Posts Tagged ‘Advertising’

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 prevent losses than to achieve gains.”  This phenomenon was extrapolated on in Daniel Kahneman’s book, “Thinking Fast & Slow”, which [...]

The Precautionary Principle of Marketing

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, the principle states that “ultimate precaution should trump all other considerations in future

The Community Behind Your Brand

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 trends kept working their way into the conversation:

Points of Connection in the Relationship Era

It is a Fundamental and Immutable Law of Marketing: Begin with a Deep Understanding of Your Customer. For years, this concept has been preached as a key ingredient to marketing success and an important means to an end. The idea has been to take whatever the marketer can find out about its customers and leverage [...]

The Art of Abandonment

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.

Is Pepsi the Newest Real Thing?

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, this is a brand that challenges convention and attracts youth. Don’t get me wrong. I’m an advocate for the power [...]

How Far Can A Brand Stretch?

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 introduced in 1934—have always been about wealth and glamour.

Clean Clothes Never Go Out of Style

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 iconic brand and a