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(1087, 1, '2017-10-10 15:58:07', '2017-10-10 15:58:07', '<strong>Our client services intern, Lindsey Case, shares her Millennial lens on \"old\" brands coming back in style. </strong>\r\nMarketing to Millennials is a hot topic across brand positioning and retail promotion. With lives founded in instant gratification and individuality, we’ve become a hard to reach demographic. What do we want? Where are we now? Millennials may be illusive, but are critical: now controlling half of all purchasing power in the United States, the engagement of young consumers is essential for success. As a 90’s kid, I set out to understand one youthful phenomenon in particular: Millennial obsession with what was, and how brands are repositioning things of the past for modern success.\r\n\r\nNostalgic marketing efforts strategically tap into romantic notions of old things . In building brand resilience with a particular audience, this is usually accomplished through wistful examples and emotions. More and more, in seeking to attract the attention of Millennials, brands are innovating products and perspectives. What was considered “old school” now reads on-trend. Outlined here are prominent Millennial preferences, how some reputable brands revamped, and how their work exemplifies the influence of reminiscence with Millennials.\r\n\r\n<strong><u>Fad Infatuation</u></strong>\r\n\r\nStyles from the previous millennium are cycling back around. The apparel company, <a href=\"http://www.champion.com/\" target=\"_blank\" rel=\"noopener\">Champion</a> – founded in 1919 as a producer of team uniforms – has come full circle from traditional gyms to trendy retailers. In the 1980s and 1990s, Champion produced sportswear for the NBA and NFL; their consumer-facing products targeted kid, teen and college-aged athletes. After league partnerships disintegrated, the apparel company sought to be accessible outside of sports retailers. Champion’s most recent push into the modern market came this April, announcing a collection with Urban Outfitters. The two brands collaborated to produce colorful sweats with vintage vibes, continuing Champion’s transition from active apparel to luxury loungewear. Positioning as high-end allows Champion to integrate with the mass of Millennials that value quality and exclusivity.\r\n\r\n<strong><u>Active &amp; Amplified Experiences</u></strong>\r\n\r\nAs consumer appetite for digital grows, brands are acting accordingly and leaning into the mobile app, e-commerce and social media spheres. This accommodation is the key to accessing young consumers – according to Nielsen, <a href=\"http://www.nielsen.com/us/en/insights/news/2016/millennials-are-top-smartphone-users.html\" target=\"_blank\" rel=\"noopener\">97% of Millennials are smartphone users</a>. Additionally, The Entertainment Software Association identifies that <a href=\"http://www.theesa.com/wp-content/uploads/2015/04/ESA-Essential-Facts-2015.pdf\" target=\"_blank\" rel=\"noopener\">56% of Americans under 35 play video games</a>. In short: gamer kids became tech-savvy twenty and thirty-somethings. Back in July 2016, The Pokémon Company and Niantic, Inc. launched <a href=\"http://www.pokemongo.com/\" target=\"_blank\" rel=\"noopener\">Pokémon GO</a>, a game that swapped Game Boy consoles for smartphones. Pokémon GO adapted content from original editions into an on-the-go application. But to resurrect Poké Balls was not enough: Pokémon GO includes augmented reality and location-based features, resonating intensely with digitally-minded Millennials. Young adults were able to experience a childhood craze in a modernized method. More than one year later, the community hosts 65 million monthly active users worldwide. Harnessing nostalgia, tech and the power of Pikachu has allowed Pokémon to re-engage a dwindling demographic.\r\n\r\n<strong><u>Me &gt; We</u></strong>\r\n\r\nGratification and personalization are cornerstones of Millennial expectations. From subscription boxes to personal shoppers, brand experiences are evolving to meet the demand for quick customization. For the timeless name of Coca-Cola, the demand to blend classic and cool became apparent – the company needed to reposition a declining category, as only 18% of Millennials regularly engage with soft drinks. In a revival effort, summer 2014 brought <a href=\"https://buy.shareacoke.com/\" target=\"_blank\" rel=\"noopener\">“Share a Coke”</a> to the United States. The campaign maintained the iconic red label and scripted brand mark, adding a name to each bottle or can. From “Anna” to “Zack,” Coke mass-produced personalization. Coke’s most recent extension now features 1000 first names, covering more than 77% of Millennials and teens. Just-for-me marketing is what brought the 131-year-old product sales growth for the first time in a decade. Ultimately, Coca-Cola set high shopper expectations for individualized experiences.\r\n\r\n<strong><u>Why This Matters</u></strong>\r\n\r\nSome companies are able to upgrade from grandma status to with-it mom. But what does this mean in the greater scheme of brand and product positioning? You <em>can</em> teach an old brand new tricks. In fact, being trend conscious and adaptable in practice is essential to maintaining relevance with Millennials and Gen Z-ers. Perception is reality, and their sentiments towards a brand are what solidify young adults’ decisions to engage or evade. The more positive the associations, the better.\r\n\r\nAs a Millennial, I believe there are two things that speak volumes about brands and their consideration of young consumers. 1) a keen understanding (and successful execution) of innovation; as well as 2) an effort to meet me where I’m at. In both respects, Champion, Pokémon and Coca-Cola hit the nail on the head.\r\n\r\nFirst, nostalgia is enough to draw in, but not necessarily to make the catch. Disney Channel tugs at my eight-year-old heartstrings, but I refuse to give into <em>That’s So Raven</em> and <em>Boy Meets World </em>remakes. Reminiscent brand experiences need to be for me today – not me yesteryear. Pokémon Red 2.0, still on Game Boy SP, would bust; Pokémon GO, offering digital immersion from your professional device, is relevant to a demographic that never leaves their smartphone behind. Coke deems an old-school product oh-so desirable through the illusion of customization. Champion overhauls dyes and designs to make loungewear a luxury. Simply put: Millennials won’t fit the mold, so adapt the model to attract young minds.\r\n\r\nSecond, the potential for progress and an excess of technology has made Millennials both forward-thinking and impulse-acting. To be in, a brand must be similarly structured. I already have a smartphone in my hand; make an app. I shop at Urban Outfitters; get on their shelves. Nothing catches my eye in the beverage aisle; make your product pop. With busy schedules – and a tendency for brand loyalty – young consumers are likely to try something that stands apart, but unlikely to go out of their way to do it. Drop into the pre-existing path to get noticed and notarized.\r\n\r\nOverall, positioning based on reminiscing shows an understanding of the Millennial mindset. Feeling and functionality can create the perfect storm. Bringing a product of the past back and making it relevant indicates a great deal of consumer consciousness, as well as brand awareness. And who knows, maybe the next generation will think what we wore and did was cool, too. Or not. Hopefully not.\r\n\r\n&nbsp;\r\n\r\n<em>Photos courtesy of Champion, Coca-Cola, Pokemon</em>', 'How Classic Brands Make a Comeback', '', 'publish', 'open', 'open', '', 'how-classic-brands-make-a-comeback', '', '', '2018-09-24 19:23:37', '2018-09-24 19:23:37', '', 0, 'http://cbx.cappendev.com/thinking/16/how-classic-brands-make-a-comeback', 0, 'thinking', '', 0),
(1088, 1, '2017-10-11 16:49:28', '2017-10-11 16:49:28', 'Last week, I attended “Future of Connected and 5G,” a talk from Verizon in partnership with NYC Media Lab Summit and Alley. Presented by Verizon Open Innovation, a group within Verizon that collaborates with outside partners to explore challenging technology issues, the panel discussion and workshop focused on 5G technology and its ability to empower and revolutionize digital media and brand behavior.\r\nAccording to <a href=\"https://www.gsma.com/futurenetworks/technology/understanding-5g/\">GSMA Intelligence</a>, the mobile data analysis website, 5G will be available within the next three years. By 2025, 5G will cover one-third of the world’s population. The transfer rate of 5G networks will run at 1GB per second, which is essentially instantaneous speed. It will be interesting to see how IoT and emerging technology such as AI, AR and VR utilize the newfound speed. Interestingly, “previously-emerging” technology was brought back in the form of QR.\r\n\r\nWhen QR codes first debuted, many brands adamantly tried to incorporate the technology into their consumers’ purchasing experiences, seeing it as an opportunity to bridge the online and offline. However, due to a myriad of barriers – to name a few, the clunkiness and unreliability of mobile connectivity, the fact that QR technology was not pre-installed into phone devices- QR never quite took off (<a href=\"http://picturesofpeoplescanningqrcodes.tumblr.com/\" target=\"_blank\" rel=\"noopener\">as documented on many a Tumblr websites such as this one</a>). However, with the recent iOS 11 update, which includes an embedded QR scanner, perhaps this is the technology’s second chance? Apple’s concerted effort to work with the technology perhaps signals a more sophisticated iteration of the QR user experience. I’m particularly interested in how brands incorporate QR codes onto their packaging; specific to FMCG brands, the return of QR should permit a more interactive experience on shelf for the consumer (i.e. brands providing unique and more detailed content such as coupons or recipes).\r\n\r\nUltimately, the next iteration of technology should bring both consumer and brands unforeseen benefits, especially as hardware and software evolve in tandem. The increased speed of data transfer should acclimate technology like VR and AI more seamlessly into consumer’s lives, transforming them into less one-off experiences and instead being a part of their everyday lives. The <a href=\"http://trendwatching.com/trends/expectationeconomy.htm\" target=\"_blank\" rel=\"noopener\">“Expectation Economy”</a> often discussed should become more heightened with consumers expectations sky-rocketing; after all, if they’re able to ask for their Uber quicker, shouldn’t it also arrive to them quicker?\r\n\r\nHopefully, brands are already thinking about how this technology can speed up processes and enhance their consumer interactions and experiences. Perhaps this will result in more satisfactory response rates, greater surprises and delights in the shopping experience- who knows? What’s important is for brands to realize that innovating your products and how your consumers interact with them is just as important as innovating the technology around us.', 'The Future of the Connected Consumer', '', 'publish', 'open', 'open', '', 'the-future-of-the-connected-consumer', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/the-future-of-the-connected-consumer', 0, 'thinking', '', 0),
(1089, 1, '2017-10-16 15:10:36', '2017-10-16 15:10:36', '<p class=\"p1\">Last week, <a href=\"https://www.bloomberg.com/news/articles/2017-10-11/coach-changes-name-to-tapestry-in-bid-to-become-house-of-brands\" target=\"_blank\" rel=\"noopener\">it was announced the company known as Coach Inc, would be re-named Tapestry, Inc.</a> There is a distinction to be made – Coach (as its often referred to by its many fans) is the namesake fashion and accessories brand line and Coach Inc is the namesake “holding” company that actually owns Coach along with other brands including Kate Spade and Stuart Weitzman. Confusing? Probably why the name change.</p><p class=\"p1\">Tapestry’s CEO, Victor Luis stated the name change was intended to signal the company was a multi-brand entity that owned many unique brands and that no sole brand should be singled out. It is a move that mimics many of the European fashion conglomerates such as LVMH, Kering and Richmont, which are all holding companies that own multiple luxury brands. Tapestry’s bigger business goal is to perhaps, go directly after these companies with a similar business structure.</p>\r\n<p class=\"p1\">If so, the name change is strategically aligned and is reminiscent of many corporate brands especially in CPG. For example, The Clorox Company, Campbell’s, Nestle, Smucker, and PepsiCo have been successful in expanding their portfolios beyond the titular brands. However, do their corporate names, tied to one brand, limit perceptions of the business’s financial communities? Perhaps. Do they prevent the corporate brands from playing an active role engaging with their audiences and building brand value? Absolutely. Companies like Unilever and P&amp;G build value for the corporation and their individual brands because they are able to actively market themselves. Instead of solely resting on the laurels of say, one hero brand, they have a distinct name that champions each line of business equally lets them do that. However, while strategically sound, Tapestry could’ve upped the ante on the creative side. <strong>A few reasons on how the name could’ve done better:</strong></p>\r\n<p class=\"p1\">1. When corporations decide to rename, they often get caught up in the moment, pursuing names that convey the process of consolidating distinct silo’ed brands into one cohesive business. So we see lots of variations on themes of integration and harmony—you can expect cliché words like Tapestry, Mosaic, Kaleidoscope to be on every corporate rename list. I caution clients against focusing on a short-term situation and instead to focus on names rooted in long-term values that can last the life of the business.</p>\r\n2. I agree with much of commentary surrounding the launch of the name<span class=\"s1\">—</span>it carries too much baggage for the fashion category. It has very dated 70’s connotations with the textile. It’s much harder to see the metaphoric themes about integration and harmony in the name because it is speaking to a fashion audience. If they were a food or automotive business, the dusty 70’s connotations wouldn’t be as apparent and wouldn’t matter as much.\r\n\r\n3. I imagine part of the strategy in changing the name was a response to the acquisition of several high-end luxury brands into to portfolio—the association with a “masstige” brand like Coach could possibly drag down perceptions of luxury for the overall portfolio. I don’t think the name Tapestry improves on perceptions of quality and luxury. The name has very homespun folksy connotations and feels too accessible.\r\n<p class=\"p1\">Overall, although the name may be questionable, the move reflects the growing trend of treating corporate brands with the same care of consumer brands. While historically, the only population that would be cognizant of corporate names were say, those observing the stock market or the finance department, now more than ever, consumers are demanding more from the brands they buy (and buy into). People are much more discerning in looking at a company’s practices, purpose and values and won’t shy away at questioning a brand’s motives; a name change is one smart way for a brand to put a stake into the ground on what those motives are.</p>\r\n<p class=\"p1\">My advice on once a name is determined: Don’t flinch. Don’t apologize. Ensure leadership will publicly stand by it. The upside of a new name far outweighs the negative feedback from critics. And besides, criticism always fades.</p>\r\n&nbsp;\r\n\r\n<em>Photo courtesy of Tapestry, Inc</em>', 'What’s in a Name? (Actually a lot)', '', 'publish', 'open', 'open', '', 'whats-in-a-name-actually-a-lot', '', '', '2018-09-24 19:23:39', '2018-09-24 19:23:39', '', 0, 'http://cbx.cappendev.com/thinking/16/whats-in-a-name-actually-a-lot', 0, 'thinking', '', 0),
(1090, 1, '2017-10-30 18:00:55', '2017-10-30 18:00:55', '<em>At CBX, we come across some of the sharpest minds in a myriad of industries; from food, retail, life sciences and beyond, we\'ve been able to count these industry leaders and disrupters as both clients and friends of CBX. In our new <strong>\"Q&amp;A with...\"</strong> series, we turn the spotlight on them. We speak with these experts in their respective fields to get their thoughts on their industry, how technology and societal behaviors have influenced them, and their reflections on our fast-changing cultural and business landscape.</em>\r\n<em>For our launch Q&amp;A, we wanted to explore innovation and design. The public’s understanding and appreciation for design continues to skyrocket as more everyday products are being sophisticatedly and discerningly designed and packaged. From innovative tech products to household pantry items, mass awareness of design has never been higher. Names like Jony Ive and Marc Newson have entered mainstream conversations similar to how tech heroes such as Mark Zuckerberg and Elon Musk are now common topics. We kick off with <strong>\"Q&amp;A with David Dombrowski,\"</strong> in which we speak with <a href=\"https://www.linkedin.com/in/david-dombrowski-645b611/\" target=\"_blank\" rel=\"noopener\">David Dombrowski, Director of Industrial Design and Innovation at Pfizer</a> to discuss the impact of design on consumer behavior and mindset.</em>\r\n\r\n&nbsp;\r\n\r\n<strong>1. From fonts to packaging, everyone seems to have an opinion these days on design. What do you believe has contributed to the recent (if you believe it is recent?) rise in interest of design?</strong>\r\n\r\n<strong>David:</strong> Social media has proliferated design conversation and given more people the opportunity to contribute their opinions. They are exposed to more front-end aspects of design and are becoming much more aware of what they want than they realize. Our role as designers is to help them realize those wants.\r\n\r\n&nbsp;\r\n\r\n<strong>2. Why do you believe the public has become more sophisticated in their design eye and what do you believe are the implications for brands? </strong>\r\n\r\n<strong>David:</strong> I don’t necessarily think it’s the role of the public suddenly having a more sophisticated design eye, but rather a growing community of designers who are becoming more sophisticated in how they design and utilize tools to retrieve consumer input and then designing products people actually desire. Designers are continuously getting better and better at identifying what consumers want and repurposing their needs and wants into products. As a result, the public is benefiting from a far greater volume of well-designed products and services to choose from.\r\n\r\n&nbsp;\r\n\r\n<strong>3. In the health care and life sciences space, what are the advantages design can provide? What are your challenges of incorporating design to customer centric benefit? </strong>\r\n\r\n<strong>David:</strong> The landscape is changing and consumers are more intelligent than ever. Which is why the sophistication and perception of our brand and design in the OTC space is first and foremost about trust - specifically making sure our brands deliver on their promise. Did it take care of my headache- did it do what it said it was going to do?\r\n\r\nWhat is changing is the dramatic increase in information and personal choice consumers now have (and expect) with regard to their healthcare. For example, the consumer approach to OTC is essentially consumers “choosing” their own health care at the shelf. Most consumers select the option perhaps their parents used to give them. They are not necessarily savvy on which will actually solve their specific problem. Because of this, I’m interested in how design can educate and inform the consumer’s health care purchasing decision. Instead of recalling a parent recommendation, how can we design packaging to impact not solely their memory structure, but educate and aid in their shopping process.\r\n\r\n&nbsp;\r\n\r\n<strong>4. Having worked on design across the industry spectrum- from toys, razors and now in the life sciences category, do you see any sort of connecting thread in design?</strong>\r\n\r\n<strong>David:</strong> With CPG, it all comes down to understanding your consumer. The mindset is the same, what’s different is the delivery. Consumers are consumers and regardless of whether it’s designing toys or razors, it’s still about approaching the process with empathy and incorporating those rich anthropological insights gained from ethnographic research. Good design always starts with listening to consumers regardless of what you’re creating.\r\n\r\n&nbsp;\r\n\r\n<strong>5.What does this mean for how products are produced and packaged? And what most excites you? </strong>\r\n\r\n<strong>David:</strong> I’m excited when brands are able to embrace change and everyone can understand its value both to the consumer and the company.\r\n\r\nSo it always starts with the search for what would truly be of value to the consumer. With that insight, we then have the ability to design and demonstrate how a package can help a consumer choose the right product. All too often the packaging and design conversation is almost exclusively about cost reduction. That’s certainly important and necessary. But for me, the most exciting opportunities for design are in value creation.\r\n\r\nIn order to drive that kind of change in the world of mass CPG, it requires you to think in terms of scale. Any proposed change to a product or package must be able to be produced at scale, and often times at many different facilities with varying capabilities. Any improvement must therefore not be evaluated through the lens of our most advanced production capabilities, but rather the lowest common denominator.\r\n\r\nAdditionally, you have to think about how to scale your message and influence within a large manufacturing organization. Only the clearest, simplest ideas and messages that are intuitive and easy to process break through. This does not mean we, Design, should not challenge the system and strive to create new and exciting offerings to our consumer.\r\n\r\n&nbsp;\r\n\r\n<strong>5: CBX does a lot of packaging work and we are very much inspired by cultural cues in our process. How would you say the design culture at Pfizer, which you are helping create, plays a role in the overall business? </strong>\r\n\r\n<strong>David:</strong> We use design to bring business ideas to life. Innovation is woven into the culture of the company. The industrial design &amp; innovation studio is literally located in the heart of the R&amp;D innovation facility, so there is direct line of site to all the products teams. We’re not solely learning and working from inside our walls, but outside as well. Every month, our designers and R&amp;D colleagues get out together and do ‘shop-alongs,’ where we go out alongside consumers to watch them shop and see their perspectives on packages, products and how colors, shapes and on-pack branding and communication effect the decision making process. Ultimately, we believe that in order to think like a consumer, you have to be the consumer. Create something to satisfy yourself and you will inevitably satisfy someone else. If you love it, someone else will love it too.', 'Q&A with David Dombrowski, Director of Industrial Design & Innovation at Pfizer', '', 'publish', 'open', 'open', '', 'introducing-qa-with', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/introducing-qa-with', 0, 'thinking', '', 0),
(1091, 0, '2018-09-24 18:21:09', '2018-09-24 18:21:09', '', 'PixelsofFury_09-1', '', 'inherit', 'open', 'closed', '', 'pixelsoffury_09-1', '', '', '2018-09-24 18:21:09', '2018-09-24 18:21:09', '', 1028, 'http://cbx.cappendev.com/app/uploads/2018/09/PixelsofFury_09-1.jpeg', 0, 'attachment', 'image/jpeg', 0),
(1092, 1, '2017-11-06 16:33:05', '2017-11-06 16:33:05', '<em>Technology has, and increasingly continues to, drastically change the way consumers interact with brands and products. No industry has been more impacted than retail. The “death of brick and mortar” is a hot button topic and we continue to see brands, both big and small, place their bets on digital. Additionally, nascent technology- AR, AI, VR- is a curiosity that brands are furiously trying to tackle with, unsurprisingly, the major tech players such as Amazon and Google ahead at the forefront. If you’re a brand these days, how are you supposed to keep up? If you don’t have the access or capital like the big guys, what do you need to be thinking about in order to remain relevant and competitive?</em>\r\n<em>In gearing up for our second <strong>#StraightTalk</strong> event with <a href=\"https://www.linkedin.com/in/brunning/\" target=\"_blank\" rel=\"noopener\">Ben Running, Director of Innovation at Jet.com </a>(Are you coming? Feel free to RSVP <a href=\"https://www.eventbrite.com/e/straight-talk-with-jetcom-tickets-38847195006\" target=\"_blank\" rel=\"noopener\">here</a>), we decided to tackle a few questions in advance. Here are his thoughts on the future of the retail landscape:</em>\r\n\r\n&nbsp;\r\n\r\n<strong>1. The current retail landscape is one that looks vastly different from that of ten years ago or even five years ago. What is your take on what’s currently happening and why people are so perplexed about it? </strong>\r\n\r\n<strong>Ben:</strong> There is so much happening, and the pace is not slowing down. The big trends for me are the shaping up of the Amazon vs. Walmart fight, the store of the future and the experiences it provides, changes in logistics and delivery, the rise of private label and D2C and what it means for big brands, and finally, capturing bigger lifetime value of customers through great services. I’ll discuss each topic briefly:\r\n\r\n<strong>Amazon vs. Walmart</strong>\r\n\r\n“Amazon racing to become Walmart before Walmart can become Amazon” is a great headline, but I don’t think we’re going to end up with two identical e-com giants with B&amp;M retail outlets across the country. Amazon has an undeniable digital advantage in almost every way. You see it in the Echo, AWS, drones, just about everything they do. Walmart needs to catch up, but also leverage (and not destroy) their human advantage. 94% of Americans live within 15 miles of a Walmart and this means very real and emotional human connections for many. Walmart’s challenge is going to be moving these shoppers online, especially lower-income shoppers. Their push to buy groceries online and pick up in-store is a big step in the right direction.\r\n\r\n<strong>Store of the Future</strong>\r\n\r\nThere are great opportunities for brick &amp; mortar retail stores ahead, and we’re starting to see some interesting stuff. Retailers know that people are just going to buy the products online anyway, so instead of stores packed with products, you’re seeing brands using their physical presence to truly impress the experience of their brand upon visitors.\r\n\r\nIt’s often a fun, aspirational experience where the products are center-stage, but they’re demonstrated in the context of the wonderful life they’ll surely create for you. Bonobos Guideshops, Rent The Runway, Warby Parker, Sonos, and popups by Snap and Casper do a great job at creating spaces where you want to spend time.\r\n\r\nApple was an early leader 15 years ago, and they are still advancing. I think calling their stores “town squares” is a bit of a pretentious masquerade, but the core idea is great. It’s not shelves full of iPhones, it’s an aspirational, creative space where you can get a coffee, have fun, hear a talk by an interesting professional, and become immersed in the ethos of the brand for a time (and hopefully buy a $1000 phone!).\r\n\r\nThese are all brands driven by a why (<a href=\"https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action\" target=\"_blank\" rel=\"noopener\">see Simon Sinek’s TED talk \"How Great Leaders Inspire Action\"</a>), and they are using their physical presence to showcase that why, instead of the what they would have traditionally shown.\r\n\r\n<strong>Logistics and Delivery</strong>\r\n\r\nShipping is everyone’s #1 expense, so it’s a big area of focus for Walmart, Amazon and everyone else.\r\n\r\nFast delivery (2 day or less) has become table stakes, shaken up fulfillment and logistics, and is driving retailers outside of traditional fulfillment channels. Look at what Walmart is doing with employee delivery, essentially repurposing available resources in a more consumer-centric manner. Amazon is building and contracting out delivery services with Prime Now, and even leased 40 Boeing 767s for Prime Air service. They claim they this helps them reduce cross-country delivery time from 48 hours to 36 hours.\r\n\r\nLast mile delivery is really coming into focus. It accounts for around 30% of the cost of a delivery and is an area every company wants to innovate around. Drones may not become a thing any time soon (at least not in dense metropolitan areas), but you’re going to see a big push for in-store pickup at Walmart and Whole Foods location, and more deals like the Amazon/Kohl’s in-store returns arrangement.\r\n\r\n<strong>Private label &amp; D2C</strong>\r\n\r\nPrivate label is a huge initiative for Aldi/Trader Joe’s, Lidl, Kroger, Whole Foods, Walmart, Costco and just about everyone else. The quality of the products has increased, with natural and organic products commonly available to meet changing consumer demand. Lots of these brands have tremendous consumer loyalty, with retailers now acting more like D2C companies, and posing a big threat to FMCG and CPG companies like P&amp;G, Unilever, Pepsico, Mondelez, etc.\r\n\r\nRetailers (e-com or B&amp;M) controlling the display space have an upper hand in getting to decide what customers see. Amazon is well-known for diverting traffic away from hot-selling items on their marketplace in favor of 1P or Amazon Basics versions of the same product. This tactic can be used by anyone selling a private label, forcing traditional manufacturers to pay an increasingly high placement fee for space on the shelf.\r\n\r\nI think what we saw a few weeks ago at the P&amp;G shareholders meeting was interesting. Activist shareholder Nelson Peltz very narrowly lost a vote for a seat on the P&amp;G board. He advocates a break-up of the company into more agile units that can better compete and innovate faster. This action is being driven in part by D2C companies like Dollar Shave Club, and their acquisition by Unilever to directly compete against P&amp;G’s Gillette.\r\n\r\n<strong>Capturing Lifetime Customer Value</strong>\r\n\r\nThis is about creating customer loyalty and bringing the user back again and again, making your store their obvious and default choice for future purchases. It manifests through service design, and is an idea that really originated in marketing some 30+ years ago - an ongoing conversation with the user. Companies give customers a seat at the table, customers do the same in return.\r\n\r\nToday, it happens through smart services that get you what you want, when you want it, at the location you want it. Listening to your experiences with products and services, iterating and evolving based on the needs of the customer, conceiving the entire service as a whole so everything works well together, and ensuring that the brand is always present, by providing some kind of value even when a consumer transaction isn’t taking place.\r\n\r\nFor retailers, it means more design thinking and innovation process, customer research, and rapid prototyping. Ways to move faster while mitigating risk.\r\n\r\n&nbsp;\r\n\r\n<strong>2. In terms of these beliefs, do you feel your diverse professional background- coming from publishing and digital- has anything to do with it? Do you believe those who’ve consistently worked in retail come with a different vantage point? </strong>\r\n\r\n<strong>Ben:</strong> I think there are parallels in publishing and retail. Both industries were heavily disrupted by digital technologies over the last 15 years. New upstarts thrived, some old guard giants couldn’t figure out how to make the transition, some big players made the move a little late but are now re-gaining ground.\r\n\r\nA Pew Research study last year found young respondents generally preferred reading the news, rather than watching video or listening to audio. Though BuzzFeed rose to fame on lists and memes and GIFs, during my time there, we also saw that people really do spend a lot of time reading, so we developed long-form editorial content formats that performed well.\r\n\r\nBoth sectors have transformed radically, so if you’ve been in the industry for 30 years, you’ve obviously had to learn and evolve. In fact, I think there’s a “do or die” attitude in both retail and publishing that is driving change. If you don’t want to deal with it, you get out, otherwise, you accept the challenge and innovate.\r\n\r\nOf course there are fundamentals that continue to apply - operating retail supply chains and complex logistics operations takes tremendous experience, but don’t think there’s anyone working in retail with a “same as it ever was” attitude.\r\n\r\n&nbsp;\r\n\r\n<strong>3. In order to meet today’s changing landscape and consumer tastes, how should brands proceed? </strong>\r\n\r\n<strong>Ben:</strong> In short, it’s about customer centricity. Consumers, especially younger generations, expect a premium feel and a bespoke experience. They are accustomed to the slick UI and perfect functionality of social and entertainment apps. They want brands that listen and interact via social media, act responsibly and ethically, and tailor their products to the needs of their customers.\r\n\r\nIs that your customer? Do you know?\r\n\r\nThe most important thing brands can do to understand their customers, and also one of the easiest, is to talk to them. Do it regularly, and talk to lots of them. The early Jet product leadership recognized this was important and invested in hiring a great team of researchers.\r\n\r\nJet researchers do in-home interviews with customers, email surveys, phone calls to follow up on issues, talk to customer support workers, listening in on customer support call, and two days every week, they host actual customers in the office.\r\n\r\nThose customers sit with a researcher and look at Jet products, competitors products, and just about anything else from physical packaging to design prototypes. Research sessions are streamed live internally and findings are shared company-wide.\r\n\r\nI also recommend <a href=\"https://www.thinkwithgoogle.com/marketing-resources/micro-moments/zero-moment-truth/\" target=\"_blank\" rel=\"noopener\">Google’s Zero Moment of Truth</a> work to anyone in product or marketing. There’s probably a discussion happening around your brand and if you’re not part of it, you need to be.\r\n\r\n&nbsp;\r\n\r\n<strong>4. What role does digital and technology need to play in all of this? </strong>\r\n\r\n<strong>Ben:</strong> It’s everything. Though every touch point in your experience may not be a digital touch point, the mobile device is the frame through which it’s viewed. Even if you view yourself as an “offline” business that only sells a physical widget for cash in a physical store, it’s likely that most of the transaction happens digitally.\r\n\r\nYour user probably sees some stimulus or advertising online. They take part in research and discussions online, watch videos, read blogs, check ratings and reviews. They find information on your store on Google and navigate there via Google Maps. When in the store, they price check, do competitive research, or inform themselves on unfamiliar terms or technologies. The user then (hopefully) buys and becomes an advocate for your brand, telling their friends about it on social, reviewing your store on Yelp, maybe making an unboxing video on YouTube.\r\n\r\nCustomer journey mapping is a hugely useful tool for uncovering all of these points. It won’t solve your problems, but it can help uncover user behaviors and sentiment that never even occurred to you.\r\n\r\n&nbsp;\r\n\r\n<strong>5. In the big name retail wars, it is Walmart vs. Amazon with other brands far behind. What companies (or types of companies) do you see being able to catch up and truly compete with these titans and why do you believe so? </strong>\r\n\r\n<strong>Ben:</strong> It’s hard to say, and predicting is generally only a way to look wrong in the future.\r\n\r\nThere are a lot of players out there, and I think we’re due for some consolidation or mergers. Will Target or Costco make a Jet-esque acquisition in an effort to compete? Alibaba is a huge business that doesn’t really operate in the US. The QVC/HSN merger is ostensibly designed to compete with bigger players, but I’m not really seeing that one happening yet. eBay is kind of still there doing its thing, it’s a huge marketplace that is more like an Amazon that people realize.\r\n\r\nAnother interesting idea is a decentralized blockchain based marketplace, but that’s a ways off.\r\n\r\nI’m interested in lower income and rural markets. It’s not a sexy problem, but I think there’s huge potential there. Amazon clearly wants this market, but they are having trouble breaking into it. They’ve cut the cost of Prime by half for Americans who receive government assistance and in September of 2017, Morgan Stanley Research said dollar stores were the sector that it would take Amazon longest to disrupt.\r\n\r\nIn addition to competing for the Prime customer, companies like Walmart should be working to win the dollar store customers, offering competitive products, and converting them to e-commerce and in-store pickup.\r\n\r\n&nbsp;\r\n\r\n<strong>6. What are you most excited for brands to explore and consumers to experience? </strong>\r\n\r\n<strong>Ben:</strong> I’m a bit of an emerging tech geek and I’m really excited by augmented reality. It’s got the potential to be far more than another clever gadget, and actually add real value to the shopping experience.\r\n\r\nAR will help you conquer trust issues - when you shop online, you’re effectively buying a tiny picture on a white background. This is fine for CPG and some electronics, but makes it really hard to buy home decor, fashion, or clothing. Using AR to visual a couch in your living room, a new pair of sunglasses on your face, or comparing a 46” TV vs a 55” TV on your actual wall is going to close some of those trust gaps. You’ll be sure that you are going to like what you buy, and seeing (albeit virtually) a product in your living room can create a tempting incentive for customers.\r\n\r\nWayfair and Ikea are already doing great work with AR furniture previews. Amazon made a cool Google Tango-based app that lets you preview TVs of various sizes on your wall.\r\n\r\nVR is a less accessible technology, but also offers some great possibilities. You can sell a coffee machine by inviting a user to sit with a skilled barista while she personally demonstrates an espresso machine in a San Francisco coffee shop, or ride with a skilled mountain biker while he shows off features of a new bike on the red rocks of Moab.\r\n\r\nApple’s ARKit and Google’s ARCore software are making these things much easier to do. You used to need expensive hardware, but now it’s all on your phone, using AI-powered interpretations of  standard camera data, paired with accelerometer data. This takes the hard, technical part out of AR development and clears the way for the designers and artists to shine.\r\n\r\nAI is also a technology that is changing things in ways we can’t really grasp yet. However, I think the practical implications are going to be needing to shop less (let the machines do it for you), and only concentrate on the shopping you want to do. Of course this has huge implications for brands (would the AI buy a private label instead of brands?), retailers, privacy, and our identity as providers for our family (turns out, many people like to shop, even for basics!), but those will be fun questions we can grapple with in the coming years.\r\n\r\n&nbsp;\r\n\r\n<em><strong>This Thursday, November 8, we are hosting Ben at the New York office for our second #StraightTalk, you can RSVP here- <a href=\"https://www.eventbrite.com/e/straight-talk-with-jetcom-tickets-38847195006\" target=\"_blank\" rel=\"noopener\">https://www.eventbrite.com/e/straight-talk-with-jetcom-tickets-38847195006</a></strong></em>', 'Q&A with Ben Running, Director of Innovation at Jet.com', '', 'publish', 'open', 'open', '', 'qa-with-ben-running-director-of-innovation-at-jet-com', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/qa-with-ben-running-director-of-innovation-at-jet-com', 0, 'thinking', '', 0),
