How Did One Car Dealer Succeed When Three Others had Failed?

Melvin Tuchez worked as an employee in the auto-sales business, and then he purchased his own dealership, Aztec Motors, in San Fernando, California. He believed three other auto-sales companies on the same site had failed due to inferior branding and weak management. He immediately began spending $16,000 per month on print and on-air advertising. A […]

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What Has Senator Orrin Hatch Said about Signage?

In 1998, the former Signage Foundation for Communication Excellence presented its National Sign Users’ Conference on Sign Regulation and Marketing, in conjunction with the International Sign Association and its Sign Expo ’98 tradeshow. The keynote speaker at the conference was Senator Orrin Hatch (R-UT). The following are some highlights from his address. “My topic today […]

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Can a Sign’ Location Make it Worth $1.8 Million?

In Cincinnati, OH, a building was ideally situated on Pete Rose Way, proximate to the confluence of I-71 and I-75. In 1997, the building housed Caddy’s, a 50s style entertainment complex. The Cincinnati Bengals NFL football team was about to build its $400 million Paul Brown Stadium, and the land and building were being taken by […]

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