Design Team or Creative Team? Why Semantics Matter.

Design Team or Creative Team? Why Semantics Matter.

What do you call yourself?

Throughout my entire career, I’ve always identified myself as part of a Creative Team. Recently, though, I’ve changed my thinking and now see myself as contributing to the efforts of a Design Team, and here’s the main reason why:

Creative Teams create assets. Design Teams design solutions.

And, as creative as any asset may be, it’s just window-dressing if it’s not part of a bigger, deeper, overall marketing strategy that is actually solving a problem.

Not just the client’s problem, but, most important of all, the consumer or end-users problem.

And that’s why I’ve changed my tune. What about you?

Case Studies

Bringing Together 2 Iconic Brands

Bringing Together 2 Iconic Brands

When Capital One acquired ING Direct (INGD), the opportunity was great … and so was the obligation. ING Direct was not a typical business, nor was it a typical brand. The brand’s success was the result of intentionally differentiating itself as much as possible from the way other financial institutions presented themselves. And, as relatively…+

AdWatch: Apple, Maya Angelou and The Human Family

AdWatch: Apple, Maya Angelou and The Human Family

What do you say when you are a global brand? What do you say when your products are practically ubiquitous … shorthand for an entire class of technology? What do you’ve when your champions and critics have said nearly everything that could be said? You let a poet speak. You let a poet speak not…+

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What’s Wrong With the New KFC Campaign?

What’s Wrong With the New KFC Campaign?

So, what’s wrong with the new KFC campaign? The one that reintroduces a chicken-crazed world to one of its its foremost harbingers, The Colonel, Harlan Sanders. Before answering that question, let’s take a look at the problem this advertising is looking to address. KFC, like its fast-food pioneering cousin McDonald’s, has been seeing sales go…+

How to Choose the Right Ad Agency

How to choose the right ad agency.

According to Agency Spotter, there are over 120,000 companies and entities that choose to define themselves as advertising agencies in the U.S. alone. Worldwide the number is over half a billion. That’s quite a universe. How can you possibly choose the right one? Or, maybe more importantly, avoid choosing the wrong one? There are several…+

Do You Know Me?

Do You Know Me?

Hi there. I’m the consumer. (Actually, I think I prefer The Consumer.) Remember me? I’m the one onto which all your marketing attention should be focused. But I think maybe, just maybe, you spend a lot of your time thinking about things like Channel Strategy, and Content Optimization, and Shopper Marketing Fundamentals. And that means…+