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(1297, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', '<strong><a title=\"What Does Your Business Stand For?\" href=\"http://www.cbx.com/blog/what-does-your-business-stand-for/\" target=\"_blank\">Last week in our series of 2016 predictions, we took a look at B2B companies to see how they use verbal strategies to communicate what they do in a more meaningful way.</a> This week, we’re turning our attention to the new communication that’s emerged from the latest and greatest trends in healthcare. </strong>\r\nWe’ve seen a new wave of trends emerge that are changing the way we think about healthcare. What’s driving this change? People. As consumers, people are empowered by choice and are used to being heard. We’re now seeing patients engage with the healthcare system with their consumer expectations. While the industry has received a great deal of political attention with policy changes and debate over regulation, what’s remarkable, is that if we move past the political chatter, the healthcare industry’s voice is optimistic.\r\n\r\n<strong>Evolution MD</strong>\r\nOne company that’s leveraging smarter, more customized care is <a href=\"https://sherpaa.com/\" target=\"_blank\">Sherpaa</a>. Through their app, you can send a message to a physician to see if an emergency room visit is necessary or not. As the name cleverly suggests, this service acts as your guide to “smarter healthcare” and to hoping it’s not as bad as it looks. The company <a href=\"https://www.medicast.com/\" target=\"_blank\">Medicast</a> has shown that empowering caregivers can make a world of difference. With seamless mobile technology, the company provides caregivers the tools to offer home health services that are “extending care beyond the four walls.” The name itself is suggestive of the medical industry breaking through the traditional environment and casting the availability-of-care to a wider array of people.\r\n\r\n<strong>Hidden In Plain Sight</strong>\r\nThe California start-up, <a href=\"https://getheal.com/\" target=\"_blank\">Heal</a>, paints a picture of a very promising outcome. They provide physicians that do on-demand house calls to your home in less than 60 minutes. What’s astonishing is that they were able to trademark their name. The healthcare industry is so used to having complicated, cryptic names (for example Pfizer, AstraZeneca, etc.) that are very hard to get approved by regulatory. It’s incredibly refreshing to see a name that’s going back to basics in a simple way that still holds meaning. I also can’t help but wonder if the name is a double-entendre for being “at your heel,” or at your beckon call. Another company that’s big on being clear and straightforward is <a href=\"https://www.pillpack.com/?utm_source=google&amp;utm_medium=cpc&amp;utm_campaign=%5BAL%5D%20-%20%5BBranded%5D%20-%20PillPack%20-%20Search&amp;utm_content=PillPack&amp;utm_term=pillpack&amp;asid=1000001&amp;c3api=0802,74786523739,pillpack,e&amp;gclid=CIzVhuHnn8sCFQYuaQodDaUIHg\" target=\"_blank\">PillPack</a>, the online pharmacy. Their descriptive name really reflects how easy they want to make the experience for people. The full-service pharmacy sorts your medication by day and time and puts it in a convenient on-the-go pack. Simplicity at its finest.\r\n\r\n<strong>Take the Alternate Route</strong>\r\nIt’s too often we hear people say, “there has to be a better a way.” Finding a doctor, getting referrals, understanding drug tiers, etc. There are many complexities when dealing with the system and people really value painless experiences (pun intended). The company <a href=\"https://betterdoctor.com/\" target=\"_blank\">BetterDoctor</a> is doing just that. With such a straightforward name, they can quickly and clearly communicate to people that they are here to help find and connect them to not just any old doctor, but a better doctor. By providing information on doctor’s education, experience and other patient’s reviews they increase transparency to help you make an easier decision. Taking a slightly different naming approach, the new health insurance company, <a href=\"https://www.hioscar.com/\" target=\"_blank\">Oscar</a>, seeks to reinvent the way we think about health insurance. Their minimalist, but inviting communication takes insurance to a more humanized level. By using the name of a person, they help people think they’re dealing not with a money-hungry company, but more like a friend that’s looking out for you. It’s a service you’d actually want to opt in to.\r\n\r\nAs you can see, we’re hearing a different tune in the healthcare industry. Smart, simplified solutions are exactly what people are asking for and they’re being delivered in a more refreshing and break-through manner. As the industry continues to innovate around consumer-driven expectations, we expect to keep seeing companies push into more emotional and creative communications that are a departure from what we’ve traditional seen in the landscape.\r\n\r\nPhoto courtesy of <a href=\"http://leadershiphq.com.au/10-tips-for-confident-leaders/\" target=\"_blank\">Leadership HQ</a>\r\n\r\n&nbsp;', 'In 2016, Healthcare Is All About Optimism', '', 'inherit', 'closed', 'closed', '', '1059-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 1059, 'http://cbx.cappendev.com/1059-revision-v1', 0, 'revision', '', 0),
(1298, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', '&nbsp;\r\nCBX is proud to sponsor the 100th lap of the 100th running of the Indianapolis 500.\r\n\r\nWho do you think will win?  Will Power?  (what a NAME!)\r\n\r\n#indy500 #100thlap #100x100', 'Indianapolis 500:  100th Running, 100th Lap', '', 'inherit', 'closed', 'closed', '', '1065-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 1065, 'http://cbx.cappendev.com/1065-revision-v1', 0, 'revision', '', 0),
