How to Sequence Your Branding Campaign Part 1
The right recipe comes down to three ingredients: bonding, differentiation, and distinctiveness.
Should your logo have a face?
“Branding experts” routinely ignore the overwhelming weight of this scientific evidence.
Reframing Art, Bridging Generations.
Reframing brings old ideas into new perspectives, which changes the way you feel about something and leads to new decisions.
The Seattle Kraken’s Secret Revealed and Fool’s Gold.
You know how the Wizard of Ads is always talking about third-gravitating bodies? You can see it being used here with the colour.
Doritos, Brand Codes, and that Super Bowl Ad
Why would Doritos pay $12 million to waste, like, 55 seconds NOT showing the product? The answer is Brand Codes.
Brand Codes: Lessons from a $65 Million Re-Branding Disaster
First, what the hell are brand codes? And how do they strengthen memory structures while increasing profits?
All About Brand’s Visual Identity
The most well-known brands in the world. Coca-Cola. McDonald’s. Nike. They all have strong visual identities that are immediately recognizable.
The Missing Link to Getting Greatness From Your Designer
You finally receive the design, but it just really didn’t hit the mark. That's because of a poor (or nonexistent) Creative Brief.
David Ogilvy’s Secrets of Good Ads
"When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.”
Art is Not Subjective.
If you have the right artist, they make their decisions consciously and objectively for the purpose of drawing attention. And they do it using an invisible ally.
Ad Templates
According to the published research, 89% of award-winning ads could be classified into 6 basic templates. And the use of these templates boosted subjects' abilities to positively affect audience perception by 55%.
Avoid Scrapbooking Your Brand Visuals.
A “scrapbook company” doesn’t have the emotional connection to your brand that you do; so they give you a templated product that looks like everything else. Unremarkable.
The Most Powerful Words Are Unspoken
When you say it in your ad, the audience is as likely to dismiss it as accept it. When you cause the audience to say it in their heads, it’s automatically, unquestionably accepted.
Judging Ads: You’re (Probably) Doing It Wrong
I saw the following posted as a bit of humor online and thought it contained a powerful advertising lesson.
Creating Story Appeal On Demand (Part 2)
Attitude imbalances are the most useful for advertising — especially for branding — because they speak to and most directly reveal personality, character, and values.