August 2013 09
Apple Seed Innovation
Posted By : Michael Giardina
Comments Off on Apple Seed Innovation

A biological study on animal behavior observed that “when a territory holder is challenged by a rival, the owner almost always wins the contest.” The study furthermore revealed that, “animals, including people, fight harder to

August 2012 06
The Precautionary Principle of Marketing
Posted By : Michael Giardina

In 1999 there was a meeting of prestigious environmentalists and academics promoting a theory of thought around environmental policymaking called “The Precautionary Principle”. In its strictest sense, and broken down to its most basic tenet,

May 2010 27
The Community Behind Your Brand
Posted By : Steve Friedman

A Discussion About Personalization and Community At a recent Mediabistro conference, innovative women across diverse industries came together to discuss the state of media today and where it’s headed. From speaker to speaker, two key

April 2010 12
The Art of Abandonment
Posted By : Jeannie Chan

Recently, I noticed a new something. Perhaps it’s nothing, or perhaps it’s the beginning of a new fad in the world of advertising. Two major brands have been using self-deprecating  humor, by abandoning their past.

January 2010 18
Is Pepsi the Newest Real Thing?
Posted By : Thomas Gilmore

Pepsico Throws Back with Real Sugar Pepsi and Mountain Dew I’m a little confused. Isn’t Pepsi the choice of a new generation—the opposite of Coke’s “Real Thing”? Although the cola was first introduced in the 1890’s,

January 2010 14
How Far Can A Brand Stretch?
Posted By : Thomas Gilmore

Ritz Opens Fun with Glitz and Sub Brands OK, I get it. Ritz is the King of Crackers (it’s alright, folks. I don’t have a cracker obsession, but my kids might). The flaky, buttery cracker’s—first

January 2010 10
Clean Clothes Never Go Out of Style
Posted By : Thomas Gilmore

Procter & Gamble Bets on Clean It’s hard to live in Cincinnati without following Tide laundry detergent—at least for a branding and design professional. Initially introduced in the 1940’s “America’s Washday Favorite” has become an