Creativity & Ideas

Creativity & Ideas

Building Brands: A Conversation with Lauren Demarest at McCann

The following is the first part of a series from our Creative Director, in which she interviews brand and creative strategists, copywriters, and designers about their careers, lives, and perspectives.

Brand

How 3 Brands Used Black Friday to Drive Long-Term Growth

Black Friday is undoubtedly a tradition in transition. Technology has altered consumers’ shopping habits and expectations, and fundamentally changed the consumer-brand relationship: with consumers spending more time online, brands know where and when to find them far better than they did ten years ago.

Brand

The Books Every Marketer Needs to Read Right Now

Design critic Michael Bierut wasn’t wrong when he said that “the more things you’re interested in, the better your work will be.”  We’re believers in asking questions that don’t always fall into the scope of our jobs as marketers.

Brand

Five Things the Best Marketing Campaigns Have in Common

Timberland knows the typical twenty- or thirtysomething American probably has a pair of its boots.

Brand

Six Ways to Transform Your Brand With Storytelling

The act (and art) of storytelling is as old as time. Marketing is, in many ways, the modern discipline of storytelling — where the storyteller of thousands of years ago had just a fire and a captive audience, and word of mouth to depend on for distribution, today’s storyteller has a multitude of resources at their fingertips.

Brand

Why Distinctiveness Made an Anti-Black Friday Campaign a Hit

In the aftermath of Black Friday, you’re likely to find articles on the best-performing holiday campaigns.

Brand

How to Structure Your Brand’s Creativity

Creativity demands process. Michelangelo painted the Sistine Chapel within the charcoal lines of a stencil.

Brand

Three Brand Management Strategies That Should Have Failed

There’s a science to effective brand marketing. Ever since 1931, when Procter & Gamble started the discipline of brand management, the field has tried to pin down fundamentals like what it means to have a brand, and experts have emerged to conduct considerable research on the subject.

Brand

How Successful Advertising Focuses on Memorable Experiences (And Not Products)

Analyzing the success of other company’s advertising campaigns can be a strong tactic for informing your marketing strategies moving forward.

Brand

Social Good Advertising: Genuine or Just a Gimmick?

We’re seeing it everywhere– just last month, social good advertising was a hot topic at Cannes Lions.