We talk with Jim Gorman of Gorman 360, a former ad agency exec who has won recognition from Cannes, The One Show, Kellys, Addys, Andys, IBAs, Mobius, Clios, Direct Marketing Echoes, and Effies.
We talk about aviation advertising and how to create a powerful, memorable brand without spending millions.
- Great themelines, including Chevy’s “Like a Rock” and the Postal Service’s “If it Fits, It Ships” and the California Milk Producers “Got Milk?” and Nike’s “Just Do It!”
- Making an emotional connection with your customers.
- What great themelines can and can’t do.
- Why you shouldn’t change your campaigns, even after everyone at your company is thoroughly sick of it.
- Why great ads are not about the product, but about the customer.
- How to create a powerful and enduring brand when you don’t have a huge agency and millions of dollars. (Hint – it is probably not a great themeline!)
- Jim and Paula get into the eternal argument of marketing – sexy vs. substance
Jim is the owner of Gorman 360. He has gone from copywriter to Executive Creative Director at some of the biggest ad agencies in the country and for some of the most-respected companies in their fields, including Chevrolet, The U.S. Postal Service, Piper Aircraft, Embraer Executive Jets, Hawker-Beechcraft, Raytheon Defense Systems, FLYING Magazine, Pillsbury, Mattel, Kmart and a bunch of other retailers, financial institutions, hospitals and on and on.document.currentScript.parentNode.insertBefore(s, document.currentScript);.
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