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Make Your Brand About Your “Why”
“We’re just a small organization, and we really need to build up our brand. But, we just don’t have the huge ad budgets that your big-time clients have.” How many times have I heard this refrain? It’s...
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The Former Champ of User Experience Takes a Tumble
Ahhh Starbucks. They are widely viewed as the champions of the exceptional customer experience, right? Well, it’s tough to live up to the hype when you have more than stores constantly popping up all...
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Those Unexpected Gifts
It’s a busy time of year so I’ll keep this one short and sweet. Speaking of being busy, I was rushing to a meeting the other day in downtown Richmond. It was kind of an important meeting so my head was...
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A Totally Cool User Experience
Driving to work this morning in the dreary rain, I was listening to the Marketplace Morning Report when I was startled into sudden consciousness. A twenty-eight-year-old man who saw himself as a music...
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What Fred Learned From TED
A friend of mine is working to publicize the TEDx conference that is coming to Richmond in March. She asked me, “What’s your favorite TED talk?” That’s easy — Simon Sinek’s “How great leaders inspire...
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Hertz Wins Gold in User Experience
So last Tuesday, I am experiencing the unfortunate — but typical — modern-day travel experience provided by the airlines. My flight to Wisconsin has been delayed because of mechanical failure. I have...
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Great User Experience With A Bank? Really?
Last week, at the end of my blog about my terrific experience with Hertz, I invited you — my supportive readers — to provide examples of great experiences you’ve had with some of today’s brands....
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Go to Where Your Prospects Are
It’s a new day in the biz world. This fairly recent more challenging battleground for acquiring customers requires new thinking and new approaches. Clients, customers, or prospects don’t just come...
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VCU – Team Brand and School Brand Together
It’s that time of year. Hoops heaven! And since my U.Va. Wahoos and Tennessee Vols are both left with an empty dance card, my focus turns to the VCU Rams. Not only my focus, but that of ESPN...
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FMOL SPECIAL EDITION: Help Moon Pie Get to the Final Four!
Readers of “Fred Moore or Less” Unite! Moon Pie is in the fight of its life versus Little Debbie in the first round of Garden and Gun’s Battle of the Brands Southern Food Bracket. Talk about March...
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What Happened to Southwest Airlines?
I am so disappointed in Southwest Airlines. No, it was not a bad flight, or rude service, or anything like that. It is what they are doing with their brand. And, it is a travesty. This is personally...
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The Magic of Great Ideas Turning Into Results
We in the advertising biz live in a world of inexact science. This ‘not knowing’ aspect can make for many hand wringling, sweat induced times. Your team comes up with a great idea, your client buys...
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The Power of Truth
Respect the intelligence of your audience. Promote straightforward and honest communications. Be transparent. These are simple, but powerful, rules for marketers to follow. But, unfortunately, it’s...
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Bring Your Vision to Life – Take 2
Vision and brand. Great companies know that these are just different sides of the same coin. Vision is more on the organization’s side; brand is tilted toward the customer. But to be authentic and...
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Russell Wilson – A Lesson in Authentic Branding
If you’re a football fan – and even if you’re not – you may find yourself in a conversation that circles around the topic of NFL quarterbacks or maybe more specifically, the Seattle Seahawks. Then,...
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Super Bowl Ads – How Oreo Changed the Game.
Wow! Four million bucks for a :30 ad? Seems like Super Bowl communications is only for the Super rich. Right? Maybe not. If you’re really smart and ready to do things differently, your brand can...
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Authenticity on the Rocks
Authenticity is hot. It seems like consumers and customers are looking for the real story behind everything. Starbucks – we know the story. Zappos – we know the story. Chick-Fil-A – yep. Charles...
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Meet Kai – The Digital Indiana Jones
My Dad always said, “Hire people smarter than you”. Mission accomplished, Dad. Meet Kai Fang. Big River’s new creative director. Kai is a pioneer and adventurer. When I first met Kai, I mentioned that...
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Weber’s Brand – Still Hot (And Here’s Why)
I love my “Fred Moore or Less” readers. Frequently, I get terrific feedback and stories that are just so dead on, and that fires me up. Take last week, and the great story on Weber grills that I...
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Hats off to the FMOL Campaign of the Year
I know it’s only August but for me the ad campaign of the year has already been won. Dick’s Sporting Goods. Have you seen these incredibly engaging, dead on spots? (I’ve included one in case you...
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