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Date: February 23, 2015

Author: Wahn Yoon

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Portal or Bright Mirror

Humans are inherently curious and restless. In fact, I think we are constantly riding the balance between our tendency to be habitual with our underlying drive to explore. Within all of us to some extent is The Farmer vs. The Hunter/Explorer. When we apply this notion to storytelling—be it advertising (in the larger sense, which includes many forms of content, such as branded films, publications, etc.) or film-making or video…

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Date: February 17, 2015

Author: Wahn Yoon

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Mindfulness & Advertising

The term “Mindfulness” has begun to enter many vernaculars. And it’s a welcome thing. A former client of ours who started an executive medical practice in Toronto incorporated the tenets of Mindfulness into the philosophy and programs of a very high-end health and fitness facility. Western psychologists are starting to incorporate Mindfulness practice into psycho-therapeutic practice. We even recently met a private school who uses Mindfulness as the fundamental pillar…

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Date: February 9, 2015

Author: Wahn Yoon

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How Can a Brand ‘Own’ an Idea?

As of late, many brands are becoming more strategic in their approach to positioning and differentiating, and while this is a welcome development, it continues to up the ante. These days, brands are looking to effectively ‘own’ a concept, territory, or even a word. With this kind of mental real estate, they hope to secure a more powerful, long-term position in consumers’ minds. Often I’ve heard admiring references to Tiffany’s…

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