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"People That Know, Know BDO." Thanks to the rhyme, it's an easy line to say and recall. That doesn't mean it's a good line. A good line would tell us more about the "people that know," and we'd know what BDO is and does, as well. Because acronyms are practically unknowable, a business that uses them must work extra hard to make the letters stick and make sense. There's only one IBM. Even HP spells out …
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The Sea of Sameness is always a problem in advertising. Now that brands are careful to not offend and people are working from home, making production a challenge, the Sea of Sameness is on the rise. What's missing from the well-meaning parade of pandemic times ads is human connection. It's been missing, but it's missing from our lives now more than ever. Ads that work are built on such insights. Here's An Ad …
Continue Reading about To Make Your Bahlsen Cookies Last, You Better Hide Them →
Amazon.com is positioned to win right now, but the Seattle-based behemoth isn't the only winner. For people seeking to buy direct from the maker, Etsy.com is the way to go. Etsy reported first-quarter consolidated gross merchandise sales jumped 32% year-on-year to $1.4 billion. The Brooklyn, N.Y., company is also doing well on Wall Street. Shares of the internet retailer of handmade goods are soaring. On March …
The answer to the advertising riddle is buried deep inside the product or service. This is not an original idea. Advertising legend, Leo Burnett, for one, was a big believer in this method. But what does it mean to look inside the product? Let's say you make tequila in the highlands of Jalisco. In this case, we have the most literal translation possible. With tequila, you can literally look inside the …
Ramen Hero delivers real "Honkaku" ramen to your American doorstep. What is Honkaku? According to Ramen Hero: To start, Honkaku is most commonly translated as “authentic,” and you might also see translations like “fundamental,” “genuine,” or “original.” But while those are all essentially accurate definitions, they don’t really capture the spirit of the Honkaku, and that spirit is essential. Honkaku isn’t just a …
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COVID-19 is deadly and frightening. In business terms, the pandemic is highly disruptive. The contagious disease is sending shockwaves of change that are being felt by workers and employers alike, all over the globe. Brands naturally want to help but is this genuine impulse helpful (in Marcom terms), and to whom is it helpful? Let's explore... Michelob Ultra In Michelob Ultra's case, the help from the brand is …
For way too many individuals and some brands, COVID-19 has turned into The Self-Righteous Olympics. For instance, Frito-Lay's internal creative team let go of this commercial fart. https://youtu.be/aqOvJ_9YVa4 The spot starts by saying, "Things are hard right now. The world doesn't need brands to tell us how to think or feel." If this were true, Frito-Lay wouldn't be saying it in a commercial. The spot then …
Put people first. Refer to car buyers as people and treat them as guests? I don't get it. I don't get it because I don't own a Lexus or Toyota. https://youtu.be/3-XxLd-UMcQ A Company with A Conscience and A Big Wrench As a result of the COVID-19 pandemic, Toyota Motor North America, Inc. continues to assist those in need with essential supplies, emergency relief and is providing on-going support to many …
Continue Reading about Next Time You Go Somewhere, Drive A Lexus (Or Any Toyota) To Ace Hardware →
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