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Traditionally, media buyers sought audiences where their targets aggregated using advertising tactics for either building their client’s brand image or generating leads (or both). The theory has always been to maximize the reach – get as many people to see your message as you can for the buck. Since your real targets were always hiding […]
Is advertising content? The short answer is yes. It always was. But, many people feel funny about calling advertising “content.” What differentiates advertising from other content is that someone pays for it. But then, someone is paying for ALL content if you think about it. The old saying, “follow the money” comes to mind, because […]
There’s been a lot talk about being “Bossy” these days. Anna Maria Chávez, CEO of Girl Scouts of the USA, thinks it is being used on young girl exhibiting leadership characteristics and it should be banned. Peggy Drexler, author of “Our Fathers, Ourselves: Daughters, Fathers, and the Changing American Family” as well as an assistant […]
Branding consultants can be dangerous – especially the ones that don’t know what they are doing. For example, rebranding as a concept isn’t a bad consideration – but, what does it mean? A FAST COMPANY article noted that, “When sales flag, they [brands] reboot–new image, new message, even new products.” The article goes on to […]
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