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(939, 1, '2010-07-15 19:27:25', '2010-07-15 19:27:25', 'By David K.\n<a href=\"http://cbxblog.com/wp-content/uploads/2010/07/lebron_james_witness.jpg\"><img class=\"size-full wp-image-1153\" title=\"lebron_james_witness\" src=\"/wp-content/uploads/2010/07/lebron_james_witness.jpg\" alt=\"\" width=\"500\" height=\"300\" /></a>\n\nWhen exactly did our beloved ballers become viewed, <em>exclusively</em>, as BRAND?\n\nWas it 1984, when David Falk took a lanky, Carolina Airness into the endorsement stratosphere and turned Swoosh into fan-crazed sacrament?  (The same birth year, I might add, of another mind-controlling, trance-inducer—the first Mac. Maybe Orwell had it right: Is it too far-fetched to cast corporate marketers in the role of “Big Brother?”) Or, was it much, much later—July 8, 2010—at the altar of ESPN’s <em>The Decision</em>, the Net Generation’s re-enactment of Greek myth-temple worship masquerading as slam dunk reality TV?\n\n“I’m taking my talents to South Beach,” revealed LeBron James on the program, officially driving a stake into the aortas of the Cleveland faithful.  With that, a bewildered 10 million viewers were then lured into a bath of brand-baptism following his on-air announcement—10 minutes of some peripheral, some explicit brand exposure on the tube, the equivalent of roughly <a href=\"http://adage.com/article?article_id=144882\">$3 million of comparable broadcast-exposure value</a>. VitaminWater, the University of Phoenix, and Bing, were just a few.\n\nReactions to LeBron’s logorama-confessional have been swift and critical: <a href=\"http://sports.yahoo.com/nba/news?slug=aw-lebrondecision070910\">“the Championship of Me</a>,” “<a href=\"http://www.vanityfair.com/online/daily/2010/07/lebrons-decision-to-avoid-the-path-of-greatness.html\">sycophantish idolatry,”</a> and “<a href=\"http://dailyme.com/story/2010070800000205/ethan-j-skolnick-contender-lebron.html\">arrogant exercise</a>,” were but a few, and downright genteel compared to Cavs owner Dan Gilbert’s <a href=\"http://www.cleveland.com/cavs/index.ssf/2010/07/gilberts_letter_to_fans_james.html\">LeBron-thrashing rant</a>.\n\nAnd we have Maverick Carter to thank. Carter, LeBron’s boyhood friend and overseer of everything LeBron-and-brand, is widely credited with growing and solidifying LeBron’s stakes in major brand players—Bubblicious, Upper Deck Cards, Microsoft, McDonald’s, State Farm—while honing a golden laser towards the ultimate global cash cow: the Chinese Market. He’s also partly responsible for hatching ESPN’s bumbling spectacle. In other words, Carter is an unapologetic brand man, and the brand’s the thing. But maybe in this case, as the public and media backlash have shown, that posture became the problem. “<a href=\"http://www.nytimes.com/2010/07/08/sports/basketball/08sandomir.html\">We created this monster, and [LeBron’s] just playing along</a>,” ESPN’s Jackie MacMullan observed (as noted in the <em>New York Times</em>). And as one NBA official concluded, as quoted by sports writer Adrian Wojnarowski, “[LeBron’s] brand is [bleep] now. He’s destroyed everything.”\n\nLeBron James—Akron-bred wunderkind, high-flying, otherworldly acrobat, dust-throwing charismatic and local hero—\'Bron the <em>human being</em>, wasn’t apparently enough, so he (we?) destroyed his brand instead. But does that even matter? When we make brands of everything, including the over-branding of people (who, contrary to marketers\' fantasies, are individuals first, not merely entities), we trade humanity and virtue for our thirst for the transactional kill.\n\nOr, let me risk professional ridicule and steal from the playbook of fictional brander and mega-agent <em>Jerry Maguire</em>, who incidentally took one primary client, like Maverick Carter, and went all the way, albeit in a more soul-saving, only-in-a-movie kinda way. Here’s my corollary to Jerry’s original mission statement: in the quest for branding athletes/celebrities/stars (read: people), how about toning down hype, minimizing myth … how about <em>less branding</em>.\n\nSometimes, there\'s a great cost to be paid for human brand perpetuation: an audience gets fed otherworldly illusion, then winces when that illusion comes back down to earth as merely mortal, embodying—not just projecting—both vice and virtue (recall Nike god Tiger Woods). Is it any surprise then that we’ve lost the ability to differentiate brand from human being, or, brand values from human values? Are we doomed to live in an age where that division has long since blurred?\n\nNo, it\'d be better to let some brands die, I think. In LeBron’s case, his hometown “brand” faced a quick burial. But the potential winners in the grander sweepstakes would be us, the fans, and we, the people … the only witnesses that matter.', '‘Bron Brand Bumble', '', 'publish', 'open', 'open', '', 'bron-brand-bumble', '', '', '2018-09-24 19:23:36', '2018-09-24 19:23:36', '', 0, 'http://cbx.cappendev.com/thinking/16/bron-brand-bumble', 0, 'thinking', '', 0),
(940, 1, '2010-07-29 19:57:48', '2010-07-29 19:57:48', '<a href=\"http://cbxblog.com/wp-content/uploads/2010/07/BrianBlog.jpg\"><img class=\"size-full wp-image-1180\" title=\"BrianBlog\" src=\"/wp-content/uploads/2010/07/BrianBlog.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a> By Brian M.\n<a href=\"http://cbxblog.com/wp-content/uploads/2010/07/Brand-Exp.-when-local-is-not-enough.png\"><img class=\"size-full wp-image-1166\" title=\"Brand Exp. when local is not enough\" src=\"/wp-content/uploads/2010/07/Brand-Exp.-when-local-is-not-enough.png\" alt=\"\" width=\"496\" height=\"299\" /></a>\n\nI say “Brand Experience” and You say <a href=\"http://bit.ly/9Ixrzb\">this</a>, <a href=\"http://bit.ly/9ZiNOs\">that</a>, and <a href=\"http://bit.ly/czjmFn\">other things</a> which partly to mostly confuse me.<em> Yes, And</em><strong>,</strong> none of the above is possible if a brand can’t deliver. Consider one case … <em>literally</em>. At first glance it might read like a tired tale of the now clichéd brick and mortar struggling to stay in the game against the click and order set. <em>“Technology Once and for all Conquers Humans.</em>” Nah, it’s more than that.  After all, you can still fail online – <a href=\"http://bit.ly/9FWwBf\">even if you\'re Google</a>. (In fact, it’s easy to blame technology when maybe the story is just another chapter in <em>“Humans: Getting in Our Own Way for Millennia.”</em>) So, I see it as a question of focus. Not, ‘Do what you do well’, but, ‘What do you do, really?’ Here’s the lowdown:\n\nFADE IN ON: Me. A typical morning. I am not at home cozily luxuriating over the choice between a drive to the local big box and a visit to a virtual wonder world. I am simply a guy who needs a book—right away—whose immediate instincts tell him, “<em>Get off your butt and walk down the street if you need it now.</em>” Right.  I’ll call first.\n\nMonday\n\n<strong>9:00 AM</strong> Me calling Barnes &amp; Noble <em>… “You have reached….store hours are 10:00AM…”</em>\n\n<strong>10:42 AM</strong> (Let’s give’em a chance to sip some coffee first)\nMe: Hey I am looking for this book.\nB&amp;N: Uh, we don’t have it in stock.\nMe: How soon?\nB&amp;N: The closest one is in Illinois, so……\nMe: (Soooooo? Not soon, then.)\nB&amp;N: A week?\nMe: Is that the soonest?\nB&amp;N: Uh, yeah.\nReally? There are no copies at the Upper East Side location? What about Fifth Ave? Queens? Newark? Philly?!\nI am bewildered.\nWith four floors worth of books they didn’t have room for one small book weighing in at 7.2 ounces, less than an inch thick? It’s not like I was looking for the <a href=\"http://en.wikipedia.org/wiki/Gutenberg_Bible\">rarest book</a><strong> </strong>in the world. And really, the next closest copy was in Illinois? Should I just call Illinois directly?\nIt’s time to give the disembodied machines (and the very real behind-the-scenes people) a chance.\n\n<strong>10:51 AM</strong>\nMe: Skeptical that Amazon is going to be able to do much better than the behemoth down the street.\n<em>&lt;Click&gt; &lt;click&gt;, Cliiiiiick&gt; Click?!&gt; &lt;clikclickclcikclcicklcickcl&gt; CLICK!</em>\nTranslation:\nAmazon: Here’s the book you are looking for and here are your delivery options, oh by the way if you order it in the next 13 minutes we guarantee delivery today. So……what do you think?\nMe: Heck yes.\n\n<strong>10:52 AM – 5:15 PM</strong>\nMe checking the delivery status every five minutes. Can they really do this? Can they really pull this off? I need a Tums.\nIn an age where we have the ability to monitor every piece of communication and make it look like a real person is reading your email … I‘m skeptical that there really is a live human on the other end of the “Submit” button who is going to take my request seriously – and DO something about it.  “Yes, we did <em>say</em> we’d get you the book today, but <em>you’re</em> the one who was gullible enough to have believed us.”\n\n<strong>5:16 PM</strong>\nMe: Despair. The great experiment has failed. Close that tab on my browser, it’s over. There’s no need to track the <em>&lt;sniff&gt;</em> guaranteed delivery anymore.\n\n<em>Brand meltdown or consumer meltdown?  Stay tuned for the ending to my book-hunting misadventures.  Yes, you’ll have to wait a week … but every experience is worth waiting for, is it not?</em>', 'Brand experienced: When local is not enough (Part 1 of 2)', '', 'publish', 'open', 'open', '', 'brand-experienced-when-local-is-not-enough', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/brand-experienced-when-local-is-not-enough', 0, 'thinking', '', 0),
(941, 1, '2010-08-04 16:11:12', '2010-08-04 16:11:12', '<a href=\"http://cbxblog.com/wp-content/uploads/2010/07/BrianBlog.jpg\"><img class=\"size-full wp-image-1180\" title=\"BrianBlog\" src=\"/wp-content/uploads/2010/07/BrianBlog.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a> By Brian M.\n<a href=\"http://cbxblog.com/wp-content/uploads/2010/08/BN-same-day-delivery.jpg\"><img class=\"size-full wp-image-1214\" title=\"BN same day delivery\" src=\"/wp-content/uploads/2010/08/BN-same-day-delivery.jpg\" alt=\"\" width=\"500\" height=\"200\" /></a>\n\n<em><span style=\"color: #808080; font-size: 9px;\">(...) This is the continuation of last week\'s blog article \" Brand experienced: When local is not enough\" by Brian M. This is part 2, part 1 should be read first (...) </span></em>\n\nI guess I am not too upset—it’s to be expected. I mean, how can some intangible entity do better than a flagship store full of people less than a ½ mile away who have access to the inventory of <a href=\"http://bit.ly/9p9Oko\">11 other stores</a> within a 10 mile radius?  It would have been superhuman.\n\nEven so there are opportunities for both Amazon and B&amp;N to think bigger about who they are and how much more they could mean to consumers like me:\n\nAmazon has the opportunity to become a new iteration of the personal shopper—the logistics alone for this are huge, but by celebrating the human element , not the algorithmic one, it offers a great moment to make a real connection.\n\nSlap <a href=\"http://bit.ly/eTgFo\">RFID tags</a> in the boxes and make the processes trackable in a more concrete, personal way. It’s one thing to watch the transaction-abstraction of the slow but steady progress of a UPS or Fedex package making its way across our interstate system and networks of warehouses and shipping facilities by reading about each handoff taking place at strange hours of the day.  It would be another brand experience entirely if you could watch a little blinking dot move down your local streets and avenues as it gets nearer and nearer your desk. Maybe the name of the guy carrying your book pops up with a picture and a link to his Facebook profile. It could help Amazon stand out a little bit more as online purchases might themselves be considered a commodity (Overstock.com, theFind.com, Shop.com, Google Shopping, PricerGrabber.com, not to mention eBay, craigslist, ShopIt and any retailer’s online destination.) We all really like Amazon because it works so swell—now maybe there is a way to <em>love</em> it.\n\nB&amp;N, on the other hand, <a href=\"http://www.matthewferrara.com/rssfeed/failuremindset/\">obviously</a> has an opportunity to rethink its logistics, the priorities of its customer care, and what value 8 Manhattan locations brings. Clearly it has a lot of books, both in Illinois and right down the street, but is it really a bookstore? The big thing it should consider: what does it want to be? My bet is that it sells less coffee than Starbucks, fewer books than Amazon, and fewer chotchkies than well, <a href=\"http://www.tchotchkes.com/\">these guys</a>. Is it a case of being everything to everyone? Struggling to find an analogue place in a digital world? Or, is it just a case of not being as relevant as it could?\n\nWhat if B&amp;N re-imagined itself as more than a purveyor of books, nooks, coffee, etc.  because purveying doesn’t seem to be its strong suit, and instead focused on being the trusted curator of the very real and powerful ideas contained in all those books and discussions over coffee? Forego quantity (and alacrity for that matter) for quality and meaning and relevance.\n\nHost debates. Reintroduce the soapbox. Be the unofficial corporate sponsor of the 1<sup>st</sup> Amendment. Be a little controversial. Get people talking. Be the place where ideas start and notions take hold. Be the place where innovation happens, start-ups are started, political careers are launched. Be a place people want to go to be inspired.\n\nWhat if B&amp;N found that it had more in common with the local public library or traditional <a href=\"http://en.wikipedia.org/wiki/Penny_University\">coffeehouses</a> that it does Amazon?\n\n5:29 PM\n\nBook. Here on my desk. Decidedly before the end of a New York day.\n\nGranted it’s NYC—you can get <a href=\"http://bit.ly/dsNq2Z\">anything delivered</a> to your door, but Barnes, really, being outdone in your <a href=\"http://bit.ly/bW9qcy\">own backyard</a>?\n\nPlus with the population <a href=\"http://pubs.usgs.gov/circ/2004/circ1252/fig.2.gif\">densities</a> of cities growing, I am guessing this same-day expectation is going to become less of an NYC–esque experience and more generally an urban one.\n\nThe real irony is that the people at Amazon have probably read the <a href=\"http://amzn.to/aJHB1i\">book</a> I was looking for but the people at B&amp;N have not.\n\nScore:\n\nHumans who innovate to deliver on a promise—with or without technology: 1\n\nHumans who use bureaucracy as an excuse not to innovate: 0', 'Brand experienced: When local is not enough (Part 2 of 2)', '', 'publish', 'open', 'open', '', 'brand-experienced-when-local-is-not-enough-part-2-of-2', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/brand-experienced-when-local-is-not-enough-part-2-of-2', 0, 'thinking', '', 0),
(942, 1, '2010-08-11 18:41:12', '2010-08-11 18:41:12', '<a href=\"http://cbxblog.com/wp-content/uploads/2010/02/Sandra_blog_thumb_nb-e1271783381536.jpg\"><img class=\"size-full wp-image-595\" title=\"Sandra_blog_thumb_nb\" src=\"/wp-content/uploads/2010/02/Sandra_blog_thumb_nb-e1271783381536.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a> By Sandra C.\n<a href=\"http://cbxblog.com/wp-content/uploads/2010/08/Samsung.jpg\"><img class=\"size-full wp-image-1252\" title=\"Samsung\" src=\"/wp-content/uploads/2010/08/Samsung.jpg\" alt=\"\" width=\"465\" height=\"337\" /></a>\n\nIn 2008 Samsung rolled out <a href=\"http://www.intomobile.com/2008/11/20/samsung-rolls-out-115-mobile-phone-charging-stations-in-us-airports/\">115</a> mobile charging stations in three major airports, and since then, launched many more elsewhere. But beacon-like high-tech stationis equipped with only four plugs. In the spirit of <a href=\"http://www.hulu.com/watch/124874/saturday-night-live-update-snooki-and-the-situation\">SNL’s Weekend Update</a> segment, <a href=\"http://www.hulu.com/watch/56636/saturday-night-live-really-michael-phelps\">Really</a>!?! I have to ask. Really!?!\n\nAren’t these charging stations actually more annoying because they are always, always occupied? I realize it’s not Samsung’s responsibility to provide outlets in airports, but, they could at least make a valiant effort to truly serve a function while fulfilling their desired marketing goals.\n\nEach kiosk boasts only four plugs, and there is usually only one near each gate if you’re lucky. With some laptops and the occasional phone needing over <a href=\"http://www.apple.com/batteries/\">two hours</a> to charge, four plugs for a stream of 200+ passengers hardly seems helpful.\n\nSo the lucky few who crowd around these kiosks are like greedy cows at a trough, while the rest of us remain annoyed because it’s usually impossible to plug in your device.\n\nAdmittedly, when you do find that vacant outlet, it’s marvelous since most airplanes are just barely starting to provide widespread power outlets in flight.  So maybe <a href=\"http://www.samsung.com/us/\">Samsung</a> just needs to redesign the kiosk to better meet consumer demand, since ultimately, this complaining, travel-weary consumer is actually grateful for any gesture at all.', 'The Most Annoying Marketing Freebie Ever', '', 'publish', 'open', 'open', '', 'the-most-annoying-marketing-freebie-ever', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/the-most-annoying-marketing-freebie-ever', 0, 'thinking', '', 0),
(943, 1, '2012-08-30 17:46:54', '2012-08-30 17:46:54', '<img class=\"alignnone size-full wp-image-4823\" title=\"Meg_web\" src=\"http://www.cbx.com/wp-content/uploads/2012/08/Meg_web.jpg\" alt=\"\" width=\"60\" height=\"60\" /> \r\n<img class=\"alignnone size-full wp-image-4594\" title=\"100207_sex01_400X400\" src=\"/wp-content/uploads/2012/08/100207_sex01_400X4001.jpg\" alt=\"\" width=\"460\" height=\"337\" />\r\n\r\nI’m a classic Gen X’er: a latchkey kid turned cynical parent. One comforting constant of my past (make fun of me, please) is TV. I just love it all, from PBS to USA. Thankfully, a little goes a long way for me these days.\r\n\r\nWhen I click past MTV, wanting so much to ‘get it’, it occurs to me that I’ll be turning 45 next year and slowly becoming obsolete, at least culturally speaking. Heck, even looking at the top songs on iTunes, I only recognize half and choose to listen to 70’s love songs instead, a true indulgence.\r\n\r\nSo, it begs the question: Just how generational is culture?\r\n\r\nAs one example, I look to HBO’s passing of the mantle from Candace Bushnell - \"Sex and the City\" - to Lena Dunham - \"Girls\". While both shows recount the trials and tribulations of four women living in NYC, the similarities end there. Or do they? It’s no secret that \"Sex and the City\" is a classic Gen X vehicle. All a bit edgy, not quick to trust but quick to judge. <img class=\"size-full wp-image-4598 alignleft\" title=\"hbo-s-girls-is-the-best-new-tv-show-of-2012-470x313\" src=\"/wp-content/uploads/2012/08/hbo-s-girls-is-the-best-new-tv-show-of-2012-470x313.jpg\" alt=\"\" width=\"465\" height=\"308\" />\r\n\r\nWith <a href=\" http://www.hbo.com/girls/index.html\" target=\"_blank\">\"Girls</a>\", the characters seem like vessels for a broader cultural account of what it means to be a Millennial (spoken from the POV of a Gen X so please, take it with a grain of salt). A strong sense of narcissism is at play in \"Girls\", but these characters are younger by comparison, too – twentysomethings to the largely thirtysomethings of \"Sex and the City\". As a result, they are on a steeper learning curve. More entertaining for us, more challenging for them. And unlike \"Sex and the City\", these girls appear to come from a more exclusive monied world and have connections (in real life as well FYI), so their egos seem stronger, less afraid of failure.\r\n\r\nWhen <a href=\"http://movies.nytimes.com/2010/05/27/movies/27sex.html?pagewanted=all&amp;_moc.semityn.seivom\" target=\"_blank\">\"Sex and the City 2</a>\" came out, it flopped on many levels. The franchise had clearly lost its steam and the glitzy, gold-laden world they lived in seemed like a fairy tale that stung like an insulting slap to the face amid a recession that still lingers to this day. They were not lockstep with culture, something so important to us at CBX as we work diligently to retain brand relevance for our clients. \"Girls\" fills that cultural void with a hyper reality of grit and mistakes, STD’s and leechy husbands. They celebrate the desperation of their lives instead of hiding it. With \"Sex and the City\", there was a sense of embarrassment to their struggles, a posturing of sorts. Is it too much of a leap to say \"Girls\" is the post-recessionary \"Sex and the City\"? Culture is a mirror; we see realities whether we want to or not.\r\n\r\nDo I relate? Sure, a bit. Am I entertained? Most definitely.\r\n\r\nIt is important not only to know your audience’s stats but what makes them tick. We have a definition for culture here at CBX: where motivations and opportunity fuse in mass behavior. Only once we understand consumer need and what is culturally satisfying that need do we see how to fill the void. This void does not begin and end with demographics  but lies along a spectrum of emotion that helps tell a much deeper and interesting brand story.', 'Just How Generational is Culture? From &quot;Sex and the City&quot; to &quot;Girls&quot;', '', 'publish', 'open', 'open', '', 'just-how-generational-is-culture-from-sex-and-the-city-to-girls-2', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/just-how-generational-is-culture-from-sex-and-the-city-to-girls-2', 0, 'thinking', '', 0),
(944, 1, '2012-09-10 16:37:36', '2012-09-10 16:37:36', '<img class=\"alignnone  wp-image-4821\" title=\"Andrew_web\" src=\"http://www.cbx.com/wp-content/uploads/2012/09/Andrew_web2.jpg\" alt=\"\" width=\"60\" height=\"60\" />\r\n<img class=\"alignnone size-full wp-image-4644\" title=\"1805585_com_americangi\" src=\"/wp-content/uploads/2012/09/1805585_com_americangi.jpg\" alt=\"\" width=\"451\" height=\"300\" />\r\n\r\nRecently, my five-year-old daughter dragged our family to the American Girl doll store.\r\n\r\nFor those of you who don’t know, the American Girl brand sells traditional dolls , and creates detailed, historical backstories that bring their character to life. Each doll is given a realistic set of circumstances that she faces along with a larger biography that includes the historical period and geographic location in which she lives. In addition, each American Girl doll reflects a distinct personality and carries a specific belief system that guides her through her world.\r\n\r\nWhat makes American Girl so successful is its creation and promotion of modern day mythology, where characters serve as role models and embody narratives that teach real lessons and immerse their audience of young girls in a very deep experience from a tender age. And what\'s most impressive about the American Girl brand is that they treat their young customers with the utmost respect. They don\'t hide the difficulties or pains of real life. More than just wanting a dream house or a convertible, these characters have real issues to deal with, whether it be living through the Depression or being an African-American child during the Civil War.\r\n\r\nThe worlds created for and by these characters are absorbing, with enough depth and detail to engross child and parent. The characters act as protagonists to shepherd the audience through a realistic and sometimes scary but exciting world. Each American Girl is a safe guide that allows these young consumers like my daughter to experience and navigate a world where there are problems to be confronted and overcome.\r\n\r\nMarketers should take note of American Girl’s success: Your future customers will be much more demanding in terms of brand storytelling. While some brands of today can get by or even succeed by focusing on taste, provenance or ingredients, future audiences will need to be engaged with the character of the\r\n\r\nbrand. The choices consumers make will be increasingly more intertwined with the choices that brands make when bringing their products to market.\r\n\r\nThe toys of today are not just playthings but tools to train our youth on how to become consumers. Their interactions with brands teach lessons that will last a lifetime. And if American Girl can teach us anything, it’s that companies in the future will be judged not by the color of their packaging but the content of their character.\r\n\r\n<img class=\"alignnone size-thumbnail wp-image-4647\" style=\"margin: 3px 3px;\" title=\"Books about Rebeccah\" src=\"/wp-content/uploads/2012/09/Books-about-Rebeccah-150x150.jpg\" alt=\"\" width=\"200\" height=\"200\" /><img class=\"alignnone size-thumbnail wp-image-4650\" style=\"margin: 3px;\" title=\"Lilah\" src=\"/wp-content/uploads/2012/09/Lilah-150x150.jpg\" alt=\"\" width=\"200\" height=\"200\" /><img class=\"alignnone size-thumbnail wp-image-4649\" style=\"margin: 3px;\" title=\"Family Tree\" src=\"/wp-content/uploads/2012/09/Family-Tree-150x150.jpg\" alt=\"\" width=\"200\" height=\"200\" /><img class=\"alignnone size-thumbnail wp-image-4651\" style=\"margin: 3px;\" title=\"Rebeccah\" src=\"/wp-content/uploads/2012/09/Rebeccah-150x150.jpg\" alt=\"\" width=\"200\" height=\"200\" />\r\n\r\n&nbsp;', 'What We Can Learn From Playing With Dolls', '', 'publish', 'open', 'open', '', 'what-we-can-learn-from-playing-with-dolls-2', '', '', '2018-09-24 19:23:39', '2018-09-24 19:23:39', '', 0, 'http://cbx.cappendev.com/thinking/16/what-we-can-learn-from-playing-with-dolls-2', 0, 'thinking', '', 0),
(945, 1, '2012-09-19 21:33:23', '2012-09-19 21:33:23', '<img class=\"alignnone size-full wp-image-4817\" title=\"Crosby_web\" src=\"http://www.cbx.com/wp-content/uploads/2012/09/Crosby_web2.jpg\" alt=\"\" width=\"60\" height=\"60\" /><p style=\"text-align: justify;\">Like the saying goes, houses are money pits. New houses are deeper pits. Having recently moved into a new house, I’ve been spending a lot of money. Doing my part to drive the economy. Now, I understand why retailers savor new house formation, because it really does drive a lot of purchases. Here’s a sampling of what I have bought in the last three weeks: a drill, hangers, lamps, a vacuum, light bulbs, lots of light bulbs, an ironing board and iron, a thingy to hang up the iron and ironing board, towels, beach chairs, sheets, a couch, stools, outdoor cushions, towel racks, rug pads, a step stool, window blinds…okay, are you tired of this list? So am I, to be sure.</p>\r\nWhat’s interesting and noteworthy is that I bought all of this stuff online. It’s not that I’m just now waking up to the fact that you buy things on the Internet, but it’s that I spent so much money and none of it was spent on traditional retailers. Retailers rely on people-like me-but I went Prime. Amazon Prime. With free shipping, even the most mundane of goods were easier and cheaper to buy through Amazon. From tennis balls to totem poles, with just one click, they delivered them to me. The thing is, I am just one of five million other “primers.” And the group is growing at more than +50% a year.\r\n\r\nThat spells a heap of trouble for big box retailers who are paying rent on hundreds, if not thousands, of expensive locations and doling staff salaries to run those stores. Just ask Best Buy, JCPenney, Sears, Rite Aid, Staples. If I don’t have to, I don’t want to drive, park and search the aisles of warehouses (which have the ambiance of a hospital, by the way) to get what I can get cheaper, easier – and delivered! – from Amazon.\r\n\r\nDoes this mean our Main Streets and malls will become ghost towns? No, but most likely there will be a very painful transition for many unless they start selling goods, and especially experiences, which we can’t get anywhere else. To get me offline, my downtown will have to have places like a wine store that lets me taste before I buy. Or a hardware store with old wood floors that creak and crotchety men who will tell me what kind of latch to get and how to apply varnish correctly. It may be all in my head, but that hardware store I still drive to takes me back to some vague Jimmy Stewart-esque movie where the world was nicer, simpler and cozier. That’s something that I can’t get on Amazon – even with my Prime membership.', 'I Went Prime', '', 'publish', 'open', 'open', '', 'i-went-prime', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/i-went-prime', 0, 'thinking', '', 0),
(946, 1, '2012-09-14 13:34:04', '2012-09-14 13:34:04', '<img class=\"alignnone size-full wp-image-4819\" title=\"JenC_web\" src=\"http://www.cbx.com/wp-content/uploads/2012/09/JenC_web2.jpg\" alt=\"\" width=\"60\" height=\"60\" />\r\n<img class=\"alignnone size-full wp-image-4682\" title=\"ImageJenn1\" src=\"/wp-content/uploads/2012/09/ImageJenn1.jpg\" alt=\"\" width=\"450\" height=\"450\" />\r\n\r\n<em><span style=\"color: #808080;\">No two uniforms alike!</span></em>\r\n\r\nFirst off, let me say how much I love the Olympics—I love the national spirit it induces, I love the competition, I love watching athletics at their purest form. However, a few weeks ago, while catching highlights of the 2012 Summer Games in London, I noticed something that I did NOT like about these Olympics (shocking, I know), and specifically, about the American athletic apparel: There was no consistency in their uniform design.\r\n\r\nAs a designer, I found myself watching more of the events just to see if my observations held true. Sadly, they did.\r\n\r\nDiving, swimming, gymnastics, track &amp; field, volleyball (beach and indoor), soccer – none of these teams shared a consistent logo, color, pattern or anything else on their uniforms. How could this be? How could the “United” States of America have no unifying brand mark? Okay, so two sports had semi-similar uniforms: men’s track &amp; field and men’s basketball. Their jersey logos seemed to reflect the same font, only laid out in different directions (see below top right photo and above top right photo).\r\n\r\n<img class=\"alignnone size-full wp-image-4683\" title=\"ImageJenn2\" src=\"/wp-content/uploads/2012/09/ImageJenn2.jpg\" alt=\"\" width=\"449\" height=\"449\" />\r\n\r\n<em><span style=\"color: #808080;\">Just three little letters marching to the beat of their own drum</span></em>\r\n\r\n“USA” was used in about eight different fonts and arrangements. Sometimes red was the dominant uniform color, sometimes blue (which ranged from navy to royal) and sometimes white. While I understand that different sports are sponsored by different companies (e.g., Speedo for swimming, Adidas for gymnastics), these companies still receive artwork for their apparel. And our dear old flag—well, Betsy Ross might have been upset to see that it was not used nearly as often as she might have thought.\r\n\r\nI find it hard to believe that there are no brand guidelines for Team USA. I’m not arguing that each sport’s uniform should’ve been a carbon copy of another, but there could’ve been at least a suite of apparel designs to choose from. Sure, we’re “the land of the free” but free should not imply “do whatever the heck you want with your uniform, just make our country proud.” Am I crazy to think that we can unite these United States? Has the Olympics Committee tried to no avail? Or am I just a designer at a brand agency who craves a semblance of consistency?\r\n\r\nI’d like to think that I’m not just moderately nuts, and that by the time the Winter Games roll around in 2014, I’ll be seeing some consistent branding across Team USA’s uniforms, speed skaters and downhill skiers alike.\r\n\r\nBut I won’t be holding my breath.', 'Where Did the “United” Go?', '', 'publish', 'open', 'open', '', 'where-did-the-united-go', '', '', '2018-09-24 19:23:39', '2018-09-24 19:23:39', '', 0, 'http://cbx.cappendev.com/thinking/16/where-did-the-united-go', 0, 'thinking', '', 0),
(947, 1, '2012-09-26 19:33:50', '2012-09-26 19:33:50', '<img class=\"alignnone size-full wp-image-4815\" title=\"Lucila_web\" src=\"http://www.cbx.com/wp-content/uploads/2012/09/Lucila_web.jpg\" alt=\"\" width=\"60\" height=\"60\" />\r\nThe London Games was an extraordinary spectacle, to say the least. The Opening Ceremonies—from Her Majesty’s 007 helicopter mission to the grazing sheep in the stadium—poked fun at the host nation’s eccentric and quirky stripes. But what about the real stars of the show, the athletes?\r\n\r\nWe saw some new faces, and some familiar ones we’ve come to love, who represented their countries with grit and grace during competition. But the Games were not without its fair share of scandalous news—the Chinese Badminton team losing matches on purpose; soccer goalies cursing out other players; Olympians who rebelled against Rule 40 that prohibited athletic participants from appearing in advertising during the Games. Not to mention, all the supposed “hook-ups” going on in the Olympic village!\r\n\r\nBut now that the games have been over for a good month, my eyes turn to the after effects of the athletes-turned-celebrities. Which ones have and will work to turn themselves into brands and cash in? Can a person BE a “brand?” There is mixed opinions about this. Some argue that one needs to be able to physically purchase and own a “brand” for the individual to be labeled as one; others believe it’s more about what the “brand” is offering or the experience it’s providing. I tend to side with the latter.\r\n\r\nTake, for example, the Fierce Five gymnasts who grabbed the spotlight after the Games with their whirlwind media tour in NYC and elsewhere (they’ve been since seen on a variety of talk shows and even introduced Alicia Keys at the MTV Video Music Awards in Los Angeles). These girls have spunk, energy and are idolized by millions of girls everywhere Together, they have formed a collective brand that has great potential to succeed and inspire. But in the case of the gymnasts, <a href=\"http://mckaylaisnotimpressed.tumblr.com/http://\" target=\"_blank\">McKayla Marone</a>, we can also see what a little indiscretion can do to your image and how it can ultimately harm “brand value.”\r\n\r\n<img class=\"alignnone size-full wp-image-4713\" title=\"LucilaOlympic2\" src=\"/wp-content/uploads/2012/09/LucilaOlympic2.jpg\" alt=\"\" width=\"431\" height=\"262\" />\r\n\r\nAmerican swimmer and 11-time Olympic medalist Ryan Lochte has also been all over the place in the media landscape—everything from his love interest in Blake Lively to his appearances at this fall’s New York Fashion Week to partying with Prince Henry in Las Vegas—and is an interesting test case for brand development. At this point, he’s really not delivering any type of consistent brand message. Consumers and fans aren’t really sure what they should expect from him, and thus haven’t developed a personal connection to him. Lochte might do well by modeling his brand strategy after more established star athletes like <a href=\"http://dbcollaboration.hm.com/\" target=\"_blank\">David Beckham</a>, who’s been known for his, well um, good looks (his brand endorsements have consistently cast him in roles that showcase his “assets”). Tennis star Maria Sharapova is another. Known for being friendly but intense on court, Sharapova recently launched a line of candies called <a href=\" http://www.sugarpova.com/\" target=\"_blank\">Sugarpova</a> to reflect her personality and image.\r\n<img class=\"alignnone size-full wp-image-4714\" title=\"LucilaOlympic3\" src=\"/wp-content/uploads/2012/09/LucilaOlympic3.jpg\" alt=\"\" width=\"431\" height=\"188\" />\r\nUltimately, a brand may not need to be something tangible. A person can act as “brand” as long as he or she positively conjures a memorable set of images and feelings, and can forge a personal connection between herself and her consumers. Just having status alone won’t cut it. Look at Martha Stewart or Oprah. They have to work hard to manage their brand identities and perceptions. It’ll be fun to see in the next few months which 2012 Olympians can successfully transition from athletes to celebrities to effective brands. This might be the biggest spectacle of them all.', 'Personal Branding and the 2012 Olympics', '', 'publish', 'open', 'open', '', 'personal-branding-and-the-2012-olympics', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/personal-branding-and-the-2012-olympics', 0, 'thinking', '', 0),
(948, 1, '2012-10-03 15:34:47', '2012-10-03 15:34:47', '<img class=\"wp-image-4809 alignnone\" title=\"TinaM_web\" src=\"http://www.cbx.com/wp-content/uploads/2012/10/TinaM_web.jpg\" alt=\"\" width=\"60\" height=\"60\" />\r\nIf you are a fashionista and a designer at a brand agency, there are two things you look forward to every year: the visual tease of fall’s New York Fashion Week and the <a href=\"http://www.refinery29.com/color-trends\" target=\"_blank\">Annual Color Forecast</a> by Pantone.\r\n\r\nOver the years, I’ve watched color decisions being made for countless package designs, from private label potato chip bags to plant food. So when Pantone comes into my life in the form of fashion, I’ve earned the right to get a little excited.\r\n\r\nFor decades, color forecasting has gone hand in hand with the fashion industry. In the 19th century, American fashion designers traveled to Paris to snatch up color cards that were issued by French textile mills. That tradition may be the reason why fashionistas today constantly reference Paris runways when gossiping about color.\r\n\r\nWho can forget the rant about Cerulean Blue that Miranda Priestly (Meryl Streep) gives in \"The Devil Wears Prada\"? She single-handedly embarrasses Andy (Anne Hathaway) for thinking that two blue belts looked exactly the same. The fact is, the average consumer would make the same mistake. The color Cerulean Blue, in fact, was birthed in an Oscar de la Renta gown in 2002, copied by countless designers and then, as Miranda quips, “trickled on down into a tragic Casual Corner.” Priceless.\r\n\r\nThat scene brings me to the importance of Pantone’s pick of the “it” <a href=\"http://racked.com/archives/2012/09/06/snooze-monaco-blue-is-pantones-top-color-for-spring-2013.php\" target=\"_blank\">color for 2013</a>: “Monaco Blue”(Pantone 19-3964). And to Andy and the similarly color-challenged—no,  Monaco Blue isn’t “just another shade of navy.”  It’s a color that’s taking center stage on its own.\r\n\r\nMonaco Blue popped up everywhere at <a href=\"http://www.mbfashionweek.com/photos_and_videoshttp://\" target=\"_blank\">Fashion Week</a>. Dior showed loose military jackets for men, Hervé Léger designed structured shift dresses and Monique Lhuillier created peplums all splashed with this color.\r\n\r\nHervé Léger was paired with the winning color in Pantone’s Fashion Color Report for Spring 2013. The designer believes blue grounds fashion collections together because of its versatile tone. Meanwhile, color forecasting experts predict the demure color will speak to the value of practicality in today’s culture.\r\n\r\nWhether it is versatile or practical, Monaco Blue will make a splash this coming year. The fashion designers have had their fun; now it’s up to the rest of us to see how successful this color can be.  My take is that Monaco Blue is a new spin on a classic color. It’s a great staple that works well with almost anything. Ten years from now, when you’re digging through the sales rack or looking through old package designs, remember what I told you! I wouldn’t want to embarrass you, Miranda Priestly-style, with a speech on the birthplace of Cerulean Blue, or Monaco Blue for that matter.\r\n\r\n&nbsp;\r\n\r\n<img class=\"alignnone size-full wp-image-4750\" title=\"TinaMonaco2\" src=\"/wp-content/uploads/2012/10/TinaMonaco2.jpg\" alt=\"\" width=\"432\" height=\"451\" />\r\n\r\n<img class=\"alignnone size-full wp-image-4751\" title=\"TinaMonaco3\" src=\"/wp-content/uploads/2012/10/TinaMonaco3.jpg\" alt=\"\" width=\"189\" height=\"310\" /><img class=\"alignnone size-full wp-image-4763\" title=\"Tina5\" src=\"/wp-content/uploads/2012/10/Tina5.jpg\" alt=\"\" width=\"250\" height=\"318\" />', 'The Devil Wears Monaco Blue', '', 'publish', 'open', 'open', '', 'the-devil-wears-monaco-blue', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/the-devil-wears-monaco-blue', 0, 'thinking', '', 0),
(949, 1, '2012-10-26 19:10:40', '2012-10-26 19:10:40', '<img class=\"alignnone  wp-image-4857\" title=\"DaveW_web\" src=\"http://www.cbx.com/wp-content/uploads/2011/12/DaveW_web.jpg\" alt=\"\" width=\"60\" height=\"60\" />\r\nHaving worked on \"Store of the Future\" gas station projects all over the world, I often encounter similar professional scenarios: Clients have an existing network, an old design and a need to attract new consumers to get more out of their existing one. They all want “a store design,” “forecourt design,” “new food offer” or “site plan” that “needs to start rolling out next year but also will need to be relevant in 10 years.” In other words, they want a store of the future.\r\n\r\nI love these projects. They are ambitious and necessary to help gas station companies and brands evolve. Reinvention is sometimes a goal, but moving the business is always a must. As creative director, one of the first things I aim to do is open a client’s eyes. After all, they may know their business inside and out and still not be students of the world. I caution them with this: \"If you want to reinvent the idea of a gas station but all you look at are other gas stations, you\'ll probably end up with a gas station.\" For example, if we were organizing a best-in-class tour, we’d begin with visits to Wawa, Sheetz, Litro, Topaz and Repsol (that is, if we can make it around the world). But there is much more to learn by looking outside the industry as well.\r\n\r\nAll companies need to ask themselves the same questions: How do we speak to our consumers? How is our business organized? Why are we developing these technologies? The good news is that someone else may have already figured out the answer, or at least the approach. And often, it comes from an unexpected place.\r\n\r\nWhile we plan and design stores, car washes and everything else at a gas station, I’d like to hone in on a few eye-opening, non-gas station innovations that we can learn from when thinking about forecourts:\r\n<p style=\"text-align: left;\"><strong>Sonic Drive-In</strong>\r\n<img class=\"alignleft size-full wp-image-4988\" title=\"Sonic\" src=\"http://www.cbx.com/wp-content/uploads/2012/10/Sonic-chain-to-rekindle-drive-in-eatery-nostalgia-in-Toledo-area1.jpg\" alt=\"\" width=\"140\" height=\"100\" />What we can learn: Layout and Flow\r\nThriving Sonic locations can have, at times, more than a dozen cars pull up in a covered area, order food, be entertained by carhops or have the choice of patio seating or a drive-thru. And they do it all seamlessly.</p>\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n<strong>Toll Booths</strong>\r\n<img class=\"wp-image-4989 alignleft\" title=\"e-zpasslane\" src=\"http://www.cbx.com/wp-content/uploads/2012/10/e-zpasslane1.jpg\" alt=\"\" width=\"140\" height=\"100\" />What we can learn: Customization\r\nMotorists drive through E-ZPass lanes in upwards of 40 miles per hour. Can we leverage today’s sensors to reveal which drivers are at our pumps, how much gas their car needs, what music they like and what type of fuel they purchase without having them take out their wallets?\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n<strong>Fabric Architecture</strong>\r\n<img class=\"size-full wp-image-4990 alignleft\" title=\"Fabric-Architecture\" src=\"http://www.cbx.com/wp-content/uploads/2012/10/Fabric-Architecture-01.jpg\" alt=\"\" width=\"140\" height=\"100\" />What we can learn: Material\r\nIf your station is located in a warmer climate and doesn\'t need to contend with snow, fabric architecture might be an interesting architectural trend to consider. It’s stable, cost-effective, and makes a bold brand statement.\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n<strong>Airport Hangars</strong>\r\n<img class=\"size-full wp-image-4992 alignleft\" title=\"Airport\" src=\"http://www.cbx.com/wp-content/uploads/2012/10/16a2655.jpg\" alt=\"\" width=\"140\" height=\"100\" />What we can learn: Canopy Design\r\nWho said a canopy has to have columns in the middle? If airplanes can maneuver around in these structures, so can cars and trucks.\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n<strong>NYC Subways</strong>\r\n<img class=\"size-full wp-image-4993 alignleft\" title=\"Subway Sound\" src=\"http://www.cbx.com/wp-content/uploads/2012/10/subwaySound.jpg\" alt=\"\" width=\"140\" height=\"100\" />What we can learn: At Pump Experience\r\nThe New York MTA is piloting a large, touchscreen kiosk that gives subway station alerts, information, news, local maps and third party apps. Sound like something your customers would want to experience while filling up? Yup.\r\n\r\n(Innovation can also be inspired by the past. \"Reach New York\" is an installation from 1996 – and still active today – where simple motion sensors linked to musical sounds let waiting passengers on subway platforms entertain themselves and each other.)\r\n\r\n<strong>Arby\'s</strong>\r\n<img class=\"size-full wp-image-4995 alignleft\" title=\"Arbys\" src=\"http://www.cbx.com/wp-content/uploads/2012/10/ArbysSign1.033.033.jpg\" alt=\"\" width=\"140\" height=\"100\" />What we can learn: Main ID sign\r\nThis isn\'t just an ordinary sign but a sentence about the brand that screams at the top of its lungs. It\'s got personality and impact and gusto. I love it.\r\n\r\n&nbsp;\r\n\r\nClearly, I’m only talking about the forecourt here. Inspiration for store design, layout, food service, technology and customer service are around us, everywhere. My advice to oil companies: Get out there and look the other way. Then, and only then, will you truly be a “store of the future.”', 'Gas Station of the Future? Better Look the Other Way', '', 'publish', 'open', 'open', '', 'gas-station-of-the-future-better-look-the-other-way', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/gas-station-of-the-future-better-look-the-other-way', 0, 'thinking', '', 0);
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(950, 1, '2012-11-06 21:07:43', '2012-11-06 21:07:43', 'It’s Election Day – and frankly, thank goodness. I mean, could you possibly take one more day of all the mudslinging, badmouthing and overall bad sentiment perpetuated by this election? More than anything, I’ve been sort of fascinated by how the candidates have chosen to build their brands this election. From my point of view, what it’s boiled down to is a game of celebrities versus billionaires.\r\nIn one corner, we had Obama and his celebs. I’m not gonna deny that it was sort of exciting to get an email from <a href=\"http://www.youtube.com/watch?v=ypdF5Q73Nbo\" target=\"_blank\">Sarah Jessica Parker</a>, and then from Beyonce, then one from Anna Wintour inviting me to have dinner at her house (“Hell yes!” would be my RSVP), then the one from her majesty Oprah, and lastly, from Julianne Moore, just a few days after she won the Emmy. Here they all were, writing me (seemingly) personal emails, urging me to “make my voice heard” and support President Obama for President.\r\n\r\n<a href=\"http://www.cbx.com/wp-content/uploads/2012/11/photo.jpeg\"><img class=\"alignleft  wp-image-5215\" title=\"photo\" src=\"http://www.cbx.com/wp-content/uploads/2012/11/photo-300x222.jpeg\" alt=\"\" width=\"344\" height=\"255\" /></a>It’s no secret that <a href=\"http://www.people.com/people/article/0,,20645380,00.htmlhttp://\" target=\"_blank\">Hollywood</a> is liberal, and that many of today’s hottest actors – Brad Pitt, George Clooney, Gwyneth Paltrow and Madonna among them – have been working hard to see that Obama gets reelected. But while companies have been using celebrities to endorse their products for years, I think there’s something slightly icky about their getting involved in my politics. First of all, I don’t think every celebrity out there shares my exact same values, and we certainly don’t have the same amount of money in our bank accounts. Secondly, while several of them have been very savvy in their career moves (nice move, Ben Affleck, transitioning from actor to director), they certainly don’t all have reputations for being the sharpest tools in the shed. And while I can’t deny that I am wooed by images of the President dancing with Bruce Springsteen, it also makes me feel like he’s having famous people do his heavy-lifting for him.\r\n\r\nThen, in the other corner, we had Mitt Romney. He may not have had celebrities promoting him – unless you count Clint Eastwood and his chair – but he certainly had the big bucks. Sheldon Adelson, the 12th wealthiest man in America, vowed to give as much as $100 million to keep a Republican in office (and as a result, received a <a href=\"http://www.youtube.com/watch?v=N3wYU3jprTI\" target=\"_blank\">hilarious proposition from Sarah Silverman</a>). Donald Trump, another big Republican supporter, not only donated his riches but also his outlandish commentary (and awe-inspiring hairdo) to seeing that Obama doesn’t spend four more years in the White House. The relatively new “Super Pacs” brought in hundreds of millions of dollars in donations, often coming from individual donors, for Romney. And Wall Street has been largely anti-Obama since the president came down hard on the banks – at least in their opinion – after the sub-prime disaster of 2008. Unfortunately, it seems that all this money has resulted in is vicious TV commercials and slanderous ads for Republican candidates.\r\n\r\nAt the end of the day, I believe the best way to create a presidential brand isn’t by having billionaires OR celebrities do your shilling; it’s by coming out fighting with the best ammunition you have – your actions and beliefs. So on this 2012 Election Day, you can either vote with the brand endorsed by celebs, or the brand endorsed by billionaires. Or you can just do what people have been doing for hundreds of years, which is to vote with your heart. That’s what I just did, and it feels pretty darn good.', 'Celebrities VS. Billionaires 2012', '', 'publish', 'open', 'open', '', 'celebrities-vs-billionaires-2012', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/celebrities-vs-billionaires-2012', 0, 'thinking', '', 0),
