Blog
Halo Brands and Help-me Brands —strategies for BUILDING BRAND VALUE
The design of products is a process that starts factually: taking into account the human needs (size, shape, utility, cost). Yet, product development, like product purchase, is essentially an intuitive process. Is the emotional attraction of a Tesla paying 4X the cost of a Nissan Leaf? The answer is non-numerical: It depends …
AVOIDING THE FIVE SINS OF PACKAGING
As a creative agency immersed in packaging, we hear a lot of bright ideas in packaging, a few horror stories, and also a lot of misconceptions. There are also some muttered admissions of dumb mistakes. After a while we recognize that many crop up repeatedly, meaning that they are common …
Branding for the era of Stakeholder Capitalism
The term “Stakeholder Capitalism” was coined by Klaus Schwab of the Business Roundtable in Washington D.C., who envisions a future where corporations function as trustees of society. How the concept will work with our current corporate structures is still very much under discussion. How will Stakeholder Capitalism effect the creation, …
Visual Writing: An implausible idea turns out to be powerful!
For those of us who are not professional writers but who must nevertheless write convincingly, anything that improves our expression in language is worth a look. Here’s one that is remarkably powerful: Using a great typeface when you write, especially one that suits your own personality, is a portal to …
Tipping Point For The Interactive Annual Report?
The ARC Awards are the longest running international annual report competition (30th anniversary this year!) I was honored to serve on the panel of ARC’s 60 worldwide judges for 2014 and 2015—which means spending quality time with several hundred of the thousands of excellent reports entered from all over the globe and many …
The Deep Satisfaction of a Mentoring Partnership
“If you are a mentor, how would you say your mentee has impacted your life?” This was the headline on a post by Hannah Breaux on the Phi Kappa Phi Quad. Her question helped me crystallize thoughts I wanted to share. Since the Quad isn’t public, I’d like to share …