Comments on: Bad Corporate Capabilities Brochures http://www.b2blog.com/2008/12/bad-corporate-capabilities-brochures.html B2B and Industrial Marketing Blog Wed, 01 Feb 2012 10:09:00 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Gayle http://www.b2blog.com/2008/12/bad-corporate-capabilities-brochures.html/comment-page-1#comment-1034 Gayle Tue, 10 Nov 2009 22:48:37 +0000 http://b2blogwp.wordpress.com/2008/12/23/bad-corporate-capabilities-brochures#comment-1034 Computers have made is so everyone that knows how to use a programs thinks they are an artist. They are only technicians.<br /><br />I am a trained Commercial and Graphic artist and worked as an artist before graduating Vesper George School of art in 1980.<br /><br />I am fortunate enough to work with a trained writer (a former Editor for a local newspaper) that takes the "engineereese" we get as input and translates it for the average Joe. Again we have to keep our customers desires in mind. As a result I admit to having had to design covers with a world (map) on it. LOL at least our company has offices world wide.<br /><br />I know what works and what doesn't, how to draw your attention and use images harmoniously with copy (one is not more important then the other if done correctly) but I still have to make my clients happy. I prefer working with a pro photographer and do for our product brochures. <br /><br />We have plenty of diversity here but getting consent forms signed and having everyone dress properly just isn't worth the time and effort as a result Stock meeting type images have become a staple. <br /><br />Please show some example of what "you think" works. Both you showed were very obviously not designed by professional artist and I would venture a guess the copy wasn't written or edited by a pro. One made a design 101 error by having the text cross the fold.<br /><br />I take pride in what I do and I do it as well as I am allowed by my customers. :-) Computers have made is so everyone that knows how to use a programs thinks they are an artist. They are only technicians.

I am a trained Commercial and Graphic artist and worked as an artist before graduating Vesper George School of art in 1980.

I am fortunate enough to work with a trained writer (a former Editor for a local newspaper) that takes the "engineereese" we get as input and translates it for the average Joe. Again we have to keep our customers desires in mind. As a result I admit to having had to design covers with a world (map) on it. LOL at least our company has offices world wide.

I know what works and what doesn't, how to draw your attention and use images harmoniously with copy (one is not more important then the other if done correctly) but I still have to make my clients happy. I prefer working with a pro photographer and do for our product brochures.

We have plenty of diversity here but getting consent forms signed and having everyone dress properly just isn't worth the time and effort as a result Stock meeting type images have become a staple.

Please show some example of what "you think" works. Both you showed were very obviously not designed by professional artist and I would venture a guess the copy wasn't written or edited by a pro. One made a design 101 error by having the text cross the fold.

I take pride in what I do and I do it as well as I am allowed by my customers. :-)

]]> By: Gayle http://www.b2blog.com/2008/12/bad-corporate-capabilities-brochures.html/comment-page-1#comment-2439 Gayle Tue, 10 Nov 2009 22:48:00 +0000 http://b2blogwp.wordpress.com/2008/12/23/bad-corporate-capabilities-brochures#comment-2439 Computers have made is so everyone that knows how to use a programs thinks they are an artist. They are only technicians.I am a trained Commercial and Graphic artist and worked as an artist before graduating Vesper George School of art in 1980.I am fortunate enough to work with a trained writer (a former Editor for a local newspaper) that takes the "engineereese" we get as input and translates it for the average Joe. Again we have to keep our customers desires in mind. As a result I admit to having had to design covers with a world (map) on it. LOL at least our company has offices world wide.I know what works and what doesn't, how to draw your attention and use images harmoniously with copy (one is not more important then the other if done correctly) but I still have to make my clients happy. I prefer working with a pro photographer and do for our product brochures. We have plenty of diversity here but getting consent forms signed and having everyone dress properly just isn't worth the time and effort as a result Stock meeting type images have become a staple. Please show some example of what "you think" works. Both you showed were very obviously not designed by professional artist and I would venture a guess the copy wasn't written or edited by a pro. One made a design 101 error by having the text cross the fold.I take pride in what I do and I do it as well as I am allowed by my customers. :-) Computers have made is so everyone that knows how to use a programs thinks they are an artist. They are only technicians.I am a trained Commercial and Graphic artist and worked as an artist before graduating Vesper George School of art in 1980.I am fortunate enough to work with a trained writer (a former Editor for a local newspaper) that takes the "engineereese" we get as input and translates it for the average Joe. Again we have to keep our customers desires in mind. As a result I admit to having had to design covers with a world (map) on it. LOL at least our company has offices world wide.I know what works and what doesn't, how to draw your attention and use images harmoniously with copy (one is not more important then the other if done correctly) but I still have to make my clients happy. I prefer working with a pro photographer and do for our product brochures. We have plenty of diversity here but getting consent forms signed and having everyone dress properly just isn't worth the time and effort as a result Stock meeting type images have become a staple. Please show some example of what "you think" works. Both you showed were very obviously not designed by professional artist and I would venture a guess the copy wasn't written or edited by a pro. One made a design 101 error by having the text cross the fold.I take pride in what I do and I do it as well as I am allowed by my customers. :-)

