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Eight Cues Madison Avenue Should Take from Broadway thumbnail

Eight Cues Madison Avenue Should Take from Broadway

As a creative in the advertising field, I’m constantly seeking new approaches, inspirations and strategies to fuel my work. Sometimes I find what I need through the usual suspects – design blogs, marketing publications and research articles – but recently, I found inspiration in an unlikely source that was both an entire industry away, and yet walking distance from where I sat.

Pulsing like parallel arteries through the center of New York City, Broadway and Madison Avenue notoriously house two of the greatest industries of the modern era: musical theater and advertising, respectively.


Moving Millennials thumbnail

Moving Millennials

”Irresolution is the worst pain of our times.” Descartes had passions to tweet about, but in 1649 not much choice on how and where.

Today’s tendency for Millennials (those born between 1980 and 1995) to book everything at last minute is a sign of a generation plagued with indecision in a world offering more choices than ever and alternatives to everything.


What’s Your Story? thumbnail

What’s Your Story?

As the father of two sons (5 and 8 years old) I read a lot of books at bedtime. I started with my oldest from the day he was born. Goodnight Moon. I can still recite it word for word. Board books, picture books, you name it – I read it. When he was about three years old I began to get bored with books about diggers, bunnies, aardvarks and bears, so I started to make up stories.


It’s All About Character, Roots and Characters: Marketing in the Middle Kingdom thumbnail

It’s All About Character, Roots and Characters: Marketing in the Middle Kingdom

China is moving more toward the middle of the world and it is living up to its authentic Chinese name. The Middle Kingdom continues to grow at a nice 8 points per year, it is the largest automotive industry by now, it has a new president (this week) for the next 10 years ,and the losses made elsewhere in the world are recovered by the profits made in China.

Welcome to the Middle Kingdom where consumers are positive, growth continues and where status and money continue to drive the purchasing power beyond parity. And with many companies going East (or West, if we talk about the USA), there are some obvious marketing and brand rules to follow for those who are still considering the move. Joining the growth in China is very attractive, but it will require a concerted and long-term effort. So, let me make the start a bit easier, as it will be difficult anyhow.


A Lesson in Brand Consistency thumbnail

A Lesson in Brand Consistency

When Walt Disney told his wife he wanted to open an amusement park she said, “Why would you want to do that? They’re unsafe and filthy.” But he went ahead and did it anyway and as they say, “the rest is history!”

To this day, Disneyland gets hundreds of thousands of emails and letters every year. Do they mention the characters? Yes. Do they mention the rides? You betcha. How about the food? Yes. But the number one reason people write to Disneyland is to remark about how safe and clean the park is. Yesiree, Walt’s number one objective when launching the park in 1955 still holds true today. Talk about brand consistency!


Being There thumbnail

Being There

So, you’re one of the privileged few global brands able to make sense of officially sponsoring the Olympics. Yay. Coca-Cola, Atos, McDonald’s, UPS to name a few of the very few. You are lucky enough to have the budget and the scale to participate in the one global event. You have an army of people working to prepare for years leading up to the games. Years.


The Beastie Brand thumbnail

The Beastie Brand

When I heard the news that Adam Yauch (aka MCA from the Beastie Boys) had lost his battle with cancer earlier this month, I was at a party for my son’s second birthday. It was May 4thand I was in a Mickey Mouse moon bounce, which seemed like an appropriate place to hear news, good or bad, about the Beastie Boys. As soon as I found a moment, I went on Facebook and Twitter to see what my friends were feeling, thinking, saying and sharing about the loss. Looking at the comments, it was clear to me why the Beastie Boys are the last band where I will care to remember the names of all its members.


The Most Important Brand You Never Think About thumbnail

The Most Important Brand You Never Think About

There is no escaping it. This tech-ed up world we’re living in has made dodging the marketer’s message nearly impossible. So much so, that as consumers we are all growing increasingly complacent to the onslaught of branded messaging we confront on a daily basis. As a student of the VCU Brandcenter, a microcosm of self-proclaimed brand junkies, the experience may be slightly different.

We love this stuff. Probably too much.


What’s In A Name? thumbnail

What’s In A Name?

“Cappuccino with skim milk for Nancy…Nancy, cappuccino……Nancy?”

After the third time I realized this call is for me. Since moving to the U.S. last year, I’ve been giving American names to baristas – not because I am a secret agent, but because it makes my life easier. “Renata” just seems too difficult for them. If I pronounce it with an “H” it sounds like “Hotel” and they don’t get it. If I pronounce with an “R” it sounds like “Restaurant,” and they don’t get it either. So I decided to say “Nancy” or “Cindy,” just to get things done faster.


To Timeline or Not To Timeline thumbnail

To Timeline or Not To Timeline

Unless you’ve been living under a rock, you know that a couple of weeks ago Facebook revealed that Timeline is available for Brand pages and will be mandatory for them as of March 30.

As web developers collectively groaned, marketers stormed the gated garden. Timeline’s storytelling potential spoke like a siren song to creatives around the world.

But we’re skeptical.


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