THE NUTS AND BOLTS OF BRANDING

Our thoughts on advertising, branding, marketing, and technology
A Meaningful Customer-Centric Digital Strategy

A Meaningful Customer-Centric Digital Strategy

Data is fast becoming the most valuable commodity known to man. As an infinite resource with evolving applications, the pace at which organizations can acquire, manage the flow of, and leverage data is becoming a crucial factor in the future success of businesses,...

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Once Upon a Brand

Once Upon a Brand

Whether you are Nike, Starbucks, or a life science startup, you have a story to tell. A story about the moment when the spark of inspiration and discovery shaped a disruptive therapy that could help change lives. But the truth is, many startups are still in a research...

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Warby Parker Rolls Out Scout, Its First Contact Lens Brand

Warby Parker Rolls Out Scout, Its First Contact Lens Brand

Warby Parker Rolls Out Scout, Its First Contact Lens Brand After setting trends in both eyeglasses and direct-to-consumer business models over the past decade, Warby Parker is getting into contact lenses. Starting today, customers can shop Scout by Warby Parker and...

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TikTok’s Chief Is on a Mission to Prove It’s Not a Menace

TikTok’s Chief Is on a Mission to Prove It’s Not a Menace

TikTok’s Chief Is on a Mission to Prove It’s Not a Menace Like almost everybody who runs a big tech company these days, Alex Zhu, the head of the of-the-moment video app TikTok, is worried about an image problem. To him — and to millions of TikTok’s users — the app is...

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6 Tips for Small Business Saturday

6 Tips for Small Business Saturday

6 Tips For Small Business Saturday There is a lot of excitement surrounding the upcoming Small Business Saturday on November 30. No doubt there are different strategies and tactics for smaller businesses versus Fortune 500 size businesses, but in the end, all...

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Burgers, Not Sex, Will Be the Focus of New Carl’s Jr. Ads

Burgers, Not Sex, Will Be the Focus of New Carl’s Jr. Ads

For years Carl’s Jr. tried to get attention by following an old advertising adage: Sex sells. The fast-food chain’s commercials featured Heidi Klum licking a burger, Kim Kardashian lounging in a bubble bath and Paris Hilton in a revealing swimsuit washing a Bentley....

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Content Marketing Is The New PR

Content Marketing Is The New PR

For decades, the public relations industry relied on the media to publish clients' stories and help them raise visibility to achieve results. An agency would pitch a news outlet on a potential story, and that news outlet would either run the story or not. As...

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