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.
When it comes to discussing branding, there is a lack of consistency in terminology making it important to define one’s terms in order to have meaningful communication. In this series I’m going to split visual branding into three parts – identity, imagery and marketing/advertising.
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.
Technological change has always rewritten the rules whether we’re talking about warfare, industry or how we live our daily lives. Technology has taken us to a place in which an increasing percentage of our daily experience is in the virtual realm. The result of people being more wired is that there is no longer meaningful […]
A November 29th article in Wired Magazine titled Bargain Junkies are Beating Retailers at Their Own Game, reminded me of my ongoing concern about the future of retail brands. I commented to some colleagues about it, then saw an Ad Age article Why Groupon Could Own Your Brand’s Future. Bargain Junkies refers to Groupon as […]
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 […]
A few days ago a friend and marketing guru tweeted a question about whether luxury brands should employ loyalty programs. I think it’s a great question well worth considering. Luxury brands are certainly challenged in this economy, but deciding if, or how to design a loyalty program is a question of weighing short-term revenue needs […]