TweetJoin us on Monday, March 28th at 8:00PM Eastern / 5:00PM Pacific for #MMChat on Twitter to discuss Brand Tension! “A lot of people said you can’t have a brand that is both luxury and irreverent. We disagreed.” Geoff Ross, founder of 42Below vodka. Conventional wisdom says that branding is all about leaving a single, […]
Posts Tagged ‘42Below’
Killing Watson: Defeating Alien Intelligence by Questioning the Givens and Changing the Game
TweetMy eyes started darting when I realized what Watson was doing—preying on our cognitive blind spot and vacuuming the highest-value clues off the board before we had a chance to gain our sea legs. But my response surprised me—by my second match, I was doing the same thing. What do you do when confronted by […]
Edgy is a Tattoo: The Power of Provocative Brands and Why We Fall for “Lovable Rogues”
TweetIt’s hard not to love a company that isn’t afraid to push boundaries. We like people who stand up for what they believe in, who flirt with controversy and who never, ever panic and retreat at the first sign of public push-back. Do you respect these guys? Remember Verizon’s hasty retreat? Gap and their logo […]
The Difference Between “How” Brands and “What” Brands
Tweet “Given them what they want – just not the way they expect to get it.” Robert McKee, as told to us in his 3 day Story Seminar. The How, Not the What. Brands that have lasting impact aren’t the ones that focus on the what. The what gets commoditized pretty quickly. What is the intellectual […]
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