(951, 1, '2018-09-24 19:23:36', '0000-00-00 00:00:00', 'It’s not hard to point out what brands do right during the best of times. But what separates those brands that successfully make it through the worst of times?\r\nI’ve been thinking lately about the recent falls from grace by two powerhouse athlete brands: Tiger Woods and Lance Armstrong.  One cheated on his wife (a lot). The other cheated in sport. On its face, we should be much more offended by and ready to drop the athlete brand who cheated to win. After all, as an athlete brand, violating the most fundamental codes of fair play and sportsmanship seem to be much more problematic than infidelity (okay - LOTS of infidelity) off the field.\r\n\r\nBut in the case of Lance Armstrong, that doesn’t seem to be what’s happening. I am struck by how many yellow bands I still see, firmly secure, on the wrists of so many. Why?\r\n\r\nOne reason could be that most people really just don’t care that much about cycling as a sport. It’s simply not as popular and mainstream as golf (I mean, how many other cyclists can you name?). If you don’t care about the sport, then you don’t care if someone is cheating in it.\r\n\r\nYou could also argue that we’ve become so cynical and desensitized as a society to doping in professional sports that we assume everyone is doing it and therefore it’s just not that big of a deal. Fair enough.\r\n\r\nBut there’s also something fundamentally different in the way that the Tiger Woods and Lance Armstrong brands are built that I believe makes one much more vulnerable to personal failing than the other: One brand was built on a promise and the other was built on a purpose.\r\n\r\nThe Tiger Woods brand is built purely on the promise of his ability to win PGA majors and on the image of him as a well-grounded family. We’ve seen the obvious problem with this model when that promise is broken – we no longer believe in the brand the way we used to. Now winning is the only thing there is. And unless Tiger is doing that all the time, it’s hard to find a reason to stick with the brand. Since the scandal broke, six corporate sponsors (Tag Heuer, Gillette, Gatorade, Accenture and AT&amp;T) have dropped him.\r\n\r\nLance Armstrong, on the other hand, built a brand that was larger than his talent, his trophies and even himself. Instead of a one-dimensional promise, LIVESTRONG is a brand built from a belief in life, energy, focus and the strength that comes with unity. It has a clearly defined purpose to inspire people to come together to fight cancer until there is no more cancer left to fight.\r\n\r\nLance’s story and athletic ability may have provided inspiration, but the brand was never just about him or his trophies. It was about a hero’s journey and fighting seemingly insurmountable obstacles in life. And it was an invitation for others who believe in that fight (whether directly affected by cancer or not) to join the brand.\r\n\r\nSo it’s no surprise the yellow bands are still on the wrists of so many people – even after the fallout from the doping scandal. For the supporters of Lance, there seems to be a new, more compelling fundamental rule – it’s not even about HOW you play the game that matters, but rather WHY you play.\r\n\r\nLIVESTRONG enthusiasts didn’t just buy a promise. They joined a purpose bigger than themselves. As a result, they now represent the brand just as much, if not more, than Lance. And they don’t look like they’re giving up on themselves anytime soon.', 'A Tale of Two Brands', '', 'draft', 'open', 'open', '', '', '', '', '2018-09-24 19:23:36', '2018-09-24 19:23:36', '', 0, 'http://cbx.cappendev.com/?post_type=thinking&#038;p=951', 0, 'thinking', '', 0),
(952, 1, '2012-11-15 20:25:48', '2012-11-15 20:25:48', '&nbsp;\r\n<a href=\"http://www.twitter.com\">Twitter</a> did it. So did <a href=\"https://itunes.apple.com/us/app/instagram/id389801252?mt=8\">Instagram</a> and <a href=\"http://fab.com/\">Fab</a>. Some of the most successful technology startups in recent memory have one thing in common: They’ve applied principles of creativity, innovation and design to their process in order to arrive at a winning idea.\r\n\r\nIf you’re wondering what’s in these companies’ secret sauces, just know that the ingredients are exactly what we practice in the creative agency world. Here are some centered design principles used by recent Silicon Valley startups to turn their brands into huge successes.\r\n\r\n<strong>#1. Don’t be afraid to create a beautiful experience.</strong>\r\n\r\n<img class=\"alignleft size-full wp-image-5404\" title=\"Fab\" src=\"http://www.cbx.com/wp-content/uploads/2012/11/Sandra1Fab.jpg\" alt=\"\" width=\"87\" height=\"80\" /><img class=\"wp-image-5405 alignright\" title=\"Sandra2table\" src=\"http://www.cbx.com/wp-content/uploads/2012/11/Sandra2table.jpg\" alt=\"\" width=\"168\" height=\"293\" />Fab was originally a niche social networking site, but they later pivoted based on a single insight: People want beautiful design in their everyday lives.\r\n\r\nThe fact that we are multisensory creatures should be a lesson to brands: When developing a new idea, prioritizing how design can enhance the overall experience is key to success. This might encompass the website experience itself, or the presentation of that experience (e.g., the look, tone, and feel of any and all of the brands’ visual elements). Fab capitalized on this fact, as did Pinterest, and both became online sensations as a result.\r\n\r\nKey takeaway: When thinking about how to innovate your brand, design should play a key role from the outset\r\n\r\n<strong>#2. Know what you are good at and build on that asset.</strong>\r\n\r\n<img class=\"size-full wp-image-5406 alignleft\" title=\"Sandra3screen\" src=\"http://www.cbx.com/wp-content/uploads/2012/11/Sandra3screen.jpg\" alt=\"\" width=\"132\" height=\"204\" />Instagram famously started as a Foursquare-like copycat called Burbn. But by watching and listening to users, Burbn found that their users were taking advantage of the app’s photo-sharing feature and not much else. Recognizing they were savvy at enabling users to take and share photos, they scrapped the original concept and rebuilt it to be the best photosharing app it could be.\r\n\r\nKey takeaway: Knowing what you are good at is the first step to building something consumers love. Building on what drives users to your brand is a terrific starting point for making something even better—don’t chain yourself to your first idea.\r\n\r\n<strong>#3: Validating new ideas can be quick and painless.</strong>\r\n\r\n<img class=\" wp-image-5407 alignright\" title=\"Sandra4bridge\" src=\"http://www.cbx.com/wp-content/uploads/2012/11/Sandra4bridge.jpg\" alt=\"\" width=\"153\" height=\"270\" />Twitter started out as Odeo, which was essentially a podcasting company. But when they realized podcasting was a dead end offering, they began ideating around what else they could do, and be.\r\n\r\nThe company held rapid-fire ideation sessions where they listened to their staff members’ ideas and realized several of them as low-fi prototypes.\r\n\r\nHere are the future multi-millionaires in action:<img class=\" wp-image-5408 alignleft\" title=\"Meeting\" src=\"http://www.cbx.com/wp-content/uploads/2012/11/Sandra5meeting.jpg\" alt=\"\" width=\"169\" height=\"106\" />\r\n\r\nThe site that eventually grew into Twitter was tested by only 50 people for qualitative feedback.\r\n\r\nKey takeaway: Ideation sessions can help brands quickly come up with concepts that can be prototyped and tested, sometimes with just paper sketches. All you have to do to test them is “get out of the building” and talk to people. And keep in mind, it doesn’t have to be a huge, significant number of users to let you know you’re onto something.', 'How to Innovate Like a Successful Startup', '', 'publish', 'open', 'open', '', 'how-to-innovate-like-a-successful-startup', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/how-to-innovate-like-a-successful-startup', 0, 'thinking', '', 0),
(953, 0, '2018-09-24 18:19:22', '2018-09-24 18:19:22', '', 'Are-Amazon-Prime-perks-worth-cost-QL283KT5-x-large1-1', '', 'inherit', 'open', 'closed', '', 'are-amazon-prime-perks-worth-cost-ql283kt5-x-large1-1', '', '', '2018-09-24 18:19:22', '2018-09-24 18:19:22', '', 945, 'http://cbx.cappendev.com/app/uploads/2018/09/Are-Amazon-Prime-perks-worth-cost-QL283KT5-x-large1-1.jpg', 0, 'attachment', 'image/jpeg', 0),
(954, 0, '2018-09-24 18:19:22', '2018-09-24 18:19:22', '', 'Queen-Elizabeth-Prachute1-1', '', 'inherit', 'open', 'closed', '', 'queen-elizabeth-prachute1-1', '', '', '2018-09-24 18:19:22', '2018-09-24 18:19:22', '', 947, 'http://cbx.cappendev.com/app/uploads/2018/09/Queen-Elizabeth-Prachute1-1.jpg', 0, 'attachment', 'image/jpeg', 0),
(955, 0, '2018-09-24 18:19:23', '2018-09-24 18:19:23', '', 'TinaMonaco111-1', '', 'inherit', 'open', 'closed', '', 'tinamonaco111-1', '', '', '2018-09-24 18:19:23', '2018-09-24 18:19:23', '', 948, 'http://cbx.cappendev.com/app/uploads/2018/09/TinaMonaco111-1.jpg', 0, 'attachment', 'image/jpeg', 0),
(956, 1, '2012-11-27 21:32:49', '2012-11-27 21:32:49', 'As a girl I was a massive Wonder Woman fan. I was particularly entranced by the idea of the utopian Paradise Island – the girl-only home to Wonder Woman and her Amazon sisters. According to the Wonder Woman story there were no men allowed on Paradise Island, but I always imagined that they kept the men around, housed in pens, and just let them out to mow the lawn and fix stuff.\r\nI am not alone in my fascination with utopias. It is actually an American phenomenon. We love the utopian ideal in this country. America was, early on, perceived as a utopian destination for Europeans – verdant, uncorrupted, and free. And America became a hotbed of utopian experimentation: Shakers, transcendentalists, socialists, free-sexers and free-thinkers.\r\n\r\nIt is partially the pro-utopian DNA in us that fuels our love affair with brands in this country. It is not a coincidence that the vast majority of the great global brands are American. Great brands, like utopians, offer the promise of an emotionally enriched, fundamentally better life – in other words, use this brand and your life will be better and different! For an Axe believer that means you can go from being a skinny kid with acne to a constantly-getting-laid-girl-magnet. Is there a better definition of utopia for the teenage boy? Starbucks actually puts us in charge of the utopia. The brand lets us each enjoy a few moments of complete sovereignty. I imagine the fantastic feeling of command I get when I order my half-caff Americano is eerily similar to the way I would feel were I to order the peasants taken to the dungeon and given only gruel. Well, maybe that’s just me.\r\n\r\nPerhaps the perfect founding metaphor for the relationship between branding and our utopian urge are brands that were literally birthed from utopian communities: Oneida flatware, the brand that sprang from the Oneida religious commune of the mid-nineteenth century and Amana, the corporate outgrowth of a Lutheran-inspired utopian community.\r\n\r\nAt CBX, we actually harness this utopian thinking to explore the power of brands. When developing a Brand Purpose, for example, we think about a brand’s vision for a better world – often in utopian terms -- and then show how the brand is pivotal in bringing this world into being. This grandeur of ambition is critical to driving consumer connection. People want to connect with brands that are trying to do more than just create shareholder value -- they want to connect with brands that have a meaningful role in, and make a meaningful contribution to, the world.\r\n\r\nWe recently undertook this exercise when working with the Independent Filmmaker Project (IFP). We created a utopian IFP world. And through that exploration we saw that opportunities to tell stories were paramount, which helped lead us to a Brand Purpose driven by the idea of creating “successful personal storytellers.”\r\n\r\nSo the next time you are trying to get your head around a brand, ask yourself what kind of world that brand would build. And let’s hope it’s a world where the men get let out of the pens more frequently.', 'Branding and American Utopianism', '', 'publish', 'open', 'open', '', 'branding-and-american-utopianism', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/branding-and-american-utopianism', 0, 'thinking', '', 0),
(957, 0, '2018-09-24 18:19:23', '2018-09-24 18:19:23', '', 'FutureGas_1-1', '', 'inherit', 'open', 'closed', '', 'futuregas_1-1', '', '', '2018-09-24 18:19:23', '2018-09-24 18:19:23', '', 949, 'http://cbx.cappendev.com/app/uploads/2018/09/FutureGas_1-1.jpg', 0, 'attachment', 'image/jpeg', 0),
(958, 0, '2018-09-24 18:19:24', '2018-09-24 18:19:24', '', 'Obama2012-1', '', 'inherit', 'open', 'closed', '', 'obama2012-1', '', '', '2018-09-24 18:19:24', '2018-09-24 18:19:24', '', 950, 'http://cbx.cappendev.com/app/uploads/2018/09/Obama2012-1.jpeg', 0, 'attachment', 'image/jpeg', 0),
(959, 1, '2012-12-06 20:26:29', '2012-12-06 20:26:29', 'Kanye West is a lot of things: self-centered pop icon, hip-hop groundbreaker, Taylor Swift hater, boo of Kim K. And who can leave “fashion visionary” off that list?\r\nAfter his infamous MTV Music Awards debacle involving Swift, Kanye wisely retreated from the scene, at least for a while, and moved to Rome to accept an internship with the fashion giant Fendi. It was a move that wasn’t completely unexpected. Kanye had already made a well-documented foray into fashion with sneaker design, launching the highly coveted Air Yeezy 1 and 2 for Nike, and later, inking a two-year deal with Louis Vuitton footwear.\r\n\r\nBut his biggest fashion coup came in the fall of 2011, when he enlisted internationally renowned Givenchy designer Riccardo Tisci to design the album art for \"Watch the Throne\", his much-hyped album collaboration with Jay-Z.\r\n<p style=\"text-align: center;\"><img class=\" wp-image-5518 aligncenter\" title=\"LuxuryBrand2\" src=\"http://www.cbx.com/wp-content/uploads/2012/12/LuxuryBrand2.jpg\" alt=\"\" width=\"587\" height=\"461\" /></p>\r\n<img class=\" wp-image-5519 aligncenter\" title=\"LuxuryBrand3\" src=\"http://www.cbx.com/wp-content/uploads/2012/12/LuxuryBrand3.jpg\" alt=\"\" width=\"593\" height=\"393\" />\r\n\r\n&nbsp;\r\n\r\nDuring the \"Watch the Throne\" Tour (I attended two different dates) Kanye and Jay-Z, both sported Givenchy tees designed by Tisci, who had also designed the concert sets and marketing collateral. These tees, featuring stars, bold type and Kanye’s distorted visage, couldn’t be farther from the streamlined $2,500 handbags for which Tisci has become known. Still, they inspired a whole line of wear for Givenchy steeped in the hip-hop vein: <img class=\"size-full wp-image-5520 aligncenter\" title=\"LuxuryBrand4\" src=\"http://www.cbx.com/wp-content/uploads/2012/12/LuxuryBrand4.jpg\" alt=\"\" width=\"589\" height=\"589\" />\r\n\r\nCelebs began donning the Kanye-inspired Givenchy line, including this vest worn by New York Giants wide receiver Victor Cruz (it bears a striking resemblance to the concert tees and album art).\r\n\r\n<img class=\" wp-image-5522 aligncenter\" title=\"LuxuryBrand5\" src=\"http://www.cbx.com/wp-content/uploads/2012/12/LuxuryBrand5.jpg\" alt=\"\" width=\"593\" height=\"395\" />\r\n\r\nSome argued that a French luxury fashion house “going hip-hop” could tarnish the brand’s status, but Tisci knew better. Priced between $400-800 an item, the Givenchy tees, sweatshirts and vests maintained their luxury status at a premium price point, ensuring that they were targeted for (and acquired by) true tastemakers, not 17-year-old Kanye fans.  Tisci also stayed true to the design facets – stars, chain links, flowers and animals – that put him on the map in the first place.\r\n\r\n<img class=\" wp-image-5523 aligncenter\" title=\"LuxuryBrand6\" src=\"http://www.cbx.com/wp-content/uploads/2012/12/LuxuryBrand6.jpg\" alt=\"\" width=\"588\" height=\"341\" />\r\n\r\nOf course, the 17-year-olds covet these items, too -- and in a few years, they will be the tastemakers.\r\n<p style=\"text-align: center;\"><img class=\" wp-image-5524 aligncenter\" title=\"LuxuryBrand7\" src=\"http://www.cbx.com/wp-content/uploads/2012/12/LuxuryBrand7.jpg\" alt=\"\" width=\"589\" height=\"389\" /></p>\r\n<p style=\"text-align: center;\"><img class=\" wp-image-5525 aligncenter\" title=\"LuxuryBrand8\" src=\"http://www.cbx.com/wp-content/uploads/2012/12/LuxuryBrand8.jpg\" alt=\"\" width=\"584\" height=\"584\" /></p>\r\nFashion collaborations are nothing new, with fashion houses such as Versace, Martin Margiela and Missoni forging partnerships with such retail chains as H&amp;M and Target. Givenchy’s collaboration with Kanye opened the brand up to an entirely new audience (and profits). And it looks like Tisci may not be stopping there; last week, rumors of a possible H&amp;M and Givenchy collaboration had the Internet blowing up like, well, a hip-hop concert.  Who knows, maybe Tisci will bring in his good buddy Kanye as designer.', 'A Luxury Brand Gets a Good Rap', '', 'publish', 'open', 'open', '', 'a-luxury-brand-gets-a-good-rap', '', '', '2018-09-24 19:23:36', '2018-09-24 19:23:36', '', 0, 'http://cbx.cappendev.com/thinking/16/a-luxury-brand-gets-a-good-rap', 0, 'thinking', '', 0),
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(961, 0, '2018-09-24 18:19:25', '2018-09-24 18:19:25', '', '201271-instagram-logo1-1', '', 'inherit', 'open', 'closed', '', '201271-instagram-logo1-1', '', '', '2018-09-24 18:19:25', '2018-09-24 18:19:25', '', 952, 'http://cbx.cappendev.com/app/uploads/2018/09/201271-instagram-logo1-1.jpg', 0, 'attachment', 'image/jpeg', 0),
(962, 1, '2012-12-21 21:11:41', '2012-12-21 21:11:41', 'If you haven’t heard of Johnny Manziel yet, you will. On December 8th, the 20 year-old from Texas A&amp;M became the first freshman in college football history to win the Heisman Trophy. In a country where football is a religion, the kid with an arm of steel and a heart of gold represents a salvation for a sport still reeling from the aftermath of the Penn State tragedy, and the public controversies surrounding on-field concussions. Manziel represents a return to a squeaky clean Friday Night Lights brand of ball. His Aggie fans have even nicknamed him Johnny Football for goodness sake! It doesn’t get any more squeaky clean than that. And everyone wants a piece of the Johnny Football brand— from the NCAA to the university to the sport’s marketing machine at large. But who will win?\r\nIn November of 2011 the Johnny Football name was registered for trademark with the USPTO office for a variety of goods and services. Was it registered to Johnny himself? Nope. It was registered to Kenneth R. Reynolds Family Investments, an entity that appears to be attempting to pirate the trademark by taking advantage of an opportunity NCAA bylaws provide. The NCAA strictly forbids student-athletes from receiving compensation (beyond their athletic scholarships) for the duration of their collegiate careers. Furthermore, their athletic scholarships can\'t exceed the cost of tuition and fees, room and board, and books. Ironically, the cost of a thirty-second spot during the NCAA Men’s Final Four comes in at around $1.2 million, according to Bloomberg.com. Unfair to the players? Maybe. Okay, probably.\r\n\r\nBut here’s where things get murky. Can we really consider a trademark a profit? Like any brand name, the Johnny Football trademark is an asset that you build value in over time. Sure, it can help your brand build loyalty and command premium pricing in the future, but it’s not as simple as a paycheck. Moreover, by holding the Johnny Football trademark hostage in the short-term, the NCAA is hurting Manziel’s ability to profit from his own brand in the future, long after his college career is over. Instead of higher education increasing one’s earning potential, it’s actually diminishing it in the case of NCAA players like Johnny Manziel. It’s like the NCAA doesn’t want players to stick around after their freshman year anymore.\r\n\r\nLet’s take for example Anthony Davis, a one-and-doner from the University of Kentucky and this year’s No. 1 pick in the NBA Draft. You may remember Davis from his signature eyebrows, or should I say, eyebrow (singular). Davis trademarked his distinctive unibrow by registering the phrase “fear the brow” with the USPTO in June 2012. But if you look closely, you’ll see the same phrase was also registered to a company called Blue Zone, a sports outlet in Lexington, Kentucky back in 2011. So who would the Trademark and Patent Office support? The answer is actually a little surprising. In the US and most other countries, the law protects those who are the first to use a trademark, not the first to register. In order to have rights to the trademark, you have to use it publicly in association with a good or service. It’s what prevents companies from gobbling up all the good names and taglines for fictitious products and services that they’ll never launch just to keep their competition from having them. In this case, because Blue Zone was the first to use the “fear the brow” trademark, they actually may have rights to it under the strictest interpretation of the law. So for now, it looks like Davis and his brow are safe. But by preventing other players like Johnny Manziel from using their own nicknames and likenesses in the short-term, the NCAA could prevent them from being able to use them when they go pro.\r\n\r\nIt’s the complicated reality of collegiate and professional sports today that didn’t used to matter. It’s hard to imagine, but no one wanted to “be like Mike” when he was a North Carolina Tar Heel. Wilt wasn’t “Wilt the Stilt” when he was a Kansas Jayhawk. And Deion didn’t become “Neon Deion” until he left Florida State. But for Johnny Manziel, Anthony Davis and other freshman phenoms, their brands are created the second they start school. Currently the Manziel family is working with Texas A&amp;M to protect the trademark (as well as his eligibility). Only time will tell who will prevail in the battle over Johnny Football.', 'The NCAA and the Tricky World of Trademarks', '', 'publish', 'open', 'open', '', 'the-ncaa-and-the-tricky-world-of-trademarks', '', '', '2018-09-24 19:23:39', '2018-09-24 19:23:39', '', 0, 'http://cbx.cappendev.com/thinking/16/the-ncaa-and-the-tricky-world-of-trademarks', 0, 'thinking', '', 0),
(963, 1, '2013-01-09 21:57:48', '2013-01-09 21:57:48', 'It’s 2013, and time to set those New Year’s resolutions. But why stop at the individual ones? Every brand, whether a mom-and-pop store or a Fortune 500 company, should also be setting goals for the new year. So even if you fail to cut down on the red meat and hit the gym, at least your brand has a fighting chance to succeed with the following five resolutions:\r\n&nbsp;\r\n\r\n<strong>1. Lose Weight and Get Fit</strong><a href=\"http://www.creativereview.co.uk/cr-blog/2007/april/kate-moss-the-brand\" target=\"_blank\"><img class=\"alignright  wp-image-5781\" style=\"margin-top: -3px; margin-bottom: -1px;\" title=\"BrandNewYearImages\" src=\"http://www.cbx.com/wp-content/uploads/2013/01/BrandNewYearImages-013.jpg\" alt=\"\" width=\"340\" height=\"245\" /></a>\r\n\r\nEven brands can get love handles. But unfortunately, theirs aren’t the type that can hide behind a winter sweater. So this year, do something about it. Pick up your Shake Weights and start Jazzercising!\r\n\r\nStart by imagining your ideal brand body image, the core of what your brand stands for. Then take a look in the mirror and get rid of everything else that doesn’t reinforce that image. Do away with embellishments on your graphics, cut down on bloated sub-brands and hit the stair stepper to whittle down claims and messaging communication.\r\n\r\n&nbsp;\r\n\r\n<strong>2. Organize your Home</strong><a href=\"http://www.casestudyinc.com/apples-four-quadrant-product-grid\" target=\"_blank\"><img class=\"alignright size-full wp-image-5782\" style=\"margin-top: -3px; margin-bottom: -1px;\" title=\"BrandNewYearImages\" src=\"http://www.cbx.com/wp-content/uploads/2013/01/BrandNewYearImages-023.jpg\" alt=\"\" width=\"333\" height=\"331\" /></a>\r\n\r\nLike a newly purchased, vacant home, your brand starts off empty and clean. Over time, however, clutter builds and rooms get disorganized (maybe you’ve even put an addition on the house). Some brands need just a little spring cleaning while others desperately need to make a cameo on and episode of Hoarders. Either way, 2013 is a perfect time to get organized.\r\n\r\nTake a look at your brand home. Do you have overlapping products, features or offerings? Can you get rid of one and make the other stronger? Can they merge? How about your segmentation? Your brand segmentations or sub-brands function as the rooms in your home. These rooms can have distinction, but they should all feel as if they’re under the same roof. Embrace brand feng shui!\r\n\r\n&nbsp;\r\n\r\n<strong>3. Spend More Time with Family and Friends</strong>\r\n\r\n<a href=\"https://twitter.com/twelpforce\" target=\"_blank\"><img class=\"alignright  wp-image-5783\" style=\"margin-bottom: -1px;\" title=\"BrandNewYearImages\" src=\"http://www.cbx.com/wp-content/uploads/2013/01/BrandNewYearImages-034.jpg\" alt=\"\" width=\"340\" height=\"245\" /></a>Marketing is no longer a one-way street, and people can no longer be labeled as “just consumers.” They’re part of your brand family, so take the time to reach out and connect with them.\r\n\r\nYour brand family’s ideas, joys and frustrations will give you valuable insights and help you steer your brand in the right direction. For instance, only someone close to you is going to alert you to that spinach stuck in your teeth. So whether it’s through Facebook, Twitter or an entirely new social medium, start engaging with the people who use your brands. And don’t forget to call your mother.\r\n\r\n&nbsp;\r\n\r\n<strong>4. Try Something New</strong><a href=\"http://online.wsj.com/article/SB10001424127887324731304578189323042824276.html\" target=\"_blank\"><img class=\"alignright size-full wp-image-5784\" style=\"margin-top: -3px; margin-bottom: -1px;\" title=\"BrandNewYearImages\" src=\"http://www.cbx.com/wp-content/uploads/2013/01/BrandNewYearImages-044.jpg\" alt=\"\" width=\"340\" height=\"245\" /></a>\r\n\r\nDon’t emulate, innovate. All too often, brands are content with “me, too,” playing it safe and sticking close to the pack. Trying something new means taking risks, but choosing to do nothing can also be a risk, so don’t let that stop you.\r\n\r\nIf you play it too safe, how can you expect to be a leader in your field? It is important, however, to stop short of recklessness. Innovations can be large or small, but they need to be formulated and implemented responsibly. That means figuring out if what you’re setting out to do fits with your brand persona. Trying something new for stunt daredevil Johnny Knoxville would be quite different than for renowned cellist Yo-Yo Ma.\r\n\r\n&nbsp;\r\n\r\n<strong>5. Don’t Fall Back into Old Habits</strong><a href=\"http://www.underconsideration.com/brandnew/archives/follow-up_windows_8.php\" target=\"_blank\"><img class=\"alignright size-full wp-image-5785\" style=\"margin-top: -3px; margin-bottom: -1px;\" title=\"BrandNewYearImages\" src=\"http://www.cbx.com/wp-content/uploads/2013/01/BrandNewYearImages-054.jpg\" alt=\"\" width=\"340\" height=\"245\" /></a>\r\n\r\nAfter working your way through your 2013 goals, take a good look at your progress. Your brand now looks fit and trim, organized, socially connected and innovative, so don’t fall back into old habits! This is perhaps the most important New Year’s resolution of them all.\r\n\r\nWhen February 1st rolls around, 90% of the people who signed up for a gym membership in January  are nowhere to be found. Don’t let your brand be among the dropouts! Keep improving and creating a more positive and engaging brand experience, one that you can carry through many years to come.', 'A Brand New Year\'s Resolution', '', 'publish', 'open', 'open', '', 'a-brand-new-years-resolution', '', '', '2018-09-24 19:23:36', '2018-09-24 19:23:36', '', 0, 'http://cbx.cappendev.com/thinking/16/a-brand-new-years-resolution', 0, 'thinking', '', 0),
(964, 1, '2013-01-15 21:13:13', '2013-01-15 21:13:13', 'SoulCycle, Reebok, Equinox… Oh, My!\r\nSo New Year’s came and went—as did our resolutions. I think we can all begrudgingly confess to having put more gym time on our lists. It’s the redheaded stepchild of all resolutions. Most loathe the thought of including it but feel obligated to anyway. Yet, year after year, while resolutions have stayed the same, the gyms have changed.\r\n\r\nIn New York City—a place once synonymous with prohibition, Studio 54, Times Square strip clubs and overall indulgence—gyms were a rarity. Today, they’re no longer just for the fitness obsessed. They say more about us than Facebook, LinkedIn or OkCupid.\r\n\r\nChoosing a gym is about as personal as choosing a doctor or church. No longer just an experiential brand, gyms have become your personal brand. They shape how you wake up in the morning and how you go to bed at night. You loathe it. You love it. You pay your dues. And you keep coming back.\r\n\r\nWhen I first moved to NYC as a naïve, spirited and broke college grad, I envied those who held the magical card that granted them access through the glamorous entryways of Equinox, Health &amp; Racquet, Reebok Club and Soho House. My options, however, based solely on price, were limited to New York Sports Club (which was still a stretch), Crunch, and Boom. And naïve, I was—opting for a yearlong membership to New York Sports Club.\r\n\r\nYears later, due to stubborn loyalty, I’m still a member. It might be because New York Sports Club is the Starbucks of all gyms—I can’t go 10 blocks without one at my disposal. Or, maybe I feel like I’ve devoted too much of my time to the brand to give it up. Whatever the reason, my loyalty today is more questionable than ever. Boutique gyms are popping up everywhere. And not just their retail spaces but their cult-like followings, stylish apparel and social prestige.\r\n\r\nSoul Cycle, with its exclusive classes, bags, t-shirts, and general coolness, and CrossFit, with its warehouse-style, invite-only hardcore sessions, are two of many. Even Lululemon, which has in-store classes, pop-up sessions, and their  ‘Shit Yogis Say’ YouTube channel, is giving me second thoughts on my blind devotion. Yes, I may just want to be a yogi, but is it too late?\r\n\r\nWhat’s clear at NYSC is their lack of tribe. Rarely do I meet someone gushing about the gym or wearing branded apparel. NYSC doesn’t seem to get that gyms are no longer just a place to sweat—they’re now a social venue, as shown by Equinox’s cafes and Crunch’s quirky dance classes. Reebok, once exclusively a sneaker and apparel brand, now stands for NYC gym exclusivity and <a href=\"http://reebok.sportsclubla.com/services\" target=\"_blank\">offers use of its unique Paul Labrecque Salon &amp; Spa</a>. Even less pricey gyms like Planet Fitness understand the “new gym normal.” Its rec<a href=\"http://www.nytimes.com/2013/01/03/business/media/planet-fitness-sheds-aspirational-approach.html?_r=0\" target=\"_blank\">ent ad campaign mocks fitness crazed folk</a> and totes its “judgment-free zone.”\r\n\r\nSo, what does this mean for us? Whether spinning, lifting tires, pole dancing or yoga is your thing, there’s a gym for you. But remember, choose wisely.', 'It’s a jungle gym out there', '', 'publish', 'open', 'open', '', 'its-a-jungle-gym-out-there', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/its-a-jungle-gym-out-there', 0, 'thinking', '', 0),
(965, 1, '2013-01-24 17:06:42', '2013-01-24 17:06:42', 'A recent trip to Kitty Hawk proved to be a lesson on how pioneering inventors make their innovations real. The Wright Brothers changed the course of history. Through insight, mechanical ingenuity and sheer determination, they brought people into the realm of flight. The world got smaller the day they flew.\r\nHere are 6 key takeaways from Wrights’ innovations for any marketer:\r\n\r\n<strong>1. Be Driven, Not Intimidated</strong>\r\nOrville and Wilbur were not the only ones who were working on powered flight. Many had come before them, and contemporaries had raced to see who could figure it all out first. Early pioneers also had to experiment with (and on) their new equipment themselves. Failure often meant death. Get it wrong once and you might not get a second chance. But rather than be intimidated by these consequences, the Wrights drew more fuel for their fire, giving their work an urgency to help other would-be aviators.\r\n<em>Failure is more than \"not an option;\" it\'s a motivator.</em>\r\n\r\n<strong>2. Build On What You Know</strong>\r\nOrville and Wilbur\'s fascination with flight began as children with a wind-up toy helicopter. They later made their living building bicycles, giving them a skill set in manufacturing, mechanics and fabrication. They also became self-sufficient, often building new machinery when none suited their needs. This proved invaluable when it came time to building a machine that had never been seen before.\r\n<em>What you do today should inform and improve what you do tomorrow.</em>\r\n\r\n<strong>3. Don\'t Trust Anyone</strong>\r\nOne of the Wright Brothers’ contemporaries was a German gliding expert named Otto Lilienthal, who had completed over 2,000 documented glider flights before 1900 and written extensively on rules for successful flight. The brothers used his work as a foundation for their first tests, all of which proved unsuccessful. Turns out, Herr Lilienthal\'s work was wrong––he ended up perishing during one of his test flights. Orville and Wilbur started fresh and came up with the rules of roll, pitch and yaw, the three critical flight dynamic principles that are still used today.\r\n<em>Don\'t rely on experts; become one.</em>\r\n\r\n<strong>4. Allow For Trial &amp; Error</strong>\r\nThough the Wrights lived and worked in Dayton, Ohio, they had to find a location to test their new invention. They sent a letter to the Smithsonian asking for the windiest locations in the country. Though Chicago was at the top of the list, it proved too dangerous for a takeoff or landing. In the end, they chose Kitty Hawk, North Carolina (Kitty Hawk was sixth on the list). Kitty Hawk was windy but also coastal, giving them sand to land on that might help soften an inevitable crash landing.\r\n<em>Plan to make and learn from mistakes.</em>\r\n\r\n<strong>5. Never Give Up</strong>\r\nThe Wright Brothers worked for years before they had a successful flight, pouring all of their financial resources into a task that most thought would never succeed. The summer of 1902 was the year they almost quit. On their way back to Dayton following a glider crash, Orville was quoted as saying, \"Man will fly, but not for a thousand years.\" But after returning home, they got right back to work on their prototype. Twelve months later, they returned to Kitty Hawk and changed the world.\r\n<em>Failure is not when you don\'t succeed but when you stop trying.</em>\r\n\r\n<strong>6. There Is No Finish Line</strong>\r\nThe Wright Brothers\' story does not end after their first flight. They continued to refine their invention, making their plane go higher and faster, and enabling the pilot to have more control. Their early secrecy led to skepticism, with some journalists doubting their claims altogether. Legal wars over patents hurt their public image. They also had to find buyers (not an easy task when nobody in the world had ever been trained as a pilot). Safety problems with later models didn\'t help.\r\n<em>Real innovation is a never-ending journey.</em>\r\n\r\nInnovation is achieved on many different scales, and your challenge may not be to change the course of human history. But the lessons we can learn from those who did may help you reach your goals. Like Orville and Wilbur, the sky might quite literally be your only limit.', 'Learning to Fly: Principles of Innovation', '', 'publish', 'open', 'open', '', 'the-wright-brothers', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/the-wright-brothers', 0, 'thinking', '', 0),
(966, 1, '2013-01-31 20:56:17', '2013-01-31 20:56:17', 'Social media platforms have begun to undermine conventional marketing strategies for traditional brands as Twitter feeds and YouTube parodies deconstruct and redefine their meaning via the almighty “world of mouth.” Where brand truisms were once decided over an afternoon Scotch with Don Draper, today we find ourselves belaboring over an Instagram hashtag to understand how it has so quickly re-purposed our brand essence without us. Not only must brands now continually keep tabs on their consumers but also on their clear and purposeful messaging across media platforms. If not, they risk having little impact or relevance, no matter how timely their Facebook responses or photo updates.\r\nAnd what about the influence of social media on our own personal brands? The same rules seem to apply.\r\n\r\nThe way corporate brands have sought to convey consistent messaging is similar to the way many millennials have begun to convey their own personal brands. And social media platforms have only fueled our desire to build social capital. The Web is no longer a place where anonymity rules or boorish alter egos come out to play. We now live in it and our identities have become bound and defined by it. Case in point: consider the amount of time we spend filtering Instagram pictures. Earlybird, Lo-fi, or Hefe? Alarming.\r\n\r\nThe world of nonstop status updates have forced us to be strategic and particular about the ways we self promote. How do we stick out? How are we going to be remembered? In the world of social media, lasting impressions are made only if we promote our brand consistently—across Pinterest, Facebook, Twitter, and now (drumroll) Tinder.\r\nNewly formed habits or unpredictable behaviors must be spared in order to leverage our ownable strengths. The Web is too big of a playground for people to showcase multiple areas of expertise. You can’t be seen as the funny friend if your personal media content ranges from self-deprecating humor to high-end fashion. Even more important than owning a descriptor is the integrity that’s at stake (albeit, online) with contradictory tendencies. Human beings are inclined to embrace consistency in their commitments, attitudes and actions in a variety of situations as it strengthens our identities. Nobody wants to bear the scrutiny of  “poser-like” behavior, especially online, where all of our worlds collide.\r\n\r\nFacebook’s imminent launch of “graph search”—a tool that allows users to locate any information relative to their friend’s photos and interests—will be akin to the ease of Googling a restaurant location nearby, and will further expose our online behaviors (assuming this information is shared, of course). These refined search methods will instantly reveal “Photos of Meg, from 2009-2011.” As our interests and online lives become more accessible and inextricable, will the pressure to withstand the creation of different online identities and images increase?\r\n\r\nAs is, our streamlined personalities are becoming self-contained and homogenous, reducing the reality of human complexity to “like” clicks, @ user names, RT’s and getting “linked in.”', 'Filter me this…', '', 'publish', 'open', 'open', '', 'filter-me-this', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/filter-me-this', 0, 'thinking', '', 0);

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(988, 1, '2013-05-22 20:02:09', '2013-05-22 20:02:09', 'It’s 7:30 a.m. and I’m coming off my SoulCycle high, eager to seize the day. As I look around the main foyer of the NoHo location, the sunlit room is all smiles. I am truly in awe of this brand. In just six years Julie Rice has created a multi-million dollar fitness sanctuary; a place where a single class offering has amassed a cult-like following and put Exhale Spa addicts to shame. But why? The ambience is certainly a treat, with Verbena yellow candles infiltrating each room, neon words of encouragement covering the walls, and music playing so loud that the only thing you can focus on is the iconic yellow resistance knob on your bike. Still, this holistic health psyche is not new to the 21st century. Many other brands such as Lululemon and Organic Avenue have appropriated their brand meaning to the marriage of mind and body, a heavy-duty “mental floss” if you will. \nThinking on it more, I realized that SoulCycle has benefited from a cultural branding strategy that speaks to Millennials in a highly relevant way. Where brand meaning in the world of fitness is usually constructed by establishing associations between product and valued functional or emotional benefits (PX90 will transform your abs in three sessions, 60 minutes in an exhale class will give you peace of mind… etc.), SoulCycle has repurposed two cultural expressions that are special to the Gen Y identity - that being our sense of self as a result of growing up in teams, and our yearning for authenticity.\n\nI can still hear echoes of Miss Renkin’s strained voice bellowing in my fourth grade classroom “…a team win is a personal win…a team win is a personal win” as we greedy ten year-olds battled for possession over a science fair trophy. Our class would quickly learn to share this shiny gem and accept equal ownership. Because Millennial life experiences are perpetually understood in the context of a group, most of us have identified our role within group(s) from an early age. Rather than being encouraged to “do our own thing,” we are asked contribute to the clan in a meaningful and distinctive way. \n\nSoulCycle has capitalized on this behavior via class structure and communication. The bikes are situated close together and we all ride to the beat of the music, but this collective journey is tempered by the instructor asking us to focus on our individual energy, as a way of inspiring others. In one way or another, we are asked to feel and contribute to each other’s energy for an optimal ride. Sound cheesy? Don’t judge before you experience it for yourself!\n\nAs the Internet homogenizes culture, Millennials struggle to navigate the tension between individual and collective identity. Our seemingly distinctive ideas become retransmitted and cheapened across social media sites with each mouse click. More than ever, we seek the real and the authentic to resist a “wikification” attack on our personal character. Millennials will continue to invest in SoulCycle because the company markets their instructors as the brand’s most genuine property. Classes are tactful and engaging because of each instructor’s unique delivery of SoulCycle values. Depending on whose class you attend, the music, outfits, tempo and ‘grand narrative’ to motivate everyone will differ. These mini soul tribes that rally around instructors cater to that authentic experience Millennials crave under the larger brand vision…because nothing is more real than what makes us all different.\n\nBecause people override marketing messages in determining brand value today, products and experiences are purchased with the intent to join a brand – not just use it. For classes at $34 dollars a pop, there is every reason for me to spin elsewhere, but my loyalty to SoulCycle (along with many others) speaks to the importance of culture in branding – especially for Millennials.', 'A Culture Found', '', 'publish', 'open', 'open', '', 'a-culture-found', '', '', '2018-09-24 19:23:36', '2018-09-24 19:23:36', '', 0, 'http://cbx.cappendev.com/thinking/16/a-culture-found', 0, 'thinking', '', 0),
(989, 1, '2013-05-28 20:43:01', '2013-05-28 20:43:01', '<img class=\"size-full wp-image-6375 alignright\" title=\"SandraPict1\" src=\"http://www.cbx.com/wp-content/uploads/2013/05/SandraPict1.jpg\" alt=\"\" width=\"229\" height=\"339\" />\nMuch like Duane Reade, one of the more defining NYC stores is Ricky’s NYC, the self-described “edgy, ultra-hip ‘beauty shop’ specializing in unique fashion accessories, cosmetics and beauty supplies.” After announcing an expansion in WWD in late 2011, however, updated stores are few and far between.\n\nIn the event Mr. Ricky Kenig, the eponymous founder and creative director, is reconsidering, I’d like to make a suggestion or two from a brand strategy perspective:\n\n<strong>DO acknowledge what defines the brand from a positioning standpoint.</strong>\n\nRicky’s NYC is mainly about beauty care that is a quirky, fun, rainbow of colors and a little risqué. When thinking about modernizing this brand, it’s extremely important to keep in mind what represents its true heart and soul. The original Ricky’s is the retail version of a John Waters movie (like Hairspray) meets the East Village’s (now) vintage retail punk scene from the late 80s.\n\n<img class=\" wp-image-6376 alignleft\" title=\"SandraPict2\" src=\"http://www.cbx.com/wp-content/uploads/2013/05/SandraPict2.jpg\" alt=\"\" width=\"273\" height=\"205\" />\n\nThis combination is what makes Ricky’s different and special compared to Sephora or MAC, especially if consumers are outside of NYC or have never experienced the brand, and need to “get” right away what makes Ricky’s special and unique.\n\nWhich brings me to the next stage: Once you’ve clearly acknowledged who you are and what makes you special, infuse that into the visual elements of the brand identity.\n\n&nbsp;\n\n<strong>DO identify what visual elements are iconic to the brand, starting with colors and shapes.</strong>\n\nTwo of the key Ricky’s NYC elements are the shape of the squirting tube and the contrasting fuchsia/teal color combination.\n\n<img class=\"alignleft size-full wp-image-6443\" title=\"Sandrablog3\" src=\"http://www.cbx.com/wp-content/uploads/2013/05/Sandrablog3.jpg\" alt=\"\" width=\"650\" height=\"148\" />\n\n<img class=\"size-full wp-image-6477 alignright\" title=\"SandraPict6\" src=\"http://www.cbx.com/wp-content/uploads/2013/05/SandraPict62.jpg\" alt=\"\" width=\"50\" height=\"183\" />\n\nI once met the man who helped create Maybelline’s Great Lash Mascara, and the pink and green colors for the pack were chosen because they are opposite colors on the spectrum and stand out. And everyone would agree that in mascara, this color combination is forever associated with the Maybelline Great Lash brand.\n\nThe same could be said for the Ricky’s tube and color scheme. We may not know exactly what is coming out of that package, but we know it’s something that will make us look or feel good. The effect is strong.\n\n<img class=\"wp-image-6381 alignleft\" title=\"SandraPict7\" src=\"http://www.cbx.com/wp-content/uploads/2013/05/SandraPict71.jpg\" alt=\"\" width=\"210\" height=\"156\" />\n\nThe new logos (glimpses available around NYC and on the web) show a tube-free version with uppercase block silver sans serif for the store name. Before moving away from the tube, it’s important to really understand what consumers identify the brand with and what makes the brand unique from a visual standpoint. (Image: new Ricky’s Logo &amp; Store Front on First Ave. in Manhattan)\n\nAnd lastly, even though it sounds like modernizing is risky, it is a part of staying relevant. But that doesn’t mean you can’t still be who you are.\n\n<strong>DON’T be afraid to modernize and still represent your core brand identity. </strong>\n\nWhen you do, just do it in a way that is authentic to what the brand stands for as well as what is relevant for today’s culture. Ricky’s modernizing strategy doesn’t mean having to look like a better Sephora or MAC store. Below are two examples that might either be works in progress or the final design renderings (found on the web) that could still go further in representing brand\'s core meaning.\n\n<img class=\"alignleft size-full wp-image-6450\" title=\"Sandra4\" src=\"http://www.cbx.com/wp-content/uploads/2013/05/Sandra4.jpg\" alt=\"\" width=\"650\" height=\"261\" />\n\nIf Ricky\'s had been born in 2013, its visual design might incorporate the vintage, iconic aspects of what made Ricky’s part of NYC culture and lore reimagined with a modernized aesthetic. Based on what I’ve shared, the new look could easily be inspired by a combination of Nylon magazine covers and editorial content meets Katy Perry’s hair, makeup, wardrobe and stage sets meets Jean Paul Gaultier’s Spring/Summer 2013 line (which should look incredibly familiar).\n\n<a href=\"http://www.cbx.com/wp-content/uploads/2013/05/SandraBlog2.jpg\"><img class=\"alignleft size-full wp-image-6439\" title=\"SandraBlog2\" src=\"http://www.cbx.com/wp-content/uploads/2013/05/SandraBlog2.jpg\" alt=\"\" width=\"650\" height=\"435\" /></a>\n\nYou don’t need to and shouldn’t lose your brand when you make it more relevant to today’s consumer, if you have a strong foundation. In this case, what makes Ricky’s worthwhile is still there, in the foundation of the brand. The art and craft of branding is recognizing the foundations, and paying homage to them, while staying in step with the cultural moment.', 'Two DO\'s and a DON’T for Updating an Iconic Brand', '', 'publish', 'open', 'open', '', 'two-dos-and-a-dont-for-updating-an-iconic-brand', '', '', '2018-09-24 19:23:39', '2018-09-24 19:23:39', '', 0, 'http://cbx.cappendev.com/thinking/16/two-dos-and-a-dont-for-updating-an-iconic-brand', 0, 'thinking', '', 0),
(990, 1, '2013-06-03 21:03:50', '2013-06-03 21:03:50', 'I love James Bond movies. All of them. Even the bad ones (think anything with Denise Richards or Tanya Roberts). And I have now done something either completely horrible—or fantastic and empowering—by introducing my tween daughters to Bond. We have been trolling the catalog together on Friday nights.\nAnd so it was to my horror that I found myself completely unable to name a whole swath of Bond films, despite the fact that I have probably seen each and every one of them five times or more.\n\nThere were the films that jumped to mind quickly:\n•    <em>Goldfinger</em>\n•    <em>Octopussy</em>\n•    <em>Moonraker</em> (yes, I know, horrible)\n•    <em>Diamonds are Forever</em>\n•    <em>Casino Royale</em>\n•    Even On <em>Her Majesty’s Secret Service</em> (you know, the one with the Bond actor no one can ever remember – it’s George Lazenby, BTW)\n\nAnd then there were the films I just couldn’t call up, although I had the vague recollection that they each had the words Live, Die or Tomorrow somewhere in the title. I even struggled with the recent Daniel Craig offering, <em>Quantum of Solace</em>. I mean, seriously, if you’re going to go there, why not just call it <a href=\"http://en.wiktionary.org/wiki/spooky_action_at_a_distance\" target=\"_blank\">Spooky Action at a Distance</a>?\n\nThe difference for me between the memorable and the less memorable is imagery. The Bond titles with words that sparked imagery, creating visual cues, simply stuck better. The highly generic and abstract titles, ones that don’t intuitively connect to an image, or even a sensation, are simply less memorable—less sticky.\n\nThis lesson is not new, but it is one that bears repeating. As marketers we often wade into our naming, copy and other verbal communications with high order ideas, and we use lots of abstract language to get them across. And it is a particular danger in the world of B2B.\n\nSo what is a brand to do?\n\n<strong>First off, talk like a human being</strong>. Imagine that you are talking to another person, not broadcasting a message out to the world.\n\n<strong>Use simple language</strong>.  I love big words. But save “peripatetic,” “precipitous” and “pernicious” for your diary.\n\n<strong>Finally, use imagery – create a mental picture</strong>. Don’t be afraid to use metaphors or similes that connect to the tangible world to help bring your ideas to life.\n\nA quick example: I recently saw a new product offering from Xerox called <a href=\"https://www.mybenefitwallet.com/\" target=\"_blank\">BenefitWallet</a>, a tool to help people manage multiple health accounts. The name does a nice job of leveraging an imagistic metaphor, the wallet, to help communicate that the product is going to help organize things and be intuitive and simple. I’m just guessing here, but this is no doubt going to be stickier than “Health Aggregator,” “SimpliHealth” or any of the other more abstract, on-strategy names that Xerox could have developed.\n\nNow, that is not to say that there aren’t other tools that can be used to create memorability—sometimes sound or other disruptive elements can really help a name or an idea break through. But imagery is a great tool to have in the toolbox. So go forth and be imagistic. And definitely watch <em>You Only Live Twice</em>, even though it has a hard-to-remember name.', 'James Bond and the Power of Imagery', '', 'publish', 'open', 'open', '', 'james-bond-and-the-power-of-imagery', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/james-bond-and-the-power-of-imagery', 0, 'thinking', '', 0),
