THE TRUTH ABOUT WHAT WORKS* IN DIGITAL* MARKETING

In an alluringly-titled but complicated article published in Advertising Age last week [1], there is good news: Yes, Martha, digital does sell soap. Then, the asterisks and qualifiers start. But even in these, there is interesting learning. The general focus here is what the world’s biggest marketing [...]

By |2017-05-30T18:46:50-04:00June 26th, 2012|Creative, Research|Comments Off on THE TRUTH ABOUT WHAT WORKS* IN DIGITAL* MARKETING

REVISION TO: THINKING OUTSIDE THE GRID

I hate it when truth gets in the way of a good story. I recently had a long and interesting chat with the senior marketing person at Audi Canada during the period I wrote about in an Oct 5th post on this blog. Now I need to revise my [...]

By |2017-05-30T18:46:51-04:00November 9th, 2010|Creative, Graphic Design|Comments Off on REVISION TO: THINKING OUTSIDE THE GRID

THINKING OUTSIDE THE GRID

Marketing gurus and practitioners are constantly talking about how vitally important it is to project a consistent brand image. And it is. Everyone understands this best at the literal level, which has resulted in the creation and enforcement of corporate or brand identity guidelines. These can [...]

By |2017-05-30T18:46:51-04:00October 5th, 2010|Creative, Graphic Design|Comments Off on THINKING OUTSIDE THE GRID

WHAT DOES YOUR BRAND STAND FOR?

As both marketer and consumer, I’ve always been attracted to brands that stand for something beyond making money. How a brand handles adversity (product or service problem in the market), or any controversy, is a very good indicator of the values of the company and [...]

By |2018-05-18T13:14:12-04:00August 12th, 2010|Creative, Strategy|Comments Off on WHAT DOES YOUR BRAND STAND FOR?
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