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Advertising News and Know-How
Technology that ushers in sweeping societal changes ought to come with a warning, but that's fanciful thinking in unregulated America. On these brave shores, we believe in self-reliance and self-regulation, prolonged fantasies both. I often wonder, did Steve Jobs know what he was unleashing with the iPhone because the impact has not been all good. For example, I use facial recognition technology to log on to the …
Continue Reading about IBM Thinks Bigger; It’s In The Company’s DNA To Do So →
Exceptional brands create culture, but most brands reflect culture. Reflecting the culture since mid-March has been a creative challenge, given that millions of people are stuck at home and fearful for their health and economic well being. To make matters much worse, one week ago today, a Minneapolis cop was caught on video murdering a nonviolent man—an act which has led to peaceful protests, plus burning and …
Continue Reading about Brands Pause to Acknowledge the American Melee and Register Their Sadness →
Tech evangelist Guy Kawasaki's new podcast, "Remarkable People," continues to bring interesting authorities to the fore. This week's episode features professor, author, and consultant, David Aaker, "the godfather of branding." Aaker is a professor emeritus of the Haas School of Business of UC Berkley, the vice-chairman of a marketing and branding firm called Prophet, and an executive advisor to the Japanese …
Continue Reading about David Aaker on the Power of Stories to Shape the Discussion →
"People That Know, Know BDO." Thanks to the rhyme, it's an easy line to say and recall. That doesn't mean it's a good line. A good line would tell us more about the "people that know," and we'd know what BDO is and does, as well. Because acronyms are practically unknowable, a business that uses them must work extra hard to make the letters stick and make sense. There's only one IBM. Even HP spells out …
Continue Reading about “People That Know, Know BDO.” Is That So? →
Humble. That's for the other guy. Marketing communications is about making bold moves and persuasive creative that builds brand value. Marcom is about shining a bright light on the one reason why the product or service in question matters. For years, the best brand communicators deftly approached the problem with wit and charm. The worst offenders, on the other hand, just stood there and pounded their …
Continue Reading about It’s the Perfect Time for Reinvention and A New Humility →
Chaco, the outdoor lifestyle footwear brand, has shifted the focus of its Michigan-based ReChaco factory and mobile factory bus from sandal repairs and product customization to the production of face masks and other critical protective equipment needed by healthcare and other first responders working through the COVID-19 pandemic. After Michigan issued a statewide stay at home order on March 23, 2020, Chaco moved …
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