by Beckie Manley | Jan 12, 2015 | Branding
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” These are the words from the master himself, David Ogilvy back in 1963 in ‘Confessions Of An...
by Beckie Manley | Jan 9, 2015 | Branding
Now reading | How marketing will change in 2015: The creative forecast http://www.fastcocreate.com/3040028/how-marketing-will-change-in-2015-the-creative-forecast In 2015, I am looking to the future in every way, especially as it relates to marketing and branding. I...
by Beckie Manley | Jan 8, 2015 | Branding, Creative Process
When we create a new brand at Fierce, one of the very first tools we provide to our clients is a brand standards guide. A rulebook, plain and simple. A way to navigate and control the use of their new investment carefully within their organization so that it can...
by Beckie Manley | Jan 8, 2015 | Branding, Fierce Excerpts
Now reading | Fostering creativity. A model for developing a culture of collective creativity in science. http://www.ncbi.nlm.nih.gov/pmc/articles/PMC1808036/ This article on fostering creativity is truly fascinating. It was hard for me to know which paragraphs and...
by Beckie Manley | Jan 6, 2015 | Branding, Ideas
I’m fascinated with what’s happening with the McDonald’s brand as we head into 2015. I like the way they’re pulling out the concept of love from their tagline but the verdict is still out for me on the execution. I respect and admire the...
by Beckie Manley | Jan 6, 2015 | Branding, Fierce Excerpts
Now Reading | The Brand in the Boardroom | OM Brand architecture and naming are two critical areas of expertise for Fierce Strategy + Creative. I spent the weekend doing some reading on how other agencies approach this important subject and loved this particular...