Monthly Archives: August 2009

Is Ogilvy still relevant in the Interactive Age?

Posted on August 27, 2009 by Kirk

BrandSTOKE Book Review: ♦♦♦♦ “When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.” As one might expect from David … Continue reading →

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Which are the best books on marketing?

Posted on August 24, 2009 by Kirk

Every year more books about branding, marketing and advertising are published. Incredibly, entering “branding” into Amazon’s search function generates 55,990 results. “Marketing” generates considerably more. I’m not sure why there is so much proliferation on the topic except that apparently … Continue reading →

Posted in book reviews | 3 Comments

Why “trusted” isn’t the brand essence

Posted on August 19, 2009 by Kirk

A brand attribute that always surfaces in the 50 or so branding workshops I’ve conducted is “trusted.” Workshop participants feel pleased broaching it. They passionately relate how their customers trust the brand to meet their needs, get it done, do … Continue reading →

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“Why” uncover strategic insights?

Posted on August 10, 2009 by Kirk

Small children are notorious for asking “Why?” “Why is the sky blue?” “Why is the grass green?” “Why does Mr. Phillips yell when I play in his yard?” Why questions often send parents scrambling to the library or the internet. … Continue reading →

Posted in research, strategy | 1 Comment

Cash for clunker slogans

Posted on August 4, 2009 by Kirk

Time to turn in that old high-mileage, gas-guzzling ad slogan for a new one. Here are some candidates: Acura: Advance Audi: Truth in Engineering Buick: Drive beautiful. BMW: The Ultimate Driving Machine Cadillac: Life, liberty and the pursuit Dodge: Grab … Continue reading →

Posted in advertising, copywriting, retail | 3 Comments