(991, 1, '2013-06-14 17:30:28', '2013-06-14 17:30:28', 'Well, it’s over. The most wonderful faux-holiday of the year, National Donut Day, has come to a delicious close. Now that the powdered sugar has settled, let’s take a moment to loosen our belts and reflect on the biggest triumph of this faux-holiday season, the cronut. Part donut, part croissant, all kinds of crazy delicious, the cronut not only stirred all of NYC into a gluttonous frenzy, it also stirred up quite a bit of controversy.  May we present to you the cautionary tale of the cronut, with two valuable lessons brands should know when it comes to defending trademarks and intellectual property? </br><strong>Lesson 1: </strong>Being first to market is a blessing and a curse</br>\nThere’s a lot of debate on who was first to market with the cronut. Most media outlets covering Cronut Watch 2013 attribute the innovation to Dominique Ansel, a humble bakery in Greenwich Village. However, Najat Kaanache, chef at Private Social restaurant in Dallas, Texas, has recently taken to twitter to stake her claim as the true inventor of the cronut. While that social media debate rages, there’s the emergence of the knock-off versions calling themselves doissants, crowbars, or even fauxnuts, all trying to prove that a cronut by any other name can be just as sweet. All of this controversy proves that it’s not only a blessing to be first to market, but it’s also kind of a curse. </br>\nFirst-to-market innovators bear the responsibility for educating consumers. Which is what makes descriptive names like “cronut” so appealing; they help clarify what the heck this flaky fried concoction really is without a lot of additional education. The problem is that these names quickly become generic, and people start using them to describe the category rather than a specific brand. </br>\nLet’s think back to the SillyBand craze that captured our imagination a couple of years ago. “Silly bands” is the descriptor we all use to describe those colorful, adorably shaped rubber bands, but “SillyBand” is also a trademark. While the trademark may force other brands to call themselves FunBand or CrazyBand, it doesn’t force consumers not to call them “silly bands.” And that’s how it happens, the gradual process whereby brands lose their trademarks. It’s a process called “genericide,” where a term no longer stands for a brand but for the category at large. And trademark law is clear—no one can own a generic term. If consumers use a company’s trademarks descriptively for too long, they’ll lose the right to carry the trademark at all. Zipper, Aspirin, Kerosene, Escalator are all victims of genericide. And it looks like the cronut is well on its way to meeting a similar fate. </br>\nFirst-to-market brands that successfully avoid genericide do one expensive but worthwhile task —they invest in two names, not just one. They create an industry category descriptor and a brand name, and continuously message to consumers that they are very different things. At launch, Tivo invested as much in the DVR category name as it did in its own brand name. Same with Intel and microprocessor; Google with search engine; RollerBlade with the in-line skate. It’s a headache, but them’s the breaks when it comes to being first to market. </br>\n<strong>Lesson 2: </strong>A trademark is not a patent</br>\nAnd finally, to close out the conversation on cronuts and branding best practices, let’s offer a quick point of clarification. A trademark is not a patent. While they live in the same intellectual property world, they offer two different kinds of protection. A patent will prevent other brands from making the same product. In the case of a cronut, it would prevent other brands from making any donut-meets-croissant hybrid at all. A trademark will prevent other brands from using the same name for their product. In the case of a cronut, that’s why we see the emergence of doissants and fauxnuts, because Dominique Ansel’s innovation is protected by a trademark, not a patent. That said, patents are very hard to get, and it may be the case that the cronut doesn’t qualify for one. But for any innovation that does qualify, it’s always a good idea to seek trademark and patent protection. </br>\nIn the meantime, the countdown to the next National Donut Day begins (for those counting we have a little under 360 more days to go). ', 'Innovation hurts, donut?', '', 'publish', 'open', 'open', '', 'innovation-hurts-donut', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/innovation-hurts-donut', 0, 'thinking', '', 0),
(992, 1, '2013-06-20 16:36:39', '2013-06-20 16:36:39', 'After stepping outside of a Lower East Side restaurant one Sunday afternoon, I was struck by a New York moment. It was not my first, nor even my fiftieth, but this brief moment in time struck a chord and composed a beautiful symphony of discovery.\nThe rain felt like water balloons and my umbrella was nonexistent. As I scrambled to hail a cab on Orchard, a bright sign with a two-word logo lockup caught my eye. Reed Space, one of the world’s most innovative boutiques, became my safe haven that day.\n\nAs an enthusiast for this lifestyle brand, I am intrigued by the consumer experience Staple Design, the brand’s originator, has curated at retail. Reed Space is owned and operated by the agency’s founder Jeff Ng, who has expanded the company to three divisions since its inception in 1997: a creative agency, a clothing collection and a commercial store in NYC and Japan. This equation has positioned Staple as one of the more influential and trendsetting brands today.\n\nAfter stepping inside of their retail space for the first time, I found myself enthralled by the very items that Staple Design is NOT widely known for: art, gadgets and accessories. The door opens up to a long narrow corridor; the right wall is lined with book after book sitting atop about one hundred white chairs that are seamlessly woven together as elevated shelving.\n\nThe rest of the store carries a grip of art and merchandise that looks and feels on-brand. Is this surprising? No. Does it represent a best-in-class boutique experience at retail? Yes. Not only does Reed Space have an art gallery next door (Reed Space Annex), the minimalistic store design brings their product offerings front and center. Plush wood sits beneath collections of graphic tees and sneakers. Jackets and button-ups run parallel to the clean white walls that frame this mecca of streetwear.\n\n<img class=\"alignleft  wp-image-6588\" title=\"slide3\" src=\"http://www.cbx.com/wp-content/uploads/2013/06/slide3.jpg\" alt=\"\" width=\"360\" height=\"270\" />Google.com defines boutique as “a business that serves a sophisticated or specialized clientele.” The under-the-radar nature of these shops is both mysterious and fascinating. Across NYC and abroad, these formats make it a point to go unnoticed to the general public through innovative signage, faux storefronts and unique store locations. The end goal is not to earn extravagant profits but to connect with humans in new, engaging and innovative ways.\n\nReed Space and many other boutiques around the world have become a destination for consumers to discover, learn and educate themselves beyond the very products they purchase.', 'Chic Boutique', '', 'publish', 'open', 'open', '', 'chic-boutique', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/chic-boutique', 0, 'thinking', '', 0),
(993, 1, '2013-07-03 16:11:39', '2013-07-03 16:11:39', 'We’re celebrating a birthday this week. That’s right, it’s the anniversary of the good ol’ US of A’s independence. It’s a celebratory time when Americans get together and share a strong national ethos of patriotism. It’s a time for questions like, hot dogs or hamburgers, where to see the fireworks and whether or not to take Friday off from work.\nBut while I was pondering these important questions along with the rest of the nation, something interesting on TV caught my eye. Between all those insanely annoying 4th of July discount mattress spots, the Fiat commercial got me to rewind, watch again and really think about what I had just seen.\n\nLet me quickly remind you that Fiat was reintroduced back into the U.S. in 2010. They adopted  the course of using celebrities as a shortcut to popularity, showing us people like Jennifer Lopez, Pitbull and even <a href=\"http://www.nydailynews.com/autos/pop-song-amazing-car-ad-pitbull-sexy-people-music-video-all-out-fiat-commercial-article-1.1350110\" target=\"_blank\">Charlie Sheen</a> (which was either a genius or half-witted decision). And while it’s evident that they’re trying to capture the attention of Millennials, with those spokespeople, they’re clearly struggling to find their image and what they stand for.\n\nFiat’s latest, very strategically timed commercial, portrays Paul Revere galloping through town exclaiming to the townspeople that it’s not the British, but the Italians who are coming. What a revolution for Fiat! They’ve finally embraced where they come from and courageously flaunted it at a time when the nation is being inundated with Americana. They’re leveraging their Italian auto ingenuity and sleek designs.\n\n<img class=\"alignleft  wp-image-6633\" title=\"Lucila2\" src=\"http://www.cbx.com/wp-content/uploads/2013/07/Lucila2.jpg\" alt=\"\" width=\"609\" height=\"321\" />\n\nThis leads me to the point that a brand’s identity needs to be authentic and believable. It grows from the foundation and the soul of a company. Shifts in identity can occur over time, but they should always stem from a core truth.\n\nFiat’s relaunch into such an important market, has inevitably faced its fair share of challenges. But it seems as if they’ve finally done some deep soul searching to get the brand right. It’ll be interesting to see if Fiat can stay on brand, as well as Americans’ reaction to the Italian “invasion.”\n\nCheck out the commercial <a href=\"http://www.youtube.com/watch?v=do9RSU46HzA\" target=\"_blank\">here</a>.', 'Stars, Stripes and Cannolis', '', 'publish', 'open', 'open', '', 'stars-stripes-and-cannolis', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/stars-stripes-and-cannolis', 0, 'thinking', '', 0),
(994, 1, '2013-07-03 16:15:16', '2013-07-03 16:15:16', 'Designing a compelling coffee program or retail coffee experience, you need to take into account the entire consumer journey. Everything from need state (Hmmm, I\'m getting tired, maybe I should go somewhere to get some coffee) to decision making (Hmmm, where should I go?) to consuming (Hey, this is good coffee) and connecting (I like those folks at Irving Farms). Depending on how you analyze the journey, there could be dozens of touchpoints along the way that each need to be carefully planned. To illustrate this, let\'s look at one of them.\nWe\'ll focus on something simple. The cup. A coffee cup can be an important tool and appears at a few points along a consumer journey map. Seeing someone with a cup on the street. Seeing the cups stacked in the store. Holding the cup and drinking the coffee, which may even involve reading the cup.\n\nDoes a cup design affect the consumer\'s coffee experience? Of course it does. A coffee cup is an interesting thing. It\'s a package but you don\'t buy it while it\'s on the shelf. It doesn’t need to compete on shelf with other coffee cups. It\'s a purchase reinforcement. It’s like when you buy Eleni\'s cookies online. It\'s the cookies you\'re buying but when you get that box, that incredible box, it reinforces the quality, the taste and the specialness of those cookies. Cups can also feel special, like when you hold a well-designed, double-insulated paper cup where the sleeve is attached and goes from top to bottom. Cups can also communicate. Often there are stories of heritage or origin on the cups. If you\'re sitting for 20 minutes with a cup, chances are you may read what\'s there. Coffee cups can also be status symbols, much like carrying around a Green LOVE juice from Organic Avenue.\n\nYou would think that coffee cups need to show taste appeal and therefore display dark and warm colors, but companies are doing very different things with coffee cups. They can be brand focused, story focused, coffee focused. Coffee cup design should in some way come back to brand strategy but also take consumer journey into account.\n\nSo what color is coffee? Well it\'s brown I guess but not all retailers are following along. I would say coffee definitely isn\'t white but look at Starbucks. They really stand for coffee and they are also a badge brand. People are proud of their Starbucks so they can get away with a logo on a plain white cup. Dunkin is actually missing an opportunity while doing the same thing. An opportunity exists for all brands to deliver an emotional benefit through these coffee cups. Dunkin is wrong for just putting a logo on a cup. It\'s not enough to identify with. Dunkin has rabidly loyal followers but they aren\'t a badge brand. They should be taking advantage of how many impressions they get from their cups and using them thoughtfully. People drink coffee every day and they need a daily affirmation of who we are and who they want to be. Why can\'t a coffee cup deliver that?\n\nHere is a look at some coffee cups that cover a range of strategies. Drink up!\n\n<img class=\"alignleft  wp-image-6618\" title=\"DavidW Blog2\" src=\"http://www.cbx.com/wp-content/uploads/2013/07/DavidW-Blog2-384x1024.jpg\" alt=\"\" width=\"617\" height=\"1644\" />', 'What Color is Coffee?', '', 'publish', 'open', 'open', '', 'what-color-is-coffee', '', '', '2018-09-24 19:23:39', '2018-09-24 19:23:39', '', 0, 'http://cbx.cappendev.com/thinking/16/what-color-is-coffee', 0, 'thinking', '', 0),
(995, 1, '2013-07-25 14:21:00', '2013-07-25 14:21:00', 'Hollywood has gone crazy for camp—camp TV shows, that is. A few weeks ago, two camp-centric shows premiered: the scripted Camp, a dramedy on NBC, and Summer Camp, a reality show featured on USA. In the latter, a group of twentysomethings return to their favorite place on earth to compete for big bucks. Think of it as Survivor with cabins.\r\nIt’s a goofy premise, but I was instantly hooked. I consider the summer camp of my youth to be my favorite place on earth. I went to camp for ten straight summers, from ages 7 to 16. And while my camp was filled mostly with upper middle class suburban kids who didn’t know nitty-gritty wilderness survival from Kumbaya, it was still a heck of a lot more rugged and bare bones than sleepaway camps today, they with their air- conditioned bunks, constant email communication with parents and Color War breakouts featuring celebrities like Rihanna and Jay Z.\r\n\r\nNot surprisingly, because of their hefty price tags (upwards of $10,000 for seven weeks), camps, like universities, are becoming increasingly specialized. There are thousands of different camps out there, with offerings to suit every kind of overscheduled, helicopter-parented, gluten-free, aspiring blogger/basketball player/performance artist. Camps have also gotten super savvy at branding. Many staffs employ people who tweet, blog and post on Facebook about camp activities, as a way to keep parents informed, but more, to spread the word about the awesomeness of their offerings.\r\n\r\nAnd just how awesome ARE they? Here’s a taste of some of the more unique camps out there and just who they are trying to reach with their branding efforts:\r\n\r\n<strong>Plantation Farm Camp</strong>\r\n<strong><img class=\" wp-image-6717 alignleft\" style=\"margin-bottom: -5px;\" title=\"jrthree\" src=\"http://www.cbx.com/wp-content/uploads/2013/07/jrthree.gif\" alt=\"\" width=\"260\" height=\"167\" /></strong><span style=\"text-decoration: underline;\">What:</span> A sustainable, environmentally conscious camp set on a farm in the Sonoma Redwoods\r\n<span style=\"text-decoration: underline;\">Where:</span> Sonoma, California\r\n<span style=\"text-decoration: underline;\">Target audience:</span> Parents who’ve read The Omnivore’s Dilemma\r\n<span style=\"text-decoration: underline;\">Why:</span> Campers interact with plants, animals and nature and go to the roots – literally.\r\n<span style=\"text-decoration: underline;\">Uniform:</span> Hemp t-shirts, TOMS shoes\r\n<span style=\"text-decoration: underline;\">Camp menu:</span> Raw, whole grain, gluten free\r\n\r\n<strong>Surf Diva\'s All-Girls Overnight Surf Camp</strong>\r\n<strong><img class=\"wp-image-6718 alignleft\" style=\"margin-bottom: -3px;\" src=\"http://www.cbx.com/wp-content/uploads/2013/07/boarding-school-group.jpg\" alt=\"\" width=\"257\" height=\"160\" /></strong><span style=\"text-decoration: underline;\">What:</span> An all-inclusive surf camp for girls\r\n<span style=\"text-decoration: underline;\">Where:</span> San Diego, California\r\n<span style=\"text-decoration: underline;\">Target audience:</span> Girls who’ve watched the movie Blue Crush ten times or more and who think Gabrielle Reece is a goddess\r\n<span style=\"text-decoration: underline;\">Why:</span> Riding the waves is way cool, helps you get in great shape and builds self-confidence for girls who hope to be future Sheryl Sandbergs and Marisa Mayers.\r\n<span style=\"text-decoration: underline;\">Uniform:</span> Quiksilver bikini\r\n<span style=\"text-decoration: underline;\">Camp menu:</span> Bananas, water and lots of carbs\r\n\r\n<strong>Thrill Coaster Tours  </strong>\r\n<strong><img class=\" wp-image-6719 alignleft\" style=\"margin-bottom: -5px;\" title=\"rollercoastercamp\" src=\"http://www.cbx.com/wp-content/uploads/2013/07/rollercoastercamp.jpg\" alt=\"\" width=\"264\" height=\"177\" /></strong><span style=\"text-decoration: underline;\">What:</span> A roller coaster camp. I kid you not.\r\n<span style=\"text-decoration: underline;\">Where:</span> Various cities across America (that have roller coasters, of course)\r\n<span style=\"text-decoration: underline;\">Target audience:</span> Thrill-seekers, acrophobics  Why: This is a teen tour with a spin; kids visit various amusement parks around the country and try out their roller coasters. Plus, they get to travel by luxury bus and stay at Marriott hotels along the way. Not exactly “roughing it.”\r\n<span style=\"text-decoration: underline;\">Uniform:</span> Nothing too revealing, lest you have a wardrobe malfunction on the rides.\r\n<span style=\"text-decoration: underline;\"> Camp menu:</span> As little as possible; you don’t want to lose your lunch, so to speak!\r\n\r\n<strong>New York Film Academy Camps </strong>\r\n<span style=\"text-decoration: underline;\">Wh</span><strong><img class=\"wp-image-6720 alignleft\" style=\"margin-bottom: -5px;\" title=\"tumblr_lhg34pD3No1qexvix\" src=\"http://www.cbx.com/wp-content/uploads/2013/07/tumblr_lhg34pD3No1qexvix.jpg\" alt=\"\" width=\"260\" height=\"144\" /></strong><span style=\"text-decoration: underline;\">at:</span> camp for teen and tween cinephiles\r\n<span style=\"text-decoration: underline;\">Where:</span> Film-loving cities around the world: New York, LA, Paris, London\r\n<span style=\"text-decoration: underline;\"> Target audience:</span> Aspiring Scorseses, Tarantinos and Coppolas (Sofia, of course)\r\n<span style=\"text-decoration: underline;\">Why:</span> Because Hollywood’s a competitive place – why not get a head start?\r\n<span style=\"text-decoration: underline;\">Uniform:</span> Hollywood casual, with a digital video camera on your shoulder\r\n<span style=\"text-decoration: underline;\">Camp menu:</span> Whatever you eat, you’ll be ordering it “off the menu.”\r\n\r\nOf course, there are plenty of plain old overnight camps out there, whether they are in Upstate New York, Northern Michigan or Santa Fe, New Mexico. Not all of them sell some kind of fancy hook to get kids packing their bags for the summer. But in this day and age, that certainly can’t hurt. Personally, I wouldn’t mind ditching my husband and kids for two months and trying out that surf camp. Or maybe I’ll just send in an audition tape for season two of Summer Camp.', 'The Branding of Camp', '', 'publish', 'open', 'open', '', 'the-branding-of-camp', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/the-branding-of-camp', 0, 'thinking', '', 0),
(996, 1, '2013-08-05 19:44:28', '2013-08-05 19:44:28', 'It\'s really hard for consumers to remember most product names, but when companies get it right, it can really help their product gain traction. The companies that launched the brands Swiffer, Snuggie and Fitbit all did it remarkably well.\nIt’s especially difficult in cosmetics, where there can be multiple launches a year in face, eye, lip and nail. When I worked in marketing for a cosmetics brand, I learned that consumers only remember the basics, like colors and shapes. For Maybelline, the iconic Great Lash was memorable because of its contrasting colors of pink and green. But names? They are hard to retain, especially with so many shades to choose from.\n\nMost brands shy away from lengthier names, but they lose the richness and storytelling. The truth is, consumers often remember product or variant names when they touch and engage them. So how does a company solve the problem of ownable names? By enlisting brand, culture and people in the foundation of the name development.\n\nOPI and L\'Oreal are great examples of brands that have and continue to develop brand connections with consumers through unique names. OPI set the bar and others have followed. It must have been a big risk to put a six-word name on a tiny bottle, but it paid off—it\'s now a basic requirement in the nail category to have an interesting, fun and evocative name. When your boyfriend remembers the name of the polish \"Affair in Red Square\" you know they are on to something.\n\nHere is what you can learn from OPI that will help you if you are faced with the task of naming a product. First, stay true to the your brand’s core belief and purpose. In an interview for divinecaroline.com, Suzi Weiss-Fischmann, executive vice president and artistic director at OPI, says she tries to put the essence of the brand in each name. That can be hard with dozens of colors launching at a time. The brand’s purpose is “accessible escape” – the color “I’m really not a waitress” is the all time best seller (making the names is their own sort of brand – see the color below on the Dell laptop chassis).\n<p style=\"text-align: justify;\">  <img class=\"wp-image-6877\" style=\"margin-left: 50px;\" title=\"Dell opi\" src=\"http://www.cbx.com/wp-content/uploads/2013/08/dell-mini-10-im-not-really_a_waitress_by-opi-1024x768.jpg\" alt=\"\" width=\"456\" height=\"341\" /></p>\n<p style=\"text-align: justify;\">Second, consider the cultural context. Weiss-Fischmann says she looks into street fashion, food, music and movies, all of which helps her keep her finger on the pulse of popular culture. She also takes into account fashion and runway trends that are leading and uses them to influence naming. While your brand may not be involved in multiple launches a year, it does pay to take into consideration the cultural movements that are affecting the locus of your brand’s geographic market.</p>\nLastly, you have to consider people, i.e., your specific target consumer. OPI nail color naming really keeps their target in mind as part of the name development process – Weiss-Fischmann says she creates nail color for the average woman, whom she observes as inspiration. This works out well for OPI, helping them stay grounded and understand what the consumer would consider an appealing, accessible escape.\n\nBrands can learn a thing or two about naming from winners like OPI, a leader in the nail category known for its unique and memorable monikers. The added benefit of phrasal names is that they are more ownable because they tell more of a story. Regardless of length, the key things to keep in mind throughout the naming process are how the brand, culture and people play a role in developing the right name for your product and help it stand out from the crowd.', 'Nailed it!', '', 'publish', 'open', 'open', '', 'nailed-it', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/nailed-it', 0, 'thinking', '', 0),
(997, 1, '2013-08-26 14:28:31', '2013-08-26 14:28:31', 'Music is being consumed in a variety of ways in 2013. From set streams to podcasts and everything in between, technological advancements allow users to have unlimited access to their favorite artists in most, if not all settings. The occasions in which these collections of sonic rhythms are listened to are endless, but live performance still remains the optimal experience.\nA few weeks ago, I attended the Jay Z and Justin Timberlake “Legends of the Summer Tour” at Fenway Park, which sported an incredible and seamless collaboration of two totally different sounds. I wondered why more artists of different genres don’t tour together. In the context of today’s music festivals, I realized they actually do.\n\nAs festival season comes to a close this Labor Day, I decided to analyze the branding strategies and consumers behind a few that I experienced this summer, and a couple that I regretfully missed. With rumors swirling that EDC NY 2014 is moving locations to the campgrounds of Winston Farm in Woodstock (1994 location), these festival productions are starting to come full circle. What is EDC NY you ask? Read on!\n</br>\n<img class=\"wp-image-6933 alignleft\" style=\"margin-bottom: -5px;\" title=\"Music Festival 2\" src=\"http://www.cbx.com/wp-content/uploads/2013/08/Music-Festival-2.jpg\" alt=\"\" width=\"299\" height=\"160\" /><strong>What:</strong> A mashup  of food, drinks and music, including 85 grub makers, 75 brews, 100 wines and 20 live performances.\n<strong>Where:</strong> Brooklyn, NY (Prospect Park)\n<strong>Target Audience:</strong> Hipsters and Foodies\n<strong>Price:</strong> Free Giveaway Lottery with Preregistration\n<strong>Music Genre(s):</strong> Indie\n<strong>Length:</strong> Two days\n<strong>Why:</strong> Mainstream festivals have become glorified by the media and overpopulated by teenagers. This one flies under the radar in BK and allows first-movers to experience a variety of locally sourced food and beverages.\n</br>\n<img class=\"wp-image-6934 alignleft\" style=\"margin-bottom: -5px;\" title=\"Music Festival 3\" src=\"http://www.cbx.com/wp-content/uploads/2013/08/Music-Festival-3.jpg\" alt=\"\" width=\"297\" height=\"134\" /><strong>What:</strong> Literally, an amusement park set up in stadium parking lots, boasting classic carnival rides like the ferris wheel and the zipper. Add multiple stages of electronic dance music (EDM) deejays and fireworks, and madness ensues.\n<strong>Where:</strong> London, Puerto Rico, Orlando, New York, Chicago, Las Vegas (original site)\n<strong>Target Audience:</strong> First-time ragers hoping to break into the EDM scene\n<strong>Price:</strong> $159 for a one-day pass, $209 for a two-day pass\n<strong>Music Genre(s):</strong> EDM\n<strong>Length:</strong> Two days\n<strong>Why:</strong> Challenged by competitors, Insomniac Events has created an accessible and reasonably priced party. EDC NY was held at Citi Field this year. Las Vegas is a totally different animal with sets starting at midnight and running until six in the morning. Hotel pool parties (not included) own the daytime; most deejays in the festival participate in both slots.\n</br>\n<img class=\"wp-image-6935 alignleft\" style=\"margin-bottom: -5px;\" title=\"Music Festival 4\" src=\"http://www.cbx.com/wp-content/uploads/2013/08/Music-Festival-4.jpg\" alt=\"\" width=\"300\" height=\"111\" /><strong>What:</strong> A prestigious, campground-heavy, three-day festival regarded by some as the holy grail of music events. With the festival set against a majestic landscape, attendees get to take in the beautiful California spring climate of the valley.\n<strong>Where:</strong> Indio, California\n<strong>Target Audience</strong>: Hardcore festivalgoers (yes, this a word) willing to travel and shell out a pretty penny to make memories that will last a lifetime.\n<strong>Price:</strong> $399–$783 for one weekend (contingent on camping costs)\n<strong>Music Genre(s):</strong> Rock, Indie, Hip Hop, Pop, Country, EDM\n<strong>Length:</strong> Three days, two weekends, back to back\n<strong>Why:</strong> Because California does everything big, and in this case, since 1999.\n</br>\n<img class=\"size-full wp-image-6941 alignleft\" style=\"margin-bottom: -5px;\" title=\"Music Festival 5\" src=\"http://www.cbx.com/wp-content/uploads/2013/08/Music-Festival-51.jpg\" alt=\"\" width=\"297\" height=\"225\" /><strong>What:</strong> Similar to EDC Vegas, ULTRA is a grandiose electronic dance music spectacle. With over 100,000 attendees on any given day, expect overly crowded stages filled with soldiers draped in neon-clad uniforms.\n<strong>Where:</strong> South Korea, Spain, Argentina, Brazil, Chile, Croatia, Miami, FL (original site)\n<strong>Target Audience:</strong> EDM Enthusiasts and local teenagers with their parents’ plastic\n<strong>Price:</strong> $399 for a three-day pass\n<strong>Music Genre(s):</strong> EDM\n<strong>Length:</strong> Three days, two weekends, back to back\n<strong>Why:</strong> Debated as one of the best nightlife cities in the world, Miami, the event’s original host city, also promotes professional music conferences associated with the festival. EDM’s popularity has allowed this festival to expand internationally.\n</br>\n<img class=\" wp-image-6942 alignleft\" style=\"margin-bottom: -5px;\" title=\"Music Festival 6\" src=\"http://www.cbx.com/wp-content/uploads/2013/08/Music-Festival-61.jpg\" alt=\"\" width=\"295\" height=\"141\" /><strong>What</strong>: Embodying the same spirit as Coachella, this festival attracts the grungy, get- your-hands-dirty-type of attendee for the country camping experience.\n<strong>Where:</strong> Manchester, TN on 700 acres of land\n<strong>Target Audience:</strong> DIY campers looking to have a good time\n<strong>Price:</strong> $224–$269 + parking passes\n<strong>Music Genre(s):</strong> Indie, Rock &amp; Roll, Hip Hop, Pop, Jazz, Bluegrass, Country, Folk, EDM\n<strong>Length:</strong> Four days\n<strong>Why:</strong> Because bluegrass and knee-slapping tunes need their own local festival!\n</br>\n<img class=\"size-full wp-image-6945 alignleft\" style=\"margin-bottom: -5px;\" title=\"Music Festival 7\" src=\"http://www.cbx.com/wp-content/uploads/2013/08/Music-Festival-71.jpg\" alt=\"\" width=\"293\" height=\"189\" /><strong>What:</strong> Overlooking the Manhattan skyline, Electric Zoo attracts tens of thousands of “animals” who come to watch the most popular EDM deejays spin for twelve hours a day. Made Events has put together a festival full of food carts and interactive experiences, and one now regarded as one of the best productions in terms of operational efficiency.\n<strong>Where:</strong> Randall’s Island, NYC\n<strong>Target Audience:</strong> EDM enthusiasts and meatheads looking to flex their muscles in bro tanks one last time on Labor Day\n<strong>Price:</strong> $179 for a single-day pass, $359 for a three-day pass\n<strong>Music Genre(s):</strong> EDM\n<strong>Length:</strong> Three days\n<strong>Why:</strong> Heralded as “New York’s Electronic Music Festival,” this event attracts a strong international presence similar to ULTRA. With 14 afterparties planned all over the city this year, the five-year anniversary production showcases five stages!\n</br>\n<img class=\"wp-image-6946 alignleft\" style=\"margin-bottom: -5px;\" title=\"Music Festival 8\" src=\"http://www.cbx.com/wp-content/uploads/2013/08/Music-Festival-81.jpg\" alt=\"\" width=\"306\" height=\"192\" /><strong>What:</strong> Curated by none other than entertainment mogul Jay Z, this festival has become the main competition to Electric Zoo on Labor Day, luring some of the most talented EDM deejays around. Boasting acts from all genres, Made in America is the best bang for your buck.\n<strong>Where:</strong> Philadelphia, PA\n<strong>Target Audience:</strong> Fans of pop culture\n<strong>Price:</strong> $106 for a one-day pass, $168 for a two-day pass\n<strong>Music Genre(s):</strong> Indie, Hip Hop, Pop, EDM\n<strong>Length:</strong> Two days\n<strong>Why:</strong> Whatever Jay Z touches has turned to gold, and Made in America is no different. It’s rapidly expanding and a boon to the local Philadelphia economy as the summer winds down.\n</br>\nThese festivals are just a handful. Tomorrowland, Lollapalooza, Camp Bisco, Electric Forest and Firefly are others. As you can see by their logos and social media presence, each event is branded to find a niche for music fans. Unique festival equities and artwork are activated on tickets, wristbands, merchandise and the map design. In terms of the actual experience on the grounds, music festivals have grown to be more than just about the music. From silent discos to a glow-in-the-dark exotic animal farm, production companies are exhibiting their complex understanding on notions of audience connection.\n\nThe heart of CBX’s brand strategy is encapsulated in this motto: “Connecting to the lives of individuals is what matters most.” In this case, you can’t just connect to consumers by bringing huge artists to one location; you have to curate an integrated experience as well. Nothing compares to seeing 25 of my favorite artists at one venue.\n\nTo get smart and have a good laugh about all the different types of target audiences, check out this <a href=\"http://www.mixmag.net/words/features/the-new-tribes-of-dance-music-vol-ii-the-us\" target=\"_blank\">link</a>!', 'The Branding of Music Festivals', '', 'publish', 'open', 'open', '', 'the-branding-of-music-festivals', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/the-branding-of-music-festivals', 0, 'thinking', '', 0);
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(998, 1, '2013-09-26 15:49:39', '2013-09-26 15:49:39', 'Routine: It’s a sweet spot for brand penetration, with some brands striving to fit into consumers’ daily schedules (Facebook), and others wanting to disrupt it (like Red Bull). However, for those who are part of a couple, it’s a scary word. It can mean a rut, pending breakup, or just uncertainty about the future, and it’s something to avoid at all costs. After all, newlyweds live by their prenuptial advice: Despite being married, never stop dating. So, the pressure is on.\nSlowly but surely, brands have begun to answer this call, beginning with the inception of LivingSocial and Groupon. While not specifically targeted to people in relationships, they’ve become a couple’s best friend, offering promotions that aim to get couples away from their computers and TV screens and focused on each other in creative ways. As a result, it seems the culture has shifted, and brands are speaking more directly and frankly to couples and their respective needs.\n\nThis shift is especially evident in the online dating world. At one time, dating websites were only skewed toward singles, with differing tastes and/or interests, as highlighted in my last article. Now, though, dating sites are popping up and speaking to committed couples in one of three ways: as potential swingers, as those desperate to keep the fire alight, and/or as those simply looking to spice up their habitual dating schedule.\n\nMy research into these sites revealed a few gems. The first is <a href=\"http://www.kupple.com/\" target=\"_blank\">Kupple</a>, described as an “online community for couples seeking friendship, advice, or new restaurants.” Of course, next to this welcome description are two featured articles: “5 Phrases That Can Kill a Relationship” and “Why You Two Don’t Talk Anymore;” also, in bold letters, it reads “This is not a swingers site.”\n\nKupple is very much unlike <a href=\"http://www.swingles.com/\" target=\"_blank\">Swingles</a>, which is described as an “adult dating site for singles and naughty couples.” Plus, it’s a much more open community than <a href=\"http://www.christianswingers.com/\" target=\"_blank\">ChristianSwingers</a>, described as “devoted Christian couples who still want to have an active love life and share it with one another, in good faith!”\n\nThese dating brands, while speaking to specific preferences, don’t necessarily speak the language of 21st century relationships. Today, it’s all about being surprised, getting personal, and disrupting the norm. <a href=\"https://www.datelivery.com/\" target=\"_blank\">Datelivery</a> sings this tune with its birchbox-like approach to making a date at home more than just popcorn and a movie. The subscription services sends the necessary ingredients and instructions for a night at home once a month, ranging from an iron chef pizza challenge to a 70’s themed disco night.\n\nMoreover, <a href=\"http://couples.howaboutwe.com/datebook\" target=\"_blank\">HowAboutWe</a> — formally known for its unique dating platform of spontaneity and ideas — has extended its reach as a site devoted to couples. This site is described as a dating portal focused on “committed couples,” with offerings much like LivingSocial and Groupon, but with the perks of free dates and more unique excursions/events.\n\nEssentially, dating is no longer something for the lonely. Today, it’s very much about sustaining love for the long haul, but what does this say about the bigger picture? Are we so inundated with activities that we have zero energy to come up with our own date ideas? Have we just become lazy? Does relying on an online site make the act of dating less meaningful? How can we compete with a chef-led cooking experience and a private Broadway show viewing? I don’t have an answer yet, but what is clear is that now we all have to up our game — our dating game, that is.\n\n&nbsp;', 'Happily Ever After Online?', '', 'publish', 'open', 'open', '', 'happily-ever-after-online', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/happily-ever-after-online', 0, 'thinking', '', 0),
(999, 1, '2013-10-03 20:15:37', '2013-10-03 20:15:37', 'Before a wrestling match, I once told my younger boy – who was 5 at the time – that his opponent said he was going to take his toys from him. I’m pretty sure that’s the worst thing I’ve ever done in my life and I immediately decided that wasn\'t how I would coach him in the future.\nI’m one of the head coaches for our town’s youth wresting program, which includes kids in kindergarten through 5th grade. I also coach youth soccer and have coached tee ball as well. Keep in mind, I\'ve never played baseball before but I\'m pretty sure I could coach archery at the kindergarten level. I think back to one of the greatest sports movies of all time, Hoosiers, a movie that actually focused on the coach instead of the players. That coach knew how to get his team to perform beyond their means. What an amazing thing! You see, coaching isn\'t about a coach\'s physical skill, but about the motivation he provides his team.\n\nI\'ve realized that when I started coaching kids, I became a better creative leader at work. A better coach = a better motivator. I\'d like to share with you three rules I\'ve learned from coaching kids that have helped me coach creative teams.\n</br>\n<strong>1. Motivation is Personal</strong><a href=\"http://www.cbx.com/wp-content/uploads/2013/10/1-Bill.jpg\"><img class=\"wp-image-7060 alignright\" style=\"margin-left: -2px; margin-bottom: -3px;\" title=\"1 Bill\" src=\"http://www.cbx.com/wp-content/uploads/2013/10/1-Bill.jpg\" alt=\"\" width=\"269\" height=\"202\" /></a>\n\nI often tell kids and parents that are thinking of signing up for wrestling, \"If you wrestle tough at home, you get in trouble. If you wrestle tough at matches, people clap for you!\" That usually widens some eyes.\n\nWhen I think of great coaches, I think of great motivators. Phil Jackson and Bill Parcells, both temporarily retired, had two very different styles, but were both great motivators. Phil, they called \"The Zen Master\" because he prepared his players but at game time sat back, didn\'t yell or scream and trusted that his players would work through the tough stretches. Bill Parcells on the other hand was a screamer and made sure everyone on the team knew he was in charge. What both coaches had in common is that they knew how to adjust their style. Bill would go easy on Terrell Owens because he was a superstar that usually delivered and Phil knew if he didn\'t occasionally bark at Kobe Bryant, he (Phil) would get walked on. They knew that each player needed to be motivated in a different way because motivation is personal.\n\n<img class=\"alignleft size-full wp-image-7063\" style=\"margin-bottom: -3px;\" title=\"phil jackson\" src=\"http://www.cbx.com/wp-content/uploads/2013/10/phil-jackson1.jpg\" alt=\"\" width=\"331\" height=\"187\" />I often talk about design teams like sports teams. There are home run hitters who also strike out, workhorse running backs, pinch hitters, and every other cliché position of which you can think. Everyone needs to be motivated differently. Some creatives need to be told how brilliant they are. \"This is the perfect project for you! You\'re so good at that stuff, you\'ll nail this!\"\n\nSome creatives need to see that you doubt them. \"Hey, this is a tough one. Tough client and I need to know you can handle this on your own.\"\n\nSome even need to be reprimanded. \"Guys, I\'m disappointed. What the hell? This is a big opportunity.\"\n\nUnderstanding which person needs what motivation is the key. It\'s not always easy to figure out and it takes commitment to getting to know your creative team beyond skillset.\n</br>\n<strong>2. Know When to Talk</strong>\n\nWhen you are in a huddle with ten 6-year-olds, you can have 100% control or 0% control. I\'ve found that there is really not a lot of middle ground.\n\nI\'ve always considered myself a bit socially awkward. I\'m not a Type A personality and will never be the first or loudest one talking at a party or dinner table. In what I am proficient, though, and at which I think I am better than anyone, is knowing when I should be the one talking, or when I need to be the one talking. For example, when I\'m in the huddle with the ten 6-year-olds, I need to be the one talking. No hesitation and with complete confidence, strength of voice, and assurance. I will have the game plan and the answers, 110% of the time because, if I don\'t, I\'ll lose them.\n\nThink of that situation at work – in a war room with a creative team that needs guidance, people who need a game plan, and a confident voice. Maybe the project isn\'t going well or there are conflicting opinions in the room. You may be the most senior person or just the one with the most expertise. If no one is speaking or knows what to do next, everyone is looking at you for resolution, the entire group is off track, and there is conflict, then you should be the one talking. You need to be the one talking. You need to be the one motivating.\n</br>\n<strong>3. Sometimes, There is No \"Why?\"</strong>\n\nKids are inquisitive. There\'s always one player who has his hand up the entire time I\'m talking. Kids also like to get you into talking traps where they respond to every answer with another question:\n\n<em>Kid:</em> \"Why does it rain?\"\n\n<em>Adult:</em> \"Because the clouds are full.\"\n\n<em>Kid:</em> \"Why are the clouds full?\"\n\n<em>Adult:</em> \"Because water evaporates.\"\n\n<em>Kid:</em> \"Why does water evaporate?\" … And on and on and on.\n\nWhat I learned from my neighbor, Bill, a Division 1 football player in his younger days, was that sometimes, there is no \"why.\" Sometimes, time is of the essence and the whole team just needs to listen, follow directions, and trust that I have a plan. There are also times in the workplace when the talking, theory, and brainstorming need to end and people need marching orders and to follow the plan to get work out the door:\n\n<em>Coach:</em> \"When you cross midfield, pass the ball to Jack.\"\n\n<em>Player:</em> \"Why do I have to pass the ball?\"\n\n<em>Coach:</em> \"Because Jack is always open.\"\n\n<em>Player:</em> \"Why is Jack open?\"\n\n<em>Coach:</em> \"There is no Why. Pass the ball.\"\n\nThe same applies in creative assignments:\n\n<em>Manager:</em> \"It\'s late and this needs to go out the door. Make it blue. Change the order and get rid of that one.\"\n\n<em>Employee:</em> \"Why?\"\n\n<em>Manager:</em> \"There is no ‘why.’\"\n\n<img class=\"size-full wp-image-7061 alignleft\" title=\"David Blog3\" src=\"http://www.cbx.com/wp-content/uploads/2013/10/David-Blog3.jpg\" alt=\"\" width=\"569\" height=\"320\" />Sports teams, management teams, creative teams … they\'re all so similar: A group of talents coming together, each with their own personality, agenda, and skillset. Understanding what makes people tick and how to motivate them is the most important thing I\'ve discovered about coaching. Not all people realize that managing and coaching isn\'t about them, but about the players, the doers, and the creative-types.\n\n\"If you put your effort and concentration into playing to your potential, to be the best that you can be, I don\'t care what the scoreboard says at the end of the game, in my book, we\'re going to be winners.\" - Coach Norman Dale', 'What Coaching Taught Me About Coaching', '', 'publish', 'open', 'open', '', 'what-coaching-taught-me-about-coaching', '', '', '2018-09-24 19:23:39', '2018-09-24 19:23:39', '', 0, 'http://cbx.cappendev.com/thinking/16/what-coaching-taught-me-about-coaching', 0, 'thinking', '', 0),
(1000, 1, '2013-10-16 15:46:18', '2013-10-16 15:46:18', 'I’ve gotten into the habit of reading the New York Times Real Estate section on Saturdays as a gentle form of self-punishment, since I’ll never be able to buy a home here. Along the same lines, a friend suggested I read Joan Didion’s famous 1967 essay about leaving New York, now known as “<a href=\"http://juliaallison.com/goodbye-to-all-that-by-joan-didion/\" target=\"_blank\">Goodbye to All That</a>”.\nAs I read the essay, I laughed and felt closer to the author because of shared memories of the names of places and brands that were part of her life while living in New York City in her twenties, which still exist. Even though Didion’s essay was published forty-six years ago, I still felt a connection to her.\n\nWhat this connection reinforced for me as a marketer and strategist is that companies should think more about the association between brands, shared experiences, and location of origin as a powerful tool. It’s a trifecta and perfect storm all in one: a stronger brand connection is forged when it is linked to emotions from shared experiences and places.<img class=\"size-full wp-image-7115 alignright\" title=\"Sandra1\" src=\"http://www.cbx.com/wp-content/uploads/2013/10/Sandra1.jpg\" alt=\"\" width=\"119\" height=\"119\" />\n\nOne name she mentioned was <a href=\"http://www.chockfullonuts.com/\" target=\"_blank\">Chock Full O’Nuts</a>, a brand of coffee that originated in New York City coffee shops. It’s still around, and I felt a smile creep on my face when I read that part of her story since it’s one of the brands we have here in the office.\n\n<img class=\"alignleft size-full wp-image-7116\" style=\"margin-bottom: -3px;\" title=\"Sandra 2\" src=\"http://www.cbx.com/wp-content/uploads/2013/10/Sandra-2.jpg\" alt=\"\" width=\"215\" height=\"143\" />If Joan were writing her essay today, some of the local brands she might mention are <a href=\"http://www.rickysnyc.com\" target=\"_blank\">Ricky’s NYC</a> where many of us buy our last-minute Halloween costumes and accessories, or the revamped <a href=\"http://www.duanereade.com\" target=\"_blank\">Duane Reade</a>, with cans of cashews depicting hanging out at a bar or nuts on a subway package, both typical experiences. (Disclosure: CBX designed the Duane Reade store and packaging – hell yeah!)\n\nShe might even mention how the timely <a href=\"http://www.mysportsclubs.com/regions/NYSC.htm?WT.svl=Header\" target=\"_blank\">New York Sports Clubs</a> ads, particularly snarky and relevant, perked her up on a walk to work. Maybe, because of that strong connection and the memories associated with it, she would have felt more compelled to join the club at another city’s location after leaving the city. It would be all because of the strength of the branding and emotional connection to the location.\n<img class=\"size-full wp-image-7117 alignright\" style=\"margin-bottom: -3px;\" title=\"Sandra3\" src=\"http://www.cbx.com/wp-content/uploads/2013/10/Sandra3.jpg\" alt=\"\" width=\"117\" height=\"117\" />\nTo sum it up, for anyone questioning living in New York, I understand. Fully 80% of the population probably questions it at one time or another, and there are some great articles that ponder the question, like this amusing one from The Onion titled “<a href=\"http://www.theonion.com/articles/84-million-new-yorkers-suddenly-realize-new-york-c,18003/\" target=\"_blank\">8.4 Million New Yorkers Suddenly Realize New York Is A Horrible Place To Live</a>”.\n<img class=\"alignleft  wp-image-7119\" title=\"Sandra 4\" src=\"http://www.cbx.com/wp-content/uploads/2013/10/Sandra-4.jpg\" alt=\"\" width=\"286\" height=\"188\" />Having lived in many places, I can honestly say the tradeoffs are worth it – so far! However, for marketers questioning the importance and impact of location-based branding, think again: brands most definitely have the capacity to engender an authentic connection to and amongst people through places and shared experiences. I’m reminded of this whenever I savor a cup of Chock Full O’Nuts.', 'Nuts In New York', '', 'publish', 'open', 'open', '', 'nuts-in-new-york', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/nuts-in-new-york', 0, 'thinking', '', 0),
