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CATEGORY: Advertising
'War Games' For AdLand?
March 27th, 2015 by Dwayne W. Waite Jr. on Beyond Madison Avenue
Sometimes a great idea comes from using an old concept in a new way, or taking a best practice from one industry and applying it to a new one. In AdLand, we see that professionals in the industry are quite good at appropriation — the method of adopting a regular idea and modifying it to be their own.

Ads That Portray Those Awkward Moments
March 26th, 2015 by Dwayne W. Waite Jr. on Beyond Madison Avenue
Sometimes a "slice-of-life" ad can really do the trick. When brands can tie themselves to everyday moments that the consumer experiences, a real connection can be made. What has been happening more recently, though, is that brands are showcasing those moments we are a tad bit vulnerable in and showing that we can be more confident in those moments with the brand's assistance. Take the new Listerine ads. With the help of JWT Sao Paulo, the brand is letting us know...
Advertising a Brand Does Not Equal Use
March 25th, 2015 by Dwayne W. Waite Jr. on Beyond Madison Avenue
Many of us have always operated under the assumption that when we adopt a business name and brand, much of our activities will be protected through use; if another company or entity tries to infringe upon our markings, we would stand as victors due to avid use through advertising and the like. A recent legal case sheds some light on our assumptions, and tells us that there is some error in our thinking. Yes, just because you may be advertising your business and brand before getting a federal service or trademark, you are legally not protected under the commerce clause. Why, you ask? Because in the legalese sense, no commerce has occurred...
Copywriting: The Glass is Always Half Full
March 25th, 2015 by Mona Sabbah on Beyond Madison Avenue
Copywriting makes everything better. You can say “99% fat-free” instead of “Only 1% fat.” You can be “delighted” instead of just “happy.” “Low-budget” becomes “Indie.” “Used" becomes "pre-owned,” and so on. In copywriting, the glass is always half full. But just like with any power, as a copywriter, you have to know when to pull back. Beware of overdoing it with your skills; you don’t want your headline to sound like someone slaved over it for hours. Just like with dancing, the audience — in your case, the reader — doesn’t want to see the effort. That’s what makes it so magical. So if it’s not what you say but how you say it, how do you say it really, really well? 1. Whatever the project, address it as if it’s no big deal.
Can Artsy Advertising Mix Well With PSAs?
March 24th, 2015 by Dwayne W. Waite Jr. on Beyond Madison Avenue
Can the glitz and glam of fashion and CPG advertising work in the nonprofit arena? It is hard to say. People do like to be entertained and informed when it comes to advertising, but when does it seem like the campaign is doing so much that the work overwhelms the message? Again, we don't have a concrete answer.
Consumer Triggers and Good Marketing Sense
March 23rd, 2015 by Dwayne W. Waite Jr. on Beyond Madison Avenue
Hasn't the "disruption" wave of marketing communications passed? We are quite tired of hearing how certain new policies and methods or tools can "disrupt" the consumer or the marketing environment. Why in the world would the consumer want to buy something that disrupts them? Doesn't make sense.
Can The ‘Royal’ Ad Wheel Be Reinvented?
March 23rd, 2015 by Briskman Stanfield on Beyond Madison Avenue
Pardon me, would you have any (Grey Poupon) idea how long this ridiculous catchphrase can keep on keeping on?? Inexplicably, certain slogans become cultural phenomena. One successful example involved the long-ago collaboration of Grey Poupon and Rolls-Royce. For 30 years, Rolls-Royce has been trying to shed the spread.
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