Category Archives: marketing
Three Keywords (And One Mantra) For 2012
The idea of setting up three keywords (or touchstones, or filters) to guide the year is something I saw exactly one year ago on the stellar blog of Tom Webster. It’s far past time I did something with the idea for myself. But first, a quick note on “why?” Last year was a good year professionally. I accomplished many of … Continue reading
Social Media Makes Logos More Important
I think Scott McCallion did a great job of exposing the fact that where GAP really went wrong in their logo redesign was spending money on a brand mark rather than crafting a better way to become relevant in people’s lives. I highly recommend reading the post. But I think he went wrong with this point: “Simply put, no one … Continue reading
Was the Old Spice campaign marketing? Or market research?
Yesterday, my Brand Aperture cohort wrote a great post, examining the extent to which consumers discuss brands on Twitter, by the numbers. The points and questions he raised got me thinking about many things. But for this post I’ll concentrating on the following question: If the data is plentiful and brands could *potentially* find insights on Twitter… what does the … Continue reading
People don’t really hate marketing.
I have a hypothesis that I tend to look at clocks when there is a pattern present. It always reads things like 11:11, 12:34, or 5:55. Happens all the time. I’ve told my wife this several times. And every time I do… she tells me I am crazy. Instead, she thinks I look at the clock all the time but … Continue reading
Metrics Make More Successful Creative
A New Approach to Marketing Research and Creativity.
The Brand Aperture Blog exists to explore the connection between real-time research and 21st century brand expressions. Think about it in the simple terms of… Heisenberg’s Uncertainty Principle. It’s not as complicated as you may think, and the relevance of the theory to marketing in today’s digital marketplace is fairly clear. In a nutshell, the Principle states that certain physical … Continue reading