(1001, 1, '2013-10-24 20:32:46', '2013-10-24 20:32:46', 'The <a href=\"https://www.facebook.com/3PercentConference\" target=\"_blank\">3% Conference</a> was held in San Francisco last week and thanks to my forward-thinking thinking CBX bosses, I got the chance to go. For those who are not familiar with it, the 3% Conference is a forum dedicated to helping women ascend in the largely male dominated led businesses of marketing, advertising and branding. There are lots of women in the lower and mid ranks – but not so much at the top. The name “3% Conference” comes from a widely reported sad statistic that only about 3% of advertising creative directors are women. (I have to assume that this percentage applies to “Executive Creative Directors”; from my experience, the gender disparity is not as great at the CD level.)\nWhat was especially cool about the conference (beyond all the awesome girl power, of course) was that it was not just a conference. It was an invitation to join a movement. The organizers really understand that to create change, a broad swath of people need to recognize a problem, be inspired and take action. So if you are a brand in hopes of creating a movement, consider these 3% principles: \n\n- Choose an iconic way to show visible progress. I love the fact that we can expect the name of the movement itself to change over time and be a visible sign of progress. I can’t wait for the “5% Conference” next year, and then someday, the “50% Conference!” \n\n- Ask for “micro-actions.” The conference organizers and speakers were consistently asking participants to identify what actions they as individuals could undertake in order to help bring the desired future to life. They are asking us all take personal responsibility and be accountable. And by couching the requests in terms of “micro-actions” it helped show that the behaviors were attainable and realistic in scope and scale. \n\n- Create community. Tweeting, Facebooking and face-to-face connections were all highly encouraged. The conference is going on the road, doing a multi-city tour, and will provide more opportunities for participation and additional forums to connect.  \n\n- Provide benefits for the participants.  I won’t throw anyone under the bus but there are lots of brand-led movements out there that ask folks to take action and get engaged but fail to provide the participant with any intrinsic or external rewards. The 3% movement is flush with benefits. The conference provided models, tools and inspiration to advocate successfully for oneself in the workplace as well as some education on self-care. Well done!\n\nIf you are intrigued by the 3% Conference or its mission, I highly recommend checking out the <a href=\"http://www.youtube.com/watch?v=tAvlCs3JU4c\" target=\"_blank\">keynote speech</a> given by Cindy Gallop. She makes a fantastic case for why it is good for women, good for men and good for business when women have a seat at the table. Go ahead, watch it, it’s just a micro-action. \n', 'The 3% Conference', '', 'publish', 'open', 'open', '', 'the-3-conference', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/the-3-conference', 0, 'thinking', '', 0),
(1002, 1, '2013-10-31 15:17:21', '2013-10-31 15:17:21', 'Halloween has become more than costume contests and candy devouring. It is now an important seasonal marketing opportunity for brands to increase their awareness and resonance with consumers.\nGrowing up in the suburbs of Massachusetts, I ditched my plastic pumpkin for a pillowcase to get my Halloween candy stash. Victory during my pre-teen years, it seems, meant having the heaviest pillowcase full of goodies. Now, three years out of college, living in NYC and world traveled, I’ve taken my intellectual curiosity beyond trick-or-treating gluttony to question the rationale behind Halloween marketing campaigns.\n\n<img class=\"size-full wp-image-7203 alignright\" title=\"Josh2\" src=\"http://www.cbx.com/wp-content/uploads/2013/10/Josh2.jpg\" alt=\"\" width=\"371\" height=\"279\" />\n\nJust the other day, I approached a cash register at a local Chipotle and caught the word “Boorito” on a sign next to it. And the copy beneath the headline read: “This Halloween come into any Chipotle dressed in costume from 4pm to close, and you’ll score a burrito, bowl, salad, or order of tacos for just $3.” I’ve never associated a holiday full of pumpkins and chocolate with guacamole and fajitas, but sure, everyone loves a discount. Plus, all of the proceeds on Halloween (up to $1,000,000) benefit the Chipotle Cultivate Foundation, “a non-profit organization established by Chipotle Mexican Grill to continue and strengthen its philanthropic efforts,” which, according to the company website, “helps fund initiatives that support sustainable agriculture, family farming, culinary education, and innovation that promotes better food.”\nThe name of this campaign (Boorito) is simple, brilliant and effective; the cause behind it is even better. But when I step back and think about the audience, who is Chipotle really trying to target? Parents who will bring in their kids after school? Millennials headed to a party? Supporters of Chipotle Cultivate? In my view, Chipotle may simply be attempting to throw its hat into the Halloween ring and capitalize on a seasonal marketing opportunity. While the occasion may not call for a burrito, Chipotle is backing the effort in collaboration with its nonprofit foundation, creating a perfectly balanced and executed promotional campaign.\n\n<img class=\"size-full wp-image-7205 alignleft\" title=\"Josh3\" src=\"http://www.cbx.com/wp-content/uploads/2013/10/Josh3.jpg\" alt=\"\" width=\"323\" height=\"432\" />\n\nMenscience, a men’s grooming, skin and nutrition retail store in Soho is also banking on the holiday. A window display draped in cobwebs, spiders and pumpkins gives life to the illuminated “Menscience” signage and below it, in a green slime-like font is the tagline “Get Masked!” This is less an ode to Halloween and more a call to action for its in-store facial revitalization capabilities. Since when does men’s grooming go hand-in-hand with Halloween? These days, any holiday is an opportunity to make an extra buck.\n\nBoth of these Halloween branding efforts are unique and impactful in nature, but make me wonder about their ulterior motives. Are they in it to create an additional revenue stream, or attempting merely to stay relevant in the marketplace?\n\nThe methods in which companies communicate have drastically changed since my candy-by-pillowcase days. Social media has forced brands to stay agile and create their own unique voice in the marketplace. Chipotle and Menscience are but two examples that reflect the current state (and challenges) of branding. If companies can extend their message to suit a particular holiday, you can be sure they’re going to seize the day and do just that. I’m all for holiday spirit, especially when it leads to creative branding, and believe this is only the beginning for out-of-category brands attempting to capitalize on a marketing opportunity. The more the merrier! (Oops, wrong holiday.)', 'Scare Tactics', '', 'publish', 'open', 'open', '', 'scare-tactics', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/scare-tactics', 0, 'thinking', '', 0),
(1003, 1, '2014-01-10 20:22:09', '2014-01-10 20:22:09', 'By Lulu Carter\r\nFor most millennials like myself, college graduation was nothing short of a rude awakening. With entry-level positions few and far between, we were pressured to settle for jobs unrelated to our bigger dreams and couldn\'t help but feel salty about our “over qualifications.” It was a hard pill to swallow after years of building our extracurricular resumes (and being constantly surrounded by people who seemed to have immeasurable faith in us). What was this liberal arts shenanigans we had put ourselves through? The endless exploration to find something that we were passionate about left us with extensive, and now useless, knowledge in postcolonial feminism or the art of Def Poetry Jam.\r\n\r\nBecause fulfilling our parents’ expectations is unlikely for many of us, we use self-deprecation as a way to make light of our lifestyles that have yet to pan out as gloriously as we’d hoped. The popularization of self-deprecating behavior in mass media has given rise to a new female millennial archetype; one that has been adopted as a personal brand by many young women today. She is known for her tendency to humble herself through humor, and has been dubbed by comedian Yael Kohen as “Brooklyn Girl... a well-educated liberal arts grad with a degree in English and no real skill set. Upon entering the real world, she eventually realizes that she has no plan or patience to pursue her dreams but has the endearing ability to laugh at herself.\"\r\n\r\nQuirky and shameless, “Brooklyn Girl”\' has a fast-growing fan base. She plays a lead role in HBO\'s “Girls,” Fox\'s “New Girl,” CBS\'s “Two Broke Girls,” and is the mastermind behind Tumblr\'s celebrated #whatshouldwecallme meme site that boasts over 1,000 retweets per day. Even famous fashion blogger Leandra Medine pays homage as expressed in her memorable title, The Man Repeller.\r\n\r\nIn “Girls,” Lena Dunham arguably plays the most raw and uncut version of this archetype. She embellishes her strange nervous ticks, and her inability to control her weight––occasionally lamenting over the internship that may never turn into a real job. It’s freakishly similar to how my friends and I talk about ourselves.\r\n\r\nStill, the “Brooklyn Girl” archetype, rooted in self-deprecation, is something to question and consider. Making fun of ourselves can be funny and diffuse doubts about the future, but are there repercussions to be had for a twentysomething girl who continually rants about her fears of living alone with twelve cats or being the world’s best 40 year-old intern? How long before these statements become more believable and true in our own minds than we\'re willing to admit?\r\n\r\nAs experts in brand, being tuned in to the \'“Brooklyn Girl” effect is important. While she evolves the playful, witty archetype of The Jester by poking fun at herself to help others have a good time, it may be at the expense of her own self-esteem in the long run.', 'Branding the New Girl', 'For most millennials like myself, college graduation was nothing short of a rude awakening. ', 'publish', 'open', 'open', '', 'branding-the-new-girl', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/branding-the-new-girl', 0, 'thinking', '', 0),
(1004, 1, '2014-01-23 17:44:24', '2014-01-23 17:44:24', 'A few years ago fashion designers and <a href=\"http://http://www.elle.com/runway/pre-fall/pre-fall-2013/\" target=\"_blank\">editorial</a> started labeling collections between summer and fall with “pre-fall” to acknowledge a need state for consumers to bridge the light fabrics and colors before Labor Day with the beginning of colder weather. What I’ve been noticing lately across other industries is how the notion of “pre” state insights is opening up marketing opportunities for hyper-targeted messages and products.<img class=\"alignleft size-full wp-image-7374\" title=\"Sandra2\" alt=\"\" src=\"http://www.cbx.com/wp-content/uploads/2014/01/Sandra2.jpg\" width=\"596\" height=\"695\" />\r\n\r\n\r\nThe other day I saw a commercial for <a href=\"http://www.zicam.com/what%27s_a_pre-cold/\" target=\"_blank\">Zicam</a> that talked about how to avoid a “pre-cold.” What. Is. That. But of course, after I got over the ridiculousness of the marketing tactic, I realized that many people share the foreboding of a cold and can feel it before it happens, so it make sense that tapping into that dread could open up opportunities for new products and/or more tailored messaging.\r\n\r\n<img class=\"size-full wp-image-7395 alignright\" title=\"Sandra4 copy\" alt=\"\" src=\"http://www.cbx.com/wp-content/uploads/2014/01/Sandra4-copy.jpg\" width=\"215\" height=\"398\" />\r\n\r\nWhat are some other industries that might take advantage of this “pre” need state?\r\n\r\nBeauty: they have long been doing preparative and anticipatory tactics. Healthy and beautiful hair is one thing, but fighting pre-breakage? Let’s go. We want to avoid split ends and weak hair, so let’s talk that.\r\n\r\nFinance: we know we want retirement funds to grow over time, but what about our investments for “living the life” pre-retirement. Yes, that “pre-retirement” account is coming to an investment fund near you.\r\n\r\nFood: what snack maker doesn’t want to encourage more noshing. We already have the idea of pre-gaming, where presumably you indulge in nachos and beer before you have more nachos and beer. Well, pre-lunch or pre-dinner are two ways to talk about filling the gap before the big meal with something that will stave off hunger but not substitute a meal.\r\n\r\nRetail: it is only a matter of time when we have a pre-Christmas shopping season. I realize that anything before December 25 already qualifies, but since last year stores started Black Friday early, consumers started avoiding lines by going online. It’s only a matter of time when the pre-Christmas period starts right after Halloween.\r\n\r\n<a href=\"http://www.cbx.com/wp-content/uploads/2014/01/Sandra5.jpg\"><img class=\"alignleft  wp-image-7377\" title=\"Sandra5\" alt=\"\" src=\"http://www.cbx.com/wp-content/uploads/2014/01/Sandra5.jpg\" width=\"623\" height=\"151\" /></a>\r\nAny company looking to create a new need state that can later be used to sell more need should only look at what anxieties people have or things they try to avoid. For those hypochondriac or disaster scenario planners, “pre” products offer a world of solutions to problems because many are untapped insights that marketers can use to their advantage.', 'The “Pre” Condition', 'A few years ago fashion designers and editorial started labeling collections between summer and fall with “pre-fall” to acknowledge a need state for consumers to bridge the light fabrics and colors before Labor Day with the beginning of colder weather.', 'publish', 'open', 'open', '', 'the-pre-condition', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/the-pre-condition', 0, 'thinking', '', 0),
(1005, 1, '2014-02-04 12:37:45', '2014-02-04 12:37:45', 'If you haven’t had the good fortune lately of experiencing an extreme and adventurous POV video in one of your news feeds, you’re missing out. GoPro, a fast-growing, U.S.-based camera company, is revolutionizing the way people capture life experiences and see the world.\r\nTake this lion safari for example:\r\n\r\n<iframe src=\"//www.youtube.com/embed/MNCzSfv4hX8\" height=\"315\" width=\"560\" allowfullscreen=\"\" frameborder=\"0\"></iframe>\r\n\r\nIn 2002, Nick Woodman, GoPro’s 38-year-old CEO, created a waterproof wrist camera as a way for amateur surfers to photograph their antics riding waves (at the time, only their professional counterparts were professionally photographed). The tiny, portable device became affectionately known as “GoPro.” After selling initial GoPro models out of his van to surf shops all around California, he later raised enough capital to create a smaller, more technologically sound product.\r\n\r\nA budding entrepreneur, Woodman later used his GoPro to hone his video-making skills on the Formula One racetrack. While event staff tried to charge him $100 for a rental and recording fee, Woodman kept recording… and the rest is history.\r\n\r\nToday, the GoPro brand has risen to impressive heights with professionals and novices alike. It has secured high-profile athletic sponsorships with such legendary surfers as Kelly Slater, and remained a favorite among countless content creators on YouTube. It’s even being used for research and fieldwork at the Scripps Institute of Oceanography in La Jolla, CA.\r\n\r\n<iframe width=\"560\" height=\"315\" src=\"//www.youtube.com/embed/HrqXTHCGVEo\" frameborder=\"0\" allowfullscreen&gt;&lt;/iframe>\r\n\r\nLast November, 60 Minutes ran a segment on the rapid rise of GoPro and reported on some interesting tidbits. For one, GoPro has achieved nearly the impossible by attracting a self-promoting tribe of brand enthusiasts who are so passionate about their footage that they tag GoPro for the world to see and learn. GoPro has also made the filming of extreme adventures and sports, normally an expensive activity, affordable and accessible. GoPro’s cameras come on average with a $400 price tag and are used by network news programs like 60 Minutes for its efficiency and immediacy.\r\n\r\nWhat’s also noteworthy is how the brand’s been embraced by consumer culture and elevated the way people connect and interact in the age of digital gadgetry. It stands in contrast to the inaccessible, exclusive nature held by some early-entry gadgets.\r\nGoPro videos quickly go viral and become commercials for the brand itself. Even Woodman is amazed on a daily basis to find out how users are using their GoPro in creative ways. “I feel like in a world where we all try to figure out our place and our purpose here, your passions are one of your most obvious guides,” he told Forbes.\r\n\r\nWhat’s next for the brand? Let’s start with a Super Bowl teaser ad that led to this full length video below:\r\n\r\n<iframe width=\"560\" height=\"315\" src=\"//www.youtube.com/embed/dYw4meRWGd4\" frameborder=\"0\" allowfullscreen&gt;&lt;/iframe>', 'GoPro: A Marketer’s Dream Brand', '', 'publish', 'open', 'open', '', 'gopro-a-marketers-dream-brand', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/gopro-a-marketers-dream-brand', 0, 'thinking', '', 0),
(1006, 1, '2014-02-27 22:06:38', '2014-02-27 22:06:38', 'Marketers know that moms are usually the primary shoppers in a household. CBX develops an array of strategic brand design to appeal to these moms. But to really understand our target audience, we need to recognize that the term \"mom\" is no longer gender specific. It\'s a state of mind, an emotional state and a way of life that crosses gender norms.\r\nAs traditionally understood, moms have usually been women. But in today’s world, men have also been filling these “mom” roles. Plenty of men, single or otherwise, deal with the same drivers as women. They may work part time, full time or stay home to take care of the kids (which is a full-time job in itself that doesn\'t get enough credit!).\r\n\r\nWhat women and men both share are the drive and dedication to take care of their families, to use the resources they have at hand to feed, clothe and provide the emotional support that any family unit needs to thrive.\r\n\r\nThis paradigm shift is happening at the same time as the definition of family continues to evolve. Our culture’s understanding of gender roles and marriage are shifting literally in real time. Lines are being blurred and family roles are becoming more open and customizable. Families are defining their own ways of caring for one another. It\'s a beautiful time.\r\n\r\nNonetheless, on a brand level, challenges remain with these fluid definitions, particularly, of “mom.” CBX is constantly engaging consumers across many categories to understand social context and the broader audience. The more we understand the underlying motivators that drive “moms,” the more effectively we can create a deeper meaning for a brand, it role in the larger, cultural context and its purpose for the consumer.\r\n\r\nBrands that continually reevaluate their consumers, not in terms of demographics but their mindsets, have the opportunity to help change how our society thinks about families from the inside out—to appeal to more, to stand for more, to mean more.', '“Mom” is a Mindset', '', 'publish', 'open', 'open', '', 'mom-is-a-mindset', '', '', '2018-09-24 19:23:36', '2018-09-24 19:23:36', '', 0, 'http://cbx.cappendev.com/thinking/16/mom-is-a-mindset', 0, 'thinking', '', 0),
(1007, 1, '2014-03-06 15:44:45', '2014-03-06 15:44:45', '2014 marks a significant birthday in my life—all 14,610 days of it. That’s right. Some would refer to this milestone as now being “over the hill,” but I prefer it to be the “starting line” for the rest of my life. Even so, having this 40th birthday under my belt made me reflective, and inspired me to dig through the proverbial mementos of my past in my parents’ attic. I found dusty vintage hat boxes and one of a kind antique tins that my mother never threw away, filled with vintage pictures of a bygone era—pre-braces, frosted bangs, shaved head, pegged Z Cavariccis, XXL Buggle Boy Sweaters, stacks of skateboards, tins of Legos, Topps Garbage Pail Kids, and Wacky Pack stickers. Digging more I came across countless relics of fads from a consumer’s past. It reminded me of how strong a legacy brand has to be in order to withstand the test of time.The brands that we were all raised on and that have transcended generations are the ones that have evolved through the years without losing their relevancy. Every year a handful of these unique brands celebrate their centennial history in some way, shape or form. Whether through advertising, social media, traditional media promotional giveaways, events, sweepstakes, commemorative packaging or on and off-premise activation, utilizing the right touch points can make the difference between just another birthday party and a multi-faceted celebration that leaves a lasting impression on consumers’ hearts and minds.\r\nRecently, a few of my favorite brands have created this type of authentic connection with consumers.\r\n\r\n<strong>Morton Salt Co.: When it Rains, it Pours</strong>\r\n2014 marks one such birthday for Chicago-based Morton Salt Co. You may remember its iconic young girl wearing the yellow rain slicker and umbrella with the tagline, “When it rains it pours.” For 100 years, America has celebrated life’s moments with the Morton Salt Girl—from birthdays and holidays to the every day. This year, Morton Salt is inviting America to celebrate her.\r\nTo commemorate the 100th anniversary of its debut advertisement in the 1914 issue of <em>Good Housekeeping</em> magazine, the salt company is refreshing with specially designed birthday packaging (replete with fireworks), a refreshed girl and logo, parties (Morton will throw 100 parties for consumers in 100 cities over 100 days this year), and partnerships (Chicago\'s Wrigley Field, which also celebrates its 100th anniversary this year, is on tap to host a “Morton Salt Girl Day”). The birthday girl will also be prominently featured on Morton\'s Facebook, Twitter, Instagram, and Pinterest pages, as well as on her very own <a href=\"http://www.mortonsaltgirl100.com\" target=\"_blank\">microsite</a>.\r\nFor those of us who appreciate design subtleties, Morton Salt is also marking this milestone year with the first of many new product innovations: Morton® Garlic Sea Salt, an industry first, and Morton® Sea Salt, Roasted Garlic Sea Salt, and Black Peppercorn Grinders in stylish, tabletop-ready glass bottles. These products will be available nationally in 2014.\r\n\r\n<img class=\"alignleft  wp-image-7542\" style=\"margin-bottom: 40px;\" title=\"morton100\" alt=\"\" src=\"http://www.cbx.com/wp-content/uploads/2014/03/morton1001.jpg\" width=\"650\" height=\"416\" />\r\n\r\n<strong>Planters: Fresh-tennial</strong>\r\nFor history buffs, the name Amedeo Obici may ring a bell. If not, maybe you’re familiar with the brand he created over 100 years ago, Planters. The nut brand has also been celebrating its anniversary (not just this year but for the last seven years, which Planters referred to as “Fresh-tennial”). The company kicked off festivities by rolling out a limited edition portfolio of can designs by nationally established artists who they commissioned. The series celebrates four areas of American culture— \"Boardwalk,\" \"Baseball,\" \"Circus,\" and \"Times Square\"—and the unique role that Planters has played in making them worth celebrating.\r\nMore recently, Planters created exhibits and collaborated with local communities that played integral roles in Planters’ history. Maybe you’ve seen the Peanut Fest Parades in your hometown with Mr. Peanut as the Grand Marshal, or the Peanut Pals, a nonprofit organization with more than 500 collectors of Mr. Peanut memorabilia, which is hosting various “swap meets” around the country.\r\nMr. Peanut himself is actually just shy of his 100th birthday, and Planters likewise has been using this milestone as an opportunity to become more socially integrated with its consumers. In anticipation of the birthday celebration, Mr. Peanut’s fans were invited to vote on how his outfit should be updated to keep his look fresh, whether by adding a bow tie, pocket watch or cufflinks. This was a great way to allow consumers to get their own skin in the game and feel their personal connection with the brand.\r\nFor road trippers, Planters also introduced the Nut Mobile, which embarked on a cross-country trip stopping at festivals and fairs. Fans were able to take an interactive journey down memory lane using green screen technology to insert themselves into significant moments and events throughout Planters’ and America’s history over the last century. Atlantic City got involved in the action. They carted in a life-sized Mr. Peanut to greet visitors and actually renamed part of their boardwalk, “Planters Way.” Planters has made connections with their fans literally every step of the way.\r\n<img class=\"alignleft  wp-image-7524\" style=\"margin-bottom: 40px;\" title=\"planters100\" alt=\"\" src=\"http://www.cbx.com/wp-content/uploads/2014/03/planters100.jpg\" width=\"650\" height=\"379\" />\r\n\r\n<strong>Aston Martin</strong>\r\nThe luxury automobile brand rang in its 100th birthday with a yearlong program of centennial celebrations throughout the UK patronized by tens of thousands of eager owners and enthusiasts in Kensington Gardens, London.\r\nThe program featured “a unique display of some of the finest British sports cars ever made—which included a timeline of highly significant Aston Martin models as well as displays dedicated to the brand’s 50-year love affair with James Bond, its proud motorsport heritage and much else besides—drew exhibitors and visitors from across the UK, and far beyond.\"\r\nThey hosted specially designed driving tours across Europe as well as a host of unique events at the brand’s headquarters, which represented the largest single gathering of Aston Martins in history.\r\nA brilliantly executed unveiling of the CC100 speedster concept car designed for the centennial also matched the cutting-edge technology and expert craftsmanship that Aston Martin stands for. The new model was transported by helicopter and landed gracefully on the rooftop helipad of Burj Al Arab hotel in Dubai.\r\nWhat better way to celebrate a global automotive icon. James Bond could not have done it better if he tried.\r\n<img class=\"alignleft  wp-image-7525\" style=\"margin-bottom: 40px;\" title=\"astonmartin100\" alt=\"\" src=\"http://www.cbx.com/wp-content/uploads/2014/03/astonmartin100.jpg\" width=\"650\" height=\"379\" />\r\n\r\nOver the course of 100 years, society, technology, and consumer behaviors have inevitably changed, and in order to last another hundred years, the brands we love will need to work even harder to attract and maintain a loyal customer base. When a brand comes across the rare opportunity to celebrate its legacy with a well choreographed, multi-faceted branded experience, not only is it able to connect with its most loyal consumers, but it may just open the door to a whole new generation of enthusiasts. And what better way to do that than by throwing a really good party.', 'Birthday Branding: Designing a Brand’s Legacy', '', 'publish', 'open', 'open', '', 'birthday-branding-designing-a-brands-legacy', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/birthday-branding-designing-a-brands-legacy', 0, 'thinking', '', 0),
(1008, 1, '2014-03-13 13:09:21', '2014-03-13 13:09:21', 'As my husband and I prepare to become first-time parents in mere weeks (or days!), we’ve wondered about what kind of parents we’ll be to our new baby. What kind of relationship will we have with him/her (and how will this change throughout life)? Parenting, and the challenges it brings, had me thinking about parent brands and the relationships they maintain with their “children.” What’s the nature of these dynamics? Are they defined by the industry they’re in? The following are some examples of parent brands and their kin: <strong>Parents? What parents?</strong> The hands-off parents watch from afar. They let their kids run around with lollipops in their mouths and lit matches in their hands. By butting out, these parents teach their children to fend for themselves and learn to right their own wrongs. This approach works mostly in the child’s favor, allowing them to be their own person and grow into their own without the stress of overbearing expectations. On the flip side, these hands-off parents have no control over their child’s actions and their brand counterparts are no different—take a look at two of the most influential global beauty brands of today, L’Oréal and Estée Lauder. Both seem to be buying up every other beauty brand in sight, and yet don’t necessarily share this information through their advertising or product packaging. There is no sign-off on an <a href=\"www.essie.com\" target=\"_blank\">Essie Nail Color</a> ad that has the L’Oréal logo on it. And Estée Lauder doesn’t flaunt its ownership of Aveda or <a href=\"www.bumbleandbumble.com/index.tmpl#1\" target=\"_blank\">Bumble and Bumble</a>. Each brand has its own look, feel and style and isn’t restricted by the guidelines that might come from their heavily involved “parents.” But if these brands mess up, they’ve got to figure out a fix on their own. <img class=\"wp-image-7661 alignleft\" title=\"EssieADV\" alt=\"\" src=\"http://www.cbx.com/wp-content/uploads/2014/03/EssieADV1.jpg\" width=\"651\" height=\"483\" /> <strong>Now you see them, now you don’t.</strong><p style=\"text-align: justify;\">Then we have the kind of parents who guide their children through thick and thin. Whether it’s through a PR ploy or a desire to show off their entire house of products, these brands maintain their parent brands’ sign-off…but not ALL the time. Some months ago, I remember seeing TV commercials for <a href=\"http://www.dove.us/social-mission/campaign-for-real-beauty.aspx\" target=\"_blank\">Dove Beauty</a> and <a href=\"http://www.theaxeeffect.com/\" target=\"_blank\">Axe Body</a> that punctuated the last frame of their ads with the Unilever logo. It was the first time I’d seen parents assert their identity so explicitly. (In product packaging, for example, parent brand logos live on the back of the packaging in a legible size so that anyone who looks can find them [as a consumer, this is a clear signal that Unilever has given its stamp of approval]). Parent brands don’t usually shout their presence from the rooftops, but they are always present to guide their children. <img class=\"size-large wp-image-7658\" title=\"dove11\" alt=\"\" src=\"http://www.cbx.com/wp-content/uploads/2014/03/dove11-1024x529.jpg\" width=\"651\" height=\"336\" /></p>\r\n<strong>Hello helicopter parents.</strong>\r\n<p style=\"text-align: justify;\">And finally, the helicopters. These are the parent brands (not unlike many moms and dads across the country) that can’t seem to get out of their kids’ way. They’re involved in every interaction, every relationship and every step their children take (sometimes even hindering their children from growing into their own because, frankly, they’re ALWAYS there). Take <a href=\"http://www.snackworks.com/\" target=\"_blank\">Nabisco</a>. Any average Joe can tick off products in Nabisco’s portfolio. That’s because Ritz, Oreo, Triscuits and even Swedish Fish are branded with that bright, iconic, red “Nabisco” triangle in the top left corner of their packaging, lest anyone forget the “parent.” This has become a food brand trend— bundling the kiddies together to increase purchasing (i.e., “buy one box of Triscuits and get Ritz half off!”) or brand awareness. Or, to make sure no one ever forgets Nabisco is mom. <img class=\"wp-image-7659\" title=\"screen-shot-2014-03-13-at-5-47-45-am\" alt=\"\" src=\"http://www.cbx.com/wp-content/uploads/2014/03/screen-shot-2014-03-13-at-5-47-45-am.png\" width=\"650\" height=\"348\" /></p>\r\nWho really knows what kind of parents my husband and I will be (we’re closest, I think, to the Unilevers of the world, where we’ll help guide our child to make the right decisions but step back to allow him/her to flourish on their own). There really is no right or wrong approach. No matter which path we take, all parents, like their brand counterparts, probably have the same goal— to raise smart, independent and self-aware children.', 'Parents Just Don’t Understand… or Do They?', '', 'publish', 'open', 'open', '', 'parents-just-dont-understand-or-do-they', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/parents-just-dont-understand-or-do-they', 0, 'thinking', '', 0);

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(1019, 1, '2014-07-18 14:21:40', '2014-07-18 14:21:40', 'After 32 days of suspense and surprises, the world can finally breathe again. Whether you were watching the 2014 FIFA World Cup to see the U.S. goalkeeper break a World Cup record, or to see if Ronaldo would rip his shirt off in the rain (taka a moment to picture it… *deep sigh*) there’s no denying that the tournament this year was exciting for all.\r\nAs a designer, something I look out for every World Cup year is its branding. Each World Cup is branded in a completely unique way, so it’s always fun to see what the next host country will come up with. The official emblem, for example, is created years in advance of the tournament and usually represents a combination of soccer sportsmanship, a global community coming together and a little something about the host country. The branding is also shown in everything from posters to tickets, and even the soccer balls themselves.\r\n\r\nIt\'s interesting to see the evolution of World Cup branding throughout the years and how certain elements have become more carefully designed and branded. What’s also clear is that as the years have passed, more FIFA corporate brand consistency has helped unify the still very distinct tournaments.\r\n\r\nEven though we’re still years away from the next World Cup, the official emblems for the 2018 World Cup in Russia AND the 2022 World Cup in Qatar have already been designed. I can’t wait for the next games. Four years is simply too long to wait.\r\n\r\nCheck out these awesome articles for more info on the branding evolution for the FIFA World Cup:\r\n\r\n<a href=\"http://www.creativebloq.com/computer-arts/80-years-world-cup-ticket-designs-61411991?utm_source=feedblitz&amp;utm_medium=FeedBlitzEmail&amp;utm_content=911363&amp;utm_campaign=0\" target=\"_blank\">80 years of World Cup ticket designs</a>\r\n\r\n<a href=\"http://www.creativebloq.com/posters/fifa-world-cup-61411945\" target=\"_blank\">The 20 posters of the FIFA World Cup</a>\r\n\r\n&nbsp;\r\n\r\n<img class=\"alignleft  wp-image-8338\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/07/WorldCup_Blog4-526x1024.jpg\" alt=\"WorldCup_Blog4\" width=\"640\" height=\"1245\" />\r\n<p style=\"text-align: left;\"><span style=\"text-decoration: underline;\">Image sources:</span></p>\r\n<p style=\"text-align: left;\"><a href=\"http://www.soccerballworld.com/HistoryWCBalls.htm\" target=\"_blank\">SoccerballWorld.com</a>\r\n<a href=\"http://football2014wc.com/fifa-world-cup-2014-logo-and-poster/82/\" target=\"_blank\">Football2014wc.com</a>\r\n<a href=\"http://www.creativebloq.com/computer-arts/80-years-world-cup-ticket-designs-61411991\" target=\"_blank\">Creativebloq.com</a>\r\n<a href=\"http://www.core77.com/blog/graphic_design/throwback_thursday_over_80_years_of_world_cup_ticket_designs_27179.asp\" target=\"_blank\">Core77.com</a></p>\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;', 'World Cup Through the Eyes of a Designer', '', 'publish', 'open', 'open', '', 'world-cup-through-the-eyes-of-a-designer', '', '', '2018-09-24 19:23:39', '2018-09-24 19:23:39', '', 0, 'http://cbx.cappendev.com/thinking/16/world-cup-through-the-eyes-of-a-designer', 0, 'thinking', '', 0),
(1020, 1, '2014-07-25 15:25:30', '2014-07-25 15:25:30', 'I recently underwent the second most painful renovation a homeowner can experience: the kitchen remodel. (The most painful one, of course, is remodeling the only bathroom in the house.)\r\nAs somebody who works in a client services role, I found it interesting to be on the other side of the coin. Undertaking a home renovation served as a great refresher for some basic, client services tenets:\r\n\r\n<strong>1. Have a clear sense of vision.</strong>\r\nOne of the best ways to ensure success of any redesign project is to have a strong sense of the end goal. In my case, I moved forward with the remodeling in order to enjoy the house for another decade, not to quickly upgrade and sell. That realization helped me tailor the budget, design choices and expectations.\r\n\r\n<strong>2. Hire the right people to guide you through the project, and listen to them.</strong>\r\nHaving grown up with a carpenter father, and having done a number of smaller projects in my home and duplex, I was fortunate to come into this process with a pretty good set of expectations. But it was my first kitchen, and the people I worked with provided a wealth of additional ideas and suggestions. The end result exceeded my wildest expectations because of their input.\r\n\r\n<strong>3. Know your budget, and know when to break it.</strong>\r\nIn looking at countertops, I had planned on going with the decent offerings at a local hardware superstore before finding a company in MN that serves as one of the only American manufacturers of quartz countertops. Through them I found a color and pattern I liked even better, and in the process, got the chance to support an American company and the local economy. It did increase the cost about 15%, but it was a triple win in my book.\r\n\r\n<strong>4. Saving money is great, but sometimes you get what you pay for.</strong>\r\nFor the electric installation, I got estimates from two companies and one journeyman who came recommended from an acquaintance. The journeyman came in at half the price. Everything started great, but then made way to five broken deadlines, multiple no-shows and seven visits when he promised two. It’s now been five weeks since the rest of the project was completed and he’s still not done. The discounted choice cost me an immeasurable amount of personal time, which also has value.\r\n\r\n<strong>5. Plan ahead, and work with all involved to stay on track with timin</strong>g.\r\nBeing three steps ahead of the next phase of your project is vital. You can’t install your appliances next week if they take 6-8 weeks to deliver. How will you cut the hole for the sink if you haven’t purchased it yet? Thinking through all the details before you begin will help you a ton in the end.\r\n\r\nOf course, now that I have a kitchen I love, I’m starting to look at those tired hardwood floors. And isn’t that how it always seems to go?', 'Dream Kitchen Nightmares: 5 Lessons My Kitchen Remodel (Re)Taught Me About Client Services', '', 'publish', 'open', 'open', '', 'dream-kitchen-nightmares-5-lessons-my-kitchen-remodel-retaught-me-about-client-services', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/dream-kitchen-nightmares-5-lessons-my-kitchen-remodel-retaught-me-about-client-services', 0, 'thinking', '', 0),
(1021, 1, '2014-08-26 21:16:37', '2014-08-26 21:16:37', 'Are graphic designers weakening their own artistic talents? Are new digital tools stripping away fundamental skill sets? Are we becoming an unoriginal, regurgitated production line?\r\nMy belief has always been that “design is a great idea.” Execution is important, but the process is paramount. To generate an idea, one has to shuffle through her imagination as well as outside influences. That’s the easy part. Translating that into a clear and tangible thought, and then onto paper, is the challenge. To be able to sketch what’s in one’s own head is far more convincing than just referencing other peoples’ work.\r\n\r\nAm I the only one who fears that the tools we use today are taking away from fundamentally important skill sets? For example, keyboards are now affecting the original art form of clear and legible handwriting. As Paul Bloom of Yale University notes, “With handwriting, the very act of putting it down forces you to focus on what’s important... maybe it helps you think better.”\r\n\r\nTo cap it off, the digital tools and programs of today are mesmerizing but poor substitutes for individuality and thought. This could be a trap into which the next generation of designers and artmakers is falling. We end up producing “robotic”, and often too similar, designs.\r\n\r\n“No one will be able to tell a machine-man from mortal.” - \'Metropolis\', film, 1927', 'Food for Thought: Man vs. Machine', '', 'publish', 'open', 'open', '', 'food-for-thought-man-vs-machine', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/food-for-thought-man-vs-machine', 0, 'thinking', '', 0),
(1022, 1, '2014-08-25 13:42:09', '2014-08-25 13:42:09', 'One of our core capabilities at CBX is the development of store offers and advisement of c-store clients on how their coffee program should function. I work on many of these coffee program offers and recently experienced an invigorating \"my job applies to the real world\" kind of moment.\r\nThe short-order restaurant next door to my apartment was recently bought, renamed and redesigned. While the changes were nice, they didn\'t change my opinion about the shop. I wasn’t going to order more and was unlikely to sit, much less, sit longer. But good for them for trying something new.\r\n\r\nOne recent morning, as I picked up my coffee and dropped $1.25 on the counter, the cashier informed me that the coffee was now $2.25.\r\n\r\nMy jaw hit the floor. (<em>$2.25 for drip coffee? What? When did that happen? It\'s drip coffee?! Even $1.25 is too much!</em>)\r\n\r\nThe cashier tells me they\'ve changed their coffee brand and upgraded their coffee machine. (<i>Bewildered look still on my face.</i>)\r\n\r\nThe cashier (who may have been the new owner\'s relative) and the short-order cook (from the old guard) saw my reaction and looked embarrassed. \"Yeah, sorry. There have been some changes.\" I threw down the extra dollar, muttering, and walked out with coffee in hand.\r\n\r\nI know, I know—it\'s only a dollar, but an increase to the tune of 80%(!!). Why was I so annoyed? Because I felt that as a loyal customer, the rug shouldn\'t have been pulled out from under me.\r\n\r\nHere\'s what should have happened:\r\n<strong>1. Be upfront. </strong>A renovation, owner or name change does not necessarily lead to price increases. This surprise made everyone uncomfortable (me, because I was clearly unhappy about the change, and the cashier and the cook, because they saw my reaction). You\'re a local business! I see you every day. So let me know what\'s going on. I\'ll understand if you need to raise prices because rent went up, cost of goods increased – whatever. But I\'d appreciate you leveling with me.\r\n\r\n<strong>2. Even better, step change the increase.</strong> Perhaps the new owner should have increased it by $0.25 per quarter or every 6 months. Who knows. But go slowly on this journey of raising prices. It\'s a risky one.\r\n\r\n<strong>3. Sell in the change.</strong> Promote the new product! If the coffee is organic, roasted on a Brooklyn rooftop or extracted from monkey poop… these are all good reasons to pay more. Educate me, so that I can make the right decision for myself.\r\n\r\nNow, putting on a more strategic cap:\r\n\r\n<strong>4. Keep an eye on your competitors.</strong> The nearby coffee houses and the local Starbucks all charge less than $2.25 for a small drip coffee. Sorry connoisseurs, but drip coffee is a commodity. There is nothing in my bodega\'s new offer that will steal market share.\r\n\r\n<strong>5. Know your audience. </strong>The customer base of this greasy spoon is made up of folks who work at the local hospital, construction workers and local residents within a three-block radius. Yes, the redesign includes tables and chairs versus the old counter and stools. But will the locals pay 80% more for coffee that comes in craft paper packaging? Are they going to eat more in a canteen that now boasts a chalkboard wall? What would make those same locals stick with their old digs instead of venturing off?\r\n\r\n<strong>6. Understand the context.</strong> New Yorkers are a unique breed. The limitless choices we have affect our value systems and sensitivities. We love a good deal. We\'re loyal and have strong ritualized behaviors. My advice: take advantage of these traits.\r\n\r\nSo now what? I think that free office coffee is starting to taste a little bit better.', 'NYC coffee is supposed to be a buck!', '', 'publish', 'open', 'open', '', 'nyc-coffee-is-supposed-to-be-a-buck', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/nyc-coffee-is-supposed-to-be-a-buck', 0, 'thinking', '', 0),
(1023, 1, '2014-09-12 16:31:30', '2014-09-12 16:31:30', 'This past weekend I threw a surprise 40th birthday party for my wife. She\'s a HUGE Neil Diamond fan so I went with a “Denim &amp; Diamond” theme. My years in the design business have taught me that every detail needed to be considered: invitations, table decorations, themed alcoholic beverages, homebrew (yes I brew my own beer, SullyBrew), the wine, her outfit, the karaoke song list, stage and lighting and more. I even hired Tom Sadge, a Neil Diamond Impersonator, whom we\'ve seen a handful of times.\r\nTo say it was EPIC would be an understatement.\r\n\r\nIf I could\'ve had Neil himself, I probably would\'ve passed. Yep, we actually prefer \"Fake Neil.\" Offstage he\'s a normal dude, but when he\'s \"ON\" he’s captivating. I have never felt cheated by opting for the \"Fake Neil\" because I believe his show is equal if not superior to the real Neil. It\'s a testament to the time and effort he’s put into perfecting his product.\r\n\r\nThe same holds true for everything I purchase. Store aisles and e-commerce sites provide many options: some expensive, some cheap, some branded, some not. Ultimately I make a decision partially on price, but more importantly on the return I think that product will generate. That return may be taste, effectiveness at fighting a cold, removing a stain or killing weeds … the list goes on.\r\n\r\nRegardless of which product or brand I choose, if it lacks flavor, breaks after three uses or doesn\'t remove a stain, I\'m not coming back. Brand loyalty starts with the quality of the product, not slick graphics or marketing. I\'m willing to pay more to get more and I\'m also willing to forgo branded products if the private label product delivers on its intended purpose.\r\n\r\nHere are a few of my recent discoveries:\r\n\r\nPoland Spring Water vs. <strong>Nice! Spring Water</strong> – Faking it is OK; it\'s just water!\r\n<img class=\"size-full wp-image-8458 alignleft\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/09/Nice.jpg\" alt=\"Nice\" width=\"632\" height=\"283\" />\r\n\r\nHood Milk vs. <strong>Stop &amp; Shop Milk</strong> – Faking it is OK.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/09/milk.jpg\"><img class=\"size-full wp-image-8460 alignleft\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/09/milk.jpg\" alt=\"milk\" width=\"632\" height=\"283\" /></a>\r\n\r\nEnergizer Batteries vs. <strong>RadioShack Batteries</strong> – I\'m not actually tracking how long the battery is in use.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/09/battery.jpg\"><img class=\"size-full wp-image-8461 alignleft\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/09/battery.jpg\" alt=\"battery\" width=\"632\" height=\"283\" /></a>\r\n\r\n<strong>Oreos</strong> vs. Crème Filled Chocolate Sandwich Cookies – No contest.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/09/Oreo.jpg\"><img class=\"size-full wp-image-8462 alignleft\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/09/Oreo.jpg\" alt=\"Oreo\" width=\"632\" height=\"283\" /></a>\r\n\r\n<strong>Thomas\' English Muffins</strong> vs. Store Brand English Muffins – Thomas\' has perfected the nooks and crannies.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/09/Thomas.jpg\"><img class=\"size-full wp-image-8463 alignleft\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/09/Thomas.jpg\" alt=\"Thomas\" width=\"632\" height=\"283\" /></a>\r\n\r\nNeil Diamond vs. <strong>The Real Fake Neil </strong>– See above.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/09/neil.jpg\"><img class=\"size-full wp-image-8464 alignleft\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/09/neil.jpg\" alt=\"neil\" width=\"632\" height=\"283\" /></a>\r\n\r\n<strong>Scotts TP</strong> vs. Great Value TP – I\'m too scared to try,\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/09/TP.jpg\"><img class=\"size-full wp-image-8465 alignleft\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/09/TP.jpg\" alt=\"TP\" width=\"632\" height=\"283\" /></a>\r\n\r\nBudweiser vs. <strong>SullyBrew –</strong> Nothing fake about it!\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/09/Beer.jpg\"><img class=\" wp-image-8466 alignleft\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/09/Beer.jpg\" alt=\"Beer\" width=\"648\" height=\"290\" /></a>\r\n\r\nI love being a consumer in today’s market. Private label products are no longer the value alternative; they’re legitimate offerings. Improved quality makes them viable options for my household; more importantly they challenge traditional brands to continually innovate their products (you won’t believe how many “New &amp; Improved” violators I\'ve designed this year).', 'When faking it isn\'t a bad thing', '', 'publish', 'open', 'open', '', 'when-faking-it-isnt-a-bad-thing', '', '', '2018-09-24 19:23:39', '2018-09-24 19:23:39', '', 0, 'http://cbx.cappendev.com/thinking/16/when-faking-it-isnt-a-bad-thing', 0, 'thinking', '', 0),
(1024, 1, '2014-09-18 14:31:56', '2014-09-18 14:31:56', 'As the festivities wound down at my daughter’s first birthday party, I noticed a pattern. The guests, ranging in ages 1 to 60, all started to play with Legos. Though the main attraction was my daughter’s new pink DUPLO Tub (the larger bricks complete with girly flowers and pet rabbit), my son’s ginormous tub of miscellaneous bits and pieces did not go unnoticed. This simple brick was somehow capturing the attention and imagination of young and old alike.\r\nAnd of course that’s precisely the appeal and genius of Lego, a company that is as relevant to this generation as it has been to previous ones. It’s an empire that has morphed into a thriving subculture reflected in movies, games, specialty stores, competitions, six themed amusement parks and an adult fan club.\r\n\r\nAdult fans of Lego, or AFOLs as they’ve come to be known, understand that the very appeal of Lego isn’t just in initial creations but in the destruction and recreation process. As every parent who has a Lego kit in her house knows, the fun begins when the first piece gets lost or breaks off and the kids start over, use their imagination and make something new.\r\n\r\nThe Lego brand has been smart enough to capitalize on this. Even as they continue to market kits of all shapes, sizes and themes, the message is clear: follow the easy instructions, but more importantly, don’t be afraid to experiment and actually create something new. (In case you’re dubious, the enemies in The Lego Movie were “collectors” who would dare to [gasp] GLUE your Lego together to keep for eternity [hilariously played by Will Ferrell and worth renting, even if you don\'t have kids]).\r\n\r\nIt’s a good lesson for us all: don’t be afraid to create. So for marketers, pick up on these natural human inclinations and give people an outlet. Lego could have easily been overtaken by imitators and simply stayed put in a child’s world. Its brilliance was to recognize and act on what was already happening organically (in hundreds of thousands of YouTube Lego videos or Banksy- themed Lego murals – Friesen\'s \"Bricksy\"). Lego intrinsically understands that creating is a basic human need not just for kids but for grown-ups, too.', 'Building Blocks of Creativity', '', 'publish', 'open', 'open', '', 'building-blocks-of-creativity', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/building-blocks-of-creativity', 0, 'thinking', '', 0),
