Tag Archives: Brand Building
Cause and Affect
Are companies engaging in social causes because they genuinely want to help or because they recognize they can’t win in consumers’ minds if they don’t? As Home Depot CEO Bob Bardelli put it, “Our duty as individual citizens and as corporations isn’t to simply wait for government to do everything for us, but to recognize [...]
Read MoreIs Procurement Hurting your Brand?
In tough economic times, companies turn to their procurement departments for more fiscally-disciplined policies that help reign-in unchecked spending and wasted resources. Increasingly, companies are subjecting strategic and creative services to standardized procurement processes across the board without differentiation. And while this is great for their bottom lines, it is restricting their ability to come up with the innovative ideas necessary for brand leadership.
Read MoreShort & Simple
Just ask Shorty—nicknames are rarely chosen by the ones who wear them, they’re assigned. And for major brands, those nicknames can wield immense power: they can permanently shift a brand name or image, and have the ability to solidify a connection with people’s daily lives—but only if the brand accepts that the nickname exists and has the guts to adopt it.
Read MoreAutomated Creative
In the same way that technology has evolved every other category, the creative industry is now coming under fire. The black box of creativity is being hacked by the black box of technology. We are hurtling beyond the days of computers simply augmenting man’s ability to create – they’re now replacing it. Creativity, once thought [...]
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