Archive for 'Brand Strategy'
Posted on 09. Sep, 2014 by Jon Bird.
Tweet Flagship stores dot the major shopping thoroughfares of the big cities of the world. Often they are distinguished as much by their size as by their distinctiveness – they are monolithic versions of their mall-based cousins. Yes, they may have a feature or two – a massive digital screen here, a café there – [...]
Posted on 23. Jul, 2014 by Jon Bird.
Tweet One evening last week, a possible vision of the future of urban transportation pulled up outside a bar in the Mission District of San Francisco. I summoned it in less than a minute, using an app on my smartphone. By the time I had got up from my stool and walked outside, my ride [...]
Posted on 18. Jul, 2014 by Jon Bird.
Tweet Many a giant creature has loomed over the streets of Manhattan, at least in celluloid form – most famously King Kong and Godzilla. And now a more benign (but equally huge) being has followed in their footsteps – a six-story metallic yellow balloon dog, which has suddenly appeared on a building on Fifth Avenue. [...]
Posted on 08. Jul, 2014 by Jon Bird.
Tweet Is there anything truly original in this world? The TED Radio Hour podcast on America’s NPR asked that question recently and answered with a definitive “No.” “As far as we know, the Big Bang is original,” observed TED speaker Kirby Ferguson. “And everything else is derivative,” chipped in host Guy Raz, completing the thought. [...]
Posted on 30. Jun, 2014 by Jon Bird.
Tweet “Clean underwear on demand.” That’s the pitch for FlyCleaners, a New York-based laundry and dry cleaning start-up, currently prowling the streets of Brooklyn with more locations coming soon. Powered by a smartphone app, you simply click, and a few minutes later a “FlyGuy” materializes in a blue FlyCleaners truck and whisks away your unmentionables. [...]
Posted on 26. Jun, 2014 by Jon Bird.
Tweet The Cannes Lions bills itself as the biggest creative communications festival in the world. Starting out as an advertising show 61 years ago, it now sprawls across numerous categories, awarding work in sectors as diverse as “Innovation” and “Promo & Activation.” Two other festivals have used the same exotic locale over the years. The [...]
Posted on 02. Jun, 2014 by Jon Bird.
Tweet One of the best shopping experiences in the world right now is anything but fancy. In fact, it is about as stripped down as retail can get – concrete floors, product on palettes, warehouse ceilings with struts and skylights. Despite the unflattering surroundings, this particular chain also charges customers just to get in the [...]
Posted on 22. May, 2014 by Jon Bird.
Tweet FMOT, SMOT, ZMOT…WTF? The first three acronyms are from the lexicon of “shopper marketing,” the last one a humble retailer’s exasperated “what the?” response. What does it all mean? And to use another truncation, is shopper marketing just so much BS from a bunch of (likely) MBA’s? I’ve been asked that question many times [...]
Posted on 13. May, 2014 by Jon Bird.
Tweet This is the story of Kevin Plank: who went from a dusty basement in Washington D.C. to Broadway in 18 years. It’s the tale of the then 23-year-old who started a business in his grandmother’s row house and finished up with a “Brand House” in New York City. It’s the fable of Under Armour, [...]
Posted on 07. May, 2014 by Jon Bird.
Tweet The golden era for brand marketers was the time of “Mad Men” ‑ when a snappy slogan or a cute commercial helped to differentiate brands, and build an emotional bond between consumers and their Lucky Strike cigarettes, Chevrolet cars, Hershey chocolate or Playtex bras. As the last season of “Mad Men” floats into the [...]