The All Powerful “Big Idea”

February 11, 2016

Communicating the key brand benefit for a product of service to effectively achieve the desired consumer behavior change is the definitive goal of the Integrated Communication Plan.  The primary tool utilized by marketers to ensure the communication of a single brand message across all media platforms is the “Big Idea”. We define the Big Idea […]

The Rising Importance of Mobile Phones

January 28, 2016

A recent New York Times article in the Media section reflected on the concept of “Marketing in the Moments”, the placement of ads at the exact moment that people need the information that you have to give them.  Assuming that a brand has the available tools to take advantage of moments-based marketing, building Brand Preference […]

Attaining Consistent Communication is a Learned Skill

January 6, 2016

Sazerac’s recently terminated lawsuit against Jack Daniels for their use of the term “Fireball” in online advertising, and Target’s dog mascot Bullseye relaxing at an exclusive private spa in Los Angeles, illustrates the importance of brand icons in communicating the emotional associations that we choose to link with our Brands. These creative concepts personify how […]

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