Your Atomic Reaction
There’s a fine line between brilliant and crazy, between innovative and stupid - and between engaging and dangerous.
Out of Orbit: A Brand Named Desire
Some say Orbit cinnamon was the best gum ever invented. But now it’s gone. It’s a brilliant case study in how scarcity is a key motivator in triggering desire.
THREE LITTLE WORDS (AND PEOPLE ARE FREAKING OUT)
Establishing a credo can be one of the most powerful things a brand can create. It guides every brand decision and action. It keeps you and your employees grounded in the brand values. Sometimes those values are tested.
The 7 Commandments of Brand Design
When I talk about branding, I often talk about the 3 R’s: recognized, remembered and revered. The success of any brand can be measured by how well it has achieved those three simple words. But how do you get there?
The Shark and the Chumsicle
When feeding off new trends you have to strategize where you want to play. Do you want to be the first to sink your teeth in? Do you know where are you are in the food chain?
I'm Watching You
In business and design we often develop a products by thinking about our customer target and then creating something we think they will want. But often we land far off the mark and wonder what went wrong.
This Is Why You Need A Drone
Companies trying to create brand strategies internally are hampered by the same thing: a lack of perspective. They’re just too close. Strategic accuracy requires an aerial view
Just Keep Swimming
The athletic marketplace is looking a lot like a reef these days. With the imminent demise of traditional sporting goods retailer Sports Authority, there is blood in the water.
The Revolution Will Be Commercialized
Brands have always capitalized on societal trends. But many covet the prospect of having a deeper relevance, so they weave cultural trigger points into their messages.
You Both Win
The more distant our daily business transactions become, the more we need to reach out and touch people on a personal level.
Our Brand Is Crisis
Brands that are built on celebrity rise and fall on the actions of the ambassador’s associations. When that persons name becomes synonymous with a chaotic and negative narrative, is it any wonder the brand is damaged?
Going Small
There is a trend happening in the branding and design world. Large client companies are divesting themselves of their big agency relationships and hiring much smaller agencies. And the big agencies are freaking out.
The Road To Innovation Is Short
The pace of business today is brutally fast. To compete, it is critical that companies embrace innovation as a core competency.