(1299, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', '<a href=\"http://cbxblog.com/wp-content/uploads/2010/03/JasonH_Blog_Thumb_nb1-e1271797755263.jpg\"><img class=\"size-full wp-image-672\" title=\"JasonH_Blog_Thumb_nb\" src=\"/wp-content/uploads/2010/03/JasonH_Blog_Thumb_nb1-e1271797755263.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a> By Jason H.\n<a href=\"http://cbxblog.com/wp-content/uploads/2010/05/rear-window.jpg\"><img class=\"size-full wp-image-745\" title=\"rear window\" src=\"/wp-content/uploads/2010/05/rear-window.jpg\" alt=\"\" width=\"500\" height=\"300\" /></a>\n\nWe picked this up just now from Fast Company, <a href=\"http://www.rearwindowmedia.com/\">Rear Window Media</a>\n\nThis has to be one of the least intelligent uses of technology for generating awareness that we have ever seen.\n\nCan you imagine the litigation that will ensue from crashes caused by distracted drivers?  What\'s next, advertising on the rear view mirror?', 'Information Wide Load', '', 'inherit', 'closed', 'closed', '', '930-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 930, 'http://cbx.cappendev.com/930-revision-v1', 0, 'revision', '', 0),
(1300, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', 'It’s no secret that Nike is a marketing titan among the many sports brands that dot today’s competitive landscape. The activewear giant pioneered the idea of driving awareness through brand sponsorships by enlisting professional athletes to endorse its products. Romanian tennis player Ilie Nastase, track star Steve Prefontaine, basketball god Michael Jordan and golf great Tiger Woods all paved the way for Nike to become the international conglomerate it is today.\nFrom a brand perspective, introducing new products to the market is much easier and effective when you can hang your hat on a high-profile spokesman like LeBron James. But while that formula has proven successful for Nike, the brand hasn’t stopped there. It continues to innovate around the very sneakers, apparel and accessories these athletes use to compete and succeed at a high level, and has managed to stay on top by doing so.\n\nOver the years, Nike has strategically integrated specific proprietary technologies and created naming conventions that play a large role in establishing a unified portfolio architecture model and sustainable brand equities. If you visit nike.com, it’s easy to get lost in myriad styles, models and colors in the brand’s sneaker portfolio. But thanks to a smart and savvy research and development team, Nike has developed advanced products and subsequently coined sub-brands that convey athletic and technological superiority.\n<img class=\"alignleft  wp-image-6184\" title=\"Sub-branding2\" src=\"http://www.cbx.com/wp-content/uploads/2013/04/Sub-branding2.jpg\" alt=\"\" width=\"226\" height=\"156\" />\n\nThe first such example is the Nike “Air Max.” Introduced in 1987, the sneaker uses a large visible “air cushioning unit” at the heel for additional support. Since its inception, close to 50 different models have launched under the “Air Max” sub-brand. During the 25+ years of innovation, “Tube Air”, “Tuned Air” and “Total Air” have also emerged as iterations from Nike. The semantics behind “Air Max” is quite simple. Max is short for maximum, implying the greatest or highest amount possible to be attained. As a result, the consumer is buying into the notion that they are receiving the maximum amount of air in a sneaker. Either that, or the appearance of the shoe is just aesthetically pleasing to them. Regardless, the nomenclature is worth noting.\n\nNext up is the sub-brand that utilizes the word “Hyper.” Nike has really blown this one out of the park, incorporating apparel into the new innovation pipeline. Products include sneakers under the names “Hyperdunk,” “Hyperfuse,” “Hyperposite” and more. Clothing lines such as “Hyperwarm,” “Hypercool” and “Hyperstrong” can be purchased internationally for training and performance during extreme weather conditions. Hyper can be defined as “unusually energetic,” another word that feels on-brand for Nike given their athletic associations.\n\n<img class=\"wp-image-6186 alignright\" style=\"margin-bottom: -3px;\" title=\"Sub-branding4\" src=\"http://www.cbx.com/wp-content/uploads/2013/04/Sub-branding4.jpg\" alt=\"\" width=\"230\" height=\"150\" />\n\n“Lunar” foam is yet another technology created by Nike, and has now been integrated into the formerly Nike-owned company Cole Haan. According to Nike, “Lunar cushioning system comes in a \'bottomless\' carrier construction that delivers a lightweight, springy sensation and responsive yet soft shock absorption.” Does Nike believe it really feels like you are walking on the moon? Who knows, but they sure are comfortable. Models such as the LunarGrand Wingtip and Penny can be purchased on ColeHaan.com for a cool $248.\n\n<img class=\"alignleft  wp-image-6185\" style=\"margin-bottom: -3px;\" title=\"Sub-branding3\" src=\"http://www.cbx.com/wp-content/uploads/2013/04/Sub-branding3.jpg\" alt=\"\" width=\"227\" height=\"227\" />\n\nThe most recent technology to be unveiled – and at the 2012 Olympic Games, no less – was Nike Flyknit. The technology features “yarns and fabric variations that are precisely engineered only where they are needed for a featherweight, form fitting and virtually seamless upper.” In other words, Nike balances the fine line of using an efficient amount of materials that provide enough support for world-class athletes. Furthermore, the sneaker is so light it feels as if you are wearing a sock, all the while communicating the intricacies of a high quality knitting process. Given that they were worn by Olympians Michael Phelps and Serena Williams, the volt/neon-colored “Flyknit Trainer+” sneakers ate up a ton of publicity during the games.\n\nThese four sub-brands illustrate how important nomenclature is when developing a portfolio architecture system. Associating complex and advanced technologies with simple yet relevant model names allow consumers to identify each sub-brand with ease.  