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Coming up with a new product name, creating new packaging and staying loyal to the master brand could be quite a challenge, especially when multiple stakeholders are involved. So, what helps us go through this creative process? What can we already apply for our benefit that was tested and lived through? - Provided that we [...]

Three Useful Models for Web Copywriting
Writing a web copy? It has been a while since you did any highly visible writing? Or do you simply wish to refresh your copywriting skills and use those for quality check review of your contracted writers? Maria Veloso, a 27-year expert in copywriting and direct marketing, shares her experience [...]

Mingling with the UI (User Interface/User Experience) folks brought a number of eureka moments. I think User Experience Design should be more openly introduced to the marketing crowd as it helps to expand and reiterate powerful models that both professionals use - like storytelling.
Narratives are used by UI designers to generate and validate design ideas. [...]

You got a project on a web site redesign and somewhere along all the project planning deliverables you reach the point when the key performance indicators (KPIs) are to be defined. Where do you start and what would you pick up on the way to the ultimate metrics portfolio?
The main question to ask is why [...]