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Connecting Brands

Forecast: Connected-Fragmented Brands

During a discussion yesterday, it dawned on me as to how close we are from the connected brands that we will inevitably become. With the thrust of open transparency driving awareness and conversation around business models, practices, development, and marketing, consumers are shattering the idea of brand and segmenting and fragmenting the role it plays [...]

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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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Rethinking the Super Bowl Spot

It’s that time of year again. The Super Bowl is this weekend and regardless of your team choice, one thing is certain, people LOVE the commercials. The Super Bowl commercial has become somewhat of a cultural phenomenon within our society, a little more so in the advertising world. It’s has become an event in and [...]

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Search+ Social Converging Means More Than You Think

The Interwebs are aflutter with the launch of Search+ (your world) from Google with discussions around unfair competitive advantages, stabs at Facebook, evolution of search, etc… I believe it’s a move that is the start of a new platforms, new behaviors, and new horizons for both users and marketers. Regardless of your thoughts about the [...]

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Technology is Great. But Don’t Over-commit

If you’re like me and you didn’t make the trip to Las Vegas this week, you have been plastered to the live CES coverage to see what new technologies are being announced, being demonstrated, and the reactions to industry pundits as to the next big thing. We’re seeing everything from voice-activated TVs, uber thin mobile [...]

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FutureCast Brand: Preparing your Brand

Looking over the FutureCast Brand series, we see that there are huge opportunities to get our brands to the next level; actually integrated within our consumer’s daily lives. By knowing where we are going, what our brand becomes and what arena we will be participating, we can develop strategies, interactions, and activities that propel us [...]

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Creativity in Connections

There’s no arguing that creativity comes with branding. The sleek, visual appeal of a logo, packaging or the way a store is laid out or how a consumer interacts with customer service all hints at decades of the blood and sweat of creativity. It’s an essential part of what a brand is and will become. [...]

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