3 Levels of Emotional Design

EMOTIONAL DESIGN - deals mostly with how design makes you feel - not how it looks. But of course, how ...
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Don’t stop me if you’ve heard this before.

The story of the Capo 'd astro bar is not new, but the point of the story continues to be ...
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What love and hate teach us about brand strategy

What binds the brand voice together is not seeing and hearing the brands message distributed across all media at the ...
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There are no new ideas. Embrace it.

For many creative-types, this can be a hard pill to swallow. Your ideas are not new. Sorry, but it's true, ...
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Positioning? Who cares… just get some results!

Uh-oh, did you get to this post thinking it might help you skip the boring, worthless, pain-in-your-assumptions, process of defining ...
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Big data alone, won’t get results (without strategy)

Analyzing results of a marketing campaign is one thing. Strategically breaking down what is working and what is not working, ...
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Warning: This Habit Can Become Addictive

And don't blame me if you can't quit. I adopted this :15 minute-a-day productivity habit and I am addicted to ...
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67 Branding Insights

An on-going article featuring tips and insights on branding and marketing strategy, practices and processes. This article is an ongoing ...
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Is your audience invited to the party?

How many ads, messages, emails, communications, articles, posts and promotions go by unnoticed, or barely noticed? Why are you not ...
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6 reasons your target is too big

When defining a target audience, what makes marketers reach for the shotgun rather than the rifle? Is it the belief ...
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Creative Trilogy – benefit, position, strategy

The extraordinary marketing ideas arise when an abundance of ideas are put on the table. And there are lots of ...
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Take a position – and own it

In deciding on a positioning for a company, product or service – creativity plays a big role. This is where ...
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Creating the creative strategy

Ok, I've covered some territory on singular benefits and positioning statements. In this post, let's cover the critical set-up for ...
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Creative questions you can’t answer online

As a marketing or communications professional, whether your title is “Creative” or not, you need to be creative. And if ...
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I know what you must be thinking…

What’s the difference between your thoughts and your customer’s thoughts? Context. And your customers context of thought could very well ...
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Is your social media being anti-social?

Wow, the din of social media is deafening. I can't keep up with it all and I don't think I ...
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What is Social Media Marketing?

I like to understand how things work before I attempt to master their use. And social media is mighty big ...
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To hit your target – aim carefully

Is that obvious? Of course it is, so when many companies don't aim carefully from the start, it's an amazing ...
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Try some creative schizophrenia.

No, I’m not making fun of people with schizophrenia. But I do have a good creative exercise that taps into your ...
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Great work creates change

The building blocks of great marketing ideas are strong creative strategies based on thorough research and aggressive positioning. I'll cover ...
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