The difficult part of leading an industry is sustaining the established equities you have built to date. Nike does an amazing job at bridging the gap between launching new innovations and creating a consumer experience. They even merge these sub-brands with one another: Witness the Nike Lunar Flyknit Chukka (red) and the 2013 Air Max with Flyknit technology (pink).\n\nOther sub-brands include the Nike+ (activity points system based on movement), Pro Combat (Deflex foam to help you stay fast and explosive through impact), Dri-FIT (high performance, microfiber, polyester fabric that has the properties and build quality to wick sweat away), Nike Free (a revolutionary sole that lets your feet move naturally and ultimately perform better) and Nike Shox (four circular columns in a square formation to provide cushioning).\n\nBrilliant branding or a simple marketing tactic to get us to spend more money on sneakers, apparel and accessories?', 'Ingredient Sub-Branding', '', 'inherit', 'closed', 'closed', '', '983-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 983, 'http://cbx.cappendev.com/983-revision-v1', 0, 'revision', '', 0),
(1301, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', '<a href=\"http://cbxblog.com/wp-content/uploads/2010/01/LaurenL_blog_thumb_nb1-e1271782659529.jpg\"><img class=\"size-full wp-image-593\" title=\"LaurenL_blog_thumb_nb\" src=\"/wp-content/uploads/2010/01/LaurenL_blog_thumb_nb1-e1271782659529.jpg\" alt=\"By Lauren L.\" width=\"40\" height=\"40\" /></a> By Lauren L.<a href=\"http://cbxblog.com/wp-content/uploads/2010/01/LaurenL_blog_thumb_nb1-e1271782659529.jpg\"></a>\n<a href=\"http://cbxblog.com/wp-content/uploads/2010/10/sun-chips.jpg\"><img class=\"size-full wp-image-1614\" title=\"sun chips\" src=\"/wp-content/uploads/2010/10/sun-chips.jpg\" alt=\"\" width=\"450\" height=\"618\" /></a>\n\nEighteen months ago, Frito-Lay launched advertising and PR campaigns proudly touting their new compostable SunChips bags, and even wrote in big bold letters on their packaging, “World’s First 100% Compostable Chip Package.” At every turn, consumers were reminded that the package was 100% compostable.  But just last week, Frito-Lay announced that due to consumer complaints about the noise of the packaging, they would revert to the original packaging for five out of the six SunChips flavors.\n\nMy first reaction was to roll-my-eyes, sigh, and think, “Spineless SunChips, how can you let a few grumpy consumers force your hand? Who cares if they’re upset about the noise of the bag, they’ll get used to it. People don’t like change, but they’ll come around…”\n\nThen I did more research, reading consumer opinions from what I’ll call the environmental left, right and center…\n<p style=\"padding-left: 30px;\">• From the left: “<em>Because some people can\'t deal with a little noise, they\'re going back to polluting the planet that much more. Selfish.</em>”</p>\n<p style=\"padding-left: 30px;\">• From the right: “<em>Who consumer tested these bags? Im guessing 70-80% of people eat chips while watching TV. How are you supposed to do that when you can’t hear the TV? I bought a bag every week until they changed the bag, then my wife made me stop buying them because she couldn’t hear the TV.”</em></p>\n<p style=\"padding-left: 30px;\">• From the center: <em>“I told \'em the very first time I got them (before the official release) that I wouldn\'t buy a single bag like this ever again. And I haven\'t; my husband misses them but oh well. It\'s not worth it. I\'m pro-environment, and my family of 4 (including infant but not counting the pets) throws away less than 2 bags of trash a week; everything else is recycled, composted, reused, or just not used in the first place. But the SunChips bag was SO noisy it woke up my son. In another room. Down the hall and around a corner. NOT acceptable.”</em></p>\nAnd the facts…\n<p style=\"padding-left: 30px;\">• There is an active Facebook group with more than 44,000 friends named “Sorry But I Can’t Hear You Over This SunChips bag”.\n• SunChips sales have declined more than 11% over the past 52 weeks.\n• Frito-Lay moved one-third of its 32 plants to \"zero landfill\" last year—the rest will achieve that goal by the end of 2011 (all plants, not just SunChips).\n• These “zero landfill” plants use innovative practices such as solar energy, water recovery, food-scrap recycling, and stack heat recovery.\n• Over the past five years, Frito-Lay has eliminated 150 square miles of packaging by reducing the materials by 10%.</p>\nAnd now, I think of Frito-Lay as an innovative pioneer in sustainability. An 11% sales decline is a big deal – it’s not just a few grumpy people complaining– and   Frito Lay is not abandoning their effort altogether. As Frito-Lay spokesperson Aurora Gonzalez said, \"We are on a journey with compostable packaging… Frito-Lay is showing its commitment by sticking with the noisy but compostable packaging for the sixth flavor, its top-selling Original… We are applying what we have learned from this first generation to get to the next generation of environmentally-friendly packaging.”\n\nAnd while they haven’t marketed it as much as their compostable packaging, the fact that Frito-Lay is investing capital into green technology to change their production plants to “zero landfill” shows their dedication to sustainability. What are other mass CPG companies doing? A lot of companies talk about being “green” and wish for “innovation” but are not willing to make the effort. They’re all talk and no action. Not Frito Lay.\n\nInnovation, progress, never comes without pain, and those who are first to market will inevitably experience some bumps in the road, only to pave the way for future followers. We (Americans) will eventually have to change how much waste we create – it might not be in the next 10 years, or even in our lifetime, but we’re living longer and there is only so much land for landfills. I applaud Frito-Lay for thinking long-term, for taking the initiative and risk to lead positive change. Innovation, after all, is about living in beta. As Henry Ford said, “\"Failure is only the opportunity to begin again, only this time more wisely.”', 'Innovation ain’t easy (Just ask SunChips)', '', 'inherit', 'closed', 'closed', '', '855-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 855, 'http://cbx.cappendev.com/855-revision-v1', 0, 'revision', '', 0),
