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The more technological our world becomes the more human our stories need to be.  My passion is creating brand and human interest stories, events and campaigns that open minds, inspire participation, and compel action.

— Jerelyn Craden, OneSmartMarketer

As an award-winning broadcast, marketing/advertising writer, certified Social Media Consultant and content writer, event coordinator and promoter, novelist and humor columnist, I will tell you this:  It’s all about story.  Your story.  And how every element of your story needs to viscerally engage your audience.

How strong is your brand story? Does it inspire participation? Loyalty? Action?

OneSmartMarketer provides…

BrandingMarketing and Social Media campaigns and content. Print ads, radio spots, marketing materials: (scripting, voicing, production), web/blog content, direct mail, speeches, press releases. Live Events: Festivals, Trade Shows, Galas, Conferences,  Product Launches, Experiential Brand Exhibits, (development to delivery). Sponsor and Volunteers Recruitment and Relationship Building. 

Jerelyn also writes feature articles and a humor column for newspapers and magazines.

OneSmartAd, our Radio Production Team write and produce radio spots – concept to finish – for businesses, events,  media and ad agencies.


NEWS:  Colourfest 2011, branded, developed, coordinated and promoted by Jerelyn Craden, OneSmartMarketer, received (2) 2012 achievements awards from Festivals and Events Ontario, the most prestigious events and festivals organization in the province.  Categories: BEST PROMOTIONAL CAMPAIGN (under $100,000); BEST NEW EVENT OR FESTIVAL (under $100,000)

Need help reaching more people with your story?

Contact Jerelyn at


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What Is A Brand And Why Is It Important? Powerful Facts You Should Know

Can you imagine if Maytag® didn’t have its strong brand positioning in place? You might overhear one of its employees say: “So when somebody asks me what I do for a living I say, I sell kitchen and laundry appliances.” Hmm. Not very exciting. And is that really what Maytag sells?

Here’s what Maytag’s brilliantly effective marketing campaign really sells — peace of mind. When you think Maytag, you can’t help but picture the Maytag repairman who has absolutely nothing to do!  That’s smart marketing based on – smart branding. And smart branding expressed with a great story!

GSD&M, a visionary advertising agency based in Austin, Texas brought renewed excitement to the BMW brand by laddering the brand from: A car of great performance to … A company of great ideas. That year, 2006, was their best sales year in history.

The ad agency also took Southwest Airlines out of the airline business and put them into the freedom business. Think about it. See how it feels in your body when you think:  Airline business. Now…Freedom business.

Imagine, too, how the idea of an airline being a freedom business can lend itself to a whole fresh way to pepper the language of its advertising and marketing initiatives.

Today, Southwest is the world’s most profitable airline, posting a profit for the 37th consecutive year in January 2010.

Back to Maytag. The Maytag brand goes far beyond the products it sells. When you think Maytag you think:  reliability, longevity…trust! And, again, the greatest benefit to the consumer: peace of mind. Like the Energizer Bunny® (also brilliantly branded) – it just keeps going and going. Another great story.

Can you see how smart branding creates a strong appeal to the consumer that goes beyond the actual product or service? And, how the story it conveys compels people to act?

What is a Brand?

It’s more than a product. More than a mission statement. A brand has a soul and a personality. It can give meaning and identity to its user, so its benefits can be both functional and psychological.

A product becomes a brand in the mind and heart of the consumer.

Why Is Strong Branding Important?

  • Strong brands are profitable and may be your most important asset.
  • They create loyalty through direct relationships with consumers.
  • They are a short-cut to consumer understanding. Marketing costs are less and more effective.
  • Customers may be willing to pay more.
  • Imagery can be transferred to associated brands or channel extensions.
  • They offer protection against competitive activity.
  • They can put you on the map!

What emotions and associations do you want YOUR product or service to evoke? Think about it. Brainstorm about it. Allow for some abstract thinking.

Successful Brands: What they make us think and feel

Try this little exercise…

MAYTAG®– never needs repairs.

What you think: ________________________________________________________________

What you feel: ________________________________________________________________

Its Soul: ________________________________________________________________

Its Personality: ________________________________________________________________

Now do the same for: DURACELL® – just keeps going and going.

And, for Mac – smarter, faster, easier to use.

And now, try it with YOUR product or service in mind.

If you get stuck, consider hiring the services of an effective marketing communications writer/brand specialist who can help you reveal, distill, and reach existing and potential customers by re-purposing your brand with a dynamic, well-targeted story.

With a strong brand and a compelling story, you can look forward to generating far greater results!

Need help? Contact:

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How To Sell Your Art Online

Today, the Internet enables us to “show and tell” our work to millions of people in a nano-second. And this is key…It is the telling part of this show-and-tell opportunity that will help inspire potential buyers to become loyal collectors!

Buyers of fine art want to know who is behind the screen. They want to delight in telling your story – the story about the artist whose work they proudly exhibit on their living room and office walls. This is an essential part of the selling process – providing buyers with a compelling story they can tell friends, family, clients, and colleagues time and again.

So, as the paradigm for how we do business continues to change, you can be certain of this – the fastest and most efficient way to show your art and tell your story is to do it online. Putting up an effective website is not rocket science, but it does require knowledgeable support. Here are some valuable tips to consider …

Your Art Website Tip List

(1) Make sure your site is of high quality, simply and elegantly designed.

(2) The initial tone should be warm, welcoming, and informative.

(3) Remember the (5) Ws: Who you are, What you do, Where you are, When you can be reached, Why you do what you do.

(4) Make sure your story is compelling, engaging, intriguing.

Your art work may be stunning. You may feel that that should be enough. After all, it is your art and not your story that people hang on their walls. Or is it? Actually, it’s both.

The more compelling your story, the more compelled buyers will be to collect your work and take pride in their association with its creator.

Remember, it’s your story as well as your art that will inspire more sales.

Need help?  Contact:

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