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Brand Identity: Walk Your Talk

August 16, 2018

Never confuse your logo with your identity. A brand is the “name, term, design, symbol, or any other feature that identifies one seller’s goods or service as distinct from those of other sellers,” according to the American Marketing Association. A brand’s identity, however, is the sum of attributes, values, purpose, strengths, and passions. A brand’s … Continued

Never confuse your logo with your identity. A brand is the “name, term, design, symbol, or any other feature that identifies one seller’s goods or service as distinct from those of other sellers,” according to the American Marketing Association. A brand’s identity, however, is the sum of attributes, values, purpose, strengths, and passions. A brand’s … Continued

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Clutter Makes Noise

July 12, 2018

In 1970, Canadian media philosopher Marshall McLuhan wrote of a “big flip taking place in our time.” He described humans caught in a rapid environmental changeover from “the eye to the ear,” suddenly confronted with the problems of living in an “acoustic world” – a world of simultaneous information. In an acoustic world, our ears … Continued

In 1970, Canadian media philosopher Marshall McLuhan wrote of a “big flip taking place in our time.” He described humans caught in a rapid environmental changeover from “the eye to the ear,” suddenly confronted with the problems of living in an “acoustic world” – a world of simultaneous information. In an acoustic world, our ears … Continued

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Own Your Mark!

May 22, 2018

To trademark a thing is to attempt to make it timeless – and defensible. Trademarks, however, weren’t always around. For millennia, no one truly owned what they made. The Parliament of England passed the first trademark law in 1266 under the reign of Henry III, requiring all bakers to use a distinctive mark for the … Continued

To trademark a thing is to attempt to make it timeless – and defensible. Trademarks, however, weren’t always around. For millennia, no one truly owned what they made. The Parliament of England passed the first trademark law in 1266 under the reign of Henry III, requiring all bakers to use a distinctive mark for the … Continued

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When it comes to taglines, “JUST DO IT.”

April 17, 2018

David Ogilvy, the 20th century King of Pithy, wrote, “You can’t bore people into buying your product.” Wherever there is competition, there will be a need for brands to rise above the noise. Advertising, if nothing else, is the craft of fending off consumer boredom – logos, spokespersons (or spokesducks), and jingles, are all in … Continued

David Ogilvy, the 20th century King of Pithy, wrote, “You can’t bore people into buying your product.” Wherever there is competition, there will be a need for brands to rise above the noise. Advertising, if nothing else, is the craft of fending off consumer boredom – logos, spokespersons (or spokesducks), and jingles, are all in … Continued

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Samsung Invites You To #DoWhatYouCant

May 3, 2017

Samsung’s “Ostrich” commercial is a well-crafted metaphor, aimed squarely at inviting the hesitant, technology-timid consumer to embrace the Next Big Thing in home entertainment technology: Virtual Reality. The genius of the ad lies in its message, one that speaks to a common fear of the imagined isolation of the VR experience, and flips it. Samsung … Continued

Samsung’s “Ostrich” commercial is a well-crafted metaphor, aimed squarely at inviting the hesitant, technology-timid consumer to embrace the Next Big Thing in home entertainment technology: Virtual Reality. The genius of the ad lies in its message, one that speaks to a common fear of the imagined isolation of the VR experience, and flips it. Samsung … Continued

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