As technologies, such as Amazon’s Kindle, change our behavior and engagement with reading, it also changes the way we perceive the act of reading. Inherent in this is the role of design. There are those design considerations that relate to the functional and emotional interaction with the device and technology itself. These devices have attempted to replicate certain aspects of a reader’s interaction with the physical book, such as allowing for a finger swipe to turn a page. A friend of mine actually tore the guts from a hard back book and used velcro to attach his Kindle inside. It was a revealing gesture, as well as a well executed one. (more…)

I almost exclusively watch T.V. shows online, either on hulu.com or a network’s Web site. I am never at home when shows are typically aired and I like the format of short 30 to 15 second ads rather than 2 minute blocks that interrupt the show you are watching. The commercial that was constantly on was a new advertising spot for Frito Lays’ healthy line of snack food.

This advertising is directed exclusively at women. The segments end with a little flag that says “only in a woman’s world.”

I have to admit when I first saw these commercials I was offended. I think that so often advertisers end up talking at women rather then developing a conversation with them. I also think that advertisers play to the typical stereotypes about men and women. See Stuart’s previous blog post “Men are stupid and women are scheming” here and then watch Webisode 7, where the husband is played as well meaning but stupid and the wife as harried yet indulgent. I don’t see myself in these ads. (more…)

The rapidity of adoption of a variety of innovative online tools has every marketer on their toes. Which is a good stance to take considering that we would also describe the current online landscape as one of shifting sands. A question facing many marketers is how to adjust their brand management strategy and media buy in the context of online developments?

A few figures from The Nielsen Company Online’s Global Online Media Landscape report illustrate the changes:

There has been a massive surge in the use of online video. The availability and ease of use of inexpensive personal video technologies, the number of online sharing sites and enhanced internet infrastructure capacity has enabled this growth. (more…)

“All the world’s a stage, And all the men and women merely players.”
Shakespeare’s As You Like It

Social media has been with us for a little while now, but we have a strong sense that its use is growing rapidly. Over the last six months, the 35-54 year old user base of Facebook has grown by 276.4% and the over 55 year old user base has grown by 194.3% (statistics from iStrategyLabs here) Use of twitter has risen as well. Interestingly, according to the Pew Internet & American Life Project, 10% of online 35-44 year olds use twitter.

Even the venerable news source, National Public Radio, has been exploring the issue of why we tweet.  Entertainingly, and interactively, on February 28 they asked the question “Why do we tweet?” They got plenty of replies, which you can see online here. (more…)

We are excited that our work on the Omaha Steaks’ brand repositioning launched this week. Omaha Steaks has a fantastic pedigree, with a notable community heritage and fifth-generation family ownership, along with a forward-thinking approach to its business activities and its relationship with its customers.

Frankly, Omaha Steaks has a phenomenal product and a genuinely superior brand promise. We had a huge amount of fun working with them during the last year and a half to reposition the brand, aiming to honor the substantial brand equity inherent in the current logo and brandscape, while enhancing it to reflect Omaha Steaks’ future business aspirations, market and activities.

Naturally, a broad spectrum of considerations influenced the final repositioned design: extensive market research revealing the massive consumer brand equity inherent in the existing brand; review of competitor “copy cat” aesthetic treatments; identification of Omaha Steaks’ brand archetype; and the logistical requirements of federal regulations and deployment of the brand across an array of diverse touchpoints.

This is an important initial step in the evolution of the Omaha Steaks’ brand, which will involve continued implementation of the repositioned brand expression in every area of engagement and dialogue with Omaha Steaks’ customers, including print, packaging, online, retail stores, new brand luxury product lines and throughout the entire consumer experience.

It is a challenging and ultimately fulfilling project that we are proud of. Roll on summer, grilling season and Omaha Steaks!