It’s difficult but necessary to design for each channel as a unit of a whole – designing for each medium’s strengths. Because taking a great TV commercial and posting it on the Web as a microsite, doesn’t make a great website – yet that’s done even by some of today’s best brands (note: just because [...]
Tag Archives | marketing
How Do You Market Meaning?
Why is so much advertising creative driven by comedy, rather than tragedy? Is it because agencies want to associate their clients’ brands with positive messaging? Or maybe funny is easier to craft than sad? Whatever the case, from the first Got Milk TV spot, to today’s web-native masterpieces like Subservient Chicken, advertising in recent years [...]
What Brands (Should) Do
I took a slide by David Armano, and spun it differently, as a way to illustrate how brands use spokespersons, instead of their own customers. And showcase the individual, rather than the community. What Brands Do: (use spokespeople, rather than real people) What Brands Should Do: (take consumers, and put them front and center) [...]
Defining “young consumers” :: clichéd subcultures
When we talk about “Generation Y” or “young consumers” what do we really mean? Are we referring to just one segment? No, we’re grouping together a set of subcultures. Young people are always very, very different from each other. Now more then ever. Emo, Goth, Hipster, Prep, are cliched, but sometimes necessary ways to reference [...]
