Branding and integrated marketing newsletter of The Russo Group

1. Revelation
The Russo Group is a branding and integrated marketing agency focused on results.
THE NEWSLETTER OF
THE RUSSO GROUP
VOLUME ONE - NUMBER T WO
The Revelation Is About To Begin.
This is the Newsletter of The Russo Group – a branding and integrated marketing agency.
IN THIS ISSUE:
LOVE CONNECTIONS: A LOOK INSIDE BUSINESS RELATIONSHIPS
One-sided relationships don’t last and there are different ways of proving your love. The relationships you talk about are the ones that are
between two equals, working together for a common goal – true love!
INSIDE-R NEWS
Niche publications, working with agencies out of your market, influential behavior online, and name that logo.
RUSSO PROFILE
Russo Art Director Gary LoBue, Jr, says, “Businesses and organizations must have a strong foundation in order to succeed. A strong
identity often lays the groundwork for the branding efforts to come. When done right, the results are not only seen, but felt.“
A RUSSO RESULTS CASE STUDY: No. 00298-07
Hub City Industries – HCI, Inc.
GALLERY R DOWNTOWN SPOTLIGHT
Gallery R, located in the Russo building in the heart of downtown Lafayette, is committed to the work of both emerging
and established local artists throughout South Louisiana. This month’s featured artist – Photographer, Glen Clark.
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2. Revelation
LOVE CONNECTIONS
“A Look Inside Business Relationships via the Advertising Loveline”
Say the word “relationship” and you’ll get varied reactions from people. Some find themselves involuntarily spinning back to high school,
where relationships were sometimes one-sided, requiring that you stand in someone’s front lawn just before midnight holding a stereo that
blasts messages of love and devotion to show your feelings.
In business, it’s different. One-sided relationships don’t last and there are different ways of proving your love. The relationships you talk
about are the ones that are between two equals, working together for a common goal – true love! Unfortunately, it doesn’t always work
out this way. In order to help out, we’ve decided to field some calls from the Advertising Loveline – clients and agencies from all over have
been writing in:
Dear Loveline,
I’ve been with my new client for almost four months now and I still think he’s holding back on me. Every time we talk I find out
something new – things I wish I had known from the beginning! On top of that, he’s starting to be overly critical of me, scrutinizing
everything I do! Something is going wrong and I don’t know what to do!
Signed, Crushed Out Campaign in Cincinnati
Our response: We understand how you feel. All relationships depend on trust and the one between agency and
client is no different. In order to produce the most effective work, an advertising agency must be informed. Clients
need to disclose everything about their business, from daily numbers all the way up to strategic long range plans.
Continued Next Page
“Brand” New Identities From The Russo Group :
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3. Revelation
LOVE CONNECTIONS CONTINUED
Good advertising agencies are looking to be more than just another vendor. Nothing can be more frustrating than
trying to create a compelling campaign that has a moving target!
Well, there is one thing that can be as frustrating – having the client second guess every move you make. Advertising
agencies need to be given room to express their creativity and strategy. Facing a client that constantly feels they
know better is demoralizing. It may be time to move on!
Dear Loveline,
I’m very adventurous, always willing to try new things and constantly pushing myself to take on challenges creatively. My new client…
well, she’s sort of on the safe side. How do we make this work?
Signed, New Solutions in Nova Scotia
Our response: This isn’t the first time we’ve heard about this problem! All advertising is inherently a bit risky. A
campaign considered safe is not likely to also be one of those that stands out and is effective. To get ahead, you have
to take risks. Agencies realize this. Clients often don’t.
If a client truly wants to stand out, they need to be willing to take a chance and choose solutions that, at least from the
outside, appear risky. And we’re not talking about recklessness. Agencies have a solid sense of “value risks” – those
leaps of faith that are actually supported by ROI findings.
One last note to remember: not every risk pays off. But if you keep an eye on the larger scope of the campaign or
branding efforts, you’ll see that every faltering step is preparation for a big leap that does pay off.
Clients and agencies have a responsibility to each other. There’s a true partnership at work here. By really nurturing
this relationship – giving it time, attention and care – both sides will be amazed and humbled at the results they are
able to produce.
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4. Revelation
INSIDE - R NEWS
Read all about it – in niche publications. With newspaper circulation numbers dropping, businesses are turning to industry magazines to
reach the right audience. Magazines catering to small businesses probably are best positioned to try capturing any advertising
displaced by the newspapers’ retrenchment. There’s no better way to put your message in the hands of a pre-qualified lead.
