The Visual Mind

I was reminded this weekend of how powerful visual context is in influencing our emotions and behaviour. If you’re looking for visual overload try any amusement park, wow, they have it figured out. We decided to take the family to Canada’s Wonderland for a fun – visually stimulating day. Having two young boys, it was…


Are You Living Your Brand Promise?

‘We all march to the same beat’, define your brand promise and build an organizational culture that is meticulously measured against this promise. So why do so many companies get it wrong and very few get it right? As I observe this divide, I see a common misstep in the marching orders that come from…



When Brands Reach Utopia

Many have commented on the Starbucks brand refresh, not to be mistaken for a new brand design, more a simplification of the iconic Siren logo that has become synonymous with gourmet coffee the world over. Having worked on hundreds of brand identity designs in my career I can say from experience, trying to rationalize the…



Measurement no Longer Social Media’s Achilles’ heel?

Measuring sentiment and conversation has come a long way since the first tweet or status update. Technologies have been developed by organizations, such as, Sysomos and Radiant 6, which systematically measure business intelligence. But is measuring sentiment even possible? The answer is yes and no. Social media is built on sentiment (positive, negative or indifferent)…


Who can you count on?

You may have heard some of the fallout recently over a new advertising campaign from Mr. Sub.  Dubbed “not everyone likes surprises,” these spots place an adult male in a ‘surprising’ situation followed by the suggestion that you can “count on Mr.Sub.”  For what, we’re not sure. Mercifully pulled due to public response, one execution…



What a great time to be in marketing

That doggy’s tail just keeps on getting bigger… That’s why I get out of bed every morning, well one of the reasons. What a great time to be in marketing. Just when the big brand players recognized consumers were wagging their tails at those mass linear ad campaigns and demanding more choice, more features and…


Marketing Shift

At last check there was some 231,000,000 Google search results for “online marketing”, a term that is as ambiguous as tube socks. Yet leading marketers are still scratching their hard drives and asking how is Twitter relevant to my brand (FYI follow me @David_Mindshape ) and isn’t Facebook for my 13 year old daughter? The…