By Peter L. Getman
sophisticated man about town
The Holy Grail in brand ubiquity is when your brand name symbolizes an entire market category. Only then can your brand also become a verb.
Xerox it. FedEx it. Google it.
Fax it?
Alexander Bain patented the basis of what would become the fax machine in 1843. During the 1980s, the facsimile…
By Peter Getman
Principal Brand Director
I enjoy picturing our clients’ competitors totally miffed and wondering, “How do I tell my CEO this one?“
That’s what you’re really after, isn’t it? You want to beat the snot out of your competition. And so do we.
It’s this competitive charge, this legal high, that can differentiate a branding agency’s creative.…
By Peter L Getman, Principal Brand Director
MicroArts Creative Agency
I had a good healthy childhood. Despite my many endeavors, sports and personal ambitions, my parents were always proud of me for trying my hardest. Like many parents, their mantra was “doing your best is all that matters.”
As a result, I grew up ready to try anything. (And still…
By Peter Getman, Principal Branding Director
MicroArts Creative Agency
Ninety-nine percent of all brand communications boils down to a single primary objective—drive new revenues.
So get to the point.
Leverage this common sense brand strategy into your brand development.
Answer these nine simple questions:
1. What business is your brand in?
2. What is your brand’s difference?
3.…
By Peter Getman, Principal Branding Director
MicroArts Creative Agency
As a branding agency, perhaps our favorite assignment is to dream up the big idea—the idea that can move the masses to adopt one brand over another.
For me, it’s utterly intoxicating to see this developed idea become the seed of what eventually becomes brand ubiquity. [What’s brand ubiquity?]
Sometime that…
By Peter Getman, Principal Branding Director
MicroArts Creative Agency
The idea of brand ubiquity evolved from a fascination with brands and the place they reside in our brains.
Every day, we are surrounded by brands that elicit an immediate and visceral response in our heads—and sometimes not always in a good way. But the most successful brands carve out a…
Lizzie Ormiston
Practice Director for Internet Ubiquity
MicroArts is writing a book.
It’s called UBIQUITY, a book about game-changing Internet marketing strategies, events, tactics, eureka moments and decisions that have resulted in or are aiming for success. For whom? For CEOs, entrepreneurs, marketing types, agencies and everyone in between who is looking to spark their next big idea and maximize…
