The best brands prosper and grow during challenging times by innovating better than others.
The best brands prosper and grow during challenging times by innovating better than others.
Sometimes we have premium branding opportunities right before our eyes...and don't even know it!
Heard any good jingles lately? I’ve been noticing more and more recently. Not all of them good, mind you, but real jingles, nonetheless. Some of these include efforts from Free Credit Report.com, JG Wentworth and McDonald’s, among others. It seems there’s a resurgence of custom advertising tunes, or “jingles,” being used again in TV...
Sure, it’s been hot outdoors just about everywhere this summer. Here’s something that’s hot for many brands: outdoor, also known as out-of-home, or billboards. Outdoor has always been a favorite media of mine, due to it’s challenging creative canvas: you basically have room for 7 words or less to make an impression that lasts...
Does the name James Dyson ring a bell? It should. As the inventor and marketer of revolutionary Dyson Vacuums, Mr. Dyson has cornered the market on unconventional thinking for a very conventional task–vacuuming carpets and rugs. Mr. Dyson’s fresh, new approach to the technical aspect of dust removal and collection proved that if you...
There are a variety of premium brands I’m fiercely loyal to. Mobil 1 Oil. Mirado Black Warrior Pencils. KTM motorcycles. All of them share premium traits like impeccable performance, superb fit and finish and long-lasting quality. But few brands impress or excite me more than my favorite place for gasoline and sundries—QuikTrip. Do you...
Too often, premium brands become content with their position in the market, and are satisfied to simply plonk along, year after year. They rarely step out, or stretch any true boundary to further refine their image or grow their share. Brands like this could learn a thing or two from Betty White. Have you...
Years ago an assignment came across my desk to create some “indoor” advertising for a client. A little investigating revealed that “indoor” referred to bathroom/urinal ads. This was uncharted territory for us at the time so we attacked the job eagerly, crafting clever, pun-filled creative to make the most of this new environment. Today,...
I’m what you call a gear head. A car and bike nut, if you will. I’ve been crazy for fast cars and motorcycles since I was a kid. So when the Internet came along, and with it sites like eBay, I was as happy as a pig on ice. Why? Because suddenly, my hobby’s...
These days, every brand and their pet logo is leveraging the new world of social media for some type of promotion . From Facebook pages to Twitter Feeds and iPhone apps, countless brands big and small are leaping into the social fray with creative offers designed to engage their constantly connected audiences. But, what...
