Technology's Impact on Brand Storytelling

By Stephanie AlexandreMay 24, 2017

A recent panel discussion during SXSW (South by Southwest) inspired Ben James, Google, Global Creative Director to speak about how much technology has changed brand storytelling. His comments prompted industry creatives to speak up about the pitfalls they often face when it comes to storytelling in the digital era.

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Pokémon Go: Bringing Back the Brand

By Ryan TrabalkaJul 19, 2016

Pokemon Go; the perfect example of a well executed brand refresh. The idea of augmented reality via mobile application is not anything new, but strategically using this genre of gaming has played out for The Pokémon Company quite well. Let’s review why Pokémon Go has become such a success in an app market that has started to falter.

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How Can You Market Against Negative Perceptions?

By Linden KleinMay 18, 2016

After the 2008 financial crisis, the Wall Street banks were clearly one of the largest and most hated industries in the country. The recession erased all of the positive impressions people had for this industry. If the business of big banking had a tagline during this tumultuous period, it would be "You suffer, we sail."

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Why Budweiser's Patriotic Packaging Rebrand is Smart, Not Risky

By Linden KleinMay 12, 2016

The general rule of branding across your messaging, visual identity, online presence, etc. is “consistency is key.” Yet this summer, Budweiser is throwing this cardinal rule out the window.

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Four Tips for Applying the Iceberg Theory to Your B2B Direct Marketing

By Linden KleinApr 27, 2016

The novelist and short story writer Ernest Hemingway is known for his famous Iceberg Theory—to only explicitly include one-eighth of the details in the story, and leave the other seven-eighths implicit and underwater. For example, his story “Hills Like White Elephants” is about a man convincing his significant other to have an abortion, but the word abortion is never mentioned.

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Emotional Marketing is What People Want in 2016

By Linden KleinApr 22, 2016

As Hubspot points out, many advertisers focused on funny and sarcastic campaigns in the 1990’s and 2000’s because those campaigns felt fresh. After twenty years, though, they are getting old; ads with emotional appeals, like Android’s Friends Furever ad, topped the list for social media shares in 2015.

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Show Don't Tell: How to Build Your Unique Brand Personality

By Linden KleinApr 19, 2016

Sometimes the best way to appeal to customers is by doing something totally unrelated to what you do. It can be a critical step towards developing a distinct and likeable brand personality.  

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Don't Waste Money on the Wrong Marketing

By Linden KleinApr 12, 2016

I just read an article in the WSJ about how RadioShack filed for bankruptcy last year. The accountants priced physical assets at about $170 million and the intangible assets of brand and customer data at $26.2 million.

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Five Advantages of Strong Brand Equity

By Linden KleinApr 07, 2016
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A Short Case Study in Brand Equity

By Linden KleinApr 01, 2016

I was recently shopping for polo shirts and was surprised at the options.

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