(1302, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', '<a href=\"http://cbxblog.com/wp-content/uploads/2010/07/Karen-Smith-blog1-e1278536954548.jpg\"><img class=\"size-full wp-image-1125\" title=\"Karen Smith blog\" src=\"/wp-content/uploads/2010/07/Karen-Smith-blog1-e1278536954548.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a><p style=\"text-align: left;\"><img class=\"size-full wp-image-2476\" title=\"dudethinking\" src=\"/wp-content/uploads/2011/02/dudethinking.jpg\" alt=\"\" width=\"481\" height=\"326\" /></p>\r\nMuch has been written about innovation at places like Apple and 3M. We love companies like these who live and breathe innovative cultures, making it a part of their core identity. Sure, Apple has Jobs and a cadre of uber-techies, while <a href=\"http://www.fastcodesign.com/1663137/how-3m-gave-everyone-days-off-and-created-an-innovation-dynamo\" target=\"_blank\">3M has an almost 40-year legacy of allowing employees to dedicate 15% of their time to side projects</a>. Theirs are corporate values that are challenging to replicate yet viable to use as a model.\r\n\r\nThere’s a fundamental dilemma with innovation. Companies crave it for the new consumers, categories and channels it can open up,  but also revert to the basics when trying to improve the numbers— cutting costs, improving efficiency, directing resources to the traditional revenue streams. This problem becomes even more pronounced when companies remain traditionally operations or sales-focused because basing their business decisions proactively in consumer insights isn’t second nature.\r\n\r\nWhen taking risks that involve the resistant steps toward innovation, many companies are looking for assurances that their investment will pay off. Though a reasonable concern, it can stifle true innovation through “analysis paralysis” and attempts to put real numbers against conceptual ideas.\r\n\r\nBut even if companies aren’t ready to take the business and cultural steps necessary to foster innovative environments, they can take a page from the playbooks of the leaders.\r\n\r\nTake Apple. Steve has a personal hand in every new product that Apple launches, and when things don’t soar (like Apple TV), the company moves on. Does it make sense for the average corporation to have one person managing these decisions? Perhaps not. But what companies can do is introduce a “board of innovators” or decision makers who can act as de facto venture cap financers: Make a convincing pitch and win the prize of committed resources. By having leaders in place to make these decisions, particularly, cross-functional leaders, there are assurances that innovation is being resourced with the full knowledge of management, which in turn helps move projects along with fewer barriers. In addition, an internal venture-cap model can help establish a set criteria that projects need to meet in order to be considered for funding and resourcing.\r\n\r\nIn the case of 3M, they’ve had a successful strategy of allowing employees to devote 15% of their time to outside projects since the mid 1970’s. The beauty of this policy is that employees get to see its real results. Every year, 3M sponsors a school-style science fair, where employees make posters that explain their ideas and present them to the company. This offers opportunities for inventors to not only get input and build on their ideas, but also for the company to demonstrate their commitment to the program.\r\n\r\nBut dedicating 15% of time is easier said than done. There are sales meetings to prepare for, management presentations to make, P&amp;Ls to run—it’s often not practical to dedicate this much time on a disciplined basis.  What companies can do is allow employees who have great ideas to ask for the time to develop them, like a kind of “working vacation.” Make it culturally acceptable to pursue ideas outside of the usual objectives, and create rewards for people who do, whether their ideas are successful or not. By demonstrating a simple commitment to fostering new ideas, companies can be a more fertile ground for innovation.\r\n\r\nIt\'s the steady state of dedication, and by walking the walk, companies can build a real culture of innovation.', 'Innovation Conundrum', '', 'inherit', 'closed', 'closed', '', '870-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 870, 'http://cbx.cappendev.com/870-revision-v1', 0, 'revision', '', 0),
(1303, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', 'Well, it’s over. The most wonderful faux-holiday of the year, National Donut Day, has come to a delicious close. Now that the powdered sugar has settled, let’s take a moment to loosen our belts and reflect on the biggest triumph of this faux-holiday season, the cronut. Part donut, part croissant, all kinds of crazy delicious, the cronut not only stirred all of NYC into a gluttonous frenzy, it also stirred up quite a bit of controversy.  