The Absurdity of Brand Disconnected from Product

Last week I ran into research that presents a strange example of disconnected brand thinking. I found it in a study claiming to tell us what brand attributes are most…

A Peek Inside Retail at JoAnn’s

My wife passed me a blog post from The Bitchy Stitcher summarizing an in-depth discussion she had with a JoAnn’s store manager. (Link here.) What a great blog…

Consumers Buy Products, Not Brands: How This Should Change Your Advertising

“Whenever you can, make the product itself the hero of your advertising.”
– David Ogilvy, Ogilvy on Advertising
We live in a grand age of “brand advertising” – where most…

Is Disruption the Most Important Model for Innovation?

The theory of “Disruptive Innovation” is an idea that has come to dominate business. Why? Business pundits and consultants would tell us it points the way to the strongest business…

Is Disruption the Most Important Model for Innovation?

The theory of “Disruptive Innovation” is an idea that has come to dominate business. Why? Business pundits and consultants would tell us it points the way to the strongest business…

The Brick & Mortar Advantage

We founded Atomic on the premise that DRTV drives sales through all channels – what has now become known as “Omnichannel”. After all, customers will buy through the channel that…

The Brick & Mortar Advantage

We founded Atomic on the premise that DRTV drives sales through all channels – what has now become known as “Omnichannel”. After all, customers will buy through the channel that…

Is “Evil Empire” in the Whole Foods Brand Brief?

Whole Foods is just a business – driven by the demands of profits and shareholders. Still, they seem to regularly do things that contradict their brand (Exhibit A,…

Is “Evil Empire” in the Whole Foods Brand Brief?

Whole Foods is just a business – driven by the demands of profits and shareholders. Still, they seem to regularly do things that contradict their brand (Exhibit A,…

Big Data. Big Promise. Big Caution.

Big data claims to be the new salvation for all businesses. Because, we’re told, big data will discover amazing new truths. Time will tell. But in the meantime, most big…

Big Data. Big Promise. Big Caution.

Big data claims to be the new salvation for all businesses. Because, we’re told, big data will discover amazing new truths. Time will tell. But in the meantime, most big…

Advertising Awards: Protecting the Creative Status Quo

As a strategist, creative director and student of advertising’s impact, I love to see advertising that’s challenging and interesting – when it comes to it’s impact on marketing. But we’re…

Advertising Awards: Protecting the Creative Status Quo

As a strategist, creative director and student of advertising’s impact, I love to see advertising that’s challenging and interesting – when it comes to it’s impact on marketing. But we’re…

“The Best Ideas Come as Jokes”… But the Best Quotes are Sourced

The Quote
Recently, at Atomic we came across a funny meme on DigiDay. The piece was a blend of clever quotes attributed to David Ogilvy, mixed with a couple pictures…

“The Best Ideas Come as Jokes”… But the Best Quotes are Sourced

The Quote
Recently, at Atomic we came across a funny meme on DigiDay. The piece was a blend of clever quotes attributed to David Ogilvy, mixed with a couple pictures…

Using Response Measured Advertising in an OmniChannel World

I’ve spent my advertising career in the most immediately measurable of TV disciplines…direct response television. Through that career I’ve seen the tremendous economic power that DRTV offers. Used in the…

Using Response Measured Advertising in an OmniChannel World

I’ve spent my advertising career in the most immediately measurable of TV disciplines…direct response television. Through that career I’ve seen the tremendous economic power that DRTV offers. Used in the…

Lego Takes the Life Out of Its Own Party

This past weekend, there was a Lego expo here in Portland and my youngest son went with my wife. We’ve been to these kinds of shows in the past –…

Lego Takes the Life Out of Its Own Party

This past weekend, there was a Lego expo here in Portland and my youngest son went with my wife. We’ve been to these kinds of shows in the past –…

“Practicing on the Bandstand”. Some Thoughts about Miles Davis, Improvisation & Business.

Business has a tremendously complicated relationship with improvisation – often preferring a mythological quest for risk-free management and ignoring the value of leaving room for improvisation. I think it’s a…