How funny your brand should be?

Back then I was collaborating with a renowned agency on a re-branding project. Upon completion of nation-wide research, we started working on brand personality, one of the building blocks of brand strategy.  At that point, the creative director of the agency adamantly insisted that the brand should opt for a humorous tone of voice - [...]

Lack of deep insights lead to poor advertising

H&R Block's tax preparation ad is built on a wrong insight

You’ve probably heard the famous proverb: in this world, nothing is certain but death and taxes. As correct as that fatalistic and sardonic saying is, in this day and age- it is also incomplete: During the tax filing season, one must add tax preparation ads to the list of inevitable. They are omnipresent. And, sadly, [...]

Top Trends in 2014

Another new year, another collection of top trend reports! What was trending in 2013? Which trends will still be relevant in 2014? And, what emerging trends you should pay attention? We have all the answers! Enjoy these great reports, share ‘em with your friends and let me know if you have any other good ones. [...]

When to hire a celebrity for endorsement?

Celebrity endorsement is one of the most popular brand building tools. However, more often than not, it does not deliver the desired results. Why some endorsements work and some don’t? Today, I will try to solve this intriguing problem. Here is what I recommend: To begin with, celebrity endorsement is more suitable for established, big [...]