October 23, 2012
Fall is always colorful. The leaves turn to bright shades of yellow and orange, crisp Macintosh apples glow a rich red, and the sky is full of bright blue. Why then, should an autumn collection be void of all color? Exactly. It shouldn’t. Read more of this post
July 25, 2011 2 Comments
I’m embarassed to admit that we have 2 Hatch posters rolled up in a tube at home. It wasn’t until I personally experienced the history and craftsmanship of each poster’s production that I realized why my husband had been so enthusiastic about this artwork, brought home years ago.
April 15, 2011 3 Comments
I was recently hipped to Puma’s new youth-targeted campaign celebrating the After Hours Athlete… and it’s so on-point! Read more of this post
March 14, 2011
Over the weekend I gave in to one of my biggest weaknesses: Chipotle burritos. As a long-time fan of the brand and its delicious (albeit addictive) food I knew exactly what to expect when I walked through the door and was ready to rattle off my order without glancing at the menu, when something behind the counter caught my eye. In place of the standard aluminum foil was a piece of shiny gold. At first I thought it might just be some kind of mistake, maybe they had run out of foil? But when I got to the cash wrap it became abundantly clear that as most Chipotle endeavors, this was a cleverly crafted brand statement “wrapped” up in a fun new marketing campaign. Read more of this post
January 26, 2011
It’s the middle of January, and it’s been extremely cold and snowy here (at least for Cincinnati), so I thought I would see how our favorite hotel companies are willing to entice me for a long weekend away. My wife and I like urban getaways, so I thought that I would check out offers in big US cities. What I found was rather interesting:
Most Brands offer the usual: extra loyalty points, discount breakfasts, a bottle of wine, even the occasional free movie ticket. As many of these offerings are similar, the big differentiater is how they are presented on the corporate website. Kudos to Starwood and Hilton for having incentives that operate across the system.
December 17, 2010
Telling an authentic brand story has always been a mantra for Ralph Lauren. Taking that brand story to the next level is what Ralph Lauren recently accomplished with stunning dynamism at its two iconic flagships in New York and London with digital mapping technology creating a 4D experience.
(be sure to watch the video)
(still image via ftape.com)
November 11, 2010 3 Comments
Advertising agencies are elevating the level of ‘Branding’ in commercials these days, with the more widely accepted practice of employing key celebrities to do their voiceovers. An art in itself, casting the right voice – and often, more importantly, the right celebrity character’s voice, adds depth to these commercials that is almost on a subconscious level. If you emotionally connect with that character, can the simple use of his or her voice connect you to that product as well? Do you listen to the message more intently when ‘Don Draper’ tells you to love Mercedes?
Or when Mad Men’s ‘Roger Sterling’ sells the ‘Lincoln lifestyle’?
Or can you accept Cisco and the ‘Human Network’ as a forward-thinking, inspired company when paired with a youthful Ellen Page and a classroom full of globally connected children?
Then again, a few fall short… despite his presidential confidence – am I supposed to believe that Martin Sheen is the choice, or voice, of the ‘Next Generation’?
The bar has been set high and Brand’s need to be all the more aware of who their customers emotionally connect with… Trust me, we’re listening.
If you were a voiceover, which Brand would you be?
October 6, 2010 1 Comment
We live in a world where no one misses an opportunity to advertise their brand. From buses to billboards, stores to stadiums,we, as consumers, have started to become oblivious to the advertised goods constantly paraded before us. A recent trip to Lexington, KY, however, changed my perception of such blatant advertising, because the graphics not only captured the spirit of the event, but actually enhanced it.
From now through October 10, Lexington is host to the 2010 Alltech FEI World Equestrian Games. Held every four years, 2010 marks the first time this prestigious event has been held on U.S. soil. On the afternoon leading up to the opening ceremony at the Kentucky Horse Park, I spent time touring the education center and visiting the booths with their beautiful equestrian saddles, boots, apparel, and equipment.
Alltech, the primary presenting sponsor for the event, branded the wayfinding and informational signing with equestrian imagery to add character. This temporary signing was well executed, with Alltech taking subtle credit. Bold graphic statements by Rolex, Reem Acra, Makers Mark and Ariat converted simple structures into works of art and added an air of anticipation. Alltech wrapped the main grandstand bleachers in an equestrian scene and national flags that palpably stated “here’s where the excitement will happen.”
“Kentucky Welcomes the World” is the tagline for this exciting event. Visit the Kentucky Horsepark and Lexington to join in this historic celebration and take a glimpse into a world that most of us know little about.
Entry pavilion signing and walkway graphics were informational and inspiring.
The horse symbol for the games, executed in lights and crystals, inside the Alltech Pavilion.
Simple gestures from Rolex and Tarter helped create ambiance.
October 4, 2010
Located in NoHo in NYC, Partners & Spade is a creative studio producing films, books, apparel, and products and well as marketing, branding and retail design. Andy Spade and Anthony Sperduti established the studio in 2008, and since have worked with brands ranging from Absolut Vodka to J. Crew to K-Swiss.
Be sure to check out their blog, not only is it a brilliant collection of inspiration, but there is a filter tool that allows you to sort posts by chroma.
Partners & Spade store design (with Rogers Marvel Architects)
J. Crew Liquor Store, mens store design
K-Swiss limited edition product collaboration
September 13, 2010
One of the most popular trends in the branding world right now is subversion – brands that write their own rules, don’t take themselves too seriously and dance to the beat of their own drum. When I think about it in the context of the post-recession consumer, this type of messaging makes sense and is a smart move for certain brands. The new consumer mindset is one that is adverse to contrived media messages, pragmatic and frankly, could use a pick-me-up!
Here are some of my favorite examples of how brands are using subversion, irreverence, or just sheer wit to reach out to consumers:
While this type of subversive brand messaging may not be applicable for all types of industries or brands (i.e. hospitals), providing this type of communication to a relevant audience has already proven to be successful. Both Toyota and Duluth Trading Co. attribute their increase in sales to these marketing campaigns.