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(1094, 1, '2017-12-06 17:39:00', '2017-12-06 17:39:00', 'At this year’s <a href=\"http://events.fastcompany.com/fcny/\" target=\"_blank\" rel=\"noopener\">Fast Company Innovation Festival</a>, brands were inevitably at the center of conversation. The speakers all repping an array of industries were speaking either about OR on behalf of a brand analyzing, pontificating and at times, criticizing what the modern day brand is and how it should behave. All of it led to a diverse and passionate mosaic of opinions but there were some primary recurring themes such as <strong>Community, Context, </strong>and<strong> Purpose</strong> (specifically pertaining to social impact).\r\nThe most exciting, relevant, and interesting brands understand the power of all three- some incorporate all while others incorporate a minimum of one. Today’s consumer expect brands to go beyond the transaction; each purchase, point of purchase and even path to purchase is correlated to something much more personal to consumer. Today’s brands are now emblems of values and self-identification. Those brands that understand the landscape they now inadvertently live in find ways to leverage their newfound power to build more personal relationships with the consumer and thus gaining fans and evangelists for the long haul.\r\n\r\n<strong><u>Community</u></strong>\r\n\r\nThe new (or newish) brands unanimously fawned over nowadays - by the media, by the VC firms pouring Series A,B,C funding into them, by their rabid fan base- tend to have a connecting element: <strong>community</strong>. In the session \"How Glossier, Sweetgreen, Away and Walker &amp; Co. Created Cult Brands\", the aforementioned companies discussed how they’ve created the cult-like following around their young brands. While each of these brands live in entirely different sectors- specifically beauty, luggage and restaurant- all of them have made conscious efforts to connect meaningfully (both in the digital and physical spaces) and continually cultivate conversations with their consumers; some take it a step further and even incorporate their feedback into products produced. <a href=\"https://www.glossier.com/\" target=\"_blank\" rel=\"noopener\">Glossier</a> mentioned that 8o% of their growth came from owned channels while <a href=\"https://www.awaytravel.com/\" target=\"_blank\" rel=\"noopener\">Away</a> discussed forming such close-knit relationships with their consumers that they’ve received calls to their sales reps for travel tips. <a href=\"http://www.sweetgreen.com/\" target=\"_blank\" rel=\"noopener\">Sweetgreen</a> discussed how vested they are in making their consumers feel a part of their “cooking” process by opening up their kitchens to consumers and making a point to be transparent about local and regional suppliers they use. These are small moves that indicate a much bigger goal in their minds, as their founder, Nicholas Jammet stated, “We want to become the Starbucks of salads.”\r\n\r\nBuilding a community of likeminded fans and collaborators is a goal all these younger brands aim for. Whether it’s through demonstrating shared values or in the case of partnerships for Away, they see their community as apart of a bigger ecosystem they exist in, “We build our brands off the shoulders of the brands we respect. We look at the best brands in their verticals and collaborate with them; a big part of our customer base heard about us through these partnerships.” Similarly, for the fashion brands, <a href=\"https://www.kenzo.com/en/home\" target=\"_blank\" rel=\"noopener\">Kenzo</a> and <a href=\"https://www.openingceremony.com/\" target=\"_blank\" rel=\"noopener\">Opening Ceremony</a>, which are led by the same team, Carole Lim and Humberto Leon, the collaborators they bring on emphasize the type of community the brand is building and each partnership is a reiteration/reassurance to their core audiences that the brand is still speaking to them. For the Opening Ceremony founders, when they decided to join Kenzo, this meant bringing alongside the famous DNA of the brand they were known for to Kenzo but still respecting Kenzo’s decades-old Japanese heritage. Original fans of Kenzo were both nervous and suspicious of what would ensue but as Lim stated, ‘Being underestimated gave us ammunition. We saw the opportunity with Kenzo as doing something new but doing it our way. We also used it as an opportunity to collaborate with people to showcase our new vision.” Kenzo’s collaborations have resulted in partnerships with auteurs like director Spike Jonze and actress Margaret Qualley for Kenzo, which have undeniably introduced their cumulative audiences to the other and growing both communities.\r\n\r\n<strong><u>Context </u></strong>\r\n\r\nExperience is an oft-repeated marketing term; interestingly, at the festival, most brands explained that for them, they saw it as intrinsically linked to context. Context into the products/services sold by companies as well as the brand world in which those products/services lived. Providing an interesting experience is an additional layer of the narrative of the bigger brand story companies attempt to tell their consumers. For many DTC brands, this means, opening up physical spaces where interestingly, the primary goal isn’t to sell but instead to further story. For Away, only 30% of the space in their New York retail store is dedicated to selling luggage while the rest is a hybrid café/travel concierge. As their founder, Jen Rubio says, “The ability to build context is how we’ve grown, we’ve been able to build a community around one product. Our goal is to build an experience in each of our stores; sometimes the experience you think they want is not necessarily aligned with you. But our approach is consistently thinking about the story we want to tell around what we do.” Perhaps this is the reason why when referring to physical store or brick and mortar, most of today’s young brands instead call them showrooms (<a href=\"https://www.engadget.com/2017/04/25/apple-store-redesign-and-workshops/\" target=\"_blank\" rel=\"noopener\">or if you’re a certain tech brand, you call it a “community space.”</a>) <a href=\"http://walkerandcompany.com/\" target=\"_blank\" rel=\"noopener\">Walker &amp; Company</a> (who’ve created the men’s grooming brand Bevel and hair care line, FORM) mentions being inspired by former JC Penny head honcho, Ron Johnson who declared that 90% of his spaces were dedicated to people to NOT buy products.”\r\n\r\nMany of these brands also see emerging technology as a big component of the next generation version of retail: in the session, \"Inventing the Future of Retail with Foursquare, brandless, Shea Moisture, and Lippencott,\" Jeff Glueck, the CEO of <a href=\"https://foursquare.com/\" target=\"_blank\" rel=\"noopener\">Foursquare</a> stated, “According to our data, 92% of consumer activity is still out in the real world. Future AI will not just inform and affect how you live but how you consume; for instance, location data will play a big role in how you interact with a space.” Ideally, nascent technology will make the consumer purchasing experience so seamless that new opportunities in areas such as personal data or tracking will emerge for retailers to explore. While brands must be sensitive to how much information they collect and how transparent they are to consumers, Bonin Bough of <a href=\"https://www.sheamoisture.com/\" target=\"_blank\" rel=\"noopener\">Shea Moisture</a> believes, “Consumers are okay with having their data known as long as they are ensured that it provides them value on the other side.” Because the ability to collect information is now so easily accessible to brands, it is incumbent upon them to use it responsibly and in turn, provide a deeper level of service and if they’re savvy, personalization, curation and education. The value exchange must be tipped towards the consumers and if it is, brands will not just obtain monetary gains but loyalty for life.\r\n\r\n<strong><u>Purpose</u></strong>\r\n\r\nIn two separate sessions featuring brands at very different points in their company trajectory, two brands emphasized the same North Star they were following: <strong>purpose</strong>. In the session,\"Inventing the Future of Retail with Foursquare, brandless, Shea Moisture, and Lippencott,\" interestingly, the youngest brand out of the group, <a href=\"https://brandless.com/\" target=\"_blank\" rel=\"noopener\">brandless</a> seemed to have the biggest goal for their company- to disrupt the economy of food. brandless is a company that debuted earlier this year to a lot of tech and media fanfare; their value proposition was a simple one of selling food and pantry items all priced at $3 direct to consumer via their website. However, as their co-founder Tina Sharkey says, their aim is to “democratize access” by society. While brandless is technically selling commodities in a straight-forward manner and admirable price-point, their bigger impact will be on how other brands react and change their business structure. The direct to consumer model will only continue to grow, encouraging (if not forcing) brands to upgrade their technology on how consumers browse, purchase and receive their goods. Additionally, an overall deduction of all goods may occur, giving a wider access to people of all socio-economic incomes.\r\n\r\nWhile the economical ambitions of brandless is admirable and possibly just another creative route to a quicker IPO, it is also a testament to the weight today’s consumers place on a brand’s value system. Consumers want to contribute towards brands that reflect the lives they want to live and for much of today’s younger generations, this consists of a purpose-driven life (discarding the material for the experiential). A brand that inarguable does one of the best jobs in modern-day business at embodying this mentality is <a href=\"https://www.starbucks.com/\" target=\"_blank\" rel=\"noopener\">Starbucks</a>. In his own session, the company’s CEO, Kevin Jones declared that Starbucks’ ambition is to “redefine the role of a publicly traded company.” He went on to discuss the company’s long-practiced actions such as giving each barista (or as they call them “partners”) shares in the company, making the commitment to hire 10,000 veterans and their spouses and in Kevin’s case, personally visiting stores in disaster areas to connect with local employees. To today’s ethically and values-conscious consumer, the actions of a conglomerate like Starbucks humanizes the brand; the public doesn’t expect a coffee brand to save the world and they understand the motivations behind any social-impact actions are probably ones to help the company’s bottom line. Kevin admits, “In our social impact strategy, we think about two things: about building our business and growing the brand.” Now more than ever, companies understand their brand is a platform. They can use their platform to solely to sell, but they can also enact positive societal change and affect public sentiment at scale. By committing authentically to causes through actions all levels- from its local employees to leadership- companies can create a more bespoke perception of their brand that goes beyond selling. Consumers will commit themselves to a brand and be loyal to those brands that they ultimately see themselves in.\r\n\r\nNot to say that aligning your brand doesn’t come with consequences. In the session, \"How NeueHouse is Taking a Stand with Its Brand (and Why You Should too)\" with executives from <a href=\"http://neuehouse.com/\" target=\"_blank\" rel=\"noopener\">NeueHouse</a>, <a href=\"https://www.sonos.com/en-us/home\" target=\"_blank\" rel=\"noopener\">Sonos</a> and Ivan Wicksteed (the former CMO of Old Navy), while it was agreed that brands do have a responsibility to take a stand on issues, they need to be sensitive to what those issues are and specifically how they insert themselves into the public conversation. For a brand like SONOS, the concept of listening is inherently a part of what the company is about; its CMO, Joy Howard stated, “The rise of authoritarianism and the emergence of big tech isolating people from one another from listening together, these are issues that are a threat to what our company represents. We see silence as a threat.” For a speaker company like Sonos, getting involved in these types of issues makes sense as they’re able to connect their brand to these values they are defending and are thus, are seen as authentic actions.\r\n\r\nPurpose and platform come with the territory as a modern brand today. With a consumer base also comes a microphone to a captive audience; it is debatable nowadays who has more reach and influence- Apple or the government? However, with brands more than over approaching their brands with purpose, on a multitude of platforms- whether it be digitally or physically- it evident that he/she who controls the media inevitably controls the message.\r\n\r\nWhat is clear is today’s brand and consumer landscape is unlike any other- not of just ten years ago but of five or even two years ago. The Internet and all forms of technology- from the existing to the emerging- are drastically changing what consumers want, expect and demand of brands. The shifting of the demographical majority are impacting how brands make and market their products and services. And most dramatically, but perhaps most excitingly, what is to come, has never been a bigger questions mark. In the future, will drones be a part of our shopping process? Who will become the next generation’s WalMart equivalent? And how else will the physical store continue to evolve? Only time will tell but at least we’ll know which brands will most likely be leading the way.\r\n\r\n&nbsp;\r\n\r\n<em>Photo courtesy of Fast Company</em>', 'Thoughts from Fast Company Innovation Festival 2017', '', 'publish', 'open', 'open', '', 'thoughts-from-fast-company-innovation-festival-2017', '', '', '2018-09-24 19:23:39', '2018-09-24 19:23:39', '', 0, 'http://cbx.cappendev.com/thinking/16/thoughts-from-fast-company-innovation-festival-2017', 0, 'thinking', '', 0),
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(1096, 1, '2017-12-07 22:03:45', '2017-12-07 22:03:45', '&nbsp;\r\n<em>Over the past few years, design has increasingly becoming a topic of mass discourse. As consumers come to now expect Apple-esque precision in the design of their products and services, design as a concept is being appreciated and scrutinized on a much wider scale. It is impossible to discuss design without referencing <a href=\"https://www.pantone.com/\" target=\"_blank\" rel=\"noopener\">Pantone</a> and of course its “Color of the Year,” as what once was a tool used by printers and manufacturers is now a name that appears in the local Sephora as a make-up shade or a conversation topic debated by aesthetic connoisseur of all types. We celebrate the announcement of 2018\'s Color of the Year <a href=\"https://www.pantone.com/color-of-the-year-2018\" target=\"_blank\" rel=\"noopener\">(It\'s Ultra Violet!)</a> with this edition of our Q&amp;A where we speak with <a href=\"https://www.linkedin.com/in/lauriepressman/\" target=\"_blank\" rel=\"noopener\">Laurie Pressman, VP of Pantone Color Institute</a> to understand the evolving nature of design in culture and what role a company like Pantone plays in it.</em>\r\n\r\n&nbsp;\r\n\r\n<strong>1. Design, as concept/practice/expertise, continues to enter mass conversation and cultural and business activity. What are your thoughts on this?</strong>\r\n\r\n<strong>Laurie:</strong> As design and design thinking moves to the forefront of the conversation, the symbiotic nature between color thinking and design continues to strengthen.  We are living in an increasingly visual society, one where consumers have become more confident to visually self- express. At the same time, the ability to stand out and distinguish oneself and one’s brand has become that much more challenging.\r\n\r\nFrom Instagram and Snapchat to Tumbler, Twitter and Pinterest – not to mention blogs, print, TV, there is a treasure trove of destinations from which we can not only indulge and satisfy what seems to be an insatiable desire for new design and color inspiration, but one where each and every one of us can contribute as well.\r\n\r\nFrom a color and design perspective, I love to see design and the appreciation of the concept/practice/expertise of design continuing to be a part of mass conversation, cultural and business activity. The visionary aspect of creativity and design is what drives us forward.  It is what points us toward the future.  Not only from an aesthetic perspective but also from a technological innovation standpoint in terms of new materials and processes and just new ways of thinking and doing things.\r\n\r\n&nbsp;\r\n\r\n<strong>2. As such, what role does Pantone play in this current landscape? </strong>\r\n\r\n<strong>Laurie:</strong> Pantone’s role is to help educate about the role of color in design.  With approximately 80% of human experience filtered through the eyes, visual cues are vital in getting a message across.  Color creates associations and acts as a visual identifier. Color is the most powerful communication tool, even more important than shape or explanatory words in getting a message across.\r\n\r\nEach color contains its own unique message and meaning and has the ability to immediately broadcast who we are and the image we are looking to convey. From infancy through adulthood the colors in our environment affect or express our deepest impulses although this is not always readily verbalized or even consciously understood.  In fact, most of our reactions to the universal yet silent language of color operate outside of our conscious awareness.  From a cultural perspective, color reflects and communicates what is taking place in our culture at a particular moment in time; perceptions of color can remain fairly constant, change considerably or simply evolve.  Because of the fluidity of consumer color perception, we conduct ongoing consumer color preference studies at the Pantone Color Institute to ensure our color information is current and relevant.\r\n\r\n&nbsp;\r\n\r\n<strong>3. Last year, Pantone selected ‘Rose Quartz’ as one of the two colors of the year. As we all know, it was quickly renamed (albeit unofficially) </strong><a href=\"https://urldefense.proofpoint.com/v2/url?u=https-3A__www.thecut.com_2017_03_why-2Dmillennial-2Dpink-2Drefuses-2Dto-2Dgo-2Daway.html&amp;d=DwMFaQ&amp;c=9mghv0deYPYDGP-W745IEdQLV1kHpn4XJRvR6xMRXtA&amp;r=5T7QlHs1yBa_NXfgmK-EX42Tfkiiy7mSkdzYbmG6aic&amp;m=z1xhobAPXHYzUrfZZMtWOXQbMf3s_Jpyl-pcbnTB4xs&amp;s=8y7tlEqvhXbxC1TZdmoDG6SLiJM2c_368Sd1DMWOtAM&amp;e=\"><strong>‘Millennial Pink’ and is now everywhere.</strong></a><strong> Which came first — your crowning of the color and it appearing everywhere or your noticing of how prominent a role the color was playing in the world? </strong>\r\n\r\n<b>Laurie: </b>The PANTONE Color of the Year selection process is very thoughtful and a lot of consideration is given to our color choices.  It is not a prediction but rather a report on what we are seeing and why this is happening right here, right now. Keeping in mind that color is a language that reflects the global mood, the color we select to be our PANTONE Color of the Year is symbolic; a color that can communicate out the color message that best reflects what is happening in our global culture at a specific moment in time; a color we see crossing all areas of design that serves as an expression of a mood and an attitude; a color that will reflect what people are looking for, what they feel they need that color can help answer.   With color and context so intertwined, there are strong reasons why a color family or individual colors come into prominence when it does, and for the most part the popularity of a color reflects the age that we are living in.\r\n\r\nWith the selection of the combination or fusion of PANTONE 15-3919 Serenity and PANTONE 13-1520 Rose Quartz, we expressed the need for harmony in a chaotic world, reflecting a desire for balance and well-being as an antidote to the stresses of modern life, as well as the societal shift and fluid nature surrounding gender and identity.\r\n\r\n&nbsp;\r\n\r\n<strong>4. What role does color play in the world of marketing and branding?</strong>\r\n\r\n<strong>Laurie:</strong> Color plays an outsize role in the world of marketing and branding.  Specifically to branding, color is the first thing which people see and connect to so color choice is inextricably linked to consumer perception/brand visual identity and is a great way to transcend language barriers in our global world.\r\n\r\nThe marriage of color and design in packaging and marketing also plays a critical role in consumer engagement as it can bring cohesion or not.  This includes the integration of color into design as well as the backdrop of the color story to the message that is being communicated.   When product, package and message come together in such a way so as to effectively and seemingly effortlessly deliver the brand vision, it is pure magic, one whose beauty can be described as positively exquisite.\r\n\r\n&nbsp;\r\n\r\n<strong>5. What role does technology play at Pantone and how do you see Pantone’s activity present in technological advancements in recent years? </strong>\r\n\r\n<strong>Laurie:</strong> Technology plays a big role at Pantone and there are many areas in which we are working.  From our Pantone Studio app to help clients select color for design and PANTONELIVE which is a process that ensures color control across materials from the beginning of the design process through to production as well as something new we are working on which addresses color appearance throughout a wide range of material formats.\r\n\r\nHowever, with that said, the importance of a visual standard cannot be underestimated.  The gamut of color onscreen is different than what we see and can be achieved in the physical world.   It is the combination of the efficiency and scientific accuracy which technology has brought in combination with the physical PANTONE color standard that is the foundation for color success.\r\n\r\n&nbsp;\r\n\r\n<strong>6. You addressed the importance of color in the digital world in a LinkedIn article last year. How do you feel the migration of activity to online has affected design in general?</strong>\r\n\r\n<strong>Laurie:</strong> The migration of activity moving online has changed our approach to design in that it enables us to create possibilities and see virtual results more quickly.  I don’t see moving online as a replacement to tactility, materiality and craft but instead as an enhancement.   We do not live in a computer screen and what is being created is not flat but instead three-dimensional.  From ergonomics and touch to real life physical appearance, I feel what takes place in the physical world is very important to design and represents skill sets and processes which cannot afford to be lost.  What may appear well and useful on screen may not play itself out as well in the physical world so in that sense I see online design as a way to move things through more quickly but not as a replacement for materiality.', 'Q&A with Laurie Pressman, VP of Pantone Color Institute', '', 'publish', 'open', 'open', '', 'qa-with-laurie-pressman-vp-of-pantone-color-institute', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/thinking/16/qa-with-laurie-pressman-vp-of-pantone-color-institute', 0, 'thinking', '', 0),
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(1099, 9, '2018-01-18 19:39:38', '2018-01-18 19:39:38', 'Last week, <a href=\"http://www.coca-colacompany.com/press-center/press-releases/whats-happening-to-diet-coke-oh-nothing-and-everything\" target=\"_blank\" rel=\"noopener\">Diet Coke</a> introduced four new flavors into the family of America’s largest low-calorie soft drink: Ginger Lime, Feisty Cherry, Zesty Blood Orange and Twisted Mango. Along with the robust new flavor offering came a sleek new look- a slimmer can, a focus on the iconic silver color and a more refined take on the font design. This is a big move from the brand, having originally introduced the “diet” version of its beloved drink originally back in 1982, which unlike its main competitor, Pepsi, wasn’t a modified version of the original but an entirely different formula altogether (its biggest differentiator was its use of the artificial sweeter, aspartame) Alongside its taste, its look and feel, while reminiscent of the original Coke, was distinct and over the years, hasn’t significantly changed even when offering new flavors such as Diet Cherry Coke or Diet Vanilla Coke. In summary, not much has been done to the brand…until now.\r\nThe cultural climate and sentiments towards health, wellness, diets and food and beverages in 2018 is one significantly different than that of the 1980’s. As it’s oft-repeated, we know now that consumers of today- especially younger demographics- are much more conscious and discerning of the ingredients they consume and how these brands contribute to their overall lifestyles. I did a quick-fire with two CBX’ers, <strong>Dustin Longstreth, Chief Marketing &amp; Chief Strategy Officer </strong>and<strong> Satoru Wakeshima, Chief Engagement Officer </strong>to collect their thoughts on the topic.\r\n\r\n<strong>Q: What are your thoughts on both the design and flavor change/strategy?</strong>\r\n\r\n<strong>Dustin:</strong> The design is effective because their strategy is flavor driven and their goal is to get people to see variety. They’ve also sought to incorporate a new multi-platform visual as they can re-use that visual in dynamic and static media. It’s smart, easy to shop and clearly communicates something new from Diet Coke. Ultimately, the Coke franchise is about as giving consumers as many ways to enter the franchise as possible. Whether through diet, cane sugar, classic, zero, size, they’re strategy is giving as many entry points into the brand as possible- now they’re doing it through flavor.\r\n\r\n<strong>Satoru:</strong> Considering Diet Coke\'s leadership position in the diet cola segment, I\'m surprised they waited so long to change.  While the redesign may seem dramatic to some, it actually retains many of the core color equities and the logo is very evolutionary.  The introduction of the vertical banding and slim can just provide a simple, clean platform for the brand.  The Coca-Cola Company was smart to introduce the four new flavors with the redesign - there’s new news to talk about other than just the packaging shift.\r\n\r\n<strong>Q: How do you think consumers, particularly the younger generations, will react to it?</strong>\r\n\r\n<strong>Dustin:</strong> There is a population of the current generation of consumers that are probably suspicious of soft drink formulations in general - they equate it with something unnatural and overly processed product. However, the end of the day, regardless of their age, if people are skeptical of these diet drinks, they’re most likely avoiding it as much because it seems old and outdated and not solely because they\'re “diet.” This is an overall response to consumer’s desires for more interesting and adventurous flavor experiences across the board and not just in water- whether its gum, chips, burgers or CSD’s. People are looking for more bold and unique flavor experiences.\r\n\r\n<strong>Satoru:</strong> There’s still a stigma associated with sweeteners like Splenda in “diet” products.  It’s a bit of a Catch-22: change the formula and your loyal diet Coke drinkers will scream; keep it the same and it will still be outside of the beverage consideration set of many health-conscious consumers.  But the new flavors will at least get the occasional diet soda drinker to give them a try.\r\n\r\n<strong>Q: How risky do you think is this move and what type of impact could it have on the brand?</strong>\r\n\r\n<strong>Satoru:</strong> It’s not really that risky. The CSD category has been troubled for quite some time so it requires bolder and possibly riskier moves from brands to turn it around.  They didn’t change the diet Coke formula and whether people like it or not, they’ll get used to the new package design.  I think they’ll see a bump in sales because it was a very considered change.  New package graphics and new flavors in a category that hasn’t seen much change as of late is big news. But there will also be some flavors that perform better than others and I’m sure The Coca-Cola Company is anticipating that.  I wouldn’t be surprised if we saw more new flavors in the next year.\r\n\r\n<strong>Dustin:</strong> Additionally, this move also seems to be setting them up on a roadmap of innovation; if any one flavor doesn’t succeed, they have opportunities to bring something new to the shelf. If they went with a re-formulation, it would be a tacit admission that it wasn’t good for you and they wouldn’t be addressing the challenge of excitement at shelf.\r\n\r\n<strong>Q: There have been instance when brands have tried to so something similar and its been met with backlash. Could Diet Coke face the same scenario?</strong>\r\n\r\n<strong>Satoru:</strong> I think we underestimate how, as a culture, we’re exposed to change at a much faster rate than ever before and the greater number of choices we have to today vs. in 2009, when the infamous Tropicana blunder happened.  Brands, especially leadership brands have an opportunity to flex their equities and be less precious with them, as long as the changes they make pay respect to what people love about the brand.\r\n\r\n<strong>Q: Any other closing thoughts on this topic?</strong>\r\n\r\n<strong>Satoru:</strong> Not every brand is in a position to make a dramatic change.  There has to be core users who will buy the product no matter what (as long as you don’t change the product) and there has to be significant investment behind supporting a dramatic graphics change.  This can be something like the choice to make the new diet Coke available in slim cans as well as standard 12 oz cans, to where the brand appears and how it’s presented.  The fact that they chose a simple color banded package design also signals that diet Coke is also considering how the brand could appear in small format, digital presentations like on a mobile device.  This is something they didn’t even think about when the brand was first launched in 1982.\r\n\r\n&nbsp;\r\n\r\n<em>Photo courtesy of Diet Coke</em>', 'A New Look & Taste for Diet Coke', '', 'publish', 'open', 'open', '', 'a-new-look-feel-for-diet-coke', '', '', '2018-09-28 21:34:11', '2018-09-28 21:34:11', '', 0, 'http://cbx.cappendev.com/thinking/16/a-new-look-feel-for-diet-coke', 0, 'thinking', '', 0),
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(1103, 9, '2018-01-19 22:19:50', '2018-01-19 22:19:50', '<p class=\"p1\"><em><span class=\"s1\">At CBX, we are rigorous in our pursuit of being at the forefont of conversations in popular culture; our aim is to ensure our work is informed by and consequently, able to contribute to it. The topic of women in higher office in business and politics has been of particular interest when we began working with <a href=\"http://www.sheshouldrun.org/\" target=\"_blank\" rel=\"noopener\">She Should Run</a>, a non-partisan organization encouraging and equipping women with the community and tools to consider running for public office. On the eve of the <a href=\"https://www.womensmarch.com/\" target=\"_blank\" rel=\"noopener\">Women\'s March</a>, in this edition of our \"Q&amp;A with...\" series, we speak with <a href=\"https://www.linkedin.com/in/erinlooscutraro/\" target=\"_blank\" rel=\"noopener\">Erin Loos Cutraro, the CEO and Co-Founder of She Should Run</a> on the importance of creating a brand that resonate in today’s communications-sensitive climate.</span></em></p>\r\n<p class=\"p1\"><span class=\"s1\"><b>1. Tell us what makes She Should Run unique?</b></span></p>\r\n<p class=\"p1\"><span class=\"s1\"><strong>Erin:</strong> Throughout the nearly decade of She Should Run\'s work, we have been dedicated to encouraging women from all political parties, all geographies and all demographics to run for office. We firmly believe in the saying “you can’t be it if you don’t see it” so, for our sisters, mothers, and daughters, we are dedicated to getting more women to run for office - period. </span></p>\r\n<p class=\"p1\"><span class=\"s1\">Women view us as a safe space where they can come and simply explore what it would mean to run for office and take the time to get specific about why they are running, what it would look like and how it affects them and their families without the added pressure of having to commit to a particular political party or group right off the bat.</span></p>\r\n<p class=\"p1\"><span class=\"s1\">It’s also important to make it clear that we’re in this for the long haul. Our work has never been about one candidate, one office, or one election cycle. Our work is about getting more women to run for office at every level of government, which is why last year we launched #250KBY2030, our initiative to get 250,000 women running by 2030. We’re asking women to take a huge step by running for office so we decided to put our money where our mouth was and set our own huge goal.</span></p>\r\n<p class=\"p1\"><strong><span class=\"s1\">2. What compelled you to start She Should Run?</span></strong></p>\r\n<p class=\"p1\"><span class=\"s1\"><strong>Erin:</strong> After being directly involved in politics for a number of years, I decided that it was time to change the playbook because we needed different outcomes with who we saw on the ballot across the country.</span></p>\r\n<p class=\"p1\"><span class=\"s1\"><b>3. What are the differences you’re seeing in how people were interacting with She Should Run before and after Nov 8, 2016?</b></span></p>\r\n<p class=\"p1\"><span class=\"s1\"><strong>Erin:</strong> Women are stepping up to run for office in greater numbers than ever before, and they aren’t necessarily waiting to be asked. Before Nov 8th, 2016 we had approximately 150 women come into our programs per month, since then we’ve had more than 16,000 women join our programs. </span></p>\r\n<p class=\"p1\"><span class=\"s1\">We’re also seeing the number of independent women or women who don’t want to identify with a party increase. There is no one path to elected leadership and every day since the 2016 election, we\'ve seen more and more women realize that they are already qualified and ready to run for office—and there are no signs of that changing anytime soon.</span></p>\r\n<p class=\"p1\"><span class=\"s1\">In our private community spaces, we\'ve also seen women feel empowered to speak candidly and openly about the difficulties and challenges they\'ve faced on their journeys to elected office and on the campaign trail.</span></p>\r\n<p class=\"p1\"><span class=\"s1\"><b>4. In our current political, media and business landscape where precise communications is paramount, how are you framing how you talk about and contextualize She Should Run?</b></span></p>\r\n<p class=\"p1\"><span class=\"s1\"><strong>Erin:</strong> It\'s increasingly important to remind folks that She Should Run is an inclusive organization. We believe that women of all backgrounds, ethnicities, abilities, and all sides of the political spectrum should have an equal opportunity to lead. Running for office isn\'t easy, so it\'s critical that we frame She Should Run as a space where women are welcome who want to run now, in 5 years, 10 years, or even later. We provide women with resources, guidance, support, and community no matter where they are on your journey. We also realize that running for office isn\'t for everyone, so we provide ways for women and men in our community, eager to support the next generation of women leaders, to take action to bring us closer to women\'s equal representation in government. </span></p>\r\n<p class=\"p1\"><span class=\"s1\"><b>5. CBX was introduced to She Should Run to work on the branding and messaging system, as well as ongoing design work. What do you believe is the importance of the role brand and design plays in an organization like She Should Run?</b></span></p>\r\n<p class=\"p1\"><span class=\"s1\"><strong>Erin:</strong> CBX has been instrumental in helping us position ourselves as the go-to organization for women who are considering a run for office. They’ve also created a branding and messaging system that has been critical in building and sustaining our highly engaged community of supporters—their work on our 500,000 Steps campaign for example. Over 16,000 women have reached out to She Should Run since the 2016 election alone and we would not be able to provide resources and guidance to those women without their generous support.</span></p>\r\n<p class=\"p1\"><span class=\"s1\"><b>6. What are your plans for She Should Run for 2018?</b></span></p>\r\n<p class=\"p1\"><span class=\"s1\"><strong>Erin:</strong> The status quo for women is over. 2017 was a seminal moment and we’re only going up from here that’s why the better question is what are our plans for 2030! While 2018 is going to be another step forward, a record number of women running for office, our goal is to build a She Should Run infrastructure that support women when they want to run. It may be this year or 2020 but that’s their decision. </span></p>\r\n<p class=\"p1\"><span class=\"s1\">But the surge of women exploring political leadership confirms that this is the right time to push for a major goal like getting 250,000 women to run by 2030. We plan to continue expanding the talent pool of women running for office in the United States while continuing to provide resources to the over 16,000 women and counting who have reached out to start their journeys to elected office with She Should Run’s programs. The need for a government that looks like the people it represents is more urgent than ever so we will also focus on making our programs accessible and attractive to even more women.</span></p>\r\n<em><strong>For more information on CBX\'s work with She Should Run, check our our Creative Director, Lesley Stordahl\'s interview with <a href=\"https://designobserver.com/feature/for-she-should-run-politics-today-are-all-about-the-brand/39696\" target=\"_blank\" rel=\"noopener\">AIGA\'s Design Observer</a>. </strong></em>', 'Q&A with Erin Loos Cutraro, Founder & CEO of She Should Run', '', 'publish', 'open', 'open', '', 'qa-with-erin-loos-cutraro-founder-ceo-of-she-should-run', '', '', '2018-09-28 21:31:38', '2018-09-28 21:31:38', '', 0, 'http://cbx.cappendev.com/thinking/16/qa-with-erin-loos-cutraro-founder-ceo-of-she-should-run', 0, 'thinking', '', 0),
