We’re Taking The Concept of “Brand Impressions” Much Too Lightly

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My friend Tom Asacker perked up when I wrote this the other day: “As a result of this digital vastness we now face a massive content hole, because millions of web pages are nothing without content. Yet, the content hole is actually much bigger than what we see online. And content marketing is much bigger […]

In America, Companies Are People And People Discriminate

The “culture wars” have come to Mainstreet, U.S.A. The Boy Scouts are not an inclusive group, and one of their biggest corporate backers has been moved to change their giving policy because of it. According to The Oregonian, Intel (Oregon’s largest employer) will no longer include The Boy Scouts or any non-profit that fails to […]

Drink Coffee, Defeat Cancer

Cancer is an epidemic that touches just about every one of us. Cancer is at once universal and deeply personal. Tapping into this truth helps makes this Breast Cancer Awareness initiative from Caribou Coffee and Colle+McVoy come together at a higher level. The label on each package of Amy’s Blend–named in honor of Amy Erickson, […]

J&J Continues To Meet Its Customers At Common Points of Interest

There are 2,000 people, many from prominent client organizations, currently gathered in Orlando for the 2012 Association of National Advertisers’ Masters of Marketing conference. One client-side marketer of note, Kimberly Kadlec of Johnson & Johnson, said from the stage today, “We are responsible to connect with people in ways that are instructive and not disruptive.” […]

When A Dislike Becomes A Like

Here in Washington State in November, we’ll be voting on Initiative 502, which is designed to legalize, regulate and tax marijuana. Obviously, it’s a controversial issue, although it has a lot of support. One of the pro-502 spots airing heavily on TV is this one. Note the jarring first line of the spot: “I don’t […]

SOREL Challenges Women To Get Their Boots Dirty

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SOREL, a brand owned by Columbia Sportswear, is featuring “fiercely independent, creative and inspiring women who are living out their passions” in its new Get Your Boots Dirty ad campaign from Butler, Shine, Stern & Partners. Kimberly Barta, SOREL’s senior global brand director, said, “Women tell us they feel a sense of fearlessness and strength […]

Nature Valley Explores Shared Points of Interest At Three National Parks

Creating compelling content for marketing purposes, whatever the platform, comes down to utility or entertainment. That’s the opportunity for brands, and delivering on that opportunity requires a switch from the messaging approach that we’ve all grown so accustom to. Nature Valley Trail View is a new entry into the field that offers both utility and […]

Childhood Obesity Ads Serve Up Truth With A Side Of Guilt

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As health care costs increase along with portion sizes, Children’s Healthcare of Atlanta has decided to tackle the problem full-on in a series of ads that expose the problem of childhood obesity. The Atlanta Journal-Constitution has more: Using tools such as television commercials and billboards late this year, the campaign has offered stark black-and-white images […]

Happiness Interventions c/o Coca-Cola

Public service advertising no longer belongs to the world of pro-bono work and free late-night media placements. With the opportunity presented by content marketing, brands are beginning to wear their values on their YouTube sleeve. Take Coca-Cola, the soft drink empire found another way to spread happiness, and tie it to the emotion of Christmas. […]

So, Do You Hate Or Unhate The New Benetton Campaign?

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I gotta admit, I don’t think about Benetton too much. It was kind of a big deal in my local mall in the mid 80’s. But that’s about it. So there’s nothing like an ad campaign featuring world leaders kissing to get a little buzz. And promote the brand’s Unhate Foundation, for whatever that’s worth. […]