Dropbox Is Textbook: Great Product, Spot On Brand Identity And An Awesome Rewards Program

Dropbox is growing like crazy–they went from 4 million to 25 million members in just over one year–because the cloud-based storage company provides exactly what people need, and they do it in a no-nonsense manner that people relate to and appreciate. According to Fast Company, Dropbox isn’t interested in demonstrating the brilliant and endless potential […]

McDonald’s Begins To Redefine “McJob” In Massive Hiring Effort

McDonald’s is planning to hire 50,000 American workers in one day this month. “Our restaurant employees are the foundation of our business. They are the men and women who interact with our customers every day, enhance the McDonald’s experience, and continue to help make our business strong,” Jan Fields, president of McDonald’s USA, said. Fields, […]

Score One For Branded Utility

Scott Belsky, Founder & CEO Behance, gathered his thoughts following his trip to Austin for SXSW earlier this month. Writing for OPEN Forum, Belsky says he appreciated AOL’s booth where they curated news. Score one for branded utility. Belsky (who I heard from at Big Omaha last May) also says “the future of advertising” was […]

Pepsi’s Brand Innovation Double Gainer

PepsiCo announced Tuesday that it had “cracked the code,” inventing what it calls the world’s first plastic bottle made entirely from plant-based, fully renewable resources. Down to the molecular level, it’s a clone of today’s plastic bottles, made with the resin polyethylene terephthalate (PET). The biggest difference is that manufacturing this bottle requires the use […]

Seattle’s Best Coffee Gives People Something To Be Excited About

Creature introduces it version of Coca-Cola’s Happiness Machine for Seattle’s Best Coffee, a Starbucks brand. While it’s not a new idea, the big red fridge was definitely a surprise and delight to the Los Angelenos who encountered it, and its innards full of chilled SBC cans.

Orange Is Green

M&C Saatchi Sport & Entertainment has cooked up an eco-novelty on behalf of its client, Orange, one of the world’s leading telecommunications operators. Orange Power Wellies, created in collaboration with renewable energy experts GotWind, use a unique power generating sole that converts heat from your feet into an electrical current. This “welectricity” can then be […]

Starbucks To Deliver Exclusive Content For Free (And All The Wi-Fi You Want)

Generosity is good business. Therefore, I expect Starbucks’ plan to provide free Wi-Fi in all its U.S. stores by July 1 to be very good for the coffee chain’s business. Speaking today at WIRED’s Disruptive by Design conference today, Starbucks CEO Howard Schultz said his company continues to look for new ways to bridge the […]

You Can Choose To Add Value, Or Fast Become Invisible

I’m juggling two excellent posts about the pressing need for branded utility in the digital space. One post is from Patricia McDonald, Planning Partner at CHI. In a guest appearance on BBH Labs she says: The very idea that marketing can add value is nigh-on heretical in a digital landscape where the prevailing attitude is […]