Isn’t it ironic that we say, “Out with the old and in with the new,” on New Year’s Eve, but never get around to cleaning until spring? Without an occasional sorting or cleaning, your brand, just like your closet or desk drawer, may become cluttered, out-of-date, or ineffective. Here are a few signs to look [...]
March 28, 2012
The Creating Soundtrack
We are taught that organization and a structured work ethic are vital for success. Frequently we hear suggestions from self-help books spouting out useful tips such as “create a clean work space” and “find a quiet environment” for maximum productivity. However, this is not always the case. In a study conducted by Men’s Health Magazine [...]
March 19, 2012
JCP: The Department Store and Rebranding Déjà Vu
Rebranding takes some nerve. Rebranding twice in two years brings about a massive test of your digestive system. Rebranding three times in three years is well, just. crazy. pacing. Or JCP for short. Yep, each Academy Awards broadcast seems to signal another J.C. Penny rebrand. This time, former Apple executive Ron Johnson calls the shots [...]
March 7, 2012
Simon Cowell: An Idol for Sub-Brands
When you think American Idol, you still instantly think Simon — complete with an accent, nasty attitude and t-shirts that looked like they were purchased from Baby Gap. Some may think Ryan Seacrest, but that’s a different subject. The honest truth is that Simon Cowell lives beyond his American Idol tenure for many reasons. Primarily, [...]
February 28, 2012
I Will Survive: Brands That Survive Crisis
Less than two months into 2012, a few brands may feel that Mayan 2012 doomsday prophecy holds some validity. While the term annihilation feels too strong, two heavyweight brands with tremendous audience support on paper sure took nasty body blows. But keeping it in a positive light (as we like to do at tbg), [...]
February 20, 2012
All You Need is Love — Finding That Emotional Connection
It seems appropriate in this Valentine’s aftermath that we talk about emotional connections with brands. The term emotional connection often incites a few eye rolls in marketing meetings. It’s usually when CMOs prepare themselves for a presentation containing an excerpt from a bitter copywriters’ non-published follow-up to The Notebook, or something so bizarre it’s explained [...]
February 13, 2012
What Big-Business Marketing Can Learn From Etsy
During the past seven years, Etsy grew into the web version of your favorite outdoor flea market … only on steroids and without the overpowering potpourri smell. Now with more than 800,000 active shops, something makes these digital entrepreneurs stick. Simply put, their top sellers are great marketers. Look at the bead shop logging more [...]
February 2, 2012
Clear Articulation
During election season, there’s a refreshing and appreciated approach some — many times too few — candidates utilize. It’s the ability to clearly articulate their point. While it’s easy and often more convenient for candidates to give vague answers and common inspirational anecdotes, a simple, direct statement of facts doesn’t go unnoticed. The majority of [...]
January 19, 2012
Innovation Collaboration
Your company is your baby. So naturally, you know what’s best for it. Don’t you? We all have our blind spots. With each strength comes more than a few weaknesses. The upside to this is that your weakness can very well be someone else’s strength. Through the power of collaboration, you can find yourself with [...]
December 13, 2011
Branding With Heart
It’s the season of sharing and giving … although with the recent rough economy, many businesses feel consumers are irreversible, fickle Scrooges. Too often, companies can do little with pricing, as it’s a strategy with too many long-term implications. Out of frustration, they turn next to a brand review. Many people associate rebranding with some [...]
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Antonio Patric Buchanan
Antonio is co-founder and managing partner of the brand innovation and design consultancy, tbgWorldwide. He has led many creative, innovation and design initiatives for Fortune 1000 clients. He is also co-owner and winemaker at Antonio Patric Winery in Napa Valley. His purpose is simply to "enable creativity."
Paris Buchanan
As a co-founder and owner of tbgWorldwide, Paris not only works with clients to ensure they are fully engaged in every step of the research process, but also works within research teams, interacting with consumersand fully participating in the strategic design.
April 5, 2012
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