Category Archives : Brand Experience


Creative Inspiration: Fuel for the Soul cooking class & dinner

We joined a magical journey into the culinary world with Chef Tiziana in her home located in Boise’s North End neighborhood. Each month she offers a fantastic new itinerary for globe-trotting via a series of intimate, instructional cooking classes. Jenny and I went for the tastes of Italy. The evening included not only the opportunity to prepare new recipes, but also to learn a plethora of cooking techniques. We shared a full 5-course meal with wonderful new friends. Details about their dinner events and cooking classes can be found at www.fuelforthesoulboise.com


Consider all the other Marketing P’s — there is more than “product” in life cycle planning

Remember to look at more than just the “product” in life cycle planning. Consider all the other Marketing P’s: – Place (distribution) – Price (contracts, incentives) – Promotion (unique channels) – Packaging (novel, convenient) – Put-ups (sizes, kits, bundles) – Personal support (services offerings) – Professional development (education, training, certification)


Is “copy” content? Are songs “literature?”

I recently saw a headline in an industry journal that read don’t mistake copy for content. So I was also equally intrigued by Bob Dylan’s remarks delivered at his Nobel banquet in Stockholm last December, asking the question are my songs literature? Dylan said “If someone had ever told me that I had the slightest idea of winning the Nobel prize, I would have to think that I’d have about the same odds as standing on the moon. I’m too often occupied with the pursuit of my creative endeavors and dealing with all aspects of life’s mundane matters to ask […]


The key to brand storytelling: from NBCU Content Studio

Through brand storytelling — regardless of the genre, target, platform or format — brands now have the power to redefine how they connect with their consumers and tell their stories. This according to Wendy Wildfeuer, senior vice president of the NBCU Content Studio. With access to NBC Universal’s expansive community of storytellers in front of and behind the camera-from producers, writers and directors to show runners and on screen talent-the Content Studio brings together a range of unique personalities and capabilities from across the entire NBC Universal portfolio. Marketers can use this talent not only to develop their brand’s story […]


Airbnb extends its brand with global magazine publisher

Airbnb has extended its brand with a new partnership with global publisher, Hearst, to create a new Airbnb magazine. The very first issue was distributed to a crowd of Airbnb hosts at the company’s annual Airbnb Open in Los Angeles. Airbnb CEO, Brian Chesky, described his miniature Oprah moment: copies were taped to the bottom of the auditorium seats. The premiere issue has 28 pages of editorial content, and is entirely devoted to Los Angeles, the host city of Airbnb Open. Content includes how to navigate LA, profiles of Airbnb super hosts, spotlights on select LA neighborhoods, and profiles of […]


4 trends with the potential to change behavior in the patient journey

Whether medication compliance, kicking a bad habit, or some other form of behavior modification, change remains elusive, yet it’s obviously extremely vital. Read about these four trends that hold the promise of nudging healthier behavior along the patient journey (excerpted from MM&M)   STAGE: EXPERIENCING SYMPTOMS | TREND: Marketers get serious about behavior change “Behavior change has been in place in a lot of ways in marketing for decades and decades,” says Johanna ­Skilling, EVP, director of planning, U.S., at Ogilvy CommonHealth Worldwide. “Every time you ‘click here’ or ‘call here’ or download something, that’s behavior change. We just didn’t call it […]


“Konbini” — a new concept in serving needs of seniors emerging from Japan

Much has been written about how the new millennials are opting to do shopping online. At the other end of the generational spectrum, a trend is developing to move beyond simply convenience into senior care. In Japan, this concept is called konbini. In a article in this quarter’s Stanford Social Innovation Review, author Noel Duan writes that in Japan you can find senior citizens gathering for hours at a time, not at a local social club, but at their neighborhood 7-Eleven. In addition to buying ready-made foods, they might be singing karaoke, participating in a calisthenics class, paying their bills, […]


New technology tools as part of the brand experience

In today’s pharma world where traditional avenues of growth have been harder to come by, improving compliance and adherence is an important area of focus for today’s marketers — especially since last year was a relatively low point in new drug approvals. Not to mention a year in which proposed price increases on marketed products attracted unwanted public attention. Improving patients’ ability to stay with the doctor’s prescriptions is in a key area of opportunity for drug companies. The optimal adherence rate for patients on medications for chronic diseases should be around 80%, according to Dr. Rajesh Balkrishnan, professor at […]


My A2U interviews reveal patients’ issue of limited time with doctor

In all my interviews this year using my A2U discussion tool, one of the areas that came up over and over was the limited time patients have in a doctor’s office. To get the most out of this short time, and perhaps even a healthier outcome, here are 10 tips that doctors have recommended. This comes from an article in the Wall Street Journal called Get The Most Out Of A Trip To The Doctor, written by Sumathi Reddy. Having just 15 to 20 minutes with a doctor seems awfully short, but here’s how to get the most of it. […]


“The table is just the start” says OpenTable’s updated brand

Although I often share articles and industry trends from common news sources, every once in a while a more obscure piece comes across my desk that I feel compelled to share. This is a case study for the popular restaurant-reservation app, Open Table. Maybe you’ve used this app, but regardless, the case study is a terrific branding example and I thought you would appreciate it. Click the link to a PDF of the branding case study presentation from Brandfolder. opentable_casestudy_final “What began as a simple restaurant reservation service is now a transformative force in the way restaurants and customers interact. […]