The Michel Fortin Blog

Part of my job as a copywriter is coming up with names. A while ago, I wrote a blog post on the power of names. I won't repeat it here, except to reiterate that branding, albeit not a priority for most, is still incredibly important. And it's...

My operating assumption is when the broadcast news media pikes anything as "the next big thing" then likely the ship has already sailed. And seeing tragically unhip senators like @clairecmc madly exercising their thumbs during the Presidential...

A recently understood segment of marketing is the immense power behind the product category. Often, many businesses build their entire marketing strategy around a particular brand and its better qualities within a currently known product category,...

So, if you're following the commandments, you should now have a unique name, possibly a tagline, and established yourself as the first or leader in your unique category. What about the service or product you offer? Do you offer an extraordinary...