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(1105, 1, '2018-02-01 17:24:50', '2018-02-01 17:24:50', '<em>In a new three-part series, we explore the many facets of design packaging. What is its significance in the digital age? How has it changed from previous generations and what does it mean to younger generations today? And ultimately, why should brands care about any of this? Our Chief Marketing &amp; Strategy Officer, Dustin Longstreth introduces the series with his thoughts: </em>\r\n<strong>Is Your Brand Ready for the Golden Age of Packaging? </strong>\r\n\r\nDisruption. It is perhaps both the most overused and most accurate word to describe the nature of what is occurring in almost every walk of life these days. Long held standards, rules of thumb and laws of nature are being replaced, seemingly overnight, by the new, the innovative, the revolutionary.\r\n\r\nWhile we are undeniably inundated with new, there is nothing new about creative destruction. Technological advances do and will continue to destroy businesses, and even industries, but in doing so they open up far more opportunities for those willing to think creatively and redirect their efforts.\r\n\r\nThe recent shifts in the entertainment industry provide us with a great example. For decades, the two hour major theatrical release dominated. The feature film industry attracted the best talent, received the most exposure, made the most money and had the greatest cultural impact because it was the most robust, accessible, mass format. Television couldn’t compete.\r\n\r\nUntil things changed.\r\n\r\nThe coming of age of cable along with the innovation of companies like HBO and CNN set a new standard of what television could be. Things changed even more, and faster, with mass adoption of digital streaming.\r\n\r\nEnter, The Golden Age of Television. Always-on distribution via digital streaming through personal devices has wreaked havoc on what was the traditional film studio model but has opened the floodgates for endless innovation in entertainment and storytelling. Technological disruption led to new levels of creative exploration, new models for value creation and a new set of competitors – from Netflix to Amazon to Apple and AT&amp;T.\r\n\r\nWe believe the consumer packaged goods category is at this crossroads. The big box retail channels, formats and experiences that CPG packaging was designed for are in the midst of significant disruption. Tried and true ways of designing packaging and building brands are being challenged at every turn. But with the destruction of the old comes many more opportunities for the new.\r\n\r\nFor years, packaging has been a critical piece of brand communication – the one that truly needed to deliver at the first moment of truth. However, packaging for mass consumer product goods had to adhere to a number of constraints – largely driven by the big box retail channels in which they were distributed. Packaging needed to be an advertising billboard, a navigational tool to aid in shopping, a reliable means of shipping and a builder of experiential brand equity – all within the constraints of the uniformity that is required to serve the scale of the big box format.\r\n\r\nWhile brick and mortar shopping still remains dominant and many of those constraints aren’t going away anytime soon, in this series we will take a look at how new technologies and digital distribution channels are providing innovative packaging design opportunities for consumer product brands to explore. For example, as people are discovering products and brands as much through searching online as they are through browsing the aisle, how should we think about designing for the digital shelf? In our image-driven social media landscape, what are the new opportunities to design packaging that can serve as lifestyle content for consumers interested in curating their own personal brands? And what new functional packaging innovations await when designers are free to focus more on solutions for the shelves in your kitchen cabinet than the shelves at your local grocery store?\r\n\r\nWhen asked about the disruptive impact photography was going to have on art, Pablo Picasso famously responded, “Now at least we know everything that painting isn\'t.” There was no longer a need for him to paint realism. The camera had mastered it. But Picasso realized he was finally free to imagine and create everything that camera could not.\r\n\r\nDisruption in retail and CPG cannot be avoided. But a <strong>Golden Age of Packaging Design</strong> awaits for those brands with the imagination and creativity to seize it.\r\n\r\n***\r\n\r\nStay tuned as we post our first in the the series tomorrow: <em><strong>Package Functionality in the Digital World.</strong></em>\r\n\r\n&nbsp;', 'The Golden Age of Packaging', '', 'publish', 'open', 'open', '', 'the-golden-age-of-packaging', '', '', '2018-09-28 21:29:11', '2018-09-28 21:29:11', '', 0, 'http://cbx.cappendev.com/thinking/16/the-golden-age-of-packaging', 0, 'thinking', '', 0),
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(1107, 9, '2018-02-05 21:01:53', '2018-02-05 21:01:53', '<em>In <strong>Part 1 of our 3-Parter</strong> blog series examining packaging design, <strong>Sarah Mitty</strong> explores the necessary evolution of packaging design in order to survive  our digital-driven times. </em>\r\n***\r\n\r\n<span style=\"font-weight: 400;\">It is no secret online shopping creates an entirely new purchasing journey for the consumer. What was previously a physical experience of interacting with products has now become virtual as well. Nowadays, thumbnail icons are the new shelf-presence and 3-D zoom is the equivalent to picking up a product and holding it in your hands. Now, packaging not only needs to work on shelf—but also in the digital realm.</span>\r\n\r\n<span style=\"font-weight: 400;\">While the online shopping revolution may make some nostalgic for the days of brick and mortar, online purchasing allows for exciting new opportunities in packaging functionality.</span>\r\n\r\n<strong>From Shopability to Usability</strong>\r\n\r\n<i>In-store Functionality</i>\r\n\r\n<span style=\"font-weight: 400;\">When considering in-store shopping as the primary avenue for consumer interaction, the function of package design is to attract attention on shelf and enhance the experience of in-person interaction. The purpose of packaging for in store is not only to create a visual experience but a tactile one as well.  </span>\r\n\r\n<span style=\"font-weight: 400;\">Product packaging needs to physically work in a store context. This means that a shape-shifting bag of cereal requires an upright box to sit on the shelf, a 12-pack beer needs handles so it can be easily carried and blister packs are a necessity for select products to prevent tampering.</span>\r\n\r\n<span style=\"font-weight: 400;\">Additionally, package design must aim to attract consumer attention. Through maximizing shelf space with attractive colors and unique designs, a product can stand out from the crowd; functional packaging accomplishes the feat of brand recognition. When loyal customers scan store aisles for their favorite product, they are looking for the distinct colors, imagery, and structures associated with the brand. Drastically changing packaging can be a dangerous gamble for in-store shopping. Failure to recognize brand packaging can send a message of inconsistency and confusion over brand personality and values.</span>\r\n\r\n<i>On-line Functionality</i>\r\n\r\n<span style=\"font-weight: 400;\">With the imminent move to digital from all brands, we are not far from a full-blown e-commerce takeover. It’s hard to find something that cannot be purchased online, and more products are now exclusively sold direct to consumers via brand websites.</span>\r\n\r\n<span style=\"font-weight: 400;\">Package design now often lives on a jpeg, and delivery to doorstep is the norm. Many of those with store restraints can become non-issues if products are purchased online. Packaging no longer needs to work on shelf, which means goodbye nail breaking blister packs and hello clear plastic bags of cereal.</span>\r\n\r\n<span style=\"font-weight: 400;\">While it may seem like an exaggeration, is there really problem with stamping your brand name on a non-descript bag and shipping it to consumers? Brand recognition online is all too easy—simply type “Cheerios” into Amazon and up pops every variation of the product you could ever dream of. If consumers see the iconic yellow box online, is it a problem if all they receive is a translucent bag with just the product?</span>\r\n\r\n<span style=\"font-weight: 400;\">There are pros and cons to such an approach of online packaging. A few pros: It can be much more cost efficient; by removing the extra cardboard box, the same product can be sold at a lower price. Additionally, it is much more sustainable. Ditch the box, save a tree.</span>\r\n\r\n<span style=\"font-weight: 400;\">Yet, it is not quite so simple. A possible con is that the product still needs to work in the home, and even if it doesn’t have to sit on shelf in a store, it has to sit on shelf at home. So maybe the flimsy bag of cereal will have to wait.</span>\r\n\r\n<span style=\"font-weight: 400;\">The shipping process also brings new meaning to functional packaging. Now, it is all about facilitating a speedy and damage-free journey for the product from manufacturer to consumer. Keeping products safe throughout shipping requires massive amounts of bubble wrap, cardboard, and other environmentally-damaging materials that would not have been needed in store. So, even if we got rid of the cereal box, we’d need an even stronger cardboard box around the cereal itself to protect it during shipping.</span>\r\n\r\n<span style=\"font-weight: 400;\">Perhaps playing with packaging structure in this way is something that can be explored by brands selling online. Maybe boxes for shipping can become the branded packaging itself. Or packaging can move on from the traditional box structure and take a different form entirely. Without the restrictions of the demanding store shelf, brands can become creative with package design by taking advantage of the opportunities e-commerce brings.</span>\r\n\r\n<strong>Purely Function to Functional Experience</strong>\r\n\r\n<span style=\"font-weight: 400;\">On-line shopping both breaks down barriers and creates new ones for package design. Of those broken down, flexibility in package structure may be the most substantial. Although shipping a bag of cereal may not work (yet), the idea that packaging can break out of traditional molds is an interesting consideration. Product structure can be altered off shelf to better-fit consumer wants, such as ease of use, cost efficiency, and sustainability. While these practical advancements would undoubtedly improve the lives of consumers, even more exciting is the possibility for brands to play with structure in a way that reflects brand purpose.</span>\r\n\r\n<span style=\"font-weight: 400;\">A great example is <a href=\"http://thelmastreats.com/\" target=\"_blank\" rel=\"noopener\">Thelma’s Treats</a>, a small company out of Des Moines. For their deliveries, Thelma’s uses an  innovative box structure that looks like an oven to reflect the fresh-baked cookies inside. This structure would never fit nor be effective on a store shelf due to its size and shape. Yet, since the cookies are sent directly to the home, the oven shaped package provides an exciting unboxing experience that emphasizes brand personality and values.</span>\r\n\r\n<span style=\"font-weight: 400;\">In a similar vein,<a href=\"https://www.trunkclub.com/new-york\" target=\"_blank\" rel=\"noopener\"> Trunk Club</a> provides online personal shopping assistants that send hand picked clothing selections to homes in a trunk-shaped package. Consumers experience a unique unboxing moment when they open their trunk, revealing the surprise clothing pieces their stylist selected for them. Trunk Club uses packaging to enhance user experience in a category where packaging isn’t even entirely necessary. When you shop for clothing in store, there is no packaging involved. However, Trunk Club uses a combination of clever marketing and inventive packaging to send clothing to consumers in a way that is both interactive and exciting.</span>\r\n\r\n<strong>From Excess to Eco-Friendly</strong>\r\n\r\n<span style=\"font-weight: 400;\">There is also possibility to promote sustainability through e-commerce package design. While most brands opt to go the traditional route and ship products in heavily padded cardboard boxes, there is room for innovation to better resonate with environmentally conscious consumers. People want to purchase brands that reflect their values, so consumers who care about the environment may be more partial to a brand that emphasizes sustainable initiatives such as eco-friendly packaging. Zara, for example, recently launched their “boxes with a past life” campaign. When consumers order online from Zara, their purchases arrive in a 100% recycled cardboard box. With the parallel rise of digital commerce and environmental activism, sustainable campaigns are not only smart but culturally relevant. </span>\r\n\r\n<span style=\"font-weight: 400;\">While some brands are already taking advantage of the opportunities that e-commerce packaging provides, many have still not altered their in-store packaging. Although in-store purchases account for 91% of sales, on-line sales are growing rapidly and staying ahead of the curve could have major pay offs.</span>\r\n\r\n<span style=\"font-weight: 400;\">Expect to see many more brands playing with package functionality and structure in the near future. With the unavoidable digital revolution materializing before our eyes, it is crucial to keep up with brands that are providing a superior consumer experience through innovative online packaging.</span>\r\n\r\n&nbsp;\r\n\r\n<em>Stay tuned for part 2 where we look at the new and and unique media and marketing opportunities afforded by smart and thoughtful packaging design. </em>', 'Design Packaging: Package Functionality in the Digital Age (Part 1 of 3)', '', 'publish', 'open', 'open', '', 'packaging-functionality-in-the-digital-age', '', '', '2018-09-28 21:27:44', '2018-09-28 21:27:44', '', 0, 'http://cbx.cappendev.com/thinking/16/packaging-functionality-in-the-digital-age', 0, 'thinking', '', 0),
(1108, 9, '2018-02-07 16:10:38', '2018-02-07 16:10:38', '<em>In <strong>Part 2 of our 3-Parter</strong> blog series examining packaging design, <strong>Krisana Jaritsat</strong> discusses how thoughtful packaging can serve as a bigger marketing and media experience for consumers.</em>\r\n***\r\n\r\n<span style=\"font-weight: 400;\">Back in early 2016, when Evan Spiegel, the co-founder and CEO of Snapchat (or more accurately, Snap, Inc) was asked to describe his Gen Z and Millennial favored social media platform, he stated</span><a href=\"https://techcrunch.com/2016/04/30/according-to-its-cofounder-and-ceo-snapchat-is-mainly-a-camera-company/\"> <span style=\"font-weight: 400;\">“it was a camera company.”</span></a><span style=\"font-weight: 400;\"> According to a </span><a href=\"http://fortune.com/2016/04/13/snapchat-instagram-piper-jaffray/\"><span style=\"font-weight: 400;\">Piper Jaffray Report in 2016</span></a><span style=\"font-weight: 400;\">, Spiegel’s “camera company” was named the most important social network by teenagers. Not the company whose mission was to help connect the world </span><span style=\"font-weight: 400;\">(</span><a href=\"https://www.facebook.com/notes/mark-zuckerberg/building-global-community/10154544292806634/\"><span style=\"font-weight: 400;\">that would be Facebook</span></a><span style=\"font-weight: 400;\">)</span><span style=\"font-weight: 400;\"> nor the company cited years ago as an entertainment platform by its founders </span><span style=\"font-weight: 400;\">(</span><a href=\"https://techcrunch.com/2011/04/02/instagram-2/\"><span style=\"font-weight: 400;\">that would be Instagram</span></a><span style=\"font-weight: 400;\">)</span><span style=\"font-weight: 400;\">. No, the most important tool in a teenager’s arsenal was one that helped document and share their lives in ephemeral images (alongside a dancing hot dog) via their phone or a pair of circular $130 sunglasses.</span>\r\n\r\n<span style=\"font-weight: 400;\">Now certainly, what a difference the past two years make. Once a darling of the tech world, the common conversation around Snap these days ranges from whether their IPO was overvalued, can the company innovate fast enough to compete with competitors or the increasing decline of their DAU’s amongst a slew of other topics. Regardless of whichever direction Snap goes, it is inarguable that the company has been one of the most influential companies in the past few years. And that such a company self-prescribes not to the technology, media, or entertainment worlds but instead, but as a visual documentation entity, should be a telling sign of demographical taste and behavior. And perhaps Spiegel senses a bigger opportunity for his brand in planting a firm stake in the world of visual communications.</span>\r\n\r\n<span style=\"font-weight: 400;\">For those aged 36 and younger (Millennials, Gen Z and ensuing demographics downwards), there has always existed some semblance of digital communications. For those skewing on the older scale, the painful sounds of dial-up connection were the route to connecting with friends and representing oneself through a clever AIM name. Those on the younger end have never known a life without carefully curated and discerningly filtered vacation pictures, feelings and statements expressed in 126 characters or less and seeing every activity of their friends and family represented in timeline-form. For the latter group, the habit of and familiarity with documentation has naturally progressed into that of self-representation.</span>\r\n\r\n<span style=\"font-weight: 400;\">The continued rise of social media platforms, in its increasingly sophisticated forms and features, have undeniably amplified both the means and desire to “self express” and the weight and benefits of those actions. Individuals who’ve figured out how to monetize these actions become “Influencers” with the rest of us following along, sharing our lives and those brands our lives intersect with. And those companies savvy enough to understand the opportunity this new mindset provides them? Well they get to see their brands live out in a myriad of additionally beneficial ways.</span>\r\n\r\n<span style=\"font-weight: 400;\">Unsurprisingly, some of the best examples of brands creating unique ways of integrating into their consumer’s lives and personal brands are ones whose founders are apart of these generations. Brands such as Glossier, Warby Parker, Kylie Cosmetics  and Alexander Wang all provide interesting examples of leveraging their customer’s appetite for self-representation through the brands they consume. Using design as the primary tool, the brands packaging and points of purchase are tailored-made to be photographed and shared, cultivating a loyalty and affinity from its users and those literally, “Following” them.</span>\r\n\r\n<strong><i>Packaging for the ‘Gramming</i></strong>\r\n\r\n<span style=\"font-weight: 400;\">Glossier is a digital-first and youth-targeted led beauty and lifestyle brand. Google “Glossier” and you can read a myriad of glowing articles and reviews on its products, business model or Millennial founder. In the articles, a handful of “product as porn” photographs accompany the copy; face lotions and lip balms meticulously shot and angled, with sunlight bouncing off its container or sitting amongst other beautifully</span><a href=\"https://www.theguardian.com/artanddesign/shortcuts/2017/mar/22/millennial-pink-is-the-colour-of-now-but-what-exactly-is-it\"> <span style=\"font-weight: 400;\">“millennial pink”</span></a><span style=\"font-weight: 400;\"> hued products. Most likely, you’ll see them set against a “millennial pink” place mat of sorts. It all looks professionally photographed. But, look again. See the familiar Instagram frame? The image isn’t from the company. It’s an image from one of the brand’s many countless fans.</span>\r\n\r\n<span style=\"font-weight: 400;\">#glossierpink and #glossierinthewild are only two of the many hashtags on Instagram its fans tag of their newly purchased products or sometimes, of a similar pink hue they stumble upon in the world that reminds them of their preferred beauty brand. While the products themselves, which are meticulously and obsessively reviewed on many blogs and more Reddit threads you can count, are supposedly the “hero” of the brand, what’s more interesting is the community the brand has built that evangelizes the brand all on their own and mostly on visually-driven social media platforms. Creating a fan of one consumer through thoughtfully made products is great; equipping the same consumer with boxes</span><span style=\"font-weight: 400;\">,</span><a href=\"https://www.instagram.com/explore/tags/glossierstickers/\"> <span style=\"font-weight: 400;\">stickers</span></a><span style=\"font-weight: 400;\"> and place mats so they can shout out their love to their followers…who in turn, shout out their love to </span><i><span style=\"font-weight: 400;\">their </span></i><span style=\"font-weight: 400;\">followers, that’s packaging that gets extra mileage.</span>\r\n\r\n<strong><i>Equity through Affiliation</i></strong>\r\n\r\n<span style=\"font-weight: 400;\">Savvy brands understand the start of the product experience doesn’t begin solely at use. More accurately, it begins at point of purchase regardless of whether the item is bought IRL or URL. Warby Parker’s in-store retail experience and customer service is consistently lauded; but the first sole experience the buyer has with the product is the retrieval of the glasses from the Warby Parker branded cotton tote bag the purchase comes in. The glasses are the star but the package its housed in begs to be re-used and why wouldn’t you? It’s re-usable, well sized and the cache of being affiliated with a millennial-friendly non-conglomerate, socially conscious brand (as oft-told, an additional pair of glasses is donated alongside each purchase) reflects nicely off your personal brand.</span>\r\n\r\n<span style=\"font-weight: 400;\">The packaging bypasses its designated life as a disposable container. Instead, it both contributes to a more premium “un-packaging” experience and gets an extended presence into the user’s life. The brand is carried around like a badge and the user reaps the benefits of functionality and cache. And to think, it could have just been a plastic bag.</span>\r\n\r\n<strong><i>Packaging as Access</i></strong>\r\n\r\n<span style=\"font-weight: 400;\">The popularity of the Kardashian family backed, Kylie Cosmetics line has not been without its controversy. It’s faced many accusations, amongst them</span><span style=\"font-weight: 400;\">-</span><a href=\"https://www.buzzfeed.com/danielacadena/people-are-accusing-kylie-jenner-of-repackaging-old-lip-kit?utm_term=.daM1MmPe#.ywXDP3BQ\"> <span style=\"font-weight: 400;\">re-packaging old colors and re-selling them</span></a><span style=\"font-weight: 400;\"> to  </span><a href=\"http://www.allure.com/story/kylie-jenner-accused-of-copying-makeup-artist-vlada-haggerty\"><span style=\"font-weight: 400;\">re-appropriating another artists’ work</span></a><span style=\"font-weight: 400;\">. However, the brand, since its introduction in 2015 (initially as Kyle lip kits), was a hit from the start, amassing long queues of overnight campers at its sporadic pop-up shops and racking up pages of press-hype salivating at each of the brand’s product launches. Products sell out within hours of launch and social media images pop up shortly of ecstatic buyers gleefully showing off their new purchases.</span>\r\n\r\n<span style=\"font-weight: 400;\">Alongside the product itself, the branded packaging serves up opportunities for social-media driven/social-media worthy attention. Visit the brand’s</span><a href=\"http://www.kyliecosmetics.com\"> <span style=\"font-weight: 400;\">official website</span></a><span style=\"font-weight: 400;\"> or</span><a href=\"https://www.instagram.com/kyliecosmetics\"> <span style=\"font-weight: 400;\">official Instagram page</span></a><span style=\"font-weight: 400;\"> and you’ll see as many product shots as you do packaging shows – all meticulously angled and beautifully lit. </span><span style=\"font-weight: 400;\">Visit</span><a href=\"https://www.tumblr.com/tagged/kylie-cosmetics\"> <span style=\"font-weight: 400;\">any fan hashtagged paged on Tumblr</span></a> <span style=\"font-weight: 400;\">and you’ll find similar shots. The many distinct design elements that make up the brand- from its main lip logo to her cursive signature not only adorn the products and packaging but the promotional swag sold along side the products themselves.</span>\r\n\r\n<span style=\"font-weight: 400;\">The product quality itself is oft questioned but it’s undeniable that its purchasers are buying the products,</span><a href=\"http://fashionmagazine.com/beauty/kylie-lip-kit-dupes/\"> <span style=\"font-weight: 400;\">which apparently have many “dupes” in the market</span></a><span style=\"font-weight: 400;\">, for the brand equity. They’re not buying for the cosmetics, they’re buying the ability to flaunt access to the products. These coveted products are limited in quantity and only the diehard few get them…or more accurately, get to them.</span>\r\n\r\n<span style=\"font-weight: 400;\">The product provides function but the packaging serves as social currency representing access. Currency to the ‘Insta-Generation’ isn’t necessarily about high prices or exclusivity beholden to those high prices; instead it’s about accessibility. Or more accurately, the ability to access and consequent ability to document the access on social media.  </span>\r\n\r\n<strong><i>Delivery as Brand </i></strong>\r\n\r\n<span style=\"font-weight: 400;\">Collaborations between perceived high and low fashion brands have increasingly permeated the industry the past couple of years. Billed as “exclusive,” the collaborations are typically released in limited supply leading to massive re-sales on websites like Ebay sometimes hours after a launch. Similarly, “sneakerheads” have perpetuated a similar re-sale culture but not necessarily for special collaborations but new releases in general. In both cases, while most brands were initially angered by their profit margin losses due to these re-sales, some have leveraged the unique “business model” to their advantage.</span>\r\n\r\n<span style=\"font-weight: 400;\">A couple of seasons ago, streetwear inspired fashion designer Alexander Wang collaborated with Adidas to create the ‘adidas Originals by Alexander Wang Capsule Collection.’ The line was inspired by a subversive take on the storied sport branding; for instance, the Adidas logo was turned upside down and one shirt had a screen-printed contract between Wang and adidas. The guerilla-style marketing was inspired by the sporting goods re-sell market; a truck driving around New York would make stops, buoyed by seemingly obscure flyers and well-timed social media posts a few hours beforehand. Hypebeasts queued to buy the items handed to them in very distinct packaging:  black plastic garbage bags. As in the garbage bags you throw out, well…garbage in.</span>\r\n\r\n<span style=\"font-weight: 400;\">The re-sell market is a peculiar beast; it’s not necessarily illegal but it’s undoubtedly frowned upon as 13 year-old teenagers scoop up the merchandise in droves only to later sell it at 10 times the markup.</span>\r\n\r\n<span style=\"font-weight: 400;\">The entire transaction of the Alexander Wang and adidas collaboration was a nod to the re-sale culture- beginning with underground-like marketing and ending with the final garbage-bag designed encased wink to the unauthorized nature of the transactions.</span>\r\n\r\n<span style=\"font-weight: 400;\">Ultimately, brands miss out on integrating more deeply into their consumer’s lives when they fail to utilize aspects of the purchasing experience such as the transaction or packaging. It’s not a new notion that the brands consumers buy contribute to representing a certain image they want to convey; however, the proliferation of social media platforms has made self-representation easier to amplify and thus much more enticing. Last year, Instagram expanded its Instagram Direct messaging feature to incorporate a Snapchat-esque feature, Instagram Stories. When </span><a href=\"https://techcrunch.com/2017/04/11/instachat-direct/?ncid=rss\"><span style=\"font-weight: 400;\">the company’s Product Lead for Sharing was interviewed by Techcrunch</span></a><span style=\"font-weight: 400;\">, he stated “There’s a shift right now… with a generation where the main way they communicate is their camera.” If visual imagery is indeed the main way current generations are choosing to “share about” themselves, it would be in a brand’s best interest to figure out how to play a better role so they become more integral in their consumer’s day to day. And if the solution is through a more thoughtfully designed package, perhaps one ready to be photographed, what’s stopping a brand from participating?</span>\r\n\r\n&nbsp;\r\n\r\n<strong><em>Stay tuned for part 3 where we look at how different design cues can serve a bigger purpose beyond \"packaging.\"</em></strong>', 'Design Packaging: Brand as Representation (Part 2 of 3)', '', 'publish', 'open', 'open', '', 'design-packaging-brand-as-representation-part-2-of-3', '', '', '2018-09-28 21:25:55', '2018-09-28 21:25:55', '', 0, 'http://cbx.cappendev.com/thinking/16/design-packaging-brand-as-representation-part-2-of-3', 0, 'thinking', '', 0),
(1109, 0, '2018-09-24 18:21:17', '2018-09-24 18:21:17', '', 'AudraBlog-02-1', '', 'inherit', 'open', 'closed', '', 'audrablog-02-1', '', '', '2018-09-24 18:21:17', '2018-09-24 18:21:17', '', 1038, 'http://cbx.cappendev.com/app/uploads/2018/09/AudraBlog-02-1.jpg', 0, 'attachment', 'image/jpeg', 0),
