A Profile in Print
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Robison applies marketing 'best practices' techniques in his work for MailBlazer. Prior to launching the product line, he employed the services of a marketing firm to conduct an audit of the company's management and customers to ascertain how initial products were perceived in the marketplace. The findings provided the research-based foundation for a new identity, brand strategy and a product line brand architecture that facilitates the naming of new products as they are introduced. A marketing program was then developed, and consisted of advertisements, collateral, direct mailers, publicity and a Web site. Representatives were also given a sales toolkit including talking points and a brand guideline.
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- People:
- Don Bishop
- Ted Robison
Charlotte Mills Seligman
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