Listen to the podcast that lets you hear how other buisness owners solve their tough marketing problems.

A fake blog (also known as a flog, or “flogging”) is a blog that appears to be written by a respected blog author or internal company rep but, in fact, is written by an outside ghost blogger. As social networking tools gain in popularity, corporations and special-interest groups legitimately use blogs to promote company agendas with transparency and honesty without cloaking their identities. Flogs are corrupted and deceptive forms of marketing that, if exposed, can do great damage to reputation.

One notorious example was when public relations firm Edelman Worldwide created a fake blog in 2006 called “Walmarting Across America.” It was purportedly written by two Wal-Mart “enthusiasts” who decided to journey across the United States in an RV, blogging about the experience as they visited Wal-Marts along the way. While two people actually did travel across the United States in an RV, the publicity stunt was revealed to be paid for by Wal-Mart, a client of Edelman. What was intended to be positive press ended up as much negative press.

Consider a kick-ass tagline. Taglines are one of the best ways of branding any product, service, or company. For years. Here are a few examples:

          - “Please don’t squeeze the Charmin.” (since 1964)

          - “A diamond is forever.” (since 1948)

          - “All the news that’s fit to print.” (since 1896)

Other examples are, “You’re in good hands with Allstate” which conveys a caring, protective image. Or “Think different” (Apple Computer) which conveys innovation and category leadership.

A great tagline, like all creative marketing, involves a mix of right-brain creativity and left-brain strategic thinking. Both are critical. Because, it doesn’t matter how clever it is if it’s the wrong message, and it won’t matter how strategically smart it is if it’s dull. Like a product or company name, a tagline is something you’ll want to live with forever. So, be sure it’s great. Because just as a great tagline can help your business, a bad one can do the opposite.

To learm more about taglines, read this and check out some great tags we’ve created for our clients.

So, what taglines do you like?

This Follis created ad was a project for Coke:

MP3 File

Part I of John’s talk covering:

    • the importance of engaging your customer.
    • establishing “the essence” of your product or service.
    • the value of a great tagline.
    • how to excite vs merely inform.
    • the “huh” factor.
    • PR
    • the future direction of media and marketing.
    • successful case studies.

Hear Part 2