The internet brings us all closer together and makes it possible for people thousands of miles away from each other to have a close and
prosperous business relationship. It’s no different with an advertising agency. Between email, IM, video conferencing, streaming
audio and a host of other methods, you can and should expect the same kind of service from any advertising agency you
partner up with.
How to win friends and influence people – online. Though word of mouth used to drive business, that model has been replaced by
influential behavior online. To put it simply: in the online world, you can quantify the power of influence, and use this to drive
successful marketing campaigns. The internet is changing the way we discover trusted content and connect with one other, and how
influence is core to these trends.
Name that logo. The road to perfect brand identity is never easy. Just look at how hard it is for most companies to settle on even a logo that
works! Do you remember this one – picture a sketched out Isaac Newton sitting under an elaborately drawn tree waiting
for the apple to drop. Maybe the tagline will help - “Newton … A Mind Forever Voyaging Through Strange Seas of Thought … Alone.”
Give up?
- Please Select the Highlighted Phrases for More on These Stories -
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5. Revelation
RUSSO PROFILE
Gary LoBue, Jr., Art Director
Gary brings 25 years of experience as a nationally recognized force for crafting strong corporate identities through
strategic marketing plans that emphasize substance over style. National and international clients, which include names like
Walt Disney Company, Hilton, and Hyatt, have all benefited from Gary’s brand management expertise.
Gary’s work has appeared in Communication Arts, Graphis, How Magazine, Print Magazine, Graphic Design USA (the
AIGA annuals), the Art Directors Club of Los Angeles, the New York Art Directors Club, the Dallas Society of Visual Communications, and the
American Corporate Identity Annual.
What do you feel is the most important thing to remember when developing a corporate identity for a client?
Businesses and organizations must have a strong foundation in order to succeed. A strong identity often lays the groundwork for the branding
efforts to come. When done right, the results are not only seen, but felt.
Do you have any advice for companies about to enter the branding or rebranding process?
Take the time to do it right and, most importantly, develop a trust with the agency you are partnering with.
Do you have any personal philosophies that guide you when developing a new brand identity?
Successful brands must adhere to the promise established by the company or organization they represent. The same goes for their corporate
identities. It is also vital that they avoid trends that will make them outdated within a year or two. Other than that, I try to always remember who
my audience is and how the mark will be used.
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6. Revelation
A R U S S O R E S U L T S C A S E S T U D Y : N o . 0 0 3 11 - 0 7
HCI, Inc. / Hub City Industries / Rebranding Project
Background: HCI, formerly operating as Hub City Industries, needed to redefine their brand to better resemble the company they had
become. This was essential for both future growth and to attract quality personnel. To accomplish this, Russo created a new identity for HCI,
along with an updated paper system, collateral materials, vehicle graphics, multi-media DVD, website, and a B2B ad campaign.
Results: HCI’s new look was introduced at the 2007 Louisiana Gulf Coast Oil Exposition Trade Show. Exposure at this show, in addition to
the media support leading up to the expo, provided HCI the opportunity to establish themselves to industry leaders from around the world.
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7. Revelation
CONTACT THE RUSSO GROUP
We would love to hear from you, whether you’re ready to jump right in, or you need to learn a little more about us. Perhaps you
just need someone to talk to. We’re good at that too. Either way, we look forward to speaking with you about your needs, and getting to
work on producing RESULTS for your business.
Phone: 337.769.1530 • Fax: 337.769.1531 • E-mail: info@therussogroup.com
116 East Congress Street Lafayette, Louisiana 70501
Website: www.TheRussoGroup.com
Editor-in-Chief / Creative Director: Michael J. Russo • Editors: Nate Pritts, PhD. / Jaci Russo • Art Director: Gary LoBue Jr
REVELATION is published in 12 issues yearly by The Russo Group • Copyright © 2008 The Russo Group
TH IS MONTH AT GALLE RY R DOWNTOWN
Glen C lark | Downtown Ar tWalk
1. relationships developed based on insight into the true nature of things.
February, 2008 | 116 E. Congress St. (across from Parc Sans Souci )
connections (kuh•nek•shuhns) n.
connections (kuh•nek•shuhns) n.
1. the process of changing or enhancing one thing with elements of another.
Glen Clark, who operates Fieldspan – a photography and videography service – began
shooting professionally in 1981. The images in his show “Connections” provide compelling
glimpses into the lives of their subjects. Whether serving to document local traditions, like the
Church Point Mardi Gras, or ranging throughout California’s Napa Valley, there is always a
moment of connection to Clark’s work. It is this human quality that makes Clark’s images so
distinctive and vivid in their execution. These are truly images taken at the speed of life, direct
snapshots into the dynamic essence of people and the places they exist.
AT THE RUSSO GROUP
info@galleryrdowntown.com
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