The Wipe Out
As entrepreneurs and creative professionals we may start a project, a product, a business that gets wiped out. Clients lost. Customers vanish. What happens next?
The Brand from the Black Lagoon
Brands can learn something by observing how Hollywood approaches classic films. What’s the difference between classic and dated? Is there an aspect of your brand that is due for a remake?
Going with the Flow
The copy on many business’s websites just crows about themselves. Our services. Our products. Our processes. That’s a problem.
That Sinking Feeling
A brand that isn’t built on a solid foundation is sacrificing the ability to grow brand equity over time. Don’t let it happen to you.
Your Pedal to the Metal
There’s a saying, “If you always do what you've always done, you'll always get what you always got." If you're not satisfied with what you've always gotten, then something's got to change.
This How You Pack a Punch
Major social media stars with millions of followers are increasingly perceived by their audiences as less “authentic”. This defeats the whole purpose of using influencer marketing. What’s the solution?
You're Making Too Much Noise
The amount of noise that we have to filter today is ridiculous. The signal that we want to hear, that holds a meaningful message, is getting harder to discern.
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?
Your Wolf Pack
What can you learn from wolves that will help you succeed in your business? I'll tell you, and it's not what you think.
A Smell That Will Make You Money
Scientists have proven you are 100 times more likely to remember something that you smell than something that you see, hear or touch.Now brands are increasingly putting the power of scent to work.
A Close Shave
Blind loyalty to a brand can come back to bite you. I’ve known I’ve been getting ripped off for a while. But I just never did anything about it. Now I feel violated.
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
The Prince Needs A Logo
He sent me a detailed project brief. I sent him a proposal. He accepted it no questions asked. I thought this was a little odd, but I told myself everyone deserves an easy client once in a while. Don’t they?
All The Feels
Branding 101: When you speak to someone’s emotional center rather than their logical mind you solicit a response that is stronger, deeper, longer-lasting and primal.
Video Is The New Black
It's estimated that 80% of all content consumed on the web will be video by 2020. To the entrepreneur, brand owner or creative professional, “video is the new black”. The once nice-to-have is now a requirement to remain competitive.
A Hamster Wheel In The Forest
If you take a proven concept and place it in a new context, you may find out things about your audience that you didn’t know. What actually motivates them. What they are really thinking. Why they are responding the way they do.
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.
Under Your Skin
Branding is a lot like tattooing. It’s far better to think it through and make the investment than to cobble it together bit by bit.
A Better Mousetrap
Peanut butter is the ticket with mice. The trick is to put the trap out without setting it and let them get used to eating from it. Then one day you set it. Brands do the same thing with us.