Author Archives: Admin

Logos with hidden elements

Just for fun, are you aware that some logos contain a hidden element? While most of the time these hidden elements go undetected, at least consciously, it’s always fun when you discover them! So, for the first post in this … Continue reading

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Branding: use it wisely!

Good branding is all about differentiating your business from your competitors in a meaningful way. Iceberg Strategic Creative has the experience and know-how that makes us brand experts. But the misuse of branding can definitely be a turn-off. Have you … Continue reading

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Advertising: keep it simple

Many regard “The Great Gatsby” as the great American novel. What you may not know is that F. Scott Fitzgerald made his living as an advertising man in the 1930’s. For the grand sum of $35.00 a week. He was … Continue reading

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A child could do it?

In a television ad, a little girl was shown making photocopies on a Xerox copier to illustrate how easy it was to operate. This was at a time when the product was relatively new, so some viewers questioned if the … Continue reading

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K.I.S.S.

We’ve all heard this acronym for  “Keep It Simple, Stupid”. A variation on this from the Bill Clinton’s 1993 run for US President: was “It’s About the Economy, Stupid”. It helped the campaign stay on topic. Brevity is the very … Continue reading

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Benefits vs. features

  Often when we talk about our businesses, we tend to describe its features. It’s often the first thing that comes to mind: our brand new equipment, our capacity to fill large orders, how many people are employed. The tipping … Continue reading

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Advertising: less is more

One of the most successful advertising slogans ever written is “Got Milk?” Just two words. And not even proper grammar. But effective! That campaign evoked a strong emotional response and I always made a mental note to have some milk … Continue reading

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Typographical trivia

Almost everyone misuses the term “font” when referring to type. We tend to use it to mean “typeface”. So to be precise, “Helvetica” and “Times Roman” are different type families, not different fonts. Font actually refers to the difference in … Continue reading

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A bird in the hand

It’s said that it’s five to ten times more expensive to gain a new customer than it is to retain an existing one. Advertising to prospects is not the same as advertising to current customers. You may be offering the … Continue reading

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It wasn’t on the list, but…

Did you know that over 70% of our purchase decisions are made while we’re in a grocery store? And package design has a lot to do with those decisions. Package design is such a powerful influencer that a redesign for … Continue reading

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