The Dana team just returned from our longtime client IMEX America’s ninth edition in Las Vegas. As always, this biggest-and-best-in-the-US trade show for the incentive travel, meetings and events industry rivaled its host city in spectacular brand exposure and oh-so-flashy fun. And that means it’s time to bookend our blog series on effective trade show marketing. […]
2019 is a big year for Dana. We’re celebrating our 40th anniversary! For 24 of those years, we’ve focused on the travel and hospitality industry. Working with travel brands is our passion. Along our journey, we’ve mapped out the essentials of travel brand marketing. Join us on a quick tour of five Dana branding tenets. […]
The ebb and flow of the travel, hospitality and lifestyle industry can be tricky to navigate, being especially susceptible to a number of fickle factors that change, even on a moment-by-moment basis. That’s why establishing a rock-solid set of aspirational traits and carrying them through, constantly, in the real world remains essential in creating a […]
Loyal followers of this blog may remember that we offered some handy corporate social responsibility strategies two years ago. But it’s a topic that bears repeating. In fact, we can’t stress the importance of corporate social responsibility (CSR) enough. Here are just a few reasons why you should institute your own program (plus some shining […]
Is your branding spot-on or off target? Companies can spend lots of time and money building their brand, however even the most popular businesses can make missteps. The best branding is a continual ongoing effort—make a plan, stick with it and evaluate what you are doing and whether it’s best for your brand. Don’t fall for these […]
A brand is more than a logo, a symbol or a tagline. Every great brand—whether a product or a service—is a living entity with a collection of perceptions and beliefs that reside in the hearts and minds of its customers. Like a person, a brand builds relationships based on its characteristics and reputation. Defining the […]
In the last few years we’ve seen opinions diminishing the importance of the website as a marketing channel. It’s not that marketers are negating the value of a brand’s website, but many are putting it on a more even footing with all the other digital platforms used to get your message out: Facebook, Twitter, Instagram, […]
Create It–Support It–Stick With It To have marketing messages resonate in the marketplace, a business should adopt a strong internal brand commitment to reinforce and follow-through with good branding practices. In this post, I am going to discuss three things that are important to brand enhancement: Create brand pillars: Find three, four or five things […]
As marketers, we want to measure everything. The growth of Google Analytics and other products has dramatically improved our ability to measure the value of traffic we’re driving to our websites. But analytics by nature favors clicks that are closest to the conversion. Last Click Attribution (LCA) is the process of assigning all of the […]
Typography is defined as the style, arrangement or appearance of printed letters. A rich history of font origin and development dates back to about 1439, when Johannes Gutenberg created moveable type and the printing press. Through the years, we have been introduced to the Old Style, Transitional and Modern movements, to name a few. Italics […]