]]> By: Anonymous http://www.b2blog.com/2008/12/bad-corporate-capabilities-brochures.html/comment-page-1#comment-1033 Anonymous Wed, 26 Aug 2009 13:26:20 +0000 http://b2blogwp.wordpress.com/2008/12/23/bad-corporate-capabilities-brochures#comment-1033 I work for a company as their Marketing Coordinator and chief (re: only) graphic designer. Before me, they used a pompous ass from a marketing agency who thinks his shit doesn't stink.<br /><br />They still insist on using him to "help me creatively" and it's infuriating. I've proven myself time and again with my "out of the box" thinking. This assclown does nothing but look at what other people are doing and copy it, word for word, image for image. I work for a company as their Marketing Coordinator and chief (re: only) graphic designer. Before me, they used a pompous ass from a marketing agency who thinks his shit doesn't stink.

They still insist on using him to "help me creatively" and it's infuriating. I've proven myself time and again with my "out of the box" thinking. This assclown does nothing but look at what other people are doing and copy it, word for word, image for image.

]]> By: Anonymous http://www.b2blog.com/2008/12/bad-corporate-capabilities-brochures.html/comment-page-1#comment-2438 Anonymous Wed, 26 Aug 2009 13:26:00 +0000 http://b2blogwp.wordpress.com/2008/12/23/bad-corporate-capabilities-brochures#comment-2438 I work for a company as their Marketing Coordinator and chief (re: only) graphic designer. Before me, they used a pompous ass from a marketing agency who thinks his shit doesn't stink.They still insist on using him to "help me creatively" and it's infuriating. I've proven myself time and again with my "out of the box" thinking. This assclown does nothing but look at what other people are doing and copy it, word for word, image for image. I work for a company as their Marketing Coordinator and chief (re: only) graphic designer. Before me, they used a pompous ass from a marketing agency who thinks his shit doesn't stink.They still insist on using him to "help me creatively" and it's infuriating. I've proven myself time and again with my "out of the box" thinking. This assclown does nothing but look at what other people are doing and copy it, word for word, image for image.

]]> By: Sergei Beliaev http://www.b2blog.com/2008/12/bad-corporate-capabilities-brochures.html/comment-page-1#comment-1032 Sergei Beliaev Thu, 22 Jan 2009 21:25:00 +0000 http://b2blogwp.wordpress.com/2008/12/23/bad-corporate-capabilities-brochures#comment-1032 Websites often suffer the exact same problem. www.b2bquotes4u.com is a b2b services site that tells its story in a clear, direct, simple way. OK, so they have one globe, it's a little hokey, and yes they do have some iStock images, but it all seems to go together pretty well. Websites often suffer the exact same problem. http://www.b2bquotes4u.com is a b2b services site that tells its story in a clear, direct, simple way. OK, so they have one globe, it’s a little hokey, and yes they do have some iStock images, but it all seems to go together pretty well.

]]> By: Sergei Beliaev http://www.b2blog.com/2008/12/bad-corporate-capabilities-brochures.html/comment-page-1#comment-2437 Sergei Beliaev Thu, 22 Jan 2009 21:25:00 +0000 http://b2blogwp.wordpress.com/2008/12/23/bad-corporate-capabilities-brochures#comment-2437 Websites often suffer the exact same problem. www.b2bquotes4u.com is a b2b services site that tells its story in a clear, direct, simple way. OK, so they have one globe, it's a little hokey, and yes they do have some iStock images, but it all seems to go together pretty well. Websites often suffer the exact same problem. http://www.b2bquotes4u.com is a b2b services site that tells its story in a clear, direct, simple way. OK, so they have one globe, it’s a little hokey, and yes they do have some iStock images, but it all seems to go together pretty well.

