BlackBerry Brand Audit

A comprehensive Brand Audit conducted for BlackBerry Limited, a challenger brand in the mobile device and software industry. The brand has experienced great highs and great lows since its beginning in 1999. Prior to 2011, it was an industry leader...

Creative Approach for West Virginia Travel & Tourism

As we approach the final project for Digital Storytelling, we are sharing our first drafts of our approach and scripts. My approach is a fictional one. Comments welcome. I will be refining this video project for submission next Monday. My creative revisions have led me to a theme that incorporates the “almost heaven” association with …

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Creative Briefs

Image Source: justcreative.com This week's Digital Storytelling assignment is developing creative briefs. Here's my 2 clients: #1 – West Virginia Tourism (www.wvtourism.com) Focus: Headline – “It’s what you won’t find here that matters” – The video will focus on the aspects of tourism that will not be part of the West Virginia experience. Scenes of …

It’s a Spring Thing

Spring is my favorite season, and it marks the beginning of a period of high productivity for me. I've collected some IMC tips and ideas from a variety of great sources that I hope will give you some new energy or idea for your business.

Commercials that aren’t about their products…

This week’s IMC-634 Digital Storytelling assignment asked for a review of commercials that intentionally minimized product information.  The following 3 came immediately to mind: Kmart’s “Show Your Joe” Christmas commercial was aired in November of 2013. I was highly amused and somewhat shocked when I first saw it on television. The commercial shows a line …

The NEW Retail Therapy

I confess… a shopping break is restorative for me. Can anyone else relate? It seems I'm far from alone in enjoying both on and off-line "retail therapy". Research indicates that it really does help alleviate feelings of sadness and spark our motivation. I know it works for me! New research has found that retail therapy …

Web Design Factors That Influence User Behavior (Part 5)

This following is the final excerpt from my final paper for IMC-635 Visual Information Design. You can read the entire paper here.  ~by JoAnn Carpenter   One of the most effective ways to test user behavior is always going to be trial and error. Therefore, website redesign presents us with a valuable opportunity. Hoa Loranger in …

Relationship Transformation

Long-time friend, colleague, client and author Kevin A. Clark graciously provided the following article, also available in pdf format: Relationship Transformation   RELATIONSHIP TRANSFORMATION by Kevin Clark President and Federation Leader, Content Evolution LLC Director, Emeritus, Brand and Values Experience, IBM Corporation   Creating and maintaining relationships. Relationships are increasingly at the core of marketing and communications practice. Push strategies …

Web Design Factors That Influence User Behavior (Part 4)

This following is an excerpt from my final paper for IMC-635 Visual Information Design. You can read the entire paper here.   Eye tracking is a great tool that provides more insight into consumer behavior. Online marketing guru Neil Patel in “8 Powerful Takeaways from Eye Tracking Studies” summarizes the findings for website design. First …

Web Design Factors That Influence User Behavior (Part 3)

This following is an excerpt from my final paper for IMC-635 Visual Information Design. You can read the entire paper here.   Let’s talk about all those available pixels. In “Homepage Real Estate Allocation”, Jakob Nielsen says that “websites spend too little homepage screen space on content of interest to users and fail to utilize …