Last week, I read the following quote in an Ipsos report on trends to watch in 2011: With the evolution of touchpoints, it is important to recognize the increasing importance of great creative ideas which can work across the integrated campaign. We observe in our ASI databases that ‘creative’ explains 75+% of the variance in campaign

"You can't talk your way out of something you behaved your way into. You have to behave your way out of it."- Doug Conant CEO Campbell's Soup I love that statement. Once could trade out the word "talk" in his quote, for the word "advertise" or even the term "public relations", because when companies talk, that's what they are doing. Often people

This morning I was asked a really simple but fundamental question. Why are you doing this? It's pretty generic, but take a second and think about the things you did today...the things you're doing right now. Why are you doing them? Is it for recognition? Is it for a sale? Is it for pride? None of those are good reasons to be doing what you're

There is a lot of confusion out there surrounding the word "brand". People use the word differently, but frequently, it's one of the following definitions: Brand (Image) - Many people use the word brand to refer to a logo. That graphic or word mark that represents an organization. We all know these. They are the iconic logos like the: Swoosh,

Lets take a look at old school marketing. Online advertising is important, I'll give you that. But don't forget the other vehicles; print, billboard, radio, television, give aways, trade shows, transit shelters, word of mouth...you know what I am talking about. No matter how powerful your website is, you can add to it with traditional marketing.

There have been a couple times throughout my career that I have been asked if the creative aspect of graphic design really matters. In other words, does the creativity and the quality of the design of a marketing piece have to be high or is it simply enough to just have the piece with the information on it? That question has always rubbed me the

It's been a while since we've talked about Social Media. You know, those crazy websites with cutesy names like Twitter, Digg, StumbleUpon and the less cutesy-named but growing powerhouse, Facebook. But don't take our silence on the topic as a lack of enthusiasm or interaction with it as a valuable tool in the arsenal of a marketer and

The Haka - a traditional Maori dance which has been popularized by the New Zealand All Blacks Rugby team. It's a powerful and intimidating sight. One that not only sounds the call to the opposing team that they are up for a fight, but perhaps more importantly, it is an experience that undoubtedly draws the All Blacks together in unity as they

I can't recall how long ago now, but likely in the range of two years or so, I started seeing ads by a company called Brand Power. The first time I saw one I thought it was terrible. It might have been for cough drops or some other medical product, I can't recall. I just remember thinking it was a horribly boring and unappealing commercial. In