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The Value of Your Message

    Pretty much with every client, no matter what the project, we at ERC help identify, create and communicate their message. We ask a lot of questions and do a lot of digging to determine these seemingly simple and obvious things: What is it they want to say? To whom? Why (or if we…

Your story is your brand

Storytelling marketing.  Emotional branding. Brand narrative.  These have become some of the hottest terms in advertising and marketing in recent years. There are countless articles about why telling a good story is the key to good marketing. The examples are impressive– Apple among the top. Every presentation Steve Jobs made to introduce the latest and…

ERC Co. introduces Business to Human (B2H)

ERC Co. introduces Business to Human (B2H)   Historically, marketers have divided target audiences into two categories: Business To Consumer (B2C) and Business To Business (B2B). ERC Co. wondered why there had to be a distinction between the two. Isn’t there always a person somewhere along the line making a decision? Whether one is buying…

Why Gap’s “Dress Normal” campaign misses the mark.

When we first saw the new Gap TV spot, we did a double-take. Surely Gap, our national anthem brand, didn’t just use the term, “Dress Normal” in its advertising? Surely, we misread or misheard this TV spot. Right? Nope. We didn’t. This is Gap’s new campaign – “Dress Normal.” And, it’s a stinker. Here’s why:…

Video Content: Sometimes more IS better (despite what you’ve heard)

There’s a lot of chatter and data surrounding the right length for digital video content. Many sources indicate that content shouldn’t be longer than a minute, while some say three minutes. 15 seconds seems to be the optimal length for pre-roll video per IAB. Other sources indicate that if the content is relevant, viewers will…

Are you ready for a sub-brand? 5 Quick Questions to help you determine whether or not it’s time.

Eric Revels Creative Co. (ERC) just wrapped up a sub-brand launch for our client StreamLinx. They had developed a new, much more sophisticated and powerful software offering to manage energy retrofitting for large, existing facilities (since specified energy-saving measures are now mandated by the federal government). Their offering is easy-to-use, intuitive and makes what was…