Tag Archives: branding

Advertising is Illegal… Now what?

This outlandish notion may not be so crazy. Two reasons why: In 2007 mayor of Sao Paulo, Brazil banned outdoor advertising (see image) in an effort to clean up the city. A first, in what some consider, many legislative decisions to effect or ban the advertising industry. We know that people are only shoppers and [...]

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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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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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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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Branding v Advertising: The New Roles

Full disclosure, I’m a bit of a snob (or what I like to say, “Brand Passionate”) when it comes to certain products in my life… computing devices, cars, beer, and whiskey. Without mentioning names, one of my favorite whiskey’s, where I’m on an “order-by-name-in-mixed-drinks-on-the-rocks-or-neat” type of basis, started a huge advertising push with a new [...]

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a bright future

Future Casting and Your Brand

I’ve had the great opportunity to work on over 50 brands throughout my career; some small, some in the Fortune 100, but all had one commonality. Each brand that I’ve ever worked on has a written brand document on what the brand is supposed to be. Words like “Happy,” “Eager,” “Excited,” “Thought Provoking” plaster the [...]

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