Marketing a Horror Story into a Heartfelt (or Hallmark) Celebration of Love

Regardless of whether or not you consider Valentine’s Day a Hallmark invention designed to boost profits benefiting the corporate greeting card sector, or you sincerely try to fashion yourself as a glaring bull’s eye for cupid’s arrow, the supposed history — compared to the here and now — of Valentine’s Day do not match up. But take heart, the disparity between these two realities should be considered a sustained stroke of marketing genius.

Continue reading “Marketing a Horror Story into a Heartfelt (or Hallmark) Celebration of Love”

Rebranding Redux: 3 Reasons an Actor Decided to Rebrand Himself

Earlier this week on the Waypoint Writing blog, we talked about the prevalent research surrounding why companies and businesses decide to rebrand. Although the internet will return dozens upon dozens of lists and reasons to rebrand, I chose to focus on four in light of Waypoint Writing’s recent rebranding mission.

Coincidentally, while I was crafting that post, I was called upon by one of my colleagues, Victor Luce, a fellow actor friend, who had been considering changing up his look. His look most days is represented by a bald head, beard, fit physique, and a mural of more than 30 tattoos. Given his on-screen aesthetic, he has been featured in several movies and half a dozen major network TV shows, more often than not, as a criminal – either in action or behind bars.

No actor wants to be typecast and, in an effort to branch out to explore other roles he might fit, Victor decided to disguise his tattoos and redo his headshots.

Continue reading “Rebranding Redux: 3 Reasons an Actor Decided to Rebrand Himself”

Rally the Troops When You’re Ready to Rebrand

Rebranding is a concern shared by both fledgling and long-standing business owners. When and why to rebrand are consistently popular questions, regarding emerging and established brands. The steps involved in rebranding a business are really no different than any other kind of makeover. You simply evaluate what you’re working with and imagine how to make those materials better.

Waypoint Writing recently rebranded, after a mere eight months of existence. Founded in March 2017, the Waypoint Writing logo, colors, website, and marketing materials were completely redesigned as part of a total rebranding strategy in November 2017.

Why?

Simply put – the business itself had evolved to include more services, and those services were executed by new faces and talent, all of which deserved to be showcased on a newly redesigned platform. Plus, as some of you might remember, our initial logo had routinely inspired more questions than connections, culminating in this blog post, “Locos Logos – Does the Story Behind the Logo Matter? Sidebar: 90 percent of all information transmitted to our brains is visual. People remember 80 percent of what they see but only 20 percent of what they read.” In other words, a little graphic design assistance was in order.

But that’s just our story… how does rebranding work for other businesses, perhaps even your own?

Continue reading “Rally the Troops When You’re Ready to Rebrand”

The Greatest Business Website Ever Found Online…

…would begin with content so fresh and intriguing that you would pause mid-click, settle in your seat, adjust your glasses, tell yourself to ignore your cell phone’s dinging, tell your partner to come check this site out, and click and scroll with excitement, marveling that you’d indeed dreamed exactly the same approach but website development is just not your specialty. Your interest piques. You click on each tab, and you think Man, this is exactly how my business needs to be presented, too, to be capable of startling and moving a person.

Continue reading “The Greatest Business Website Ever Found Online…”