I was recently helping to lead a presentation introducing a new custom publication to a client, and was asked to provide framing remarks to ‘set the tone’ for the meeting. This client is under immense pressure to launch a big new brand while staying on budget, so it was important to remind the room why… Read more »
One of the highest compliments one can give a filmmaker is that he or she has created a fully realized world for us to inhabit for two hours or so. One where every detail is thought through to be part of a larger universe that has its own rules, its own topography, its unique set… Read more »
We are trained as marketers to worship at the altar of Differentiation. Differentiate or die, we’re told. What this often leads to, whether it pertains to product innovation or advertising, is a whole lot of differentiation for differentiation’s sake, without a clear sense of purpose or an insight into what makes the brand uniquely relevant…. Read more »