Too many brands make us feel indifferent. Or feel nothing at all. But some brands have a certain something – an emotional appeal. They connect. They feel more HUMAN. Your products and all of your data don’t come first. People come first. And brands that recognize that – and act more human themselves – are […]
They typically feature cool images and design intended to grab our imagination and build a bridge to the brand’s proposition. Frankly, they leave me confused. I call this approach “passive creative.” It’s creative work that forces the audience to move through too many “mental clicks” to understand what the brand is offering. It’s unreasonable to […]
It seems like every other day we read about another storied brand going out of business, while at the same time, new upstart brands continue to gain traction. Much of this is fueled by evolving tastes and habits as each generation brings their particular and unique preferences to the marketplace. Millennials and Gen ‘Z’ buyers […]
Tattoos. Filet-O-Fish sandwiches. Dubstep. Kim Kardashian. CrossFit. What do they all share in common? They’re not for everyone. Why am I telling you this? Because neither is your brand. But before you give up on what likely just came off as a harsh or negative point of view, hear me out. Your brand can’t be […]
While visiting an orphanage in Tanzania a few years ago, I realized how small my world really was. Or, at least my perspective on the world. As part of a group helping bring solar powered wells to orphanages, we filled our suitcases with toys and crafts we thought the children might enjoy. One of those […]
Take a quick look at a video clip from a session at the recent NEMOA conference in Boston. I was asked to weigh in on my thoughts on print. This was my response…
Think Different. Just Do It. Because you’re worth it. Each of these slogans are just as brilliant now as they were when they first arrived on the scene. One of the many reasons they have stood the test of time is because they are aspirational, but still relevant to each and every one of us. […]
American cheese Bars of soap Applebee’s Top sheets Mayonnaise Straws CDs Shopping malls Network TV Gillette razors Phone conversations Hooters Diamonds Napkins What do all of these things have in common? According to various media reports over the past few years, they’re all being killed by Millennials. The audacity! The gall! How could this generation […]
Investing in creative pays. It has to be executed and managed well, and there are a lot of moving parts. But when they all come together, it pays (in cash). Increasingly, creative decisions are influenced by CFOs attempting to manage financial metrics for CEOs and board members. Often, the C-suite folks look at capital and […]
