I’ve been chewing on this idea of “Human Branding” and how corporate brands are  simply extrapolations of human personalities. Nothing ground breaking there, but framing it in human terms makes it easier to have a common frame of reference for discussions  about branding and its applications. Will be developing this thought further in the future posts.

Posted: October 31st, 2008 under Brand Inspiration, Branding Theory.
Comments: none

Should the goal of  branding work be that it appeal to everyone? Excluding no one? To the contrary, presenting work that really resonates, that turns on a meaningful percentage of your audience is far more effective than work that 100% of people find merely OK. Work that resonates has “hooks” that burrow into  our psyches, and is far more likely to be discussed, and remembered.

Posted: October 30th, 2008 under The Best of.
Comments: 2

Quite often the most meaningful brand interactions for people are the least expensive ones. Recalling a high ROI branded moment with Artus Hotel’s concierge, Sanjay, and how businesses today can learn the value of small, personal gestures to deliver high performance brand experiences.

Posted: October 28th, 2008 under The Best of.
Comments: 4

Do you expect your physician to make you happy, or to keep you healthy? Your lawyer to make you feel comfortable or to protect your interests? In the relationship between agencies and their clients, the same dynamic should exist. As branders, our role is to use our talents to increase our clients’ revenue, not to keep them feeling unthreatened by our concepts. This requires that we frequently present challenging ideas, even ideas that scare us. In fact, true innovation demands it.

Posted: October 27th, 2008 under Brand Inspiration, Branding Theory, The Best of.
Comments: none

This is one of the most intelligent uses of branded entertainment I’ve seen in 2008. Regardless of your political leanings, the first 1:32 of this viral movie supporting Barack Obama’s campaign is so entertaining, that it’s gift of (much needed) laughter nearly  transcends the political brand it’s supporting. Brilliantly conceived and executed–primarily because it aimed and succeeded in  engaging and entertaining first, then delivered it’s deftly communicated strategic messages.

We’ve spoken about this approach before, that people think with their hearts first–that once you have them emotionally engaged, they’re in an optimized state for receiving your sales pitch. This film is a prototypical example of that concept.

Posted: October 24th, 2008 under The Best of.
Comments: 5

Shot in the English countryside, these starlings move in complete concert with one another, individual, yet apprarently of one mind. People and markets move in a similar way: flocking to brands, locations, experiences, trends . . . often unaware of the forces that move them.


Music: Bjork “All is Full of Love”

Posted: October 23rd, 2008 under The Best of.
Comments: 5

Some are pronouncing the blog dead with the emergence of other social media sites. Don’t believe it. Here’s a discussion of the new social media constellation, and the blog’s role within it; furthering some recommendations I made in a recent interview with Businessweek.

Posted: October 22nd, 2008 under The Best of.
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Here’s a $766, 398.08 (formerly $1million) dollar idea that can make a profound difference in the way your brand assets perform. Apply it and prosper. Ignore it, and you’ll continue to wonder why, inspite of having spent lots of money, you’re still not moving your revenue needle.

The future belongs to the boldest brands. Step into the spotlight and own the stage.

Posted: October 21st, 2008 under Branding Theory, The Best of.
Comments: 4

Inspired by a post at Hugh Macleod’s Gaping Void blog about Mark Earls’ notion of a Purpose Idea: ” . . .the ‘What For?’ of a business, or any kind of community. What exists to change (or protect) in the world, why employees get out of bed in the morning, what difference the business seeks to make on behalf of customers and employees and everyone else?”

At QV, our Purpose Idea centers around the sacredness of profit in its many guises: for our clients, ourselves, and the people who are exposed to our work. What’s yours?

Posted: October 20th, 2008 under Branding Theory, The Best of.
Comments: 3

Exploring the power of using emotion vs. logic in brand advertising as a strategy for maximizing the return on your branding investments.

Posted: October 16th, 2008 under The Best of.
Comments: 1