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Recent blog posts

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Welcome to the Dove Direct Print and Marketing Blog. Today’s post, “The Fundamentals of Partial Rebranding Versus Total Rebranding,” examines branding fundamentals and how they apply to the skill of rebranding initiatives. Rebranding can take many forms and cover a range of brand objectives, from a partial rebrand to a full out total rebrand. Questions arise over time for every brand, as to whether or not a rebranding initiative needs to be implemented. And to that end, there are quite a number of analyses that would need to be addressed to reach conclusions as to whether or not rebranding makes sense to begin with, including if a partial or total rebranding effort is required.

All brands at some point find themselves in a rebranding conundrum.  Do we or don’t we?  That’s the $100 billion dollar question! Businesses face a number of ongoing challenges that if not adequately addressed, can affect brand equity. Challenges such as changes to the state of the economy, taxation levels, business incentives, workforce availability, the competitive landscape, new technologies, and consumer confidence, just to name a few.

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Welcome to the Dove Direct Print and Marketing Blog. Today’s post, “Can You Name the Top 5 Marketing Strategies for 2018?” highlights the top 5 marketing strategies for 2018 based on a number of analytical reports that suggest, at the very least, that these strategies should be part of any overarching marketing strategy. We also contend that marketing strategies and tactics will vary among brands, which include but are not limited to those that fall outside the purview of this post. That said, it's important to keep in mind that the marketing strategies presented here are as a result of these strategies popping up across an array of data mining institutions.

Marketers and advertisers tend to agree that marketing in and of itself is rapidly evolving at a rate unforeseen throughout the history of advertising. One survey reported that marketing is changing at breakneck speed, noting "that marketing had changed more in the past two years than in the previous 50.” It should also be noted that 76% of the survey respondents agree with that finding. And there’s more!

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Welcome to the Dove Direct Print and Marketing Blog. Today’s post, “Branding - Why Authenticity Trumps Being Everywhere” examines a marketing and branding premise which suggests that brands need to be ‘everywhere’ in an effort to build the brand as opposed to a brand being authentic with marketing offerings. Building a brand is one thing, however; creating brand loyalty is a quite another endeavor.

To begin with, the term ‘being everywhere’ in today’s marketing context promotes the idea of a marketing strategy where the brand is committed to investing in all the marketing channels available to them. That ranges from traditional media to online media.

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Welcome to the Dove Direct Print and Marketing Blog. Today’s post, “Best Design Practices for Postcard Marketing” uncovers the leading design strategies for creating postcards that will generate maximum engagement. Direct mail is undergoing a resurgence as of late and with iconic brands investing more dollars into direct mail marketing, of the many types of print collateral available for direct mail, postcards stand out. For one, postcards are one of the most affordable print products available to the marketing community, which makes the postcard design strategies all the more important.

Most postcards tend to resemble some sort of advertisement. That said, it is unclear how many of those advertisement style postcards actually work. In an effort to maximize the postcard’s effectiveness and increase response rates, the design of the postcard is where the rubber meets the road.

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