Terry Poulton

Contact Terry by sending an email to tpoulton@brunico.com

Articles by Terry Poulton
News

Need high awareness fast? Get personality

If you want your customer to ‘be a fool for you,’ you’ve got to have ‘per-son-al-ity.’ Don’t laugh. As a key to accelerating brand recognition, some marketing professionals say this paraphrased lyric from a popular 1959 ditty can be as good…

News

Sponsors mix in grassroots to offset shooting stars

What happens when a company puts all of its grade-A sponsorship eggs into one big, star-spangled basket, only to see that basket shattered?…

News

New designs draw on brand equity

The First Commandment for package designers has always been: ‘Thou shalt dream up something that cuts through the clutter, leaps off the shelf and shouts ‘choose me – I’m the one you really want!”…

News

Agencies, consultants battle for their share

Biblical melodrama, culinary conundrum, athletic cliffhanger. There are no shortage of metaphors for the ongoing turf war between agencies and management consultants….

News

Grocery Gateway builds

What is it?…

News

Chapters.ca plots category domination

What is it?…

News

Appliance category bets on lifestyle over attributes

Sigmund Freud may have puzzled over what women want. But the marketers behind Whirlpool home appliances believe they’ve cracked the conundrum….