Let’s face it, there is so much a postcard can’t do for you. It can’t show the depth and breadth of your product. It can’t create a shopping or browsing experience. And it won’t make your morning coffee. But a postcard is still a mighty marketing tool that you should consider adding to your marketing […]
We’ve all seen the sign on the marquee of some local watering hold. “Coldest beer in town,” it proclaims. Marketing at its most basic. But how do we know it’s really the coldest? There are other bars in town. Surely they have cold beer as well. Maybe even colder. NO! The sign says otherwise. For […]
Oh no, not ANOTHER piece about print marketing! But wait, this one’s not sponsored by a printer or a paper company, it’s a DBSA, (digital brand service announcement!) We keep hearing about the resurgence of print because it has become an important tool, aiding in the growth of digital brands. Oxymoron? Not quite. You have […]
I’m in awe at the number of brands who are jumping on the idea that catalogs provide a larger opportunity to not just sell products, but to engage both prospects and customers on a more meaningful level. I’m equally amazed at the number of brands, especially those that have been mailing for decades, who have […]
What do Oreos, Mountain Dew, Shake Shack and Mack Weldon have in common? No, they’re not items from my Amazon wish list. Not all of them anyway. These are five brands that have tapped into the zeitgeist and attached themselves to the pop culture phenomenon that is the final season of HBO’s Game of Thrones. […]
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 […]
