Last week I said the following to a fellow Schmidling (yes, that’s what we call each other): “Wow, we could really make their catalog sing!” What a strange idiom. Or is it? I love listening to my favorite musicians for a reason. Yip Harbor, who wrote Somewhere Over the Rainbow, offers the reason why. … Continue reading Marketing That Sings!
Tag: creative
Knowledge-Based Creative
Part 5: Left-Brain Creative Creative and analytics teams are drastically different disciplines, driven by different personalities and workflows, which means that merging them takes purposeful planning. The timeline is the first big challenge. The creative team looks ahead, creating new campaigns to be launched in the future while analytics teams review the past, examining what… Continue reading Knowledge-Based Creative
Knowledge-Based Creative
Part 4: The Physics of Creative What if I told you it’s possible to increase response by 5% or more? Sometimes returning to the proven foundations of effective catalog design can make that happen. Yes, the role of the catalog has changed over the last 10 years – dramatically. But what hasn’t changed is the… Continue reading Knowledge-Based Creative
Knowledge-Based Creative
Part 2: All Research is Creative Chris Hayes EVP, Brand Strategy Agencies and clients agree that research-driven customer insights play an important role in the development of effective marketing and creative campaigns. At the same time, I’ll bet relatively few think of research as a creative process or discipline. The fact is, all research is… Continue reading Knowledge-Based Creative
The Amazon Catalog – The Good, Bad & Ugly
Receiving the Amazon catalog in the mail seemed like an industry event. The biggest online retailer in the world mailing a catalog? For many of us that grew up in the catalog world, we felt vindicated; print is powerful. But with all the muscle in the world, how do you think their catalog stacked… Continue reading The Amazon Catalog – The Good, Bad & Ugly
BREAKTHROUGH CREATIVE
Creative Killers We’ve just wrapped up our 8-part blog series on “Breakthrough Creative.” Hopefully, we’ve given you ideas and examples of how to improve your brand’s creative efforts—from storytelling techniques, to tips on photography and copywriting, to research, to better use of data. I understand all too well that the hardest part is yet to… Continue reading BREAKTHROUGH CREATIVE
BREAKTHROUGH CREATIVE
Part 3: The Art of Simplicity Simplicity in marketing isn’t easy to achieve but making engagement easy can be fairly simple. That sentence is a brain twister, right? Let me untangle the words. ‘Simple’ and ‘Easy’ are two different things, and both are critically important when it comes to effective marketing. Simple means making something uncomplicated, like expressing… Continue reading BREAKTHROUGH CREATIVE
BREAKTHROUGH CREATIVE
PART 2: THE PHYSICS OF CREATIVE What if I told you it’s possible to increase response by 5% or more? Sometimes returning to the proven foundations of effective catalog design can make that happen. Yes, the role of the catalog has changed over the last 10 years – dramatically. But what hasn’t changed is the… Continue reading BREAKTHROUGH CREATIVE
BREAKTHROUGH CREATIVE
PART 1: STORYTELLING I’ve spent the last 35 years of my life doing one thing—thinking of creative ways for brands to get noticed. This includes crafting campaigns that connect emotionally with people, designing experiences online and offline that delight the customer, and telling brand stories that make people want to be a part of something,… Continue reading BREAKTHROUGH CREATIVE