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Instead of Omnifying the landmark “Homestead” in Virginia, the company paid due respect to its heritage. “Reverence” is not a term you would typically hear describing a branding approach. When I visited The Homestead in Virginia, I had no idea who the owners were, much less their branding. This is a property that was founded…
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So your two companies have gotten married, enjoyed a lovely honeymoon of back patting and optimism but now there’s this nagging feeling that maybe you’re not on the same page. That you’re not syncing well. Or maybe your efforts just aren’t delivering the results you’d hoped for. Maximizing the combined efforts of two separate organizations…
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A nimble model offers more flexibility while losing none of the practical knowledge and strategic thinking. As a small marketing agency owner, we recently submitted a request for information (RFI) for an account that was almost perfect for us. We had the category experience, we had the intellectual capital in the building, we ticked all…
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For the advertising or marketing agency that has put in the hard work to earn a new contract with a client, these are the tough conversations: What starts as a manageable and profitable scope of work can quickly balloon out of control if not managed properly. Agencies then face the delicate task of setting boundaries…
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I hear this said about a project we were pushing really hard to sell. The person who said it was trying to get the creatives to “lighten up” and stop making everyone crazy by fighting for better. Read that again: “It’s all going to end up in a landfill anyway.” Well sure it is if…
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Biased research, caving to opinions, internal fatigue, and moving on too quickly — these four mistakes in marketing, at any point in the process, will hamstring the work, derail campaigns and strain agency/client relationships. Learning from these mistakes, we can handle future situations differently, improve the work, and consistently deliver incredibly effective marketing campaigns. If…
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Every Chief Marketing Officer worth their salt knows the importance of having a brand stand apart from the competition. To be unique in the eyes of the consumer and get recognized for it. After all, isn’t that main purpose of “branding”? Why then, from category to category, does so much advertising feel the same, look…
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AI isn’t the end of creativity — it’s a new chapter. The most common talking point I hear is that using AI can help us do things faster and more efficiently than before. It can write copy, make videos, create content and more, all with just a few clicks. This is all true. And it’s…
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It’s true for people and it’s true for brands. Every category has its habits, or conventions, that permeate the messaging consumers see every day. For instance, when was the last time you saw an ad for pizza that didn’t have a “cheese pull”? Or an ad for laundry detergent that didn’t show a harried mom?…
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Think of the advertising agencies you admire. Shouldn’t take long as the list is probably pretty short. I would bet that one of the commonalities between them (aside from great work) is the fact that they usually seem to make the right decision in difficult situations. I’d say most of the time these decisions get…
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Unconventional Wisdom 