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Original articles from Steve Biegel.
 
The Life and Death of a Lifestyle Brand
When a lifestyle brand is born, a core following finds an interesting point of difference that’s relevant to them. They identify with the brand on a personal level. This core following is small, but extremely passionate. They become instant advocates for the brand and evangelize the brand with honesty and fervor, bringing profound credibility to the brand.

The Beauty of an Unpolished Brand
The inclination to disguise ourselves is more potent today than ever. Most of us build fake fortresses through social media by posting an unbelievably rosy picture of our daily life for the world to see, instead of revealing who we really are and the struggles we actually go through. We leave out the rough edges so friends, coworkers, or prospective employers can judge us more favorably. Admit it. We all do it.

Three Reasons to Stop Shoveling Dirt on the TV Medium
For anyone who tells you that old-fashioned advertising is dead, send this little retort. Nothing is dead. In fact, you know how far we’ve come in this business? We are right back at the beginning. With a twist. Isn’t it always that twist that grabs the consumer?

Lost in Our Own Underwear
In this business, we get so caught up in our own underwear, many times we forget who the boss is. It’s not the client. It’s not the Chief Marketing Officer. It’s not the Creative Director, the Account Director, the President, or the CFO of the agency. It’s the consumer. And you better believe it.

Why Doing Good is Good for Business
Gordon Gekko, take a hike. Blake Mycoskie is here. Blake Mycoskie, the creator of TOM’S, just won the LionsHeart Award at Cannes for his brand…but he’s done much more than that.

The 50-Year Anniversary of Interactive Advertising. Wait. What?
The digital age did not give birth to interactive advertising, just as selfies did not introduce the world to handheld photography. How’s that for a head-slapper? Nope, that puppy (interactive advertising) was out of the litter long before Al Gore invented the Information Super Highway. Okay, so what’s the story?

The Life and Death of a Lifestyle Brand
When a lifestyle brand is born, a core following finds an interesting point of difference that’s relevant to them. They identify with the brand on a personal level. This core following is small, but extremely passionate. They become instant advocates for the brand and evangelize the brand with honesty and fervor, bringing profound credibility to the brand.

Why Nothing Is Harder Than Simple
This world of ours spins faster every day. Relative time, “living time,” is now sliced up into little pieces, and fragmented into shorter and shorter moments, due to a faster pace of life and the mind-boggling rate of the exchange of information. Everything is immediate now; there is no time-lapse in communication. It’s an always-on, 24/7 barrage of streaming information, and let's face it, even when we are off the grid, we have a mobile device at finger’s length. Noise is a communicator’s nightmare.

Three Ways to Avoid Suffering from Elephant Thinking
Let’s clarify some things before we expose another dirty little secret highlighting the shortcomings of the influence business. One thing to get straight is what elephant thinking is and what it is not. It is not a joke. It is not philosophical mumbo-jumbo highlighted by wind chimes and jasmine incense. Elephant thinking is a term that comes from the very real practice performed by circus trainers to train their elephants.

Three Reasons to Stop Shoveling Dirt on the TV Medium
For anyone who tells you that old-fashioned advertising is dead, send this little retort. Nothing is dead. In fact, you know how far we’ve come in this business? We are right back at the beginning. With a twist. Isn’t it always that twist that grabs the consumer?

The Beauty of an Unpolished Brand
The inclination to disguise ourselves is more potent today than ever. Most of us build fake fortresses through social media by posting an unbelievably rosy picture of our daily life for the world to see, instead of revealing who we really are and the struggles we actually go through. We leave out the rough edges so friends, coworkers, or prospective employers can judge us more favorably. Admit it. We all do it.

When Strategy and Execution Are Incompatible, Magic Happens
Magic? Isn’t it more like mayhem? Have no doubt about it; a clash between individuals responsible for creative ideation and those concerned with strategic development can be debilitating to the brand-building process. But must it?

I'll Pay for It...If I Like It
This isn't another rant about how hard the influence business has become. No, it's not going to be about how we, as insiders, are the ones who, in fact, make it harder by devaluing our work to prospective clients. Why would any person in our business bitch and moan about anything right now? It's time for the Super Bowl.

Mom: The Ultimate Brand Strategist
I hear it now, in my head, like it was yesterday. An insightful piece of brand wisdom emanating from somewhere between the toaster and the silverware drawer, precisely at the moment I am opening the front door to go out with my friends: “You are defined by the company you keep,” my mom would wail, with high-pitched loving-kindness breaking through the clutter of canned laughter blaring from the TV.

Stop Whining. Start Inventing.
Some in the advertising community say that digital technology is rendering the craft of brand storytelling obsolete and that brands and marketers are now depending on digital platforms, apps, and games instead of conceptual ideation and disciplined creativity to influence audiences.

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