Creative Strategy


Smart Enough To Fail Forward

| Creative Strategy · Entrepreneurship

“Ignorance was our greatest strength,” admits Vice CEO and co-founder Shane Smith. “We were too stupid to fail.”   Sometimes knowing too much about WHAT WAS is what keeps businesses from realizing WHAT COULD BE. If Vice had stuck with the format they knew best — publishing — they would never have become the broadcasting […]

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Airstream Pulls In Mobile Entrepreneurs & Millennials

| Branding · Creative Strategy · Culture

Like many American brands, Airstream‘s core consumers are Baby Boomers. But they are actively reaching out to younger consumers for growth and sustainability. The fact that Airstream trailers are still 100% American made is a key brand value. Another strategy for finding relevance with younger consumers involves going straight to them and asking how an Airstream might fit into their […]

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The Willy Wonka Of Coffee

| Branding · Creative Strategy · Retail

A brand that has significantly raised the bar for design standards in retail experience, packaging, customer loyalty, and so much more now makes us reach even higher. Starbucks Reserve Roastery & Tasting Room has just opened its doors and blown my mind. The physical space is described as a “one-of-a-kind coffee shrine” in their hometown Seattle, Washington. And […]

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Timberland Goes Toe to Head

| Branding · Creative Strategy

Timberland’s Chris Pawlus gives an in-depth interview, sharing his personal career growth from footwear designer to Vice President, Global Product Creative Director and how it intersects with the evolution of the Timberland brand from footwear to lifestyle.

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Your Brand’s Body Language

· | Branding · Creative Strategy · Culture

How you present yourself says a lot to people who come in contact with you. As humans we know that the clothing we chose, how we style ourselves, and our body posture, gestures, facial expressions, and eye movements all give others cues about who we are and what mood or behavior we are prepared for.     For brands, especially […]

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Harley-Davidson’s First Electric Motorcycle Surprisingly Doesn’t Suck

· · · · | Branding · Creative Strategy · Sustainability

I swear, we were JUST talking yesterday about how cool and lightweight an  electric motorcycle would be to ride. And today we see this announcement that Harley-Davidson has just introduced their first.   According to Mark-Hans Richer, Harley’s top marketing guy, “Any business has always got to look ahead to see where customers are interested in […]

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