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 [...]
Entries Tagged as 'marketing'
How Do You Market Meaning?
August 23rd, 2008 No Comments
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 [...]
Tags: advertising · emotion · marketing · narrative
What Brands (Should) Do
May 30th, 2008 1 Comment
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) [...]
Tags: brands · communities · marketing
Everything I Need To Know About Marketing I Learned From Prince
May 1st, 2008 2 Comments
A bunch of bloggers have responded to a meme about the impending 10th anniversary of The Cluetrain Manifesto — a set of 95 theses proclaiming that the business world needs to humanize and be more communicative with consumers. Now, pardon me if that brief synopsis wasn’t accurate — I’ve never actually read Cluetrain, just have [...]
Tags: 95 theses · advertising · business design · cluetrain manifesto · forrester · generation gap · generation y · groundswell · marketers · marketing · social computing · social networking
Defining “young consumers” :: clichéd subcultures
April 4th, 2008 2 Comments
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 [...]
Tags: data · demographic · gen y · Gen Y Design · marketing · youth subculture
The coolest shyt I’ve ever seen: Modernista’s website
March 28th, 2008 No Comments
Modernista! is a Boston-based full service agency with a Web site that puts those of most large interactive agencies to shame. It evokes an incredulous response when you first open it up — “is this really a website???” The fully functional left hand navigation menu brings you to the agency’s portfolio not by linking you, [...]
Tags: agency · interactive agency · marketing · modernista · social web · web design
Executives: Bring Back the Old Fashion Suggestion Box
February 6th, 2008 No Comments
So many large organizations today have executives and managers that focus all their time and effort on evangelizing, rationalizing and internally marketing corporate strategy and decisions among employees. With internal blogs, memos, company meetings. Bruce Temkin would probably call these types “psychotic.” It’s a logical thing to do when you need to get an army [...]
Tags: advertising · business strategy · corporate communication · marketing
