How to gamble on new ideas without losing big I just spent this past weekend in Vegas. Nice little getaway. Saw a show, played a few slots, danced with a monkey (don’t ask). But as I contemplated how much to wager at the Blackjack table, it occurred to me that there are no sure bets. […]
By Chris Hayes, EVP Brand Strategy This 18th Century quote from my high school lit class got me thinking about a conversation I had with a marketing director from a well-known cross-channel brand a few weeks ago. He mentioned his company would like to do comparison research on their catalog covers to determine which ones […]
Well, the secret is out. For decades, creative types working at agencies across the country knew instinctively a few secrets they could rely on to create brand stories, campaigns and messaging that would resonate with consumers. The Don Drapers of the world knew these little secrets could help sell more products. We knew if we […]
Whew. Glad I got that off my chest. You see, it’s 2016. By now, almost every brand is aware of viral videos, and like so many other things, marketers are trying to ruin them. In short, there is no formula for creating “viral” content. Are there certain elements that a lot of viral content contains? […]
Admitting it is the first step to re-cover-y. Look at your most recent catalog cover. Really look at it. Imagine it was the first time you were ever seeing it. Would it get your attention? Would it make you want to stop and open it? Or…and be honest…does your cover suck? (It’s ok. Just admit […]
-Sir Winston Churchill Marketers are always looking for an edge – something that will grab and hold their customers’ attention, help their brand stand out from the competition and most importantly, drive the customer to purchase. So how does a marketer break through the clutter of the estimated 3,000+ ad exposures consumers receive every day? […]
Human beings have an attention span of 8 seconds. We don’t read anymore. We scan. Brands usually say too much. Cut your copy. Make your point. Quickly. Make things more visual. Get rid of anything unnecessary. Edit again. My 8 seconds are up. You get my point. The end. Having trouble trimming your message? […]
By Chris Hayes, EVP Brand Strategy We recently completed a brand “refresh” for a catalog client that involved redefining the brand’s position and updating its visual identity. At the end of the process, the client asked us an important question: should they keep their tagline as part of their new identity? Ask five branding experts […]
Then you must embrace change. As many of you know, I’m a HUGE Beatles fan. It’s an obsession, really. A sickness. I admit it. When I first heard “Paperback Writer” at the age of 8, I was hooked. The fact that their music is still as relevant today (to multiple generations) as it was six […]
