When times are tough, great business leaders work to do things differently. How have you reacted to the pandemic, and how can you pivot?...
We're living in a time unlike anything that worldwide business has ever had to deal with before. It can be easy to look too closely at the current crisis. Instead,...
Cognitive Dissonance is a subtle effect that can impact brands when seemingly minor design decisions are out of sync with people's expectations. Here's how to avoid it....
Starbucks' new "Meet me at Starbucks" campaign brilliantly captures the essence of the brand through a series of customer-focused films....
Brands must have a vision to achieve long-term success. And that vision must be clearly articulated and consistently applied over a long time to be effective. In today's noisy, over-communicated...
Take a look at how you are communicating your business. Are you focused on one thing and one thing only? Or are you hedging your bets by offering up unrelated...
Walking through downtown Portland the other day, I happened to notice this sign for a dentist called "Gentle Dental." Having worked with dental clinics in my capacity as a branding...
Having observed Starbuck's marketing communications for a number of years, I thought it was time to review some of the qualities that set this brand apart from other companies, branding...
Sports teams need to satisfy a diverse community of fans, build support within their home city and generate long-term fans who will stand by the team and buy seasons tickets...
If people don't "get" what you're all about, does this mean all your work at creating a powerful brand presence has gone to waste? Not at all! Here's why....
The poster series released for the 2012 London Olympic Games have no concept, messaging nor sense of Olympic spirit. What do you think?...
Starbucks announces a logo change, with a brilliant upgrade and public advance-notice that explains the changes in a clear, logical way....
A strong brand is one that takes advantage of many communication channels to present the same unified message about the brand. Some insights on how this works, from the Adwiz....
Most people are unsane. They aren't completely sane, and they aren't completely insane. They're somewhere in between. That's an important distinction in marketing and advertising. ...
What might the instruction manual of the future look like? This article appeared as a Futures column in Marketing magazine, Canada's version of Advertising Age, way back in November 2002...
Insights into what teens could teach marketers about branding. This article appeared as a column in Marketing magazine, June 2001, before social media. ...
