Tag Archives: brand

Same Message; Different Brand

While spacing out during the commercial break of Seinfeld reruns, I caught myself entranced in a commercial. A highly inspirational storyline with an edginess to its cinematography and visualizations. I found myself remembering where I’d seen this before and recounting the advertiser and message as well as the emotional, inspirational feeling I’ve had while watching [...]

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Why Pepsi will Succeed

Pepsi has been all over the Interwebs lately, due to their new “Live for Now” campaign. It has definitely intrigued me as an avid follower of brands and brand shifts. I think it is a transformational point in what a brand is and what it stands for. For years, I’ve been calling for brands to [...]

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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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Connect the Dots: Volume 1

“Connect the Dots” is a new series where you can gather actual, tangible insights from the blackwhalegroup team on a weekly basis.  Here you will find our favorite, most compelling articles, stories, and blogs we read each week with specific insights to help you drive your brand strategy through the evolving world of digital. Please [...]

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Competitive v. Creative

Competitive companies focus on features of their products, speed of their services, and low price as value. They think profit first, customer second. They have an advertising mind in a branding world. They thrive on scale and fear engagement. They let technology lead instead of support. They are always playing catch up. Creative companies value [...]

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FutureCast Brand: Measurement & Optimization

During the FutureCast Brand series, we’ve looked at the opportunity that brands have in front of them: truly understanding their core value, developing an End State of what they will become, completely understand their individual consumers (behaviors, passions, communication methods, etc.), then mapping out each touch point to marry the brand values with consumer passions, [...]

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