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    NevOn is the archive weblog of Neville Hobson, a British business communicator based in Amsterdam, The Netherlands, a record of commentary and conversations from December 2002 until 22 February 2006. This site is no longer updated - please visit www.nevillehobson.com.
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    For Immediate Release: The Hobson & Holtz Report - A bi-weekly podcast for professional communicators from Neville Hobson, ABC, and Shel Holtz, ABC.

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2006 Public Speaking

  • Delivering The New PR – How Blogs, Podcasts and RSS Can Work For You - Manchester, UK, February 15, 2006

    New Communications Forum 2006 - Palo Alto, USA, March 1-3, 2006

    Blogging for Business - London, April 4, 2006

    Summit for the Future on Risk 2006 - Amsterdam, May 3-5, 2006

    IABC International Conference 2006 - Vancouver, Canada, June 4-7, 2006

2005 Public Speaking

  • Les Blogs 2.0 - Paris, December 5-6, 2005

    IABC EuroComm 2005 - Paris, Nov 30 - Dec 2, 2005

    Melcrum workshop on New Media - London, November 29, 2005

    Making the News: Blogging, Really Simple Syndication and The New PR - Sunderland, UK, November 18, 2005

    Emerce E-Day - Amsterdam, October 12, 2005

    Global PR Blog Week 2.0 - September 19-23, 2005

    PodcastCon UK - September 17, 2005

    The Communication Directors' Forum

    New Communications Forum 2005 - Napa, USA, January 26-27, 2005

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« Remembrance Day | Main | Ebay acquisition of Skype looks imminent »

11 September 2005



I enjoyed looking at the pictures from this show. My mother works for a company that goes to trade shows each season to sell their products (high end potpourri, room sprays and bath products) to retail sellers. I have always enjoyed seeing the mail-outs they prepare to send their top customers and the displays for the trade shows. Looking at the small ways each piece correlates to the overall image of the particular scent in each season and to the brand as a whole shows how much work goes into the displays. Like the IBC 2005 Exhibition you wrote about, the trade shows where these products are sold have many halls and the buyers do not have time to visit each booth and remember what they have observed and then go back and make their purchases.

My mom attended Market in Atlanta, Ga., several years ago. She had to work the booth for her company, but was given a chance to walk around and look at other booths. She showed me some of the promotion tools businesses used (such as bags to carry the free products or information in that conveniently have a company's name/logo on it).

From your pictures, it looks as though all of these booths were centered around huge logos and well-let signs. I particularly like the attention grabbing promotions used--like the foosball table for people to play, haircuts, live musicians and football games on big screens. It looked like some of these actually used products the companies were promoting, while others were simply to get the attention of the passer-by. It would be neat to see if/how the foosball table was tied in, since usually every move is calculated to make it successful.

David Tebbutt

"It's also interesting to think about why companies include tags or straplines."
Sometimes I wonder if you're a mind reader. This is exactly what I'm struggling with at the moment as I finalise a new website.
BrainStorm - our product name, registered in 1983 - is meaningless on its own. It needs some kind of supporting statement. Perhaps, as our users have suggested, we should have called it "Power Thinker" or "Peace of Mind". Then we'd have less need for a strapline.
I notice from your pictures that even companies like IBM have the urge to add straps, so maybe a name or a brand alone is not enough. A strapline allows the company to show its current focus.
Some of the funniest ones were those whose strapline was as uninformative as the company name. What a wasted opportunity.


I enjoyed looking at the pictures you took at the convention. I have always been interested in companies logos, both visual and written. I am a sucker for commercials because of this interest. I would have enjoyed going to this convention and seeing for myself how these companies decided to market themselves.

There were a few, in particular, that I was drawn to. I like the slogan for SISLink, "Setting the pace for technology". I think the runner accurately depicted what the company wanted to portray which is their fast paced and innovative business strategy. I also like "HP invent" and "IBM Your partner for a business in transition". I was more drawn to the slogans that portrayed a sense of "togetherness" with their customers such as the IBM slogan.

I did not care for the companies who's slogans simply described what they did. Pixel Power had a great graphic quality to the placement of its words but the slogan, "broadcast graphics solutions" was boring and did not grab my attention like the more creative slogans did.

Thank you for taking the time to take pictures of the convention and sharing them with us. It was very interesting to see the way these global companies decided was the best way to market themselves. These pictures enormously help our class since its focus is on "Style and Design". We can see what we like and dislike from these companies and then make a decision for our own style. Thanks again!


Taglines are not always THAT important, they only become really important for companies that are really well-recognised as a result of their tagline. (Nike's "Just Do It" comes to mind). If they're not well-known, they're not usually remembered. But they are a great opportunity to say something about your company to those who are paying attention.

The one that caught my attention the most from your photos was Alias' "Imagination's engine." The idea of a company that can provide fuel for new and creative ideas, to help you see outside the box, to imagine previously unthought-of options, that definitely piqued my interest. I was mildly disappointed to find that they are a software company, but their tagline is not irrelevant because they provide software for animation. Anyway, the cool thing about their tagline was that it stopped me in my tracks and made me curious enough about who they were to go and check out their website.


Marie, Mallory, thanks for sharing those thoughts.

David, I'm not a mind reader (one reason I'm trying out Brainstorm, heh!).

Your point is an interesting one, as is Laura's. I agree with you that a tag or strapline can add something to a logo or brand name. So in the case of Brainstorm, for instance, perhaps a well-focused and concise text that helps you get a sense of what Brainstorm is would be a good idea.

And Laura, like you, I was struck by Alias' tag. I had the same reaction - it stopped me in my tracks. Imaginative!


Thanks for taking the time to add your pictures. Some of these exhibits we truly have to see to believe. The creativity displayed is amazing. The designs of many are so in-depth that you wonder how someone came up with them. For example, the Chyron Corporation's stand that you included on the post could be placed in a museum. I'm sure their services are in great demand; even greater now, than they were before the exhibit.

I also thought that the Apple logo immediately stood out from the rest of the exhibits. The black and white layout made the famous "apple" stronger and more intense. The logo is so distinguishable that all they had to do was enhance it. Everyone knows about Apple, therefore, taglines are not necessary.

HDTV's slogan, "Making It Happen," caught my attention because of its confidence. It is so simple and so true. They are letting people know, "We don't have to say it because we are doing it."

Thanks for allowing us to take part in the IBC 2005 exhibition. The best way to develop an eye for successful creativity is to witness it.

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