Brands and Self-Creation

The old brand model advocated the creation of an external brand image to influence consumers. It talked about benefits, it talked about the company, it promised to give you sex appeal. Those times are long past. This is partly due to the sheer number of channels in which people interact, but I believe there is […]

Brand Affinity, Culture, and a Pickup Truck

Brand affinity is the most enduring and valuable level of customer relationship and is based on the mutual belief that the customer and the company share common values. It breeds unshakable trust in the relationship the brand and the consumer share. It is at its strongest level when a customer believes that your brand champions […]

Alcohol Advertising and Symbolism

A familiar phrase is, “art imitates life.” It defines life as essential to art, but can we say the reverse? Could life imitate art? The phrase suggests that art reinforces cultural and social beliefs. Art is more than a product of reflection, it is a method by which we shape the world. Advertising is a good example to […]

Fads, Trends, and Being Relevant Over the Long Haul

Staying on top of social and cultural change is difficult. It requires thoughtful observation, reflection, and the ability to connect dots that may go unnoticed in many cases. Similarly, being able to distinguish a trend from a short-lived fit of social interest can make the difference between a meaningful campaign or marketing platform, and a […]

Presentation as Storytelling

The goal of any good presentation is to change thinking, to shake the client’s foundations of belief, to rattle his or her assumptions, to create a new state a awareness. The presentation serves to evoke a feeling in the viewers, whether a client or a project team, and bring them into the moment of experience, compelling […]

Storytelling, Presenting and Getting Past the Stick in Your Bum

The other day I was thinking about how to present findings to a client about what was, frankly, a seemingly dry subject. Numerous stakeholders would be involved and would range from the CMO down to brand managers, product engineers, etc. So, knowing I had a dry subject and a conservative audience, I decided to rethink […]

Metaphor and Design

“Metaphor is for most people device of the poetic imagination and the rhetorical flourish–a matter of extraordinary rather than ordinary language. Moreover, metaphor is typically viewed as characteristic of language alone, a matter of words rather than thought or action. For this reason, most people think they can get along perfectly well without metaphor. We […]

The Power of Rituals and the Bottom Line

In marketing and design, the tendency for most people given the task of figuring out how to engage more customers is to focus on the individual and his/her reaction and behavior at a fixed point in time. We gauge reactions to advertising, track eye movement for a website or record how many people stop at […]

Semiotics and the Brand

Marketers have long recognized the symbolic nature of shopping and consumption.  Products and brands are symbols for sale – products and brands are often purchased as much for their symbolic value as they are their pragmatic value.  And this is the heart of Semiotics. Semiotics is the study of symbols , signs and sign processes.  […]

Marketing More Than Features: Windows to the Soul

We spend an awful lot of time marketing features to individuals; neat little segments that correspond to the demographic data we glean from surveys and similar devices.  We talk about features, function and material benefits. The catch is that people work, live and think in terms of a socio-cultural system. That means they are frequently […]