

   Multichannel marketing: when you gotta have more cowbell

   I know you’ve seen that classic Saturday Night Live skit with Christopher Walken as the crazed music producer who just KNOWS his band’s new recording will go platinum if Will Ferrell can give him more cowbell. Walken is a pretty versatile guy, having appeared in 100+ films and TV shows. He’s one…

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   May 5, 2015

   3m
7. 4

   Mega-mergers, paper costs and your next print job

   If your head is spinning as you watch the ongoing parade of mergers in the paper industry, you’re not alone. We’ve been keeping a close eye on things as the marriage of Verso and NewPage hit the headlines — a deal so big it prompted the U.S. Department of Justice to order the sale of Verso’s...

   Apr 20, 2015

   3m
8. 3

   Easing the stress of a new product launch

   Hey, we all know life can be tough. But if you’re the brand manager responsible for a new consumer product launch this year, you’re really in the hot seat. Packaged goods companies set the threshold for new product success at about $100 million in sales within the first 12 months. Yet only 2% of...

   Apr 7, 2015

   3m
9. 2

   Web, sheet-fed or digital? What drives the decision now

   Clients often come to American Litho for advice on the best way to design and produce a given print project. How exactly do we figure that out? Whether we’re talking about a direct response campaign, a major sales promotion launch or the package for your new consumer product, determining the…

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   Mar 25, 2015

   5m
10. 1

    Supply chain worries? 3 questions to ask yourself right now

    If you can’t get the goods, you can’t build the box. It’s really that simple when it comes to understanding supply-chain issues in the packaging industry. But in recent weeks the game has gotten even more complicated, so it’s time for some perspective. During my 30+ years in the packaging and...

    Feb 17, 2015

    5m