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Tag: brand personality


The Courage To Brand For The Long Run

By Michael Bollinger on August 28, 2013

During a capabilities pitch a few years ago we were sharing our agency mission – To create inspiring ideas for courageous clients – when the potential client suddenly stopped us in our tracks saying, “I’m not sure we’re that.”  This transparent confession threw us for a moment and ultimately ended our prospects with that particular client, but we are forever in her debt. She knew her company culture and ultimately spared us the demoralizing impact of a time and expense-sucking pitch for a client for whom we were ill suited.

When we crafted our agency’s mission we took Bernbach’s advice – “If you stand for nothing, you’ll find nobody against you – and nobody for you.” We were determined to not only describe what it is we do, but to be one of the few agencies to describe the kind of client for whom we wanted to do it – the “courageous” ones.

Continue reading “The Courage To Brand For The Long Run” →

A Word Is Worth A Thousand Pictures.

By Lindsey Smith on October 15, 2011

Believe it or not, there was a time in our industry when copywriters ruled. Tasked with leading the creative process, they would craft headlines based on brilliant strategies and slip them under the office doors of their art director cohorts. Only then would their second class colleagues embark on the relatively easy task of “coming up with a visual.”

My, how times have changed. Today the tables have not only turned–they’ve been upended –as our industry seems to now be ruled more and more by The Visual. Nowhere is this more evident than in today’s digital marketing mix.
Continue reading “A Word Is Worth A Thousand Pictures.” →

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