When it comes to maintaining brand profitability, in-depth market research and insight mining are indispensable. Even the savviest market-researchers face the inevitable question – Is this respondent really giving us an accurate account of what transpired? Whether due to fuzzy-memory, nervousness, brand bias, omission, or other unintentional/deliberate factors, research respondents often cannot fully articulate reality [...]
How many of you truly understand the proper steps in a web site mock-up? I bet many of you are already thinking of wireframes, grey boxing, sketching, and probably storyboarding. However, how many of you have truly come to love a custom system that you employ?
A truly great web site mock-up should not only be enjoyable to create but it should culminate into a beautiful / usable work of art for your client. Don’t get weighed down by the conformist proxies of our trade. Break the norm and develop your own process by which a web site is created. I have my own process which I’ll discuss with you below and I call sketchedbox-comp-storyframing-grey-modeling.
What happens when brands are tied to their founders but can’t stand alone? Brand personification: is it a good or a bad thing? And what does it do to brand profitability when the founder moves on?
There are two opposite approaches to brand personification. On one end, you have the example of the Trump Empire that [...]
When I heard that Lance Armstrong decided to advocate his passion for social media and broadcast directly with fans via the site Livestrong.com and file behind-the-scenes blogs, videos and photos from the “2009 Tour de France.” I thought wow, what an incredible way to not only get your fans involved into the race but what [...]
As weary as we all are of hearing commentary on ‘the recession’ and ‘the bad economy’, one can’t help but pay attention to how companies are spending on marketing, and how brand identities are changing according to consumer’s financial situations. Creative advertising is key, and two auto companies are sensitive to consumer’s acute awareness of [...]
Green is the new currency of status. Out is the ostentatious display of self-indulgent luxury. In is being an environmentally responsible, renewable resources conscious, carbon footprint sensitive minimalist. Is it surprising, then, that in a highly competitive world, consumers, brands and companies are racing to tout their greenness?
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