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Brand Names and Tag Lines 101 |
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I’m sitting on a surfboard next to the boat applying PolyGlow, a fiberglass treatment that makes the hull shine like new. The phone rings and I amaze myself by taking the call without taking a swim. “Tim Bryant,” I say, sounding very professional in my faded greasy swimsuit and “Let’s Get Nautical” T-shirt reserved for dirty jobs on deck. “I need a brand name,” says The Voice, very determined that I will have one ready on this very first call. “I’m gonna need a tag line too.”
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It’s an hour or so before sunset and we’re motoring out to Turtle Island with a boat full of partiers. Earlier, we’d beat our friends to the island and back by a full forty minutes (usually we’re last or close to last) so this evening we’re hosting a party on board in our own honor. We’re chockfull of sailors including a guy named Evin, founder and CEO of a newly launched wealth management firm. He’s thinks he needs a PR program.
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Evin is thoughtfully licking the tuna marinade off his fingers, chasing it down with beer and nodding his head in agreement, confessing, between smacking lips, that he is even more confused now about public relations than he was when we left the docks. Maybe you are too. You’re not alone. True PR professionals are like the great philosophers on Mars Hill or the great astronomers of tomorrow exploring and discovering worm holes and black stars of their profession...
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