May we present to you the cautionary tale of the cronut, with two valuable lessons brands should know when it comes to defending trademarks and intellectual property? </br><strong>Lesson 1: </strong>Being first to market is a blessing and a curse</br>\nThere’s a lot of debate on who was first to market with the cronut. Most media outlets covering Cronut Watch 2013 attribute the innovation to Dominique Ansel, a humble bakery in Greenwich Village. However, Najat Kaanache, chef at Private Social restaurant in Dallas, Texas, has recently taken to twitter to stake her claim as the true inventor of the cronut. While that social media debate rages, there’s the emergence of the knock-off versions calling themselves doissants, crowbars, or even fauxnuts, all trying to prove that a cronut by any other name can be just as sweet. All of this controversy proves that it’s not only a blessing to be first to market, but it’s also kind of a curse. </br>\nFirst-to-market innovators bear the responsibility for educating consumers. Which is what makes descriptive names like “cronut” so appealing; they help clarify what the heck this flaky fried concoction really is without a lot of additional education. The problem is that these names quickly become generic, and people start using them to describe the category rather than a specific brand. </br>\nLet’s think back to the SillyBand craze that captured our imagination a couple of years ago. “Silly bands” is the descriptor we all use to describe those colorful, adorably shaped rubber bands, but “SillyBand” is also a trademark. While the trademark may force other brands to call themselves FunBand or CrazyBand, it doesn’t force consumers not to call them “silly bands.” And that’s how it happens, the gradual process whereby brands lose their trademarks. It’s a process called “genericide,” where a term no longer stands for a brand but for the category at large. And trademark law is clear—no one can own a generic term. If consumers use a company’s trademarks descriptively for too long, they’ll lose the right to carry the trademark at all. Zipper, Aspirin, Kerosene, Escalator are all victims of genericide. And it looks like the cronut is well on its way to meeting a similar fate. </br>\nFirst-to-market brands that successfully avoid genericide do one expensive but worthwhile task —they invest in two names, not just one. They create an industry category descriptor and a brand name, and continuously message to consumers that they are very different things. At launch, Tivo invested as much in the DVR category name as it did in its own brand name. Same with Intel and microprocessor; Google with search engine; RollerBlade with the in-line skate. It’s a headache, but them’s the breaks when it comes to being first to market. </br>\n<strong>Lesson 2: </strong>A trademark is not a patent</br>\nAnd finally, to close out the conversation on cronuts and branding best practices, let’s offer a quick point of clarification. A trademark is not a patent. While they live in the same intellectual property world, they offer two different kinds of protection. A patent will prevent other brands from making the same product. In the case of a cronut, it would prevent other brands from making any donut-meets-croissant hybrid at all. A trademark will prevent other brands from using the same name for their product. In the case of a cronut, that’s why we see the emergence of doissants and fauxnuts, because Dominique Ansel’s innovation is protected by a trademark, not a patent. That said, patents are very hard to get, and it may be the case that the cronut doesn’t qualify for one. But for any innovation that does qualify, it’s always a good idea to seek trademark and patent protection. </br>\nIn the meantime, the countdown to the next National Donut Day begins (for those counting we have a little under 360 more days to go). ', 'Innovation hurts, donut?', '', 'inherit', 'closed', 'closed', '', '991-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 991, 'http://cbx.cappendev.com/991-revision-v1', 0, 'revision', '', 0),
(1304, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', '<a href=\"http://www.cbx.com/wp-content/uploads/2012/05/Josh_web.jpg\"><img class=\"alignnone  wp-image-4835\" title=\"Josh_web\" src=\"http://www.cbx.com/wp-content/uploads/2012/05/Josh_web.jpg\" alt=\"\" width=\"60\" height=\"60\" /></a>\r\n<img class=\"size-full wp-image-4365 alignnone\" title=\"Josh1\" src=\"/wp-content/uploads/2012/05/Josh11.jpg\" alt=\"\" width=\"225\" height=\"225\" /><img class=\"alignnone size-full wp-image-4370\" title=\"Josh3\" src=\"/wp-content/uploads/2012/05/Josh31.jpg\" alt=\"\" width=\"225\" height=\"225\" />\r\n\r\nThe $1B acquisition of Instagram by Facebook a few weeks ago is testament to how valuable digital space is in the 21st century. Brands of all different natures are jockeying for additional awareness across a multitude of social networks. 50 million users have downloaded Instagram, for free – and that’s not stopping anytime soon, gaining approximately five million more users per week. Like Facebook, Twitter and Pinterest, Instagram has become a creative vehicle for communication and interaction, globally.\r\n\r\n<img class=\"size-full wp-image-4354 alignleft\" title=\"Josh2\" src=\"/wp-content/uploads/2012/05/Josh2.jpg\" alt=\"\" width=\"193\" height=\"289\" />Everyone from Kim Kardashian to Cole Haan to the Boston Celtics have Instagram accounts. I recently attended a concert series called Cosmic Opera that ran a contest in which Instagram users who tagged #CosmicOpera and posted theatrically dressed photos of themselves at the show could win tickets to future concerts. And thanks to the application, I can wake up on Monday morning knowing that electronic music artist Skrillex ate mashed potatoes and asparagus on his tour bus in Dublin at three AM, then smoked a cigarette.\r\n\r\nAll this begs the question: Does having an identity (like Skrillex or Cosmic Opera or even Joshua Books) in the digital space make you a “brand,” and are your Facebook, Twitter, Tumblr, Instagram, Pinterest, and LinkedIn accounts extensions of your master umbrella-brand?\r\n\r\nI believe the answer is, yes.\r\n\r\nUploading an image to Instagram freezes time. Using a hashtag connects your story to your brands in the digital space. In a sense, we are transcending the way traditional marketing has operated. Sharing these photographs makes the brands and the stories we tell real, relevant, and current.