(1110, 9, '2018-02-09 15:56:59', '2018-02-09 15:56:59', '<em>In <strong>Part 3 of our 3-Parter</strong> blog series examining packaging design, <strong>Vannett Li</strong> and <strong>Krisana Jaritsat</strong> look at emerging design cues brands are exploring as they try to stand out on both a literal and digital shelf.</em>\r\n***\r\n\r\nPackaging’s role on shelf is to attract, engage, and sell. When brick and mortar was the de facto shopping destination for consumers, standing out on  sometimes, a literal shelf in a supermarket or grocery store was one of the primary goals of how brands approached traditional packaging.  Category cliches and functional claims were prioritized over the brand resulting in a sea of uniformity and neon violators shouting “NEW”, “ORGANIC”, “IMPROVED”. Physical constraints of the shelf discouraged innovative structures. An overwhelming amount of brands assaulting the consumer from every angle prevented marketers from launching bold and daring designs in fear that the consumer won’t be able to reliably find their brand. Shopping in store was purely transactional.\r\n\r\nHowever, as shopping migrated online and e-commerce exploding, new considerations had to be made by brands. Design decisions had to reflect and address such issues such as whether your goods were sold on websites like Amazon versus DTC on your own website or how your brands would spread via social media websites like Instagram or Pinterest. However, as result, it’s never been easier and cheaper for a new brand to speak to and build a customer base solely online. Suddenly, packaging design became free from the challenges of a crowded retail environment and the strict constraints of the shelf; instead it could solely focus on engaging the consumer. Brands began utilizing programmable algorithms and digital printing to create limitless design to delight consumers. Two great examples over the past few years was <a href=\"http://www.adweek.com/brand-marketing/ad-day-absolut-143329/\" target=\"_blank\" rel=\"noopener\">Absolut Vodka</a>, one of the first brands to introduce a limited edition range of four million uniquely decorated bottles in 2012, and <a href=\"http://www.coca-colacompany.com/stories/summer-of-sharing-share-a-coke-campaign-rolls-out-in-the-us\" target=\"_blank\" rel=\"noopener\">Coca-Cola</a> which mass-personalize their bottles by replacing the logo with 250 of the most popular American names via their 2014 ‘Share a Coke’ campaign.\r\n\r\nMany other brands have taken advantage of the digital medium to create packaging that not only serves a function but further connect with their brands in interesting and experiential ways. We’ve identified three emerging visual codes – <strong>Personalized Flair, Unshackled Creativity, and No BS</strong>– that will be particularly interesting to keep an eye on.\r\n\r\n<strong>Personalized Flair</strong>\r\n\r\nWhen something is made especially for you, it is instantly more special than any mass design – no matter how many million variations may be out there. It’s exactly how you want it, no alternations or adjustments needed. More importantly you’ve invested the time to create it and the brand has invested time in getting to know you. That’s a pretty powerful bond.\r\n\r\n<a href=\"https://www.bearnakedcustom.com/BearNaked\" target=\"_blank\" rel=\"noopener\">Kellogg\'s Bear Naked</a><span style=\"font-weight: 400;\"> introduced their Custom Made Granola offering in 2016 with the help of IBM Watson. Consumers can choose from 50+ ingredients to create their custom blend or allow “Chef Watson” to suggest a blend based on their personal flavor preferences. After you finalized your custom blend, Bear Naked lets you to name your blend and select one of five bear illustrations to represent your creation.</span>\r\n\r\n<span style=\"font-weight: 400;\">Without the challenges and constraints of an in-store environment, Bear Naked’s Custom Made Granola packaging has the permission to take on a much more confident design. The Bear Naked bear is bear is front and center without being overcrowded by claims. The plastic pouch with a window has been traded up for a premium tin as communicating taste appeal is not a necessity. Paired with bold box and a handwritten note, Bear Naked’s Custom Made Granola is a superior brand experience.</span>\r\n\r\nNew York based startup <a href=\"https://www.functionofbeauty.com/\" target=\"_blank\" rel=\"noopener\">Function of Beauty</a><span style=\"font-weight: 400;\"> is giving its consumers the ability to customize their shampoo and conditioner. Consumers start with a quiz to build your hair profile and tell the brand about your hair goals. Once your profile is complete, you can customize your formulas via scent, fragrance strength and color. A couple of days later, your shampoo and conditioner arrive in a beautifully designed box with directions for washing and conditioning, a full list of ingredients, and two pumps. The inside of the box reminds you to “celebrate individuality.\"</span>\r\n\r\n<strong>Unshackled Creativity</strong>\r\n\r\n<span style=\"font-weight: 400;\">The combination of digital disruption and the increasingly design-conscious consumer have both allowed and pushed brands to tinker with any traditional notions and constraints of packaging. A website like </span><i><span style=\"font-weight: 400;\">The Dieline</span></i><span style=\"font-weight: 400;\"> provide forums for design lovers to analyze and comment on every single detail of a package from the front choices of the ingredients list, the merits logo sizes to the specific Pantone hue chosen for a carton label.</span>\r\n\r\n<a href=\"https://dirtylemon.com/\" target=\"_blank\" rel=\"noopener\">Dirty Lemon</a><span style=\"font-weight: 400;\">, a New York based beverage company specializing in detoxifying beverages infused with collagen, ginseng and charcoal, houses its liquids in bottles seemingly inspired by the artist Piet Mondrian .  The bright colors and geometric designs of the package are tailored-made for the “Instagram generation”- which may be apart of the business strategy itself.</span><a href=\"http://www.thepathmag.com/beyond-the-conventional-dirty-lemon-zak-normandins-story/\"> <span style=\"font-weight: 400;\">In an interview with the fitness and lifestyle blog</span><i><span style=\"font-weight: 400;\">, The Path</span></i></a><span style=\"font-weight: 400;\">, founder Zak Normadin (who comes from an advertising background nonetheless) admits the beginning of his product research started on Instagram, analyzing how his targeted Millennial demographic’s behavior on the platform.</span>\r\n\r\n<span style=\"font-weight: 400;\">Interestingly, with close to 60K followers currently on the platform, the brand posts very few images of the hero bottle itself and instead, choose to highlight wellness and aspirational living. However, a quick search of the brand’s hashtag reveals numerous images of the bottle, carefully art directed against a bare background or lovingly held in hand, by it consumers.  Who would’ve thought charcoal-infused water could look so beautiful?</span>\r\n\r\n<a href=\"https://www.dollarshaveclub.com/\" target=\"_blank\" rel=\"noopener\">Dollar Shave Club</a><span style=\"font-weight: 400;\">, the razor and personal grooming products, began as a VC backed company with a humble value proposition. The brand, started in 2011 by founders who met at a party, delivered razors to consumers via a monthly subscription. The products had cheeky names like “The Humble Twin” or “The Executive” (razors) and “Boogie’s” (hair products); five years later, in 2016, they were acquired by Unilever for reportedly $1 billion in cash. </span>\r\n\r\n<span style=\"font-weight: 400;\">Dollar Shave Club’s unconventional journey, beginning with a unique DTC offer was perhaps indicative of its overall unique marketing. The brand’s irreverent sense of humor is clear in its initial efforts with video marketing - one of its first videos is titled “Our Blades are F***ing Great” – to its social media-ready Welcome Kits and various packaging collateral . By understanding that not only does an unconventional brand deserve unconventional branding but that its brand voice must be consistent throughout its marketing ecosystem, Dollar Shave Club uses its packaging as a method of reiterating its brand time and time again- and often in hilarious ways. </span>\r\n\r\n<a href=\"https://www.shethinx.com/\" target=\"_blank\" rel=\"noopener\">Thinx</a><span style=\"font-weight: 400;\"> is a brand challenging not just traditional notions of product category but of how a product category can be marketed. Self described as period-proof underwear, Thinx is attempting to compete against the entire feminine product category. The majority of marketing for menstruation products is focused on empowerment, activity or the “logistics” of how the product works itself. Thinx approaches menstruation straightforwardly in both its marketing and packaging, sometimes in a cheeky manner (i.e grapefruit and eggs as subject matter, illustrated cartoons as directions) in elegantly muted and sophisticated color tones and photography. While the packages itself may not be as Instagrammable as other brands (which may be more so a result of societal attitudes towards mensturation), they do challenge how a product, often treated as a taboo product, is creatively presented, marketed and communicated about.</span>\r\n\r\n<strong>No BS</strong>\r\n\r\n<span style=\"font-weight: 400;\">Alongside bespoke-ness and creativity, we can address the opposite end of the spectrum: straight-forward, to-the-point, no BS branding. Nowadays, we are repeatedly told of the lack of loyalty customers seemingly have towards brands. The culprit?  Possibly a number of factors- newer generations valuing experiences thus paying less attention to stiff  (and the name on the stuff), more competitive pricing as a result of the number of SKU’s available, consumer desire to align with a brand’s bigger value and purpose to the world, who really knows?</span>\r\n\r\n<span style=\"font-weight: 400;\">What we do know though is the marketplace’s reaction. Not just through products made and sold but how its marketed and packaged. A recent entry into essentially the private label business is Brandless. Launched in Spring/Summer 2017, the e-commerce DTC startup offered an interesting proposition: household and food items all priced at $3. Sans logo or “name” (Is Brandless the name or the notion? Both?), the company sells its products in minimally designed packaging with the product name “Maple Syrup” and “Gel Hand Soap” featured front and centered. Not to say the designs aren’t aesthetically pleasing, they are generic yet pleasant. In bypassing all traditional norms of what constitutes the beginnings of a brand- </span><i><span style=\"font-weight: 400;\">Logo? Name? Easily identifiable aesthetic? </span></i><span style=\"font-weight: 400;\">– instead, Brandless focuses its spotlight on its unique and peerless brand proposition. Perhaps the new emerging visual code of packaging is none at all?</span>\r\n\r\n<span style=\"font-weight: 400;\">The new opportunities that digital provides for brands to connect is unprecedented and uncharted. The traditional functionality that packaging previously provided is now replaced with various ways to entertain, inform, and thoughtfully market not just the product or service being sold but additionally, the brand’s values, intentions and point of view. If done correctly, the experience and design of a package can also have a second life as an emblem for the consumer. If you’re lucky, you too may find your bottle or bag on a buyer’s Instagram’s page….and hopefully they’re remember to hashtag your brand correctly. </span>', 'Design Packaging: Emerging Visual Codes (Part 3 of 3)', '', 'publish', 'open', 'open', '', 'design-packaging-emerging-visual-codes', '', '', '2018-09-28 16:27:22', '2018-09-28 16:27:22', '', 0, 'http://cbx.cappendev.com/thinking/16/design-packaging-emerging-visual-codes', 0, 'thinking', '', 0),
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(1113, 1, '2018-02-20 15:15:35', '2018-02-20 15:15:35', '<span style=\"font-weight: 400;\">A few weeks ago, <a href=\"https://www.nytimes.com/2018/01/29/sports/baseball/cleveland-indians-chief-wahoo-logo.html\" target=\"_blank\" rel=\"noopener\">it was announced that the Cleveland Indians would put an all-stop to using the Chief Wahoo logo on their uniforms by 2019</a>. The cartoon-like logo depicting a Native American was first introduced in 1948 but over the years, the team name and symbol have been called out as insensitive and racist to Native Americans resulting in many a debate and protest. In fact, pressure to remove Cleveland Indian brand symbology has been ongoing for the past 50 years. So why the change today?</span>\r\n<span style=\"font-weight: 400;\">In our highly connected and attuned society, it is more important than ever that a brand be keyed-in and connected to the fast moving cultural barometer at-large. </span>\r\n\r\n<span style=\"font-weight: 400;\">Culture inherently moves like an ocean, its forces and waves breaking as “a storm to the norm.” Think watershed or counter-culture movements.That’s why all brands, regardless of industry, should be paying attention to cultural conversations; and if brands are smart, they will be leading changes for good vs. reacting. When a brand doesn’t keep up with culture, it runs the risk of the worst brand offense: </span><b>irrelevancy</b><span style=\"font-weight: 400;\">. We’ve seen our culture break many brands that were too slow to evolve. We’ve also seen culture reward brands that do-even if they were on the brink of extinction.</span>\r\n\r\n<span style=\"font-weight: 400;\">Brands should keep three key things in mind when riding the cultural waves of relevancy:</span>\r\n\r\n<strong>1. Brands need to be fast and flexible to stay culturally relevant</strong>\r\n\r\n<span style=\"font-weight: 400;\">Retail brands such as <a href=\"https://www.abercrombie.com/shop/us\" target=\"_blank\" rel=\"noopener\">Abercrombie &amp; Fitch</a> and <a href=\"https://www.jcrew.com/\" target=\"_blank\" rel=\"noopener\">J.Crew</a> were once attuned to how people wanted to dress and even helped dictate the trends. But as we evolved how we think about our identity and ourselves, and how we dress to communicate that identity, both companies have been slow to adapt their brand. Abercrombie and J.Crew market identifiable branded looks to masses that no longer care for identifiable branded looks. See the crazy?</span>\r\n\r\n<span style=\"font-weight: 400;\">A strong brand point of view is good only if flexes with culture. A notable example is <a href=\"https://barbie.mattel.com/shop\" target=\"_blank\" rel=\"noopener\">Barbie</a>. We witnessed culture do a number on Barbie, turning a lifestyle aspiration for countless girls into the poster child of negative stereotypes pertaining to women. In response, Barbie has been slowly shifting. We’ve seen changes in the dolls’ body dimensions, the release of a more diverse lineup and last year’s debut of man-bun Ken. Seems like Barbie is fighting hard for relevance and listening to culture...at a girl!</span>\r\n\r\n<strong>2. Brands need to deeply know their audience to stay culturally relevant</strong>\r\n\r\n<span style=\"font-weight: 400;\">The teen-centric clothing retailer</span><a href=\"https://www.brandymelvilleusa.com/\"> <span style=\"font-weight: 400;\">Brandy Melville</span></a><span style=\"font-weight: 400;\"> launched their \"one size fits all\" sizing that was perceived by many as exclusive, exclusionary, and contributing to negative body images of women. However, the brand remained steadfast in their stance, maintaining that offering one size was their way of speaking to their specific tribe. While controversial, the strategy has paid off and mobilized a loyal teen army (3.8 million on their</span><a href=\"https://www.instagram.com/brandymelvilleusa/?hl=en\"> <span style=\"font-weight: 400;\">US Instagram</span></a><span style=\"font-weight: 400;\"> alone) who love how the sizing makes it easier to shop. These evangelical fans are not only shoppers but primary content contributors, shaping the brand they love so dearly. Brandy Melville continues to ride this particularly controversial wave alongside their fan base overriding a cultural swell that isn’t quite big enough to swallow the brand whole.</span>\r\n\r\n<strong>3. Brands need to play the culture card with savvy to stay relevant (or at least stave off a massive backlash)</strong>\r\n\r\n<span style=\"font-weight: 400;\">To ride culture well, brands have to really understand the how the sea moves. Today, brand opinions can turn on a dime if a culture lens isn’t applied with utmost savvy. Leaning in the wrong way could be disastrous. And it doesn’t take much to be in and out of favor. </span>\r\n\r\n<span style=\"font-weight: 400;\">For example, </span><a href=\"http://www.pepsico.com/\"><span style=\"font-weight: 400;\">PepsiCo</span></a><span style=\"font-weight: 400;\"> waded into offensive territory with</span> <a href=\"https://www.nbcnews.com/news/nbcblk/pepsi-ad-kendall-jenner-echoes-black-lives-matter-sparks-anger-n742811\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">a television spot starring reality star Kendall </span></a><span style=\"font-weight: 400;\">Jenner last year, then stepped in it again when the announcement of their</span><a href=\"http://www.adweek.com/brand-marketing/pepsi-ceo-says-its-targeting-women-with-doritos-that-are-cleaner-and-less-crunchy/\"> <span style=\"font-weight: 400;\">“Doritos for women”</span></a><span style=\"font-weight: 400;\"> surfaced as a new snack platform.</span><a href=\"https://www.nytimes.com/2018/02/05/business/media/mlk-commercial-ram-dodge.html\"> <span style=\"font-weight: 400;\">Dodge Ram released Super Bowl spots using a speech by Rev. Dr. Martin Luther King Jr. to sell cars</span></a><span style=\"font-weight: 400;\"> and the torrential blow back through social media was fast and furious.</span>\r\n\r\n<span style=\"font-weight: 400;\">Just as fast, </span><a href=\"https://www.pirelli.com/global/en-ww/homepage\"><span style=\"font-weight: 400;\">Pirelli Tires</span></a><span style=\"font-weight: 400;\"> switched gears, trading in their traditional girlie pin-up style calendar for more meaningful culturally driven content. The</span><a href=\"https://www.nytimes.com/2015/12/03/fashion/the-2016-pirelli-calendar-may-signal-a-cultural-shift.html\"> <span style=\"font-weight: 400;\">2016 calendar shot by Annie Leibovitz</span></a><span style=\"font-weight: 400;\"> became a brand game changer that stuck, and they’re not looking back.</span>\r\n\r\n<span style=\"font-weight: 400;\">Can a brand always know when their culture card will be misplayed? Yes. And big brands have no excuse for appearing tone deaf when they have the resources and cash to obtain perfect pitch.</span>\r\n\r\n<span style=\"font-weight: 400;\">Brands either move with culture or die. If they are flexible, deeply understand their tribes, and play their culture cards with utmost savvy, they will thrive.</span>', 'How Culture Drives Brands', '', 'publish', 'open', 'open', '', 'culture-drive-brands', '', '', '2018-09-28 16:16:41', '2018-09-28 16:16:41', '', 0, 'http://cbx.cappendev.com/thinking/16/culture-drive-brands', 0, 'thinking', '', 0),
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(1115, 4, '2018-03-15 22:21:12', '2018-03-15 22:21:12', '<em><span style=\"font-weight: 400;\">Last week, we sent a crew of five to </span><a href=\"https://www.expowest.com/ew18/Public/Enter.aspx\"><span style=\"font-weight: 400;\">Natural Products Expo West,</span></a><span style=\"font-weight: 400;\">  one of the leading trade shows in the natural, organic and health product industry where over 80,000 industry professionals gather each year. Our team was there to mingle with a few of our clients (hi <strong>Hain, Mission, General Mills</strong> and <strong>Hormel</strong>) </span><span style=\"font-weight: 400;\">and see what’s new and trending in the natural space. Here are some thoughts from <strong>Damien Moore-Evans, our Engagement Director and Vannett Li, Strategist</strong>: </span></em>\r\n<span style=\"font-weight: 400;\">This year, more than years past, we’re seeing brands make a more concerted effort to be culturally relevant, and a greater emphasis on activations that connect with audiences in  immersive experiences that reinforce the brand’s promise. </span>\r\n\r\n<span style=\"font-weight: 400;\">While Expo West obviously showcases those in the natural and organic worlds, the breadth of brands/products and the differentiation of ingredients and benefits they’re touting only emphasizes the growing nature of this category. </span>\r\n\r\n<b>Collagen</b><span style=\"font-weight: 400;\"> was an ingredient many brands highlighted which we found interesting as it is typically associated with beauty regimes; </span><a href=\"https://www.cbinsights.com/research/beauty-tech-startup-market-map/\"><span style=\"font-weight: 400;\">however, as we know the beauty sector only continues to soar,</span></a><span style=\"font-weight: 400;\"> it makes all the more sense that collagen-infused products would find its ways to the supermarket aisle. And what to make of </span><a href=\"https://www.ft.com/content/8e01768e-2142-11e8-8d6c-a1920d9e946f\"><span style=\"font-weight: 400;\">the rise of CBD oil</span></a><span style=\"font-weight: 400;\"> which was a presence at the Expo? This makes us wonder: </span><strong>What other ingredients are people putting on their faces that could possibly be ingested? And should brands be exploring this as they innovate on product creation?</strong><span style=\"font-weight: 400;\"> Another “ingredient” (what does one call safe bacteria and yeast anyway?) is  </span><b>Probiotics</b><span style=\"font-weight: 400;\">. We all know the</span><a href=\"https://globenewswire.com/news-release/2017/01/11/905073/0/en/Global-Dietary-Supplements-Market-will-reach-USD-220-3-Billion-in-2022-Zion-Market-Research.html\"><span style=\"font-weight: 400;\"> supplements industry has been gaining popularity as of late</span></a><span style=\"font-weight: 400;\">, indicating consumers are adamant that what they are consuming not only satisfies their appetite but actually contributes to their body functionality and digestive system. In short, </span><strong>consumers don’t desire solely nourishment, they demand enhancement. </strong>\r\n\r\n<span style=\"font-weight: 400;\">The </span><a href=\"https://www.foodbusinessnews.net/articles/11452-kraft-heinz-flips-boca-burger-for-modern-age\"><span style=\"font-weight: 400;\">relaunch and rebrand efforts of Boca</span></a><span style=\"font-weight: 400;\">, the meatless burger offer from Kraft Heinz was indicative by legacy CPB brands refusing to acquiesce to</span><a href=\"http://fortune.com/2017/12/19/silicon-valley-meatless-meat/\"><span style=\"font-weight: 400;\"> technologists and innovators in Silicon Valley</span></a><span style=\"font-weight: 400;\"> on what non-meat “meats” should taste like. As one of the original leaders of the vegetarian burger, Boca is now facing fierce competition by newcomers like <a href=\"https://www.impossiblefoods.com/burger/\" target=\"_blank\" rel=\"noopener\">Impossible Burger</a>, which is backed and supported by the like Bill Gates and David Chang who know a thing or two about innovating for consumers. </span><strong>We believe the newfound interest in this category is again a reflection of the Millennial generation (soon to be the most dominant in spending power) and their discerning taste and access to choice.</strong>\r\n\r\n<b>On-the-go</b> <b>foods</b><span style=\"font-weight: 400;\">, in the form of snacks and specialized water were prominent at the Expo. Healthy snack items such as yogurt and yogurt drinks (we’re excited to see the upcoming offering from <a href=\"https://www.chobani.com/\" target=\"_blank\" rel=\"noopener\">Chobani</a>). Portability and variety was key and it was most apparent in the increase in flavor offerings from protein and granola bar brands. The continued popularity of bar brands has paved the way to the introduction “kid” friendly bars with companies such as </span><a href=\"https://www.foodbusinessnews.net/articles/11466-protein-bar-makers-see-growth-in-kids-segment\"><span style=\"font-weight: 400;\">KIND</span></a><span style=\"font-weight: 400;\"> and RX introducing their own versions. What we find interesting is the mindset and standards that consumers are applying to their own food consumption is spilling over to their their kin as well. Brands looking to enter the playing field of “kid food” should recognize the importance of tracking not just what’s popular with children’s diets but also,  their parents diets. Brands should ask themselves, </span><strong>“What food trends would parents most likely want to migrate over to their children?” </strong>\r\n\r\n<span style=\"font-weight: 400;\">While some may be apt to call it a “health and wellness” trend, </span><a href=\"http://www.cbx.com/blog/culture-drive-brands/\"><span style=\"font-weight: 400;\">as our co-worker Christina Papale addressed previously in her blog “How Culture Drives Brands”</span></a><span style=\"font-weight: 400;\">, it has become macro and is indicative of more accurately, a movement. Brands looking to capitalize on the movement should not just look at individual production creation nor even a portfolio re-assessment. </span><b>Instead, they should consider how this movement should affect the entirety of how they manufacture and market their entire brand. </b>\r\n\r\n<span style=\"font-weight: 400;\">Beyond the range of brands and products we were introduced to, the myriad of experiential activations further reiterated of one CBX’s core beliefs that the <i>experience</i> the consumer has with the brand, is the brand itself. From airstreams, food trucks, mascots and booths that touted product ingredients (Chobani and Nature’s Path) or the dominance of one ingredient over the other (<a href=\"http://www.adweek.com/brand-marketing/a-tasty-nut-butter-breaks-jellys-heart-in-tragicomic-ads-for-maranatha/\">Maranatha Butter and their “Too Good for Jelly” campaign brought to life by their Sad Jelly mascot)</a>. Activations that engaged were ones that educated and delighted, differentiating themselves from the over 3,000 other brands in attendance. Some of our favorites included the gigantic Sun Bum monkey, the flying wasps digital screen from General Mills and the instantly-noticeable energetic activation from Hippeas.</span>\r\n\r\n<span style=\"font-weight: 400;\">For CBX, an experience like Expo West always does the following - remind us of the unique ways brands are innovating and encourage us to think of how we can do the same for the brands on our roster. Whether it’s introducing a new product or finding a way to bring the products to life, it is pertinent for brands to continually seek ways to demonstrate quality, value and authenticity in what they do and how they communicate. </span><b>After all, a great brand story can only be delivered by a great brand.</b>\r\n\r\n&nbsp;\r\n\r\n&nbsp;', 'Our Thoughts on Expo West 2018', '', 'publish', 'open', 'open', '', 'our-thoughts-on-expo-west-2018', '', '', '2018-09-28 16:26:19', '2018-09-28 16:26:19', '', 0, 'http://cbx.cappendev.com/thinking/16/our-thoughts-on-expo-west-2018', 0, 'thinking', '', 0),
(1116, 9, '2018-04-02 16:36:55', '2018-04-02 16:36:55', '<em>At our third <strong>#StraightTalk</strong> event, we welcomed <strong>Evan Minskoff, Head of Marketing at <a href=\"https://www.tumblr.com/\" target=\"_blank\" rel=\"noopener\">Tumblr</a></strong> and <strong>Bryan Tucker, Co-Founder of </strong> <a href=\"https://thekicker.com/\" target=\"_blank\" rel=\"noopener\"><strong>The Kicker</strong></a> and<strong> Head Writer at <a href=\"https://www.nbc.com/saturday-night-live\" target=\"_blank\" rel=\"noopener\">Saturday Night Live</a></strong> to discuss content and culture with <a href=\"https://www.linkedin.com/in/dustinlongstreth/\" target=\"_blank\" rel=\"noopener\"><strong>CBX’s CMO, Dustin Longstreth</strong></a>. Before we kicked off the evening, we grabbed each of them for a quick-fire <strong>“Q&amp;A With,”</strong> which we’ll be publishing separately.</em>\r\n<em>First up is <strong>Bryan Tucker</strong>, whose background reads like comedy gold: stand-up comedian and sketch actor, comedy writer for TV sketch shows including <strong>The Chris Rick Show</strong> and <strong>Chapelle’s Show</strong>. He is a nine-time Emmy nominee and the recipient of a <strong>Peabody Award</strong> and three <strong>Writers Guild Awards</strong>. Currently, when he’s not writing skits for <strong>Saturday Night Live</strong>, he is Editor in Chief of the sports comedy content website, <strong>The Kicker</strong>. In short, the guy knows content.</em>\r\n\r\n<em>With Bryan, we were keen to get his unique point of view on the power and value of content in today’s information-rich and digitally-perpetuated landscape. Having created content for a variety of mediums for both a massive brand such as <strong>Saturday Night Live</strong> and a more nascent brand such as <strong>The Kicker</strong>, what was his take on how audiences interacted with brands nowadays? And more importantly, what is the role of brands in all of this?</em>\r\n\r\n&nbsp;\r\n<p class=\"p1\"><strong><span class=\"s1\">1.Tell us about The Kicker.</span></strong></p>\r\n<p class=\"p1\"><span class=\"s1\"><strong>Bryan:</strong> The Kicker is a sports comedy vertical, started by Above Average which is the digital arm from Lorne Michaels, the creator of Saturday Night Live. I helped create it because I believed there was an audience for this who were, at the time, underserved. We work with many brands and leagues.</span></p>\r\n<p class=\"p1\"><strong><span class=\"s1\">2.What is the role of a media platform in today’s content-rich digital landscape?</span></strong></p>\r\n<p class=\"p1\"><span class=\"s1\"><strong>Bryan:</strong> I’ve been at Saturday Night Live for 13 years and have witnessed the growth and evolution of digital comedy. When The Kicker first started, Youtube and Facebook were in its early stages and served as platforms to help share our content. Now we’re programming specifically FOR those platforms and the content we create varies for each of them- Twitter, Youtube, Instagram- it’s all very different. Brands will now come to us and say this is a “Facebook play” or a “Youtube play” so because of this, the platforms have become more involved in telling us what to do rather than us using them to do what we want.</span></p>\r\n<p class=\"p1\"><strong><span class=\"s1\">3.What is the significance of content to audiences today?</span></strong></p>\r\n<p class=\"p1\"><span class=\"s1\"><strong>Bryan:</strong> Things have become more narrowcast and you have to work with more specificity. Unlike Saturday Night Live which is such a big tent brand, today’s landscape means creating content for more narrow groups - we have The Kicker creating sports comedy, The Reductress creating comedy for younger women and so on. We are finding that being specific is how you cultivate a loyal audience because you’re programming for them.</span></p>\r\n<p class=\"p1\"><strong><span class=\"s1\">4.What is the role of brands in the content/audience relationship?</span></strong></p>\r\n<p class=\"p1\"><span class=\"s1\"><strong>Bryan:</strong> Brands have become more conscious of the mediums and understand the importance of programming for different platforms. Additionally, they are more willing to work with us to integrate their brands into the content- aiming to make it entertaining first, messaging second. They’ll come to us with their message but then ask us how we can help them deliver that message across in a way that makes sense for the platform and the audience.</span></p>\r\n<p class=\"p1\"><strong><span class=\"s1\">5. For both of your brands- Saturday Night Live and The Kicker- what are the short and long terms goals of the content for audiences?</span></strong></p>\r\n<p class=\"p1\"><span class=\"s1\"><strong>Bryan:</strong> Saturday Night Live has been on for 43 years and is a well-known brand everyone has an opinion on. Most of what we do digitally is to help support the central show and brand. For The Kicker, we are programming for all types of mediums with the intention to get it out in different ways. It’s not necessarily to help one central brand; The Kicker is a more fluid brand that shifts depending on the brand we’re currently working with at the time. With Saturday Night Live, it always goes back to the show.  </span></p>\r\n&nbsp;\r\n\r\n<em><strong>**Stay tuned as we\'ll be posting Evan\'s Q&amp;A soon as well as the full video from our #StraightTalk event!</strong></em>', 'Q&A with Bryan Tucker, Editor in Chief of The Kicker & Co-Head Writer of Saturday Night Live', '', 'publish', 'open', 'open', '', 'qa-with-bryan-tucker-editor-in-chief-of-the-kicker-co-head-writer-of-saturday-night-live', '', '', '2018-09-28 16:26:29', '2018-09-28 16:26:29', '', 0, 'http://cbx.cappendev.com/thinking/16/qa-with-bryan-tucker-editor-in-chief-of-the-kicker-co-head-writer-of-saturday-night-live', 0, 'thinking', '', 0),
(1117, 9, '2018-04-04 17:26:07', '2018-04-04 17:26:07', 'When you look around the current media landscape, to says its “changed” would be an understatement. Over the past few years, there has been an explosion of new media platforms, content producers and content platforms all buttressed by technology. The sheer volume of content being produced by content creators (and who we deem as content creators) is hard to fathom and even harder to decipher in terms of its value, integrity and contribution to society. What we do know is there is an appetite for content from audiences. And no one party is more equipped to satiate those appetites than brands.\r\nAt CBX, we exist in the world of brands- how to make, shape and market them. As content becomes a more powerful and integral force in people’s lives, populating their conversations and day-today behavior, brands have an opportunity to insert themselves into those activities. But they need to do so carefully as audiences today are more discerning and apt to call BS should anything appear disingenuous or inauthentic.\r\n\r\nAt our third <strong>#StraightTalk</strong> event, where we invite thought leaders and experts we admire from their respective fields to banter and dissect a topic together, we recently welcomed two guests: <strong>Evan Minskoff, Head of Marketing </strong>at<strong> Tumblr</strong> and <strong>Bryan Tucker, Co-Founder </strong>of<strong> The Kicker </strong>and<strong> Co-Head Writer </strong>at<strong> Saturday Night Live</strong>. The topic was <strong>“Content and Culture”</strong> and each brought a somewhat similar perspective- that of a brand and a platform. The varying factor was while Saturday Night Live and The Kicker’s content come from its roster of esteemed writers and comedians, Tumblr’s content creators are its users. In a conversation with our <strong>CMO, Dustin Longstreth</strong>, both addressed this new dizzying state of brand affairs:\r\n\r\nWay back when (so maybe a few years ago?), brands had a soapbox approach to marketing. A one-way dialogue, in the form of a billboard or 60 second TV spot would convey a brand’s attributes and values leaving the consumer two choices- pay attention or don’t pay attention. Consume or don’t. Fast forward to today’s landscape where social media platforms, chat rooms and a dizzying array of ways to connect with other people dominate, brands are now forced to evolve their marketing strategies to accommodate this new era. However, many brands get it wrong; content is instead seen as a tactic that can be outsourced, brought back for a brand emblem to be applied, then delivered out into the world. This is incorrect.\r\n\r\n“The proliferation of creative expression tools has led to more open democratic platforms for people to self-express through user-generated content. Brands are now forced to think about how they want to be a part of that content – how to facilitate and fan the flames of those conversations,” says Minskoff. In an era where rabid conversations are happening – from the irreverent to the mundane to the serious- the opportunity for brands is not just in the background but to be an active player and participant in stoking those conversations. Minskoff discussed a recent campaign Tumblr did to support <strong>“March For Our Lives,”</strong> where the platform not only live-streamed the march but did a virtual march users could join in digitally as well. He believed it was important that “Tumblr put the runway in front of kids; we didn’t want to co-opt the movement.”\r\n\r\nUnderstanding who you’re trying to connect with, what they’re passionate about, and helping people further those conversations is the new form of marketing. As Tucker reiterates, “At The Kicker, we find the more specific we get, the more passionate the following. So instead of doing something broader with LeBron James, we instead do something with a Canadian hockey team and we’ll get 10 fans for life. If you can find places with communities and tap into them, that’s a good place to start.”\r\n\r\nSo if brands should now think of themselves as co-conspirators, are they supposed to provide messaging or tools? Can they do both? This is gray area that both Tumblr and The Kicker stated they were still trying to figure out, albeit with the understanding that entering and participating in conversations should be their new aim. Tucker states, “When we sit down with a brand, we look at it as partnership.” Because of the tight-knit and topics-focused community of The Kicker, its marketing department understand the value proposition of its platform and put it first. For a brand like The Kicker, their deep understanding of their nuanced community allows them to work with brands to craft the precise messaging to best impact them. On the other hand, with Tumblr’s value proposition is about “connecting people to their passion projects.” Tumblr sees itself as a tool for its users with Minskoff reiterating how the brand is constantly in pursuit of new technology to help further their goal. We wonder if perhaps Tumblr messenger is a not so distant option in our near future?\r\n\r\nTo cap off the night, both Evan and Bryan participated in a Q&amp;A with our audiences:\r\n\r\n<strong>Q: Bryan, does addressing multi-cultural audiences influence your storytelling? How in-tuned is Saturday Night Live with diversity?</strong>\r\n\r\n<strong>Bryan:</strong> Saturday Night Live has been around since 1975 and constantly renews and changes throughout its history. It has gotten more diverse, and not because of a quota, but because we wanted to tell more diverse stories.\r\n\r\n<strong>Q:  Bryan, when you create content, what is your main focus- to be funny or to think about how it will affect audiences? </strong>\r\n\r\n<strong>Bryan:</strong> It’s to be funny. And to be true to my style of funny. It’s always a collaboration and both environments are very collaborative. I think your real question is: How does a goofy white guy write for comedians like Chris Rock and Dave Chapelle? My first day on The Chris Rock Show, I asked Chris what I shouldn’t write. He said to me, “Don’t write black, write funny and I’ll make it black.”\r\n\r\n<strong>Q: Evan, what is the main driver for change at Tumblr? Is it how people are using or other influences? </strong>\r\n\r\n<strong>Evan:</strong> I’m unsure whether its technology or people that drives the change. But I would root for people. I see technology as an enabler and amplifier. If technology wasn’t what it was, I’d like to think people would still find ways to bring out those inclinations of connecting.\r\n\r\n<strong>Q: Both, how do you get brands to buy into your vision? And how to get them to talk back? </strong>\r\n\r\n<strong>Bryan:</strong> It’s a dialogue. The reason brands trust us is because we have years of experience; we have the proof of what’s worked for brands and that is our advantage.\r\n\r\n<strong>Evan:</strong> I hope that on a human level, brands are inclined to protect subcultures. We can never force brands to buy into our vision, but we can help them understand <em>their</em> vision and how <em>our</em> platform can help bring it to life. When we can understand the psychology of those brands, we can better help them achieve their goals.\r\n\r\n&nbsp;', 'StraightTalk #3 Recap: Content & Culture', '', 'publish', 'open', 'open', '', 'straighttalk-vol-3-recap-content-culture', '', '', '2018-09-28 16:26:41', '2018-09-28 16:26:41', '', 0, 'http://cbx.cappendev.com/thinking/16/straighttalk-vol-3-recap-content-culture', 0, 'thinking', '', 0),
