Tag Archives: brand purpose

Memories Mean Business

StoryMemory

It’s useless to create stories that no one remembers; you can’t change perceptions and drive behaviors (or commerce) that way. In the sea of channels, posts, pins, videos, etc., there’s a real value in understanding the way our brains create memories. My fascination with how the brain works, is mostly that, a fascination and a […]

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brand purpose, brand strategy, branding communications, Darren McColl, Daz McColl
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Beyond Ad Blocking

AdBlocking Blog Post

The whole ad blocking issue is really about publishers, because when ads are blocked, publishers can’t distribute ad content inside their content—which is their revenue system. That’s it, that’s why there’s an issue and increased chatter in the industry. Don’t make it bigger or closer to home than that. In the bigger picture, we are not hearing creative people talking about how ad blockers are killing their industry—instead, they’re saying it’s good because it means everyone will try to do better work, an upside. So it’s all in how you look at it; shift your focus.

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adblocking, brand purpose, brand strategy, Darren McColl, Daz McColl, relevancy
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Make Purpose A Priority

heartillustration

Do we have ourselves to blame? Has our industry blasted so many messages at audiences that we’ve forced them to become more keenly selective in their interactions with us—our ads, messages and brands? Perhaps. But if that is the case, then it suggests that building a brand connection with consumers is going to be more […]

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brand positioning, brand purpose, Darren McColl, storyscaping
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