Art is not what you see, but, what you make others see Edgar Degas
The secret to how these brands managed to own the category word: They were first, plain and simple. You can’t become generic by overtaking the leader. You can only become generic by being the first brand and establishing… Read More
(With any data-collecting giveaway or offer) Consumers must understand from the first day that the marketer will be watching their actions and will be using the data to send focused, relevant, personal messages to them. Why? Because without… Read More
Products with little support in advertising rely on the strength of their packaging to attract consumer attention and the favor of retailers, sometimes with great success. But packaging can also be the most powerful element of large-scale brand… Read More
Go back in history. By far the most successful brands are those that kept a narrow focus and then expanded the category as opposed to those brands that tried to expand their names into other categories. The 22… Read More
You don’t know what’s going to work. You can’t go and build the final product. You have to build the prototype. You don’t know how people are going to use something. Michael Bloomberg, Mayor of New York CityQuoted… Read More
Advertising is about the power of reduction. The power of taking a very complicated thought and reducing it down to 30- 40- 60- seconds. It’s genius! And I love the fact that 60 seconds can not only change… Read More
Part of the attraction of the (airline) miles programs is that they offer users a sense of mastery. It’s easy to feel smart about the way you’re using miles. You can misunderstand and even try to beat the… Read More
Many branding programs are almost devoid of credentials: ‘tastes great, saves money, whitens teeth, easy assembly, bigger, smaller, lighter, faster, cheaper…’ While many of these benefits may be of general interest to prospective customers, they each lack credibility… Read More
When you work with people who are different than you, I think it’s brilliant because you’re constantly getting people who are rubbing up against each other and saying interesting things and coming with a different point of view…. Read More
Everyone has an opinion about packaging, and a package redesign never goes unnoticed. For certain products we have a very strong perception of what the packaging should be like and will not forgive a marketer who makes the… Read More
Never forget leadership. No matter how small the market, don’t get duped into simply selling the benefits of the category early in the branding process. There are also the long-term benefits of leadership. Because once you get on… Read More
We need people who are specialists. We need great writers. We need great art directors. We need people who understand how to make something look and feel brilliant. The idea of being a generalist, I think is a… Read More
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