(1025, 1, '2014-09-26 19:50:19', '2014-09-26 19:50:19', 'It’s a typical Tuesday night and I am at work after hours trying to get that “one” project out the door, when the the phone rings. “Dad, what’s for dinner?” Ugh. Double ugh.\r\nSo, in my haste to rush home and get food on the table, I stop by my local Super Target. I grab a cart and push past the produce aisle. My sights are set on the frozen aisle, looking for a pizza or a bag of something, anything, my kids will find edible. As I pass by the deli, my eye is caught by something different, something new. A “Mix &amp; Match Meals” section. The package designer in me is compelled to take a closer look.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/09/2-merch.jpg\"><img class=\"wp-image-8519 alignleft\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/09/2-merch.jpg\" alt=\"2 merch\" width=\"650\" height=\"536\" /></a>\r\n\r\nMy first reaction is, “Wow, this looks pretty good.” I see sauce pouches with hero end-dish food photography and packages showing off “fresh” cut vegetables, sliced meats and steamed pasta or rice. The messaging at point of sale is encouraging me to “chose, combine and create” to make dinner in 15 minutes. That sounds easy, sign me up!  ￼\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/09/3-lineup.jpg\"><img class=\"wp-image-8520 alignleft\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/09/3-lineup.jpg\" alt=\"3 lineup\" width=\"650\" height=\"503\" /></a>\r\n\r\nI make my selections and head home eager to see if the convenience and taste is worth the premium price I paid to have the work done for me. As I empty out the meal into the skillet and heat it up, I note multiple references to “cooking,” with step-by-step directions telling me to “heat, stir and cook.” Wait, am I cooking or just heating?\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/09/4-Directions.jpg\"><img class=\"wp-image-8521 alignleft\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/09/4-Directions.jpg\" alt=\"4 Directions\" width=\"650\" height=\"906\" /></a>\r\n￼\r\nIn the end, with the use of pots, pans and spoons, I feel victorious -- I just cooked that. Or, at least, that’s what Target makes me think. Thank you Target. ‘Til next Tuesday, \"Bon Appetit Chef Target!”\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/09/5-finished.jpg\"><img class=\"wp-image-8522 alignleft\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/09/5-finished.jpg\" alt=\"5 finished\" width=\"650\" height=\"488\" /></a>\r\n\r\n￼', 'Heating is the New Cooking', '', 'publish', 'open', 'open', '', 'heating-is-the-new-cooking', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/heating-is-the-new-cooking', 0, 'thinking', '', 0),
(1026, 1, '2014-10-06 19:31:01', '2014-10-06 19:31:01', 'Last week I took my Mom (at her request, of course) to see one of her favorite artists, Jason Mraz. Since I wasn\'t really familiar with his music, I found myself concentrating less on his melodies and more on his stories. There was one song in particular that really captured my attention––“Shine,” inspired by the short film Powers of Ten by Charles and Ray Eames.\r\n<iframe src=\"//www.youtube.com/embed/0fKBhvDjuy0\" width=\"630\" height=\"450\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"></iframe>\r\n\r\nIn the film, Charles and Ray Eames use the system of exponential powers at a rate of 10 (or the effect of adding or subtracting another zero) to visualize the importance of scale. The film begins with a close-up of a man sleeping on a blanket; the camera zooms out and away from Earth and into the atmosphere exploring the depths of the universe. Eventually, the camera descends back to Earth, proceeds to enter the human body and explores the very DNA that makes us who we are.\r\n\r\nAfter viewing the film, I asked myself how often we look beyond what’s right in front of us. The film isn’t only about the relative size of things in the universe but about changing your perspective, taking a step back from your everyday landscape and finding inspiration through a different lens. We\'re all professional multitaskers, often having conversations and sending emails simultaneously. But sometimes, falling into these habits can limit our ability to look at the big picture.\r\n\r\nAs creatives, changing perspectives is something we need to do. If we continue to approach a problem in the same way, every time, we are only going to get the same results.\r\n\r\nSince the Jason Mraz concert, I’ve been making a concerted effort to break old habits, freshen my perspective and subsequently, my work. I’ve found that inspiration comes from unexpected places, no matter how big or small. Here are a few, simple changes I’ve made and recommend, which have helped me expand my horizon:\r\n\r\n• Change your commute. Turn off autopilot and see something different on your way to work.\r\n• Disconnect. Put down the cell phone; it\'s life’s biggest distraction. Be present and observe your surroundings.\r\n• Mix it up. Stop looking for inspiration in the same places. Pick up the latest issue of Vogue, go to the Whitney, see an independent film or shop around. Our surroundings have so much to offer and more inspiration is waiting to be found.\r\n• Get in touch with Mother Nature. Get out of the artificial cloud and admire the real clouds! Feel a part of something alive and constantly changing.\r\n\r\nI didn’t go to the Jason Mraz concert expecting to walk out with a new perspective on life and my career, but somehow it inspired me to rethink my journey. Keep your eyes open, because inspiration might hit you when you least expect it.', 'Finding Inspiration When it\'s Least Expected', '', 'publish', 'open', 'open', '', 'finding-inspiration-when-its-least-expected', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/finding-inspiration-when-its-least-expected', 0, 'thinking', '', 0),
(1027, 1, '2014-10-14 15:01:13', '2014-10-14 15:01:13', '<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/10/Meow_Time22.jpg\"><img class=\"alignleft wp-image-8574 \" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/10/Meow_Time22.jpg\" alt=\"\" width=\"123\" height=\"261\" /></a>\r\nAs long-standing partners to Big Heart Pet Brands, we are often privy to their promotional events and activities. So on one sunny August day, a group of CBXers participated in Meow Mix’s “It’s Meow Time” event at Columbus Circle. We went to show our loyalty and support the cause. And boy did we show spirit… in the form of song.\r\n\r\nThe event was part of a broader <a href=\"http://meowmix.com/itsmeowtime/\" target=\"_blank\">“It’s Meow Time</a>” campaign, which has been a strategic opportunity for Big Heart Pet Brands to reinforce and modernize the classic heritage of the Meow Mix brand. The campaign launched with a video featuring a hilarious EDM version of the jingle, sung by rave cats and backed by DJ Ashworth’s exclusive remix. The event at Columbus Circle encouraged fans and consumers to enter a large, branded, recording booth truck and reinvent the beloved Meow Mix jingle to the tune of their choice.\r\n\r\n<img class=\"wp-image-8550 alignright\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/10/Screen-Shot-2014-10-14-at-Tuesday-October-14-2014-10.53.48-AM-768x1024.png\" alt=\"brand loyalty\" width=\"202\" height=\"269\" />American Idol’s Kellie Pickler was on hand for the day to show us all how it was done, as well as to greet fans and sign autographs. Also there to join the fun was Cleo, Meow Mix’s iconic spokescat.\r\nOur group selected a hip-hop song, but we had the option to choose from country music, punk rock, classical or electronic as the backing for our wonderful jingle. We happily punished the audience with our terribly out-of-tune “meow meows” and then burst into peals of giggles. You can watch us embarrass ourselves in the name of brand loyalty <a href=\"http://www.photosfromyourevent.com/700/m2brbr/\" target=\"_blank\">here. </a>\r\n\r\nAnd thanks to the generosity of Big Heart Pet Brands, the event collected enough money to donate 100,000 meals to the <a href=\"https://www.facebook.com/foodbanknyc\" target=\"_blank\">Food Bank For New York City</a> to help cats in need.', 'Embarrassing Ourselves in the Name of Brand Loyalty', '', 'publish', 'open', 'open', '', 'embarrassing-ourselves-in-the-name-of-brand-loyalty', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/embarrassing-ourselves-in-the-name-of-brand-loyalty', 0, 'thinking', '', 0),
(1028, 1, '2014-10-16 15:17:05', '2014-10-16 15:17:05', 'Last week, senior designer Jonathon Jones was one of six NYC designers to participate in Shutterstock\'s Pixels of Fury live design battle. The competition was fierce: Participants had just 20 minutes to create a brand from scratch for a local brewery.\r\nCheck out the recap <a href=\"http://www.shutterstock.com/blog/designing-beer-labels-in-20-minutes-a-recap-of-pixels-of-fury-nyc?customer_ID=&amp;campaign_ID=shutters.10147705&amp;launch_ID=10084905\">here</a>.\r\n\r\nWe had a blast supporting our CBX teammate. Go team Double J!\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/10/PixelsofFury_07.jpeg\"><img class=\"alignleft wp-image-8586 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/10/PixelsofFury_07.jpeg\" alt=\"PixelsofFury_07\" width=\"1000\" height=\"667\" /></a> <a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/10/PixelsofFury_08.jpeg\"><img class=\"alignleft wp-image-8587 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/10/PixelsofFury_08.jpeg\" alt=\"PixelsofFury_08\" width=\"1000\" height=\"667\" /></a> <img class=\"alignleft wp-image-8589 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/10/PixelsofFury_10.jpeg\" alt=\"PixelsofFury_10\" width=\"750\" height=\"1125\" />', 'Pixels of Fury: Team Double J', '', 'publish', 'open', 'open', '', 'pixels-of-fury-team-double-j', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/pixels-of-fury-team-double-j', 0, 'thinking', '', 0),
(1029, 1, '2014-11-25 17:41:28', '2014-11-25 17:41:28', 'I’m not sure if it was the crisp air slapping against my face or the rush of adrenaline, but during a recent game of flag football, I learned to appreciate something: I’ve been lucky to have a great group of friends who are also my co-workers.\r\nThe way that we rely on each other as teammates in a game – acting as a unit, trusting, supporting and looking out for each other – informs how we interact in life and at work. I hadn’t really put much thought into that connection before; I’ve simply enjoyed all of the activities, conversations and laughs we’ve had over the years. But as I analyze my post-college career, I can attribute much of my professional growth and success to these “teammates” I’ve met along the way. Every time they’ve talked me through a design rut, given me that much needed distraction, brightened my mood on a dreary Monday or compelled me to laugh until I had tears streaming down my face, they’ve kept me on track for success.\r\n\r\nWould all of the great ideas I’ve had been possible without this sympathetic and supportive atmosphere? I’m not so sure. Hearing other’s thoughts, experiences and points of view have allowed me to travel where I’ve never been, see the world through another’s eyes and connect emotionally through their experiences.\r\n\r\nSo I think it’s time to adjust our perspective: instead of focusing on “what” your team will be for your next project, focus on “who” your teammates will be and what you can learn from them (and they from you). Use this new outlook to break new ground at your next brainstorm – nothing brings out the extrovert in all of us quite like the ease of friendship.  Joking around and bantering frees us to let our guard down, take more risks, and develop real life bonds. And once you’ve solidified these bonds, take note of the “inspiration on the fly” atmosphere you’ve created.\r\n\r\nWe’re all subject to the daily grind and can easily lose sight of how we are influenced by those around us. But it’s important to remember that before becoming a “co-worker,” we are people with interests, hobbies and lives outside of the office. Breaking the ice to learn about who we are, rather than what we are hired to do, can create an invaluable bond with others and open doors to new solutions and possibilities. So take it outside the office. Take the time to discover that these are people you can lean on, depend on and trust – just as you would a friend or teammate on your sports team ­– to maximize personal growth and project potential.\r\n\r\nThe support and camaraderie of my teammates have not only made me a better person, designer and director, but have helped create a work environment that feels like so much more than a place to fulfill client needs. It feels like a place I can truly be myself… it feels like home.', 'Team vs. Teammates: The importance of friendship in the workplace', '', 'publish', 'open', 'open', '', 'team-vs-teammates-the-importance-of-friendship-in-the-workplace', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/team-vs-teammates-the-importance-of-friendship-in-the-workplace', 0, 'thinking', '', 0),
(1030, 1, '2014-12-18 18:42:00', '2014-12-18 18:42:00', 'Wearable Coca-Cola you ask? Well, if you are a Gen Xer like me, you know that Coca-Cola was a big fashion trend back in the 1980s. You remember, the oversized rugby shirt with the large Coca-Cola logo on the front? The shirt came in many collectible colors (and yes, we collected them) that we mixed and matched with our Swatch watches and Converse sneakers. Having a bunch of energetic teenagers strut around as walking advertisements was the best promotion that this CPG company could hope for—and it actually lasted for a few years. Way to go Coca-Cola! You had us.\r\nFast forward 25 years: I’m at a shopping mall in São Paulo with my boyfriend’s 16-year-old Brazilian nephew when I found myself inside a Coca-Cola branded store. The store was full of youthful, urban, European-influenced clothes and shoes. A big consumer packaged goods brand has an entire clothing line? Not just a shirt with a logo but rather a popular fashion brand comparable to Aeropostale? I found the merchandise in the store to be a big disconnect from the consumer Coca-Cola beverage brand that I know here in the United States.\r\n\r\nIt made me wonder, would this Coca-Cola fashion line ever see the light of day here? Would the young American consumer market allow a CPG company like Coca-Cola to stretch its brand this far? I could be wrong, but knowing how difficult it is to get the U.S. market to accept a toothpaste brand to branch out to deodorant, I think it’s safe to say a Coca-Cola fashion line wouldn’t survive here.\r\n\r\nNevertheless, we should ask ourselves as marketers if this brand should have a  global, glocal or local brand strategy. We need to go case by case and category by category. Clearly, one strategy doesn’t fit all.', 'Wearable Coca-Cola?', '', 'publish', 'open', 'open', '', 'wearable-coca-cola', '', '', '2018-09-24 19:23:39', '2018-09-24 19:23:39', '', 0, 'http://cbx.cappendev.com/thinking/16/wearable-coca-cola', 0, 'thinking', '', 0),
(1031, 1, '2015-01-29 19:12:55', '2015-01-29 19:12:55', 'Picture this—you’re hunched over your friend’s computer, looking over his shoulder as you see the 25th picture of the Eiffel Tower from his trip to France. Your cheeks are hurting from holding a smile, but you’re somehow able to keep saying “oh nice!” over again. Meanwhile, you haven’t even made it to the Louvre in your pictorial tour yet—better get comfy!</br>I love still photography, but everywhere you look, the world is <a href=\"http://www.usatoday.com/story/tech/2015/01/27/twitter-group-messaging-video-app/22379261/\" target=\"_blank\">moving to video</a>. Instagram, Facebook and Twitter are all using video. And YouTube uploads over 100 hours of video every minute. <a href=\"https://www.youtube.com/yt/press/statistics.html\" target=\"_blank\">That’s a lot of cats!</a> Video is increasingly used online to showcase consumer products, even real estate. (At CBX, we’re beginning to transition to video to highlight case studies of our work.) In fact, three-quarters of web traffic is predicted <a href=\"http://www.theguardian.com/small-business-network/2014/jan/14/video-content-marketing-media-online%20\" target=\"_blank\">to be video related by 2017</a>.</br>\r\nNot to mention, anyone with a smartphone has a video screen in his or her pocket and the ability to shoot video at any moment. While mobile video isn’t particularly new, what’s remarkable is the access to and use of smartphones around the globe. In the US alone, two-thirds of the population uses a smartphone, including <a href=\"http://www.engadget.com/2014/02/11/two-thirds-of-americans-now-have-smartphones/\" target=\"_blank\">over 80% of young adults</a>.</br>\r\nOn a recent trip to Vietnam, I took over a thousand pictures but knew that nobody would actually want to see them all when I got home. So I used my iPhone instead to film different sights and cities and later edited the clips into a minute-long video. It turned out to be a much more effective and efficient way to capture the trip (and people were actually excited to see it).</br>\r\nEnough with these oldfangled words… check out my video!</br>\r\n<iframe src=\"https://www.youtube.com/embed/ch0YAgF6dn4\" width=\"650\" height=\"400\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"></iframe>', 'A Video is Worth a Thousand Pictures', '', 'publish', 'open', 'open', '', 'a-video-is-worth-a-thousand-pictures', '', '', '2018-09-24 19:23:36', '2018-09-24 19:23:36', '', 0, 'http://cbx.cappendev.com/thinking/16/a-video-is-worth-a-thousand-pictures', 0, 'thinking', '', 0),
(1032, 1, '2015-02-09 23:41:47', '2015-02-09 23:41:47', 'For a Super Bowl decided by what some have called the worst play call in NFL history, it’s no surprise that tears were shed. But in a world where hundreds of people actually <a href=\"http://nypost.com/2015/01/30/tails-never-fails-and-easy-katy-perry-money-how-to-super-bowl-prop-bet/\" target=\"_blank\">bet on the potential length of Katy Perry’s pants</a>, few would have been able to predict the real cause of many viewers’ emotional afflictions.In what felt like a flood of serious advertisements, no brand pushed the envelope more than Nationwide Insurance. The 45-second spot “Make Safe Happen” aired halfway through the second quarter and immediately became what I like to call the “Marley &amp; Me” of Super Bowl commercials, based purely on its heartbreak potential. The ad, which was intended to raise awareness of accidental child deaths, features a young boy listing the many accomplishments he will never achieve. Inspired by childlike wonder and accompanied by impressive special effects, the ad then takes a serious turn when the child actor coolly admits, “I couldn’t grow up, because I died from an accident.” An overflowing bathtub, poisonous cleaning supplies and overturned television set fill the frame as a narrator urges viewers to help “make safe happen.”\r\n\r\nThe reaction went over just about as well as you would expect an ad about accidental child death during the Super Bowl to go over. Thousands of viewers took to social media to express their dissatisfaction. <a href=\"http://www.thecastlegrp.com/ad-bowl-2015-numbers/#.VNlEvFrrgX5\" target=\"_blank\">Of the 300,000+ mentions on social media, 77% were negative</a>, making Nationwide’s “Make Safe Happen” campaign one of the most talked about ads of the night.\r\n\r\nQuestions began to roll in. How could the brains behind the campaign have thought this was a good idea? Could they not foresee the reaction? Critics panned Nationwide as the “big loser” and viewers voted the commercial the worst ad of the night. It seemed like a massive failure for Nationwide and “Make Safe Happen.” Or was it?\r\n\r\nWithin minutes #Nationwide became one of the top trending hashtags on Twitter, and the campaign’s microsite, MakseSafeHappen.com, <a href=\"http://blog.similarweb.com/which-ads-won-lost-at-the-superbowl/\" target=\"_blank\">received nearly 60,000 visits</a>. Since Super Bowl Sunday the ad has earned <a href=\"https://www.youtube.com/watch?v=dKUy-tfrIHY\" target=\"_blank\">over 6.6 million views on YouTube</a> and has been talked about relentlessly in major media outlets. If Nationwide wanted to raise awareness of accidental child deaths, there’s no question that it did.\r\n\r\nBut was it worth the backlash of #NationwideKills hashtags and accompanying memes? In a crowded space, disruptive messaging can be an efficient way to capture consumers’ attention, but with 75% of Americans already watching the big game, did Nationwide really need to resort to shock tactics? While having accomplished its goal, it may have unwittingly portrayed itself as a buzzkill in the process.\r\nSo is all publicity good publicity? Nationwide seems to think so. It later released a statement standing behind the ad, claiming that raising awareness is “good press.” I’m not sure I buy that. But I’m glad not to have that jingle stuck in my head anymore.\r\n\r\n[Hums jingle to myself] Ugh.', 'The Super Bawl: Nationwide Insurance’s Disruptive Campaign', '', 'publish', 'open', 'open', '', 'the-super-bawl-nationwide-insurances-disruptive-campaign', '', '', '2018-09-24 19:23:39', '2018-09-24 19:23:39', '', 0, 'http://cbx.cappendev.com/thinking/16/the-super-bawl-nationwide-insurances-disruptive-campaign', 0, 'thinking', '', 0),
(1033, 1, '2015-02-11 21:18:17', '2015-02-11 21:18:17', 'CBX congratulates Smucker\'s on its forthcoming acquisition of Big Heart Pet Brands from a consortium of investors led by funds affiliated with Kohlberg Kravis Roberts &amp; Co. L.P., Vestar Capital Partners, Centerview Capital, and AlpInvest Partners Inc., for approximately $5.8 billion.\r\nThe pet food and snacks giant changed its name from Del Monte Corporation to Big Heart Pet Brands following the sale of its fruit, vegetable, and other consumer foods portfolio in February 2014. CBX is proud to have collaborated with the management of Big Heart Pet Brands to create the company\'s new name and identity. We have also assisted on the redesign of Big Heart\'s headquarters, field offices, manufacturing plants, as well as certain product packaging and marketing materials.\r\n\r\nBig Heart Pet Brands is home to a number of iconic and beloved brands, including Milk-Bone, Meow Mix, Natural Balance, Kibbles \'n Bits, 9Lives, Milo\'s Kitchen, and Nature\'s Recipe, among others.', 'Smucker\'s Acquires Big Heart Pet Brands', '', 'publish', 'open', 'open', '', 'smuckers-acquires-big-heart-pet-brands', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/smuckers-acquires-big-heart-pet-brands', 0, 'thinking', '', 0),
(1034, 1, '2015-02-19 17:13:30', '2015-02-19 17:13:30', 'I honestly don’t know how this happened but somewhere along my career path I became the food girl. Literally, from soup to nuts, I’ve worked on it. And besides being to blame for the many fluxes in my weight management (I challenge YOU to search for dumpling imagery and NOT eat them everyday for a week) I have enjoyed every minute of it.\r\nThe many restrictions put on food packaging that some might find challenging, I find exhilarating. Ad campaigns have free range to get creative––take, for example, the wonderful Oreo commercials that aired over the last year or so. And then compare that to the Oreo Packaging––it’s not BAD exactly––it’s just very literal. Because ambiguity is the enemy of food packaging and we don\'t want any surprises when we open that box, unless, you know, they are really GOOD surprises. But still it’s the possibilities that keep me intrigued. Some of my more brilliant ideas could see the light of day one day right (pig wearing a bow tie as a pork sausage mascot anyone?)?\r\n\r\nSome brands have successfully broken the paradigm, such as Campbell’s Go soup and the now defunct Kashi Good Friends cereal that feature people on the front of pack, but they are few and far between and it’s unclear what benefit they really serve.\r\n\r\nBecause the truth is beautiful food photography is what sells. As one of our clients calls it, we all “taste with our eyes,” and that is exactly why going grocery shopping when you’ve skipped lunch is a really bad idea. Gone are the days of badly clipped bowls of soup resting on a flat color background. Today’s food photography is next level, driven by a cultural trend that has gained momentum through celebrity chefs and endless TV food shows. Blogs like Smitten Kitchen, Spoon Fork Bacon, What Katie Ate and Drizzle and Dip do more than recite recipes; they feature works of art served up in delicious nuggets (chicken if you so desire), taking you carefully and beautifully through a process that looks impossibly easy in brightly lit, flawless kitchens. Highly aspirational and tugging at our core, we want to eat it AND have that life too!\r\n\r\nAnd this has lead to a fierce battle in social media between food companies looking to be the most creative, delicious, appealing or mouthwatering. And that’s a good thing. Packaging is often one of the last places we see cultural change, but it’s happening now. The big food guys are quickly realizing that the old way of food photography––counting vegetables making sure every ingredient is represented and flawlessly styled––is, well, table stakes. Great at representing what is in the pack but it’s no longer making it into shopping carts. We want an experience too!\r\n\r\nBritish retailers like Waitrose and Marks &amp; Spencer, and PL stores like Trader Joe’s, have become experts at this––dialing up the appeal to compete with known brand trust. They know that sex isn’t the only thing that sells––people want a little wine and cheese with that, a slice of cake or a scoop of gooey caramel pudding. Damn, there I go again. Anyone hungry?\r\n\r\nSo maybe that pig in a bow tie is in poor taste. What I really want for dinner is an ooey-gooey, drippy, crunchy, sweet and salty, delicious, irresistible, truly scrumptious…\r\n\r\n&nbsp;\r\n\r\n(photo credit Francesco Tonelli)', 'Serving up a slice of delicious', '', 'publish', 'open', 'open', '', 'serving-up-a-slice-of-delicious', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/serving-up-a-slice-of-delicious', 0, 'thinking', '', 0);
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(1035, 1, '2015-03-10 21:04:44', '2015-03-10 21:04:44', '<b>A take on rebranding Hillary Clinton for 2016</b>\r\nMy father, an unapologetic Fox News watcher, sent me an article last month that I actually read, <a href=\"http://www.washingtonpost.com/politics/the-making-of-hillary-50-marketing-wizards-help-reimagine-clinton-brand/2015/02/21/bfb01120-b919-11e4-aa05-1ce812b3fdd2_story.html\" target=\"_blank\">The Making of Hillary 5.0</a> (originally published in the Washington Post). I’m guessing my father thinks that it would be nearly impossible for her to rebrand herself in time for the 2016 presidency, but that’s exactly what she and her staff are attempting.\r\n\r\nAs a brand strategist, what would I recommend her rebranding team do? Apply the three-pronged formula that we use with clients: role, personality, and behaviors.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/03/Role.jpg\"><img class=\"wp-image-8860  alignleft\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/03/Role.jpg\" alt=\"Role\" width=\"308\" height=\"271\" /></a>First, Ms. Clinton’s team has to define her role as presidential candidate. Let’s use ‘sage’ as an example. It’s believable, ownable, and authentic and shows that she is going to use intelligence and analysis to understand the world. She has unique experience across many branches of government in many capacities and over many years, definitely experience that she should tout.\r\n\r\nNext, the team has to decide which personality traits Ms. Clinton conveys that ladder up to her role as a ‘sage.’ In keeping with this choice, the presidential hopeful should embrace characteristics like self-awareness, discernment, and discipline in her rebranding efforts. Why these traits?\r\n\r\n• Self-awareness will allow her to confidently reflect what she knows to be true and the reasons for her actions\r\n• Discernment will allow her to exercise judgment as one who upholds the law and represents the needs of the American people\r\n• Discipline will allow her to capitalize on the perception that she gets things done\r\n\r\nThese characteristics would truly reflect her DNA and appeal to naysayers and fans alike.\r\n\r\nFinally, the team should focus on Ms. Clinton’s behaviors. The old adage “actions speak louder than words” rings true, and consistency is the best approach. To truly embody the attributes identified above, Ms. Clinton should do the following early and often:\r\n\r\n• Acknowledge her actions, rationale, and motivation (self-awareness)\r\n• Distill the American people’s highest priority needs—take advantage of her experience serving in public office (discernment)\r\n• Focus the message on how her presidency in particular will address the highest priority needs of the country as a whole and actually get them done (discipline)\r\n\r\nIt’s anybody’s guess at this early stage, but one thing we do know is that ‘Hillary Clinton for 2016’ is relying heavily on rebranding. The best advice I can give is to follow through on defining her role, personality, and behaviors to create a strong brand, and then––may the best candidate win.', 'Rebranding a person—is it possible?', '', 'publish', 'open', 'open', '', 'rebranding-a-person-is-it-possible', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/rebranding-a-person-is-it-possible', 0, 'thinking', '', 0),
(1036, 1, '2015-03-19 13:37:01', '2015-03-19 13:37:01', 'As Milton Glaser once said, “The computer is to graphic design what the microwave is to food.” There was a time when our industry didn’t rely on technology, aka ‘Design B.C.’ (before computers). If you’re familiar with <em>Mad Men</em>, then you know exactly what I’m talking about. Illustration was an integral part of the design process. Today, the computer is our #1 source for inspiration and design. Why? Because it’s fast, reliable, and easy. Being a good illustrator isn’t essential for designers anymore, but that doesn’t mean we should abandon the skill all together. At CBX, one of our core values is ‘dirty hands’ so we made it our mission to break out the charcoal.\r\nCBX recently invested in a two-month still life refresher course (taught by SVA) to help bring us back to the basics.\r\n\r\nThroughout the course, we practiced a series of exercises like contouring, shading, deconstruction, perspective, proportion, and figure drawing. Some of these skills were new to us, and some were refreshers. But most importantly, we were forced to get out of our comfort zone – be looser in our execution and drop the need to be perfectionists. It was nice to be able to express our creativity in a laid back, deadline-less, and pressure-free environment.\r\n\r\nOne of our exercises consisted of deconstructing flowers. We were asked to slow down, focus on the details, and truly see the object for what it is. We needed to throw away any preconceived notions that we came with to the drawing table. That’s often what happens in our field of design because we seek a universal language that will appeal to the masses, and don’t always focus on our own personalization.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/03/Image2.jpg\"><img class=\"alignleft size-full wp-image-8887\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/03/Image2.jpg\" alt=\"Image2\" width=\"650\" height=\"379\" /></a><a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/03/Image3.jpg\"><img class=\"alignleft size-full wp-image-8888\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/03/Image3.jpg\" alt=\"Image3\" width=\"650\" height=\"379\" /></a>\r\n\r\nSitting in the room, watching a group of 10 designers see and sketch the same object differently was an inspiring reminder that we are all unique, we all see things differently, and that’s exactly why we make such a great team.\r\n\r\nAs our industries evolve, so do we. While we adapt to the latest design programs, technology, and social media trends, it’s easy to lose sight of the skills and tools that got us started in design.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/03/Image5.jpg\"><img class=\"alignleft size-full wp-image-8889\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/03/Image5.jpg\" alt=\"Image5\" width=\"650\" height=\"379\" /></a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/03/Image6.jpg\"><img class=\"alignleft size-full wp-image-8890\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/03/Image6.jpg\" alt=\"Image6\" width=\"650\" height=\"379\" /></a><a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/03/Image7.jpg\"><img class=\"alignleft size-full wp-image-8891\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/03/Image7.jpg\" alt=\"Image7\" width=\"650\" height=\"379\" /></a>', 'Back to Basics', '', 'publish', 'open', 'open', '', 'back-to-basics', '', '', '2018-09-24 19:23:36', '2018-09-24 19:23:36', '', 0, 'http://cbx.cappendev.com/thinking/16/back-to-basics', 0, 'thinking', '', 0),
(1037, 1, '2015-04-23 14:04:41', '2015-04-23 14:04:41', 'The recent emergence of craft beer illustrates the significance of branding. As many now know, craft beer has become one of the hottest growing categories on the market, and with this growth comes fierce competition.\r\nHere\'s a little bit of context: In the past four years alone, the craft beer industry has grown from 1,625 breweries in 2010 to 3,418 breweries in 2014. That’s an increase of almost 210%! Needless to say, this spurt has left brewers scrambling to find new ways to stand out on crowded shelves and rotating draft lines. But the question remains, how can small breweries drive brand awareness in an industry flooded with marketing dollars from beer giants like Anheuser-Busch and MillerCoors? Well, despite limited advertising budgets, craft brewers have quickly discovered that strong branding and packaging design can be their biggest ally for differentiating and promoting their product in market. According to Ian Knowles of Spruce &amp; Norton, an NYC-based craft beer investment firm, “The new generation of beer drinkers are looking for depth of character in the brands they purchase, they look for sincerity in the product offering and how the story is being told. Ultimately, this starts with a strong brand identity, the ones that understand this and execute accordingly will be the ones to thrive.”\r\n\r\nTake, for example, the ever-crowded beer selection at your local grocery store. It can feel pretty intimidating. As a consumer, odds are that you’ve probably never heard of, let alone tasted, over 70% of the beers looking back at you. But this lack of bias is exactly what makes good branding all the more essential. One brewer who I’ve seen take this insight to heart is Uinta, a Utah-based craft brewer. With just one look at their packaging, one feels the vibe that the brewery offers its consumers. Bold, illustrative imagery of the great outdoors makes me picture fun activities such as hiking, fishing or camping during which Uinta would be most enjoyed. But what truly separates Uinta from other competing beer brands is its portfolio, which offers a consistent visual voice while never losing sight of each beer’s individual brand story.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/04/1.png\"><img class=\"alignnone size-medium wp-image-8943\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/04/1-300x141.png\" alt=\"1\" width=\"300\" height=\"141\" /></a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/04/2.png\"><img class=\"alignnone size-medium wp-image-8944\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/04/2-300x222.png\" alt=\"2\" width=\"300\" height=\"222\" /></a>\r\nhttp://brewlust.com/uinta-brewing-makes-canning-look-good/\r\n\r\nThis shift in consumer preference for richer brand storytelling has not gone unnoticed amongst macro brewers. Beer giants like Budweiser, Miller and Busch have all recently updated their brands to compete with craft brewers like Uinta that are now considered a real threat. Each macro brewer has taken a different approach to address this new challenge.\r\n\r\nBudweiser has chosen to keep its classic packaging and double down on its existing brand story by promoting macro beer that is “Brewed the hard way.” This was best exemplified by its Super Bowl ad, which chided craft beer drinkers and brewers alike with the phrase, “Let them sip their pumpkin peach ale, we’ll be brewing us some golden suds.” By identifying itself as the tried-and-true, classic beverage choice, Budweiser has, in essence, given its consumer base a more personal narrative to identify with.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/04/3.png\"><img class=\"alignnone size-medium wp-image-8945\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/04/3-300x183.png\" alt=\"3\" width=\"300\" height=\"183\" /></a>\r\nhttp://adage.com/article/special-report-super-bowl/bud-proudly-macro-swagger-filled-super-bowl-ad/296932/\r\n\r\nTo better compete with dynamic craft brands, Miller and Busch have also taken steps to make their brands feel more personal to consumers. Miller, which has experienced declining sales since 2009, recently saw a significant boost after redesigning its packaging to leverage the brand’s heritage more effectively. Its nostalgic packaging appeals particularly to millennial consumers, who are known to appreciate stories with more depth and authenticity. According to Ryan Reis, senior director for Miller’s family of brands, the packaging has even had a psychological effect on consumers, with some claiming, “I think the beer even tastes better.”\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/04/4.png\"><img class=\"alignnone size-medium wp-image-8946\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/04/4-300x200.png\" alt=\"4\" width=\"300\" height=\"200\" /></a>\r\nhttp://www.bloomberg.com/bw/articles/2014-09-11/miller-lites-original-label-sales-boost\r\n\r\nAnd similar to Uinta, Busch has redesigned its packaging to appeal to certain consumers’ unique lifestyles. This can be seen through its limited edition cans, which cater to its blue collar demographic by depicting activities such as hunting and fishing. In this way, Busch is giving its brand a more humanized personality while also inviting consumers to interact with the brand in new ways.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/04/5.png\"><img class=\"alignnone size-medium wp-image-8947\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/04/5-300x159.png\" alt=\"5\" width=\"300\" height=\"159\" /></a>\r\nhttps://www.wideopenspaces.com/busch-beer-fishing-cans-return-with-a-chance-to-land-a-trophy-pics/\r\n\r\nSo what can we take away from this growing category? I find it particularly refreshing that small independent companies have the ability to disrupt an entire industry through branding and design. By focusing on good storytelling, craft brewers have pushed their macro competitors to be more creative, take greater risks and start to move away from their decades-old, largely stagnant branding campaigns. I can only hope more companies are inspired to catapult their brands forward by being brave and repositioning their brands to focus on a strong and connected brand story (or \"big idea\") that speaks to their consumers on a more personal level.\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;', 'Craft Beer: How I Explain the Importance of Good Branding', '', 'publish', 'open', 'open', '', 'craft-beer-how-i-explain-the-importance-of-good-branding', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/craft-beer-how-i-explain-the-importance-of-good-branding', 0, 'thinking', '', 0),
(1038, 1, '2015-04-27 17:28:10', '2015-04-27 17:28:10', 'My love affair with typography started like it does for most creatives with doodles. What young girl didn’t write her name all over her notebooks in school? Sounds like a cliché, I know, but movement of thick to thins, creating the drama of revealing shapes and forms just makes my heart beat faster. I must have known somewhere in my subconscious that these illustrative habits would transform into my future in use of visual communication.\r\nAs a result, I can’t hide my excitement for the recent rise of hand lettering in graphic design. Breaking out of the mechanical digital age in design has become a prevailing trend and is a new outlet for self expression. Even more than social media, blogs, and autobiographies self expression is evolving from verbal to visual through typography.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/04/AudraBlog-01.jpg\"><img class=\"alignnone size-medium wp-image-8958\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/04/AudraBlog-01-300x178.jpg\" alt=\"AudraBlog-01\" width=\"300\" height=\"178\" /></a>\r\n\r\nThis new trend is signaling the need for originality in the DIY culture we are living in. Calligraphy and hand lettering styles have boomed in the industry in forms of personalization to emulate the handmade look. In a recent article, Martina Flor, a well known typographer, describes the two perfectly: “Calligraphy embraces randomness and surprise, while lettering decides exactly the shape that a certain gesture or letter should have.” You could compare a letterform or type style to any human trait, and that’s what makes them so intriguing.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/04/AudraBlog-05.jpg\"><img class=\"alignnone size-medium wp-image-8961\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/04/AudraBlog-05-300x178.jpg\" alt=\"AudraBlog-05\" width=\"300\" height=\"178\" /></a>\r\n\r\nLast month I decided it was time to try it for myself and took a beginner level calligraphy class. Let’s just say the beautiful art form is much harder than it looks. But I’ll let you be the judge of character – below are some of my forms exploring the alphabet. I found the experience therapeutic, getting lost in the rhythm of up and down strokes while absorbing the smell of paper and ink; not to mention losing the felling in my hand after three hours of practice. The workshop covered a traditional alphabet and highlighted the differences in modern calligraphy (more expressive, with no baseline and less consistent than traditional), which is very on-trend right now. It’s hard to say when this trend will end, but for me this art form is the way to my heart and will continue to inspire me.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/04/AudraBlog-03.jpg\"><img class=\"alignnone size-medium wp-image-8959\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/04/AudraBlog-03-300x178.jpg\" alt=\"AudraBlog-03\" width=\"300\" height=\"178\" /></a>\r\n\r\n&nbsp;\r\n\r\n&nbsp;', 'Captivating Characters', '', 'publish', 'open', 'open', '', 'captivating-characters', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/captivating-characters', 0, 'thinking', '', 0),
(1039, 1, '2015-05-08 18:21:09', '2015-05-08 18:21:09', '<a href=\"http://www.cbx.com/blog/rebranding-a-person-is-it-possible/\" target=\"_blank\">Earlier this year</a>, I commented on how I would advise the team responsible for branding Hillary Clinton’s political campaign. Well, last month <a href=\"http://www.fastcodesign.com/3045490/how-to-build-a-brand-in-5-days\" target=\"_blank\">Fast Company</a> commissioned UK-based branding agency Moving Brands to rebrand Hillary after her 2016 bid announcement caused commotion in the design community. The hypothetical rebrand developed creative executions to bring it to life—and yielded a very similar conclusion to mine.\r\nI recommended applying a framework of the role, personality and behaviors that should be emphasized to create a unified presentation of Hillary’s beliefs. I said she should adopt the role of the “sage” and demonstrate personality traits of self-awareness, discernment and discipline to set herself apart from her contenders. Turns out, I was in good company.\r\n\r\nThe Fast Company article similarly suggests that Hillary demonstrate her role as the wise leader by showing that “there is a better way,” implying that she can help guide America there. Also, the main thrust of the campaign execution comes in the form of a tagline, “make it real.” This speaks to the personality traits I had suggested—discernment (being able to judge what people truly need) and discipline (making it happen). From a verbal style and tonality standpoint, using an imperative verb tense creates a command sentence structure, and the tonality of the language issues a confident challenge...as if encouraging readers to join a movement and take responsibility in being a part of the solution.\r\n\r\nWhat we can learn from the results of these efforts is that Hillary needs to convey authenticity, judgment, discipline, and assume the role of “wise leader.” There are different ways it can come to life creatively, but nailing her fundamental brand position is key.', 'First things first, nailing the brand called \"Hillary\"', '', 'publish', 'open', 'open', '', 'first-things-first-nailing-the-brand-called-hillary', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/first-things-first-nailing-the-brand-called-hillary', 0, 'thinking', '', 0),
(1040, 1, '2015-05-11 18:54:35', '2015-05-11 18:54:35', 'First of all, I need to reveal that I am pro-beer -- in pretty much all situations. And that has colored my opinion here. And secondly, Ben &amp; Jerry’s Salted Caramel Brownie Brown Ale sounds delicious.\r\nBut a lot of folks have wondered, “Is this a road too far?” Can an ice cream brand migrate into beer? And I think here the answer is a resounding, “yes.”\r\n\r\nWhen thinking about brand stretch there are a few big things to consider. The first is “brand fit.” Usually this is about identifying things the brand does well that can credibly migrate to other offerings. Often this is bringing a signature attribute, benefit or image association to a new category. Coach, for example, began as a luxury handbag maker and then used its expertise in leather, and its equity in luxury, to credibly launch a line of high-end shoes.\r\n\r\nIn this case Ben &amp; Jerry’s is leveraging its expertise as a “craft” food manufacturer and its expertise in creating unique flavor combinations to enter a category that is all about “craft” and unique flavors. Oh, and they both come in pints! Ha!\r\n\r\nIt can also help if your new offering is targeting the same consumers as your more established offering – because hey, they already know and like you, so they are going to be more willing to give you the benefit of the doubt.\r\n\r\nNow, this might be where some of the detractors feel that Ben &amp; Jerry’s missed the mark – perhaps thinking that because it is an ice cream brand that it is “for kids.” But while ice cream is a kid-friendly category, Ben &amp; Jerry’s is not a kid brand. It’s the stuff you hide from your kids. This is a brand that assumes you like satirical late night TV and have at least a passing knowledge of derivative Grateful Dead bands. That does not sound like a brand targeting the under-12 set to me.\r\n\r\nAnd finally, and this one often gets overlooked, Ben &amp; Jerry’s has a consumer base that is arguably more open to trying new things and perhaps seeing relationships between things that are a bit more conceptual or a bit more novel. At the end of the day, it’s about whether or not your consumer base will give you permission to go somewhere new – and some brands have consumer bases that are simply stingier than others on this count. I’m betting on the Ben &amp; Jerry’s crowd to give this a chance.\r\n\r\nAnd if this doesn’t work, maybe they could try Ben &amp; Jerry’s craft toilet paper next. It could be Forest Stewardship Council certified – you know, just like Ben &amp; Jerry’s…\r\n\r\n<a href=\"http://www.usatoday.com/story/money/2015/04/16/ben--jerrys-new-belgium-brewing-ice-cream-beer-craft-beer/25898761/\" target=\"_blank\">photo credit USA TODAY</a>\r\n\r\n&nbsp;', 'Ben & Jerry’s and beer: How stretchy can you get?', '', 'publish', 'open', 'open', '', 'ben-jerrys-and-beer-how-stretchy-can-you-get', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/ben-jerrys-and-beer-how-stretchy-can-you-get', 0, 'thinking', '', 0),
