Have you ever wondered how those marketing people think up such smart and clever commercials? Well, I do too, and I write advertising for a living. But I still find myself marveling at some of the great ideas I see...
Long ago, the story goes, a cattle rancher burned a mark into his cattle’s hides–a brand–to ensure other ranchers would know they belonged to him. That was the beginning of branding. But, unfortunately for some brands, that’s also where it...
This may come as a surprise, but the logo you see at the end of a commercial or on a print ad is not the only brand being advertised. It’s just the most obvious. There happen to be two other...
Let's talk about my process—BRAND EMERGENCE. First, some background. When I first got into the business, I used to collect Creative Briefs from some of the country’s best agencies. I would read and study them to learn how that particular agency approached their client's problems—like...
I’d like to just make sure you’re aware that your brand is a lot bigger than you probably think it is. As a matter of fact, it’s downright humongous. A brand is not its color pallet. A brand is not...
