Don’t run after a bus

The 2000 Year Old Man (by Mel Brooks): Don’t run after a bus. There’ll be another.   We sometimes get caught up chasing after trends. Some trends shape the marketplace. Online shopping. Social media. While some trends are just fads. Remember when everybody put QR...

Advertising is herding cats

People don’t go in the direction you want them to go merely because you tell them to. They go where they want to go, based on their whims at any given moment. Sometimes they’re glad to see you. Other times not so much. Sometimes they’re immersed in what you’re doing....
The perfect ad

The perfect ad

Millions and millions are spent trying to develop the perfect ad that will reach exactly the right audience at the right time with the right message that will get them to buy a product. Brand Managers provide sales data and competitive reporting. Focus groups and...

The most important element of your brand

Brand Promise Brand Relationship Brand Vision Brand Style Guide Brand Portfolio Brand Delivery Brand Standards Brand Personality Brand Experience Brand Identity Brand Architecture Brand Names Brand Color Scheme Brand Tone of Voice Brand Iconography Brand Platform...
The difficult truth about branding

The difficult truth about branding

People don’t really care about your brand. Not one bit. They don’t care how much effort you’ve put into developing your value proposition or positioning statement. Most people will barely appreciate the fantastic imagery you shot, the crafted designs that adorn your...
The death of competitive advantage

The death of competitive advantage

Does having so much information and so many choices actually make it harder to make a purchase decision? We can scour the web for countless reviews, product details, FAQs on performance. The “long tail” ensures that there are products for a near infinite...