The gimmicks creative angle: Promotional giveaways and eye-catching tricks such as clever folds in direct mail or an unusually located advertisement in a magazine can work if they are linked closely to the consumer. Running ads along consecutive… Read More

Sooner or later a brand leader has to shift its branding strategy from publicity to advertising. By raising the price of admission, the advertising makes it difficult for a competitor to carve out a substantial share of the… Read More

Take everything out of its regular context. Nina Marie Barbuto, Designer at Lubetz Architects

Brand presence is an image-management process that focuses on communication that is targeted, personal, and always relevant without compromising the integrity of the overall identity. Emotional Branding by Marc Gobé

Brand leaders should not look on their advertising budgets as investments that will pay dividends. Instead leaders should look on their advertising budgets as insurance that will protect them against losses caused by competitive attacks. The 22 Immutable… Read More

How creative do you have to be? Let’s forget about being creative and get on with the job of writing advertisements. The creativity is inherent in the process, but if you try too hard to make your ad… Read More

Advertising is probably the most creative industry you can work in. The reason is you have to come in every day and have a new idea. And that idea can’t be like yesterday’s idea. And if you don’t… Read More

Brands should advertise leadership. Leadership is the single most important motivating factor in consumer behavior. You can’t go wrong, consumers think, by going with the leader. The 22 Immutable Laws of Branding by Al and Laura Ries

Brand trust is a vague, but soft and safe form of product confidence that consumers feel when interacting with a brand that’s spent a ton of money on consistent, frequent interruptive messages. Brand trust is dramatically overrated. It’s… Read More

We are, as a species, addicted to story. Even when the body goes to sleep, the mind stays up all night, telling itself stories. Jonathan Gottschall, The Storytelling Animal: How Stories Make Us Human

When you say ‘Our product is better,’ what does the consumer really think when you make the claim that you produce a better product? They think ‘That’s what they all say.’ The 22 Immutable Laws of Branding by Al and… Read More

Design does matter. Being a designer is important. Because as a designer, we have the ability to design the world we want to live in. So I think it’s up to all of us to design something worthwhile…. Read More

As a creative person, you have to have a philosophy. You have to have something you believe in. If you don’t believe in a style or point of view in your work, you’ll never be a great creative… Read More

Most consumers want to buy the better product, most people buy the leading brand. Which in turn keeps that brand the leader and gives that brand the perception that it’s the better product. The 22 Immutable Laws of… Read More

If a consumer doesn’t think he has a chance to win (a contest or giveaway), he’s not going to enter. And one step further, if it isn’t fun to keep playing, he’ll walk. Permission Marketing by Seth Godin

Each of us enjoys shopping once in a while. If we enjoy shopping, we don’t mind being given ideas, updates, and information that will help us to shop. This is the attitude to adopt as you tackle each… Read More

Advertising is a powerful tool, not to build leadership of a fledgling brand, but to maintain that leadership once it is obtained. Companies that want to protect their well-established brands should not hesitate to use massive advertising programs… Read More

We all know that when big companies buy startups, at least half the time, they die afterwards. So big companies buy something for hundreds of millions of dollars, and then wind up selling it years later for tens… Read More

The person who gets the gig is the person who knows how to hang. Nobody hires you because you’re the best musician. Larry Legend. for CreativeMornings 

Never pay for jargon. Never hire jargon. Never use jargon if you can help it. Joel Marsh