\r\n\r\n<img class=\"alignright size-full wp-image-4368\" title=\"JoshMainpic\" src=\"/wp-content/uploads/2012/05/JoshMainpic1.jpg\" alt=\"\" width=\"194\" height=\"277\" />After using Instagram extensively for six months, I have built up a portfolio of over 400 photos and 150 followers, half of whom I don’t even know. Although these users do not pay to witness my above-average-iPhone-4S-camera-skills, they are investing their own time to follow me and include my photographs on their Instagram “timeline.”\r\n\r\nFor their viewing pleasure, they have essentially bought my brand.\r\n\r\nWhich leads me to another question: If we really all are brands, who are we selling ourselves to? Friends? Family? Popular Culture? Employers? Mark Zuckerberg? Or are we just channeling our creative curiosities that Instagram has helped us discover?\r\n\r\nFeel free to discuss amongst yourselves (and your Instagram, Twitter, Facebook, Tumblr, Pinterest, and LinkedIn followers). And by the way, the W Hotel is holding the first ever <a href=\"http://www.huffingtonpost.com/2012/05/01/instagram-spotlight_n_1464457.html\" target=\"_blank\">NYC Instagram Exhibtion</a> this month.', 'Instagram or Instabrand?', '', 'inherit', 'closed', 'closed', '', '918-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 918, 'http://cbx.cappendev.com/918-revision-v1', 0, 'revision', '', 0),
(1305, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', 'At CBX, we create brand experiences designed for cultural and commercial impact. What does this mean in our ever-changing landscape of evolving business, technologies and consumer interests? On a daily basis, we’ll continue to investigate and explore this notion through the brands and leaders we both work with and are inspired by. In a more straightforward and IRL experience, we decided to dig further into this via our first event series, <strong>#StraightTalk.</strong>\r\nPlain and simple, we see #StraightTalk as an opportunity to connect with disruptors and provocateurs in their industries to converse on all topics relating to business, culture and commerce. #StraightTalk is our way of facilitating an exchange of ideas from people spanning the spectrum of industry. We will be experimenting with different formats, video content and unexpected guests along the way. We don’t necessarily know where the road is headed but we promise, we’ll keep the talk straight and everything else crooked as hell.\r\n\r\n<strong># 1: The Catch 22 of Big </strong>\r\n\r\nIn <a href=\"https://www.cbinsights.com/reports/CB-Insights_Dining-on-Disruption-Webinar.pdf\" target=\"_blank\" rel=\"noopener\">a recent study from CB Insights</a>, global food and beverage funding since 2012 has added up to $5.9 billion across 1300 deals. Take a look around your grocery store and you’ll see hundreds of new brands with about $2 billion in fresh funding that didn’t exist 5-10 years ago. Unicorns like Sabra are on their way to $1 billion dollars in revenue while Chobani, heading towards a cooler $2 billion, is barely a decade old and currently sitting as the top yogurt company in the US. Retail channels like Trader Joe’s, Lidl and Aldi continue to disrupt the traditional supermarket and grocer category while eye-raising mergers and acquisitions such as the recent Amazon and Whole Foods deal promise to profoundly impact brand and consumer behavior and expectations.\r\n\r\nAs an agency that has worked with brands, big and small, up and down the shelf and aisle, we couldn’t help but wonder how these radical changes are affecting them. Whether you’re a legacy brand looking to evolve or a start-up looking to scale, the new landscape of seemingly limitless choices, new shopping platforms, and endless competitors encroaching your product and category territory, the old ways of maintaining and growing your companies are being challenged at every turn.\r\n\r\nIn our first #StraightTalk, we invited one of leading purveyors of the healthy snacking movement, Noha Waibsnaider, founder of <a href=\"http://peeledsnacks.com/\" target=\"_blank\" rel=\"noopener\">Peeled Snacks</a> for a conversation with her old friends, CBX’s CMO Dustin Longstreth to discuss their perspectives from opposite vantage points and answer: <em>In the world of food, how do you think small when you’re big…and how do you go big when you’re small?</em>\r\n<p style=\"text-align: center;\"><strong>Dustin: \"There is a paradox happening, big brands having to act small because small competitors are fiercely coming after them. It’s death by a thousand cuts.\"</strong></p>\r\nThe conversation kicked off with Noha addressing her pre-Peeled days. Prior to starting her company, she worked at a conglomerate that made products across categories. Interestingly, she mentioned interacting with food scientists in a lab that stated, in reference to the “foods” they were creating, that they “wouldn’t eat this stuff.” While at its inception, these “foods” might have been quality products, as each year progressed, engineering them to be more cost-effective was the recurring pattern with increasingly less consideration towards quality. Her experiences led to her lightbulb of an idea to create healthy, natural and importantly, real snacks.\r\n<blockquote>\r\n<p style=\"text-align: center;\"><strong>Noha: “When I started Peeled Snacks, people didn’t understand what I was saying. For instance, they didn’t know there was a difference between added sugar versus real sugar from fruit.”</strong></p>\r\n</blockquote>\r\nWhen she introduced Peeled Snacks back in 2005, it was just the beginning of more health-conscious eating attitudes. We forget that not long ago, items like Cheez Whiz where routinely featured at the forefront of the supermarket. While we believe this might have to do with <a href=\"https://www.cnbc.com/2017/06/15/millennials-like-small-food-companies-but-big-brands-arent-dead--yet.html\" target=\"_blank\" rel=\"noopener\">a certain generation</a> (and their mindset when it comes to brand values and money spent towards experiences,), both Dustin and Noha agreed the uptick in higher quality products was clearly reflective of the shift in consumers desiring more socially-conscious and purpose-driven brands. And bigger food conglomerates acted, and are continuing to act accordingly.