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(1120, 9, '2018-04-11 16:40:47', '2018-04-11 16:40:47', '<strong>Recently, we sent out Engagement Director, Damien Moore-Evans, to Chicago to attend Global Shop 2018</strong>, “the nation’s largest retail design industry trade show, which combines store design, visual merchandising, retail technology and shopper marketing leaders under one roof.” From our work redesigning the flagship Houston location of Saks Fifth Avenue, to more recently creating the bakery of our dreams for New York’s favorite miniature cupcake, Baked by Melissa, we’ve been thinking a lot lately about store experiences, community spaces, and the evolution of the brick-and-mortar. While the debate will undoubtedly continue on the path of the ‘store of the future,’ we’re pretty certain what we witnessed and heard at Global Shop will resonate in the years to come.\r\n\r\n<strong>Here were the most interesting findings from Damien:</strong>\r\n<ul>\r\n 	<li>Gen Z is shaped by 911, cyber bullying, and unpredictable political climate. In spite of this, they are ambitious realists.</li>\r\n 	<li>64% cited shared values with a brand for the reason they engaged with that particular brand –Harvard Business Review</li>\r\n 	<li>From showrooms to ‘Do-rooms,’ retailers are making a bigger push for overall better shopping experiences -Eight Inc.</li>\r\n 	<li>The expectation economy continues on. Brands are shifting their behaviors to better coincide with shifting consumer expectations and behaviors.</li>\r\n 	<li>The future of retail is physical – the goal for brands must be to design “human experiences,” putting the human at the center.</li>\r\n 	<li>Defining the meaning of a ‘store’ today means behaving more experiential rather than transactional. A key consideration for brands should be to think about how to educate the customer on new products</li>\r\n 	<li>It\'s important for brands to be comfortable with launching imperfect products in the marketplace, allowing time to perfect.</li>\r\n 	<li>Retailers need to focus on shifting their innovation strategy in order to stay relevant and distinctive within the culture.</li>\r\n 	<li>Physical retail is not dying but rather shifting its presence.</li>\r\n 	<li>goPuff was introduced courtesy of Hershey’s – they displayed a fantastic VR experience, providing the “quick fix” that many of us want from candy. This is potentially the future of the convenience store experience.</li>\r\n 	<li>VR for brand storytelling is being used to promote new brand features and share impactful stories, i.e. in some Toms stores now, you can experience the village / meet the people that receive a pair of Toms when you buy a pair – bringing the experience to life.</li>\r\n 	<li>For the consumer market VR opportunity - retailers are seeking innovative ways to deliver memorable experiences</li>\r\n 	<li>With VR, we have the opportunity to create highly engaging experiences that consistently surprise, i.e. be “Virtually Amazing”</li>\r\n 	<li>Hardware, software, and design leaders should collaborate to overcome obstacles and make VR accessible.</li>\r\n 	<li>Telling a great brand story is important but the strength lies with telling a true and authentic brand story – if you achieve this, you can win forever.</li>\r\n 	<li>Many stores nowadays have forgotten about the customer. However, there are some exceptions: every Kendra Acott store is dedicated to the community it serves. “Those real world connections can insulate a brand from market turns.”-Tom Nolan, WWD, Global Shop keynote</li>\r\n 	<li>We must remember it’s not literally about the ‘brick-and-mortar,’ but rather what’s on the inside.</li>\r\n 	<li>Brands should try to remember that the ultimate measure of success is the impact you can have on people\'s lives. In customer service you can innovate everyday, whether it be in conversation with a customer or with a handwritten note to close the transaction.</li>\r\n</ul>', 'A Glimpse into the Future of Retail Experience', '', 'publish', 'open', 'open', '', 'a-glimpse-into-the-future-retail-experience', '', '', '2018-09-27 22:07:03', '2018-09-27 22:07:03', '', 0, 'http://cbx.cappendev.com/thinking/16/a-glimpse-into-the-future-retail-experience', 0, 'thinking', '', 0),
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(1122, 3, '2018-04-16 19:34:11', '2018-04-16 19:34:11', 'Gaining new insight on design and brand strategy is essential for us to continue to be experts and innovators in our field. That’s why we sent our Engagement Director, Damien Moore-Evans, to the Fuse 2018 conference to observe the latest tools and knowledge leveraged by some of the top performers in the industry.\r\nA spotlight on pioneers and scene-stealers from both well-known brands and design startups, Fuse set to “celebrate disruptors and game changers within iconic and startup companies. Those who are changing the face of design and the way consumers experience and interact with the brand.”\r\n\r\nWith the fairly unpredictable nature of this industry, we understand the need for brands to cater to the ever-changing consumer. Even the most well-recognized brands have to be open to modifications, and we’ve seen it firsthand with recent redesigns including our work for Cheerios, Land O’Lakes, and Pillsbury. Many speakers at the conference stressed this importance for change, and the conference also included a multitude of other tips on how brands can stay at the top of their game.\r\n\r\n<strong>Here are some of our favorite takeaways:</strong>\r\n<ul>\r\n 	<li>Data-driven content is the only way to avoid failing behind</li>\r\n 	<li>Pantone: Color is the first thing you communicate. Make it the most important part of your design strategy. It is a way to connect and reflects what is happening in a particular culture and time</li>\r\n 	<li>Microsoft: Human-centered Design thinking (HCD) Is more important than user-centered design (UCD)</li>\r\n 	<li>“We’re fortunate to be in the business of wanting and having not needing. We do what we do for the connoisseur - not the consumer.” –Nike</li>\r\n 	<li>L’Oreal’s tips for today’s design leaders:\r\n<ul>\r\n 	<li>Think of design not as a discipline, but as experience</li>\r\n 	<li>Understand the business and be curious</li>\r\n 	<li>Challenge the status quote by reframing</li>\r\n 	<li>Be a Design Nomad!</li>\r\n</ul>\r\n</li>\r\n 	<li>Chobani: design is meaningful and inspires brand stories. It also speaks to the beliefs, wants, and means of customers</li>\r\n 	<li>Charity Water: choose to focus on hope rather than guilt. Photos should be rooted in hope, joy, and dignity.</li>\r\n 	<li>Hello Fresh: Do what’s right for your customers and don’t try to follow trends. They will pass.</li>\r\n 	<li>“We wanted to build a brand. Brands build relationships.” –Warby Parker</li>\r\n 	<li>User experience (UX) will be at the center of all activity driving marketing, technology operations and retail. One mustn’t forget that brand is likely to define UX, which means brands need to deliver a cohesive and coherent UX across all touch points.</li>\r\n 	<li>People remember stories, not ideas</li>\r\n 	<li>Two simple tips for great branding – Evolve and Surprise</li>\r\n 	<li>“If the story is compelling, people will build the road toward it.” – Robert Wong, VP Google Creative Labs</li>\r\n 	<li>Instagram’s approach to design thinking:\r\n<ul>\r\n 	<li>Consistency (across the product and UX)</li>\r\n 	<li>Clarity (use universally recognized functions and be clear)</li>\r\n 	<li>Constraint (limited and logically grouped functions)</li>\r\n 	<li>Design is the creation of desirable change</li>\r\n</ul>\r\n</li>\r\n 	<li>Purpose brings focus to a business, rallies leadership around a strong sense of direction, and helps staff to feel involved and motivated.</li>\r\n</ul>', 'Fuse 2018: A Deep Dive into Design and Consumer Brand Experience', '', 'publish', 'open', 'open', '', 'fuse-2018-a-deep-dive-into-design-and-consumer-brand-experience', '', '', '2018-09-27 21:40:23', '2018-09-27 21:40:23', '', 0, 'http://cbx.cappendev.com/thinking/16/fuse-2018-a-deep-dive-into-design-and-consumer-brand-experience', 0, 'thinking', '', 0),
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(1125, 1, '2018-09-24 19:23:38', '0000-00-00 00:00:00', '<em>At our third <strong>#StraightTalk</strong> event we welcomed <strong>Evan Minskoff, Head of Marketing at <a href=\"https://www.tumblr.com\" target=\"_blank\" rel=\"noopener\">Tumblr</a></strong>, and <strong>Bryan Tucker, Co-Founder of <a href=\"https://thekicker.com\" target=\"_blank\" rel=\"noopener\">The Kicker</a> and Head Writer at <a href=\"https://www.nbc.com/saturday-night-live\" target=\"_blank\" rel=\"noopener\">Saturday Night Live</a></strong>, to discuss content and culture with CBX’s CMO, Dustin Longstreth. Before we kicked off the evening, we grabbed each of them for a quick-fire <strong>“Q&amp;A With.”</strong> See our first session with Bryan <a href=\"http://www.cbx.com/blog/qa-with-bryan-tucker-editor-in-chief-of-the-kicker-co-head-writer-of-saturday-night-live/\" target=\"_blank\" rel=\"noopener\">here</a>.</em>\r\n<em>As Head of Marketing at <strong>Tumblr</strong>, <strong>Evan Minskoff</strong> focuses on transforming insights into growth marketing that lifts mobile daily active users, revenue, and brand equity scores. With an impressive résumé under his belt, Evan’s background includes a number of senior marketing roles at top brands including <strong>Gilt Group</strong>, <strong>About.com</strong>, and <strong>Disney</strong>, as well as<strong> OvationTV</strong> where he served as <strong>SVP, Head of Marketing.</strong></em>\r\n\r\n<em>Being one of the most popular social media platforms out there today, <strong>Tumblr</strong> is a space for members to express themselves and connect with likeminded individuals who share similar passions and interests. But how can brands get involved in such a user-to-user based platform? Evan explains that the key is knowing their audience on a personal level, and keep the organic conversation flowing.</em>\r\n\r\n<strong>1. Tell us about Tumblr’s brand mission.\r\n</strong>\r\n<strong>Evan:</strong> Tumblr is where your interests connect you to your people. The world’s most important passion-based conversations happen on Tumblr to the tune of a million a day from those who love Cosplay to super heroes to social justice or anything else- people are coming here to connect over the things they love. And that’s been our mission for a long time and we’re committed to that.\r\n\r\n<strong>2. What brands do you believe are using social media really well these days specifically Tumblr?\r\n</strong>\r\n<strong>Evan:</strong> All social media isn’t created equal. As it pertains to Tumblr, the brands that are using social media are those that help facilitate passion-based conversations. For example, Jolly Ranchers did a wonderful campaign during finals called “Keep On Sucking,” where they created content native to the platform that allowed students to express their frustrations and elations about finals. It was less about their product and more so facilitating conversations around studying. The brands who really understand their consumers and how they interact with their products in order to facilitate relevant conversations around that engagement are the ones succeeding.\r\n\r\n<strong>3. What are the ways in which users are interacting with Tumblr that excites you the most?\r\n</strong>\r\n<strong>Evan:</strong> What’s most exciting to me is members are using Tumblr to express themselves in an incredible array of ways about the things they are passionate about most. Whether it’s their love of social justice and raising women’s voices or advocating for LGBT rights, or its their love of Riverdale and crafting storylines around the characters that the writers had never even intended, they’re all showcasing and carrying their passions on Tumblr. Members are connecting with different people and POV’s with the same loves and in the process, they’re figuring out who they are and who they want to be.\r\n\r\n<strong>4. What are the opportunities brands should be looking into in social media to bring them closer to their users?\r\n</strong>\r\n<strong>Evan:</strong> On Tumblr, it’s less about a message about buying or selling stuff and more so about getting to know their users, what they’re passionate about, how they live their lives and figuring out how their brands can be used in ways that help people self-express. It’s really about understanding how to fan the flames of conversations.\r\n\r\n<strong>5. What most excites you about technology?\r\n</strong>\r\n<strong>Evan:</strong> I think a more open democratic world has to be the answer. People are using technology to connect with each other on the things they love and their shared interests in ways that’s weren\'t possible before. Bringing people from diverse points of views and backgrounds closer together is probably one of the best values that technology can offer.\r\n\r\n<em><strong>**Stay tuned for our next post to see the full video from #StraightTalk </strong></em>', 'Q&A with Evan Minskoff, Head of Marketing at Tumblr', '', 'draft', 'open', 'open', '', 'qa-with-evan-minskoff-head-of-marketing-at-tumblr', '', '', '2018-09-24 19:23:38', '2018-09-24 19:23:38', '', 0, 'http://cbx.cappendev.com/?post_type=thinking&#038;p=1125', 0, 'thinking', '', 0),
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(1127, 3, '2018-06-13 22:17:53', '2018-06-13 22:17:53', 'Last week, we immersed ourselves into the Northside Festival: a convergence of music, business, and art, that showcases the most creative minds and talent of the global innovation community. Through a series of keynotes and panel talks, the “best and brightest” congregated in North Brooklyn to share their latest insights on emerging tech, media innovations, creative design, and the culture changes emerging in our digital world.\r\nWith a constant aptitude to learn about industry trends and “the next big thing,” we spent the week carefully listening to the highly-credible speakers discuss their wisdom and future industry predictions at unique venues across Williamsburg and Greenpoint.\r\n\r\nIn true Brooklyn fashion we grabbed our 7-dollar locally-roasted coffee, popped open our tiny Macbook Airs, adjusted our Warby Parkers (ok, that one’s an exaggeration), and got to note-taking. Here are some of the trends and topics discussed:\r\n\r\n<strong>Brand Reputation</strong>\r\n<ul>\r\n 	<li>Brands are becoming patrons of culture rather than just facilitators</li>\r\n 	<li>Trust is the new currency: The New York Times has recently focused on labeling their articles more clearly to better distinguish news versus opinion pieces, resulting in better clarity for readers to help de-clutter the confusion on #fakenews.</li>\r\n 	<li>Brand loyalty can be created through proper dialogue</li>\r\n 	<li>Brands must be able to tell their story and provide meaningful connections to consumers through ad campaigns. And with dynamic formats on the rise, there is more opportunity than ever to be creative</li>\r\n 	<li>Refinery29, Inc. lives by their brand values they call the “4 I’s”: imagination, individuality, inclusivity and impact. They bring them to life through all the choices they make and what they do</li>\r\n 	<li>With the rise of social media, brands are starting to act like people, and people are starting to act like brands</li>\r\n 	<li>Brands should provide their audience with three pieces of their product to gain and sustain attention:\r\n<ul>\r\n 	<li>Media (because humans love great stories)</li>\r\n 	<li>Experience (because we enjoy coming together to tell/hear them)</li>\r\n 	<li>Artifact (to remind of, own, and share a piece of the experience)</li>\r\n</ul>\r\n</li>\r\n</ul>\r\n<strong>Sustainability as a Message:</strong>\r\n<ul>\r\n 	<li>Every individual has a role to play within their company’s sustainability efforts. We can all make personal changes and also encourage our employers to do better and make little changes that can have big impact over time.</li>\r\n 	<li>Plastic is in everything including sea salt and our water. A recent sampling of 21 different salt brands resulted in all samples showing traces of plastic.</li>\r\n 	<li>You can start to reduce plastic by eliminating straw-usage</li>\r\n 	<li>Fear based marketing doesn’t work. Environmental change should be about providing alternative solutions, like providing reusable straws and charging for plastic bags</li>\r\n 	<li>To market sustainability your message should be about how to make people feel good versus making them feel guilty</li>\r\n 	<li>Making a sustainability plan:\r\n<ul>\r\n 	<li>Start with small, achievable steps</li>\r\n 	<li>Give an incentive to people to choose the more-sustainable option</li>\r\n 	<li>Make sustainability desirable by giving it a social cache</li>\r\n</ul>\r\n</li>\r\n</ul>\r\n<strong>Creativity</strong>\r\n<ul>\r\n 	<li>Encourage design thinking across your organization. Formulate a process and provide a platform internally to encourage ideation and creative thinking.</li>\r\n 	<li>Embrace the uncomfortable as part of your creative process</li>\r\n 	<li>Create the conditions for creativity - promote laughter and fun as part of the creative process</li>\r\n 	<li>Courageous creativity is contagious</li>\r\n 	<li>Design drives revenue and growth. Start within and encourage creativity as part of your cultural DNA.</li>\r\n</ul>\r\n<strong>Health Care at the Office</strong>\r\n<ul>\r\n 	<li>Consumers are taking the initiative to take more control</li>\r\n 	<li>Massive companies are starting their own health and wellness systems and clinics (i.e. Disney, Comcast, Google, Amazon)</li>\r\n 	<li>Your wellness component should be more thought out and purposeful than something like “kombucha on tap.” For example, Google recently launched an initiative that pays for fertility treatments.</li>\r\n 	<li>The future of healthcare will be much more proactive, preventive, holistic and data driven</li>\r\n 	<li>Medical conditions like high cholesterol don’t happen overnight and preventative measures should be taken. Treatment shouldn’t be administered as an emergency with high impact drugs; it should treat as a gradual lifestyle shift to get back to normal levels</li>\r\n 	<li>Traditional health care doesn’t see mental and physical health as different—and that needs to change</li>\r\n</ul>\r\n<strong>Physical vs. Digital Experiences</strong>\r\n<ul>\r\n 	<li>The physical retail experience needs to become the bridge to the digital experience to close the loop for the consumer</li>\r\n 	<li>Video can be used as a platform to create connections and conversations with your community while also telling immersive stories</li>\r\n 	<li>Experiential starts on digital platforms with inspiration from images, video, art etc. but the real magic happens in person</li>\r\n 	<li>To accelerate innovation in retail and consumer goods, businesses need to think digital first and truly know their customer’s habits, behaviors, and attitudes</li>\r\n 	<li>Digital and real-life experiences are becoming a symbiotic circle</li>\r\n</ul>\r\n<em>To access further insights from industry events, follow our Engagement Director, Damien, on Twitter <a href=\"https://twitter.com/BranD_M_E\">@brand_me_</a></em>', 'Brooklyn Inspires @ Northside Innovation Festival', '', 'publish', 'open', 'open', '', 'brooklyn-inspires-northside-innovation-festival', '', '', '2018-09-27 21:04:42', '2018-09-27 21:04:42', '', 0, 'http://cbx.cappendev.com/thinking/16/brooklyn-inspires-northside-innovation-festival', 0, 'thinking', '', 0),
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(1130, 1, '2018-08-14 21:03:13', '2018-08-14 21:03:13', '<em><strong>“All we want is to be treated like human beings, not to be experimented on like guinea pigs or patronized like bunny rabbits.” - Veronica Sawyer, Heathers</strong></em>\r\nThirty years ago, when Mark Zuckerberg was just another 4-year-old in Gymborees, the now cult classic movie, “Heathers,” hit the theaters. In it, a clique of quintessential mean girls, each named Heather, outwardly present themselves as the embodiment of well-intentioned social graces, while behind the scenes they fine-tune their expertise in the dark arts of social manipulation.\r\n\r\nToday Mark is one of the richest, most successful tech-entrepreneurs in the history of the world. And the company he created, Facebook, is a full-on Heather – treating the world as its very own Westerburg High.\r\n\r\nOver the past decade or so, we’ve seen Facebook go from being the cute and innocent new kid on the block, to the wunderkind for savvy marketers looking to connect with the young and educated, to the most dominant company in the world when looking to target…anyone.\r\n\r\nNow every brand out there wants Facebook as a friend or a fuck. They’re worshiped at Westerburg…. and they’re only a junior.\r\n\r\nBut their meteoric rise has come with some galactic-size problems. Journalists and industry insiders have been highly critical of The Social Network for some time now (see Kara Swisher, Jaron Lenier, Nikhil Sonnad).\r\n\r\nThoughts on the root cause of their troubles are many: a bad business model that’s predicated on manipulation, a naïve bro-culture drunk on their own Kool-Aid, the sheer unwieldy size of the global Facebook community (2B+ members). All these factors are undeniably key contributors to the hot mess the company has on its hands today. But I’ll offer up one more:\r\n\r\nFacebook is not a brand. And for those responsible for building brands, this should cause concern.\r\n\r\nUm, Did you have a brain tumor for breakfast? Interbrand listed Facebook as the 8th most valuable brand in the world (Lick it up, Disney. #14) And Zuck wrote a 6,000 word essay to introduce their wonderfully noble and ambitious purpose “to give people the power to build community and bring the world closer together” (which no doubt is memorialized in a super slick brand book, so there ya go).\r\n\r\nFacebook does, indeed, have the pieces in place to give it the appearance of being a brand. But it only exhibits the shape of the thing – in reality, it’s pure imitation. This is because, at its very core, Facebook is an algorithm. And the painful irony is that while the algorithm we call Facebook is highly effective at behavior modification and human surveillance, it has no more sense of what it means to be human than a slot machine or a satellite dish.\r\n\r\nSo, what’s your damage?\r\n\r\nFor starters, Facebook has never been willing to define exactly what it is. Insiders have described it as a social network, a social platform, an online community, even a utility. Many outsiders claim Facebook is a media company, pointing to content distribution and its ad model as evidence of its truest nature. But it’s this pattern of an unwillingness to commit to any clear definition that is most telling. The only true commitment the company has shown is to growth itself, which is a perfectly fine direction for an algorithm. But it’s deadly for a brand. Without a clear sense of self and the guardrails to keep you centered, you’re not a brand - you’re an opportunist.\r\n\r\nFacebook’s undefined “what” has led to questionable “hows.” In his new book, “10 Arguments Why You Should Delete Your Social Media Accounts Now”, Jaron Lanier, refers to products like Facebook as B.U.M.M.E.R. Machines - Behaviors of Users Modified, and Made into an Empire for Rent. Doesn’t have quite the pep of “bringing the world closer together,” does it? But it’s a much more accurate description of their model. Growth in users and time spent on Facebook is paramount. More people and more time spent means more data and more value to marketers and politicians seeking to connect with their target audience.\r\n\r\nSo how do they maximize engagement? By “exploiting vulnerability in human psychology” to make it more addictive, according to Facebook’s founding president, Sean Parker. Features such as the “like” button give you the high and positive feedback loop that makes you want to come back for more.\r\n\r\nBut even more addictive than hits of positivity are hits of rage. As J.D., the teenage anarchist in “Heathers,” points out, “The extreme always seems to make an impression.” Facebook’s algorithm is designed to continually adapt user feeds in ways that maximize engagement. And as humans, we tend to feel a greater sense of urgency to express our disgust than our gratitude. Therefore, bad behavior is often rewarded more than good. Given that, it’s no wonder the platform has been weaponized by bad actors like Alex Jones of Infowars and hostile foreign powers like Russia’s GRU. Facebook was designed for them.\r\n\r\nThe net effect has been clear. Studies show time and again that Facebook makes us feel bad. It’s become a genuine threat to liberal democracies around the world. And it has even been used as tool to distribute disinformation and hate speech that fueled mass chaos and murder in Myanmar. But hey, that’s life at Westerburg, amirite?\r\n\r\nTo be fair, Facebook has of late acknowledged the mistakes it has made and has taken some steps to address them. Alex Jones is no longer on the platform. They have invested in identifying and removing fake accounts and limiting the misinformation. But this has only come as a result of investigative journalists exposing, time and again, the glaring lack of responsibility and accountability (not to mention self-awareness) that we would ordinarily expect of a trusted brand.\r\n\r\nIn order to be a brand you not only have to state what you’re for, you have to take a stand on the things that you’re against. You have to have the courage of your convictions – especially when it’s most difficult. Patagonia’s CEO, Rose Marcario, in a recent Recode Decode interview stated, “You can’t call Facebook a community, and then say I’m the leader of this company but I have no responsibility to what happens in the community. You know?”\r\n\r\nBut I guess you can, if you’re not really a brand.\r\n\r\nWhich brings us back to their shiny new purpose: “To give people the power to build community and bring the world closer together.” It has the sound of a noble ambition but substance of a lab experiment. Giving people the power to build community is not the same as actually building community – it’s not the same as defining what community should be and taking responsibility for its impact.\r\n\r\nDoes Facebook care about the type of communities being built? If they are true or false? Benign or malignant? Peaceful or violent? Is giving the power to build white supremacist communities on par with giving the power to build knitting communities? Shouldn’t the quality of communities matter more than the sheer volume?\r\n\r\nSimilarly, progress made in bringing the world closer together doesn’t automatically need to be measured in volume and scale. It could, and rightly should, be measured in the quality of connections and the positive impact made as a result of those connections. By these standards, Facebook is a complete disaster.\r\n\r\nAnd that’s because Facebook’s code is not derived from a universal human need for community, but rather from engineers tasked with trying to own every human connection in the world – a goal that is as hollow as it is destructive.\r\n\r\nSo now ask yourself: How tight should your brand be with this Heather? When another disaster hits – and it surely will – how long before the community at Westerburg not only looks to take down the Heathers, but their enablers as well?', 'Facebook Me Gently With A Chainsaw', '', 'publish', 'open', 'open', '', 'facebook-me-gently-with-a-chainsaw', '', '', '2018-09-27 20:59:45', '2018-09-27 20:59:45', '', 0, 'http://cbx.cappendev.com/thinking/16/facebook-me-gently-with-a-chainsaw', 0, 'thinking', '', 0),
(1131, 13, '2018-09-10 17:53:17', '2018-09-10 17:53:17', 'Authenticity is the latest and annoyingly overused marketing buzzword — it’s slowly grating my will to live. Every brand claims to be authentic. It’s a word that has been prominently featured in nearly every client brief that’s crossed my desk in the last three years.\r\n\r\nIn a 2017 Forbes article titled “How Unilever Is Winning With Millennials And Gen Z”, Rob Candelino, VP and general manager of Unilever Hair Care, U.S. credits their success to “[engaging with their consumers] in genuine, honest and authentic ways.” When talking about Budweiser’s America stunt where Budweiser brazenly swapped its name for “America” on its cans and bottles, the brand issued a press release stating the purpose behind the campaign was to “celebrate America and Budweiser’s shared values of freedom and authenticity”.\r\n\r\nI get it, the world is yearning for it. We’re drawn like moths to a flame for people or brands that are genuine, real, raw. We celebrate their bravery and their “don’t give a fuck what you think about me” ballsy-ness. Think Anthony Bourdain. Think Beyonce. Think Donald Trump…\r\n\r\nBrands are recognizing this and being rewarded for it. Cue the slew of client briefs where every single brand manager has the same brilliant idea where “authentic” is a brand personality or an essential part of the brand foundation — the most hollow marketing word in existence that literally means nothing.\r\n\r\nTo be authentic is to be true to who you are. However, you can’t be true to who you are if you don’t have a strong sense of who you are in the first place.\r\n\r\nThe goal of branding is to identify a brand’s true and compelling essence and broadcast that to the world in an aspirational and relevant manner. By achieving this you are paying homage to your brand’s authenticity. Penciling in the word “authentic” in your brand foundations/key/star/personality/etc. is not the same thing. Saying your brand is authentic without first defining the undisputed qualities of your brand is the equivalent of being true to a blank piece of paper.\r\n\r\nYes, please act authentically. Yes, please champion authenticity. But please recognize and respect the commitment it takes to get there. If you start with a deep understanding of the true nature of your brand, you might just figure out how to embrace authenticity without ever having to describe your brand as being “authentic.”', 'Authenticity: Marketing’s Biggest Phony', '', 'publish', 'open', 'open', '', 'authenticity-marketings-biggest-phony', '', '', '2018-09-27 20:49:27', '2018-09-27 20:49:27', '', 0, 'http://cbx.cappendev.com/thinking/16/authenticity-marketings-biggest-phony', 0, 'thinking', '', 0),
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(1133, 4, '2018-09-18 18:08:23', '2018-09-18 18:08:23', '<strong>Weed Rules, Collagen Is Hot, and Organic Goes Digital</strong>\r\nI love attending Expos. I bounce off the energy created by the thousands of attendees walking the floors and the hordes of vendors that fill the Convention Center. I love engaging with the diverse array of brands; from natural and organic foods to health and beauty products; from the big power house brands to the small startups. There is so much activity – you feel the genuine passion of those who tell you their stories and what inspired them to create their brand. You’re exposed to great design and an entrepreneurial spirit that’s contagious. You meet a never-ending stream of amazing, culturally diverse people from the time you enter to the time you leave. Expos are a place where you can kick off your day with an organic, fair-trade coffee (complete with an uplifting brand backstory), let your taste buds roam wild, learn about the latest food and technology trends, and if you’re feeling extra adventurous, start your next morning with a work out class at 7.30am (promise I’ll make it next year!) All this under one roof!\r\n\r\nYes, Expos are awesome. And for those with an open mind and a willingness to listen and learn, they can be an incredibly uplifting and positive experience.\r\n\r\n<strong>Here are some takeaways from this year’s Expo East…</strong>\r\n\r\n<strong>Growing Like A Weed</strong>\r\nMost notable movement for me is the rise of Hemp based products both in food and beauty (CBD oil also very prominent in beauty). Hemp based products are very high… in protein and Omega 3 and 6 (at least this is the message being pushed). Brands are definitely seeking ways to better educate both customers and retailers on the health benefits Hemp provides. There is certainly an opportunity in this space for the existing brand leaders to continue educating as well as exploring new ways to better communicate all the health benefits through more engaging branding and messaging. The Hemp movement is here to stay and will only keep growing.\r\n\r\n<img class=\"alignnone size-full wp-image-1501\" src=\"http://cbx.cappendev.com/app/uploads/2018/09/11.jpg\" alt=\"\" width=\"480\" height=\"640\" />\r\n<strong>Plants. It’s What’s For Dinner.</strong>\r\nThis leads nicely into the continuous growth of plant-based products. There were more brands this year than last promoting the benefits of plant based ingredients across food and beauty with lots of product innovation including plant based pizzas and burritos to drinks and healthcare/beauty products.\r\n\r\n<strong>Get A Collagen Education</strong>\r\nStaying with the healthy movement. Collagen is another hot ingredient becoming more prominent in the supplements sector. Brands including ZINT, VP and Nordic Naturals were all promoting the benefits of Collagen for your body’s joints, skin care, hair care and nails. Apparently it will help you ‘glow’ and also better your skins moisture within 6 weeks (by up to 11% - I’m sold!). I was well educated by some of these brands on the benefits of Collagen and have enough samples to test the 6 weeks challenge for myself! Certainly an interesting movement and one that follows the overall health and wellness trend, which is driving so much brand innovation across all sectors.\r\n\r\n<strong>Brands Taking Stands</strong>\r\nOn a very positive note, I met three brands (Cure, This Bar Saves Lives, The Soulfull Project) promoting ‘buy our product and we’ll donate one to a food bank or a person in need’. This giving back to the community is certainly one way of making your brand stand out from the rest and is making a truly positive impact in the world. Very encouraging to see and great that these brands are leveraging Expo East for exposure and support. You have my full support and will turn to these brands for my snacking needs :)\r\n\r\n<img class=\"alignnone size-full wp-image-1502\" src=\"http://cbx.cappendev.com/app/uploads/2018/09/3432.jpg\" alt=\"\" width=\"650\" height=\"488\" />\r\n<strong>Organic Goes Digital</strong>\r\nOrganic Valley once again delivered, in my opinion, the best booth of the Expo. Last year they had a VR experience where customers experienced a virtual tour of a farm. This year you could Facetime a Farmer. Genius! Great how Organic Valley have married their authentic and organic brand image with smart and modern technology. They are delivering on their brand promise of bringing customers closer to their farmers and the farming process both in an educational and fun way.\r\n\r\n<img class=\"alignnone size-full wp-image-1503\" src=\"http://cbx.cappendev.com/app/uploads/2018/09/1_cRQZJyi1eW5Dksnf1Kxaw.jpg\" alt=\"\" width=\"650\" height=\"488\" />\r\n<strong>…To A Tea</strong>\r\nFinally, being a Brit – I have to make some small observations about the Tea industry considering this is our national drink of choice. One of my favorite brands I met was a tiny tea brand from Korea – IDO-TEA. Their small booth was highly educational with their ingredients on display to touch and smell. They visualized their brand story and tea fermentation process at their booth and recently got approved to distribute via Amazon, which is awesome news for them. And their teas tasted great!\r\n\r\n<img class=\"alignnone size-full wp-image-1504\" src=\"http://cbx.cappendev.com/app/uploads/2018/09/32.jpg\" alt=\"\" width=\"650\" height=\"867\" />\r\nIn other Tea news - cold brew Nitro Tea is making moves to compete with the cold brew Nitro Coffee trend. Harney &amp; Sons have launched a Nitro Tea in a can – hot cinnamon spiced (served cold). It tasted absolutely delicious! The core benefits being less caffeine and more refreshing than cold brew coffee. Will be interesting to watch this movement - not sure how popular it will be in the US.\r\n\r\n<strong>Thank you to all those that made this year’s event another great show and for all the hard work it takes to make these show happen. Hope to see many of you at Expo West in March!</strong>', 'CBX Explores Expo East', '', 'publish', 'open', 'open', '', 'cbx-explores-expo-east', '', '', '2018-09-27 20:48:25', '2018-09-27 20:48:25', '', 0, 'http://cbx.cappendev.com/thinking/16/cbx-explores-expo-east', 0, 'thinking', '', 0),
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(1191, 1, '2018-09-24 18:48:55', '2018-09-24 18:48:55', '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', '', 'inherit', 'closed', 'closed', '', '939-revision-v1', '', '', '2018-09-24 18:48:55', '2018-09-24 18:48:55', '', 939, 'http://cbx.cappendev.com/939-revision-v1', 0, 'revision', '', 0),
(1192, 1, '2018-09-24 18:48:55', '2018-09-24 18:48:55', '<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', '', 'inherit', 'closed', 'closed', '', '1062-revision-v1', '', '', '2018-09-24 18:48:55', '2018-09-24 18:48:55', '', 1062, 'http://cbx.cappendev.com/1062-revision-v1', 0, 'revision', '', 0),
(1193, 1, '2018-09-24 18:48:55', '2018-09-24 18:48:55', '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', '', 'inherit', 'closed', 'closed', '', '1006-revision-v1', '', '', '2018-09-24 18:48:55', '2018-09-24 18:48:55', '', 1006, 'http://cbx.cappendev.com/1006-revision-v1', 0, 'revision', '', 0);
