the art and science of communication
You see things in this business that drive you nuts. Then again, every once in a while you see something that is truly inspired. Having a place to rant without sending a client off the deep end is a real luxury. So, sometimes I rant. Sometimes I share something I’ve learned. And sometimes I give a tip of the hat to someone who, against all odds, gets it right.
Wednesday, April 30, 2008
How to differentiate when the market wants one thing.
I spent part of the day yesterday speaking with a new client about differentiation. The client owns a restaurant in a category that’s very cluttered with competitors all saying the same thing: FRESH!
We started the conversation by reviewing what has been a frustrating year for the poor guy.
Friday, April 18, 2008
So how do you like me now? no? how about now?
Folks in my profession usually avoid open political discussion. Let’s just say that it’s somewhat less that helpful to have any easily identified ideology plant its jackbooted heel smack in the middle of your creative objectivity.
Given the nature of this year’s political coverage, it’s been a
Tuesday, March 11, 2008
A word on symmetry
Had an exchange with a client this morning that brought a common conflict to mind. We aren’t working on anything major: a simple little black and white banner ad for a local magazine. You know, the kind that supports a local charity under the guise of advertising.
In the interest of keeping costs
Wednesday, November 14, 2007
Why are so many afraid?
A friend of mine who works in direct marketing sent a link this morning to an article about the benefits of “junk” mail. It brought to mind the fact that creative types have long resisted the notion of accountability in advertising. Could that be why direct marketing tactics are frequently the
Thursday, October 4, 2007
Who spoiled the Maytag repairman?
If you want to take the air out of an ambitious young creative staffer, suggest a brand mascot. The mere thought elicits eye rolling that would make the most perturbed 15-year-old jealous. Not that it’s hard to understand, mind you. Even the creakiest among us engaged in the persuasive crafts balk
