Luminor CEO Featured on "Branding Legends" Program

Also interviewed on the program are Regis McKenna; Sergio Zyman, former Chief Marketing Officer for Coca Cola; Al Ries, popular marketing author and speaker; Phil Dusenberry, Chairman and CEO of BBDO North America; John Eyler, Jr., CEO and Chairman of Toys “R” Us; Steve Forbes, publisher and former presidential candidate; Mark Goldstein, chief marketing officer of Fallon Worldwide; Sumner Redstone, Chairman and CEO of Viacom and Henry Silverman, Chairman and CEO of Cendant.

The common perception is that branding is advertising, according to Wilbur, but he went on to explain that advertising is just one way to communicate your company’s message. There are plenty of advertising messages that don’t use branding. However, "advertising without branding is like chicken soup without chicken," said Wilbur, adding that is just as critical to have tight branding messaging in PR, website, brochures and every thing else executives do to market their companies.

Over a 25-year career, Luminor's CEO has provided brand and marketing counsel to such marquee global brands as Microsoft, HP, Alcoa and Sony. He is a frequent speaker and seminar leader on marketing topics at conferences and professional associations around the western US. He is also the co-author of an upcoming book on marketing metrics, and is currently working on a book on loyalty marketing.

So, Wilbur says, the next time you spot a tattoo, look close to see if it's a company logo emblazoned on the skin. When people wear logos on their body, their apparel, or just their accessories, they're paying the ultimate compliment to a brand. And everyone else is getting the message. Even at 37,000 feet.

Luminor’s eCommerce Initiative Increases Sales For hpshopping.com

HP installed Luminor's innovative catalog on hpshopping.com to help the ecommerce subsidiary sell supplies and accessories for HP printers. Prior to completion, the catalog was tested over several iterative sessions with actual users in clinical tests.

“It’s always gratifying to get such positive results from a first-time use,” said Luminor VP, Fred Pursell. “The module we developed is uniquely effective due to our extensive studies of online consumers and integration of best findings on how people shop and buy online.”

Luminor is a strategic brand communications company, providing integrated strategic and tactical programs using the latest in online, offline, traditional and unconventional marketing and communications techniques. The company counts among its clients industry giants such as Microsoft and Hewlett-Packard, and has worked on other worldwide brands like Sony and Alcoa. Luminor has offices in Seattle and Southern California.

Luminor CEO To Teach Mexico City Executives How To Gird for Marketing Battle

“If you’re not measuring the results of your marketing programs, your company is being sized for a coffin,” observes Wilbur. “In the economic climate of today, you’re either getting smarter or you’re going away. We’re teaching people how to use metrics to save their jobs and their company.”

The seminar, titled Marketing Metrics, will be conducted on October 1st and 2nd and is produced by a Los Angeles-based training company. The program will provide the results of Wilbur’s extensive research and experience in measuring the results of marketing programs over an eighteen-year period.

The seminar will be taught with simultaneous translation into Spanish.

Luminor’s history with marketing metrics goes back to the company’s founding in 1983. Wilbur developed several key models for sales inquiry tracking and conversion in the 1980s and 1990s that were applied by Luminor clients. The company’s marketing ROI metrics helped measure dozens of programs for companies like Heath Tecna Aerospace, who rocketed from an unknown to the fourth best known company in their field while tripling sales; and Wall Data, who grew from $3 million in annual sales to over $100 million in just four years.

Luminor is a strategic brand communications company, providing integrated strategic and tactical programs using the latest techniques in online, offline, traditional and unconventional marketing and communications techniques. The company counts among its clients industry giants like Microsoft and Hewlett-Packard, and has worked on other worldwide brands like Sony and Alcoa. Luminor has offices in Seattle and Southern California.

Luminor Announces New BrilliantLaunch Service

The new service, called Brilliant Content Launch, integrates three of Luminor’s key branding disciplines – advertising, PR and ebusiness. Essentially, the Brilliant Content Launch program provides online product positioning strategy as well as the print and electronic media strategies and tactics to reach and convince markets of the immediate need for their clients’ new products. The proprietary Luminor program helps clients capture and convert prospective customers to generate immediate returns.

Ideally suited for manufacturers of a number of products or product lines, Brilliant Content Launch gives the public a preview of a new product and provides easy and compelling ways for interested consumers to learn more, and ultimately buy the product.

Luminor’s history with developing online marketing content goes back to the company’s founding in 1983 when the company created innovative sales tools for use by the sales and distribution channels of technology companies like Intermec, Fluke and Data I/O. Many of the same principles were employed in later marketing strategies developed for use on leading e-tail sites like OfficeMax.com, OfficeDepot.com, and Staples.com.