\r\n\r\nBeloved “small” brands we’ve come to know and love such as <a href=\"https://www.kindsnacks.com/\" target=\"_blank\" rel=\"noopener\">Kind Snacks</a> and <a href=\"http://www.annies.com/\" target=\"_blank\" rel=\"noopener\">Annie’s</a> are no longer independently owned. The rise of these acquisitions are due to these companies understanding the shift and realizing their abilities to leverage their infrastructure to support these growing companies. Noha stated for a company like Peeled, which is still independently owned, that this is exciting for her as bigger budgets, operational capabilities and people are dedicating themselves to scoping out companies like hers. She maintains that savvier consumers nowadays demand trust from brands they consume which may be harder to cultivate from the ground up with bigger brands. The key with seeking out a smaller brand to align with is commonly shared roots and values that the consumer will then feel comes from a more authentic place.\r\n\r\nHowever, when a small company goes “big,” what happens to the culture? Dustin raised this issue as this is often a challenge CBX tackles for many of the brands we work with- how to maintain a bespoke culture while scaling. From the perspective of a smaller company, Noha was adamant that a successful company needed a mission aligned and driven purpose her employees understood and got behind. She brought up Peeled’s unique offer of additionally compensating her employees with stock options, as she truly wanted people to literally, feel part of the company.\r\n\r\nThe pattern of conversation seemed to follow that as companies grew, their behavior needed to harken that of much smaller, agile and employee-conscious brands, leading Dustin to ask, “Is the era of mega brands over?’ Our observation on the numerous grocer brands we work with, is that we’ve noticed the growing power of those brands at the perimeter of the stores, less so the center. The prevailing mentality of the consumer is the desire to <em>discover</em> within the store, or as Dustin put it, “Help <em>me</em> find <em>you</em>.” Because of this new mindset, the competition amongst both big and small brands to stand out on shelf and connect with the consumer is much more fierce. For a brand like Peeled, Noha stated that maintaining differentiation through a consistent stream of conversation with their consumers, specifically through digital channels like social media allows them to remain competitive.\r\n\r\nThe conversation wrapped with a Q&amp;A session with audience members for Noha:\r\n\r\n<em><strong>Q: As a smaller brand without a lot of capital, what drives your decision-making?</strong></em>\r\n\r\nNoha: It has to be more qualitative than quantitative. As a smaller company, we don’t have the time to do long drawn out studies, layers of committee or board members to go through or as much money for R&amp;D. We behave more agile for instance, innovating around what we discover at trade shows or teaming up with an array of partners.\r\n\r\n<em><strong>Q: Trends such as kale and charcoal have usurped the market lately. Do you believe consumers or brands are dictating this?</strong></em>\r\n\r\nNoha: Brands have some of the power but not all of it. I learned early that that brands alone can’t change the conversation, it requires many and much bigger parties. Peeled was one of the first brands to put “No added sugar” as a call out on our labels but everything didn’t change because of us. That involved government intervention about educating consumers on what this meant; additionally, doctors, nutritionists, retailers also had to get on board. Power comes in numbers and when many brands get together to try to make a change, grocers listen. Its less about a sole product but more “portfolio” based thinking. We’ve come to understand the importance of having really strong competitors because strong players make a strong impression and you can make a bigger impact when you’re not just a product, but also a category.\r\n\r\nThe importance of <strong>product</strong> differentiation, <strong>brand</strong> equity, and a strong business <strong>culture</strong> were the key takeaways of the night. A steadfast conviction in your unique product offer, and maintaining its integrity and quality as your company grows is a non-negotiatible –especially at a time when competition is so fierce. Ensuring your brand value is clear, both internally and externally, is integral; a company needs to focus on being purpose-driven so its activities aren’t dictated by fleeting trends or shaky markets but instead continually contribute towards what the company wants to stand for. To do this, it must create an infrastructure where a strong culture is cultivated with its talent truly understanding and feeling part of the company’s growth and well-being. Whether it be offering stock options like Peeled or creating other ways for employees to feel invested in the company, the old ways of employee engagement and interaction are no longer relevant especially as younger generations increasingly crave values from their employers similar to their own.\r\n\r\n&nbsp;', 'Introducing #StraightTalk', '', 'inherit', 'closed', 'closed', '', '1085-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 1085, 'http://cbx.cappendev.com/1085-revision-v1', 0, 'revision', '', 0),
