Common wisdom might tell you that your brand should embrace everyone. All demographics, all walks of life. Common wisdom is usually wrong… It’s better to form a brand with a strong stance toward a particular market than try to touch everyone. It’s better to alienate some for the benefit of others. It seems we use […]
“Immerse yourself. You have to have a knowledge and understanding of what’s happening in your field.” – Art Direction Explained, At Last! “Don’t get stuck on a computer… Take care and tread lightly.” -Vince Frost.
In a recent article in Ad Age, Tom Martin gives insight to three new years resolutions he believes every agency (big or small) should adopt this year. He talks about fulfilling your clients’ needs and pitching less, but the one that caught our attention was the third.
Be Sexy Again.
“Great work entails risk. Most clients do not want to take risks; they prefer a safe retreat into the world of the merely good, or worse, the dismissively average. Still, if they are going to take that risk, they are much more likely to do so with agency people they trust. And trust is the […]
What’s the story of Coca-cola, or Hewlett Packard? What’s the story of BMW? We’re not asking about the history of the company, or the founders. What we mean is, what story have you told yourself about those brands and what they mean? Is the management at BMW rigorous about quality? Cutting edge design? Are they a bunch of obsessive Bavarians that get a buzz out of driving fast on the Autobahn, making their engines growl?
What on earth gave you that idea? It was advertising actually…
We don’t know of anyone who doesn’t like to be told a good story. One that’s engaging, and interesting. One that’s believable. It’s entertaining, and because of this, most people will repeat it or at least act on it. That’s where marketing comes in.