Give lucid statements to strong ideas
At the risk of dating myself, I’ve been in the business of creative production for some 30 years. Over those years I’ve seen astounding changes in the framework from which we go about producing that thing we call “creative,” an
Who is the face of your brand?
I recently walked into a mountain town restaurant for breakfast, the name of which will remain anonymous to protect the clueless. I was greeted promptly by a young man who looked like he just got out of bed. His hair
Oh, the Hyperbole
This is an incredibly powerful blog. You will only describe it as amazing. It will astound you with its brilliance. It will blow your mind. It will change your life. If you have dreams it will make them come true.
Email marketing: how often is too often?
I once ordered a pair of pants from Brand X. They are a fine pair of pants and I look fabulous wearing them. I once ordered a shirt from Brand Y. It is a fine shirt and, of course, I
How to Create an Effective Billboard
As the digital revolution has fragmented, revolutionized, and sometimes marginalized traditional media, there is one medium that has remained relatively unscathed and virtually unchanged: ye olde billboard. Known as outdoor advertising in the jargon of the industry, billboards still provide
To Blog or Not to Blog.
If you’re reading this, you’re obviously browsing a blog. You’re spending time here because you have some interest in what I have to say. And perhaps you’re considering blogging yourself, but you’re not sure why you should or how to
On mascots, characters and spokespeople.
In the heyday of the “Burger King” the fast food franchise managed to take creepiness to a whole new level as its vaguely disturbing mascot jumped out at you from behind doors, disrupted football games and showed up in your
Ubiquitous Branding
I recently acquired a new Toyota 4Runner. While admiring its clean lines and snappy red color, I noticed something: nowhere on the exterior of this vehicle does the word Toyota appear. The word 4Runner is displayed prominently, as is the
Is it Raining?
So, here she is: the perfect paragon of the target audience, perkily bouncing around her living room, engaged in what appears to be a highly satisfying conversation with . . . . . . her iPhone. “Siri?” she chirps. “Is that rain?” At
Increase Email Marketing Response With More Powerful Subject Lines
So I have this spam filter, cleverly designed to recognize, weed out and capture emails from people I don’t know, selling me things I don’t want. Every day I get a report from spam central, showing me a list of