Anthony Acosta

“There are more things in heaven and earth, Horatio, Than are dream’t of in your philosophy.” — William Shakespeare Reality is big. Really big. It’s so big that we can barely perceive all of it. There is so much more information in the world around you that if you would be able to capture it all, you’d probably go crazy. In fact, what you, me, and everyone see, is not really reality, but “a subjective approximation of reality” aka “Perception”. This perception includes a defense mechanism that prevents us from seeing too much reality. We call this mechanism, “Perceptual Guards” and it keeps us from going crazy by absorbing too much reality. The Challenge As Marketers, web developers, and graphic design artists, our job is to break through these perceptual guards alter the our audience’s reality to include our marketing message and influence their decision-making process. In order to do this, we have to understand the process that makes our audience decide whethe...

Image courtesy of businesscardszone.com I’m constantly amazed at how uninformed small local companies are when it comes to the importance and value of having a proper logo and building a brand. There is such little awareness that there is such a thing as brand development and that this is the secret that can launch their company into unimaginable success. A logo? It’s amazing how this small yet oh-so-important aspect of a fresh new company is so often overlooked and just slapped together without much consideration for the ramifications and potential benefits for said business. This lack of foresight is disturbing to say the least, and harmful to long-term business success at the most. Yes, you can go out and buy a stock logo for pennies. Yes, it will look professional and your company will have a logo that will look exactly like 100 other companies logos. So you’re done right, now you just need to slap that logo on everything and that’s your branding plan. Simple, right? Yes...