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Campaign Mindset in a Branding World

It’s easy to do… The short term vision of the top line vs the bottom line. With the recession still looming in the back of our minds we have become a bit gun-shy in investing in something that boosts long term profits while reducing short term sales (even though we know that the long term [...]

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Community or Commodity

There has been something that’s been bugging me for the past few years. This is the word “community.” It has quickly become one of the most overused and improperly utilized words in the business buzz word dictionary. Why? Self-proclaimed “social media gurus” have diminished the absolute power of what a community is by associating anyone [...]

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What Business Ideals Mean to Branding

Each of us is different; each individual, each community, each religion, each society… Some more different than others. Some afraid of showing these differences, some who embrace them and scream from the mountaintops. These differences are the very thing that both bonds us as well as tears us apart. These differences (or similarities depending on [...]

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Tour de BBQ

Tour de BBQ Digital [Client]

This year the Tour de BBQ campaign, “How Far Will You Go to Fight Cancer?” is one that elicits a certain emotive response for many different segments, cancer survivors, families battling cancer, philanthropic cyclists, and a massive community bonding together for a specific cause. Throw in a cycling event revolved around BBQ and you have [...]

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Lifestyle - Brand

To “Brand” is to Define Oneself

A lot of thoughts come into one’s mind when brought the word “Brand.” A logo, a slogan, an experience, a promise, a cool symbol, a color, a habit, the list could go on. All of which is something that we as marketers create and push to the consumer. Even at the experiential level, we delicately [...]

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Crowdsource, Collaboration

True Crowdsourcing: Direction, Facilitation & Collaboration

As we are closing in on tapping into our collaborative community for another client-partner project, I’m reminded about how many variables go into success of a project. Not only is there the whole time and budget things to worry about, but the creativity, functionality, experience, usability, brand consistency, message elicitation, emotional connectedness, etc. that we [...]

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Brand Strategy Breakfast Conversation

Brand Strategy: Who Owns the Brand?

I had an amazing potential client-partner conversation this morning where we were discussing brand strategy and the future of his particular brand; as well as the future of branding in general. The discussion, though brief, was a great exchange between current v. future. The question arose, who really owns the brand? I think in today’s [...]

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