Category Archives: simplicity

Claim a niche. Rule your world.

Posted on December 13, 2011 by Kirk

It’s the holiday season. Allow me to go biblical: “I have become all things to all people so that by all possible means I might save some.” – 1 Corinthians 9:19-23 This may have worked for Paul, but it’s not … Continue reading →

Posted in health care, simplicity, strategy | 2 Comments

Most popular posts of 2011

Posted on December 6, 2011 by Kirk

This month BrandSTOKE is three-years-old. At the upper end of the toddler years, it enjoys improved motor and language skills. Though still developing emotionally, BrandSTOKE is growing more confident while exploring its environment. Thank you for continuing to subscribe, read … Continue reading →

Posted in advertising, art direction & design, authenticity, brand essence, budgeting, copywriting, health care, identity, loyalty, packaging, promotion, public relations, research, retail, roi, simplicity, social media, standards, strategy | Comments Off

Selling buzzwords, not brands

Posted on September 13, 2011 by Kirk

A recent article in AdWeek addresses a point I made in earlier posts: Brand essence by every other name Like diagrams? Then branding is for you! That is, marketing consultants are disserving their clients by creating a bewildering profusion of … Continue reading →

Posted in book reviews, brand essence, client-agency relationships, simplicity | Comments Off

Are artisan brands recession-proof?

Posted on July 19, 2011 by Kirk

At a time when most manufacturers are struggling for orders, imagine having to break this news to your customers: “As of June, 2011 the wait for a custom Vanilla (bicycle) is over five years.” Not only that, but the price … Continue reading →

Posted in authenticity, simplicity, strategy | 1 Comment

Break through the clutter with … silence

Posted on July 5, 2011 by Kirk

A lot of advertising screams to get your attention. Which is why this spot from Mutual of Omaha is so riveting. You’re watching a program on TV. The surrounding advertising seems even louder. Then you are confronted with absolute stillness. … Continue reading →

Posted in advertising, promotion, simplicity | Comments Off

When only big-ass branding will do

Posted on June 28, 2011 by Kirk

There are brand names … and then there is Big Ass. As should be expected, the Big Ass Fan Company makes fans. Extremely big ones. How did it get its name? According to the Big Ass website, “We started in … Continue reading →

Posted in promotion, simplicity | 2 Comments