Archive | January, 2011

Mimicry

Mimicry is all around us. As well as in the world of nature, mimicry abounds in bookshops, with more Harry Potter, Da Vinci Code or Twilight wanna-bees (at least from the cover picture and blurb) than you can fit in your BILLY. And, of course, if you have the good fortune to resemble any List-designation […]

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Brand Alignment-Are All the Cogs in Synch?

by Drew McLellan Your brand is not your logo….your brand is not your logo.  (tired of hearing me say that yet?) Your brand is the essence of your business.  From 20,000 feet  — it is who you are, why you exist, the unique value you offer your customers, how you behave, what you believe in, […]

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New Starbucks Logo: A Bad Idea?

Yes. The new Starbucks logo, which drops the company name is a bad idea. Dropping the “Starbucks” and the “Coffee” from their logo, and turning their symbolic mermaid into their well-known green coloring is not a strong enough change to create a usable “symbol only” corporate identity. Chief executive Howard Schultz has the right idea […]

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Future of Ad Agencies?

It’s been on my mind a lot recently. What is the future of advertising agencies? We still need agencies to make ads. Especially good ads. Like this one. Or this masterpiece. And if you believe that advertising cannot drive profitable growth, spend a few minutes enjoying this. That is not what’s on my mind. No, […]

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Targeting Ads to Individual Brains

Advertising is about awareness and resonance leading to engagement, desire and purchase. Savvy ad guys are constantly trying to improve our ability to understand, target and get inside the heads of target customers to optimize the efficiency and effectiveness of the memes and means of communication. Traditionally the tools for calibrating images, messages concepts and […]

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