Who knew my recent column in Adweek about taglines would have sparked such interest?! The piece, in which I share my perspectives on the changing role and nature of taglines, prompted many people to comment and share their own insights. Here is a sampling of the reactions: […]
When Adweek editor Jim Cooper asked me to write a Voices column for his magazine, I knew immediately the topic I wanted to discuss: taglines. Given how much creative and media has changed in recent years, it makes sense that those haiku-like brand sign-offs would also evolve. As I researched the topic, I found some […]
(“brand book bites” are book write-ups that highlight the most interesting brand stories in the latest best-selling books. Subscribe to my feed so you don’t miss these regular bulleted briefings on the books I recommend.) – the book: Converge: Transforming Business at the Intersection of Marketing and Technology – the ultimate business card for Razorfish, […]
brand-as-business bit: For an upcoming virtual book tour that I’m blogging for, I’ve been reading Converge: Transforming Business at the Intersection of Marketing and Technology by Razorfish execs, Bob Lord and Ray Velez. The book talks about how to use technology and data to improve your marketing. It reminded me of a piece I […]
brand-as-business bit: A recent piece in Businessweek got me thinking about the customer purchase decision process prior to the shelf. The article by Sam Grobart reported on Motorola’s measly ad budget compared to Apple‘s and Samsung‘s at $1BB and $4BB respectively (ironic that a $500MM campaign is considered inadequate — but that’s another blog post.) […]
brand-as-business bit: How did Get Lucky, the catchy pop single by Daft Punk, get to be considered the hit song of the summer? According to a write-up by Eric Spitznagel in a recent Businessweek article, the group and its producers employed smart marketing strategies that provide inspiration for all marketers: media selection – Daft Punk […]
(“brand book bites” are book write-ups that highlight the most interesting brand stories in the latest best-selling books. Subscribe to my feed so you don’t miss these regular bulleted briefings on the books I recommend.) – the book: Youtility: Why Smart Marketing Is About Help Not Hype – a helpful read about helpful marketing – […]
brand-as-business bit: When the folks at HBR Blog asked me to write a piece about why are so many celebrities now ‘Creative Directors,’ I had a lot of ideas and insights about the changing nature of the brand/celebrity relationship to share. But actually progressive companies have actually engaged this kind of celebrity partnership for years. […]
(This is the third and final post in a series about Google, the flexible brand. My first two posts covered the ways in which Google has traded rules for flexibility in its branding and brand architecture. Now I turn to the reason behind Google’s approach.) The practice of brand-building is guided by proven principles – […]
(This is the second installment in this series on Google, the flexible brand. In yesterday’s post, I discussed how Google challenges branding conventions with its logo.) A well-designed, well-implemented brand architecture has provided a solid foundation for many companies. Google is no exception – well, except that its brand architecture strategy seems quite unconventional. […]