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ANTHOLOGY

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We watched the new OJ Simpson series on FX. It got great ratings for the network. And with ten episodes then out, it’s been able to attract a great cast. In the spirit of True Detective. This anthology format is a compelling new kind of programming that is star attractive because the show is not multi-season, so the commitment is less. What new forms do you look for in your marketing and messaging?

THIRD TIME’S A CHARM

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OK, #KFC has just morphed into their third Colonel Sanders celebrity character in less than a year. We thought this was pretty bizarre but now we’re warming up to it. The folks at #Wieden+Kennedy are certainly having some fun trading out Colonel Sanders characters. It’s really weird and a first for changing out the identity of a brand icon on a regular basis. What risks are you willing to take to challenge your own brand while trying to enhance it?

THE $5 MILLION CONUNDRUM

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Shelly Palmer reported an interesting article on the eve of the Super Bowl: What would your $5 million (the cost of a 30-second commercial on the Super Bowl) buy you in social media? The answer for many companies is—“our entire 2016 budget.” Of course there’s the question of whether your $5 million will get more attention on television’s largest viewing stage than it will in a crowded digital universe, but still…. How do you decide where to allocate your budget dollars?

DEATH WISH

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A tiny unknown brand recently got a place on the big stage. #DeathWishCoffee was #Intuit’s selection for the brand commercial recently run on the Super Bowl. Most of us never heard of the brand. But who would argue with a strong cup of Joe? And the brand has taken off in sales with the Super feature it enjoyed in the big game. What big stages do you look for to break out of the pack?

2016 3-D?

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Paul was at Microsoft in Brussels recently and saw an exhibit of their new HoloLens technology. Put on your goggles people. HoloLens creates holograms that turn 2-D objects into 3-D. Imagine the application of the technology for architecture, medicine and more. Facebook just announced they are taking pre-orders at $599 for Oculus Rift, their VR gaming device. The NYTimes offered Google’s cardboard viewer for free. Steve bought a 3-D pen for his son’s birthday. And 3-D printers are gaining in popularity and accuracy. Do you think this will be the year you’ll be putting on a 3-D headset?

THE DAILY NEWS

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The Daily News has just lowered its price after taking it up a whopping 50¢. At the same time, they have reinvigorated the paper with sharp, feisty headlines that are catching the public’s eye. The newspaper industry is in all kinds of trouble. Raising prices for products that perform increasingly less well may build the bottom line short term, but will likely kill the brand long term. Price is not a business proposition. Product improvement and customer connection is. What do you do to ensure you balance your value proposition with the price you charge for it?

McDONALD’S REDESIGN

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We’ve been rough on companies that redesign logos just for the sake of change. And many have been losing and reversed efforts (did someone say GAP?). But McDonald’s brand new refresh for 2016 makes sense to us. Big, bold and colorful. The graphics are contemporary and fun, just the way the brand should be. What strategic parameters do you set for product, package or brand refreshes?

FEELING INCENTIVIZED?

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As advertisers spend more and more energy trying to connect with consumers in meaningful ways, incentivized ads seems to us to be a potential winner. It’s a double win. Offer a relevant incentive to consumers who are engaged in a game or activity and they will gladly watch your advertising. Put it on a mobile device and it’s all very in the moment. What new ways are you finding to reach your consumers in ways they will appreciate rather than ways that will interfere and annoy them?