Problopportunities

Posted on Nov 29, 2010

As we slip into December, will you set 2011 budgets by “adjusting” numbers from 2010? Take a little from this bucket, add a little to that bucket? That’s never the optimal strategy for marketing/branding/advertising, but this year especially it’s unwise. First of all, 2010 was not a “normal” year any way you measure it. A […]

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“Look no further”

Posted on Sep 6, 2010

It’s always been a staple of advertising copy: “Look no further.” This vaguely insulting bit of wishful thinking can literally translate into “Stop thinking! We’re afraid you’ll look at our competitors.” Of course that is exactly what happens in making a sale. In true “Blink” style, if your presentation, or store atmosphere, or website evokes […]

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A Foolish Consistency

Posted on Jun 10, 2010

“A foolish consistency is the hobgoblin of little minds,” said Emerson, long before GM management decreed that “Chevrolet” should not be “Chevy” in advertising for the sake of (wait for it) brand consistency. Yeah, why would you want millions of consumers to give your product an affectionate nickname?

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Wordless

Posted on May 19, 2010

We looked at a current Vogue and analyzed 500 pages of fashion advertising. All were photographic, mostly single image. Aside from the logos of the brands, a scattering of taglines, and some mouse-type copyright info, the absence of words was remarkable. 500 ads. Zero headlines. Zero text. A highly evolved art form aimed at an […]

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