Well…literally almost everything. Their search engine has indexed over 30 trillion websites and executes billions of searches each day. “Google” is now used as a verb, joining the ranks of brands-become-eponymous terms like Kleenex, Band-aid and Frisbee. So what can Google teach us about human behavior online? Literally almost anything. Let’s do a thought experiment: […]
https://youtu.be/5bJL7wL_Y14 Ever wonder what it takes to manage a photo shoot? Take a peek at the Relax the Back photo-shoot for the 2016 catalog. Thanks to the talented Joe Carlson for filming this (www.joecarlsonstudio). And thanks to Jadie Card for her excellent Art Direction! Interested in receiving the catalog? Sign up here: http://buff.ly/1SRIjzr
These Call-To-Action Best Practices Still Stand The Test of Time. Last week I received a magazine subscription offer in the mail that contained no less than 7 paths to respond, including but not limited to the traditional ‘place YES sticker here’ reply postcard, an 800 number and three online response options with separate, but corresponding […]
ARE YOU DENSE? Well, are you? Pick up your catalog. Flip through the pages. (Go ahead, I’ll just wait here.) What do you see? Do you see a beautifully spaced and paced experience that takes readers on the scenic route through your brand, a leisurely drive through your assortment? Or, do you see dense congestion, […]
Case Study: Seventh Generation When it comes to household goods, specifically those in the cleaning, paper, and personal care product lines, I’m not sure if there is a better example of sustainability in practice than Seventh Generation. From the company name to their product ingredients, down to the containers their soaps and cleaners arrive in, […]
Case Study: Patagonia While some companies incorporate sustainability practically into sourcing and shipping and others focus on the empirical side of things through product ingredients and consumer honesty, there is a third segment whose very brand essence relies on their inherent relationship to ethical consumerism and their perceived identity in the marketplace. Standing atop the […]
Working with catalogers and marketers of all kinds in all categories all across the country, it’s amazing how much a recurring theme manifests. No matter what they sell or who they sell it to, at some point in our creative collaboration, some version of the following questions arise: “How can we be more like the […]
Case Study: Crowd Cow Somewhere in no man’s land, between the entrenched forces of cooking meals at home on one side and ordering food in a restaurant on the other, lives a purchase variable that has been rediscovered in a big way: convenience. Walk into any apartment building, drive down any street, and you’re likely […]
You’ve all heard the doomsayers. The plaintive wails of prognosticators, tolling the bell for our beloved medium. They shout: The end is nigh! Catalogs are obsolete! Print is dead! Might as well call it a day then. Time to find a new line of work. Pulp all your print catalogs to line your hamster cages. […]
