Brand-Building Advertising. RickAdamsCommunications.com. Professional website of career communicator Richard G. Adams: Agency, Corporate, Educator, Journalist, Thought Leader. Representative portfolio of strategic communications leadership: executive communications, public relations, media relations, employee engagement, marketing communications, creative collateral, advertising, trade shows, internet, intranet, multimedia, change management, crisis communications, stakeholder relations, cause communications, in multiple B2B, B2G, and B2C domains: aerospace, defense, healthcare, financial, telecommunications, energy/ petrochemical, retail, technology-based training, simulation.

Brand-Building Advertising



Brand-building requires consistency and repetition.

Advertising does not have to be expensive to be effective. It should be simple, with a central design element that draws the eye, an intriguing headline and compelling content, and a trigger for reader action.

Great Tactics Campaign

CAE-Link and small business partner Star Technologies did not have a strong reputation as armored vehicle simulator developers -- our strengths were flight and naval training -- so we needed to convince the US Army we understood their requirements.

Part of the solution was a sequence of ads featuring renowned tactical manuevers. The first ad highlighted General Norman Schwarzkopf's famous "Hail Mary" flanking tactic that surprised Iraq's Republican Guard. The second ad recollected the Battle of the Bulge, a World War II turning point. The third ad scenario showed the "Battle for the Whale" -- not an historic event but rather a key site at the National Training Center.

The ads were basic black and white, punctuated by colorful arrows showing troop movements, the type of graphics Army commanders would see on a tactical map.

Click here to view the "Great Victories Start with Great Tactics ad.

Reltec/ Marconi Telecom series

Audience: Apartment Management Firms

Graphic: Telephone wall socket with a golden glow

Headline: You're looking at the entrance to a gold mine.

Intro Text: A decided competitive advantage for attracting new tenants. Improved renter retention. And a recurring non-rental income stream that's good as gold. Reltec's proven telecommunications technology enables you to truly differentiate your property -- bundling high-speed Internet access, cable TV and voice services from one platform over a single-fiber infrastructure.

Raytheon E-Systems Special Operations series

Audience: Special Forces Community

Tagline: Hot Tech, Cool Customers

Graphic: Soldiers rappelling from helicopter

Headline: When Your Mission is Quick Reaction, You Can't Afford to Hang Around.

Intro Text: That's why we install "fast ropes" on special forces helicopters. Advanced avionics. Night vision. The latest nav/ comm. Plus plenty of other "missionized" equipment, customer-tailored to SOF's unique roles. The Special Operations Forces Support Activity (SOFSA) is your one-stop, rapid-response support shop.