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...
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 … Continue reading Creative Approach for West Virginia Travel & Tourism
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.
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 … Continue reading Commercials that aren’t about their products…
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 … Continue reading The NEW Retail Therapy
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 … Continue reading Relationship Transformation
I ran across this article describing how a coffee pod manufacturer has called out Keurig for rigging their coffee makers to only work with Keurig brand K-cups. The point clearly made that "The K-Cup patent expired in 2012, leaving Keurig in a bind. Rather than embracing manufacturers and offering lower-priced licenses, the company decided to … Continue reading The Freedom Clip Breaks Coffee Pod DRM Because Java Wants To Be Free, Man