Category Archives: Branding

FedEx CEO Blames Customers Shoddy Packaging

In a recent Wall Street Journal article, FedEx CEO Fred Smith took e-retailers to task over poor packaging practices.  In an effort to share the blame for lost, damaged, and delayed deliveries over the 2013 holiday season, Mr. Smith pointed … Continue reading

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Conformer Sitcom: Brilliant Strategic Move Says WSJ

Did you see the Wall Street Journal‘s cover story on Dunder Mifflin branded copy paper? If you’re wondering why that name sounds familiar, it’s the paper company parodied on ‘The Office‘, now in its eighth season on television. The real … Continue reading

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Conformer Hall of Fame # 5: A Sample Kit That Screams Quality

With one foot solidly in the print industry, I see my fair share of marketing materials and sample kits from the print world.  And I am often left unsettled.  If our industry is to persuade others of the compelling value … Continue reading

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Conformer Hall of Fame #3: A Packaging Party (on the Inside)

  I get a depressing amount of ‘Hall of Shame’ candidates  in the mail every week, that it comes as something of a shock to get a package that blows my hair back.  Stella & Dot, a direct marketing jewelry … Continue reading

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5 Tips: What Designers Know About Designing Mailers

Too often, companies spend considerable resources on marketing literature, yet they allow the mailroom to decide how to present these materials to their target market. The mailer – not the literature inside – creates that critical first impression, speaking about … Continue reading

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5 Tips: What Designers Know about Great Presentation Folders

How do you design a standout presentation folder?  Designers have several tricks of the trade – what I call “special effects” – that you can use to create something really special for your company. Even better, an extraordinary folder doesn’t … Continue reading

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5 Tips: How to Pick Paper Stock for Presentation Folders

Selecting paper stock is one of the toughest – yet most critical – decisions when ordering presentation folders.  Paper choice affects the perceived value of your firm. It determines how the ink gets absorbed and the final effect produced on … Continue reading

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5 Tips: Make Your Logo Shine on Your Presentation Folder

Many firms will tell you that they don’t have a brand, but they do have a reputation.  Whether it’s law, financial services, accounting, insurance or consulting, a firm’s reputation is everything.  And that reputation materializes in the company logo. These … Continue reading

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5 Tips: Could Your Presentation Folder Work Harder to Build Your Brand? (You Betcha.)

Brand building means consistently delivering your brand message to your target market whenever your consumer encounters your brand.  Your presentation folder is a key touchpoint between your brand and your consumer:  displaying your proposal, delivering your product samples, or introducing your … Continue reading

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Hall of Fame #2: Oscar Envelope Praised by Tom Hanks

Despite my criticism of the official 83rd annual Academy Awards ill-fitted envelope (Hall of Shame #12), I would be remiss if I didn’t call attention to Tom Hanks’s envelope comment at the top of the Oscars show. “These envelopes are works … Continue reading

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