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(1194, 1, '2018-09-24 18:48:55', '2018-09-24 18:48:55', 'By Rachel K.\n<a href=\"http://cbxblog.com/wp-content/uploads/2010/12/nyenyc.jpg\"><img class=\"size-full wp-image-1977\" title=\"nyenyc\" src=\"/wp-content/uploads/2010/12/nyenyc.jpg\" alt=\"\" width=\"450\" height=\"320\" /></a>\n\nThese days, it’s rare to see an event that isn’t jam-packed with sponsorship logos. Sporting events are branded. Concerts are branded. Schools are branded. Even war is branded. So why wouldn’t a spectacle like the Times Square New Year’s Eve Ball Drop be branded?\n\nWith its massive electronic screens and giant billboards, Times Square is one of, if not the, most desirable piece of outdoor advertising real estate in the world – and the ball drop is its biggest event. <a href=\"http://www.timessquareadcoalition.org/\" target=\"_blank\">The Times Square Advertising Coalition</a>, a group created in 2009, works to ensure that Times Square “remains the most colorful and vibrant commercial corridor on earth,” and a single cab ride through Times Square proves that the coalition is doing its job really, really well.\n\nEspecially when it comes to New Year’s. For the past ten years, Waterford has sponsored the actual crystal ball (or at least, its surface; the ball itself went LED in 2007). For the third year straight, Nivea is the official sponsor of the New Year’s Eve celebration, and along with sponsoring a stage called the Nivea Kiss Platform, it will hand out about 30,000 samples of lip balm to revelers in the hours before the countdown. The Duracell Power Lab in Times Square, which opened on November 30th, consists of <a href=\"http://www.facebook.com/duracell\" target=\"_blank\">four stationary bikes</a> that when pedaled charge batteries that will subsequently be used to light the New Year’s sign behind the ball drop. And for the first year, Get Married Media, which publishes Get Married magazine and hosts a Web site, <a href=\"http://www.getmarried.com\" target=\"_blank\">GetMarried.com</a>, is helping sponsor the event, including <a href=\"http://www.getmarried.com/times-square/vote/\" target=\"_blank\">a contest</a> for a New Year’s Eve wedding in Times Square.\n\nBut whereas sponsorships at other events usually irk me to no end, I’m not upset about all these New Year’s Eve Ball Drop sponsorships. In fact, quite the opposite; I actually think they’re kind of fun. Why? Because the events’ producers – the Times Square Advertising Coalition and Countdown Entertainment – insist that its sponsors be organically integrated into the event, rather than just slapping any ole logo onto the crystal ball. And this requires a certain amount of creativity on the part of brands, which is really the way it should be. “There are some sponsors that we say no to because it’s not a natural fit,” said Jeffrey Straus, president of Countdown Entertainment in a New York Times’ article published on Tuesday. “This is first and foremost a civic event for New York City and sponsors have to tie into that event without it being a commercial message.”\n\nGotta love that kind of integrity, in an era when money talks, no matter what the occasion. But it’s still not enough to draw me out into those crowds on New Year’s. I may like to have soft lips…but fortunately, I can have them in the comfort and warmth of my own home.', '10, 9, 8, 7, 6, 5 4, 3, 2…HAPPY TIMES SQUARE SPONSORSHIP!', '', 'inherit', 'closed', 'closed', '', '863-revision-v1', '', '', '2018-09-24 18:48:55', '2018-09-24 18:48:55', '', 863, 'http://cbx.cappendev.com/863-revision-v1', 0, 'revision', '', 0),
(1195, 1, '2018-09-24 18:48:55', '2018-09-24 18:48:55', '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', '', 'inherit', 'closed', 'closed', '', '1073-revision-v1', '', '', '2018-09-24 18:48:55', '2018-09-24 18:48:55', '', 1073, 'http://cbx.cappendev.com/1073-revision-v1', 0, 'revision', '', 0),
(1196, 1, '2018-09-24 18:48:55', '2018-09-24 18:48:55', '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', '', 'inherit', 'closed', 'closed', '', '1061-revision-v1', '', '', '2018-09-24 18:48:55', '2018-09-24 18:48:55', '', 1061, 'http://cbx.cappendev.com/1061-revision-v1', 0, 'revision', '', 0),
(1197, 1, '2018-09-24 18:48:55', '2018-09-24 18:48:55', '<a href=\"http://cbxblog.com/wp-content/uploads/2010/04/Rick-Fox_blog_thumb_nb-e1271798170415.jpg\"><img class=\"size-full wp-image-676\" title=\"Rick Fox_blog_thumb_nb\" src=\"/wp-content/uploads/2010/04/Rick-Fox_blog_thumb_nb-e1271798170415.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a> By Rick F.\n<a href=\"http://cbxblog.com/wp-content/uploads/2010/06/Sohio.jpg\"><img class=\"size-full wp-image-1027\" title=\"Sohio\" src=\"/wp-content/uploads/2010/06/Sohio.jpg\" alt=\"\" width=\"500\" height=\"299\" /></a>\n\nWhen I discovered my latest blog entry would be published in mid-June, I thought there was no way that another article on <a href=\"http://www.bp.com/bodycopyarticle.do?categoryId=1&amp;contentId=7052055\">BP</a> could still be relevant. Well, unfortunately, I was wrong.\n\nAmazingly, BP continues to oversaturate, among other channels, the news cycle.  In the past few months, heated discussion and debate have honed in on BP’s <a href=\"http://www.businessweek.com/news/2010-06-16/bp-dividend-off-the-table-on-obama-spill-demands-update1-.html\">dividends</a>, its seemingly out-of-touch <a href=\"http://abcnews.go.com/GMA/video/bp-ceo-gulf-oil-spill-10537587\">CEO</a>, and the <a href=\"http://www.youtube.com/watch?v=Gh76oepKFc8\">US government response</a> to the environmental crisis in the Gulf.\n\nToday, I chime in with another angle to this tragic saga: differentiating BP as ‘commodity’ from BP as ‘brand.’\n\nWhile growing up in Cincinnati, I remember seeing a gas station that sat at the bottom of a hill near my house called <a href=\"http://en.wikipedia.org/wiki/Standard_Oil_of_Ohio\">Sohio</a>, Standard Oil of Ohio; it didn’t get any more American than <a href=\"http://en.wikipedia.org/wiki/John_D._Rockefeller\">Mr. John D. Rockefeller</a>. And in the early-1990s, long after its merger with a company called British Petroleum, this once-quaint Sohio station became BP. Its new green &amp; yellow sign couldn’t have appeared more foreign. So much for good ‘ol (or, is it good oil?) Americana.<em> </em>\n\nThe product remained the same, but the brand experience had changed completely. Inevitably, over time, this new BP station became my brand. I bought my first set of baseball cards, filled up my first tank of gas, and picked up my first six-pack right there. Am I alone in my attachments to the BP brand experience? Will other American consumers abandon this behemoth altogether? As an all-encompassing brand, I would argue, yes—BP is clearly in big trouble with consumers like me—but as a petroleum product, it is relatively safe.\n\nSo does BP the brand actually matter? Maybe.\n\nLike the three T’s (Tylenol, Toyota, and Tiger), BP has work to do.  It is, however, lucky to be in a business that is almost completely driven by price and real estate, not brand.  Interestingly enough, <a href=\"http://www.prwatch.org/node/9038\">BP has survived disasters in the past</a> and just last year, was again ranked the <a href=\"http://www.bp.com/genericarticle.do?categoryId=9018984&amp;contentId=7056128\">#1 petroleum brand in South Africa</a>. And what about the other notable case study in oil company hubris and resuscitation? In 1989, following the Exxon Valdez oil spill in Alaska, 20% of Exxon’s customers staged a “boycott,” and yet <a href=\"http://www.marketwatch.com/story/bp-brand-under-stress-professors-say-2010-06-11?reflink=MW_news_stmp\">only 3-7% stopped</a> frequenting it.\n\nIn a country full of “save money, live better” shoppers, BP will likely continue to capture our wallets, without having to capture our hearts and minds.  But I think I’ll buy my baseball cards elsewhere.', '4 Dead in Sohio', '', 'inherit', 'closed', 'closed', '', '936-revision-v1', '', '', '2018-09-24 18:48:55', '2018-09-24 18:48:55', '', 936, 'http://cbx.cappendev.com/936-revision-v1', 0, 'revision', '', 0),
(1198, 1, '2018-09-24 18:48:55', '2018-09-24 18:48:55', '<img class=\"size-full wp-image-3065 alignnone\" title=\"RachelK\" src=\"/wp-content/uploads/2011/05/RachelK.jpg\" alt=\"\" width=\"40\" height=\"40\" />\r\n<img class=\"alignnone size-full wp-image-4145\" title=\"FiftyShades\" src=\"/wp-content/uploads/2012/03/FiftyShades.jpg\" alt=\"\" width=\"569\" height=\"237\" />\r\n\r\nIf you’re a woman of a certain age (or the boyfriend/partner/husband of that woman), there’s a good chance you’ve heard about “50 Shades of Grey\", the literary sensation that has been called “Mommy porn” and “Twilight for grownups.” Several women in our office (who shall go unnamed) have read this book recently, and will not shut up…I mean, will not stop talking about its erotic content.\r\n\r\nAs a writer, a mother and woman pushing “a certain age,” I’m definitely skeptical about this book, namely because I am always skeptical of hyped-up literature. But as a branding professional, I have to confess that I am totally impressed by the way that this book is being marketed to consumers.\r\n\r\n“50 Shades” was originally published by a tiny independent press in Australia, and the print distribution was extremely limited, leaving bookstores deprived of copies. Whether or not this was a deliberate ploy of the writer and publisher I’m not sure, but the fact that “<a href=\"http://www.amazon.com/Fifty-Shades-Grey-L-James/dp/1612130283\" target=\"_blank\">50 Shades of Grey</a>” was initially hard to find (and therefore expensive) gave it the same limited edition cache that has made signature collections (like the recent <a href=\"http://www.hm.com/us/marni\" target=\"_blank\">H&amp;M for Marni</a>) so coveted and sought out on eBay. They adhere to a simple marketing formula: The less available the product, the more people want said product.\r\n\r\nOf course, “50 Shades” is now available on eReaders like the Kindle, the Nook and the iPad, and the fact that women can read their erotica discreetly is another reason why this book has become such a phenomenon. Now, the person sitting next to you on Metro-North need not know why your cheeks are blushing so profusely, and why you are asking, “Is it hot in here?” while wiping sweat off your brow. In the past, women may have hesitated to purchase a book by Jackie Collins or Sidney Sheldon due to fear of being labeled “a sex-deprived housewife”; today, there is no shame, simply because people have no idea what you are reading.\r\n\r\nIt also seems that there has been a deliberate grassroots campaign for the book, headed up by a few handpicked “tastemakers” who are appearing on TV shows and in well-placed articles. Lyss Stern, the founder of <a href=\"http://divamoms.com/\" target=\"_blank\">Divalysscious Moms</a>, has talked about the book on local news stations and in a recent NY Times article (“It’s relighting a fire under a lot of marriages,” she was quoted as saying). These women are virtual ambassadors of “50 Shades of Grey,” and are preaching the gospel about the book in any way they can.\r\n\r\nAll of this has triggered an unbelievable amount of chatter for “50 Shades” on Facebook, Twitter and numerous blogs (many of them mommy-focused). According to a VP of marketing for Barnes &amp; Noble, conversation about the book online has fed many of the sales. “I think this shows very clearly what the blog network can do,” said Patricia Bostleman. “The word-of-mouth so thoroughly outpaced the availability.”\r\n\r\nBut that won’t be the case for long, as distribution rights to the book were just sold to <a href=\"http://vintage-anchor.knopfdoubleday.com/\" target=\"_blank\">Vintage</a>, a division of Knopf Doubleday. Publishing executives are comparing the anticipation of the newly printed books with the hoopla that surrounded “The DaVinci Code” and “Eat, Pray, Love,” and I can’t help but wonder: Once “50 Shades” is more visible and accessible, will it still have the same allure? Will there be a “50 Shades” backlash? Perhaps, but with Hollywood producers engaged in bidding wars for the movie rights, it’s unlikely that “50 Shades of Grey” is going anywhere soon, which is testament to a few smart marketing executives working behind the scenes…somewhere.', '50 Shades of…Marketing Brilliance', '', 'inherit', 'closed', 'closed', '', '913-revision-v1', '', '', '2018-09-24 18:48:55', '2018-09-24 18:48:55', '', 913, 'http://cbx.cappendev.com/913-revision-v1', 0, 'revision', '', 0),
(1199, 1, '2018-09-24 18:48:55', '2018-09-24 18:48:55', '<img class=\"size-thumbnail wp-image-2827 alignnone\" title=\"BrianBlog\" src=\"/wp-content/uploads/2011/04/BrianBlog-150x150.jpg\" alt=\"\" width=\"40\" height=\"40\" />\r\nBranding is a team sport, and one of the star players is the consumer. If you don\'t attempt to know your consumers, you can\'t build great brands together. Several weeks ago I had the opportunity to travel to Shanghai to learn from Chinese consumers. As part of my field research, I walked as far as I could and took as many pictures as I could to get a feel for the city and the people. My goal was to have a fraction more understanding when approaching the development of meaningful, relevant brands. At the end of my travels I find myself back at the beginning, faced with the realization that there is so much more to learn beyond the conspicuous contrasts of modern and traditional, megalithic and minuscule, and Eastern and Western. I can\'t wait for the next opportunity and my next lesson.  Enjoy the snaps!\r\n\r\n<span style=\"color: #888888;\"><em>Click on the pictures to view the sideshow, then click the arrows that appear to the left and right of each slide.</em></span>\r\n\r\n<img class=\"size-full wp-image-2780\" title=\"header2\" src=\"/wp-content/uploads/2011/04/header2.jpg\" alt=\"\" width=\"539\" height=\"425\" />\r\n\r\n<a class=\"lightbox\" title=\"METRO CITY MALL. You might expect Shanghai to be filled with big futuristic skyscrapers and crazy-looking shopping malls shaped like Biosphere and you\'d be completely right.\" href=\"http://cbxblog.com/wp-content/uploads/2011/04/13.jpg\"><img class=\"size-full wp-image-2746 alignnone\" style=\"margin-right: 14px;\" title=\"METRO CITY MALL. You might expect Shanghai to be filled with big futuristic skyscrapers and crazy-looking shopping malls shaped like Biosphere and you\'d be completely right.\" src=\"/wp-content/uploads/2011/04/13.jpg\" alt=\"\" width=\"140\" height=\"140\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/04/21.jpg\"><img class=\"size-thumbnail wp-image-2743\" style=\"margin-right: 14px;\" title=\"NEAR RUIJIN ROAD (No.1) And, there are also plenty of smaller, random everyday moments to be found just walking down the street. I personally found the latter much more interesting from a cultural perspective and hope you do too.\" src=\"/wp-content/uploads/2011/04/21-150x150.jpg\" alt=\"\" width=\"140\" height=\"140\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/04/15.jpg\"><img class=\"size-thumbnail wp-image-2772\" title=\"PUBLIC ART: However, lest I get all Disney on you, there are some You Don\'t See That Everyday things that caught my attention for being a bit, well, foreign.\" src=\"/wp-content/uploads/2011/04/15-150x150.jpg\" alt=\"\" width=\"140\" height=\"140\" /></a>\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/04/3.jpg\"><img class=\"size-thumbnail wp-image-2748\" style=\"margin-right: 14px;\" title=\"UNIVERSAL CELL PHONE CHARGER\" src=\"/wp-content/uploads/2011/04/3-150x150.jpg\" alt=\"\" width=\"140\" height=\"140\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/04/4.jpg\"><img class=\"size-thumbnail wp-image-2750\" style=\"margin-right: 14px;\" title=\"CHAIR DISTRIBUTION\" src=\"/wp-content/uploads/2011/04/4-150x150.jpg\" alt=\"\" width=\"140\" height=\"140\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/04/5.jpg\"><img class=\"size-thumbnail wp-image-2752\" title=\"STREET FRUIT\" src=\"/wp-content/uploads/2011/04/5-150x150.jpg\" alt=\"\" width=\"140\" height=\"140\" /></a>\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/04/7.jpg\"><img class=\"size-thumbnail wp-image-2756\" style=\"margin-right: 14px;\" title=\"GRAFFITI\" src=\"/wp-content/uploads/2011/04/7-150x150.jpg\" alt=\"\" width=\"140\" height=\"140\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/04/8.jpg\"><img class=\"size-thumbnail wp-image-2758\" style=\"margin-right: 14px;\" title=\"BAMBOO SCAFFOLDING\" src=\"/wp-content/uploads/2011/04/8-150x150.jpg\" alt=\"\" width=\"140\" height=\"140\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/04/9.jpg\"><img class=\"size-thumbnail wp-image-2760\" title=\"SCAFFOLDING THAT LOOKS LIKE BAMBOO\" src=\"/wp-content/uploads/2011/04/9-150x150.jpg\" alt=\"\" width=\"140\" height=\"140\" /></a>\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/04/10.jpg\"><img class=\"size-thumbnail wp-image-2762\" style=\"margin-right: 14px;\" title=\"FAST FOOD\" src=\"/wp-content/uploads/2011/04/10-150x150.jpg\" alt=\"\" width=\"140\" height=\"140\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/04/112.jpg\"><img class=\"size-full wp-image-2822\" style=\"margin-right: 14px;\" title=\"FAST FRESH FOOD\" src=\"/wp-content/uploads/2011/04/112.jpg\" alt=\"\" width=\"140\" height=\"140\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/04/bank3.jpg\"><img class=\"size-thumbnail wp-image-2853\" title=\"TRUTH IN BRANDING\" src=\"/wp-content/uploads/2011/04/bank3-150x150.jpg\" alt=\"\" width=\"140\" height=\"140\" /></a>\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/04/131.jpg\"><img class=\"size-thumbnail wp-image-2768\" style=\"margin-right: 14px;\" title=\"BRAND EXPERIENCE TRAINING\" src=\"/wp-content/uploads/2011/04/131-150x150.jpg\" alt=\"\" width=\"140\" height=\"140\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/04/14.jpg\"><img class=\"size-thumbnail wp-image-2770\" style=\"margin-right: 14px;\" title=\"CHINA\'S ANSWER TO DIESEL\" src=\"/wp-content/uploads/2011/04/14-150x150.jpg\" alt=\"\" width=\"140\" height=\"140\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/04/6.jpg\"><img class=\"size-thumbnail wp-image-2754\" title=\"GRATUITOUS MONKEY SHOT\" src=\"/wp-content/uploads/2011/04/6-150x150.jpg\" alt=\"\" width=\"140\" height=\"140\" /></a>', '72 Hours in Shanghai', '', 'inherit', 'closed', 'closed', '', '876-revision-v1', '', '', '2018-09-24 18:48:55', '2018-09-24 18:48:55', '', 876, 'http://cbx.cappendev.com/876-revision-v1', 0, 'revision', '', 0),
(1200, 1, '2018-09-24 18:48:55', '2018-09-24 18:48:55', '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', '', 'inherit', 'closed', 'closed', '', '963-revision-v1', '', '', '2018-09-24 18:48:55', '2018-09-24 18:48:55', '', 963, 'http://cbx.cappendev.com/963-revision-v1', 0, 'revision', '', 0),
(1201, 1, '2018-09-24 18:48:55', '2018-09-24 18:48:55', '<a href=\"http://cbxblog.com/wp-content/uploads/2011/11/JoshuaBooks_blog.jpg\"><img class=\"alignnone size-full wp-image-3708\" title=\"JoshuaBooks_blog\" src=\"/wp-content/uploads/2011/11/JoshuaBooks_blog.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a>\r\n&nbsp;\r\n\r\nWhen October rolls around, most think about carving pumpkins and dressing up in costumes. But for a diehard NFL fan like myself, pink has replaced Halloween’s iconic black and orange as the unofficial colors of the month.\r\n\r\n&nbsp;\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/11/Untitled1.png\"><img class=\"size-full wp-image-3699 aligncenter\" title=\"Untitled1\" src=\"/wp-content/uploads/2011/11/Untitled1.png\" alt=\"\" width=\"263\" height=\"394\" /></a>\r\n\r\n&nbsp;\r\n\r\nIn partnership with the American Cancer Society, the National Football League is wrapping up their third annual “A Crucial Catch” campaign. This national platform enhances Breast Cancer Awareness both in and out of stadiums, urging women aged 40+ to undergo annual mammogram screenings.\r\n\r\n&nbsp;\r\n\r\nDuring this month players and coaches have been wearing exclusive pink apparel ranging from hats and jerseys to towels and cleats. Referees are flipping commemorative coins and ribbon stencils hug the 50-yard line every Sunday. Special game balls, along with on-field authentic apparel are being auctioned off (<a href=\"http://www.nfl.com/auction\">www.NFL.com/auction</a>) to benefit the American Cancer Society.\r\n\r\n&nbsp;\r\n\r\nSimilar to all TV infomercials, but wait - there’s more! The NFL has also partnered with corporate sponsors P&amp;G, PepsiCo, Barclays, and others to launch strategically targeted campaigns. New York quarterbacks Eli Manning and Mark Sanchez teamed up with PepsiCo to meet Breast Cancer survivors and convey to a national audience the inspiration they received in this video (<a href=\"http://www.nfl.com/videos/nfl-videos/09000d5d821bb07c/Eli-Manning-and-Mark-Sanchez-team-up-to-help-fight-breast-cancer\">Please mind the ad</a>).\r\n\r\n&nbsp;\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/11/Untitled2.png\"></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/11/crucial-catch-banner-large.jpg\"><img class=\"alignnone size-full wp-image-3720\" title=\"crucial catch banner large\" src=\"/wp-content/uploads/2011/11/crucial-catch-banner-large.jpg\" alt=\"\" width=\"480\" height=\"263\" /></a>\r\n\r\n&nbsp;\r\n\r\nIn the sports video game world, Madden NFL is the most highly anticipated release of the year. Millions of kids and adults reserve copies and pick them up at midnight on the night of the launch, just to play a few games hours before the rest of the world. The most popular feature in Madden NFL is the “Franchise Mode.” Gamers are given the ability to play the actual 2011 NFL season schedule with their favorite team. So what did I find out a few weeks into my franchise with the New England Patriots. Yup, you guessed it: the players, referees, and coaches are fully garbed in pink gear. Is Madden NFL the right target audience? No. Does it create a buzz and topic of conversation between all ages of gamers? Yes.\r\n\r\n&nbsp;\r\n\r\n“A Crucial Catch” is now three years strong, and growing exponentially. The NFL has done an unbelievable job marketing the strategic partnership between the NFL and National Breast Cancer month. Other than non-melanoma skin cancer, breast cancer is the most common cancer among women in the United States. It is remarkable how many media outlets “A Crucial Catch” has touched…so kudos to the NFL, an organization that, while already dear to my heart, has become even more so thanks to this campaign.\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;', 'A Crucial Catch', '', 'inherit', 'closed', 'closed', '', '901-revision-v1', '', '', '2018-09-24 18:48:55', '2018-09-24 18:48:55', '', 901, 'http://cbx.cappendev.com/901-revision-v1', 0, 'revision', '', 0),
(1202, 1, '2018-09-24 18:48:55', '2018-09-24 18:48:55', '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', '', 'inherit', 'closed', 'closed', '', '988-revision-v1', '', '', '2018-09-24 18:48:55', '2018-09-24 18:48:55', '', 988, 'http://cbx.cappendev.com/988-revision-v1', 0, 'revision', '', 0),
(1203, 1, '2018-09-24 18:48:55', '2018-09-24 18:48:55', 'An Interview with CBX’s David Fung, the Human Behind Bodhi (aka Menswear Dog), the Fashionable Pooch Gone Viral.\r\nSaturday January 26th a picture was posted on Facebook, by Sunday it was submitted for trademarking along with debuting on Tumblr. Come Monday, GQ had blogged about it. The following week Anderson Cooper, The Today Show, The Daily Beast, GMA, Laughing Squid and many more were all a twitter with features of this viral pooch. CBX publicist Christine C. sits down with David Fung for the full story.\r\n\r\n<span style=\"color: #ff0000;\"><strong>CC:</strong> How did you come up with the idea of Menswear Dog? </span>\r\n\r\n<strong>DF:</strong> It was the combination of a lazy Saturday, idle hands and a handsome 2-year-old Shiba. So we decided to dress him up in my clothes. Bodhi loved it! We posted the one photo on Facebook as a joke and our friends and family thought it was real!\r\n\r\n<span style=\"color: #ff0000;\"><strong>CC:</strong> Tell me what a typical day in Bodhi’s life is like</span>\r\n\r\n<strong>DF:</strong> Bodhi (who’s named after Patrick Swayze’s character in the movie <em>Point Blank</em>, by the way) comes from a breed known for being stubborn and very independent. He exhibits all the classic traits. At first it was painful, but now he is this quirky dog who does his own thing. He spends his day sleeping and lounging around the house, with two long walks per day from his dog walker. He has gotten over the shoe chewing phase and just sticks to his toys now.\r\n\r\n<span style=\"color: #ff0000;\"><strong>CC:</strong> Perhaps that is where his love of fashion came from? The years of chewing on expensive Italian leather shoes?</span>\r\n\r\n<strong>DF:</strong> HA! That just may be true!!\r\n\r\n<span style=\"color: #ff0000;\"><strong>CC:</strong> What are some of Bodhi’s daily fashion reads?</span>\r\n\r\n<strong>DF:</strong> He loves blogs at the moment. His daily blog roll would be: Satorialist and a range of men blogs; he also has a big interest in street wear fashion and headwear. It’s more about looking cool, while still staying cool this season, and less about layering.\r\n\r\n<span style=\"color: #ff0000;\"><strong>CC:</strong> Are there any articles of clothing that he doesn’t dig ?</span>\r\n\r\n<strong>DF:</strong> It’s all about trial and error. The success so far has to do with Bodhi being so emotive. It makes him more humanlike and creates this blurry line between man and dog. Bow ties, for example, are a little too cute and make him look simply like a dog that is wearing a bow tie.\r\n\r\n<span style=\"color: #ff0000;\"><strong>CC:</strong> What is the most surprising thing that has happened to you since the media frenzy?</span>\r\n\r\n<strong>DF:</strong> We knew this would appeal to dog lovers, but what’s been most surprising has been how the fashion world has responded. The reaction has been very positive. The  “we want to dress like this dog” meme is almost hater proof. You kind of look like an asshole if you’re hating on a dog, right?\r\n\r\n<span style=\"color: #ff0000;\"><strong>CC:</strong> What brands would you like to see him in?</span>\r\n\r\n<strong>DF:</strong> Come spring, fans can look forward to a wardrobe more street wear based— more urban wear, straight brim hats, and sneakers, special editions of course. The focus will shift from what he is wearing per se and more about how to pair outfits.\r\n\r\n<span style=\"color: #ff0000;\"><strong>CC:</strong> Does he have a favorite Pantone color?</span>\r\n\r\n<strong>DF:</strong> Blue is his hot color. Royal blue looks magnificent paired with his golden tan fur.\r\n\r\n<span style=\"color: #ff0000;\"><strong>CC:</strong> What has been your fave appearance so far?</span>\r\n\r\n<strong>DF:</strong> The first one—GQ—really meant a lot.  We were the first dog featured in GQ for style. Also, the milestone we hit and then everything else that’s followed.\r\n\r\n<span style=\"color: #ff0000;\"><strong>CC:</strong> If this fabulous dog could be the spokes-canine for any brand, which one would you want it to be and why?</span>\r\n\r\n<strong>DF:</strong> We are really into these smaller brands like Gitman or the Hill-side. They do these really well made shirts and accessories. But we wouldn’t be opposed to Bodhi modeling on a larger stage.  A good match might be with Uniqlo, a Japanese brand that could feature a Japanese breed.\r\n\r\n<span style=\"color: #ff0000;\"><strong>CC:</strong> So what does the future hold for this fashionable fido? Is he thinking about expanding the brand?</span>\r\n\r\n<strong>DF:</strong> It’s a learning process—whether Bodhi remains an impartial voice or whether he starts to curate his own sense of style of branded looks.\r\n\r\n<span style=\"color: #ff0000;\"><strong>CC:</strong> How is he on camera?</span>\r\n\r\n<strong>DF:</strong> He’s been awesome, taking it in, smiling, energetic, and he LOVES attention. He is the type of dog that will jump up and lick your face. At the end of the day, Bodhi’s a complete diva.\r\n\r\n<span style=\"color: #ff0000;\"><strong>CC:</strong> Any final thoughts or anything you’d like to share?</span>\r\n\r\n<strong>DF:</strong> Thanks to everyone for their support of such a quirky, obscure idea. The goal of this was to make people smile and get a giggle. We are trying to keep that original intent alive. When it becomes work, we will stop. And if people keep supporting, we will keep posting. So please stay tuned: we are not going to give away any appearances but there are going to be more conceptual posts coming soon.\r\n\r\nFor more information: <a href=\"http://mensweardog.tumblr.com/\" target=\"_blank\">mensweardog.tumblr.com,</a> <a href=\"cbx.com @CBXtweets\" target=\"_blank\">cbx.com</a><a href=\"https://twitter.com/CBXtweets\" target=\"_blank\">, @CBXtweets</a>', 'A Fashionable Pooch Gone Viral', '', 'inherit', 'closed', 'closed', '', '967-revision-v1', '', '', '2018-09-24 18:48:55', '2018-09-24 18:48:55', '', 967, 'http://cbx.cappendev.com/967-revision-v1', 0, 'revision', '', 0);
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(1204, 1, '2018-09-24 18:48:55', '2018-09-24 18:48:55', '<strong>Recently, we sent out Engagement Director, Damien Moore-Evans, to Chicago to attend Global Shop 2018</strong>, “the nation’s largest retail design industry trade show, which combines store design, visual merchandising, retail technology and shopper marketing leaders under one roof.” From our work redesigning the flagship Houston location of Saks Fifth Avenue, to more recently creating the bakery of our dreams for New York’s favorite miniature cupcake, Baked by Melissa, we’ve been thinking a lot lately about store experiences, community spaces, and the evolution of the brick-and-mortar. While the debate will undoubtedly continue on the path of the ‘store of the future,’ we’re pretty certain what we witnessed and heard at Global Shop will resonate in the years to come.\r\n<strong>Here were the most interesting findings from Damien:</strong>\r\n<ul>\r\n 	<li>Gen Z is shaped by 911, cyber bullying, and unpredictable political climate. In spite of this, they are ambitious realists.</li>\r\n 	<li>64% cited shared values with a brand for the reason they engaged with that particular brand –Harvard Business Review</li>\r\n 	<li>From showrooms to ‘Do-rooms,’ retailers are making a bigger push for overall better shopping experiences -Eight Inc.</li>\r\n 	<li>The expectation economy continues on. Brands are shifting their behaviors to better coincide with shifting consumer expectations and behaviors.</li>\r\n 	<li>The future of retail is physical – the goal for brands must be to design “human experiences,” putting the human at the center.</li>\r\n 	<li>Defining the meaning of a ‘store’ today means behaving more experiential rather than transactional. A key consideration for brands should be to think about how to educate the customer on new products</li>\r\n 	<li>It\'s important for brands to be comfortable with launching imperfect products in the marketplace, allowing time to perfect.</li>\r\n 	<li>Retailers need to focus on shifting their innovation strategy in order to stay relevant and distinctive within the culture.</li>\r\n 	<li>Physical retail is not dying but rather shifting its presence.</li>\r\n 	<li>goPuff was introduced courtesy of Hershey’s – they displayed a fantastic VR experience, providing the “quick fix” that many of us want from candy. This is potentially the future of the convenience store experience.</li>\r\n 	<li>VR for brand storytelling is being used to promote new brand features and share impactful stories, i.e. in some Toms stores now, you can experience the village / meet the people that receive a pair of Toms when you buy a pair – bringing the experience to life.</li>\r\n 	<li>For the consumer market VR opportunity - retailers are seeking innovative ways to deliver memorable experiences</li>\r\n 	<li>With VR, we have the opportunity to create highly engaging experiences that consistently surprise, i.e. be “Virtually Amazing”</li>\r\n 	<li>Hardware, software, and design leaders should collaborate to overcome obstacles and make VR accessible.</li>\r\n 	<li>Telling a great brand story is important but the strength lies with telling a true and authentic brand story – if you achieve this, you can win forever.</li>\r\n 	<li>Many stores nowadays have forgotten about the customer. However, there are some exceptions: every Kendra Acott store is dedicated to the community it serves. “Those real world connections can insulate a brand from market turns.”-Tom Nolan, WWD, Global Shop keynote</li>\r\n 	<li>We must remember it’s not literally about the ‘brick-and-mortar,’ but rather what’s on the inside.</li>\r\n 	<li>Brands should try to remember that the ultimate measure of success is the impact you can have on people\'s lives. In customer service you can innovate everyday, whether it be in conversation with a customer or with a handwritten note to close the transaction.</li>\r\n</ul>', 'A Glimpse into the Future of Retail Experience', '', 'inherit', 'closed', 'closed', '', '1120-revision-v1', '', '', '2018-09-24 18:48:55', '2018-09-24 18:48:55', '', 1120, 'http://cbx.cappendev.com/1120-revision-v1', 0, 'revision', '', 0),
(1205, 1, '2018-09-24 18:48:55', '2018-09-24 18:48:55', '<a href=\"../wp-content/uploads/2011/05/RachelK.jpg\"><img title=\"RachelK\" src=\"../wp-content/uploads/2011/05/RachelK.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a>\r\n&nbsp;\r\n\r\n<img class=\"size-full wp-image-3384 aligncenter\" title=\"bg_banner\" src=\"/wp-content/uploads/2011/08/bg_banner1.gif\" alt=\"\" width=\"566\" height=\"67\" />\r\n\r\n&nbsp;\r\n\r\nDear <a href=\"http://en.wikipedia.org/wiki/Pret_%28sandwich_shop%29\" target=\"_blank\">Pret a Manger</a>,\r\n\r\n&nbsp;\r\n\r\nThere’s something I’ve been keeping to myself for a while now, quite possibly since the first time we met, about seven years ago. But after our last rendezvous – during which one of your cashiers complimented my dress, and offered me a free ice tea – I just need to make my feelings clear.\r\n\r\n&nbsp;\r\n\r\nIn a nutshell, you are the bomb, Pret a Manger.\r\n\r\n&nbsp;\r\n\r\nYour beautiful, subtle branding. Your streamlined, perfect packaging. Your delicious, fresh sandwiches. Your friendly, conversational voice. Your warm, down-to-Earth, happy staff. Your simple “M.O.”: Pret creates handmade, natural food, avoiding the obscure chemicals, additives and preservatives common to so much of the \'prepared\' and \'fast\' food on the market today.\r\n\r\n&nbsp;\r\n\r\n<img class=\"alignnone size-full wp-image-3389 aligncenter\" title=\"Pret-and-Eat_1635498c\" src=\"/wp-content/uploads/2011/08/Pret-and-Eat_1635498c.jpg\" alt=\"\" width=\"460\" height=\"288\" />\r\n\r\n&nbsp;\r\n\r\nThe first time I visited one of your stores was in a London Tube station, seven years ago. How could a tiny convenience store be so good-looking, and feature fresh, tasty food to boot? This was something I hadn’t experienced in America, and I was floored. Yes, I’ll have a Prawn Sandwich! Yes, I’ll have a Fresh Lemonade! Yes, I’ll have a Yogurt Pot! Yes, I’ll have a Love Bar!\r\n\r\n&nbsp;\r\n\r\nWhile all your items looked terrific in their streamlined, bare bones packaging, I braced for the way they would actually taste. To my surprise, your food was actually good. Damn good. And fresh. It was love at first bite.\r\n\r\n&nbsp;\r\n\r\nOne day a few months later, I was meeting a friend who worked near Macy’s. “Wanna have lunch at Pret?” she asked.\r\n\r\n&nbsp;\r\n\r\nPret? My Pret? In America?\r\n\r\n&nbsp;\r\n\r\n“There’s one around the corner,” she said. We went, and it was just as good as the one in the London Tube station.\r\n\r\n&nbsp;\r\n\r\nWhich is why I was shocked when America didn’t fall in love with you as instantly as I did. Every time I mentioned your stores to friends, they either hadn’t heard of you or hadn’t tried you yet. How could they not be seduced in the same way I was, I wondered? Was I blowing things out of proportion?\r\n\r\nIt turns out that Americans – and particularly New Yorkers, who are used to food made at a counter, in the model of the archetypal New York delicatessen – weren’t ready for the idea of pre-packaged food. In recent years, however, “the company educated the American consumer on the value of its freshly prepared food, which is made in on-site kitchens before being boxed and displayed,” according to Clive Schlee, Pret’s chief executive. It also changed its product mix, increasing the number of soups it sells and focusing on filter coffee rather than more elaborate drink options for which customers have to wait on line. They’ve even dropped the “a Manger” on the name – perhaps because it is too exotic, or confusing? – and now go by the more minimalist “Pret.” Mr. Schlee admitted that the chain’s story wasn’t right for the US consumer, but since they’ve adjusted the model, they’ve been met with success.\r\n\r\nThat success was evident during two different visits I made to new <a href=\"http://www.pret.com/us/\" target=\"_blank\">Pret</a> stores, one in Union Square and the other on West 23<sup>rd</sup> Street, not far from CBX. In them, the vibe was festive, the employees were happy, and people were practically fighting to get to your fresh salads and sandwiches.\r\n\r\nSo now, apparently, the secret is out, my beloved Pret. But hopefully our relationship will remain the same, and you will continue to feel “prêt a moi” – made for me.\r\n\r\n<img class=\"size-full wp-image-3391 aligncenter\" title=\"heart\" src=\"/wp-content/uploads/2011/08/heart.jpg\" alt=\"\" width=\"315\" height=\"377\" />', 'A Love Letter to Pret a Manger', '', 'inherit', 'closed', 'closed', '', '890-revision-v1', '', '', '2018-09-24 18:48:55', '2018-09-24 18:48:55', '', 890, 'http://cbx.cappendev.com/890-revision-v1', 0, 'revision', '', 0),
(1206, 1, '2018-09-24 18:48:55', '2018-09-24 18:48:55', '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', '', 'inherit', 'closed', 'closed', '', '959-revision-v1', '', '', '2018-09-24 18:48:55', '2018-09-24 18:48:55', '', 959, 'http://cbx.cappendev.com/959-revision-v1', 0, 'revision', '', 0),
