According to Adweek, Space150 attached Nike’s new Vapormax to a weather balloon and sent it high into the stratosphere. The shoe looks nice up there, I must admit. But why is this shoe 117,500 feet above the California desert? Is Nike just doing it because they can? Is this what "Just Do It" means today? "Look, a disembodied shoe! I want one!" Does anyone really say this or think it? As someone …
Don’s Next Tweet Bomb May Land In Your Lap
President Trump has the power to rock markets and drive a company's stock price up or down. He may not intend to upset a company's apple cart, but the outcome of his erratic actions is the same. When the man drops a Tweet Bomb from his Samsung, things are bound to explode. Melanie McShane, head of strategy at Wolff Olins believes activism is a business imperative today. "With the rise of political …
Continue Reading about Don’s Next Tweet Bomb May Land In Your Lap →
Strong Brew Needed In Time of Trump
We live in a nation divided. Today, no company is safe from a presidential reprimand or widespread outrage and backlash, including damaging boycotts (well deserved, or not). In my estimation, brands must stand for something now more than ever. What's always been true about differentiating on product attributes is now also true about the community around the product, and the people who make and market the product. …
Continue Reading about Strong Brew Needed In Time of Trump →
BREAKING NEWS: It’s Amateur Hour on Pennsylvania Avenue
Trump and his administration are a brand in crisis. Witness the desperation and lame wish to control the message in this bizarre attempt at a presser by Sean Spicer, the new White House Press Secretary: https://youtu.be/yfcKvAWJbL0 I'm not interested in the political calculations here. I want to focus on the marketing communications problems, which are significant. The White House Press corps is an elite …
Continue Reading about BREAKING NEWS: It’s Amateur Hour on Pennsylvania Avenue →
Breakfast Eaters Who Eat Chicken Aren’t Crazy
When you're responsible for sales at Chick-fil-A, you need to find a way to sell more chicken. You can open more restaurants as the chain is doing here in the Portland metro. According to PDX Eater, the chain opened two restaurants in the area last year and plans to open nine to 11 additional restaurants in the area in the next six to ten years. Another way to sell more chicken is to reframe the idea of what's …
Continue Reading about Breakfast Eaters Who Eat Chicken Aren’t Crazy →
Flow On In To The Gap
There is something pleasantly hypnotic about these new "holiday season" spots from The Gap. https://youtu.be/HTRlTdnvPnQ https://youtu.be/Fz3umF_fUgc https://youtu.be/RiD-QH6YaTE Agency: Untitled Worldwide Creative Director: Kevin Li Creative Director: Piper Hickman Producer: Joyce Lee Head of Integrated Production: Cheri Anderson Group Account Director: Meredith Frisco Production Company: …
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 about the attitude consumers take to today’s brands. She deftly divides …
Continue Reading about Free Range Brands Looks At A Marketing Landscape Gone Wild →
FCB’s Creative Leader Sets The Story Straight
Susan Credle, global chief creative officer at FCB, believes in the power of story to move people to buy and to believe. She's not alone in this, although it pays to clearly make the argument over and over. In a guest piece written for The Wall Street Journal, Credle explains the great tradition that today's brand storytellers have inherited. The best people in this business are relentless …
Continue Reading about FCB’s Creative Leader Sets The Story Straight →