(1041, 1, '2015-06-19 17:00:21', '2015-06-19 17:00:21', 'Remember when Domino’s dropped “Pizza” from its name back in 2012? You wouldn’t know it by all the signs with the old logo saying “Domino’s Pizza” still hanging out at its franchisee locations. Enter Domino’s new social media campaign encouraging the public to shame locations yet to embrace the new logo, arming them with the hashtag #logoinformants and the promise of free pizza for a year.\r\nBefore we start the play-by-play on Domino’s naming and messaging strategy—can we just take a minute to savor the delicious irony of this? Domino’s wants to be known for more than pizza so much that they are willing to entice customers to narc on franchisees with…wait for it…pizza—the very product they are trying to distance themselves from. Hilarious.\r\n\r\nAnyway, let’s carry on with brand analysis of this move.\r\n\r\n<span style=\"text-decoration: underline;\">The good: name-dropping</span>\r\nWe are big fans of this type of name-dropping. In 2007, Apple dropped “Computers” from its name paving the way for greater innovation in everything from phones to tablets, even watches. In 2012, Starbucks decaffeinated its name by removing “Coffee” from its logo, a move that perhaps overshadowed the Domino’s name-drop that year. All of these brands did one very simple thing when they named themselves that set them up for future success—they treated category generic terms like computers, coffee, and pizza separately from their trademark names. The descriptors are there in the background clarifying what the brand offers but not dominating the conversation, easily disposable if their ambitions expand beyond their category. A decisive competitive advantage compared to brands like Computer Associates, Dunkin Donuts, Pizza Hut who embedded category descriptors into their trademark names and are still carrying them into the future like a millstone around the brand that limits potential for category expansion. Pizza Hut is forever limited to pizza. Their ill-fated attempt to make “The Hut” nickname happen in June of 2009 was met with so much ridicule that they were forced to issue a backpedaling press release claiming the switch was not a formal name change, but just light-hearted part of their marketing efforts.\r\n\r\n<span style=\"text-decoration: underline;\">The less good: the innovation and messaging strategy supporting the name change</span>\r\nChanging a name is a big deal, and will buy lots press attention for a very brief moment in time. So the brand better be able to make the most of that moment by backing up the name change with big innovations. By the time Apple dropped Computers from its name, they were already leaders in the MP3 and mobile phone markets. The change felt more like an obvious afterthought. Compare that to Starbucks who used naming to set the stage for exploring new business opportunities, but has yet to innovate in a meaningful way beyond coffee. Three years have passed, and if they want to innovate big, they no longer have the marketing lever of a name change to pull to rally attention and permission. Unlike Starbucks, Domino’s has the innovation to justify a name change (chicken, sandwiches, pasta, cheesy bread). Why isn’t a name change and a respectable pipeline of innovation enough to win the hearts and minds of consumers and franchisees? The fact that old signs are still up means that franchisees haven’t bought into the brand beyond pizza. The fact that they are incenting tattling consumers with pizza rather than chicken or pasta indicates that consumers haven’t bought the big idea either (and Domino’s knows it).\r\n\r\n<span style=\"text-decoration: underline;\">A humble recommendation:</span>\r\nRather than engaging consumers in an online semantic argument about brand names, Domino’s should put innovations at the center of its messaging with consumers. When the brand repeats the mantra of “not just pizza” over and over in social media, it actually works against them. Every third word the consumer hears is “pizza.” And they hear it in a negative tone. The message undercuts their core offering without promoting their innovations in the process. The conversation should transition from the negative of what the brand is not into the positive of everything it is. Otherwise, they may win the battle of signage but lose the bigger campaign for hearts and minds.', 'Shame, Shame, we don’t know your name…', '', 'publish', 'open', 'open', '', 'shame-shame-we-dont-know-your-name', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/shame-shame-we-dont-know-your-name', 0, 'thinking', '', 0),
(1042, 1, '2015-06-29 10:30:02', '2015-06-29 10:30:02', 'Who gets excited anymore when they open their mailbox? Do you welcome the mail from your cable company as a delightful surprise? Do you giggle and wiggle at the sight of a letter from the bank? How special does the finger-staining, “current occupant” addressed catalog from Cardboard &amp; Plywood make you feel? And let’s be honest: when was the last time you received—let alone sent—a note just to say “Hi”?\r\n<a href=\"https://www.pixinote.com/\" target=\"_blank\">Pixinote</a>, a newly launched printing and mailing service, is changing the rules of correspondence. With your mobile device, you can go to www.pixinote.com (mobile apps are in the works), select a picture from your photo album and jot a note to a friend. Pixinote will then transform all of this into a physical, thoughtful, personalized little note in a cute, crafty looking envelope. It’s as simple and lovely as it gets.\r\n\r\nAt a time of fast and furious virtual communication, who takes the time to snail mail a note anymore? By putting together the best of two worlds—materialized emotions and dematerialized logistics—Pixinote is reinventing the category by creating a new physical format for the way data is consumed on people’s phones. It gives a body to Facebook status, tweets and Instagrams. It makes communication tactile and emotional again. In doing so, Pixinote also creates new consumption events: every day is an occasion and a blank canvas for people to be creative. No need to wait for a formal date to find yourself rushing to your favorite convenience store in a search of a “happy-belated-better-late-than-never” card. It’s basically offering a new life for love letters, cheerful cards, friendly notes, or anything “noteworthy” any time, from anywhere.\r\n\r\nWhile brands look for unique ways to connect with their consumers and create vibrant experiences, Pixinote is a great example of what bringing back emotions to the concept of connection can do: it elevates a positive, meaningful, and personal experience by giving us the power to do a little good every day.\r\n\r\nGet ready for sprinkles of happiness all over your mailbox!', 'You’ve got mail!', '', 'publish', 'open', 'open', '', 'youve-got-mail', '', '', '2018-09-24 19:23:39', '2018-09-24 19:23:39', '', 0, 'http://cbx.cappendev.com/thinking/16/youve-got-mail', 0, 'thinking', '', 0),
(1043, 1, '2015-07-01 10:30:17', '2015-07-01 10:30:17', 'Choosing a place to eat in the ever-evolving and expanding food scene of New York City can be a daunting task. There are thousands of choices, many of which are convenient, affordable, and pretty tasty. But for myself and many of my peers, choosing a place to eat is about much more than the taste and price tag – it’s actually about being a part of a thoughtful dining experience. In addition to good food and good service, that experience is a result of good branding.\r\nCreating a memorable dining experience (or any type of physical experience for that matter) is done by making connections; connections between the identity of the brand and the physical space, connections from that brand to the customer. From a restaurant’s mission statement to its décor, right down to the logo and the menu, our expectations have changed, and we want that connection in our day-to-day dining experiences.\r\n\r\nThere is a scale of breadth and depth at which restaurateurs are using branding to create a unique experience that’ll make them top-of-mind. On the shallow end of the spectrum, the experience may be primarily aesthetic – a restaurant is memorable because of its use of integrated design elements in both the two- and three-dimensional domain. There are a couple of great examples of this tactic just a stone’s throw away from our office.\r\n\r\n<strong>OXIDO</strong> – 23rd &amp; Broadway\r\nLoud and colorful, these guys aren’t taking themselves too seriously – which is what makes for such a memorable spot to grab a bite at lunchtime. The food is tasty, but it’s really the playful logo and menu, tone of voice (“Get sauced!” says too-cool mascot, El Jefe), and unconventional use of interior finishes that make this space a go-to spot for me.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/06/Untitled.png\"><img class=\"alignnone wp-image-9143 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/06/Untitled.png\" alt=\"Untitled\" width=\"816\" height=\"542\" /></a>\r\n\r\n<strong>INDIKITCH</strong> – 23rd &amp; Broadway (across the street from Oxido!)\r\nThis place does something that I’ve been hoping for since the dawn of assembly line style casual dining – it brings Indian cuisine into the mix! And it’s done in a really clever way. Indikitch uses simple illustration-style menus that make it easy for non-experienced diners by making the cuisine approachable. They also use their simple yet bold color palette of white, charcoal grey and red in a meaningful way to create playful queuing paths from the door to the counter.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/06/Untitled1.png\"><img class=\"alignnone wp-image-9144 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/06/Untitled1.png\" alt=\"Untitled\" width=\"900\" height=\"506\" /></a>\r\n\r\nBeyond the approach of aesthetics, some restaurants use their mission, or reason for being, to drive the design decisions that form your experience. They really make their purpose come to life in the space they live in – using all avenues to be memorable and meaningful. Again, there are some good examples of this right around the corner.\r\n\r\n<strong>DIG INN</strong> – 17th &amp; Broadway (with new shops popping up every few months)\r\nThe affordable “farm to counter” premise is not only brought to life in the wholesome food they serve, but also in its environments in many clever ways. One feels as if parts of the farmhouse have been dropped right into the surroundings. Reclaimed wood, country patterns and low lighting levels seem familiar and give you that warm &amp; fuzzy feeling, all while gobbling up a delicious plate of fresh food.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/06/Untitled2.png\"><img class=\"alignnone wp-image-9145 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/06/Untitled2.png\" alt=\"Untitled\" width=\"817\" height=\"545\" /></a>\r\n\r\nAnother lens that some restaurants use to make a connection to their customers is one of discovery – being that “found” neighborhood gem. With so many chain restaurants out there, the local connection can be a really strong one.\r\n\r\n<strong>PEL’S PIE CO</strong> – Rogers Ave &amp; Lincoln Rd, Brooklyn (my hood!)\r\nServing up fresh pies and quiches daily is what this place is all about, but the charm of the shop and its design is undeniably a large part of why I keep going back, and it’s all related to their unique brand. This shop is located in a relatively sparse block of Brooklyn, and stands out as a one-of-a-kind friendly place to have a cup of coffee and a treat. The décor is that of a familiar country kitchen, but with a fresh color palette that feels bright and modern. A low long counter sits between you and the staff, where you can chat about what’s fresh and take your time choosing which treat to indulge in. The space also leaves one wall exposed to the original crumbling plaster, which brings you back to your urban locale.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/06/Untitled3.png\"><img class=\"alignnone wp-image-9146 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/06/Untitled3.png\" alt=\"Untitled\" width=\"815\" height=\"611\" /></a>\r\n\r\nAnd there you have it – a few of this city’s finest examples of thoughtful dining experiences. Bon appétit!', 'Dining for Design’s Sake', '', 'publish', 'open', 'open', '', 'dining-for-designs-sake', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/dining-for-designs-sake', 0, 'thinking', '', 0),
(1044, 1, '2015-06-30 21:20:10', '2015-06-30 21:20:10', 'Whiskey’s always been a bit of a troublemaker. From the <a href=\"https://en.wikipedia.org/wiki/Whiskey_Rebellion\" target=\"_blank\">Whiskey Rebellion</a> of the 1790s to the freak-out over the <a href=\"http://www.salon.com/2014/10/28/fireball_whiskey_recalled_in_europe_over_additive_concerns/\" target=\"_blank\">whiskey made with antifreeze</a> (Fireball), it’s the spirit that’s kept us on our toes the most (or at least with our heads in the toilet).\r\nIn recent years, whiskey’s been stirring up another controversy: <a href=\"http://www.marketwatch.com/story/what-do-you-call-scotch-thats-made-in-america-2015-04-22\" target=\"_blank\">What do you call American Scotch</a>? Of course, those who know whiskey know there is no such thing. Scotch whisky is made in <em>Scotland</em>. It’s right there in the name. It’s as descriptive as it gets.\r\n\r\nBut we’re talking about those whiskeys that are made the exact same way as Scotch—the same recipe, the same process—but on American soil. At its essence, Scotch is single malt whiskey, which means the whiskey is made from malt and comes from a single distillery (again, whiskey wins at descriptive naming). So what do you call American single malt whiskey?\r\n\r\nA lot of American distillers just call it “single malt” or “American single malt.” Never mind that when whiskey drinkers think of “single malt,” they usually think of Scotch. American single malt whiskey is in a golden era. Micro-distilleries are popping up all over the United States and thriving. In 2012, a single malt produced by Balcones—its distillery was located under a bridge in Texas at the time—beat out revered Scotch brands like Macallan and Balvenie to win the Best in Glass competition. American “Scotch” is going global. So isn’t it time we settle the controversy once and for all and give American distillers a handle to call their own single malt whiskey? Here are a few ways we can do that:\r\n\r\n<strong>Own the descriptor\r\n</strong>We can think of this naming exercise as creating a new category and introducing a descriptor that tells consumers what the product is in a straightforward way. If we go in this direction, we could stay the course and continue to use “single malt” and “American single malt.” Through consistent use and reinforcement, the descriptor will come to be shorthand for any product of its kind—the way Coke is shorthand for soda, or Kleenex for tissue. And over time, “Scotch” will refer to Scotch from Scotland, and “single malt” will refer to “Scotch” from America.\r\n\r\n<strong>Every brand for itself</strong>\r\nIn this scenario, each American distiller would have its own proprietary brand name for its single malt whiskey. Single malt would then become a product offering instead of a category. But this would bring a lack of consistency in how we refer to “single malt,” especially with distillers competing to get the most recognition for their own brand’s name (we wouldn’t recommend this approach).\r\n\r\n<strong>U.S.A.! U.S.A.!</strong>\r\nOr, we can take a cue from Scotch itself. “Scotch” as a name speaks to national ownership, to place of birth. If we take the same approach—use a name that speaks to where the product comes from, that evokes a culture—what would we call our single malt from the good old U.S. of A.? It could be a name like “Eagler.” It’s a coined name, because no one wants to drink an eagle, and it slightly plays off of a whiskey tumbler. It firmly places the product in the United States, and inspires images of the bald eagle—our living symbol soaring through our spacious skies—and of our flag, of Lady Liberty and Fourth of July parades. It’s one name to unite a category, and it’s a name that inspires pride.\r\n\r\nSo how about it? Pour yourself a nice glass of Eagler, sit by the fire, and have a drink and a think.', 'When Scotch Hops the Pond, What Do You Call It?', '', 'publish', 'open', 'open', '', 'when-scotch-hops-the-pond-what-do-you-call-it', '', '', '2018-09-24 19:23:39', '2018-09-24 19:23:39', '', 0, 'http://cbx.cappendev.com/thinking/16/when-scotch-hops-the-pond-what-do-you-call-it', 0, 'thinking', '', 0),
(1045, 1, '2015-07-08 13:37:04', '2015-07-08 13:37:04', 'Bringing deeper meaning to branding isn’t exactly a groundbreaking idea (see Dove’s “Real Beauty,” Procter &amp; Gamble’s “Thank you mom”, Chipotle’s commitment to Food with Integrity; all of the Google commercials…and almost any other successful effort over the past decade). Meaning is basically a necessary ingredient for branding that works.\r\nBut amid the celebrations for the Supreme Court’s decision on gay marriage last week, dozens of brands reacted in an incredibly poignant and noteworthy way—showcasing meaning and emotion and heart.\r\n\r\nThere was Ben &amp; Jerry’s renaming of Chocolate Chip Cookie Dough ice cream to “I Dough, I Dough;” the rainbow that appeared trailing Uber’s vehicle icons as you waited for your ride; Google’s rainbow search bar, Facebook’s rainbow filter to add to profile pictures, and many, many more.\r\n\r\nThe tone was overwhelmingly consistent—inclusive and celebratory. Each brand just found its own way to express it. And as the responses poured in, they became part of the story.\r\n\r\nIn retrospect, their sentiment shouldn’t have been surprising. Many of these organizations openly supported gay marriage and partnerships (either in extending employee benefits to same-sex couples, or in publicly signing onto a legal brief in Massachusetts in 2011 asking an appeals court to overturn the Defense of Marriage Act, the law that defined marriage as between a man and a woman for the purposes of federal law).\r\n\r\nBut there was something about the general outpouring of brand support, and the way they individually marked such a momentous occasion that caused a lot of people—including me—to pause.\r\n\r\nIt’s difficult to think of another event that triggered such an outpouring of optimism and celebration across industries and brands. Or another opportunity for brands to showcase storytelling for something bigger than themselves.\r\n\r\nIt was branding at its best—simply connecting, having a conversation, and celebrating what’s right.', 'Showcasing branding at its best: reactions to the Supreme Court\'s ruling on gay marriage', '', 'publish', 'open', 'open', '', 'showcasing-branding-at-its-best-reactions-to-the-supreme-courts-ruling-on-gay-marriage', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/showcasing-branding-at-its-best-reactions-to-the-supreme-courts-ruling-on-gay-marriage', 0, 'thinking', '', 0),
(1046, 1, '2015-07-14 16:21:00', '2015-07-14 16:21:00', 'Have you seen him? He’s on-air and online, wandering through highway underpasses and baseball fields with a big bucket of chicken.\r\n<em>Why, hello. It’s me. The Colonel. </em>\r\n\r\nColonel Harland Sanders, the founder of Kentucky Fried Chicken (KFC), sold the company in 1964 but appeared in countless ads for the brand through the 60s and 70s – a big old-fashioned man with Southern fried charm. But Colonel Sanders was more than a real-life spokesperson for the brand – he became a larger-than-life brand equity, a Big Daddy Tennessee Williams style matriarch presented as master of his chicken universe. Even with cane in hand, the Colonel had a formidable power. You believed he was a trusted protector of real meals in the age of fast food, and a true chicken benefactor. In the days before Chick-fil-A and Church’s, when Americans wanted fried chicken, they went to the Colonel. They had a relationship with him.\r\n\r\nAlthough the Colonel passed in 1980, the power of his image continued as the central force in the brand’s identity – his smiling mug was part of the logo, on packaging, and in-store. But the meaning of the Colonel shifted with the passing of a real human presence. Gone was the man who built a business on a chicken recipe, and in its place was a genteel face that was no longer responsible for the chicken, just selling the chicken.\r\n\r\nToday, the Colonel is being resurrected in a 75th anniversary campaign where we are witness to a brand evolving, building new meaning from the old to evolve its brand equity.\r\n\r\nKFC is quite familiar with equity evolution. In the early 1990s, the company chose to drop the “Kentucky,” the “Fried,” and the “Chicken” in order to exist solely as KFC. Although the Colonel’s face still greeted us from every bucket, lost were those attributes that may have seemed culturally irrelevant (e.g. fried) or confining to a singular protein (e.g. chicken) or less meaningful to the brand (e.g. Kentucky).\r\n\r\n“That was a case of throwing the baby out with the bathwater,” said Rachel Bernard, VP, Verbal Strategy at CBX. “The distancing from fried in a culture consumed by Subway Eat Fresh campaigns seemed sound, but abstracting to initials, or empty vessel naming, makes your other equities have to work harder.”\r\n\r\nUltimately, the Colonel became the ONLY thing that spoke to the KFC brand’s robust heritage. With his vintage glasses and goatee, his graphic presence communicated the authentic southern pride behind this brand. We still imagined Colonel Sanders as a man of dignity, a man trusted for many years.\r\n\r\nWell, adios equity dignity.\r\n\r\nIn the new campaign, Colonel Sanders tours the American landscape in a dementia-like state, snickering like a cartoon farmer in the big city, using his cane to pull up lady’s skirts. It’s a pretty serious move. The brand is playing the strongest equity card it has for potentially polarizing laughs, essentially risking the power of its value.\r\n\r\nFrom an equity standpoint, there are a couple of best-case scenarios for the Colonel: either enough people appreciate this character to engender positive brand meaning for a new generation, or he just fades away without doing any major damage.\r\n\r\nAs any 75-year-old brand knows, only time will tell.', 'Evolving Brand Equity: The Resurrection of the Colonel', '', 'publish', 'open', 'open', '', 'evolving-brand-equity-the-resurrection-of-the-colonel', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/evolving-brand-equity-the-resurrection-of-the-colonel', 0, 'thinking', '', 0);
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(1047, 1, '2015-07-16 10:00:35', '2015-07-16 10:00:35', 'When we create brand and product names, we think about how they will travel—across different consumers and even across continents. We make sure they translate appropriately in all the languages that exist in targeted markets. But sometimes, even when you manage to tackle obvious linguistic disasters (no need to remind you of the Nova or Mondelez mishaps, right?), the subtlest pitfalls still lie in cultural savvy. Cultural fluency is key to relevant branding.\r\nLet me give you a personal example.\r\n\r\nAs a non-English native speaker and semiotician, I am constantly learning, observing, searching, studying, and dissecting new words and expressions that not only expand my vocabulary, but also uncover hidden meanings in my adopted culture.\r\n\r\nEverybody knows the importance of idioms when learning a new language. Idioms are your way into a culture; colloquialisms are your linguistic passport. I came from France to New York City seven years ago with the level of English you get out of schoolbooks. But as I was working my way up in my new linguistic environment, I knew I finally got street cred the day I heard myself commenting on my colleague’s work: “It’s awesome!” No more “<em>zees eez hinteresting</em>” or “<em>zat eez not bad.</em>” It was awesome. Now that I was seamlessly using this little trivial word, I thought I was on the right path to master the American culture and English language. But I realized my street cred was only relevant where I gained it. When I relocated to London a few years later, things were not “awesome.” They were “lovely.” No more awe, but love right away. Love from everybody: men and women, youth and less youthful, taxi drivers and the Queen. There, I was experiencing what George Bernard Shaw once said: “England and America are two countries separated by a common language.”\r\n\r\nSemiotics helps uncover the hidden meaning behind language in different cultures and environments. When looking at “awesome” versus “lovely”, it helps to identify the cultural gap between the use of each word. The intent is the same⎯to express excitement⎯but the cultural meaning is different.\r\n\r\nEtymologically, “awesome” means something impressive and/or inspiring. Pronounced in the US, the first syllable is usually heavily accentuated, coming directly from the back of the throat, like an onomatopoeic, emphatic, liberating sound for satisfaction: “awwww.” Then the teeth happily hiss the “s”, and the “m” nasally relieves the intensity of the word. From throat to nose, “awesome” is a multisensory adjective, and linguistics meets culture in the way Americans experience it: “awesome” acts like a rallying cry that reflects all the genuine enthusiasm that Americans can express spontaneously. Now across the pond, the origins of “lovely” are tightly linked to affection and desire. Embraced by British people, the word itself is a delectation: the alliteration of the “l” makes it a sensorial and delicate vessel to express enjoyment, and the final open “y” closes in a flight of lyricism. Here too, the content joins the form in a physical execution that fits the culture: the emotion is contained in the intimacy of the word, like a poem, which ties into the values that British culture is about⎯courtesy, politeness and self-control.\r\n\r\nNow back to not-so-candid naming faux-pas.\r\n\r\nI won’t go into such a detailed analysis of the following, but what could American consumers think they’re getting when they order Saag’s British Bangers (pardon my French) on Amazon? And on the other hand, what do you think comes to mind when a British audience hears about <em>Wet Willies</em>, an Alaskan car-wash company offering two different packages (pun unintended): the <em>Little Willie</em> and <em>Big Willie</em>?\r\n\r\nLanguage is <em>fantastique</em>.', 'Lost in translation', '', 'publish', 'open', 'open', '', 'lost-in-translation', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/lost-in-translation', 0, 'thinking', '', 0),
(1048, 1, '2015-08-17 22:06:31', '2015-08-17 22:06:31', 'When you’re born, you’re given two things: a smack on the butt and a name. Whether you like it or not, that name is forever a part of your identity. And while we may like to think that our name bears no part in defining who we are, how we act and what we do; truthfully I don’t believe that’s entirely true. Have you ever heard something like this before?\r\n“She looks like a Becky.”\r\n“Really? She looks more like a Courtney to me.”\r\n\r\nWhile I can’t speak for everyone, I know that I’m guilty of it. By nature, humans lean towards association. We want to connect dots and make sense of the world around us. That’s what leads us to taking those ridiculous <a href=\"http://www.buzzfeed.com/regajha/what-does-your-name-say-about-your-love-life#.fp8vOywx2j\" target=\"_blank\">quizzes</a> and watching <a href=\"http://www.buzzfeed.com/summeranne/gentle-lucases#.mvbN65yQgd\" target=\"_blank\">videos</a> that try to explain how our names impact our personalities.\r\n\r\nWhen you see a little baby called James, doesn’t that feel a little off? To me, ‘James’ is associated with power and presence, not cute and precious. It feels wrong for a baby. So, we nickname baby James to baby Jimmy. But then what about when baby Jimmy grows up and becomes adult Jimmy? Adults need to be taken seriously, to shed the baby fat of childhood, so baby Jimmy transitions to grown up James where he’ll likely remain.\r\n\r\nIn a similar vein, brands can have nicknames of their own. PricewaterhouseCoopers, a truly global institution with a name full of prestige often goes by the much more approachable nickname PwC. The names can be used interchangeably depending on the situation. While PwC might be the name of choice when recruiting college students on campus, take a moment to browse the latest news reports they’re cited in. The vast majority refers to PwC by their formal name, PricewaterhouseCoopers. When the name is shortened to PwC, it loses that same sense of power you felt just as it was with Jimmy and James.\r\n\r\nSometimes, it’s not just a nickname that informs an identity. Sometimes, it’s the pronunciation altogether.\r\n\r\nMy name is Ankur, pronounced “un-koor.” Like most kids with foreign names, I’ve had my name butchered beyond recognition: anchor and acorn most notably. Eventually I grew sick of it. Educating people on the correct pronunciation became too painful, so I now introduce myself as “encore,” a mispronunciation that I have come to love. When asked my name I’d say “It’s Encore, like ‘encore, encore!’” and what started as a way to get around incorrect pronunciations turned into a core part of my very own personal brand. I wasn’t Ankur the little Indian boy; I was Encore the fun kid down the block.\r\n\r\nMispronouncing brand names can have an equally powerful effect on their meaning. I’m an avid Target shopper. I love the deals, the bright colors and the fantastic ads they put out. It’s also the closest superstore in relation to my University. I don’t shop at Target because of its prestige; I shop there because it’s cheap and convenient. Where I’m from, it’s a common joke to switch the pronunciation of Target to “tar-jay.” Suddenly, Target no longer seems like a discount brand, it is said with the same air of superiority as any other luxury brand (jokingly, of course). A slight switch in pronunciation can drastically impact the perception of a brand, just as it did for my name.\r\n\r\nOwn your name. It’s part of who you are. And maybe think twice before naming your kid “Sauerkraut Applebottoms” because who knows what that’ll mean for their future identity.', 'James > Jimmy > James > ?!', '', 'publish', 'open', 'open', '', 'james-jimmy-james', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/james-jimmy-james', 0, 'thinking', '', 0),
(1049, 1, '2015-08-26 01:43:52', '2015-08-26 01:43:52', 'Becoming a “licensee” allows brands the opportunity to extend into a new category or industry, modernize, stay relevant and build upon their brand value. When choosing the right licensing opportunity and when implemented effectively, it can have tremendous benefits. As of late, we’ve seen this with Minion-mania. It’s been said that Universal will make more off of licensed products than the Minions movie that just came out in July. Sounds tempting, right? But before jumping in, let’s take a step back and evaluate licensing.\r\nThe way I see it, licensing is a very personal tool used by brands. I often think of it as a relationship. Two people joining as one and representing what each other stands for. You look to benefit from each other, you meet each other’s friends and as a couple you work together to make each other happy. But unlike a relationship, you have the opportunity to plan for success prior to creating the partnership.\r\n\r\nHere are five guidelines for brands to keep in mind when thinking of entering a (licensed) relationship:\r\n\r\nWhat are you looking to get out of this?\r\n\r\nLicensing should be used as a strategic business tool. Brands that want to license someone else’s intellectual property should take a step back and understand what exactly they want out of this new relationship. Don’t just think of the why it is financially worth the investment, but instead and most importantly, how it is adding value to your brand.\r\n\r\nKnow your partner.\r\n\r\nWhile the brand you want to license is a big hit and seems like a no-brainer, you must do your homework. Is there anything in the brand’s past that would be harmful to yours? Has that brand been plastered all over other products? You don’t want to become a “me-too” brand that’s just finding an easy win. Consider if the licensed brand has become diluted or is at the end of its popularity.\r\n\r\nWhat emotions will be evoked?\r\n\r\nBrands elicit emotions in consumers. Think about the reaction you want at shelf and how that ties to your product. Does your soda brand with the Minions on it evoke a fun, Friday-night pizza party? Or a mischievous child that’s out of control? Predict how your consumers will relate to the partnership.\r\n\r\nDon’t overreach.\r\n\r\nWhile it might sound like a good bargaining tool for mom, Minions on cleaning products is probably stretching it. Make sure to have an evident connection between your brand and the licensed brand. It needs to be a partnership that doesn’t feel forced and easily allows consumers to understand why they are associated.\r\n\r\nKeep your target audiences in mind.\r\n\r\nYou have your current or primary consumers that you’d like to keep loyal, but the licensing opportunity gives you the chance to reach a secondary target. You’ve caught their eye and can start building new consumer recognition and affinity. Let the brand you license step up and attract that secondary target as long as it doesn’t alienate your current consumers.\r\n\r\nWhile you have the opportunity to plan for success before entering the partnership, keep in mind that it will most likely be for a limited time. Ensure that you get the most out of that time by keeping your brand strategy front and center, aligning on all levels at all times. Because let’s face it, Minions come and Minions go, but your brand is here to stay.\r\n\r\n&nbsp;\r\n\r\n&nbsp;', 'Date At Your Own Risk: Licensing in Branding', '', 'publish', 'open', 'open', '', 'date-at-your-own-risk-licensing-in-branding', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/date-at-your-own-risk-licensing-in-branding', 0, 'thinking', '', 0),
(1050, 1, '2015-09-02 19:06:02', '2015-09-02 19:06:02', 'This has been a month full of exciting changes for Google. First there was the announcement of a new parent company, <a href=\"https://abc.xyz/\" target=\"_blank\">Alphabet</a>. Then there was the spinoff of Google X into a <a href=\"http://www.fastcompany.com/3050229/fast-feed/google-xs-life-sciences-team-will-become-its-own-company-under-alphabet\" target=\"_blank\">standalone life sciences company</a>. And yesterday, users were greeted with a fresh and playful new evolution of the Google <a href=\"http://googleblog.blogspot.com/2015/09/google-update.html\" target=\"_blank\">logo</a>.\r\nSo what do all these changes mean for the future of the brand? I think Alphabet will spell out a new era in taking much bigger risks.\r\n\r\nCreating a new corporate entity is often a protective move to shield a brand from potential harm. The advent of Alphabet creates a separate place for the business to invest in the innovations that may seem too risky and perhaps too strange for a well-established and highly valued brand like Google to endeavor. Innovation is uncomfortable at first—it often looks scary or even silly until it becomes the new normal. For example, would a strange-at-first idea like Google Glass have earned greater permission if it had incubated in a start-up rather than Google, a brand that carries a defined set of expectations? Perhaps.\r\n\r\nThese changes should signal to investors that the brand is going to stretch significantly. In their announcement about the name change, Google mentioned the rationale behind the name as an Alpha-bet, a return investment above benchmark. But they left out a discussion of “Beta” which is also inherent in the new name. Beta stands for innovations that are still being tested and have yet to be proven—like a new life sciences business. Inherent in the name is a promise to have stable and highly protected Alpha businesses like Google. But it sets the stage for riskier Beta bets too.\r\n\r\nYeah, but what do you think about the name itself? I’m a fan.\r\n\r\nAlphabet is a very smart name that fits the character of the company. If we think back to the etymology of the name Google, they got it from the number “googol,” a number so large that it almost seems infinite—a great metaphor for Google itself, a business that seemed like it would stretch infinitely, until it couldn’t. Alphabet is the next part of that story. An alphabet is a finite set of characters that can be arranged in an infinite number of ways. The name succeeds in stretching beyond the bounds of Google to spell anything they want for the future.\r\n\r\nPhoto courtesy of <a href=\"http://www.yonescat.com/Google-unveils-an-extraordinary-surprise-Alphabet-Inc\" target=\"_blank\">Yonescat</a>.', 'C is for Changes', '', 'publish', 'open', 'open', '', 'c-is-for-changes', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/c-is-for-changes', 0, 'thinking', '', 0),
(1051, 1, '2015-09-14 10:31:56', '2015-09-14 10:31:56', 'We have all heard the well-known adage coined by Charles Caleb Colton, “Imitation is the sincerest form of flattery.” We can appreciate this concept in theory, but when it comes to design and ownership of original creative content, there is a very thin line between imitation and inspiration—the latter being fundamental to creative development.\r\nThere is a long history of image appropriation in the fine art world. Think Andy Warhol’s 1962 Campbell’s Soup Cans, one of the most recognized icons of the pop art movement. Even Picasso said, “Good artists copy, great artists steal.”\r\n\r\nAlthough commercial design is rooted in fine art, this “imitation” mindset does not translate. The world of commercial design comes with realities like legality and copyright infringement—which are not particularly swayed by the flattery argument. This “imitation vs. inspiration” argument is currently projected on the global stage with Japan’s recent retraction of the emblem for their 2020 Tokyo Olympic Games. The selected emblem (consisting of a “T” and a red dot symbolizing a beating heart) was scrapped amongst allegations that it was plagiarized from a logo that designer Olivier Debie created for the Belgian Theatre de Liege.\r\n\r\nSee for yourself.\r\n\r\nIt is virtually a carbon copy of Debie’s original design, down to the secondary slab serif typography. Unfortunately, stopping the presses on such a campaign is embarrassing and extremely costly for not only Japan, but also for their corporate partners who have already started to utilize the art in their own communications.\r\n\r\nFor the record, The Japanese designer responsible for the logo, Kenjiro Sano, denied plagiarizing this particular work, but has admitted to copying other works in the past for his clients.\r\n\r\nOn the brighter side, there has been an outpouring of new design submissions for the 2020 games on Japanese social media as the search for the next big idea is in the works.\r\n\r\nAs creative thinkers, we need to ask ourselves: can I build upon another’s work to create my own original? Does that constitute derivative work? How close is too close?\r\n\r\nAll great concepts come from somewhere, even if that somewhere is out of thin air. As designers in the commercial world, we are tasked to solve problems in new and creative ways faster, better and cheaper, which can compromise the creative process and result in direct or indirect imitation. We are constantly pulling from our go-to reference sites and resources for the next big idea. But we have to remember that in doing so, the creative gene pool gets smaller and smaller.\r\n\r\nSo the next time you are commissioned to design an Olympic emblem for the world stage, see it as an opportunity to visually celebrate the country’s heritage, culture, values, traditions and vision. Be inspired by everyone and everything, but utilize your influences to create a unique perspective that is all your own. This approach is the best form of flattery.', 'The Imitation Game', '', 'publish', 'open', 'open', '', 'the-imitation-game', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/the-imitation-game', 0, 'thinking', '', 0),
(1052, 1, '2015-10-19 15:06:45', '2015-10-19 15:06:45', 'When Bic for Her hit it shelves, its intended audience did not rejoice. “Finally, a pen that’s designed just for lady-hands!” said absolutely no one. Instead, it was rightly ridiculed.\r\nWhen a brand tries to cross the gender divide, the number one rule is to make sure there actually is a divide. (And as far as science can tell, there are no differences in how men and women use pens.) After all, in the personal care category brands gender-bend all the time—for instance, Gillette crossing over to deliver razors for women when it was known primarily as a man-brand. There are enough perceived differences in how men and women care for their bodies to warrant these gender-specific products.\r\n\r\nSo how can a brand swing both ways, and do it well?\r\n\r\n<strong>Focus on the new benefit\r\n</strong>Communicate the benefit in a way that’s appealing to whoever you’re targeting. The shapewear brand Spanx touts that its body-hugging under-shorts are soft and slimming when it’s speaking to women. But, its Spanx for Men line talks about making men “stand taller and feel stronger.” The brand is getting directly to the results that the different audiences (allegedly) want: Women want to feel slim and sexy, and men want to be strong and confident.\r\n\r\nThe key is to keep it positive and to focus on the outcome. Rather than messaging to hair loss, for example, speak to the luminous locks or the full head of hair that awaits. Latisse, an FDA-approved lash-treatment brand (“for inadequate or not enough lashes”) doesn’t spend all its time with medical-speak. It’s upfront about what you get when you use it: “Longer, fuller, darker” lashes. And isn’t that what everyone wants?\r\n\r\n<strong>Make it just for them\r\n</strong>New audience? Try new packaging. Using an innovative structure or a new design not only communicates difference to a new audience—it also says that a brand’s put some thought behind the product. Dove, for example, built a new design system for its Men + Care line; its basic soap line and its women’s skin and hair care line have different looks as well. Women’s Rogaine, however, is sold in a box that is nearly identical to Rogaine for men. Graphically and structurally, it doesn’t look like a new product, and it doesn’t look like it’s been formulated for a new audience with new needs.\r\n\r\nIntroducing a new name could also signal a different product. Gillette—which we were told was the best a man could get—wanted to show it could please women as well, and so it gave us Venus. The name itself never stands alone (it’s always endorsed by Gillette), but it signals both more of an investment as well as more of a product difference. This is a razor that glides more smoothly, that addresses the unique problems that women face with shaving. (An article on the Gillette Venus site is alarmingly titled “<a href=\"http://www.gillettevenus.com/en-us/how-to-shave/hair-removal-methods/dont-share-his-razor\" target=\"_blank\">Don’t Share His Razor!</a>”.) <strong>\r\n</strong>\r\n\r\n<strong>Change the conversation\r\n</strong>Just a few shorts years ago, men wearing eyeliner would have been novel. Now, guyliner is totally normal. Brands like Calvin Klein are making mascara for men (or “manscara,” which apparently is interchangeable with guyliner) and changing the conversation around what is socially acceptable. Spanx is doing something similar, using targeted messaging to make men comfortable with wearing garments originally designed to address women’s insecurities (which, ironically, are traditionally inflicted upon them by men). Likewise, Rogaine has an opportunity to take a condition commonly seen as male—hair loss—and making its solution relevant to women. It’s an opportunity to transform a stigma into an innovative beauty product.\r\n\r\nMen may be from Mars, and women may be from Venus, but they both come to Earth to spend money. Brands that want to make a play for a new audience better have something different to offer—and show that audience number two is not just an afterthought. As long as they look both ways before they cross, they might just pull it off.<strong>\r\n</strong>\r\n\r\nPhoto courtesy of <a href=\"https://www.reddit.com/r/seinfeld/comments/391eha/happy_88th_birthday_jerry_stiller/\" target=\"_blank\">Reddit</a>.', 'How Do Brands Cross the Gender Divide?', '', 'publish', 'open', 'open', '', 'how-do-brands-cross-the-gender-divide', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/how-do-brands-cross-the-gender-divide', 0, 'thinking', '', 0),
(1053, 1, '2015-11-02 22:11:07', '2015-11-02 22:11:07', 'We’ve all experienced embarrassing moments; a clumsy misstep sends you tumbling to the floor; an errant turn of the fork transforms your new shirt into a Jackson Pollock painting; a faulty wheel on a push cart sends half a pitcher of sangria to the ground outside the elevators on CBX’s fourth floor… (OK, maybe that last one was just me).\r\nIt’s important to remember that embarrassing moments only define you when you let them. Compose yourself when your face is flushed and your ears are burning so that people laugh with, instead of at you. Being able to play off the moment and laugh with everyone demonstrates an authenticity that people find endearing.\r\n\r\nThis idea is not exclusive to human-to-human interactions. In a marketplace where consumers are constantly searching for real connections with brands, a little self-depreciation can go a long way.\r\n\r\nBrands using humor in their messaging is nothing new, but lately we’ve seen more brands turn the focus of the jokes back on themselves. Things that marketing teams would have once worked hard to hide are now leading the conversation.\r\n\r\nTake Dressbarn’s Fall 2015 campaign. After decades of battling consumers’ hesitancy to bridge the gap between women’s fashion and a place where animals live, Dressbarn decided enough was enough. The new campaign, photographed by acclaimed fashion photographer Patrick Demarchelier, shows Dressbarn’s newest clothing modeled by Hilary Rhoda posing with a variety of barnyard animals. The tagline informing consumers, “It’s our name. Deal with it,” showcases not only the brand’s ability to poke fun, but also a humanness that helps consumers see beyond the joke. The campaign demonstrates that honesty and openness can help create meaningful connections with consumers, and turn embarrassing perceptions into positive equities.\r\n\r\nBut keep in mind that being silly is not where the conversation ends. Words on a page fall flat when there’s nothing to support them. For example, taking a moment to laugh and dust yourself off might defuse an embarrassing situation, but people are still going to expect you to clean up the sangria you just spilled.\r\n\r\nDressbarn’s campaign works simply because the new collection is able to stand its ground against the embarrassing perceptions of the joke. The defense: Dressbarn actually sells nice clothing. Would this campaign have worked if Dressbarn only sold overalls and straw hats? Of course not. But by using a notable fashion photographer and model, Dressbarn is able to build credibility for their products and reinforce the fact that the only thing funny about the brand is the name.\r\n\r\nTake a few moments to watch <a href=\"https://www.youtube.com/watch?v=HrX8OTFSFZI\" target=\"_blank\">South Dakota’s most recent economic development campaign</a>. The campaign jokingly attempts to convince audiences that South Dakota is a better place to live than Mars. The narrator highlights some of state’s major selling points, including breathable air, to convince consumers that living in South Dakota is better than dying on Mars.\r\n\r\nHere’s why nobody is laughing with South Dakota; the advertisement doesn’t say anything to back up the claim that living in South Dakota is actually better than living on Mars. This campaign only leaves consumers questioning, “How bad is living in South Dakota that they would even compare it to living on Mars?” or “Why would I choose South Dakota over all the other places I could live that aren’t Mars?” South Dakota’s failure to follow up the joke with any serious claim leaves the audience with nothing more than unintended associations with words like “barren,” “cold,” and “dying.”\r\n\r\nUsing humor at your own expense can be a clever way to deflect and even correct embarrassing shortcomings. But before going there, make sure to ask yourself, “Will my consumers be laughing with me, or at me?”\r\n\r\nPhoto courtesy of <a href=\"http://www.dressbarn.com/\" target=\"_blank\">DressBarn.com</a>.', 'Laughing (With or) At You?', '', 'publish', 'open', 'open', '', 'laughing-with-or-at-you', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/laughing-with-or-at-you', 0, 'thinking', '', 0),
(1054, 1, '2015-12-08 22:18:19', '2015-12-08 22:18:19', 'The <a href=\"http://www.nytimes.com/2015/12/03/fashion/the-2016-pirelli-calendar-may-signal-a-cultural-shift.html?hp&amp;clickSource=wide-thumb&amp;WT.nav=top-stories-below&amp;_r=0&amp;module=CloseSlideshow&amp;region=SlideShowTopBar&amp;version=SlideCard-13&amp;action=click&amp;contentCollection=Fashion%20%26%20Style&amp;pgtype=imageslideshow\" target=\"_blank\">New York Times headline</a> was bold, “The 2016 Pirelli Calendar May Signal a Cultural Shift.” The piece went on to say that the Pirelli brand, a strong supporter and champion of the quintessential male gaze, had taken a radical departure for the 2016 calendar by featuring whole women of accomplishment vs. pieces of female endowment. Brought to you by Annie Leibovitz.\r\nAs a woman, there’s a lot I could say regarding this departure. As a brand strategist, I am interested in Pirelli’s brand message and behavior, and what that says about the brand and about us.\r\n\r\nIn releasing this calendar, it appears that Pirelli is a brand transformed. The New York Times piece presents this transformation in the form of commitment and responsibility. Yet Pirelli, and a few subjects of the calendar, do not necessarily agree. Both Mellody Hobson and Agnes Gund made it clear in The Times article that, “their relationship was with Ms. Leibovitz, not Pirelli.” And Artist Shirin Neshat said, “I didn’t feel like I was selling out by doing this as much as helping Annie support a new idea about female style and beauty.”\r\n\r\nThe piece also presents Pirelli’s perspective:\r\n\r\n“The company itself is careful to say the about-face was Ms. Leibovitz’s idea, and to paint the current calendar as part of a continuum, as opposed to a rejection of its former ways, thus leaving the door open for another switcheroo. Indeed, Marco Tronchetti Provera, the Pirelli chairman and chief executive, said that the pivot is simply another example of the way the calendar “reflects contemporary society.”\r\n\r\nWhat this tells me is that the Pirelli brand is comfortable reflecting contemporary society, and will potentially keep this current perspective as long as contemporary society chooses to represent what seems to be a modern view of women. It also tells me that the brand is uncomfortable taking on the role of leading any societal charge, or shaping how our culture transforms our view of women.\r\n\r\nI wonder if Pirelli, the cultural opportunist brand, even realized how seriously the message would reflect their brand. It could be assumed, without Ms. Leibovitz at the helm, Pirelli would have been happy to launch another artistic T&amp;A pinup calendar. It’s as if the brand quite accidentally became a beacon of feminism, ironically presenting calendar subjects who are proof that first, second, and third wave feminism movements have taken a stronghold in our culture.\r\n\r\nSo perhaps by showing us this calendar, Pirelli is quite accidentally letting us know that we are on the cusp of a cultural shift into a final wave, where we no longer see the large gap in gender realities, where gender and feminism as we know it dissolves, and we are all seen as human beings making independent choices and having accomplishments and failures. Where brands simply speak to people.\r\n\r\nIn 1949, Simone de Beauvoir, the French philosopher stated, “…humanity is male and man defines woman not in relation to herself but as relative to him; she is not regarded as an autonomous being.” Today, the Pirelli brand, in showing us this calendar, has taken a huge leap from a 20th century feminist perspective to a place where humanity is relative not to man, but to our culture.\r\n\r\nThe brand is indeed signaling something. But we shouldn’t expect anything more from them. The Pirelli brand will be happy to signal something else if we—as a culture—let it.\r\n\r\nPhoto courtesy of <a href=\"http://www.nytimes.com/2015/12/03/fashion/the-2016-pirelli-calendar-may-signal-a-cultural-shift.html?hp&amp;clickSource=wide-thumb&amp;WT.nav=top-stories-below&amp;_r=0&amp;module=CloseSlideshow&amp;region=SlideShowTopBar&amp;version=SlideCard-13&amp;action=click&amp;contentCollection=Fashion%20%26%20Style&amp;pgtype=imageslideshow\" target=\"_blank\">New York Times</a>', 'Pirelli Says Behind Every Great Tire Brand is a Great Woman – is the Brand Finally Catching Up with Culture or Leading it?', '', 'publish', 'open', 'open', '', 'pirelli-says-behind-every-great-tire-brand-is-a-great-woman-is-the-brand-finally-catching-up-with-culture-or-leading-it', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/pirelli-says-behind-every-great-tire-brand-is-a-great-woman-is-the-brand-finally-catching-up-with-culture-or-leading-it', 0, 'thinking', '', 0),
