For much of advertising’s history, consumers have been presented images of the ideal. Ideal bodies, cars, kitchens. The message was simple: you can be happier/prettier/better if you buy this product. With one purchase, you too can be the envy of the block. [...]
Tag Archives: branding
Brand Storytelling is Just a Fancier Way of Lying, Right?
This is the question asked by Dan Goldgeier over at Talent Zoo. He makes some interesting points, but I think there’s more to it. Here’s my take: True or not, people love a good story. More than that, people believe what they want. Those Axe commercials are horribly false (at least in my experience) [...]
The Bob Odenkirk Lesson Plan: How to Create Work that Works
Bob Odenkirk is a comedy chameleon. He’s been a part of goofy stuff (SNL), absurd stuff (Mr. Show), dramatic stuff (Breaking Bad) and terrible stuff (The Brothers Solomon, anyone?). Bob Odenkirk probably doesn’t have a resume, but he does have an IMDB page and it’s all over the place. So when he spoke at Energy [...]
Telling Brand Stories in the Digital Space
Often people equate branding with “having a logo.” Not the case. In order to get your brand to stick in a customer’s head, you need more than a type treatment. You need a story. For this reason, brands have long used storytelling for the TV format. Subway’s Jared story, Apple’s 1984, ESPN’s This is Sportscenter. [...]
On With The Brand
A director spends countless hours preparing a show for opening night. This one person is ultimately responsible for making it all come together. Actors are directed. Scripts are dissected. Movements are blocked out on stage. Wardrobe is designed. Sets are built. And lighting is mapped out. All before an audience can set eyes on the [...]
the art of the brand
“All worthy work is open to interpretations the author did not intend. Art isn’t your pet — it’s your kid. It grows up and talks back to you.” - Joss Whedon I like this for lots of reasons, but also because it seems to relate to brands as well. In the Olden Times a brand [...]
Branding is mental real estate
EXT. CAR AT THE SIDE OF THE ROAD – NIGHT FRED sits on his cell phone, squatting down and looking concerned at a punctured tire. FRED Targé? Dude, I really need your help TARGÉ is on the phone, his DJ hair blowing in the breeze, clothed all in stylish, hipster red, with a tshirt and [...]
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