Brand Architect tag:typepad.com,2003:weblog-185901 2010-03-10T06:39:20+02:00 thinking and observations of patrick collings TypePad BrandArchitecthttp://feedburner.google.com Raining Fish Makes for Good TV Ad tag:typepad.com,2003:post-6a00d8341d55ee53ef0120a91e423a970b 2010-03-10T06:39:20+02:00 2010-03-10T06:39:20+02:00 Apparently the fafrotskies phenomenon is a rare meteorologic phenomenon that has been reported throughout history and occurs when whirlwinds or tornadoes pass over bodies of water, sucking up small animals like fish and frogs into the clouds. These creatures are... pjcollings The Dangers of the Ivory Tower View tag:typepad.com,2003:post-6a00d8341d55ee53ef0120a8ee8056970b 2010-03-03T02:20:23+02:00 2010-03-03T02:20:23+02:00 They shouldn’t, but too many brand managers and strategists do it all the time: trapping themselves in the ivory tower of head office and a limited view (read understanding) of the market and their brand’s interaction with consumers. Management cartoonist... pjcollings The State of the Internet tag:typepad.com,2003:post-6a00d8341d55ee53ef01310f4e7d74970c 2010-03-01T22:03:30+02:00 2010-03-01T22:03:30+02:00 Click through to see a nice insight into the size, composition and activity of the Internet. Can’t vouch for all the numbers in the video but many of them are similar to what I have seen elsewhere. pjcollings Marketing to Keep Up With The Joneses tag:typepad.com,2003:post-6a00d8341d55ee53ef0120a8db5f79970b 2010-02-27T08:42:23+02:00 2010-02-27T08:42:23+02:00 The Joneses, with the tagline “They’re not just living the American dream, they’re selling it”, is an interesting concept for a movie scheduled for release in April. The storyline is that the “perfect family” move into an upscale gated community... pjcollings Getting the Message Home tag:typepad.com,2003:post-6a00d8341d55ee53ef01310f22d01c970c 2010-02-20T22:27:44+02:00 2010-02-21T08:27:11+02:00 Above is an exceptionally well conceived and executed French television commercial to combat drunk driving. It works backwards from the normal execution of excessive drinking leads to a horribly accident and disfigured victim. Ad agency was Lowe Strateus in France,... pjcollings Integrated Brand Strategy Workshop tag:typepad.com,2003:post-6a00d8341d55ee53ef0120a8af4993970b 2010-02-18T05:43:42+02:00 2010-02-18T05:47:27+02:00 A couple of times a year I present a masterclass workshop on integrated brand strategy which looks at crafting and implementing brand strategies that embrace both the business and creative sides of branding, particularly in turbulent and ever-changing socio-economic environments.... pjcollings The Dearth of Originality tag:typepad.com,2003:post-6a00d8341d55ee53ef0128779fa096970c 2010-02-14T21:53:56+02:00 2010-02-14T21:53:56+02:00 Another new ad, another previous ad that is remarkably similar. This time between a commercial for Coca-Cola that aired during this year’s Super Bowl and a 2002 ad for an Israeli milk brand Yotvata. The Yotvata commercial was by Shalmor... pjcollings Luxury Brands’ Two-Tier Strategy tag:typepad.com,2003:post-6a00d8341d55ee53ef01287799d4dd970c 2010-02-13T15:58:06+02:00 2010-02-13T15:58:06+02:00 After a couple of tough years, luxury brands are embarking on a two-tier strategy with The Wall Street Journal reporting that luxury designers are limiting production of some high-end items to foster a sense of scarcity, whilst at the same... pjcollings 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