(1055, 1, '2015-12-22 21:55:56', '2015-12-22 21:55:56', 'As the year comes to an end, we wanted to take a look back and recognize some naming work that, too often, goes under the radar. We want to give credit where credit is due and celebrate the strategies that go behind naming. Below are some of the names that caught our eye, made us smile and made us do a double take.\r\n<strong>Best name that would also work for a Bond girl:</strong>\r\nVerily, the new name for Google Life Sciences, has an archaic ring to it, an innocent tone that’s waiting to be sullied by some randy double entendre a la the James Bond movies of the Pierce Brosnan era. (Anyone remember “I thought Christmas only comes once a year?” No?) But it’s this old-fashioned sensibility—it’s how Shakespeare might have said “certainly” or “truly”—that gives the name a humanness, contrasting with the hard data and sterility that science is commonly associated with. This is life sciences, after all. It’s humans working to make human lives better. And that’s a truly worthwhile thing, isn’t it?\r\n\r\n<strong>Best new clever name:</strong>\r\nMove over millennials, it’s all about the centennials now. Centennials was the new name given this year to the generation that comes after millennials (currently aged 0-18, born 1997 to present). Why have they been so cleverly named? Centennials are “being born at the turn of the century.” They can keep up with the pace at which technology advances. The rationale was also given that one “cent” is smaller than one “mill.” Ah, so smart! I think marketers are also excited that this is the newest generation getting credit cards, which also starts with a “C.” Hmm…\r\n\r\n<strong>Best name you can project your own meaning onto:</strong>\r\nOn the face of it, Facebook M—the name for Facebook’s new digital assistant—has a frustrating lack of clarity. What’s the M supposed to stand for? Messenger? Me? But the name’s ambiguity is also its strength. M is a personal assistant, after all; it can mean anything you want it to mean. More time. Make it happen. Perform miracles for me. Sure, it’s ultimately just a truncated way of referring to Facebook Messenger, the app on which M lives, but let’s not be too hasty in considering this a lazy name. I prefer to think of it as meaningful, in my own way.\r\n\r\n<strong>Best name that shouts, “I’m wanna be cool:”</strong>\r\nFreeform is the new channel name that will replace the ABC Family name. Owned by Disney, the channel is rebranding in an effort to more closely speak to their target of 14- to 34-year-olds. They learned that some non-viewers found the word “family” off-putting, since they associated it with “family friendly” and “wholesome.” I guess we learn cooler, more modern values from <strong>Pretty Little Liars</strong> than from older shows like <strong>Gilmore Girls</strong> and <strong>Full House</strong>. While the channel’s strategy has evolved and grown up, Freeform helps speak to the idea of molding young minds and becoming your own self.\r\n\r\n<strong>Best name that’s pretty sure of itself:</strong>\r\nAnheuser-Busch’s new Best Damn Brewing platform aims “to bring you the Best Damn thing you’ve had all day,” and it’s launching with… root beer. (Don’t worry, it’s got alcohol.) The name has personality—it mirrors the confidence you get after you’ve downed a couple of drinks, after which anything you taste will probably be the best damn thing you’ve ever had. And the tone is fitting for the everyday machismo of a beer brand, while offering a flexible platform for the brand to experiment with different brews. After all, what better time to experiment than after you’ve knocked back a few?\r\n\r\n<strong>Best name that makes you think twice:</strong>\r\nAround October, Google launched a new service named YouTube Red. It allows users to stream ad-free content for $9.99 per month. At first thought, it made me think of “going into the red,” for another monthly streaming service we need to pay. But executives at YouTube said that fans associated the term “red” with YouTube and with love, with YouTube’s red carpet. While there’s a long list of other things that can be associated with the color red, I believe they missed an opportunity to speak to the benefit of getting ad-free content through the name. While YouTube has a very simple naming system, usually very descriptive, YouTube Red breaks the mold and gets more suggestive which, of course, leaves a little room for interpretation.\r\n\r\nWhile creating and choosing a name is a challenge, it’s important to make sure your communication objective is strategically being met. Does it make sense for the brand? Does it follow your naming system? Will consumers get it? Will new consumers be attracted to it? While we like to say that a name can only say one thing (maybe two) very well, brands need to make sure that their new name is telling their story in the right way.\r\n\r\nPhoto courtesy of <a href=\"http://www.jsahealthcare.com/aboutus/awards.aspx?mid=50\" target=\"_blank\">JSA</a>', 'What’s That Name?', '', 'publish', 'open', 'open', '', 'whats-that-name', '', '', '2018-09-24 19:23:39', '2018-09-24 19:23:39', '', 0, 'http://cbx.cappendev.com/thinking/16/whats-that-name', 0, 'thinking', '', 0),
(1056, 1, '2016-02-16 19:07:03', '2016-02-16 19:07:03', '<strong>In our <a href=\"http://www.cbx.com/blog/whats-that-name/\" target=\"_blank\">last post</a>, we looked back on naming and verbal trends for 2015. Now it’s time to look forward. In this first piece of a series of four blog posts, we share our predictions for what naming and verbal trends we can expect to see more of in 2016.</strong>\r\nIn this edition, technophile meets word-nerd. This is where CBX Verbal Strategy experts track the latest, most advanced, I-can’t-live-without-it devices and technologies unveiled by industry insiders in the New Year. We are excited and inspired by these cooler than cool innovations, and we are decoding their names to find out what’s hot in technology naming trends this year. Here is what we’ve seen, and what we would love to see going forward.\r\n\r\n<strong>Super. Human. Technology: Show Your Human Side</strong>\r\nMove along Big Data, Artificial Intelligence (AI) is the hottest topic this year. AI is the graceful technology that gives computer systems human-like capabilities such as visual as speech recognition. AI is fast-moving into the mainstream and our everyday experiences, which we see reflected in the names. Say hi to some friendly new faces in AI: <a href=\"http://www.amazon.com/Amazon-SK705DI-Echo/dp/B00X4WHP5E\" target=\"_blank\">Amazon’s virtual assistant Alexa</a>, <a href=\"http://arlo.com/en-us/landing/Arlo-Q-by-Netgear.aspx?cid=PSarlogoogleps11.16AW-ArloQ&amp;gclid=CIresf35_MoCFQYIaQodKwkFiA\" target=\"_blank\">Arlo Q</a> the connected home camera, and <a href=\"https://www.lily.camera/\" target=\"_blank\">Lily the drone</a>. So cute. These have nothing to do with the intimidating robot-sounding names science fiction scared us with (e.g., C-3PO, R2D2, Tron, HAL 9000. Even Rocky IV had a SICO robot). These are ordinary, approachable, human names that are less about the artificial, and more about intellectual and emotional role these machines are already playing in our lives. Even Mark Zuckerberg says <a href=\"https://www.facebook.com/zuck/posts/10102577175875681\" target=\"_blank\">the AI he’s building for his home</a> (and eventually for Facebook) is “like Jarvis in Iron Man”. Hey Mark, if you need a name, we can help (<a href=\"https://www.facebook.com/CBXbranding/\" target=\"_blank\">we’re on Facebook</a>!).\r\n\r\n<strong> Worlds Apart: Don’t Scare Us Away</strong>\r\nHere is the reaction you’ll probably have the first time you experience Virtual Reality (VR): “oh my god, the future is here.” Bonus effect: “oh my god, this is only the beginning.” VR is about opposites: real and virtual, present and future, here and there, prelude and progress. Names created for the newest VR devices evoke these dichotomies. Oculus Rift keeps the perception of the real and virtual worlds apart. <a href=\"https://www.htcvive.com/us/\" target=\"_blank\">HTC’s Vive Pre</a> plays with the notion of time, it says “stay with us, you’re just about to really live it.” To be honest, we would love to see more engaging names that make the category feel less scary. <a href=\"http://www.magicleap.com/#/home\" target=\"_blank\">Magic Leap</a>, a great example, one of the most advanced startups in Augmented Reality and 3D imagery, has a name that feels fun and inviting. It’s about meaningful connections and exciting experiences. Isn’t that what technology is all about?\r\n\r\n<strong>Man &gt; Machine: Put People First</strong>\r\nThe machines might always become more powerful and more intelligent; we found a lot of names that give the power back to consumers by focusing on end benefits. Some brands (e.g., <a href=\"http://www.kiamedia.com/us/en/media/pressreleases/11004/kia-motors-introduces-new-drive-wise-sub-brand-for-autonomous-driving-technologies\" target=\"_blank\">Kia Drive Wise</a>, <a href=\"http://getcleverpet.com/\" target=\"_blank\">CleverPet</a>, <a href=\"http://www.samsung.com/us/explore/family-hub-refrigerator/\" target=\"_blank\">Samsung Family Hub Fridge</a>) choose clarity over creativity with a descriptive approach to help consumers understand what these innovations will do for them. Other brands (e.g., <a href=\"https://www.temptraq.com/\" target=\"_blank\">TempTraq</a>, <a href=\"https://www.freeflyvr.com/\" target=\"_blank\">Freefly VR</a>) get a little more creative and suggestive, keeping up with the excitement for great innovations by creating ownable meaning around emotional benefits. Cutting-edge technology doesn’t mean the benefit shouldn’t be clearly communicated. In such a crowded and prolific environment, sometimes it’s nice to find simple, clear descriptions.\r\n\r\n<strong>2006 Called, They Want Their Names Back: Move on and Have Fun</strong>\r\nCome on, it’s 2016. Nobody wants to see names with over-used category markers like “e”, “i\", or “smart” anymore. They have long become obsolete and fall short in communicating what’s really innovative and differentiating. After all, isn’t everything supposed to be smart now? The <a href=\"http://daqri.com/home/product/daqri-smart-helmet/\" target=\"_blank\">Daqri Smart Helmet</a> is described as “the most powerful augmented reality device on the market.” The name, however, doesn’t help explain what it actually means. Similarly, <a href=\"http://www.wired.com/2016/01/zeiss-smart-glasses/\" target=\"_blank\">Zeiss Smart Lenses</a> (a Google Glass challenger) offers seamless technology and stylish glasses that you can wear without looking like a dork – a unique point of differentiation that could have influenced the name. Volkswagen’s long-distance electric car has a great story to tell about emotional connection, but the name they chose, <a href=\"http://www.cnet.com/roadshow/auto/volkswagen-budd-e/\" target=\"_blank\">BUDD-e</a>, is a little disappointing. A name can only say so much – but the name that you choose is the springboard for a great story to tell. So don’t be scared to break out of the usual industrial language with unexpected and metaphorical names. How fun and disruptive do <a href=\"http://blog.parrot.com/2016/01/04/ces-2016-new-drone-parrot-disco-prototype/\" target=\"_blank\">Disco, Parrot’s new drone</a>, and <a href=\"https://www.getkuna.com/toucan/\" target=\"_blank\">Toucan, Kuna’s latest security camera</a>, sound? Very. And we want more of that. Everything is as possible with naming as it is with technology.\r\n\r\nIf technology is about connecting people and creating seamless experiences for a better and easier life, names should live up to that. An approachable tone will get you closer to consumers; a unique yet simple construct will spark interest; and a differentiating message will make your innovation stand out.\r\n\r\nPhoto courtesy of <a href=\"http://www.newstatesman.com/science-tech/technology/2016/01/best-ces-2016-annual-why-product-tech-show\" target=\"_blank\">New Statesman</a>.\r\n\r\n&nbsp;', 'What Next? 2016 Predictions for Naming and Writing', '', 'publish', 'open', 'open', '', 'what-next-2016-predictions-for-naming-and-writing', '', '', '2018-09-24 19:23:39', '2018-09-24 19:23:39', '', 0, 'http://cbx.cappendev.com/thinking/16/what-next-2016-predictions-for-naming-and-writing', 0, 'thinking', '', 0),
(1057, 1, '2016-02-22 19:58:27', '2016-02-22 19:58:27', '<strong><a href=\"http://www.cbx.com/blog/what-next-2016-predictions-for-naming-and-writing/\" target=\"_blank\">Last week in our series of 2016 predictions, we took a look at coming trends in technology naming.</a> This week, we’re turning our attention to B2B brands—and how they’re using verbal strategies to tell more human stories about who they are and what they do.</strong>\r\nBack in the day—when shoulder pads abounded and greed was good—the default personality for B2B brands was “big and powerful.” They had functional, impersonal, proudly corporate names like IBM, SAP, Qualcomm. The names—inscrutable acronyms and jargon to the Average Joe—were empty vessels that didn’t mean anything. They did their job, insinuating oversize presence and boundless reach. But they didn’t say anything about what the brands stood for.\r\n\r\nThese days, every brand—whether B2B or B2C—needs to have meaning, a reason to exist. Big and powerful, intimidating and impersonal—these are not the kinds of brands that businesses want to work with anymore, that consumers want to buy. In a landscape of more personal, more human, more local and transparent and approachable brands, B2B brands have needed to adopt new strategies. Using the same tools as B2C brands, B2Bs are starting to communicate what they stand for. Here are a few examples of brands that are already doing this, and the verbal tools they’re using to do it.\r\n\r\n<strong>The tagline tells the story</strong>\r\nBrands with acronymic names are taking advantage of what once might have been considered a meaningless empty vessel—a string of random letters, leftovers of legacies or mergers—and turning it into the beginning of their story. <a href=\"http://www.dhigroupinc.com/home-page/default.aspx\" target=\"_blank\">DHI</a>, for example, wanted to keep the equity built into its name. But it had a new strategy, a new brand meaning, that had to be conveyed. A tagline—“Delivering Hire Insights”—gave fresh meaning to its name, and introduced a new story for the brand. Similarly, <a href=\"https://solvers.ups.com\" target=\"_blank\">UPS</a> recently evolved from its “Logistics” campaign, debuting its “United Problem Solvers” tagline.\r\n\r\n<strong>Giving your brand a voice</strong>\r\nWhen it comes to B2B brands using voice to communicate who they are, there’s no cheekier money than <a href=\"http://mailchimp.com/\" target=\"_blank\">Mailchimp</a>. The email marketing brand sets itself apart with a fun, friendly, human voice that’s unexpected (for now) in its space. Newer B2B brands in general have used voice to good effect to bring a more human element to what that they do. <a href=\"https://squareup.com/\" target=\"_blank\">Square</a> uses a voice that’s simple and approachable and almost poetic—making credit card processing more exciting than ever. <a href=\"https://twitter.com/SlackHQ?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor\" target=\"_blank\">Slack</a>—the real-time messaging tool—uses exactly the kind of conversational voice on its Twitter account that you’d expect to see scrolling down its IM windows in offices across the country.\r\n\r\n<strong>Send your message through social media</strong>\r\nOver the years, <a href=\"http://www.ge.com/\" target=\"_blank\">GE</a> has mitigated its corporate conglomerate ethos through thoughtful and inspiring messaging built around its “Imagination at work” tagline. It continues to engage and educate through media like <a href=\"https://www.facebook.com/GE/\" target=\"_blank\">Facebook</a>, where it posts about innovation and technology—creating meaning for its brand by helping others become more curious about life and science. <a href=\"https://www.instagram.com/zendesk/?hl=en\" target=\"_blank\">Zendesk</a>, a customer service platform, showcases its work culture through quirky posts of its employees on Instagram. And what better way to promote your dedication as a customer service platform than by celebrating the people behind it?\r\n\r\nAs more B2B brands are built or evolve in the coming year(s), we’ll see them become more expressive, trying to connect more to the people who work with them, as well as those who are their ultimate end-users. Because when brands have meaning and a story to tell, we’re more likely to listen.\r\n\r\nPhoto courtesy of <a href=\"http://juliechristiephotography.co.uk/which-beginner-dslr-should-i-buy-this/\" target=\"_blank\">Julie Christie Photography</a>\r\n\r\n&nbsp;', 'What Does Your Business Stand For?', '', 'publish', 'open', 'open', '', 'what-does-your-business-stand-for', '', '', '2018-09-24 19:23:39', '2018-09-24 19:23:39', '', 0, 'http://cbx.cappendev.com/thinking/16/what-does-your-business-stand-for', 0, 'thinking', '', 0);
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(1058, 1, '2016-02-23 17:32:51', '2016-02-23 17:32:51', 'Every year the Westminster Dog Show provides an opportunity to see the vast portfolio of dogs the canine species has to offer. From a brand perspective there’s a problem though – the brand portfolio architecture is stuck in the 1880s.\r\n<strong>Sporting\r\n</strong><a href=\"http://www.usatoday.com/story/sports/2016/02/16/german-shorthaired-pointer-cj-wins-westminster-dog-show/80482536/\" target=\"_blank\">Photo courtesy of USA Today</a>\r\n\r\n<strong><a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Sporting.png\"><img class=\"alignnone wp-image-9614 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Sporting.png\" alt=\"Sporting\" width=\"899\" height=\"675\" /></a></strong>\r\n\r\n<strong>Working</strong>\r\nPhoto courtesy of <a href=\"http://www.pbs.org/newshour/rundown/photos-dogs-dogs-westminster-dog-show/\" target=\"_blank\">PBS</a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Working.png\"><img class=\"alignnone wp-image-9615 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Working.png\" alt=\"Working\" width=\"900\" height=\"600\" /></a>\r\n\r\n<strong>Hound</strong>\r\nPhoto courtesy of <a href=\"http://fox5sandiego.com/2015/02/17/miss-p-a-beagle-takes-crown-at-westminster-dog-show/\" target=\"_blank\">Fox 5 San Diego</a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Hound.png\"><img class=\"alignnone wp-image-9616 size-large\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Hound-1024x682.png\" alt=\"Hound\" width=\"1024\" height=\"682\" /></a>\r\n\r\n<strong>Herding\r\n</strong>Photo courtesy of <a href=\"http://www.usnews.com/news/sports/articles/2016-02-16/rumor-the-german-shepherd-is-crowd-favorite-at-westminster\" target=\"_blank\">US News</a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Herding.png\"><img class=\"alignnone wp-image-9617 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Herding.png\" alt=\"Herding\" width=\"899\" height=\"914\" /></a>\r\n\r\n<strong>Toy</strong>\r\nPhoto courtesy of <a href=\"http://www.forbes.com/sites/kristintablang/2016/02/16/westminster-dog-show-2016-cj-german-shorthaired-pointer/#4decda5a7559\" target=\"_blank\">Forbes</a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Toy.png\"><img class=\"alignnone wp-image-9619 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Toy.png\" alt=\"Toy\" width=\"900\" height=\"600\" /></a>\r\n\r\nWhat’s wrong with this list? It’s not nice to call your best friend a toy, for one thing. For another, herding is work; ask any parent. Most importantly, this is not how people shop for a dog. Brand architecture should reflect the decisions consumers make when deciding what to buy. So let’s look at this portfolio from the perspective of actual (or aspiring) dog owners and the questions in their minds as they shop.\r\n\r\n<span style=\"text-decoration: underline;\"><strong>Will this dog fit in my living space?</strong></span>\r\n\r\n<strong>Apartment dogs\r\n</strong>Photo courtesy of <a href=\"https://www.pinterest.com/pollyplummer/iggy-stuff/\" target=\"_blank\">Pinterest</a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Italian-Greyhound.png\"><img class=\"alignnone wp-image-9620 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Italian-Greyhound.png\" alt=\"Italian Greyhound\" width=\"899\" height=\"674\" /></a>\r\n\r\n<strong>Subset – New York City apartment dogs (aka, have enough head room to clear an Ikea coffee table) </strong>\r\n\r\nPhoto courtesy of <a href=\"http://izismile.com/2012/05/05/places_youd_never_think_to_find_a_corgi_23_pics_2_gif.html?fromt=yes\" target=\"_blank\">Izismile</a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Corgi.png\"><img class=\"alignnone wp-image-9621 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Corgi.png\" alt=\"Corgi\" width=\"900\" height=\"675\" /></a>\r\n\r\n<strong>Townhouse dog\r\n</strong>Photo courtesy of <a href=\"http://condensable.rssing.com/chan-1116070/all_p7.html\" target=\"_blank\">Rssing</a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Boxer.png\"><img class=\"alignnone wp-image-9622 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Boxer.png\" alt=\"Boxer\" width=\"900\" height=\"596\" /></a>\r\n\r\n<strong>Suburban dogs\r\n</strong>Photo courtesy of <a href=\"http://areawoods.blogspot.com/2015/11/dog-house-plans-border-collie.html\" target=\"_blank\">Areawoods</a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Border-Collie.png\"><img class=\"alignnone wp-image-9623 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Border-Collie.png\" alt=\"Border Collie\" width=\"900\" height=\"900\" /></a>\r\n\r\n<strong>Free range dogs\r\n</strong>Photo courtesy of <a href=\"http://archive.constantcontact.com/fs031/1106936993917/archive/1108980085032.html\" target=\"_blank\">Constant Contact</a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Great-Dane.png\"><img class=\"alignnone wp-image-9624 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Great-Dane.png\" alt=\"Great Dane\" width=\"900\" height=\"666\" /></a>\r\n\r\n<span style=\"text-decoration: underline;\"><strong>How will this dog make me look?</strong></span>\r\n\r\n<strong>Fashionable\r\n</strong>Photo courtesy of <a href=\"https://www.instagram.com/ralphiethecockapoo/\" target=\"_blank\">Ralphie the Cockapoo</a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Ralphiethecockapoo.png\"><img class=\"alignnone wp-image-9625 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Ralphiethecockapoo.png\" alt=\"Ralphiethecockapoo\" width=\"900\" height=\"938\" /></a>\r\n\r\n<strong>Fabulous</strong>\r\nPhoto courtesy of <a href=\"http://www.poodleforum.com/3-poodle-pictures/100586-action-shots.html\" target=\"_blank\">Poodle Forum</a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Poodle.png\"><img class=\"alignnone wp-image-9626 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Poodle.png\" alt=\"Poodle\" width=\"899\" height=\"538\" /></a>\r\n\r\n<strong>Intimidating</strong>\r\nPhoto courtesy of <a href=\"http://www.swisslickswissies.com/index.php/archives/tag/greater-swiss-mountain-dog/page/13\" target=\"_blank\">Swiss Licks Wissies</a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Greater-Swiss-Mountain-Dog.png\"><img class=\"alignnone wp-image-9627 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Greater-Swiss-Mountain-Dog.png\" alt=\"Greater Swiss Mountain Dog\" width=\"900\" height=\"600\" /></a>\r\n\r\n<strong>Approachable\r\n</strong>Photo courtesy of <a href=\"http://www.ohmidog.com/tag/bichon-frise/\" target=\"_blank\">Oh Mi Dog</a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Bichon-Frise.png\"><img class=\"alignnone wp-image-9628 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Bichon-Frise.png\" alt=\"Bichon Frise\" width=\"705\" height=\"434\" /></a>\r\n\r\n&nbsp;\r\n\r\n<span style=\"text-decoration: underline;\"><strong>I need a BFF and</strong></span>\r\n\r\n<strong>I\'m super needy\r\n</strong>Photo courtesy of <a href=\"http://petcha.com/pet_care/8-signs-your-cavalier-king-charles-spaniel-cant-live-without-you/\" target=\"_blank\">Petcha</a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/King-Charles.png\"><img class=\"alignnone wp-image-9629 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/King-Charles.png\" alt=\"King Charles\" width=\"899\" height=\"771\" /></a>\r\n\r\n<strong>I\'m low maintenance\r\n</strong>Photo courtesy of <a href=\"http://mentalfloss.com/article/71532/11-solid-facts-about-english-bulldog\" target=\"_blank\">Mental Floss</a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/English-Bulldog.png\"><img class=\"alignnone wp-image-9631 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/English-Bulldog.png\" alt=\"English Bulldog\" width=\"517\" height=\"345\" /></a>\r\n\r\n<strong>I have a tendency to talk myself into trouble\r\n</strong>Photo courtesy of <a href=\"http://buzzsharer.com/2015/05/15-things-only-a-mastiff-owner-will-understand/\" target=\"_blank\">Buzzsharer</a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Mastiff.png\"><img class=\"alignnone wp-image-9632 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Mastiff.png\" alt=\"Mastiff\" width=\"900\" height=\"507\" /></a>\r\n\r\n<strong>I\'m energetic</strong>\r\nPhoto courtesy of <a href=\"http://www.usnews.com/news/sports/articles/2016-02-13/at-westminster-border-collies-the-breed-to-beat-for-agility\" target=\"_blank\">US News</a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Agility.png\"><img class=\"alignnone wp-image-9633 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Agility.png\" alt=\"Agility\" width=\"899\" height=\"600\" /></a>\r\n\r\n<strong>I need something that will love me right back</strong>\r\nPhoto courtesy of <a href=\"https://www.instagram.com/p/BBKoqxRFubD/?taken-by=sugarmuttsrescue\" target=\"_blank\">Sugar Mutts Rescue</a>. Bella and Sprout are both available for adoption!\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Shelter-dogs.png\"><img class=\"alignnone wp-image-9634 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Shelter-dogs.png\" alt=\"Shelter dogs\" width=\"900\" height=\"899\" /></a>', 'Reimagining the Brand Architecture at the Westminster Dog Show', '', 'publish', 'open', 'open', '', 'reimagining-the-brand-architecture-at-the-westminster-dog-show', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/reimagining-the-brand-architecture-at-the-westminster-dog-show', 0, 'thinking', '', 0),
(1059, 1, '2016-03-01 15:44:33', '2016-03-01 15:44:33', '<strong><a title=\"What Does Your Business Stand For?\" href=\"http://www.cbx.com/blog/what-does-your-business-stand-for/\" target=\"_blank\">Last week in our series of 2016 predictions, we took a look at B2B companies to see how they use verbal strategies to communicate what they do in a more meaningful way.</a> This week, we’re turning our attention to the new communication that’s emerged from the latest and greatest trends in healthcare. </strong>\r\nWe’ve seen a new wave of trends emerge that are changing the way we think about healthcare. What’s driving this change? People. As consumers, people are empowered by choice and are used to being heard. We’re now seeing patients engage with the healthcare system with their consumer expectations. While the industry has received a great deal of political attention with policy changes and debate over regulation, what’s remarkable, is that if we move past the political chatter, the healthcare industry’s voice is optimistic.\r\n\r\n<strong>Evolution MD</strong>\r\nOne company that’s leveraging smarter, more customized care is <a href=\"https://sherpaa.com/\" target=\"_blank\">Sherpaa</a>. Through their app, you can send a message to a physician to see if an emergency room visit is necessary or not. As the name cleverly suggests, this service acts as your guide to “smarter healthcare” and to hoping it’s not as bad as it looks. The company <a href=\"https://www.medicast.com/\" target=\"_blank\">Medicast</a> has shown that empowering caregivers can make a world of difference. With seamless mobile technology, the company provides caregivers the tools to offer home health services that are “extending care beyond the four walls.” The name itself is suggestive of the medical industry breaking through the traditional environment and casting the availability-of-care to a wider array of people.\r\n\r\n<strong>Hidden In Plain Sight</strong>\r\nThe California start-up, <a href=\"https://getheal.com/\" target=\"_blank\">Heal</a>, paints a picture of a very promising outcome. They provide physicians that do on-demand house calls to your home in less than 60 minutes. What’s astonishing is that they were able to trademark their name. The healthcare industry is so used to having complicated, cryptic names (for example Pfizer, AstraZeneca, etc.) that are very hard to get approved by regulatory. It’s incredibly refreshing to see a name that’s going back to basics in a simple way that still holds meaning. I also can’t help but wonder if the name is a double-entendre for being “at your heel,” or at your beckon call. Another company that’s big on being clear and straightforward is <a href=\"https://www.pillpack.com/?utm_source=google&amp;utm_medium=cpc&amp;utm_campaign=%5BAL%5D%20-%20%5BBranded%5D%20-%20PillPack%20-%20Search&amp;utm_content=PillPack&amp;utm_term=pillpack&amp;asid=1000001&amp;c3api=0802,74786523739,pillpack,e&amp;gclid=CIzVhuHnn8sCFQYuaQodDaUIHg\" target=\"_blank\">PillPack</a>, the online pharmacy. Their descriptive name really reflects how easy they want to make the experience for people. The full-service pharmacy sorts your medication by day and time and puts it in a convenient on-the-go pack. Simplicity at its finest.\r\n\r\n<strong>Take the Alternate Route</strong>\r\nIt’s too often we hear people say, “there has to be a better a way.” Finding a doctor, getting referrals, understanding drug tiers, etc. There are many complexities when dealing with the system and people really value painless experiences (pun intended). The company <a href=\"https://betterdoctor.com/\" target=\"_blank\">BetterDoctor</a> is doing just that. With such a straightforward name, they can quickly and clearly communicate to people that they are here to help find and connect them to not just any old doctor, but a better doctor. By providing information on doctor’s education, experience and other patient’s reviews they increase transparency to help you make an easier decision. Taking a slightly different naming approach, the new health insurance company, <a href=\"https://www.hioscar.com/\" target=\"_blank\">Oscar</a>, seeks to reinvent the way we think about health insurance. Their minimalist, but inviting communication takes insurance to a more humanized level. By using the name of a person, they help people think they’re dealing not with a money-hungry company, but more like a friend that’s looking out for you. It’s a service you’d actually want to opt in to.\r\n\r\nAs you can see, we’re hearing a different tune in the healthcare industry. Smart, simplified solutions are exactly what people are asking for and they’re being delivered in a more refreshing and break-through manner. As the industry continues to innovate around consumer-driven expectations, we expect to keep seeing companies push into more emotional and creative communications that are a departure from what we’ve traditional seen in the landscape.\r\n\r\nPhoto courtesy of <a href=\"http://leadershiphq.com.au/10-tips-for-confident-leaders/\" target=\"_blank\">Leadership HQ</a>\r\n\r\n&nbsp;', 'In 2016, Healthcare Is All About Optimism', '', 'publish', 'open', 'open', '', 'in-2016-healthcare-is-all-about-optimism', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/in-2016-healthcare-is-all-about-optimism', 0, 'thinking', '', 0),
(1060, 1, '2016-03-15 20:23:40', '2016-03-15 20:23:40', '<strong><a title=\"In 2016, Healthcare Is All About Optimism\" href=\"http://www.cbx.com/blog/in-2016-healthcare-is-all-about-optimism/\">Last week in our series of 2016 predictions, we took a look at coming trends in life sciences. </a>This week, we’re turning our attention to consumer brands—what’s in and what’s out when it comes naming and writing for consumer goods and services. </strong>\r\nThe first millennials turn 35 this year. They are coming of age as leaders of industries and heads of movements, and nearing their maximum earning potential. They are now the holders of the average household’s purse strings. Not surprisingly, the way consumer goods like apparel, food or personal care products are marketed has shifted dramatically to appeal to a generational demand for transparency, authenticity, and purpose. Here is our take on what will be in and what will be out for consumers in 2016.\r\n\r\n<strong>OUT: Faux Founders </strong>\r\n<strong>IN: Mascots</strong>\r\nCreating a fictitious founder has long been a trick namers have pulled out of their magic naming hats as a shortcut to authenticity. Sadly, there is no<a href=\"http://www.mrspauls.com/Products/Fish-Sticks/Crunchy-Fish-Sticks.aspx\" target=\"_blank\"> Mrs. Paul</a> cooking up fish sticks in a quaint seaside cottage. <a href=\"http://www.bettycrocker.com/\" target=\"_blank\">Betty Crocker</a>? A figment of marketing imagination. <a href=\"https://www.drpepper.com/en\" target=\"_blank\">Dr Pepper</a> was never a real doctor, nor a real person, for that matter. This time-honored naming trope may have worked with Boomers and Gen Xers, but just doesn’t fly with Millennials. For them, there is no shortcut to heritage. So what’s a namer to do? This is where the mascot comes into play. Brands like <a href=\"https://casper.com/home\" target=\"_blank\">Casper</a> and <a href=\"https://www.hioscar.com/\" target=\"_blank\">Oscar</a> use uncommon names as analogies that say, “If our brand were a person it would be this type of person.” The names paint a picture of the brand’s character without going as far as inventing a false identity. By the way, not all is lost. <a href=\"http://saraleedesserts.com/about-us/\" target=\"_blank\">Sara Lee</a> and <a href=\"http://www.chefboyardee.com/history/\" target=\"_blank\">Chef Boyardee</a>? They’re real.\r\n\r\n<strong>OUT: Crazy Coined Names </strong>\r\n<strong>IN: Under-used real words</strong>\r\nNearly 400,000 new trademarks are filed every year in the US alone. Fitting into a trademark landscape that grows more and more crowded by the second takes creativity, and in some cases, an embrace of the absurd. This is what prompted the emergence of the crazy-coined-name boom born from the dot-com boom. Hallmarks of that era include naming gems like Razorfish, <a href=\"https://en.wikipedia.org/wiki/Flooz.com\" target=\"_blank\">Flooz</a>, <a href=\"https://en.wikipedia.org/wiki/Kazaa\" target=\"_blank\">Kazaa</a>. All typify a reliance on coining and the liberal use of the letter “z”. Now, we are more likely to unearth a real word that perhaps hasn’t been in everyday use for a while. Take <a href=\"https://gimletmedia.com/\" target=\"_blank\">Gimlet Media</a> – the name NPR’s Alex Blumberg selected this year for his new podcast media company. The name is a throwback to a Madmen era cocktail that fell from the mainstream decades ago. An old-fashioned name is refreshed in modern usage, signaling a new era in which sparkling conversation returns to media.\r\n\r\n<strong>OUT: Heavy-Handed Brands </strong>\r\n<strong>IN: Un-Brands</strong>\r\nIn the eighties and nineties consumers couldn’t get enough brand names. Every t-shirt, every purse, every box in the pantry had a big, impressive brand name or logo. The pendulum has most definitely swung. Enter the era of normcore, a fashion trend characterized by average and unpretentious style. The normcore lifestyle not only pervades the fashion world, but has seeped into all aspects of the consumer landscape. This year General Mills launched <a href=\"https://www.thegoodtablefoods.com/\" target=\"_blank\">The Good Table</a>, a straightforward, understated brand with a simple promise to put more good meals on the table. No pomp. No circumstance.\r\n\r\nAnd with that, we close out our predictions for naming and writing this year. Until next year.', 'Consumer Brands: You\'re Either In Or You\'re Out', '', 'publish', 'open', 'open', '', 'consumer-brands-youre-either-in-or-youre-out', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/consumer-brands-youre-either-in-or-youre-out', 0, 'thinking', '', 0),
(1061, 1, '2016-03-22 15:23:57', '2016-03-22 15:23:57', 'First rule of the internet—don’t read the comments. Second rule of the internet—do not ask the internet to name your brand.\r\nThe Natural Environment Research Council (NERC) learned the second rule the hard way when they opened up suggestions to <a href=\"http://www.nytimes.com/2016/03/22/world/europe/boaty-mcboatface-what-you-get-when-you-let-the-internet-decide.html\" target=\"_blank\">name their new ship</a> to the internet. The ship is a £200 million polar research vessel described by NERC as “the most advanced floating research fleet in the world and will help put the UK at the forefront of ocean research for years to come.” The internet’s answer for such an esteemed vessel?\r\n\r\nBoaty McBoatface. By a landslide.\r\n\r\nHere is a list of things the internet cares about—cat videos, bacon, unclad celebrities. Here is a list of things the internet does not care about—your brand strategy, managing a complex trademark landscape, ensuring a name isn’t offensive culturally.\r\n\r\nThe internet cares about instant gratification. If you want someone to care about creating a name that lives up to your £200 million investment and will stand the test of time, call the professionals.\r\n\r\nPhoto courtesy of <a href=\"http://www.usatoday.com/story/news/world/2016/03/21/boaty-mcboatface-man-sorry-ship-name-suggestion/82068384/\" target=\"_blank\">USA Today</a>\r\n\r\n&nbsp;', '3 Reasons Why You Should Not Ask The Internet to Name Your Brand', '', 'publish', 'open', 'open', '', '3-reasons-why-you-should-not-ask-the-internet-to-name-your-brand', '', '', '2018-09-24 19:23:36', '2018-09-24 19:23:36', '', 0, 'http://cbx.cappendev.com/thinking/16/3-reasons-why-you-should-not-ask-the-internet-to-name-your-brand', 0, 'thinking', '', 0),
(1062, 1, '2016-04-15 20:12:17', '2016-04-15 20:12:17', '<a href=\"http://www.today.com/video/anna-wintour-reveals-new-look-for-taylor-swift-in-vogue-talks-met-gala-film-665828419546\" target=\"_blank\">Even mighty Anna Wintour with her power to make or break designers can’t kill the word athleisure.</a> There was a time in 2015 she could have, but that time has passed. Beyonce just launched her brand of athleisure <a href=\"http://www.vogue.com/13421769/beyonce-athleisure-ivy-park-activewear-collection-video-behind-the-scenes/\" target=\"_blank\">IVY PARK</a>. And that has everyone using the word. And if anyone can SLAY Anna, it’s QUEEN BEY. It has 75K hashtags on Instagram, over 401K hits on Google. And the second entry hit on Google for the term—an article titled “<a href=\"http://www.vogue.com/13384955/rules-for-wearing-workoutwear/\" target=\"_blank\">The 5 Golden Rules of Athleisure</a>” published in January this year by…wait for it…VOGUE. Wintour herself has contributed to the term becoming “in vogue” as they say.\r\nUsage in Vogue is all it takes to make Athleisure an official word in the fashion world. And its acceptance in Merriam Webster this year makes it an unofficial word for the rest of the world. That said, it’s not truly a real word until the Oxford English Dictionary makes it so. So far they are still holding out on Athleisure. However it’s only a matter of time. The OED loves “blend” or “portmanteau” words like Athleisure that bring two words together to create a completely new word. They brought Fauxhawk, Jorts, and Flatform shoes into the dictionary in 2014. And Hangry and Mansplain last year. We predict this is the year Athleisure is brought into the tome of the English language.\r\n\r\nMaybe Anna objects to wearing yoga pants all day, regardless of the word used to describe it. However, we suspect that the cutesy portmanteau style isn’t helping her embrace the trend. That said, it’s that adorable blending of the words that makes it attractive to the population at large and the linguists who document popular language. It’s what makes it impossible for even Anna to kill.\r\n\r\nNevertheless, who are we to refuse Ms. Wintour. If you want, Anna, we can create some less precocious options for the trend. Good luck getting them to stick. Our advice, just wait it out. Maybe Athleisure will go the way of peasant blouses and just fade away.\r\n\r\nPhoto courtesy of <a href=\"http://www.today.com/video/anna-wintour-reveals-new-look-for-taylor-swift-in-vogue-talks-met-gala-film-665828419546\" target=\"_blank\">Today</a>.', '\"Athleisure\", Not In Vogue', '', 'publish', 'open', 'open', '', 'athleisure-not-in-vogue', '', '', '2018-09-24 19:23:36', '2018-09-24 19:23:36', '', 0, 'http://cbx.cappendev.com/thinking/16/athleisure-not-in-vogue', 0, 'thinking', '', 0),
(1063, 1, '2016-05-10 22:19:37', '2016-05-10 22:19:37', '“As Gregor Samsa awoke one morning from uneasy dreams he found himself transformed in his bed into a gigantic insect.” —The Metamorphosis, Franz Kafka\r\nIt’s morning in America, folks. And as America awoke this morning, it found itself transformed into the king of beers. Today, <a href=\"http://www.fastcodesign.com/3059681/budweiser-renames-its-beer-america/4\" target=\"_blank\">Budweiser announced</a> that starting May 23rd they will henceforth be referred to as America. With that, our nation has manifested its destiny.\r\n\r\nE pluribus unum. Where there were once two brands. There is now one. If you think about it, the union between brand America and brand Budweiser could not be more perfect. Both are iconic. Both are red, white and blue. Both have moved their manufacturing bases overseas. And both can get you bombed. #Twinning.\r\n\r\nThis bud really is for you, America.\r\n\r\nPhoto courtesy of <a href=\"https://www.entrepreneur.com/article/275535\" target=\"_blank\">Entrepreneur</a>.\r\n\r\n&nbsp;', 'America: The Land Of The Beer', '', 'publish', 'open', 'open', '', 'america-the-land-of-the-beer', '', '', '2018-09-24 19:23:36', '2018-09-24 19:23:36', '', 0, 'http://cbx.cappendev.com/thinking/16/america-the-land-of-the-beer', 0, 'thinking', '', 0),
(1064, 1, '2016-05-16 20:23:09', '2016-05-16 20:23:09', 'I spent this weekend at <a href=\"http://www.adweek.com/news/advertising-branding/u-kotex-created-pop-shop-dedicated-making-periods-little-more-bearable-171466\" target=\"_blank\">The Period Shop</a> — the world’s very first pop up store dedicated to periods, created by our favorite period brand <a href=\"https://www.ubykotex.com/en-us/?WT.mc_id=UBK_Paid-Search_Gen15_EN-US_UBK-G&amp;ReferralCode=UBY-GENENU-PA-ORG-201542&amp;WT.srch=1\" target=\"_blank\">U by Kotex</a>. To say that I\'m proud to work with the CBX U by Kotex project would be an understatement. The pop-up shop brings to life the brand mission in a tangible way, and the shelves were lined with our anti-stereotype package designs. See more about how these cool, colorful designs came to be <a href=\"http://www.cbx.com/videos/cbx-u-by-kotex/\" target=\"_blank\">here</a>.\r\nThe Period Shop was inspired by a Tumblr post from a young woman, Sarah M., who partnered with U by Kotex to make her vision a reality on 5th Avenue in NYC. Part celebration, part proclamation, The Period Shop is proof that, together, we can change how we think about, talk about, and shop for periods. All proceeds benefit Susan’s Place, a NYC-based transitional residence for homeless women.\r\n\r\nAnd here are photos from my <a href=\"https://twitter.com/search?q=%23PeriodProjects&amp;src=tyah\" target=\"_blank\">#PeriodProjects</a> experience:\r\n\r\n<img class=\"alignnone wp-image-9797 size-large\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/05/IMG_20160515_143715180-1024x576.jpg\" alt=\"IMG_20160515_143715180\" width=\"1024\" height=\"576\" /><a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/05/IMG_7876.jpg\"><img class=\"alignnone wp-image-9805 size-large\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/05/IMG_7876-768x1024.jpg\" alt=\"IMG_7876\" width=\"768\" height=\"1024\" /></a> <a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/05/IMG_7877.jpg\"><img class=\"alignnone wp-image-9806 size-large\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/05/IMG_7877-768x1024.jpg\" alt=\"IMG_7877\" width=\"768\" height=\"1024\" /></a><a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/05/IMG_20160515_144104014.jpg\"><img class=\"alignnone wp-image-9800 size-large\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/05/IMG_20160515_143925345-1024x576.jpg\" alt=\"IMG_20160515_143925345\" width=\"1024\" height=\"576\" /><img class=\"alignnone wp-image-9796 size-large\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/05/IMG_20160515_144104014-1024x576.jpg\" alt=\"IMG_20160515_144104014\" width=\"1024\" height=\"576\" /></a>  <a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/05/IMG_20160515_143748645.jpg\"><img class=\"alignnone wp-image-9798 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/05/IMG_20160515_143748645.jpg\" alt=\"IMG_20160515_143748645\" width=\"483\" height=\"858\" /></a> <a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/05/IMG_20160515_143759244.jpg\"><img class=\"alignnone wp-image-9799 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/05/IMG_20160515_143759244.jpg\" alt=\"IMG_20160515_143759244\" width=\"483\" height=\"858\" /></a>\r\n\r\n&nbsp;', 'The Start of Something Big', '', 'publish', 'open', 'open', '', 'the-start-of-something-big', '', '', '2018-09-24 19:23:39', '2018-09-24 19:23:39', '', 0, 'http://cbx.cappendev.com/thinking/16/the-start-of-something-big', 0, 'thinking', '', 0),
(1065, 1, '2016-05-23 21:09:42', '2016-05-23 21:09:42', '&nbsp;\r\nCBX is proud to sponsor the 100th lap of the 100th running of the Indianapolis 500.\r\n\r\nWho do you think will win?  Will Power?  (what a NAME!)\r\n\r\n#indy500 #100thlap #100x100', 'Indianapolis 500:  100th Running, 100th Lap', '', 'publish', 'open', 'open', '', 'indianapolis-500-100th-running-100th-lap', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/indianapolis-500-100th-running-100th-lap', 0, 'thinking', '', 0),
(1066, 1, '2018-09-24 19:23:37', '0000-00-00 00:00:00', 'Gotta catch ‘em all? Since its release, Pokemon Go has reached over 30 million downloads worldwide, with over 11 million downloads in the US alone. Aside from breaking records as the most downloaded app within 7 days, the Nintendo game has sparked a contagious Pokemon fever, spreading through the nation one iPhone and Android at a time.\r\nWith this timely frenzy, it’s no surprise that brands and retailers alike are looking to capitalize on this trend and incorporate it into their marketing efforts. But how does one use this game as a tool? The easiest way is to purchase a “lure” for 10 dollars—these attract Pokemon to wherever the lure is placed for about 30 minutes. A manager at L’inizio Pizza Bar in Long Island City, Queens, told the NY Post that over the course of one weekend his shop saw a 75% increase in sales, just by attracting Pokemon and “trainers” (players of the game). It certainly makes sense: if trainers are out all day catching Pokemon there’s no time to stop home and feed themselves. The smell of pizza alone was probably enough to get them to stop for a slice.\r\n<p style=\"text-align: center;\"><a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/07/Screen-Shot-2016-07-21-at-1.50.49-PM.png\"><img class=\"alignnone size-full wp-image-10061\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/07/Screen-Shot-2016-07-21-at-1.50.49-PM.png\" alt=\"Screen Shot 2016-07-21 at 1.50.49 PM\" width=\"686\" height=\"856\" /></a>\r\n<em>A sign outside of L\'inzio Pizza Bar enticing Pokemon trainers</em></p>\r\nIn addition to lures, other retailers are offering discounts to successful trainers that have caught Pokémon in their stores, and a café in Pennsylvania even offered a 10% discount to people just for having the app on their phone. Doughnut Plant in NYC used Facebook to promote their “Pokeseed” doughnut, while also emphasizing the fact that two of their locations are PokeStops (where trainers can get free pokeballs), and one is a gym (where trainers can battle other trainers with their Pokémon). With the upcoming launch in Japan, McDonald’s will be the first paying sponsor of the game by making 3,000 of its locations gyms.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/07/Screen-Shot-2016-07-21-at-2.06.20-PM.png\"><img class=\"alignnone size-large wp-image-10062\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/07/Screen-Shot-2016-07-21-at-2.06.20-PM-1024x495.png\" alt=\"Screen Shot 2016-07-21 at 2.06.20 PM\" width=\"1024\" height=\"495\" /></a>\r\n\r\nHowever, with all the good it’s done for businesses that’s not to say using Pokémon Go as a marketing tool doesn’t come with some challenges. Some retailers have complained that these “trainers” have interrupted regular shoppers by blocking space without any awareness of their surroundings. The trick is to offer an incentive—if a retailer has Pokémon in their store then great, but it’s important to get trainers to stop playing the game and actually buy something. Formulating a solid plan of rewarding players for entering their location has thus far been proven successful, as well as incorporating Pokemon-themed food and merchandise. Brands should take note of these retailers, and use the advantages of this craze while it lasts.\r\n\r\nHappy hunting--for trainers, that is.', 'How Retailers Are Catching Trainers Instead of Pokemon', '', 'draft', 'open', 'open', '', '', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/?post_type=thinking&#038;p=1066', 0, 'thinking', '', 0),
