Tag Archives: brand strategy

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 […]

Continue Reading
brand purpose, brand strategy, branding communications, Darren McColl, Daz McColl
  • Facebook
  • Twitter
  • LinkedIn

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.

Continue Reading
adblocking, brand purpose, brand strategy, Darren McColl, Daz McColl, relevancy
  • Facebook
  • Twitter
  • LinkedIn

Insight on Insights

Insights

Insight On Insights By: Darren “Daz” McColl What’s the best way to get to the core of possibility? Pretend you’re a five year old. How many times in an eight hour work day do you suppose the typical five year old asks, “Why?” Are they not the most curious of souls? No matter the answer […]

Media Plans vs. Story Systems

Creating Worlds vs Ads

Our Storyscaping approach directs marketers to move beyond just creating ads; it inspires us all to begin creating worlds. Part of creating a world includes building a Story System to support it. So, while ads are still part of your world, they are looked at through the broader lens of a Story System. With that, […]

Continue Reading
brand strategy, Darren McColl, Daz McColl, marketing strategy, media myopia, media planning, story systems
  • Facebook
  • Twitter
  • LinkedIn

Big Ideas Are Made Better By Organizing Ideas

Organizing Ideas

Most of us have worked to either help come up with that awesome “big idea” or perhaps support a big idea after it’s been created and sold. The purpose of a big idea is to get consumers to look up and think, “Wow, that’s amazing!” So, of course, this is still a necessary component in […]

Continue Reading
brand strategy, Darren McColl, Daz McColl, organizing idea
  • Facebook
  • Twitter
  • LinkedIn