Brand Architect tag:typepad.com,2003:weblog-185901 2010-02-07T21:38:19+02:00 thinking and observations of patrick collings TypePad BrandArchitecthttp://feedburner.google.com Plain Copying or Jung’s Collective Unconscious tag:typepad.com,2003:post-6a00d8341d55ee53ef0120a8703d99970b 2010-02-07T21:38:19+02:00 2010-02-07T21:46:59+02:00 Increasingly we are seen highly regarded ads repeating what has already been done. The quickest answer is plain copying, but I think perhaps Jung’s theory of the collective unconscious, or an adaptation of it, deserves consideration. pjcollings The iPad and the Ad tag:typepad.com,2003:post-6a00d8341d55ee53ef01287763f68b970c 2010-02-04T22:13:50+02:00 2010-02-04T22:13:50+02:00 Amid all the hype about the iPad and its e-reader / tablet peers, one question, long overdue, is starting to emerge in more mainstream conversation. How will the ads fit into this new environment where physical anchoring is jettisoned in... pjcollings Insuring Women Over Backward Men tag:typepad.com,2003:post-6a00d8341d55ee53ef0120a8474d54970b 2010-02-02T14:30:00+02:00 2010-02-02T14:30:00+02:00 Humour sells and South African agency Black River F.C. uses it to great effect for their client 1st for Women insurance brokers. pjcollings The Future of the Media Industry tag:typepad.com,2003:post-6a00d8341d55ee53ef0120a8431afc970b 2010-02-02T01:34:42+02:00 2010-02-02T01:34:42+02:00 The future of the media industry is of vital importance to everyone in the communication industry, whether it be news or brand communication. Changes here are going to ripple across all related industries for a long time to come. Booz... pjcollings The New Rules of Brand Communication tag:typepad.com,2003:post-6a00d8341d55ee53ef0120a830cc2a970b 2010-01-30T16:43:28+02:00 2010-01-30T16:43:28+02:00 There is a lot of advice on the new rules of brand communication, especially in the social media space, going around at the moment. Adding their contribution to the growing list, management consultancy Accenture recently issued a nice wrap-up of... pjcollings The Ideas That We Have tag:typepad.com,2003:post-6a00d8341d55ee53ef0128771c91bb970c 2010-01-27T23:27:25+02:00 2010-01-27T23:27:25+02:00 Ideas exist within organizations, whether we embrace them or not. Management cartoonist Tom Fishburne points out in the cartoon above that the vast majority of ideas in an organization fall in between these two extremes, the Eurekas and the Zombies.... pjcollings Why Men Are Bad at Selling to Women tag:typepad.com,2003:post-6a00d8341d55ee53ef012877077981970c 2010-01-24T09:12:15+02:00 2010-01-24T09:12:15+02:00 Women make over 70% of the purchases of discretionary consumer goods and constitute the fastest growing global market - bigger than the consumer economies of China and India combined - and yet male executives don’t know how to sell to... pjcollings Coca-Cola’s First Global Viral Effort tag:typepad.com,2003:post-6a00d8341d55ee53ef012876fbbca7970c 2010-01-21T20:28:53+02:00 2010-01-21T20:28:53+02:00 Click through to see Coca-Cola’s first global viral effort designed to connect with teens and young adults outside of TV ads and online games pjcollings Forget About Predicting the Future tag:typepad.com,2003:post-6a00d8341d55ee53ef012876f49f2a970c 2010-01-20T13:58:21+02:00 2010-01-20T13:58:21+02:00 The only thing we really know about the future is that it is uncertain, but most brands still rely on a three-year strategic plans that plots the future and its outcome down to the last detail. pjcollings The Increasing Importance of PR tag:typepad.com,2003:post-6a00d8341d55ee53ef012876e15a03970c 2010-01-16T13:04:13+02:00 2010-01-17T14:43:37+02:00 Whenever I plan a brand communications campaign I start with the PR component. It seems, based on a recent article in The Economist, that others are taking the same approach. Click through to read more. pjcollings From Tiger to Other Creatures tag:typepad.com,2003:post-6a00d8341d55ee53ef0120a7d75109970b 2010-01-15T17:13:15+02:00 2010-01-15T17:13:15+02:00 Having dropped the philandering Tiger Woods, Accenture have turned to an elephant, frogs and chameleons to communicate their brand message. Pictures of the creatures in ads, including the surfing elephant above, will continue to use the longstanding tagline “High Performance.... pjcollings The Failure of the Critical Path tag:typepad.com,2003:post-6a00d8341d55ee53ef012876ceef01970c 2010-01-13T10:01:06+02:00 2010-01-13T10:01:06+02:00 Far too often the path from brainstorming to product launch, known as the critical path in project management parlance, results in a disappointingly different product to that envisaged at the outset. Management cartoonist Tom Fishburne captures the decline perfectly in... pjcollings