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Category Archives: Advertising
Gap’s Short-Lived Logo Revamp
You may have seen the latest branding faux pas in the headlines the past several days. You know. The clothier who pulled a Tropicana – now a buzz phrase for brand design flops. Since Gap revealed its new logo on October 4, the new mark designed by Trey Laird and his team at Laird and Partners has created quite a stir among brand loyalists and designers.
Tags: Branding, creative thinking, Design, identity, strategic 6 Comments
Selling Fear
What are you afraid of? Losing your job? Becoming insignificant? Facing something you’ve never done before? Falling out of (or in) love? Threats to your family’s safety? Becoming old and alone? Read that paragraph again. Most of us have a strong emotional reaction to those threats. That reaction causes physical changes. Our pupils dilate a [...]
Tags: Advertising, Marketing 1 Comment
The Buzz About Buzz Marketing
At the end of a recent seminar, I was asked to define “buzz marketing.” I believe my response was something to the effect, “It’s viral marketing. It’s getting people to talk about your product or service. Buzz marketing is creating buzz.” I thought my definition helped to answer the question at the time, but when [...]
My DVR’s Impact on Your Brand
OK, I admit it – I’m a fan of “American Idol.” (Yes, I know, here comes the grief!) When I can’t make it home at 8pm, I record the show on my DVR and watch it when I have a free minute. Honestly, I prefer watching it at a later time so I can skip [...]
Tags: Advertising, Marketing 2 Comments
The Death of Spin
Like a wobbly top teetering toward collapse, the use of “spin” is slowly winding down. We’ve seen too much infomercial hype, too many politicians twisting the truth, and too many tabloid claims to believe everything we’re told. Sixty years ago, we were naïve enough to believe that cigarettes were good for us. Today, we take [...]
Tags: Advertising, Brand, Marketing, Social Media No Comments »
Are you holding your campaigns accountable?
In the old days, advertising budgets were apparently bottomless. Companies poured money into funny, entertaining campaigns that won lots of awards for the agencies that produced them. Media buys were planned out months in advance, and adhered to for the duration of the campaign – no matter what. And clients were told that, somehow, someway, [...]
The Advantage of Authenticity
We live in a world of hype. Every day we’re bombarded by thousands of messages – commercials, billboards, search ads, print, on-hold, pre-roll and banners, point-of-purchase, spam and more. Buy me! Look at me! Hear me! Visit me! Everywhere you turn, someone is shouting. The hype mongers have blunted our ability to feel. I skip [...]
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