With the advent of the total number of brands in the world today, products and services can become generic and commodities more quickly than ever before. As a result, your company shouldn’t rely on new product offerings as your key innovation tool or to create a sustainable success. Instead, being able to differentiate your product [...]
http://www.youtube.com/watch?v=WdWwqAI6x9A I want to be fair but at the same time I want to focus on reality. The title “Keep me. Protect me. Share me.” along with the other tagline above were the words Kodak chose for its 2005 ad. What a shame they didn’t see past this excellent campaign into their next gigantic breakthrough. [...]
We will miss him dearly. Steve Jobs built the computers and products our company has used since 1984. They, like him, were one of a kind that no one else could have conceived. May we honor his legacy including his handpicked leadership team to continue his great work that made Steve Steve and Apple Apple. [...]
Apple Inc. said on Wednesday afternoon that Steve Jobs has resigned as CEO and will become chairman of the company, the Silicon Valley/San Jose Business Journal reports. Tim Cook, who has filled in for Jobs during his medical leave, will become CEO. Regardless of what you think about Apple, its products, or Steve Jobs, one thing [...]
Truly successful marketing communications campaigns begin with a highly creative and brilliant idea. That's why they attract so much attention. But many campaigns fail to build a really interested following among even its best customers. When you stop to consider that the average home page receives less than five seconds of attention it's easy to [...]
One of the most important strategic moves any organization can make, regardless if it’s a corporate giant or a solo consultancy, is to be able to harness the power of the new media tools to know and understand what clients are thinking. And wanting. And buying. And value. This new data should drive your definition [...]
When Nestlé Dreyers evaluated one of its venerable brands, Häagen-Dazs it decided that it needed to make it more relevant for today’s younger consumer without damaging its high-quality, premium brand image. Appealing to a new generation is not always easy for an organization that has become used to marketing to a specific, profitable market niche. [...]
What happened: Coca-Cola Company issued its news release this past month on its newest innovation, a bottle made from renewable, recyclable, plant-based plastic. Hmm. The new product innovation named, “PlantBottle™” is fully recyclable and has a lower reliance on a non-renewable resource. This product also reduces carbon emissions when compared to petroleum-based PET plastic bottles. [...]
What happened: Once a year Dieline Awards dishes out the top awards for packaging design and this year is no exception. This year’s First Place in the Food Category went to Connoisseur Gourmet Ice Cream. The new packaging was just redesigned in a full range of gourmet ice creams by the Australian Asprey Creative firm. [...]
Cargill and their agency, Martin Williams had a big task in front of them when they set out to create advertising that would explain how they could make a positive difference with french fries and all that other processing that’s in the news morning noon and night. Using humor they did it and even ended [...]