(1207, 1, '2018-09-24 18:48:55', '2018-09-24 18:48:55', '<em>Mary: “I can’t text, you know, I’m not charming via text.”Anna: “Well maybe you should just stop texting.”\r\nMary: “But it’s not just texting, it’s email, it’s voicemail, it’s snail mail…”\r\nAnna: “That’s regular mail.”\r\nMary: “Whatever, none of it’s working. I had this guy leave me a voicemail at work, so I called him at home, and then he emailed me to my blackberry, and so I texted to his cell and then he emailed me to my home account and the whole thing just got out of control… and I miss the days where you had one phone number and one answering machine, and that one answering machine housed one cassette tape and that one cassette tape either had a message from the guy or it didn’t. And now you have to go around checking all these different portals just to get rejected by seven different technologies. It’s exhausting.”</em>\r\n\r\nIn 2009, He’s Just Not That Into You changed many women’s perspectives on what it means to “date” a man–or at least mine. In the film, Mary, played by Drew Barrymore, grapples with the numerous channels of communication that she has to worry about when choosing to interact in the social sphere.\r\nToday, the idea of a home phone or an answering machine with a cassette tape is now a distant memory, and instead has been replaced by social interaction portals such as Facebook, Twitter, Instagram, Foursquare, Snapchat, Pinterest, Tumblr, Vine, LinkedIn, Tinder… <a href=\"http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/#.UyiKvFqG2aE\" target=\"_blank\">the list goes on as new websites and apps are being developed daily</a>. (Mary is breaking out in a nervous sweat.)\r\nFor millennials, the content produced on these social platforms becomes the paint you use to brand to the outside world. Each post, picture, tweet or snap must be carefully crafted to build and support your personal brand. (Mary is becoming short of breath.)\r\nNot only do millennials feel that they have to create content but also aggregate existing content that supports their brand. They have to interact with friends in an on-brand manner and perhaps the most hairy of all, distinguish which pieces of content belong on which platforms, and on which platforms to share content and when. Talk about exhausting. (Mary is now having a full on panic attack.)\r\nFor instance:\r\n<strong>Ladies: You’re at brunch with your girlfriends for Katy’s birthday and you take a group photo.\r\nGentlemen: You’re at a Rangers game with your bros. Do you:</strong>\r\nA) Facebook a photo\r\nB) Instagram a photo (make sure you pick the right filter though and the right hashtag)\r\nC) Tweet the photo\r\nD) Snapchat a photo\r\nE) A &amp; B – if this is your choice, will you tag your friends via Instagram or Facebook (this matters, because handles aren’t the same for both)\r\nF) A, B &amp; C – same hashtag dilemma as E\r\nG) B &amp; C – again, see E’s dilemma\r\nH) All of the above\r\nOR\r\n<strong>You’re reading Slate and come across a phenomenal write-up about the latest True Detective episode. Do you:</strong>\r\nA) Post to Facebook\r\n<p style=\"padding-left: 30px;\">a. Via Slate\r\nb. On your own – do you really want the Slate caption?\r\nc. Tag your True Detective fanatic friends\r\nd. Write a witty caption or just post the article and let is speak for itself</p>\r\nB) Tweet the article (All options from question A apply)\r\nC) Tumble on Tumblr\r\nD) A &amp; B - don’t forget to consider all of the sub-options from A and B\r\nE) All of the above – that’s right, the possibilities are endless\r\nAnd then:\r\n<strong>You are on your lunch break and happen to see Beyoncé, Jay-Z AND Blue Ivy taking a walk through Madison Square Park. The actually agree to take a photo with you (just go with it). Do you: </strong>\r\nA) Post to Facebook\r\nB) WHO ARE YOU KIDDING? You are posting this to every single social media site you are on—even the ones you haven’t been on in ages—and watch your Klout score rise.\r\nI’m with Mary. There are far too many portals, choices and things to consider. Yet, I admit that I Instagrammed a picture of the sunrise in Brooklyn this morning (I did not however link it to any other form of social media–do with that what you will). Since everything you do online is <a href=\"http://www.cbsnews.com/pictures/what-your-facebook-activity-says-about-you/8/\" target=\"_blank\">a reflection of who you are</a>, there is much to consider when engaging in social media. At the same time, the importance of having a defined “personal brand persona” is becoming more important as technology becomes the dominant form of communication. To not engage is to not have a brand and in turn, become obsolete in the social sphere, a millennial’s worst nightmare. So we continue to put more importance on choosing the right Instagram filter than we do paying off our credit card bills, and we get more excitement from the popularity of our posts than we do free healthcare.', 'A Millennial’s Dilemma', '', 'inherit', 'closed', 'closed', '', '1009-revision-v1', '', '', '2018-09-24 18:48:55', '2018-09-24 18:48:55', '', 1009, 'http://cbx.cappendev.com/1009-revision-v1', 0, 'revision', '', 0),
(1208, 1, '2018-09-24 18:48:55', '2018-09-24 18:48:55', 'Last week, <a href=\"http://www.coca-colacompany.com/press-center/press-releases/whats-happening-to-diet-coke-oh-nothing-and-everything\" target=\"_blank\" rel=\"noopener\">Diet Coke</a> introduced four new flavors into the family of America’s largest low-calorie soft drink: Ginger Lime, Feisty Cherry, Zesty Blood Orange and Twisted Mango. Along with the robust new flavor offering came a sleek new look- a slimmer can, a focus on the iconic silver color and a more refined take on the font design. This is a big move from the brand, having originally introduced the “diet” version of its beloved drink originally back in 1982, which unlike its main competitor, Pepsi, wasn’t a modified version of the original but an entirely different formula altogether (its biggest differentiator was its use of the artificial sweeter, aspartame) Alongside its taste, its look and feel, while reminiscent of the original Coke, was distinct and over the years, hasn’t significantly changed even when offering new flavors such as Diet Cherry Coke or Diet Vanilla Coke. In summary, not much has been done to the brand…until now.\r\nThe cultural climate and sentiments towards health, wellness, diets and food and beverages in 2018 is one significantly different than that of the 1980’s. As it’s oft-repeated, we know now that consumers of today- especially younger demographics- are much more conscious and discerning of the ingredients they consume and how these brands contribute to their overall lifestyles. I did a quick-fire with two CBX’ers, <strong>Dustin Longstreth, Chief Marketing &amp; Chief Strategy Officer </strong>and<strong> Satoru Wakeshima, Chief Engagement Officer </strong>to collect their thoughts on the topic.\r\n\r\n<strong>Q: What are your thoughts on both the design and flavor change/strategy?</strong>\r\n\r\n<strong>Dustin:</strong> The design is effective because their strategy is flavor driven and their goal is to get people to see variety. They’ve also sought to incorporate a new multi-platform visual as they can re-use that visual in dynamic and static media. It’s smart, easy to shop and clearly communicates something new from Diet Coke. Ultimately, the Coke franchise is about as giving consumers as many ways to enter the franchise as possible. Whether through diet, cane sugar, classic, zero, size, they’re strategy is giving as many entry points into the brand as possible- now they’re doing it through flavor.\r\n\r\n<strong>Satoru:</strong> Considering Diet Coke\'s leadership position in the diet cola segment, I\'m surprised they waited so long to change.  While the redesign may seem dramatic to some, it actually retains many of the core color equities and the logo is very evolutionary.  The introduction of the vertical banding and slim can just provide a simple, clean platform for the brand.  The Coca-Cola Company was smart to introduce the four new flavors with the redesign - there’s new news to talk about other than just the packaging shift.\r\n\r\n<strong>Q: How do you think consumers, particularly the younger generations, will react to it?</strong>\r\n\r\n<strong>Dustin:</strong> There is a population of the current generation of consumers that are probably suspicious of soft drink formulations in general - they equate it with something unnatural and overly processed product. However, the end of the day, regardless of their age, if people are skeptical of these diet drinks, they’re most likely avoiding it as much because it seems old and outdated and not solely because they\'re “diet.” This is an overall response to consumer’s desires for more interesting and adventurous flavor experiences across the board and not just in water- whether its gum, chips, burgers or CSD’s. People are looking for more bold and unique flavor experiences.\r\n\r\n<strong>Satoru:</strong> There’s still a stigma associated with sweeteners like Splenda in “diet” products.  It’s a bit of a Catch-22: change the formula and your loyal diet Coke drinkers will scream; keep it the same and it will still be outside of the beverage consideration set of many health-conscious consumers.  But the new flavors will at least get the occasional diet soda drinker to give them a try.\r\n\r\n<strong>Q: How risky do you think is this move and what type of impact could it have on the brand?</strong>\r\n\r\n<strong>Satoru:</strong> It’s not really that risky. The CSD category has been troubled for quite some time so it requires bolder and possibly riskier moves from brands to turn it around.  They didn’t change the diet Coke formula and whether people like it or not, they’ll get used to the new package design.  I think they’ll see a bump in sales because it was a very considered change.  New package graphics and new flavors in a category that hasn’t seen much change as of late is big news. But there will also be some flavors that perform better than others and I’m sure The Coca-Cola Company is anticipating that.  I wouldn’t be surprised if we saw more new flavors in the next year.\r\n\r\n<strong>Dustin:</strong> Additionally, this move also seems to be setting them up on a roadmap of innovation; if any one flavor doesn’t succeed, they have opportunities to bring something new to the shelf. If they went with a re-formulation, it would be a tacit admission that it wasn’t good for you and they wouldn’t be addressing the challenge of excitement at shelf.\r\n\r\n<strong>Q: There have been instance when brands have tried to so something similar and its been met with backlash. Could Diet Coke face the same scenario?</strong>\r\n\r\n<strong>Satoru:</strong> I think we underestimate how, as a culture, we’re exposed to change at a much faster rate than ever before and the greater number of choices we have to today vs. in 2009, when the infamous Tropicana blunder happened.  Brands, especially leadership brands have an opportunity to flex their equities and be less precious with them, as long as the changes they make pay respect to what people love about the brand.\r\n\r\n<strong>Q: Any other closing thoughts on this topic?</strong>\r\n\r\n<strong>Satoru:</strong> Not every brand is in a position to make a dramatic change.  There has to be core users who will buy the product no matter what (as long as you don’t change the product) and there has to be significant investment behind supporting a dramatic graphics change.  This can be something like the choice to make the new diet Coke available in slim cans as well as standard 12 oz cans, to where the brand appears and how it’s presented.  The fact that they chose a simple color banded package design also signals that diet Coke is also considering how the brand could appear in small format, digital presentations like on a mobile device.  This is something they didn’t even think about when the brand was first launched in 1982.\r\n\r\n&nbsp;\r\n\r\n<em>Photo courtesy of Diet Coke</em>', 'A New Look & Taste for Diet Coke', '', 'inherit', 'closed', 'closed', '', '1099-revision-v1', '', '', '2018-09-24 18:48:55', '2018-09-24 18:48:55', '', 1099, 'http://cbx.cappendev.com/1099-revision-v1', 0, 'revision', '', 0),
(1209, 1, '2018-09-24 18:48:55', '2018-09-24 18:48:55', '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', '', 'inherit', 'closed', 'closed', '', '951-revision-v1', '', '', '2018-09-24 18:48:55', '2018-09-24 18:48:55', '', 951, 'http://cbx.cappendev.com/951-revision-v1', 0, 'revision', '', 0),
(1210, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<a href=\"http://cbxblog.com/wp-content/uploads/2010/01/LaurenL_blog_thumb_nb1-e1271782659529.jpg\"> </a><a href=\"http://cbxblog.com/wp-content/uploads/2010/01/LaurenL_blog_thumb_nb1-e1271782659529.jpg\"><img class=\"size-full wp-image-593\" title=\"LaurenL_blog_thumb_nb\" src=\"/wp-content/uploads/2010/01/LaurenL_blog_thumb_nb1-e1271782659529.jpg\" alt=\"By Lauren L.\" width=\"40\" height=\"40\" /></a> By Lauren L.\n<a href=\"http://cbxblog.com/wp-content/uploads/2010/05/manifesto_en.jpg\"></a><a href=\"http://cbxblog.com/wp-content/uploads/2010/05/lulu.jpg\"><img class=\"size-full wp-image-948\" title=\"poster_E_red_2008\" src=\"/wp-content/uploads/2010/05/lulu.jpg\" alt=\"\" width=\"500\" height=\"300\" /></a>\n\nToday, I got a Lululemon gift card from a good friend. She knows that I’m an avid runner and practice yoga, so seeing as how Lululemon makes \"technical clothing for yoga, dancing, running, and most other sweaty pursuits,\" it seems like an ideal gift. But at the risk of sounding ungrateful, it’s not.  The brand really turns me off.\n\nNow before I say why, let me preface review by saying that I know a lot of people who love their <a href=\"http://www.nytimes.com/2009/07/26/magazine/26FOB-consumed-t.html\">lulu</a>.\n\nThey claim that no pants fit better, no tank tops are more breathable, and that no workout clothes are more stylish.  Admittedly, I’d probably notice a difference and look cuter if I traded in my $20 Danskin leggings for a pair of $98 Lululemon Astro Pants, but I can’t bring myself to buy into the holier-than-thou, preachy Lululemon brand.  Case in point, the Lululemon <a href=\"http://www.lululemon.com/about/culture\">\"manifesto\"</a>.\n\nWhen you enter a Lululemon store or website, you’re immediately bombarded with their message.  Phrases from the manifesto such a \"Write down your short and long-term goals four times a year… Goal setting triggers your subconscious computer, \"Dance, sing, floss and travel,\" or \"Successful people replace the words \'wish,\' \'should\' and \'try\' with \'I will,\'\"  are scattered across all their brand touch points— their website, store windows, shopping bags, etc.  They’re unavoidable and annoying.  Maybe it’s just me, but I want workout clothes, not an unsolicited diatribe on how to live my life.\n\nWhich brings me to my larger point. The idea of a \"lifestyle\" brand has become a goal for many brands.  These brands want to become an icon for a way of life, to be the next Apple or Ace Hotel.  To accomplish this, I often say that brands need to have a point of view—to stand for something—in order to connect with consumers.  Here is where I think Lululemon has gone too far.  They’ve crossed the line between having an opinion to being downright bossy, and as result, come across as a brand that is trying too hard to be a “lifestyle” brand.  Instead of feeling authentic and inspiring, the brand feels contrived and patronizing.  It’s a thin line, but it’s there—and for me it means the difference between love and hate.', 'A thin line between love and hate: a watch out for “lifestyle” brand wannabes', '', 'inherit', 'closed', 'closed', '', '933-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 933, 'http://cbx.cappendev.com/933-revision-v1', 0, 'revision', '', 0),
(1211, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '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', '', 'inherit', 'closed', 'closed', '', '1031-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 1031, 'http://cbx.cappendev.com/1031-revision-v1', 0, 'revision', '', 0),
(1212, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<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-3999\" title=\"Christian-Louboutin-Red-Soled-Shoes\" src=\"/wp-content/uploads/2012/02/Christian-Louboutin-Red-Soled-Shoes.jpg\" alt=\"\" width=\"582\" height=\"217\" />\r\n\r\nCan a brand “own” a color? While traveling on business recently, I actually had time to read the entire paper, from front to back. As a working mom of a toddler, a true luxury, I assure you.\r\nAnyway, I was enthralled by an article that started with the question, “<a href=\"http://www.nytimes.com/2012/01/22/opinion/sunday/louboutin-and-the-little-red-litigious-shoes.html?_r=1&amp;scp=1&amp;sq=little%20red%20shoes&amp;st=cse\" target=\"_blank\">Can you trademark the color red?</a>”.\r\n<img class=\"size-full wp-image-4000 alignright\" title=\"dorothy1\" src=\"/wp-content/uploads/2012/02/dorothy1.jpg\" alt=\"\" width=\"137\" height=\"119\" />As some of you may know, last year Christian Louboutin attempted unsuccessfully to stop YSL from selling red-soled shoes, claiming infringement of its “federally registered Red Sole Mark.” YSL shot back with “Dorothy is the original,” as in,  The Wizard of Oz. Classy stuff.\r\nMore importantly, the court’s answer was essentially that color is functional, meaning that it is a tool to which all designers should have access. But, the article also goes onto say that Burberry’s famous plaid is theirs and theirs alone. A contradiction of terms…or is a pattern more “ownable” than a chinese red, the official shade of the red sole itself?\r\n\r\nI would beg to differ on both accounts. Ask anybody to close their eyes and say the first thing that comes to mind when you say Target or Coke. Inevitably, they will say “red” over the bullseye or the bottle, right? That is because color is the most potent design tool at our disposal, deeper than symbol, deeper than pattern. It taps into emotions that most of us didn’t even know we had about,say,  purple vs. periwinkle. Colors have universal meaning, cultural meaning, physiological reactions and yes, personal reactions. It is downright scary how many people choose a color in a professional arena, based on personal bias.\r\n\r\n<img class=\"alignleft size-full wp-image-4009\" title=\"Christian_louboutin_sues_fashion_house_vs_Yves_Saint_Laurent_spring_2011_fashion_news_Noirlettes\" src=\"/wp-content/uploads/2012/02/Christian_louboutin_sues_fashion_house_vs_Yves_Saint_Laurent_spring_2011_fashion_news_Noirlettes.jpg\" alt=\"\" width=\"151\" height=\"133\" />Anyway, let me ask again: Can a brand “own” a color and what exactly does that mean? The Louboutin brand has become equivalent with the red sole through their legacy and style, and the shoes have come to represent a key piece of the Wall Street power suit uniform. Below is a Louboutin and a YSL -- which would you choose? Call me a purist, but I know the real thing when I see it.', 'A Well-Heeled Debate', '', 'inherit', 'closed', 'closed', '', '909-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 909, 'http://cbx.cappendev.com/909-revision-v1', 0, 'revision', '', 0),
(1213, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<p style=\"text-align: left;\"><img class=\"size-full wp-image-652\" title=\"LaurenKo_blog\" src=\"/wp-content/uploads/2010/02/LaurenKo_blog-e1271796814589.jpg\" alt=\"\" width=\"40\" height=\"40\" /> By Lauren K.</p><p style=\"text-align: left;\"><img class=\"size-large wp-image-73  aligncenter\" title=\"Blog_Lauren K_Bright Start_edit\" src=\"/wp-content/uploads/2010/02/Blog_Lauren-K_Bright-Start_edit-754x1024.jpg\" alt=\"\" width=\"500\" height=\"678\" /></p>\nIn 2010 consumers have an enormous amount of brand awareness, and are looking on some level for an emotional connection. Last year we saw many brands eliminating the clutter in visuals and messaging. Now, it’s time to get consumers excited when they least expect it in a time where people are working more than ever and yearn for human connection.\n\n<strong>Brightly colored graphics, patterns and icons.</strong> Happy, playful patterns in unexpected places like the above kate spade store interior or a coffee cup stealing cues from interior design. Bright, pop colors are embraced but always with a sense of balance to maintain maturity and avoid a circus effect.\n\n<strong>Easy to handle, slimmer, greener structures.</strong> Consumers are looking for simple structural solutions that can make their experience unique, whether it’s convenience driven or something more indulgent that draws them in. Method kicks of 2010 with a ground breaking laundry detergent. It’s greener, concentrated and has a squirt bottle design that eliminates the messy drip from the bottle. They took the ever so boring experience of doing laundry and introduced something that solved multiple problems. Who wouldn’t be excited about that?\n\n<strong>Removable and minimal branding</strong> continues to be a positive for consumers seeking discretion and trust. Removable sleeves (like Cleangenuity above), belly bands, stickers, tags, and embossing are just around the corner.\n\n<strong>Tiring to inspiring Private Labels.</strong> Target’s re-invented value brand “up &amp;up” clearly marks every package with a large color coded bold arrow icon paired with a sometimes clever product photograph. It brings vibrancy to the shelf and also helps target shoppers shop smarter, quicker and most importantly makes consumers feel good about purchasing a value brand.', 'Adios to 2009, Say hello to a bright start!', '', 'inherit', 'closed', 'closed', '', '832-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 832, 'http://cbx.cappendev.com/832-revision-v1', 0, 'revision', '', 0),
(1214, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '“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', '', 'inherit', 'closed', 'closed', '', '1063-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 1063, 'http://cbx.cappendev.com/1063-revision-v1', 0, 'revision', '', 0),
(1215, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<a href=\"http://cbxblog.com/wp-content/uploads/2010/04/DavidW_Blog_Thumb_nb-e1271789991691.jpg\"><img class=\"size-full wp-image-599\" title=\"DavidW_Blog_Thumb_nb\" src=\"/wp-content/uploads/2010/04/DavidW_Blog_Thumb_nb-e1271789991691.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a>\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/02/ipad-ad.jpg\"><img class=\"size-full wp-image-2271\" style=\"margin-top: 3px; margin-bottom: 3px;\" title=\"ipad-ad\" src=\"/wp-content/uploads/2011/02/ipad-ad.jpg\" alt=\"\" width=\"500\" height=\"375\" /></a>\r\n<br />\r\n<br />\r\nApple Inc. is the world\'s second most valuable company, recently passing PetroChina and trailing only ExxonMobil. Much of Apple\'s growth in the last 10 years has come not from desktop computer sales but from consumer electronics such as the iPod, iPhone and iPad. Apple has been able to convince millions of folks to trade up and pay more. There is still, however, huge room for growth.\r\n\r\nApple long stood for products that were user-friendly. Apple was a club and like most clubs, it was exclusive. The problem is that \"user-friendly\" is now the cost of entry for electronics. Today, Apple is focused on product innovation and expansion of their customer base for existing products. To take the next leap, Apple will have to move from the original club members—tech-savvy urbanites—to other consumer targets: Soccer Moms, Plumber Dads, Investment Banker Uncles, Awkward Aunts, Cuddly Kids and Boring Brothers… Everyone.\r\n\r\nApple needs to target EVERYONE. The business demands it. Apple can no longer be a club; they need to be a mass consumer brand and they are well on their way. Apple products will no longer make you cool. They will however solve your \"what should I get Mom for Mother\'s Day\" dilemma this year.\r\n\r\nFor proof, look no further than their ads. Apple has always pushed concept and design boundaries in their advertising. They have lived by \"Think Different,\" and like many successful brands, are selling an idea, a transformation and lifestyle. Starting with the 1984 TV ad and onto the flower arrangements of colorful iMacs, Apple always surprises, reinvents and delights. Until now.\r\n\r\n<!--more-->\r\n\r\nApple has officially sold out. They\'ve decided to offend no one and push no boundaries. Think Different? How about don\'t think at all. Look at an iPad ad and Apple won\'t show you attitude; they will show you how to point to a touchscreen with your finger in case you didn\'t know how touchscreens worked. Lie on the couch and relax, no thought required. Apple\'s latest ads have no point of view. No promise of transformation, club or lifestyle. The iPad ads could have come from anyone—Barnes &amp; Noble, Jennifer Convertibles, Dockers… anyone.\r\n\r\nScroll down memory lane and view some of Apple’s print, online bus shelter and billboard ads throughout the years in  \"approximate reverse chronological order.\" Take a closer look at the iPad ads and then enjoy the trip back in time. Reminisce about what Apple used to be.\r\n\r\n[caption id=\"attachment_2172\" align=\"alignnone\" width=\"433\" caption=\"iPad\"]<img class=\"size-full wp-image-2172\" title=\"iPad\" src=\"/wp-content/uploads/2011/02/iPad2.jpg\" alt=\"\" width=\"433\" height=\"891\" />[/caption]\r\n\r\n[caption id=\"attachment_2170\" align=\"alignnone\" width=\"433\" caption=\"iPad\"]<img class=\"size-full wp-image-2170\" title=\"iPad\" src=\"/wp-content/uploads/2011/02/iPad1.jpg\" alt=\"\" width=\"433\" height=\"936\" />[/caption]\r\n\r\n[caption id=\"attachment_2174\" align=\"alignnone\" width=\"433\" caption=\"iPhone\"]<img class=\"size-full wp-image-2174\" title=\"iPhone\" src=\"/wp-content/uploads/2011/02/iPhone1.jpg\" alt=\"\" width=\"433\" height=\"907\" />[/caption]\r\n\r\n[caption id=\"attachment_2180\" align=\"alignnone\" width=\"433\" caption=\"MacBook Air\"]<img class=\"size-full wp-image-2180\" title=\"MacBook Air\" src=\"/wp-content/uploads/2011/02/MacBookAir1.jpg\" alt=\"\" width=\"433\" height=\"326\" />[/caption]\r\n\r\n<span style=\"color: #999999;\"> </span>\r\n\r\n[caption id=\"attachment_2176\" align=\"alignnone\" width=\"433\" caption=\"iPod\"]<img class=\"size-full wp-image-2176\" title=\"iPod\" src=\"/wp-content/uploads/2011/02/iPod1.jpg\" alt=\"\" width=\"433\" height=\"1008\" />[/caption]\r\n\r\n[caption id=\"attachment_2178\" align=\"alignnone\" width=\"433\" caption=\"iTunes\"]<img class=\"size-full wp-image-2178\" title=\"iTunes\" src=\"/wp-content/uploads/2011/02/iTunes1.jpg\" alt=\"\" width=\"433\" height=\"557\" />[/caption]\r\n\r\n[caption id=\"attachment_2164\" align=\"alignnone\" width=\"433\" caption=\"PowerMacs\"]<img class=\"size-full wp-image-2164\" title=\"PowerMacs\" src=\"/wp-content/uploads/2011/02/Desktops1.jpg\" alt=\"\" width=\"433\" height=\"309\" />[/caption]\r\n\r\n[caption id=\"attachment_2158\" align=\"alignnone\" width=\"433\" caption=\"Apple Store\"]<img class=\"size-full wp-image-2158\" title=\"Apple Store\" src=\"/wp-content/uploads/2011/02/Apple-Store.jpg\" alt=\"\" width=\"433\" height=\"657\" />[/caption]\r\n\r\n[caption id=\"attachment_2166\" align=\"alignnone\" width=\"433\" caption=\"iBook\"]<img class=\"size-full wp-image-2166\" title=\"iBook\" src=\"/wp-content/uploads/2011/02/iBook1.jpg\" alt=\"\" width=\"433\" height=\"348\" />[/caption]\r\n\r\n[caption id=\"attachment_2168\" align=\"alignnone\" width=\"433\" caption=\"iMac\"]<img class=\"size-full wp-image-2168\" title=\"iMac\" src=\"/wp-content/uploads/2011/02/iMac1.jpg\" alt=\"\" width=\"433\" height=\"523\" />[/caption]\r\n\r\n[caption id=\"attachment_2182\" align=\"alignnone\" width=\"433\" caption=\"Think Different\"]<img class=\"size-full wp-image-2182\" title=\"Think Different\" src=\"/wp-content/uploads/2011/02/ThinkDiff1.jpg\" alt=\"\" width=\"433\" height=\"523\" />[/caption]\r\n\r\n[caption id=\"attachment_2184\" align=\"alignnone\" width=\"433\" caption=\"Vintage\"]<img class=\"size-full wp-image-2184\" title=\"Vintage\" src=\"/wp-content/uploads/2011/02/Vintage1.jpg\" alt=\"\" width=\"433\" height=\"591\" />[/caption]', 'Apple Tosses its Core', '', 'inherit', 'closed', 'closed', '', '869-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 869, 'http://cbx.cappendev.com/869-revision-v1', 0, 'revision', '', 0);
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(1216, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', 'Authenticity is the latest and annoyingly overused marketing buzzword — it’s slowly grating my will to live. Every brand claims to be authentic. It’s a word that has been prominently featured in nearly every client brief that’s crossed my desk in the last three years.\r\n<a href=\"https://www.forbes.com/sites/jefffromm/2017/01/31/how-unilever-is-winning-with-millennials-and-gen-z/#59e33cbf52fd\" target=\"_blank\" rel=\"noopener\">In a 2017 Forbes article titled “How Unilever Is Winning With Millennials And Gen Z”,</a> Rob Candelino, VP and general manager of Unilever Hair Care, U.S. credits their success to “[engaging with their consumers] in genuine, honest and authentic ways.” When talking about Budweiser’s America stunt where Budweiser brazenly swapped its name for “America” on its cans and bottles, the brand issued a press release stating the purpose behind the campaign was to “celebrate America and Budweiser’s shared values of freedom and authenticity”.\r\n\r\nI get it, the world is yearning for it. We’re drawn like moths to a flame for people or brands that are genuine, real, raw. We celebrate their bravery and their “don’t give a fuck what you think about me” ballsy-ness. Think Anthony Bourdain. Think Beyonce. Think Donald Trump…\r\n\r\nBrands are recognizing this and being rewarded for it. Cue the slew of client briefs where every single brand manager has the same brilliant idea where “authentic” is a brand personality or an essential part of the brand foundation — the most hollow marketing word in existence that literally means nothing.\r\n\r\nTo be authentic is to be true to who you are. However, you can’t be true to who you are if you don’t have a strong sense of who you are in the first place.\r\n\r\nThe goal of branding is to identify a brand’s true and compelling essence and broadcast that to the world in an aspirational and relevant manner. By achieving this you are paying homage to your brand’s authenticity. Penciling in the word “authentic” in your brand foundations/key/star/personality/etc. is not the same thing. Saying your brand is authentic without first defining the undisputed qualities of your brand is the equivalent of being true to a blank piece of paper.\r\n\r\nYes, please act authentically. Yes, please champion authenticity. But please recognize and respect the commitment it takes to get there. If you start with a deep understanding of the true nature of your brand, you might just figure out how to embrace authenticity without ever having to describe your brand as being “authentic.”', 'Authenticity: Marketing’s Biggest Phony', '', 'inherit', 'closed', 'closed', '', '1131-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 1131, 'http://cbx.cappendev.com/1131-revision-v1', 0, 'revision', '', 0),
(1217, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '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', '', 'inherit', 'closed', 'closed', '', '1036-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 1036, 'http://cbx.cappendev.com/1036-revision-v1', 0, 'revision', '', 0),
(1218, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<p style=\"text-align: left;\"><img class=\"size-full wp-image-654\" title=\"Ty_blog_thumb_nb\" src=\"/wp-content/uploads/2010/02/Ty_blog_thumb_nb-e1271796922229.jpg\" alt=\"\" width=\"40\" height=\"40\" /> By Ty T.</p><p style=\"text-align: center;\"><img class=\"size-full wp-image-330\" title=\"Liquid Nitrogen Capirihna\" src=\"/wp-content/uploads/2010/03/caipi.jpg\" alt=\"\" width=\"500\" height=\"358\" /></p>\nWhen is the last time a brand made you talk and talk and keep talking? <a title=\"The Bazaar.com\" href=\"http://thebazaar.com\">Bazaar</a>, Los Angeles?, part of Jose Andres\' collection of restaurants just may be the most experiential meal I\'ve consumed in my life - and I\'ve been talking about it!  From the moment you walk into the restaurant, you feel like you\'ve stepped into an Alice in Wonderland novel.  Thanks to Philippe Starck\'s design of very eclectic pieces mixed in with pieces of art with Moss tchochkies being sold, you feel as though you\'ve literally stepped into a bazaar....but that\'s just the beginning!  Do you ever walk into a restroom in a lounge or restaurant and think, \"I need to take pictures of this awesome restroom\"?  I did!\n\nSo besides the entire ambience, the main character in this story is the food.  The food quite certainly will keep your attention and keep you engaged from beginning to end.  The menu at Bazaar is split into two different sections - <em>Traditional Tapas </em>and <em>Modern Tapas</em>.  The traditional tapas is very much like you would see at any tapas style restaurant, although the flavors and forms seem to be a bit more cutting edge.  The modern tapas, however, blew me away!<!--more-->\n\nBy taking everyday ingredients, deconstructing them and then reconstructing them, Jose Andres creates an experience in your mouth like you\'ve never had before. Once dinner was concluded, they whisked me away to another location in the restaurant for their desserts.  Sitting on the steel silver sofa with a mirrored coffee table in front of me, I couldn\'t decide what to have since everything looked amazing.  The apothecary jars were filled with different types of cookies, chocolates and madelines.\n\nLight pink tile reminiscent of old Hollywood reflected the lights from the chandeliers.  They started me off with dark chocolate pop rocks - which I\'ve had before, but none this good.  He then brought out the piece de la resistance - the Nitro Coconut Floating Island.  Imagine passion fruit, coconut and vanilla formed into an island/cloud shape with nitrogen.\n\nMr. Andres has created a dining experience that will have me talking for a long time to come.  It\'s a winning combination for a brand to engage a consumer through an experience like this and have that consumer talk about it for months to come.  So as a food company, how can you take the familiar and put a new twist on it to engage your consumer?  How can you take what is common and make it uncommon to help differentiate from the competition?', 'Bazaar or Bizarre?', '', 'inherit', 'closed', 'closed', '', '833-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 833, 'http://cbx.cappendev.com/833-revision-v1', 0, 'revision', '', 0),
(1219, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<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/2010/05/Liberty-of-London.jpg\"><img class=\"size-full wp-image-858\" title=\"Liberty of London\" src=\"/wp-content/uploads/2010/05/Liberty-of-London.jpg\" alt=\"\" width=\"500\" height=\"300\" /></a><em><span> </span></em>\n<em><span style=\"color: #a6a6a6;\">Liberty of London – latest prestige brand to be featured at Target</span></em>\n\nA good friend of mine is working on a very famous beauty brand that recently has attempted to go from selling exclusively in prestige channels to selling in the mass market.  Unfortunately, the entire product line was dropped almost immediately by a major prestige retailer and post launch, is already on promotion in a major mass retailer. Needless to say, the process still presents many risks.\n\nOn ther other hand, several premium brands have been successful going into mass: <a title=\"Loeffler Randall\" href=\"http://www.loefflerrandall.com/\">Loeffler Randall</a>, <a title=\"Proenza Schouler\" href=\"http://www.proenzaschouler.com/shop/\">Proenza Schouler</a>, and <a title=\"Simply Vera\" href=\"http://www.kohls.com/kohlsStore/landingpages/simplyveraverawang.jsp?pfx=pfx_google_roi&amp;cid=tbeverawang\">Vera Wang</a> to name a few. These brands from high-end designers are inspired by, rather than direct copies of, the designer’s original items. In some instances, the design house didn’t actually take the lead in creating the items; instead, they were designed by the retailer itself.  The benefit for retailers like <a title=\"Target\" href=\"http://www.target.com/\">Target</a> and <a title=\"Kohl\'s\" href=\"http://www.kohls.com/\">Kohl’s</a> is that designer-name products offer more flair and maintain some hints of a designer’s trademark, and therefore stand out from the pack of basic clothes and accessories normally carried.\n\nBut not all brands follow the ideal formula, and thus can suffer consequences.  <a title=\"MIchael Graves for Target\" href=\"http://www.target.com/Michael-Graves-Designers-Shopping-Directory/b?ie=UTF8&amp;node=1060502\">Michael Graves</a>, an architect and designer with a line of home goods at Target, has suffered a decline in his premium products, largely because the items offered at Target were too similar, according to some.  And shampoo brands notoriously lose their cachet when they move to mass. The disdain from the stylist community is overt.\n\nSo, can a brand that has had success in the prestige market really do well by “descending” to the mass consumer market? Yes, if it behaves more like a tease. Give the mass consumer a taste of what the real brand is like but don’t make it exactly like the prestige experience. Success lies in the balance.', 'Beauty and the Mass Market Beast', '', 'inherit', 'closed', 'closed', '', '842-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 842, 'http://cbx.cappendev.com/842-revision-v1', 0, 'revision', '', 0),
