legends

What can we learn from the Black Eyed Peas about Brandtelling and inspiration?

January 31, 2010

will.i.am via last.fm The Black Eyed Peas are sure to win a Grammy Award tonight — likely more than one. And no wonder. The Black Eyed Peas are Brandtellers! They know their audience, they know themselves and they know their brand story. They also know a thing or two about inspiration. According to bandleader, Will.i.am: [...]

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What can you learn from Intel’s new ads?

August 16, 2009

Before I begin praising Intel’s new ads, let’s talk about the challenge they face: How do you tell a brand story about something that is nearly impossible to see? Our agency works with a number of technology companies and we frequently face the task of differentiating among similar technologies, products and services. This is an [...]

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Does your brand have a frontman?

July 29, 2009

Certain bands are known for their frontman — the guy (or gal) who is most associated with the band. Think Mick Jagger, Pete Townsend, Bono, or Steven Tyler. These larger than life entertainers are most associated with their bands, even though the bands aren’t named for them. Bon Jovi and Paul McCartney would automatically be [...]

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Do brands change?

July 13, 2009

Perhaps a better question is: “How often do brands change?” Because the answer to the original question is: “Of course they do.” Brands change all the time. They evolve (even religion-related brands). Sometimes they reach out to new markets. Sometimes they extend their brand families to include new products. Sometimes they pare back. The key [...]

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Did you hear him?

November 5, 2008

Just a quick note on this historic morning. President-elect Barack Obama is a wonderful, powerful and dynamic speaker. And his use of a story to move the narrative of his acceptance speech on Tuesday night is a great example. Just look at how he tells the history of America through the eyes of a 106 [...]

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