(1067, 1, '2016-09-06 17:58:16', '2016-09-06 17:58:16', 'Marvel’s new Iron Man will be called…Ironheart. Well done, Marvel. You could have taken the well-worn and clichéd path for naming female superheroes by calling Riri, the new female hero wearing the iron suit, Iron Woman or Iron Maiden. And while my heavy metal heart may secretly yearn to see Iron Man (a well known Black Sabbath song) together with a hard rocking reference like Iron Maiden, Ironheart bounds over old-fashioned naming conventions and soars into the future.\r\nIronheart is a name that focuses on the history and soul of the franchise over gender—after all, Tony Stark first put on the iron suit to save his heart and Marvel indicates that Riri will also put it on for not-yet-disclosed heart-related reasons. A gender-neutral name like Ironheart says, this is a superhero. A gendered name like IronWoman would say, this a girl superhero. The implication being this is a franchise designed for a female audience only. By avoiding un-necessarily gendered naming, Marvel signals to a new generation of boys and girls that we can all look up to female superheroes.\r\n\r\nNow if only other brands would take Marvel’s cue. Ahem, I’m looking at you Bic Pens for Her and Forbes Woman.', 'Ironheart: Vanquisher of Pointlessly Gendered Names', '', 'publish', 'open', 'open', '', 'ironheart-vanquisher-of-pointlessly-gendered-names', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/ironheart-vanquisher-of-pointlessly-gendered-names', 0, 'thinking', '', 0),
(1068, 1, '2016-11-01 20:42:34', '2016-11-01 20:42:34', 'Big news, food manufacturers, the FDA is making changes to the nutrition facts label. All food manufacturers will be expected to comply with these changes by July 26, 2018.\r\n<strong>What does this specifically mean for you? It means you’ll be:</strong>\r\n\r\n– highlighting calories and servings, so consumers can make more informed food choices\r\n– indicating “added sugars” instead of just “sugars”\r\n– disclosing “per serving” and “per package” calorie and nutritional information (because who ever really follows the recommended “per serving” information anyway)\r\n\r\n(as well as several other changes, but these three are the big ones)\r\n\r\nA few suggestions for you to consider when making these changes:\r\n\r\n<strong>1. Stay calm and be true to your brand</strong>\r\n\r\nRemember it’s all about authenticity these days. Don’t try to reinvent your brand as something it’s not. Consumers buy your brand and love it for a reason. Continue to do what you do best – stay true to you.\r\n\r\n<strong>2. Educate your consumers</strong>\r\n\r\nTell your consumers all the good stuff happening in your product. While many of the changes seem like doom and gloom (hello 45g of sugar in a 100% juice brand). There are a lot of great things to tell consumers about your brand too. Such as, despite being high in sugar, they get 100% of the daily value of vitamin C and there are 0 added sugars (zero, as in nada – nothing). You should also consider moving some of your brand’s positive attributes to the front panel.\r\n\r\n<strong>3. Plan ahead</strong>\r\n\r\nInstead of only making the changes required by the FDA, think ahead. Remember points 1 &amp; 2 above (“be true to your brand” and “educate your consumers”), now is the time to plan and make global changes to your brand’s front and back panel labels at the same time. We see this as a time to get smart and maximize efficiencies.', 'Food for thought on the new FDA label', '', 'publish', 'open', 'open', '', 'food-for-thought-on-the-new-fda-label', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/food-for-thought-on-the-new-fda-label', 0, 'thinking', '', 0),
(1069, 0, '2018-09-24 18:20:58', '2018-09-24 18:20:58', '', 'BlueFlame2-1', '', 'inherit', 'open', 'closed', '', 'blueflame2-1', '', '', '2018-09-24 18:20:58', '2018-09-24 18:20:58', '', 1016, 'http://cbx.cappendev.com/app/uploads/2018/09/BlueFlame2-1.jpg', 0, 'attachment', 'image/jpeg', 0),
(1070, 1, '2017-06-14 16:22:34', '2017-06-14 16:22:34', 'This year, we sent a group of CBXers to the <a href=\"http://northsidefestival.com/\" target=\"_blank\" rel=\"noopener\">Northside Festival</a>, the innovation-centric conference in Brooklyn. The sessions featured brands and speakers spanning industries in technology, food, media, entertainment and politics discussing a wide variety of topics from AI, entrepreneurship, President Trump &amp; James Comey, Instagram, and feminism to name a few. Whether it was discussing how technology would advance society, the implications of scaled information or how to innovate to tell better stories, regardless of industry, the root of all discussions rounded back to two fundamental questions: <strong><em>What are we creating and who are we creating it for?</em></strong>\r\nOur conclusion was this: As brands and agencies (and the people who shill for them) attempt to decipher how to operate in our changing times, both in business and society, it is clear that <strong>connection</strong> is what we are all seeking. At CBX, we pride ourselves in creating content, in various forms and delivered in various ways, with the belief that connecting to the lives of people is what matters most. In creating content made to share, inform, entertain and sell, we are informed and inspired by culture. It is when circumstances are uncertain, unclear, and sometimes even tumultuous, that innovating how we connect with one another in significant ways through meaningful experiences becomes all the more important.\r\n\r\n<strong>What is it?\r\n</strong>One of the first sessions that kicked off the festival was <a href=\"http://northsidefestival.com/northside-2017/schedule/speakers/2025/\" target=\"_blank\" rel=\"noopener\">“Transforming the Content Supply” </a>featuring mostly speakers from the entertainment industry. Due to the resume of the speakers, the conversation addressed ‘content’ in relation to films and shows we consume in movie theaters, on television and computer screens. Addressing the importance of diversity and the need for stories told from difference perspectives, the conclusion from the speakers was how any form of significant content needed to be both a reflection of and mover of culture. As consumers of content (and consumers of what we’re being sold), we have the power- in the form of money and voice- to dictate what’s being created and brought to us.\r\n\r\nBut what happens when that content is misused? In a session coinciding with the former Director of the FBI James Comey’s Senate testimony, the subject of content- those who delivered it, their motivations and the repercussions of how it’s spread and shared- was unavoidable. In a session presented by news organizations<em> The Intercept</em> and <em>Buzzfeed News</em>, editors and writers debated the long term effects of not just the Russian hacking but its impact on how information is produced by its creators and processed by audiences. An interesting provocation was raised by <em>The New Yorker</em>’s Adrien Chen who drew parallels between marketing, Russian troll farms and former National Security Advisor Michael Flynn; his point was the people flooding the ‘Comments’ section of many online outlets were no different than those who worked in PR to try to “shape” mass opinion and that Flynn was essentially the ultimate “Influencer.” An ability to reach a wide audience or be seen as an authority in some way has always been a method used by brands. However, when we view what we do through the dangerous lens of information manipulation, perhaps we should give our methods a second thought.\r\n\r\n<strong>Who is it for?\r\n</strong>“When you’re a brand, you must accept that consumers own your brand,” was a statement kicking off a panel addressing start-ups featuring Julie Mossler, Head of Brand at <a href=\"https://www.waze.com/\" target=\"_blank\" rel=\"noopener\">Waze</a> and Jackson Jeyanayagam, CMO of <a href=\"https://www.boxed.com/\" target=\"_blank\" rel=\"noopener\">Boxed</a>. Both companies addressed the specificities of scaling in their unique industries (in their cases, traffic &amp; navigation and bulk wholesale retail) and how important it was to focus on iterating your product for the consumer. In the case of Waze, this meant not just for consumers in urban cities and developed countries but in locales where the need was most dire. In areas with the most congested traffic, it was pointed out that Waze was working with local governments to analyze driving and traffic patterns and data so more effective infrastructure could be built. Often times, innovation is the route in seeking <em>additional</em> ways of connection. However, brands could also benefit in surveying the current ways they connect with consumer and try to make it better, asking themselves “How can I provide more effective value…especially to those who need it most?”\r\n\r\nA similar sentiment was echoed by Justin Stanwiz, the CRO of <a href=\"http://www.nanotronics.co/\" target=\"_blank\" rel=\"noopener\">Nanotronics</a>, the nanotechnology company that self describes on its website as “Combining optical microscopy, computational super-resolution, artificial intelligence and robotics….bringing the world’s most advanced microscopy to every manufacturing sector. ” Nanotronics operates in the super niche world of industrial microscopes; however its technology and products are used by a wide spectrum of manufacturers, all aiming to operate more efficiently- this is a sentiment that can be shared by all business regardless of industry. Stanwiz, stated, “Where consolidation is happening is where you’ll see innovation.” If all companies can agree that providing maximum consumer ease is the best way to connect with them, the ways in which we all start innovating won’t be to just sell more but to make people’s lives better.\r\n\r\nHowever, while brands should aim to make people’s lives better, that doesn’t mean it should be everyone all at once. Sallie Krawcheck, the CEO and founder of <a href=\"https://www.ellevest.com/\" target=\"_blank\" rel=\"noopener\">Ellevest</a>, an investment platform for women, recounted her journey of starting Ellevest and being met with skepticism of her “niche” target demographic by initial investors she pitched. Her belief was “If you’re targeting everyone, you’re targeting no one.”\r\n\r\nAs a brand, it’s wiser to target and communicate to a very focused group. But what if you’re the mass vehicle people are using to do so? Kevin Weil, Instagram’s Head of Product in a discussion with <em>Buzzfeed News</em> emphasized the company’s mission of “Strengthening relationships” which is clearly represented in the platform’s recent product releases from Stories, Live, Direct Message etc. He recalls the company’s initial offer as a platform for users to share highlights of their lives to their current ambition of being a place where users share ALL aspects of their lives. Whether it be sharing something in a DM versus to all your followers…or posting something you can recall ten years later versus one you recall for only 24 hours. Weil’s point is his brand is trying to find more ways to be apart of a person’s life which is the ambition all brands should have- how to design a product to be present in more touch points throughout a person’s life.\r\n\r\nOne industry grappling with multiple “connection” points with an added layer of context (the depth of the connection) is inarguably the music industry. In a robust conversation with executives from Beats1, Spotify and Soundcloud, the subject of streaming was addressed. While connecting people to music has never been a problem (ie. the radio, a live concert, a CD, a music video etc), the advent of Napster and streaming significantly changed the industry. Nowadays, the primary way to connect to music is through streaming services which has brought on concerns such as the decrease of album sales, the argument for/against music ownership, the heightened dependency of concerts as an income source amongst other things. As technology continues to evolve affecting the way music is made, marketed and shared, Beats1 Ebro stated, “Innovating how we connect with audiences is most important.” Again, as repeated in various session and speakers, innovating product and service is important but even more so, is <strong>innovating connection</strong>.\r\n\r\nWith contributions by:\r\nKent Lam, Associate Director Verbal Strategy\r\n\r\n&nbsp;\r\n\r\n<em>Photo courtesy of Northside Festival</em>', 'CBX @ Northside', '', 'publish', 'open', 'open', '', 'cbx-northside', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/cbx-northside', 0, 'thinking', '', 0),
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(1073, 1, '2017-06-15 17:11:55', '2017-06-15 17:11:55', 'At the <a href=\"http://northsidefestival.com/\" target=\"_blank\" rel=\"noopener\">Northside Festival</a>, <a href=\"https://www.shutterstock.com/\" target=\"_blank\" rel=\"noopener\">Shutterstock</a>, the stock photography company, sponsored master classes by experts in the technology, design and production industries addressing different facets of content. The sessions we attended were taught by Lauren Reddy, Director of Audience &amp; Development of T Studio (of <em>The New York Times</em>), Theo Ernstsson, CEO of Alpha, and Jason Schickle and Jesekeena Hahn of Shutterstock. The main takeaway from the sessions was the importance of creating content that would truly add value to a user’s lives. While each speaker represented different vantage points, courtesy of the industry they were speaking on behalf of, it was unanimously agreed upon that content is the future of marketing.\r\n<strong>1. Be useful</strong>\r\nNowadays, as a consumer, we have our pick of options. Any product or service, no matter its obscurity or location, is within arm’s reach due to the advances in technology. As technology continues to impact and shape a consumer perception and loyalties, how is a brand supposed to stand out in its value proposition? By being consistently useful. Theo Ernstsson’s session, <a href=\"http://northsidefestival.com/northside-2017/schedule/speakers/2838/\" target=\"_blank\" rel=\"noopener\">‘How to Cut Through Bullshit to Create Great Products,\'</a> proposes that experimentation and execution was the path to usefulness. He believes that by rapid iteration and rollout, brands would be able to determine if they are indeed being useful to their consumer by “solving” a problem. In looking at content through the same lens, this would mean brands must aim to create content that not just entertains, but be useful in some way- educating, informing and inspiring- but most importantly improving their consumer’s lives.\r\n\r\n<strong>2. Be unique</strong>\r\nLauren Reddy’s session, <a href=\"http://northsidefestival.com/northside-2017/schedule/speakers/2023/\" target=\"_blank\" rel=\"noopener\">\'Transforming Branded Content Topics Into Stories That Will Engage Your Audience,\'</a> began with an unsurprising statistic, “70% of Internet users prefer engaging with branded content rather than traditional advertising.” As creators of one of the most widely-praised pieces of branded content in recent years with their <a href=\"https://paidpost.nytimes.com/netflix/women-inmates-separate-but-not-equal.html\" target=\"_blank\" rel=\"noopener\">\'Women Inmates\' </a>article for Netflix, <em>The New York Times</em> clearly understands that while readers don’t necessarily mind marketing messaging, they just want the messaging to be more interestingly packaged. Developing unique, curated and fresh content that can strike an emotional chord will have a better chance of resonating. Additionally, in our Instagram and Twitter-trigger ready society, creating content primed for sharing that is also unique to each platform is important. It’s not a one-size-fits all if you’re priming your content to be scaled on social media so be weary of how it will look on Facebook versus Pinterest.\r\n\r\n<strong>3. Be mindful of trends</strong>\r\nA trend is defined as something current. But current isn’t forever. However, a trend occurs because there is a mass preference towards it, in some shape or form. While we err on caution when approaching something that feels trendy, it is important to be mindful of trends especially in the cultural and technology space. Shutterstock’s speakers point out a few key observations:\r\n\r\n<em><strong> Cultural trends:</strong></em> Nostalgia is at a high of 213% and brands across the board especially in the <a href=\"http://tvline.com/2016/02/16/fuller-house-review-netflix-series-premiere/\" target=\"_blank\" rel=\"noopener\">entertainment</a> and <a href=\"http://www.esquire.com/style/mens-fashion/news/a54070/champion-sweats-comeback/\" target=\"_blank\" rel=\"noopener\">fashion</a> industries. Health and wellness – in the form of <a href=\"http://www.glossy.co/new-face-of-beauty/new-companies-are-competing-to-make-the-vitamin-space-sexy\" target=\"_blank\" rel=\"noopener\">self-care and supplements</a> and holistic and healing <a href=\"http://goop.com/ingoophealth/\" target=\"_blank\" rel=\"noopener\">experiences and gatherings</a> -see no loss in momentum with even more brands in disparate spaces such as the <a href=\"https://skift.com/2017/06/13/upscale-hotel-brands-are-forgoing-fittech-to-focus-on-holistic-wellness/\" target=\"_blank\" rel=\"noopener\">hotel</a> and <a href=\"http://liveprimary.com/\" target=\"_blank\" rel=\"noopener\">co-working</a> industries entering the sphere. Design continues to become a mass-audience explored subject as consumers are more design-savvy than ever; specific design trends identified stated the inclination towards more color, textures and patterns as Shutterstock cited the footwear company, Havaianas as a brand reflecting colors erring towards brighter hues.\r\n\r\n<em><strong>Technology trends:</strong> </em><a href=\"https://www.theverge.com/circuitbreaker/2017/6/9/15768468/apple-vr-metal-2-steamvr-vive-wwdc-2017\" target=\"_blank\" rel=\"noopener\">Apple’s revealing at WWDC 2017 their concerted push into VR</a> is another example of brands eagerly exploring emerging technology. Immersive technology, specifically AR and VR will continue to thrive specifically as brands try to solve for how it will exist on mobile. More sophisticated immersive technology will allow for more exciting content which continues to become more visually impressive.\r\n\r\nNowadays, effective marketing messaging must incorporate content in some form. With so many points of access to a brand, whether it be physical or digital, consumers want information and imagery that will serve an additional purpose beyond just selling them something. In an era where competition is so stiff (especially against those with <a href=\"http://www.cbx.com/news/amazons-whole-foods-acquisition-is-a-big-deal-indeed/\" target=\"_blank\" rel=\"noopener\">Amazon-ian reach and scale</a>), brands must master content creation in order to resonate with consumers in the short-run and sustain their businesses in the long-run.\r\n\r\nWith contributions by:\r\nDamien Moore-Evans, Engagement Director\r\n\r\n&nbsp;\r\n\r\n<em>Photo courtesy of Northside Festival</em>', '3 Keys to Creating Content that Gets Noticed', '', 'publish', 'open', 'open', '', '3-keys-to-creating-content-that-gets-noticed', '', '', '2018-09-24 19:23:36', '2018-09-24 19:23:36', '', 0, 'http://cbx.cappendev.com/thinking/16/3-keys-to-creating-content-that-gets-noticed', 0, 'thinking', '', 0),
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(1076, 1, '2017-06-16 20:36:45', '2017-06-16 20:36:45', '<em><strong>Our strategy intern, Sarah Mitty recounts her most memorable sessions at the <a href=\"http://northsidefestival.com/\" target=\"_blank\" rel=\"noopener\">Northside Festival</a>. </strong></em>\r\n\r\nOur culture is constantly evolving. Each day is a whirlwind of new consumer behavior trends, technological achievements and political updates. Keeping up with our world is challenging enough, how are brands supposed to ensure their output is culturally relevant? Last week, I attended the Northside Festival where some of the brightest minds in innovation discussed how to accomplish this feat.\r\n\r\n<strong>Think Tech</strong>\r\nThe amount of exciting new technology discussed at the conference was mind blowing. From artificial intelligence to augmented reality platforms, a hyper-technologized future seems very close to the horizon.\r\n\r\nAlex Chung, the CEO of <a href=\"https://giphy.com/\" target=\"_blank\" rel=\"noopener\">GIPHY</a>, was confident that augmented reality would be standard in four years. This means it will likely be integrated into all parts of life from music (a hologram Justin Bieber performing a concert in your bedroom) to sports (player statistics popping up in front of your eyes) and beyond. This leaves the question: <em>What is the cultural value that AR technology will provide?</em> The panelists, Alex Chung (GIPHY), Sofia Dominguez (<a href=\"https://svrf.com/\" target=\"_blank\" rel=\"noopener\">Svrf</a>), Raj Advani (<a href=\"https://viromedia.com/\" target=\"_blank\" rel=\"noopener\">Viro</a>), Bill Marino (<a href=\"http://uruvideo.com/\" target=\"_blank\" rel=\"noopener\">Uru</a>), and Matt Hartman (<a href=\"https://betaworks.com/\" target=\"_blank\" rel=\"noopener\">Betaworks</a>) debated the ideals of communication versus entertainment. Should research and marketing aim to make long distance communication more immersive? Or should the focus be gaming and user excitement? I believe the AR industry needs to narrow down its niche in society before biting off more than they can chew.\r\n\r\nJesse Redniss and David Beck of TNT/TBS are already excited about their idea of how to put AR/VR technology to use: personalization and immersion in television programming. Previously, creating a personalized experience through TV was nearly impossible as the purpose of TV programming is to appeal to large audiences. However, with the development of AR/VR technology, there are endless opportunities for after-show immersive experiences. Perhaps programs will create AR experiences bringing viewers into the story where they can interact with the environment and characters. This will allow diehard fans a personal experience to become more involved with programming, while not isolating viewers who cannot afford or don’t have interest in AR/VR equipment.\r\n\r\n<strong>Think Action</strong>\r\nShort and long-from documentaries were discussed as an effective form of communication increasingly on the rise. Documentaries have developed from art for art’s sake into agents of education and change. <em>VICE</em>, a long-form documentary platform (amongst many other things) has added a feature where after watching a segment, viewers are directed to a space where they can enact real change regarding the issue in the documentary - this may be a petition they can sign or a place to donate money. In whichever capacity they choose to act, viewers feel like they are making a change, which gives them greater purpose and keeps them coming back to <em>VICE</em>.\r\n\r\nThe newly heightened political atmosphere has also left certain groups needing to speak out now more than ever. In a panel entitled <a href=\"http://northsidefestival.com/northside-2017/schedule/speakers/3462/\" target=\"_blank\" rel=\"noopener\">\'Shutting Down Sexism: Women in Media Get Loud,\'</a> prominent female journalists including Liz Plank (<em>Vox</em>), Lauren Duca (<em>Teen Vogue</em>), Rebecca Carol (<em>WNYC</em>), and Jessica Bennet (author and writer, <em>The New York Times</em>) discussed how to combat sexism and racism in today’s society and how using social media could enact serious political change. Whether it is engaging with more diverse women or creating and participating in a social media movement (e.g. the “<a href=\"https://twitter.com/search?q=%23notmylockerroom&amp;src=typd\" target=\"_blank\" rel=\"noopener\">#notmylockerroom</a>” campaign), the tools of our modern society can be used to rally mass voices and promote equality.\r\n\r\nAs different forms of media and technology continue to evolve and become more sophisticated, it is encouraging to see it also compel people to act, engage and participate in conversations and issues in positive ways.\r\n\r\n<strong>Think Culture</strong>\r\nConsumer preferences and expectations are changing at a rapid speed. What may have been all the rage last year may now be outdated, even for large-scale ideologies.\r\n\r\nIn a fireside chat, <em>Fortune</em> and Ian Schrager, creator of the “boutique hotel” concept, discussed how culture changes and as such, definitions of ideologies change alongside it; for example, such as what luxury means today (and to what groups of people). In witnessing the continued rise of the more economical Airbnb platform, Schrager has started reevaluating the role of hotels in society. He foresees an evolution of hotels as places for community and face-to-face interaction. Schrager mentioned the idea of country-club style hotels in the future, made to promote networking and social interaction. Perhaps he had in mind <a href=\"https://qz.com/1002728/the-man-who-invented-the-boutique-hotel-has-a-new-concept-of-luxury-for-all-for-the-digital-age/\" target=\"_blank\" rel=\"noopener\">his recently opened “luxury for all” hotel PUBLIC in New York when discussing this subject.</a>\r\n\r\nAs culture continues to progress, there are so many more ideas and tools for us to juggle. It’s easy to get lost in the shuffle of technology, current events, and consumer preferences. What I took away from the conference is this: <strong>It is crucial to make sure new products and experiences stay up-to-date with the changing times.</strong> Staying culturally relevant can bring any new development to the foreground of contemporary society, where it can make the most impact.\r\n\r\n&nbsp;\r\n\r\n<em>Photo courtesy of Northside Festival</em>', 'Keeping Up With Culture: How to Stay Relevant', '', 'publish', 'open', 'open', '', 'keeping-up-with-culture-how-to-stay-relevant', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/keeping-up-with-culture-how-to-stay-relevant', 0, 'thinking', '', 0),
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(1078, 1, '2017-07-10 20:35:13', '2017-07-10 20:35:13', 'As legacy brands continue to expand into different verticals and technology offering more choice and points of purchase for consumers, brands in all industries must reckon with the old adage faced in the modern business era: <strong>What comes next?</strong>\r\nThe concept of disruption is not a new one. But typically, it refers to a\r\nbrand attempting to make waves in a market it exists in. However, some of the biggest innovations in the past decades have been brands willing to foray into creating products and services not in their direct wheelhouse- who would’ve thought a computer hardware maker would have disrupted (and possibly saved) the music industry so massively and drastically? The act of disrupting your own brand- your value proposition, your core offering, your target demographic, the list goes on-is a harder path for brands. Understandably so, why would a brand risk the equity they’ve accumulated over the years in their category? Because, as Ted Minnini points out, <a href=\"https://www.packworld.com/article/package-design/strategy/disrupt-being-disrupted\">“If a brand stakes out its ground as a disruptor, it has to build a culture that will keep on disrupting. Because if it doesn’t, another brand will come along and disrupt the disruptor.”</a>\r\n\r\nAt CBX, we work with brands across the spectrum of food, health, retail and cosmetics just to name a few. Our specialties include everything from packaging design, branded environments, product innovation and experiential engagements amongst others. While our legacy is built on tackling these individual touch points, our bigger purpose has always been to architect strong brand universes. Whether it is naming a product, designing an identity or helping build stores, it is always apart of a bigger brand story built to be resilient over time. Essentially, the building blocks we help create for a brand are anticipatory of the fact that brands might want to disrupt themselves one day.\r\n\r\nSo how do you build a resilient brand? As an example, we’ll look at the typically tradition-adherent world of private labels. Most private labels work from the inside out: creating and designing products in service of financial goals and quantitative cues. Often, this means, products are rolled out with secondary regard to qualitative considerations and how much of a unique value proposition the item provides to the consumer other than price. Consequently, these private labels resonate with the consumer in generic less meaningful ways.\r\n\r\nHowever, there are standouts like Trader Joe’s, Sam’s Club and <a href=\"https://www.wsj.com/articles/why-wal-mart-is-worried-about-a-german-grocer-1494927001\" target=\"_blank\" rel=\"noopener\">Lidl, the German supermarket chain that recently announced their official US entry</a>, who allot themselves enough space to continually expand into different categories meaningfully but stay true to its core brand values. By diverging from the typical private label mindset, instead they begin at the foundation of their brand: <strong>Does the product perpetuate what we, as a company stand for?</strong>\r\n\r\nTrader Joe’s is a prime example of what is essentially a private label brand creating products that are competitive and differentiated with national brands (80% of its product bear the ‘Trader Joe’s’ brand name). As a brand, it is unified in its strategy, positioning, execution and marketing. Their product offer rollouts operate within clear guardrails of the brand while respecting the operational logistics of a private-label enterprise. Their merchandising is unique and diverse and the product rotation is swift and consistent. Trader Joe’s is able to innovate quicker than others because they think like a small manufacturer but operate like a big retailer. This can perhaps be attributed its current owners, Aldi, who operate over 10,000 stores in Europe with a similar model: private label focused and on-trend merchandise sold at lower prices presented in a well-designed setting.\r\n\r\nSimilarly, Member’s Mark from Sam’s Club is another brand built for resilience in both its operating structure and how it merchandises and markets products to consumers. With its recent “A Wonderful Quest” campaign, which emphasizes their commitment to sourcing unique and high-quality products in its Member’s Mark line, Sam’s Club has turned the mundane activity of grocery shopping into a journey of discovery for consumers.\r\n\r\nAdditionally, they use packaging not merely as a design exercise but a brand vehicle. The design, from a jar of olives to a pack of pasta, references a bigger story – whether it be the origin of where it came from or why it was unique enough to be selected for Member’s Mark.\r\n\r\nFrom its wide and eclectic product offering to its discerning packaging design, Sam’s Club has elevated private label items by introducing each item with a narrative whether be its origin, creation or otherwise. Because of this smart strategy, shoppers aren’t just buying another item, they are going through a culinary experience.\r\n\r\nLidl, the German grocery giant, entering the US market as of last week is another great example of a brand operating along the same lines as Trader Joe’s and Sam’s Club. The private-label based company’s approach to brand, design and product is driven by extremely high quality standards and limited but relevant variety. Simplicity and value are the cornerstones of their operating model and its packaging design is unique unless it’s used to call out a specific product value proposition like gluten-free. Its presence in the US will undoubtedly impact the aforementioned brands alongside numerous others.\r\n\r\nThe growth of omni-channel and blurring of retail channels is making brands redundant- in either operations or more literally, in its existence. Those brands failing to evolve and reinvent themselves within the changing shopping landscape are quickly disappearing. On the other hand, the ones who have designed their brands to be resilient by remaining focused and targeted on their core values and creating strong brand universes have been able to quickly expand and pivot as need be. Technology continues to enhance convenience making the need to physically step foot into a store obsolete. In the overwhelming choice-filled digital world, product differentiation is less clear and it is those brands that create experiences from their brands- through environment, packaging and unique value proposition- that will come out on top.', 'How Do You Create Brand Resilience?', '', 'publish', 'open', 'open', '', 'how-do-you-create-brand-resilience', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/how-do-you-create-brand-resilience', 0, 'thinking', '', 0),
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(1082, 1, '2017-08-24 14:20:04', '2017-08-24 14:20:04', '<em>Every summer at CBX, we welcome a talented group of interns to work across our design, strategy and client management departments. Alongside working on client projects, we task our interns with a group project to work on autonomously together. We ask them to combine their individual department expertise and work on the project as if it were a real-life client brief. Our ask:<strong> Develop a product and brand experience marketed to the C-suite.</strong></em>\r\n<em>Here’s a recap from the group themselves. Thanks to our class of Summer 2017: Sarah Mitty, Marie Daigle, Megan Brown, Eric Higgins, Darby Philbrick, Lindsey Case, Rachel Bergmann, and Emily Schaefer.</em>\r\n\r\n<strong>Phase 1: Assessing the ask</strong>\r\n\r\nAs a group that joined CBX eager to learn about as many aspects of branding and design as possible, we were excited about the broad and intriguing ask. Specifically, the opportunity to tackle an all-encompassing brief that would allow each of us to participate in duties beyond our departments. After our initial briefing, we collectively agreed the biggest challenge of the ask was how to market a product to a group we knew very little about. As a group of Millennials, we had few insights about C-suites, and realized our best bet would be to first learn and understand more about this very specific selection of people.\r\n\r\n<strong>Phase 2: Understanding our target</strong>\r\nOur first step was to focus in on our target demographic. In order to create a product that would appeal to them, we needed to understand the attitudes and behaviors of C-suites.\r\nAfter diving into research about this demographic, we gathered plenty of information on where our target liked to spend their time and income. However, we struggled to find a deeper insight that connected the C-suites on an emotional level. Through brainstorms with our mentors and individual soul searching, we realized the one thing that united them: <strong>the desire to accomplish great things through innovation.</strong>\r\n\r\nFrom this insight, we decided to create a product that would help increase mental power, leading us to the energy and nutrition category. We conducted a food and drink audit on various types of energy products from caffeinated ice cream to natural kombucha. Due to the oversaturation of energy foods and general lack of premium coffee replacements, we finally narrowed down our product to be a caffeinated energy drink. We divided the energy drink category into two audits: extreme (e.g. Red Bull, Moster) versus premium (e.g. Hackamore, Uptime). From these audits, we identified visual and verbal tonality and key messages that were working successfully and also took note of category generalizations to avoid.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2017/08/b2.jpg\"><img class=\"alignnone size-full wp-image-10687\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2017/08/b2.jpg\" alt=\"\" width=\"624\" height=\"361\" /></a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2017/08/b3.jpg\"><img class=\"alignnone size-full wp-image-10688\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2017/08/b3.jpg\" alt=\"\" width=\"624\" height=\"361\" /></a>\r\n\r\n<strong>Phase 3: Strategy</strong>\r\n\r\nOnce we finally decided on the energy drink category, we tackled strategy. We began with examining the white space in the category in combination with our target consumers to figure out how we could successfully position ourselves as a brand new option.\r\n\r\nOne strategic direction emerged: <strong>Positioning ourselves as a mental energy drink rather than promoting physical energy.</strong> From our competitive audits of both the extreme and premium energy categories, we identified that most other brands highlight physical energy, using sports imagery and messaging promoting motion and activity. Since our target consisted of high-aptitude people, we recognized the need for a drink that focused on mental energy. However, our challenge was to convince these A-type people who most likely believed they were already superior in their mental capabilities, that they needed more.\r\n\r\nThis led to our belief and purpose statement in communicating that the brain has an entire realm of untapped creative potential and our product would help facilitate the connection. We created the name, “<strong>nth°</strong>”, emphasizing uncapped energy and creativity. This strategy allowed us to focus on the science of the mind and potential for world-changing innovation as we entered the design phase.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2017/08/b4.jpg\"><img class=\"alignnone size-full wp-image-10689\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2017/08/b4.jpg\" alt=\"\" width=\"624\" height=\"323\" /></a>\r\n\r\n<strong>Phase 4: Design</strong>\r\n\r\nInitially, we designed two different concepts, “Down to a Science,” which focused on the world of untapped scientific brain power and “Mindful Minimalism,” which focused on sleek, straightforward intelligence. Our original sketches and renderings had a wide range of interpretations, with everything from intelligent symbols like light bulbs to fierce animals to creative patterns. Ultimately, we decided on Mindful Minimalism[SM1] , because it was unique to the category while still appealing to the C-suite consumer.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2017/08/b5.jpg\"><img class=\"alignnone size-full wp-image-10690\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2017/08/b5.jpg\" alt=\"\" width=\"624\" height=\"405\" /></a>\r\n\r\nOur final design was a perfect combination of all our ideas. From the structure to the degree sign, nth° owns the hexagon, which symbolizes an energy molecule. Much like our C-suite consumer, the front of the pack was clean and sleek. The flood of pattern that appears on the inside represents their creativity and innovation. The hexagonal pattern is infinite, conveying the limitless potential of the mind. The colors were inspired by premium whiskey packaging and the pop of gold gives the package an elite accent. Our copy is motivational, smart and confident , reflecting our brand personality.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2017/08/b6.jpg\"><img class=\"alignnone size-full wp-image-10691\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2017/08/b6.jpg\" alt=\"\" width=\"624\" height=\"321\" /></a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2017/08/b7.jpg\"><img class=\"alignnone size-full wp-image-10692\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2017/08/b7.jpg\" alt=\"\" width=\"624\" height=\"405\" /></a>\r\n\r\n<strong>Phase 5: Brand Activation</strong>\r\n\r\nFor the brand activation, we wanted to create a physical experience that reflected our brand values of innovation and intelligence while also making something that C-suites would take time out of their day to engage with.\r\n\r\nTo promote the idea of extraordinary innovation, we decided on creating the “nth° tour,” which would bring some of the world’s top innovators to speak at an event taking place in a unique hexagonal structure resembling our packaging. The top agencies in the area would be invited to the event, promoting an exclusive atmosphere that would be attractive to C-suites. The event would also feature free samples of our product and opportunity for the attendees to network and share ideas.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2017/08/b8.jpg\"><img class=\"alignnone size-full wp-image-10693\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2017/08/b8.jpg\" alt=\"\" width=\"624\" height=\"417\" /></a>', 'Summer 2017 Interns: Introducing nth°', '', 'publish', 'open', 'open', '', 'summer-2017-interns-introducing-nth', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/summer-2017-interns-introducing-nth', 0, 'thinking', '', 0),
(1083, 0, '2018-09-24 18:21:03', '2018-09-24 18:21:03', '', '1-in-storeB-1', '', 'inherit', 'open', 'closed', '', '1-in-storeb-1', '', '', '2018-09-24 18:21:03', '2018-09-24 18:21:03', '', 1025, 'http://cbx.cappendev.com/app/uploads/2018/09/1-in-storeB-1.jpg', 0, 'attachment', 'image/jpeg', 0),
(1084, 0, '2018-09-24 18:21:04', '2018-09-24 18:21:04', '', 'InspirationBlog_Aimee-1', '', 'inherit', 'open', 'closed', '', 'inspirationblog_aimee-1', '', '', '2018-09-24 18:21:04', '2018-09-24 18:21:04', '', 1026, 'http://cbx.cappendev.com/app/uploads/2018/09/InspirationBlog_Aimee-1.jpg', 0, 'attachment', 'image/jpeg', 0),
(1085, 1, '2017-09-14 19:34:28', '2017-09-14 19:34:28', 'At CBX, we create brand experiences designed for cultural and commercial impact. What does this mean in our ever-changing landscape of evolving business, technologies and consumer interests? On a daily basis, we’ll continue to investigate and explore this notion through the brands and leaders we both work with and are inspired by. In a more straightforward and IRL experience, we decided to dig further into this via our first event series, <strong>#StraightTalk.</strong>\r\nPlain and simple, we see #StraightTalk as an opportunity to connect with disruptors and provocateurs in their industries to converse on all topics relating to business, culture and commerce. #StraightTalk is our way of facilitating an exchange of ideas from people spanning the spectrum of industry. We will be experimenting with different formats, video content and unexpected guests along the way. We don’t necessarily know where the road is headed but we promise, we’ll keep the talk straight and everything else crooked as hell.\r\n\r\n<strong># 1: The Catch 22 of Big </strong>\r\n\r\nIn <a href=\"https://www.cbinsights.com/reports/CB-Insights_Dining-on-Disruption-Webinar.pdf\" target=\"_blank\" rel=\"noopener\">a recent study from CB Insights</a>, global food and beverage funding since 2012 has added up to $5.9 billion across 1300 deals. Take a look around your grocery store and you’ll see hundreds of new brands with about $2 billion in fresh funding that didn’t exist 5-10 years ago. Unicorns like Sabra are on their way to $1 billion dollars in revenue while Chobani, heading towards a cooler $2 billion, is barely a decade old and currently sitting as the top yogurt company in the US. Retail channels like Trader Joe’s, Lidl and Aldi continue to disrupt the traditional supermarket and grocer category while eye-raising mergers and acquisitions such as the recent Amazon and Whole Foods deal promise to profoundly impact brand and consumer behavior and expectations.\r\n\r\nAs an agency that has worked with brands, big and small, up and down the shelf and aisle, we couldn’t help but wonder how these radical changes are affecting them. Whether you’re a legacy brand looking to evolve or a start-up looking to scale, the new landscape of seemingly limitless choices, new shopping platforms, and endless competitors encroaching your product and category territory, the old ways of maintaining and growing your companies are being challenged at every turn.\r\n\r\nIn our first #StraightTalk, we invited one of leading purveyors of the healthy snacking movement, Noha Waibsnaider, founder of <a href=\"http://peeledsnacks.com/\" target=\"_blank\" rel=\"noopener\">Peeled Snacks</a> for a conversation with her old friends, CBX’s CMO Dustin Longstreth to discuss their perspectives from opposite vantage points and answer: <em>In the world of food, how do you think small when you’re big…and how do you go big when you’re small?</em>\r\n<p style=\"text-align: center;\"><strong>Dustin: \"There is a paradox happening, big brands having to act small because small competitors are fiercely coming after them. It’s death by a thousand cuts.\"</strong></p>\r\nThe conversation kicked off with Noha addressing her pre-Peeled days. Prior to starting her company, she worked at a conglomerate that made products across categories. Interestingly, she mentioned interacting with food scientists in a lab that stated, in reference to the “foods” they were creating, that they “wouldn’t eat this stuff.” While at its inception, these “foods” might have been quality products, as each year progressed, engineering them to be more cost-effective was the recurring pattern with increasingly less consideration towards quality. Her experiences led to her lightbulb of an idea to create healthy, natural and importantly, real snacks.\r\n<blockquote>\r\n<p style=\"text-align: center;\"><strong>Noha: “When I started Peeled Snacks, people didn’t understand what I was saying. For instance, they didn’t know there was a difference between added sugar versus real sugar from fruit.”</strong></p>\r\n</blockquote>\r\nWhen she introduced Peeled Snacks back in 2005, it was just the beginning of more health-conscious eating attitudes. We forget that not long ago, items like Cheez Whiz where routinely featured at the forefront of the supermarket. While we believe this might have to do with <a href=\"https://www.cnbc.com/2017/06/15/millennials-like-small-food-companies-but-big-brands-arent-dead--yet.html\" target=\"_blank\" rel=\"noopener\">a certain generation</a> (and their mindset when it comes to brand values and money spent towards experiences,), both Dustin and Noha agreed the uptick in higher quality products was clearly reflective of the shift in consumers desiring more socially-conscious and purpose-driven brands. And bigger food conglomerates acted, and are continuing to act accordingly.\r\n\r\nBeloved “small” brands we’ve come to know and love such as <a href=\"https://www.kindsnacks.com/\" target=\"_blank\" rel=\"noopener\">Kind Snacks</a> and <a href=\"http://www.annies.com/\" target=\"_blank\" rel=\"noopener\">Annie’s</a> are no longer independently owned. The rise of these acquisitions are due to these companies understanding the shift and realizing their abilities to leverage their infrastructure to support these growing companies. Noha stated for a company like Peeled, which is still independently owned, that this is exciting for her as bigger budgets, operational capabilities and people are dedicating themselves to scoping out companies like hers. She maintains that savvier consumers nowadays demand trust from brands they consume which may be harder to cultivate from the ground up with bigger brands. The key with seeking out a smaller brand to align with is commonly shared roots and values that the consumer will then feel comes from a more authentic place.\r\n\r\nHowever, when a small company goes “big,” what happens to the culture? Dustin raised this issue as this is often a challenge CBX tackles for many of the brands we work with- how to maintain a bespoke culture while scaling. From the perspective of a smaller company, Noha was adamant that a successful company needed a mission aligned and driven purpose her employees understood and got behind. She brought up Peeled’s unique offer of additionally compensating her employees with stock options, as she truly wanted people to literally, feel part of the company.\r\n\r\nThe pattern of conversation seemed to follow that as companies grew, their behavior needed to harken that of much smaller, agile and employee-conscious brands, leading Dustin to ask, “Is the era of mega brands over?’ Our observation on the numerous grocer brands we work with, is that we’ve noticed the growing power of those brands at the perimeter of the stores, less so the center. The prevailing mentality of the consumer is the desire to <em>discover</em> within the store, or as Dustin put it, “Help <em>me</em> find <em>you</em>.” Because of this new mindset, the competition amongst both big and small brands to stand out on shelf and connect with the consumer is much more fierce. For a brand like Peeled, Noha stated that maintaining differentiation through a consistent stream of conversation with their consumers, specifically through digital channels like social media allows them to remain competitive.\r\n\r\nThe conversation wrapped with a Q&amp;A session with audience members for Noha:\r\n\r\n<em><strong>Q: As a smaller brand without a lot of capital, what drives your decision-making?</strong></em>\r\n\r\nNoha: It has to be more qualitative than quantitative. As a smaller company, we don’t have the time to do long drawn out studies, layers of committee or board members to go through or as much money for R&amp;D. We behave more agile for instance, innovating around what we discover at trade shows or teaming up with an array of partners.\r\n\r\n<em><strong>Q: Trends such as kale and charcoal have usurped the market lately. Do you believe consumers or brands are dictating this?</strong></em>\r\n\r\nNoha: Brands have some of the power but not all of it. I learned early that that brands alone can’t change the conversation, it requires many and much bigger parties. Peeled was one of the first brands to put “No added sugar” as a call out on our labels but everything didn’t change because of us. That involved government intervention about educating consumers on what this meant; additionally, doctors, nutritionists, retailers also had to get on board. Power comes in numbers and when many brands get together to try to make a change, grocers listen. Its less about a sole product but more “portfolio” based thinking. We’ve come to understand the importance of having really strong competitors because strong players make a strong impression and you can make a bigger impact when you’re not just a product, but also a category.\r\n\r\nThe importance of <strong>product</strong> differentiation, <strong>brand</strong> equity, and a strong business <strong>culture</strong> were the key takeaways of the night. A steadfast conviction in your unique product offer, and maintaining its integrity and quality as your company grows is a non-negotiatible –especially at a time when competition is so fierce. Ensuring your brand value is clear, both internally and externally, is integral; a company needs to focus on being purpose-driven so its activities aren’t dictated by fleeting trends or shaky markets but instead continually contribute towards what the company wants to stand for. To do this, it must create an infrastructure where a strong culture is cultivated with its talent truly understanding and feeling part of the company’s growth and well-being. Whether it be offering stock options like Peeled or creating other ways for employees to feel invested in the company, the old ways of employee engagement and interaction are no longer relevant especially as younger generations increasingly crave values from their employers similar to their own.\r\n\r\n&nbsp;', 'Introducing #StraightTalk', '', 'publish', 'open', 'open', '', 'introducing-straighttalk', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/introducing-straighttalk', 0, 'thinking', '', 0),
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