Tag Archives: brand strategy

Horacio Acevedo  

Trust in Experience Design   April 9, 2019

Every day we hear about new cases of websites getting hacked or personal information being leaked due to a security breach (and often the corporate negligence that led to it). But even with all of this, we still find ourselves voluntarily providing online services with our personal information and ongoing business. And doing it more and more often. While a Continue Reading

     
Joshua P. Ferguson  

Does Your Brand Have a Higher Calling?   March 13, 2019

  It’s a good question. It’s also an increasingly unavoidable one. Brand Purpose (with a capital P) is in the consumer spotlight in a major way. We don’t need to re-open Gillette’s shaving wounds here. They’re just the latest example of a brand leveraging a lofty purpose to get in good with consumers (and then getting taken to task over whether Continue Reading

     
Maggie Curran  

How KFC Mastered The “I’m Sorry” Ad   March 6, 2018

Mistakes: they happen to the best of us. They even happen to companies, and that’s where the corporate apology letter comes in. A rather painful statement for the corporation, these public apologies are becoming more and more prevalent—and necessary. What was once a corporate custom of stating “oops” is now a much more high-stakes practice thanks to social media, where Continue Reading

     
Joshua P. Ferguson  

Beware of Infinite Content   November 7, 2017

Arcade Fire is a rare breed of band. They can pen insanely catchy songs, the kind that send you into singalong fits, while also delivering contemplative, and at times biting, social commentary. Over the course of their 15-plus year career, they’ve tackled everything from death and religion to suburban blight to ambient intimacy and our obsession with self—topics that today’s Continue Reading

     
Joshua P. Ferguson  

Building Brand Culture: Why > What   July 11, 2017

Recently, BatesMeron President Becka Bates invited me to join her at Vistage, an executive leadership advisory group that meets monthly. During this particular session, psychologist and culture change expert Dr. Gustavo Grodnitzky came in to speak to us about the impact of culture on success in business. A fascinating presentation from start to finish, Dr. Gustavo made the case that culture Continue Reading

     
Carlie Miller  

The Secret Behind IKEA’s Crazy Product Names   May 31, 2016

Working at an agency responsible for naming products and brands regularly, I always find it hard not to appreciate companies who find creative ways to name their merchandise. I took a trip to IKEA over the weekend and wandered the massive labyrinth of cheap furniture and trendy housewares for a good two and a half hours. During this adventure, my friends and Continue Reading