In the digital world, run a banner campaign and achieve a 1 1/2% conversion rate and you’re a hero. As a branding guy, I worry about the other 98 1/2% of our target audience. In this age of consumer-driven relationship we must be thoughtful and strategic as to how we meet branding and marketing goals.
In two previous posts in this three-part series I discussed Identity and Imagery. In this post I will explore bringing those elements of visual branding together in a cohesive, integrated campaign strategy.
In my previous post I explored Identity elements including logo, color and fonts. In this post the focus will be on imagery including, photography, video and iconography as strategic builders of the brand story.
Pixelslave, is a generalist agency. We provide branding and marketing services to B2B and B2C clients across many categories. Few things grind my gears as much as RFPs requiring or strongly favoring deep category experience or category specialization. Why? With few exceptions, your category is not as unique as you think it is.
I recently returned from the Ad Age Small Agency Conference. It was a full day of inspiring success stories and frank discussion of challenges specific to the small agency world.
In my previous post I discussed brand building strategies at the point of sale for retail businesses. In this post I’d like to expand upon a few passing references to online strategies. There are many opportunities to provide a differentiated brand experience on the the web, but there may be trade-offs to evaluate and understand […]
The creative process is a strange animal indeed. After spending most of my adult life involved in creative services I can’t claim to understand how we access our creativity in a reliable and repeatable way. Even after so many successful instances, the blank page of a new project provides a combination of excitement about the […]
I recently picked up a paperback and the blurb on the back began with “The murder of a successful advertising executive…” I’m, of course, thinking who would want to kill a successful advertising exec? When I think about it though, perhaps consumers have us on their termination lists. They still do not trust us. The […]
I began my career in advertising as a photographer in the pre-digital age. During shoots at my studio it was not unusual for the agency creative team to spend the long periods when they weren’t needed on set brainstorming campaign or ad concepts. Most typically this would be an art director/designer and a copywriter kicking […]
I was driving down the turnpike on my way to the office. Looking at all the bumper stickers, decals, vanity license plates and assorted other messaging people put on their cars got me thinking about the ongoing discussion about privacy as relates to using personal information to serve relevant advertising. People seem quite willing to […]
Is it possible that Google Analytics and other enterprise analytics platforms influence in the interactive space is so profound that it has forever changed the face of traditional, offline advertising? Let’s be clear about one thing. Metrics and measurement are not new concepts. Direct Response advertisers have been relying on such data to optimize campaigns […]
I’ve been thinking a lot about age lately. Advertising is a very youth oriented industry. Walking the halls of agencies, it’s immediately apparent how young the personnel are. That perception is reinforced when reading blog posts and commentary from older advertising veterans angry about being unable to find employment. According to the US Census Bureau, […]