It’s been over 40 years since Al Ries and Jack Trout published the much-lauded book “Positioning: The Battle For Your Mind.” The marketing world (and the rest of the world) sure has changed since then. So Andy Cunningham, in her new book, Get to Aha! Discover Your Positioning DNA and Dominate Your Competition, freely admits […]
About Dan Goldgeier
Carnival Steers Its Brand Nicely Through Choppy Marketing Waters
Although I’ve done some copywriting for a couple of different cruise lines, I’d never actually taken a cruise until my recent trip to Alaska on Carnival Cruise Lines. And I have to say, it was quite an experience, both as passenger and someone endlessly fascinated with travel marketing. Allow me to share some random observations: […]
The Compelling Communicator Shows You How To Design Effective Presentations
If you work in advertising, there’s simply no avoiding the PowerPoint deck. Sometimes it’s needed to present concepts or creative work, other times it’s a major player in a subject matter presentation. We’ve all seen the good, bad, and ugly of presentations. In his book, Mastering the Art and Science of Exceptional Presentation Design, author […]
War Dragons And Wexley Emerge Victorious At The Seattle ADDYs
Wexley School for Girls won Best Of Show at the 2017 American Advertising Awards Seattle (still known as the ADDYs) for the following War Dragons spot. Ads for adventure-focused video games tend to stay pretty straightforward, which is partially why the dark humor and unexpected twists of this spot work so well. It’s also a […]
The Real Mad Men of Advertising Adds Real-World Context To The Drama
The history and arc of the advertising industry isn’t widely known. Even the many advertising students I’ve taught didn’t seem to have much interest in the past. And while the AMC drama “Mad Men” was loosely aligned with some real events in the industry, it was of course heavier on drama than history. So to […]
Free Range Brands Looks At A Marketing Landscape Gone Wild
Think back on the last decade or so, and you’ll find countless examples of companies whose traditional positions in the marketplace were challenged. Some have successfully adapted, and some haven’t. Nicole Ertas takes a closer look at this phenomenon in Free Range Brands: Join the New Breed of Agile Brands. To start with, Ertas talks […]
Sell With A Story Keeps It Personal For A Change
Frankly, I’m sick of talk about “storytelling.” All brands and marketers and ad people think they’re now in the business of storytelling, to the point where the word is meaningless. Even worse are people who use the word “story” as a concept the way snotty, wanna-be aristocrats use the word “sport.” Thankfully, we get none […]
Disruptive Marketing Hits The Most Common Notes Being Sung These Days
In 2016, it’s impossible to find anyone in marketing who doesn’t believe we’re in a period of rapid transformation. The change is coming from all aspects of business and technology, and everyone is scrambling for their share of the new landscape. Geoffrey Colon attempts to make sense of how it’s all occurring in Disruptive Marketing: […]
Generation Creation Looks At Creativity From All Sides Now
I have a soft spot for articles and programs where people get interviewed. Magazine profiles and shows like “Inside the Actors Studio” reveal a lot of insight if you’re fan of whoever the subject is. Which is why I really enjoyed reading Generation Creation: Creativity in the Age of Everything by Bill Green, Angela Natividad […]
Spotlight On NW Creative: Fell Swoop And Its Unique Client Mix
After living in Seattle for a few years, it’s become clear to me that many shops here struggle to capture significant business from clients headquartered beyond the west coast. Which is why seeing People, Time Inc., and Conde Nast on the roster of local agency Fell Swoop is so startling and highly refreshing. Founder Matt […]
