It’s The Behavior Pathway, Stupid!

Screen shot 2011-08-08 at 3.19.47 PM

Here’s an important question: Why do agencies have such a hard time creating truly integrated work that resonates with people? It’s because most still think in terms of brands and projects, not in terms of audience behavior and interest. You know I’m right. As much as they try to avoid it, most agencies are guilty [...]

Water in the Digital Desert

Still a sock monkey in the desert

I was talking with a friend today about the way agencies view and approach the idea of digital communication. Digital is no longer a new discipline, of course. The majority of Americans have been living digital in some way for over a decade, and the majority of agencies have been trying to make sense of [...]

Curation. It’s Not Just For Museums Anymore!

curator_large

I’m sitting right now on a flight to San Francisco, amazed at the modern ability to communicate instantly with my tens of followers (thanks GoGo Inflight, even though your download times are abysmal). Anyway, I had the opportunity to catch up on a little reading and chose a Brian Solis article called The Curation Economy [...]

Brand To The People!

Brand Power 2 the people

If you’re a brand marketer, you need to realize something critical about that brand you lovingly build and maintain. It’s not yours anymore. That’s not necessarily a bad thing, but it could become so if you aren’t the sharing type. There’s been a sea change over the last decade, and it has to do with [...]

There It Is. Crowdsourcing For Television

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I recently published a post on Crowdsourcing (Crowdsourcing. In Bb) for Logic and Lightning, and was surprised at the number of responses the topic generated. If you’re a newbie, you should know that Crowdsourcing is a relatively recent phenomenon made possible mostly by the Internet and social media. Basically, it’s a “group rules” mentality akin [...]

Tha’ Jingle Is Back, Jack

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Surprise. The art of the advertising jingle seems to be making a comeback. It was inevitable of course – jingles used to drive advertising like unforgettable melodic whips of pure brand essence. Any brand that really wanted to ascend needed a memorable logo, a snappy tagline, and a jingle by golly. Somewhere along the way [...]

Focus Groups R Funny. Like A Knife 2 The Gut.

Apple 1984 sotry boards

Most people aren’t aware that focus groups were invented specifically to kill all creative work. In fact, legend tells of a bunch of suited accountants at the dawning of the age of focusgroupaquarius having a brainstorm: “People, we have to practice some CYA here. If we let those hippies in the ad agencies just go [...]

Invent American

American bikes

Remember “Buy American?” That was a phrase of just a few years ago, and it’s hard to believe so much has changed since then. Sam Walton, founder of Wal-Mart, originated the slogan in 1985 as a part of an ambitious advertising campaign to urge Americans to buy things made in the good old U.S.A. It [...]

A Blue Sky And A Box

this is a blue sky shot, with a nift black box!

So many creatives within agencies have come to believe the creative brief is a complete waste of time. That’s because most of them never see a quality strategic brief, and that’s a shame. You can blame this on agency leadership for two reasons: It’s up to leadership to help clients understand the real value of [...]

Writer Versus Art Director

Skyy Vodka's fantastic alien-vs-predator ad series

And it is written in the ancient scrolls that copywriters and art folk shall forever be mortal enemies. Or maybe that’s something from a video game – not entirely sure. It does, however, sometimes seem to be the reality within “the business.” Case in point: I’m in several Linkedin groups, one of which is made [...]