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by Geoff Cunningham
Content Specialist
Whether you hate or love Miracle Whip, you have to admit Kraft has some proverbial branding balls to roll out its recent “We’re Not for Everyone” ad campaign.
You won’t find too many companies willing to shell out hefty advertising dollars for television spots that feature actor and celebrity testimonials that bash the very product…
By Taylor Luke
Senior Designer
Show Off Planet-Friendly Features Without Sounding Phony.
Turning the “green” trend into green profits has been an alluring fad ever since Al Gore stood on that mechanical lift pointing at flowcharts. At that time, the shift in environmental responsibility broadened from being touted only by granola-makers to something consumers were demanding of all products they…
By Peter Getman
Brand Characters are proven successful in becoming the voice of the brand. The Jolly Green Giant, Aflac Duck, Geico Gecko, Michelin Man and Tony the Tiger are several successful examples. Leading with a brand character as the primary medium to deliver the brand’s message pillars requires the character’s personality and the manifestation of this personality to be…
Can your brand’s consumer packaging design be at the crux
of your brand’s go-to-market strategy?
It’s possible. And I believe it’s timely example. Think about this.
What do your customers do with your retail package, the container itself, after they’ve consumed your brand? Recycle it hopefully, assuming it is recyclable. But wonder if your package container had a post consumer…
Playfully I wrote in one of our website’s billboards, “Strategic Creative Is When Cool Meets Revenue.” It’s true, if your brand is positioned to make future-history, it is based on sound strategic creative.
The strategic part is the science behind your marketing communications. It’s the structure for your argument that is ultimately captured and uttered creatively.
To laser focus the…