Trade shows. Love them. Hate them. Necessary evil or opportunity to get out there and meet your people. Touring many shows today, one would believe that many companies view shows as necessary evils that they hate. Because that’s what it looks like.
You have a product, a company. You want to advertise your product, but you don’t want to be as obvious as “hey, my product does...” or “my service is the right choice for you because...”. Selling a product on its own merits is just so passé. What you really want is for people to feel good about your company. No. Not just good…righteous.
For some, choosing an agency to care for their brand and marketing can be a challenge. What to look for, what to believe, what to say to a prospective marketing partner as you search for the one who will get you and deliver on the opportunities available.
Scarecrow, Chipotle’s recent marketing campaign, has earned more than its share of column inches. Content marketing zealots were quick to diarize its creative prowess and slick production values, shouting its praises in industry publications and on association blog rolls immediately.
As people whose primary function it is to entice people to embrace a brand, accept an idea or to buy a good or service, we sometimes have to take a moment to wonder why perfectly reasonable organizations resort to deep discounting just before the holidays and immediately after.
You arrived late to the great social media party with your brand in tow, only to discover that the fun police (i.e., parents of the world) had shown up as well, making it instantly uncool. This doesn’t mean you should abandon all efforts to reach "The Kids" with your brand messaging.
There's nothing wrong with trying to emulate the greats. As creatives, it’s how we learn. It’s how we advance—it’s how we stay sharp. But to create works that are new—original, even—it is essential to insulate the brain from the work that has come before.