Mentioning the Unmentionable: Is There Ever a Good Time to Call Out the Competition?As a general rule, companies have steered clear of advertising that mentions their competition. With the exception of some carefully planned and executed outliers—campaigns like the Pepsi Challenge or MAC vs PC—mentioning negatives...

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 GossageToo 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...

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?...

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...