Steal These Ideas

Keys to Success

A successful marketing campaign has three essential elements: it is exciting, it is newsworthy and it spurs people to act. These elements are important since market competition is fierce and marketing costs are huge. Each year marketers spend billions with one specific purpose in mind: to get consumers’ attention.

One of the best examples of a powerful ad appeared in a few newspapers in London in 1913. British explorer Sir Ernest Shackleton is said to have placed the ad in search of some 50 applicants for his polar expedition. It read: "Men wanted for hazardous journey. Small wages, bitter cold, long months of complete darkness, constant danger, safe return doubtful. Honor and recognition in case of success. - Sir. Ernest Shackleton"

This 26-word ad was so compelling that it attracted about 5,000 applicants. The ad had all the crucial elements. It also looked distinctive and stood out from the surrounding ads. To create your brand, add up the same elements that made Shackleton’s simple ad successful, including clarity, drama and visual distinction.

What Makes a Brand Work?

A brand is a person, place or thing that people recognize...