Author: Laurel

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How to Write an Award-Winning Tagline

Wednesday, February 15th, 2017 by Laurel Sutton

Part three of a three-part series. One of the most fun categories to judge at the 2016 LIA Awards was taglines (endlines). This was because—as we say in the naming biz—we had seven words rather than seven letters to play with and consider! The taglines we reviewed were mostly from advertising campaigns, both print and […]

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How to Write Award-Winning Copy

Tuesday, December 6th, 2016 by Laurel Sutton

Part two of a three-part series. As I mentioned in my previous post, I was recently invited to join the judges of the Verbal Identity panel of the 2016 LIA Awards. Now that the LIA winners for Verbal Identity have been announced, we can examine why those Gold and Silver winners took the honors. I […]

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How to Enter Your Work in an Industry Contest

Tuesday, November 8th, 2016 by Laurel Sutton

Recently, I was honored to be included as a judge on the Verbal Identity Panel of the LIA Awards, held in fabulous Las Vegas, Nevada. Although the LIA has been rewarding excellence in advertising for 20 years, 2016 was the first year that Verbal Identity was added to the judging categories. I learned a lot over the course […]

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When It’s Not Super to Use Superlatives

Tuesday, June 21st, 2016 by Laurel Sutton

So you’re supposed to be all casual and authentic when blogging. You might feel comfortable throwing around a few superlatives, like “our product is just the best,” or it’s “best in class,” which you’d never do in more buttoned-up content like eBooks or white papers. You’ve been told that headlines containing superlatives get better results. […]

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The Challenge of Creativity: 5 Tips in 5 Minutes

Tuesday, March 22nd, 2016 by Laurel Sutton

Sometimes when I’m trying to create content for clients (or write blog posts, as the case may be), I come up empty. Creativity—where did it go? Where did I leave all those great ideas I had in the shower? And why did I just spend twenty minutes watching cat videos on YouTube? Turns out that the […]

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Keeping Your House in Order: Naming Architecture and Brand Architecture

Tuesday, August 4th, 2015 by Laurel Sutton

A thoughtfully developed naming architecture can keep your brand portfolio well organized, and help your customers find and buy more of your products and services.

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