(1220, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<a href=\"http://cbxblog.com/wp-content/uploads/2010/02/Sandra_blog_thumb_nb-e1271783381536.jpg\"><img class=\"size-full wp-image-595 alignnone\" title=\"Sandra_blog_thumb_nb\" src=\"/wp-content/uploads/2010/02/Sandra_blog_thumb_nb-e1271783381536.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a> by S. Creamer\n<img class=\"size-full wp-image-2947 alignnone\" title=\"sandraMain2\" src=\"/wp-content/uploads/2011/05/sandraMain2.jpg\" alt=\"\" width=\"500\" height=\"274\" />\n\nHow should American beauty companies approach the copious business opportunities that await them in Asia? What is the right mix of regional vs. global branding? These are just a few of the questions weighing heavily on marketers’ minds right now, and they will be broached at the <a href=\"http://www.hbaexpo.com/home\" target=\"_blank\">HBA Global Expo</a> – held June 28th to the 30th – during a session titled <a href=\"http://www.hbaexpo.com/international-track-04\" target=\"_blank\">China, Japan, Korea: East Asian Markets</a>. CBX will appear at this session along with a panel of other experts.\nBeauty companies sell their products to help women achieve a dream appearance and lifestyle. (And of course, make money.) The way these companies go about doing so varies greatly from country to country and continent to continent, and depends on cultural norms. There’s no doubt that the East is influenced by the West, most notably by the fashion and entertainment industries (not surprisingly, we see this influence most strongly in Japan). But while consumers in Asia are turning more to plastic surgery, such as eyelid and breast enhancements, an analysis of recent beauty imagery of mass and prestige products in Asia shows the perceived aspirations around beauty are still very feminine and innocent. Take these visuals for example:\n\n&nbsp;\n\n<img class=\"size-full wp-image-2954 alignleft\" title=\"Korea1\" src=\"/wp-content/uploads/2011/05/Korea1.jpg\" alt=\"\" width=\"148\" height=\"195\" />\n\n<img class=\"size-full wp-image-2955 alignleft\" title=\"Korea2\" src=\"/wp-content/uploads/2011/05/Korea2.jpg\" alt=\"\" width=\"148\" height=\"195\" />\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n<img class=\"size-full wp-image-2953 alignleft\" title=\"Korea\" src=\"/wp-content/uploads/2011/05/Korea.jpg\" alt=\"\" width=\"80\" height=\"56\" />\n\nKOREA: The image on the left shows innocence through little makeup and the bucolic setting. The image on the right shows a more empowered woman, who still has an innocent expression, but because the man is seductively close, she displays more power and confidence.\n\n&nbsp;\n\n<img class=\"size-full wp-image-2957 alignleft\" title=\"China1\" src=\"/wp-content/uploads/2011/05/China1.jpg\" alt=\"\" width=\"148\" height=\"195\" />\n\n<img class=\"size-full wp-image-2958 alignleft\" title=\"China2\" src=\"/wp-content/uploads/2011/05/China2.jpg\" alt=\"\" width=\"148\" height=\"195\" />\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n<img class=\"size-full wp-image-2956 alignleft\" title=\"China\" src=\"/wp-content/uploads/2011/05/China.jpg\" alt=\"\" width=\"80\" height=\"56\" />\n\nCHINA: I liked these images because of the similar poses and the different effect. These photographs show a demure subject, each looking away from the camera. The one on the left is for a hair care brand, and the woman looks innocent and optimistic. The one on the right shows a mysterious glow around a beautiful and delicate woman. Both of these women convey different perspectives on virtue.\n\n&nbsp;\n\n<img class=\"size-full wp-image-2960 alignleft\" title=\"Japan1\" src=\"/wp-content/uploads/2011/05/Japan1.jpg\" alt=\"\" width=\"143\" height=\"191\" /><a href=\"http://cbxblog.com/wp-content/uploads/2011/05/japan21.jpg\"><img class=\"alignleft size-full wp-image-2964\" title=\"japan2\" src=\"/wp-content/uploads/2011/05/japan21.jpg\" alt=\"\" width=\"146\" height=\"191\" /></a>\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/05/Japan2.jpg\"><img class=\"alignleft size-full wp-image-3001\" title=\"Japan\" src=\"/wp-content/uploads/2011/05/Japan2.jpg\" alt=\"\" width=\"80\" height=\"56\" /></a>JAPAN: Japan is an interesting (and slightly disturbing) example, because of the overtly girl-oriented image of beauty. On the one hand, a girl is the epitome of innocence, yet a woman dressed as a girl suggests playful fun to a woman and a fantasy for a man. In this case the ad is targeted at women, but perhaps the appeal to men is the reason the trend is so appealing. Interestingly enough, premium products haven’t made the move yet toward overt sexuality. Rather, there continues to be evidence of softness and delicateness.\n\n&nbsp;\n\nSo while Western cultural influences, like more overt display of sexuality, are starting to influence beauty communication, but haven\'t taken a strong foothold yet. This is just one of the many considerations that beauty companies and ad agencies should keep in mind when targeting the Asian consumer market. ?', 'Beauty is as Beauty Does', '', 'inherit', 'closed', 'closed', '', '879-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 879, 'http://cbx.cappendev.com/879-revision-v1', 0, 'revision', '', 0),
(1221, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<strong>A sweet swirl of flavor &amp; strategy</strong>\r\nProduct naming typically involves hard decisions between corporate objectives and customer appeal. Renaming tends to come only after careful consideration of the equity that’s lost along with an abandoned name.\r\n\r\nEnter Ben &amp; Jerry’s. It’s finding ways to have its cake and eat it too by introducing new flavor names that both delight customers and serve business interests at the same time. Its latest genius move has been the “renaming” of Chocolate Fudge Brownie to <a href=\"http://www.benjerry.com/whats-new/weve-started-a-food-fight\" target=\"_blank\">“Food Fight! Fudge Brownie”</a> in support of the Vermont Food Fight initiative, which has been working to<a href=\"http://www.huffingtonpost.com/2014/06/16/ben-jerrys-gmo-food-fight-fudge-brownie_n_5500887.html\" target=\"_blank\"> defend a state law that requires labeling of GMOs</a> (genetically modified organisms) in food.\r\n\r\nThe new name doesn’t confuse loyal customers because it retains the crucial words “Fudge Brownie.” It is also limited in scope: Ben &amp; Jerry’s is only renaming the flavor in its company-owned stores in Vermont. (In grocery stores you’ll still see regular old “Chocolate Fudge Brownie.”)\r\n\r\nSo why go to all the trouble of “renaming” if the rollout is so limited? By announcing a renaming and donating a portion of its proceeds, Ben and Jerry’s draws attention to its larger corporate initiative to remove GMOs from all of its ice cream.\r\n\r\nNot only is this a great cause, it’s one perfectly aligned with the Ben &amp; Jerry’s brand. We expect it to be about purity and homespun quality. Customers like being reminded that their ice cream comes from Vermont. And it puts some much-needed distance between Ben and Jerry’s and its parent company, Unilever (<a href=\"http://www.burlingtonfreepress.com/story/news/local/2014/06/15/ben-jerrys-non-gmo/10380407/\" target=\"_blank\">which actually spent $450,000 working against GMO labeling in California</a>). The fact that the new flavor sounds more fun than ever is the cherry on top.\r\n\r\nOf course, this isn’t the first time Ben and Jerry’s has found naming nirvana: It has co-branded with a sense of humor (from “Stephen Colbert’s AmeriCone Dream” to “Lazy Sunday,” a new flavor named after an SNL sketch). Its new product line, “Core,” is a study in simple, irresistible branding.\r\n\r\nThe lesson here is that carefully crafted names can be both appealing and in line with corporate strategy. But it’s important to note that Ben &amp; Jerry’s doesn’t try to say everything in its names. They whet your appetite, and leave it to you to discover that Hazed and Confused contains hazelnut ice cream. It’s not about cramming everything into a name but about selecting the top priorities that let you tell your story the right way.', 'Ben & Jerry’s “Food Fight! Fudge Brownie\"', '', 'inherit', 'closed', 'closed', '', '1017-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 1017, 'http://cbx.cappendev.com/1017-revision-v1', 0, 'revision', '', 0),
(1222, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '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?', '', 'inherit', 'closed', 'closed', '', '1040-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 1040, 'http://cbx.cappendev.com/1040-revision-v1', 0, 'revision', '', 0),
(1223, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<strong><a href=\"http://cbxblog.com/wp-content/uploads/2010/07/Karen-Smith-blog1-e1278536954548.jpg\"><img class=\"size-full wp-image-1125\" title=\"Karen Smith blog\" src=\"/wp-content/uploads/2010/07/Karen-Smith-blog1-e1278536954548.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a> </strong>By Karen S.<strong></strong>\n\n<strong> </strong>\n\n<a href=\"http://cbxblog.com/wp-content/uploads/2010/09/Best-Buy-copy.jpg\"><img class=\"size-full wp-image-1349\" title=\"Best Buy copy\" src=\"/wp-content/uploads/2010/09/Best-Buy-copy.jpg\" alt=\"\" width=\"500\" height=\"308\" /></a>\n\nI’m not a fan of Best Buy. My opinion has come from years of retail frustration. I find the stores difficult to navigate, the sales people either apathetic or in your face, the product selection for many categories,  so-so, and the checkout process can feel a bit like <em>Waiting for Godot</em>. The store’s only redeeming value to me is its convenient location just two blocks from my apartment, so I find myself in there from time to time, like it or not.\n\nBut recently I had an experience there that changed my perspective, and I’m now reconsidering Best Buy.\n\nA couple of months ago, my Dell laptop died (a story for another time), and I started searching for a new computer.  I did my usual e-trolling of <em>Consumer Reports</em>, <em>PC Report</em> and other consumer-reporting sites. By the time I got to CNET, I was able to narrow my selection; That’s when I noticed an option in the corner to purchase at Best Buy. The price was right, but I expected that almost anything I bought would need to be shipped. But to my pleasant surprise, among the shipping options was an offer to pick up my computer in-store. Now, I know this isn’t a new concept, but given that I believed my options would be 1) waiting several days to have a computer delivered; 2) going to Best Buy and dealing with their sales team and the register lines, this was an unexpected bonus.\n\n<a href=\"http://cbxblog.com/wp-content/uploads/2010/09/Best-Buy2.jpg\"><img class=\"size-full wp-image-1355 alignright\" title=\"Best Buy2\" src=\"/wp-content/uploads/2010/09/Best-Buy2.jpg\" alt=\"\" width=\"114\" height=\"154\" /></a> So, a couple of clicks later to confirm that the unit was available at my closest store and complete the financial transaction, I bought a new computer. A few minutes later, I got an e-mail from Best Buy, confirming that my computer was ready for pick up with all my order information. I went in to the store, found the “in-store pick up” counter, showed them my e-mail, received my computer, and was on my way in less than 10 minutes.\n\nSo here’s what I took away from all this: I don’t like the Best Buy in-store experience. But the reality is that they do have some of the products and brands that I prefer and because I’m pre-disposed to expecting a bad experience, I perceive that they don’t. However, a simple online experience, combined with a super-convenience in-store pick up, helped change my point of view; and place them squarely in the “friend” category for me.\n\n<img src=\"file:///Users/lise/Library/Caches/TemporaryItems/moz-screenshot.png\" alt=\"\" />', 'Best buys got it goin’ on-line', '', 'inherit', 'closed', 'closed', '', '849-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 849, 'http://cbx.cappendev.com/849-revision-v1', 0, 'revision', '', 0),
(1224, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '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', '', 'inherit', 'closed', 'closed', '', '1007-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 1007, 'http://cbx.cappendev.com/1007-revision-v1', 0, 'revision', '', 0),
(1225, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<strong><strong>Guess whose phone we won’t be talking about (much) next year</strong></strong>\r\nIt would be easy to dismiss the timing of last week\'s announcement of the Amazon Fire smartphone as a cheap attempt to deflect attention from <a href=\"http://bits.blogs.nytimes.com/2014/05/23/amazons-tactics-confirm-its-critics-worst-suspicions/?_php=true&amp;_type=blogs&amp;_r=0\" target=\"_blank\">all the bad PR Amazon has been getting lately</a>. Yet, even if it were true, that would be the only cheap thing about it. Turns out <a href=\"http://feeds.arstechnica.com/~r/arstechnica/index/~3/Wd52tg7n0EE/\" target=\"_blank\">the phone is super expensive</a>, especially considering its vendor.\r\n\r\nAnyone who follows Amazon\'s business knows it is the most horizontally expansive retailer out there and that it <a href=\"http://www.eugenewei.com/blog/2012/11/28/amazon-and-margins\" target=\"_blank\">deliberately doesn’t make much money on anything</a>. Instead, Amazon is playing a very long, low-margin game of nickels and dimes from repeat consumption across as many product lines as it can offer, at scale. With <a href=\"https://twitter.com/asymco/status/460724885120380929/photo/1\" target=\"_blank\">over 200 million credit cards on file</a>, it will make it up in volume, the story goes, which is why creating as many Amazon shopping venues as possible (Mac, Windows, iOS, Android, Kindle) is key to its model.\r\n\r\nTo wit, when Jeff Bezos introduced the Kindle Fire tablet in the fall of 2012, he said, “We want to make money when people use our devices, not when they buy our devices.” That’s smart positioning against an online shopping market share monster like the iPad, and investors have loved that stance overall for years, even after repeatedly reporting low profits and smokescreen unit sales and share figures. It all makes sense. But, wait: $649 phone… from… Amazon?\r\n\r\nWhere does a company that prides itself on lowering the barrier for consuming its offerings come off launching a $649 smartphone in 2014? More importantly, years from now, are all of today’s skeptics going to sound as foolish criticizing the Fire\'s price (and therefore odds of success) as ex-Microsoft CEO Steve Ballmer does now for <a href=\"http://www.youtube.com/watch?v=eywi0h_Y5_U&amp;feature=kp\" target=\"_blank\">literally laughing at the iPhone’s intro price</a> in 2007?\r\n\r\nThe answer to the first question isn\'t too hard to figure out. Rather than race to the bottom of <a href=\"http://www.icharts.net/chartchannel/smartphone-average-selling-price-asp-operating-system-usd-q3-2013_m33ays9ec\" target=\"_blank\">the already (over)commoditized low-end market</a> to get some scale, Amazon is trying to elbow in next to Apple and Samsung at the high end—<a href=\"http://daringfireball.net/linked/2014/02/12/phone-profit-share\" target=\"_blank\">those two companies alone make up more than 100% of the entire smartphone segment\'s profits</a> after all (yes, &gt;100%, because everybody else is losing money)—but Amazon is offering it in a way that channels the entire experience through a narrow lens that can only focus on Amazon’s purchase ecosystem. And hey, free Prime! And 3D! And shiny!\r\n\r\nYou can just hear the marketing meetings in your head, can’t you? Very engagement! So profit! There’s just one problem. In its hubris, Amazon seems to have missed something: Setting aside its minor scope in apps and entertainment content (raise your hand, guy who has used Prime to stream a movie), even the bread-and-butter Amazon store we all use isn’t well-liked, it’s well-tolerated. And it’s just a store, not some experience we want to repeat all day, every day.\r\n\r\nDisney, maybe. Amazon? Not like this.\r\n\r\nRemember the <a href=\"http://bgr.com/2013/05/13/htc-first-discontinued-att-facebook-phone/\" target=\"_blank\">Facebook Home</a> phone? We don’t really either, but we bet HTC does. That and the Fire phone will share <a href=\"http://thesaurus.com/browse/trojan%20horse\" target=\"_blank\">a thesaurus entry</a> soon enough. Amazon will artificially keep it alive, of course, and the ginned-up, “Customers Also Bought” popularity of the Fire phone will undoubtedly lurch through the increasing amount of interstitial interruptions to the Amazon shopping experience like Kindle Fire’s zombie cousin, irrespective of what device you’re using, annoying and alienating informed shoppers apace.\r\n\r\nSerious questions: Why’d these guys patent One-Click payment if all they want to do is interrupt the path to payment? Is the Fire smartphone just a giant interstitial ad between the user and the material world?\r\n\r\nWait, what if they sold it for $649 with the guarantee of no interstitial ads?\r\n\r\nSomewhere, Steve Ballmer is laughing his ass off.', 'Blue Flame', '', 'inherit', 'closed', 'closed', '', '1016-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 1016, 'http://cbx.cappendev.com/1016-revision-v1', 0, 'revision', '', 0),
(1226, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<a href=\"http://cbxblog.com/wp-content/uploads/2010/03/lucienv2.jpg\"><img class=\"size-full wp-image-727\" title=\"lucienv2\" src=\"/wp-content/uploads/2010/03/lucienv2.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a> By Lucien E.\n[media-credit align=\"aligncenter\" width=\"449\"]<a href=\"http://cbxblog.com/wp-content/uploads/2010/05/1.jpg\"><img class=\"size-full wp-image-918\" title=\"-1\" src=\"/wp-content/uploads/2010/05/1-e1274366039731.jpg\" alt=\"\" width=\"449\" height=\"299\" /></a>[/media-credit]\n\nLast week, BP issued a statement saying that they were close to a solution that could halt the seemingly uncontrollable <a href=\"http://topics.nytimes.com/top/reference/timestopics/subjects/o/oil_spills/gulf_of_mexico_2010/index.html?inline=nyt-classifier\">oil spill</a> in the Gulf of Mexico that has horrified the world – yours truly included – since April 20th. This catastrophe, which occurred at an offshore drilling rig and killed 11 people, has caused more than 200,000 gallons of oil <em>per day</em> to leak into the waters near Louisiana, Mississippi, Alabama, and Florida, and is on track to eclipse the Exxon Mobil oil spill in terms of size. The damage of such a spill will be felt for years, and will unquestionably affect the economics of the Gulf Coast.\n\nFrom a marketing standpoint this is very, very bad news for BP, especially because it has spent the better part of the last 10 years trying to evolve its public image. Their campaign began in 2000 with the unveiling of a new global brandmark – a sunburst of green, yellow and white – that was intended to symbolize dynamic energy in all its forms. As a designer I loved this mark; it became the envy of the petroleum community for conveying a friendly, accessible, and green message. In a press release announcing the new design, the group said that BP stood for the company’s new aspirations: “better people, better products, big picture, beyond petroleum.”\n\nBut the company never really went “beyond petroleum” (and was anything but green), and now, thanks to the Deepwater Horizon fiasco, BP stands for something entirely different: BIG Problem. Not just for the Gulf…but for the world and future generations as well. How can the company possibly recover, now?\n\nPerhaps, the only way for BP to recover from this devastating natural disaster is to metaphorically “die” (like so much wildlife in the Gulf) or to reinvent itself, and its mission, under a new name just as the Phillip Morris Companies did in 2003. Having endured decades of legal battles and (dare I say rightly deserved) bad press, Phillip Morris had wished to emphasize that its business consisted of more than tobacco; at the time, it owned an 84% stake in <a href=\"http://en.wikipedia.org/wiki/Kraft_Foods\">Kraft</a>. So they re-branded themselves<sup> </sup>under the name Altria—Latin for \"high\"—accompanied by a brightly colored, abstract brandmark, projecting a friendly image to the public.\n\nBut if BP does go that route, I suggest that they take it one step further and consider embracing alternative forms of energy. That way, they really will move “Beyond Petroleum,” which would be a very, very good thing for them…and the rest of the world.', 'BP = Big Problem', '', 'inherit', 'closed', 'closed', '', '932-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 932, 'http://cbx.cappendev.com/932-revision-v1', 0, 'revision', '', 0),
(1227, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<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)', '', 'inherit', 'closed', 'closed', '', '940-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 940, 'http://cbx.cappendev.com/940-revision-v1', 0, 'revision', '', 0);


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(1249, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<a href=\"../wp-content/uploads/2011/07/Geoff.jpg\"><img title=\"Geoff\" src=\"../wp-content/uploads/2011/07/Geoff-e1309894577653.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a>\r\n&nbsp;\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/09/PartyGaming-Bwin-Merger-072910L_0.jpg\">\r\n</a>\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/09/merger1.jpg\"><img class=\"size-full wp-image-3543 aligncenter\" title=\"merger\" src=\"/wp-content/uploads/2011/09/merger1.jpg\" alt=\"\" width=\"200\" height=\"313\" /></a>\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\nWhen two brands agree to merge, I can’t help but wonder: Why would one agree to be bought by another?  The most obvious reason is a financial one; one brand is barely treading water and is skimmed up from oblivion to survive another day (albeit another day in a sea of products).  Sometimes it’s because there is strength in numbers; it’s better for a company with one area of expertise to come together with another to “crush the competition.” A third reason companies merge is that it enables both brands to increase their product lines, enter new categories and, ideally, woo new and potential customers.\r\n\r\n&nbsp;\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/09/working-girl-movie.jpg\"><img class=\"size-full wp-image-3524 aligncenter\" title=\"working-girl-movie\" src=\"/wp-content/uploads/2011/09/working-girl-movie.jpg\" alt=\"\" width=\"460\" height=\"300\" /></a>\r\n\r\n&nbsp;\r\n\r\nSo after the merger, what happens? In the Eighties’ movie “Working Girl,” mergers and acquisitions were commonplace and companies were bought up, renamed and soon forgotten. I liken it to sands in an hourglass, except instead of sand, you have tiny companies blending together until they lose their identities completely. Such was the case when Cingular Wireless (formally a SBC Communications and Bellsouth joint venture), bought AT&amp;T – Cingular who? – or when <a href=\"http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google\" target=\"_blank\">Google bought up, well, just about everything</a>.\r\n\r\n&nbsp;\r\n\r\nUnfortunately, what we often see is the same tired story: Insert new CEO who promises “we will never change the brand you know and love!,” and then poof…a few years, or maybe just months, pass and you start to notice something is a little different. Perhaps it is an ingredient, or the packaging (off with their heads!), something you can’t exactly put your finger on. And before you know it, the new parent company goes ahead and changes or modifies you beloved product. You, the consumer, feel helpless and alone, not to mention irritated, annoyed and betrayed. (Great emotions, eh?) In actuality, the brand’s identity, essence, and everything you knew and loved has changed. These changes can potentially help a brand firm acquire new work, but has the brand been tarnished completely? If you are feeling “ill,” you can fight back via the Internet…but is anyone listening?\r\n\r\n&nbsp;\r\n\r\nApparently someone from Colgate-Palmolive was listening last year when the Tom’s of Maine loyalists took to the Internet to bemoan recent changes to the recently bought brand. Their beef: under Colgate ownership, Tom’s of Maine has changed the toothpaste formula as well as its “environmentally correct” packaging. If you know anything about Tom’s, then you’ll know this was a big problem for many. Consumers expressed their annoyance; take these blog posts, for example: “Thanks for selling out. I\'ve noticed more stores stopped stocking your \"fluoride free brand\"....I remember for awhile you guys didn\'t have a fluoride version.” And: “Tom\'s had great toothpastes, then it was sold to Colgate-Palmolive, which has gradually destroyed it.” And “One of the main reasons I purchased Tom\'s toothpaste was the aluminum tube. Why the change?” <a href=\"http://www.tomsofmaine.com/blog/blog-detail/our-new-look#.Tl2vdmYDImA.facebook\" target=\"_blank\">You can see how this drama played out here</a>.\r\n\r\n&nbsp;\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/09/203143668_88b79fc2e7.jpg\"><img class=\"size-full wp-image-3526 aligncenter\" title=\"203143668_88b79fc2e7\" src=\"/wp-content/uploads/2011/09/203143668_88b79fc2e7.jpg\" alt=\"\" width=\"457\" height=\"342\" /></a>\r\n\r\n&nbsp;\r\n\r\nBut mergers don’t always have to be horror shows, and many brands have escaped the “hourglass” plague. They have succeeded in keeping their brand identity and their reason for existence.  Perhaps you don’t even know that <a href=\"http://www.benjerry.com/company/media-center/press/join-forces.html\" target=\"_blank\">Ben and Jerry’s is owned by Unilever</a> or that <a href=\"http://money.cnn.com/2001/10/30/deals/coke_odwalla/\" target=\"_blank\">Odwalla is owned by Coke</a>. In these scenarios, little has changed. Ben and Jerry are still trucking around in their VW van, Odwalla is still “Nourishing the Body Whole” and <a href=\"http://www.forbes.com/2007/10/31/clorox-burts-bees-markets-equity-cx_af_1031markets15.html\" target=\"_blank\">Burt’s Bees, now owned by Clorox</a>, is still making its honey-centric products. In fact, for many fans of these brands, the most that has changed about them under new ownership is their distribution. Truth is, many of us could care less who owns what or who said what to who, as long as the product we know and love is not subjected to change.\r\n\r\n&nbsp;\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/09/mergers_and_acquisitions-300x199.jpg\"><img class=\"size-full wp-image-3549 aligncenter\" title=\"mergers_and_acquisitions-300x199\" src=\"/wp-content/uploads/2011/09/mergers_and_acquisitions-300x199.jpg\" alt=\"\" width=\"449\" height=\"297\" /></a>\r\n\r\n&nbsp;\r\n\r\nAll that said, I leave you with this question: Why are companies buying, and then changing, great brands? Are they willing to forgo loyalists in the name of a few bucks? And what about you: As a consumer, are you willing to part ways with your favorite brand if something does cha-cha-cha-change?\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n<!-- Start of StatCounter Code -->\r\n<script type=\"text/javascript\">\r\nvar sc_project=5709433;\r\nvar sc_invisible=1;\r\nvar sc_security=\"d2e30e30\";\r\n</script>\r\n<script type=\"text/javascript\"\r\nsrc=\"http://www.statcounter.com/counter/counter.js\"></script><noscript><div\r\nclass=\"statcounter\"><a title=\"counter for wordpress\"\r\nhref=\"http://statcounter.com/wordpress.org/\"\r\ntarget=\"_blank\"><img class=\"statcounter\"\r\nsrc=\"http://c.statcounter.com/5709433/0/d2e30e30/1/\"\r\nalt=\"counter for wordpress\" ></a></div></noscript>\r\n<!-- End of StatCounter Code -->', 'Cha-cha-cha-changing', '', 'inherit', 'closed', 'closed', '', '895-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 895, 'http://cbx.cappendev.com/895-revision-v1', 0, 'revision', '', 0),
(1250, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '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', '', 'inherit', 'closed', 'closed', '', '992-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 992, 'http://cbx.cappendev.com/992-revision-v1', 0, 'revision', '', 0),
(1251, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<img class=\"alignnone size-full 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\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/12/DavisGillette.jpg\"><img class=\"size-full wp-image-3873 alignnone\" title=\"DavisGillette\" src=\"/wp-content/uploads/2011/12/DavisGillette.jpg\" alt=\"\" width=\"678\" height=\"323\" /></a>\r\n\r\nBrands continually add new ingredients, flavoring and benefits to their products in order to get consumers to think they are new, different and worthy of their dollars. They know that consumers respond to innovation; they want “new news.” But for certain categories, there’s only so far they can go with innovation.\r\n\r\nThis idea struck me this morning as I was shaving, because let’s face it (pun intended): the need state of that category hasn’t changed in about a thousand years. Hair grows on face. Man solves problem by shaving hair off of his face. Hair still grows at the same speed. The desired effect hasn\'t changed. Comfort has always been an issue, which is why – while you used to buy aftershave to soothe your skin --  shavers now have lubricant built in. And whereas there used to only be one blade, now there are five, plus an extra one on back for precision (and yes, the extra blades DO make a difference). Unfortunately, no one can really own the idea of how many blades there are. So where to now? <a href=\"http://www.gillette.com/en/us/home.aspx\" target=\"_blank\">Gillette</a> already tried putting a battery in their shaver and had to settle a class action lawsuit challenging their claims as false.\r\n\r\nThe truth is, razors don\'t really need to be that different – which is why brands have made this into what I call a “confusion category.” Too much overcompensation to make every aspect of a product seem innovative only serves to confuse the consumer. To see what I mean, take a look at these offerings from  <a href=\"http://www.bicworld.com/en/products/categories/4/shavers\" target=\"_blank\">Bic</a>, <a href=\"http://www.schick.com/us/index.shtml\" target=\"_blank\">Schick</a> and Gillette. Notice how many brands and trademarks are layered on each product.\r\n\r\n<span style=\"color: #000000;\">BIC® Comfort 3® Advance™ shavers</span>\r\n<span style=\"color: #000000;\"> BIC® Soleil® Bella™ scented shaver</span>\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/12/Bic_1_1.jpg\"><img class=\"size-full wp-image-3881 alignnone\" title=\"Print\" src=\"/wp-content/uploads/2011/12/Bic_1_1.jpg\" alt=\"\" width=\"433\" height=\"295\" /></a>\r\n\r\n&nbsp;\r\n\r\n<span style=\"color: #000000;\">Schick® Xtreme3® FITstyle® refresh shavers</span>\r\n<span style=\"color: #000000;\"> Schick® Quattro® Titanium® Trimmer shavers</span>\r\n\r\n<img class=\"size-full wp-image-3882 alignnone\" title=\"Print\" src=\"/wp-content/uploads/2011/12/Schick_1_1.jpg\" alt=\"\" width=\"433\" height=\"639\" />\r\n\r\n&nbsp;\r\n\r\n<span style=\"color: #000000;\">Gillette® Fusion® ProGlide™ Power razor with MicroComb™</span>\r\n<span style=\"color: #000000;\"> Gillette® Venus® Spa Breeze™ razor</span>\r\n<span style=\"color: #000000;\"> Gillette® Fusion® ProGlide™ Hydra Smooth™ Shave Gel</span>\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/12/Gillette_1_1.jpg\"><img class=\"size-full wp-image-3885 alignnone\" title=\"Print\" src=\"/wp-content/uploads/2011/12/Gillette_1_1.jpg\" alt=\"\" width=\"433\" height=\"254\" /></a>\r\n\r\nSeveral other “confusion categories” come to mind: toothpaste, laundry detergent and cold remedies, to name a few. Is it really necessary for certain brands to force innovation? Or do you think it’s all leading to a dulling of these brands, instead of making them stand out on shelves?', 'Confusion Branding, or, My Brands Have Brands', '', 'inherit', 'closed', 'closed', '', '905-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 905, 'http://cbx.cappendev.com/905-revision-v1', 0, 'revision', '', 0),
(1252, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<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>\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/03/charliesheen.jpg\"><img class=\"size-full wp-image-2552\" title=\"charliesheen\" src=\"/wp-content/uploads/2011/03/charliesheen.jpg\" alt=\"\" width=\"499\" height=\"317\" /></a>\r\n\r\nEveryone is talking about Charlie Sheen and what is interesting is that people <em>really</em> want to know about this guy. The digital world has been set on fire in anticipation and observation as he rants his way out of a career or into eternal career enhancing notoriety.\r\n\r\nHe is, as we speak, creating his own PR machine to manage his direct line to people so he can continue to have his say. On March 1, 2011 Sheen joined <a href=\"http://www.twitter.com\" target=\"_blank\">twitter</a> and by 6pm <a href=\"http://www.twitter.com/charliesheen\" target=\"_blank\">@charliesheen</a> had 108,000 followers and had not yet tweeted a single thing. He was accumulating followers at a rate of 1,000 a minute while we were watching. In fact, by midday March 2nd he had over 840,000 followers and had begun tweeting with the likes of Floyd Mayweather and inviting <a href=\"http://www.twitter.com/iamdiddy\" target=\"_blank\">@iamdiddy</a> over to hang out.\r\n\r\nWhile it is fun to watch this unfold, it is also a lesson for brands. Companies with big names and some notoriety like <a href=\"http://twitter.com/#!/Delta\" target=\"_blank\">Delta</a>, <a href=\"http://twitter.com/#!/AmericanExpress\" target=\"_blank\">Amex</a>, and <a href=\"http://twitter.com/#!/BestBuy\" target=\"_blank\">Best Buy</a>, all of which seem hard to reach and larger than life (much like Sheen) are also notable for being highly responsive on their twitter feeds. Within minutes of a post you can get a personal reply. Here are a couple of examples from a colleague’s twitter feed:\r\n<p style=\"text-align: center;\"><a href=\"http://cbxblog.com/wp-content/uploads/2011/03/Twitterdelta.jpg\"><img class=\"size-full wp-image-2542 aligncenter\" title=\"Twitterdelta\" src=\"/wp-content/uploads/2011/03/Twitterdelta.jpg\" alt=\"\" width=\"337\" height=\"242\" /></a></p>\r\nIn case you’re wondering which brands are winning in this channel, <a href=\"http://en.wikipedia.org/wiki/Mashable\" target=\"_blank\">Mashable</a> gives a good roundup of the <a href=\"http://mashable.com/2009/01/21/best-twitter-brands/\" target=\"_blank\">best twitter brands</a>, which includes Chevrolet, Marriott Hotels and the Detroit Pistons.  These brands are connecting with consumers in a very public yet personal way. Those that continue to proactively pursue these interactions and build a closer connection with consumers will be the winning brands in the future. The question remains however, what will become of Charlie, but we’ll be right there following him.', 'Connecting with Consumers, the Charlie Sheen Way', '', 'inherit', 'closed', 'closed', '', '872-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 872, 'http://cbx.cappendev.com/872-revision-v1', 0, 'revision', '', 0),
(1253, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<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', '', 'inherit', 'closed', 'closed', '', '1060-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 1060, 'http://cbx.cappendev.com/1060-revision-v1', 0, 'revision', '', 0),
(1254, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', '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', '', 'inherit', 'closed', 'closed', '', '1037-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 1037, 'http://cbx.cappendev.com/1037-revision-v1', 0, 'revision', '', 0),
(1255, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', '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', '', 'inherit', 'closed', 'closed', '', '1049-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 1049, 'http://cbx.cappendev.com/1049-revision-v1', 0, 'revision', '', 0),
(1256, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', '<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\" /> By Sandra C.<p style=\"text-align: center;\"><img class=\"size-medium wp-image-228 aligncenter\" title=\"Blog_Sandra_American icon_pict\" src=\"/wp-content/uploads/2010/03/Blog_Sandra_American-icon_pict-276x300.jpg\" alt=\"\" width=\"498\" height=\"427\" /></p>\n<p style=\"text-align: left;\"></p>\n<p style=\"text-align: left;\">The company that owns the long standing Max Factor brand, Procter &amp; Gamble, is discontinuing the line in the US as of this year, signaling the death of an American icon. It doesn’t count that Max Factor is still going to be distributed globally in over 60 markets (it has a different look and feel outside the US and has for some time), it will still disappear entirely from the US market. So, for most American women, this is a sad event.</p>\n<p style=\"text-align: left;\">Max Factor has been around since the beginning of Hollywood, and up until the brand’s relaunch in 2005, it conveyed aspects of that legendary Hollywood glamour in its marketing efforts. As a result, it gained nostalgia with a heritage that other makeup brands would love to have. Its extermination, for many consumers, it is like experiencing the death of a Hollywood legend. In fact, many women who feel upset are not even current Max Factor consumers.</p>\n<p style=\"text-align: left;\">So the question remains, when a brand dies with such a strong equity, should it be buried and forgotten, or resuscitated? Should P&amp;G hold on to the name and not allow anyone else to bring the brand back to life? I don’t think so.</p>\n<p style=\"text-align: left;\">There are many women who are disappointed (just read posts on blogs and you’ll see: <a href=\"http://bit.ly/9NCVFF\">Bellasugar.com</a> and <a href=\"http://bit.ly/628xdU\">Confessions of a Mommy Makeup Addict</a> and if there was a way to distribute this brand through channels that are open to the brand, it could make money. Perhaps it could be repositioned and repackaged as a higher end brand and made exclusive? Even though this may not be possible at the moment due to ownership rights, a strong brand equity, which is so hard to build, is more than enough reason to think of new ways to keep the brand alive and find new avenues to capitalize on its recognition.</p>', 'Death of An American Icon', '', 'inherit', 'closed', 'closed', '', '830-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 830, 'http://cbx.cappendev.com/830-revision-v1', 0, 'revision', '', 0);