]]> By: Michelle Boucher http://www.b2blog.com/2008/12/bad-corporate-capabilities-brochures.html/comment-page-1#comment-1031 Michelle Boucher Thu, 22 Jan 2009 15:59:00 +0000 http://b2blogwp.wordpress.com/2008/12/23/bad-corporate-capabilities-brochures#comment-1031 All great stuff, but you left out the one point that so many "capabilities brochures" forget: WIIFM - or, What's In It For Me? the value to the customer is often forgotten in the enthusiastic technical descriptions of the product, service or company. Wouldn't it be powerful if a corporate brochure could boast about their customers' successes as the reason they exist?! While I totally agree these corporate "business cards" are for describing company and product/service focus, I would posit this question: Who would you believe more, the marketing director or a customer? Using a key testimonial and client-oriented photo and quote could be the icing on your well-crafted cake. All great stuff, but you left out the one point that so many “capabilities brochures” forget: WIIFM – or, What’s In It For Me? the value to the customer is often forgotten in the enthusiastic technical descriptions of the product, service or company. Wouldn’t it be powerful if a corporate brochure could boast about their customers’ successes as the reason they exist?! While I totally agree these corporate “business cards” are for describing company and product/service focus, I would posit this question: Who would you believe more, the marketing director or a customer? Using a key testimonial and client-oriented photo and quote could be the icing on your well-crafted cake.

]]> By: Michelle Boucher http://www.b2blog.com/2008/12/bad-corporate-capabilities-brochures.html/comment-page-1#comment-2436 Michelle Boucher Thu, 22 Jan 2009 15:59:00 +0000 http://b2blogwp.wordpress.com/2008/12/23/bad-corporate-capabilities-brochures#comment-2436 All great stuff, but you left out the one point that so many "capabilities brochures" forget: WIIFM - or, What's In It For Me? the value to the customer is often forgotten in the enthusiastic technical descriptions of the product, service or company. Wouldn't it be powerful if a corporate brochure could boast about their customers' successes as the reason they exist?! While I totally agree these corporate "business cards" are for describing company and product/service focus, I would posit this question: Who would you believe more, the marketing director or a customer? Using a key testimonial and client-oriented photo and quote could be the icing on your well-crafted cake. All great stuff, but you left out the one point that so many “capabilities brochures” forget: WIIFM – or, What’s In It For Me? the value to the customer is often forgotten in the enthusiastic technical descriptions of the product, service or company. Wouldn’t it be powerful if a corporate brochure could boast about their customers’ successes as the reason they exist?! While I totally agree these corporate “business cards” are for describing company and product/service focus, I would posit this question: Who would you believe more, the marketing director or a customer? Using a key testimonial and client-oriented photo and quote could be the icing on your well-crafted cake.

]]> By: christine.sten http://www.b2blog.com/2008/12/bad-corporate-capabilities-brochures.html/comment-page-1#comment-1030 christine.sten Fri, 09 Jan 2009 22:14:00 +0000 http://b2blogwp.wordpress.com/2008/12/23/bad-corporate-capabilities-brochures#comment-1030 What resources are available to help copywriters and designers impress upon management the virtues of mapping voice and graphics to audience and comms medium? I've been at this for more than 10 years, and have yet to get anyone above Director level to understand that brochure copy shouldn't necessarily read like Apple's web site. What resources are available to help copywriters and designers impress upon management the virtues of mapping voice and graphics to audience and comms medium? I’ve been at this for more than 10 years, and have yet to get anyone above Director level to understand that brochure copy shouldn’t necessarily read like Apple’s web site.

]]> By: christine.sten http://www.b2blog.com/2008/12/bad-corporate-capabilities-brochures.html/comment-page-1#comment-2435 christine.sten Fri, 09 Jan 2009 22:14:00 +0000 http://b2blogwp.wordpress.com/2008/12/23/bad-corporate-capabilities-brochures#comment-2435 What resources are available to help copywriters and designers impress upon management the virtues of mapping voice and graphics to audience and comms medium? I've been at this for more than 10 years, and have yet to get anyone above Director level to understand that brochure copy shouldn't necessarily read like Apple's web site. What resources are available to help copywriters and designers impress upon management the virtues of mapping voice and graphics to audience and comms medium? I’ve been at this for more than 10 years, and have yet to get anyone above Director level to understand that brochure copy shouldn’t necessarily read like Apple’s web site.

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