BRANDING
HOW Design Live 2016
“When you make something no one hates, no one will love it.” While I didn’t agree with everything that Fredrick Ost and Magnus Berg presented during their breakout session at the HOW Design Live annual conference last week, this quote from the founders of Swedish design firm SNASK really struck me. It dared all of…
Read More
Re-Packaging America’s Healthy Snack Industry
We’ve always been a world that snacks; from the introduction of Oreos in the 1910s, Twinkies and Fritos in the ‘30s and M&Ms in 1941, which were a way to send heat-resistant chocolates to WWII soldiers. In the ‘60s and ‘70s snacks as a convenience item blew up – the less assembly required to make…
Read More
Life on Earth® (the brand)
I always attempt to describe brands as entities so complex, they rival human physiology. With fears, goals, strengths, weaknesses and so on, well-orchestrated brands use personas so adeptly, they feel like friends and neighbors. Before any one of us knew it, we found a friend in Coca-Cola, we have relationships with our Apple device, our…
Read MoreGeneric is so Generic
We don’t consume things in blind taste tests. We look at the packaging as we take it off the shelf, we read, we open, we pour.
Read MoreA Theory of Brand Motivation
Let’s talk about the Hierarchy of Brand. Whenever your brand became a brand, there was a most basic need to fulfill with your audience.
Read MoreRock n’ Roll and the art of advertising copy
And just as a good song leaves enough ambiguity to let the listener apply it to his or her own life, a good ad always leaves room for the audience to complete the thought.
Read MoreHow to Properly Manage Expectations – Part Two
Knowing your audience means knowing the elements of your audience. Yes, you manage an “Audience Structure.”
Read MoreHow to Properly Manage Expectations – Part One
Here’s a gravely important truth: The goal of advertising is NOT sales.
Read MoreWhere’s the remote? Entertainment in the year 2024
The revolution of distributing original television shows (not on television) was formally acknowledged as being “for real” about 10 years ago, at the 65th Primetime Emmys in 2013.
Read MoreAll Video Is Not Created Equal
While integrating video into your marketing campaign is a basic necessity these days, it isn’t as easy as simply creating a video and putting it up on YouTube.
Read More