Category Archives: Branding

Francis Urquhart for Grey Poupon?

You very well might think that; I could not possibly comment. Advertisements

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Prevent Conceptus Interruptus: How Math Can Improve Your Creativity

This presentation is based on a post I wrote in 2010.

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Disruptive Challenger Brands and Names

I presented this simple deck to a client that had everything it needed to succeed as a challenger brand in its category, except a challenger brand name. Now they’re considering changing it.

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Is it about Abercrombie & Fitch? Or is it about us?

Abercrombie & Fitch is hardly the only clothing brand to not make plus sizes. If A&F CEO Mike Jeffries committed a faux pas, it’s for saying in public what many other executives privately think (whether in similar words or their own definition of cool): … Continue reading

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What part of the Paleolithic Diet does DreamWorks and House Foods Tofu not understand?

Co-branding and co-promotions, when done well, can introduce new customers and bring energy and innovation to more established brands. I worked for a few years at an experiential marketing agency that often brought together automotive and like-minded brands in other … Continue reading

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My April Fools’ LinkedIn Page

A large number of people, who’ve not been on my LinkedIn page in years, chose today to visit. Changing my job status on April 1st from Freelance Senior Copywriter to Boxing Trainer and Manager at Starr’s Boxing Emporium could be the cause. So far no … Continue reading

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Free Bird: A Groupon Lynyrd Skynrd Case Study

Challenge: ’70s southern rock band, Lynyrd Skynyrd, needs to recruit a new generation of listeners while attracting older fans. Solution: Groupon ticket sales during their 2013 tour for almost half price. Results (fantasy): People will sample Lynyrd Skynyrd, as if they’re an ice … Continue reading

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