Technology is the prime-mover in today’s economy. And it’s not just traditional tech companies like Apple, Google and Facebook. Technology and technological innovation are driving major sectors such as energy, healthcare and financial. While the growth is welcome, it brings with it chaos, disruption and competition....
Recently our “See the Fit” campaign was honored with two silvers and one gold in the American Advertising Awards. The integrated campaign uses augmented reality to allow users to virtually ‘place’ the new scanner anywhere in real time. The iTero® Element™ Scanner is owned by...
“Nobody reads ads. People read what interests them. Sometimes it's an ad.” -Howard Gossage Too Many Words? If you've ever looked at your ad and thought "there’s no way anyone will read all this" you’re not alone. The “how much is too much” copy question is one of...
The biggest mistake companies make is introspection. They want to talk about themselves! Companys should focus on what the customer needs to hear, not what they want to say. It’s always about the customer and how you can make their life better. People don’t...
Digital marketing, however broadly you define it, has revolutionized every aspect of advertising, marketing and messaging. What digital marketing has not done is eliminate the need for a well-rounded marketing effort. Consider these 11 + 1 reasons you can’t market in a vacuum. Single channel bets...
Our hometown of Baltimore gave rise to one of the most skeptical minds in the annals of journalism. H. L. Menken made a career as a professional skeptic who could spin a yarn. So it’s with a skeptics eye that we should approach the idea...
Overcoming Insecure Copy Does your messaging leave your customers underwhelmed? Do your words try really, really hard, but fail to impress. Does your copy just sit there, taking up space that could be better filled by your logo and maybe a picture of the company dog?...
While pharmaceutical advertising seems to have exploded in the past decade, it’s been more of an evolution of laws rather than revolution of communication. The only thing more complex than US pharma communication laws might be the US tax code. In short, compliance can be...
Product naming occupies an interesting space within the larger marketing mix. It can be driven by left or right brain thinking, it can be rooted in function or emotion, it can be anchored in relevance or irreverence. Form vs function, emotion vs description. For every...
After a Long Discovery Phase, Augmented Reality Enters the Real World Like many technologies that don’t fit neatly within the existing world view, Augmented Reality went through a number of false starts. The idea of augmenting one’s reality—introducing computer generated images and information to one’s surroundings...