Sometimes the conventional wisdom — no matter how fervently believed or widely accepted — deserves to be reconsidered in a new light. There is no shortage of perspectives on brand strategy, but when all the pundits agree, it’s time for a second opinion.
Once upon a time, people worked in a wide variety of noble occupations. Recently, however, lots of folks across all different sorts of professions have come to insist their work as fiduciaries, architects, roller coaster designers, contractors, doctors and marketers can be subsumed under a single meta-description: “storyteller.” Under this banner, architects are storytellers who simply […]
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Who wants to be innovative? Evidently everybody. But parroting the word “innovation” is quite different than actually innovating. Just as every parent wants to think his or her progeny is above average, not everyone can live in Lake Wobegon. Despite the consistent claim of innovation, the spectrum of innovation of course varies across companies—and that’s […]
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Back in 2008, we wrote with some alarm about how the assertion of “authenticity” had taken firm root in the lexicon of branding. Over the ensuing seven years, the word has enjoyed the reproductive fecundity of the Oryctolagus cuniculus. There are now, by our rough estimate 184,597,433,860 references to authenticity used to brand products and services. […]
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BrandCulture’s Unconventional Thoughts on the Conventional Wisdom We don’t stand on ceremony, celebrate conventional wisdom or honor sacred cows. We go at them head on. If you’ve ever heard a bit of branding lingo and thought, “hey, that sounds like BS,” this series is for you. We’re here to clear away the BS in order to […]
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It is not exactly the Superbowl. It’s bigger. One of the most anticipated sporting events of the decade occurs May 2nd. Floyd Mayweather versus Manny Pacquiao. Ring side tickets on StubHub for $351,005.25 a pop. In fact, this fight is so universal in its appeal that Sen. Harry Reid looked into buying his notably pugilistic […]
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Understanding the Importance of Public Relations In the past, running a successful public relations campaign largely consisted of sending media kits, distributing press releases and conducting by-phone or by-mail media outreach. While still important components of public relations, today’s digital world demands new creative strategies. The online and digital platforms that now dominate have shifted […]
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What does Showtime’s hit TV series, Weeds, possibly have in common with the business of online design and brand marketing? Let’s start with a song. Malvina Reynolds drove through the suburbs of 1960’s Daly City, California and saw rows upon rows of identical tract houses. Struck by the lack of visual distinction among houses and […]
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CVS Caremark, the owner of CVS pharmacies, has just changed its name, and while only one word has changed we think it could signal a profound transformation for the business. The new name is…wait for it…CVS Health.Fifty Shades Darker 2017 film downlod replaces Here’s why we think this subtle one-word change is something big: […]
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If you haven’t been living under a rock for the past few weeks, then you’ve likely witnessed the undeniable momentum and reach of the ice bucket challenge via your social media network. Benefiting ALS, the challenge calls on participants to dump ice water over their heads, call on others to do the same and donate […]
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Remember that DHL ad making the rounds a few weeks ago? It went viral instantly, and getting your competitors to advertise for you is inarguably awesome. Sadly, the piece was quickly revealed as a fake. But that’s not what was wrong with it – the problem with the ‘ad’ was its strategy. The spot’s message […]
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