(1306, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', '<a href=\"http://cbxblog.com/wp-content/uploads/2010/03/JasonH_Blog_Thumb_nb1-e1271797755263.jpg\"><img class=\"size-full wp-image-672\" title=\"JasonH_Blog_Thumb_nb\" src=\"/wp-content/uploads/2010/03/JasonH_Blog_Thumb_nb1-e1271797755263.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a> By Jason H.\n<img class=\"size-full wp-image-499\" title=\"ipad-cart\" src=\"/wp-content/uploads/2010/04/ipad-cart.jpg\" alt=\"\" width=\"447\" height=\"333\" />\n\nFull disclosure: I don’t get the iPad.  I am an early adopter, tech-savvy creative type who used to worship exclusively at the <a href=\"http://www.apple.com/\">Altar of Jobs</a> AND does not froth at the mouth like so many of my ilk.  I won’t go into it here, but I am pretty much in line with Jeff Jarvis’ <a href=\"http://bit.ly/bKkuG6\">blog entry</a> on the subject.\n\nAs someone who spends his day thinking about retail and brands though, I am fascinated.  All my colleagues in media saw the (obvious) opportunities for them and had one pre-launch.  But I think there is an opportunity here for those of us who build brands and ask people to shop in our stores.  As brand creators and marketers, it’s our job to tell a story that drives awareness and creates engagement.  Check—no new news there.  Assuming the iPad (AND <a href=\"http://www.engadget.com/2010/01/06/the-hp-slate/\">HP Slate</a> AND <a href=\"http://gizmodo.com/5514989/google-preparing-ipad-rival\">Google Tablet</a>) are harbingers of a sea change in how we consume media and interact with the world, we have a clear need to be on that platform in full force.\n\nThese 1st gen devices signal the arrival of “Interactive TV.”  No longer an elusive chimera tethered to a remote, the multi-touch tablet revolution will allow us to interact with content in a way that TV producers have pitched, since I had a <a href=\"http://en.wikipedia.org/wiki/Newton_%28platform%29\">Newton</a>, but have never been able to fulfill.  What shoes is Serena wearing?  Tap them, find out and get three options to buy them.  What else happens in the Biggest Loser house when I am not watching (carry it with you 24/7 to know and learn more about their sponsors).  It’s like the promise of the web with a natural input device (your fingers) and extreme portability to boot.\n\nIt gets even more fun in-store as the ultimate retail tool (especially when the cheaper version with a camera comes out in the spring).  Put it on a stand and it’s interactive signage.  Attach it to a cart and it’s a navigation and promotion aid.  Hand it to a salesperson and they can show you all the different styles, check inventory, show you how it would look on you (need the camera though, right?) and check you out.  It makes even bricks and mortar retail personal, customizable and interactive.  It’s a consumption device today, and as a computer geek, it bums me out.  But as humanity ultimately asserts itself, let’s all look out for how it can make our commercial experiences in the real world more personal and more fun.', 'iPad Bites Man', '', 'inherit', 'closed', 'closed', '', '927-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 927, 'http://cbx.cappendev.com/927-revision-v1', 0, 'revision', '', 0),
(1307, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', 'Marvel’s new Iron Man will be called…Ironheart. Well done, Marvel. You could have taken the well-worn and clichéd path for naming female superheroes by calling Riri, the new female hero wearing the iron suit, Iron Woman or Iron Maiden. And while my heavy metal heart may secretly yearn to see Iron Man (a well known Black Sabbath song) together with a hard rocking reference like Iron Maiden, Ironheart bounds over old-fashioned naming conventions and soars into the future.\r\nIronheart is a name that focuses on the history and soul of the franchise over gender—after all, Tony Stark first put on the iron suit to save his heart and Marvel indicates that Riri will also put it on for not-yet-disclosed heart-related reasons. A gender-neutral name like Ironheart says, this is a superhero. A gendered name like IronWoman would say, this a girl superhero. The implication being this is a franchise designed for a female audience only. By avoiding un-necessarily gendered naming, Marvel signals to a new generation of boys and girls that we can all look up to female superheroes.\r\n\r\nNow if only other brands would take Marvel’s cue. Ahem, I’m looking at you Bic Pens for Her and Forbes Woman.', 'Ironheart: Vanquisher of Pointlessly Gendered Names', '', 'inherit', 'closed', 'closed', '', '1067-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 1067, 'http://cbx.cappendev.com/1067-revision-v1', 0, 'revision', '', 0);
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(1308, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', 'I\'ve recently become all-too familiar with Kickstarter since the recent launch of my boyfriend’s campaign for his brand, <a href=\"https://www.kickstarter.com/projects/anglero/the-dream-hoodie\" target=\"_blank\">The Dream Hoodie</a>. His goal was to raise enough funds (using a flagship product) to incorporate the company, develop more product samples and get a website up and running.\r\nTo the untrained observer, the process seems pretty simple: make a video, fill out some information about your project and share the living daylights out of the campaign (with every human you\'ve ever interacted with… since your pre-school teacher). Because I wanted to be a good boyfriend, not to mention the fact that  I make my living as a marketer, I became his Kickstarter partner-in-crime.\r\n\r\nWe did a lot of research on what makes a successful crowdfunding campaign and learned a lot along the way. Here are my key takeaways:\r\n\r\n<strong>1. You aren\'t just launching a product, you’re launching a brand:</strong>\r\nOn Kickstarter, you need to create a video and a website. After an initial first crack at writing copy, we realized that in order to succeed, we needed to take a step backwards and figure out our purpose – what was our reason for existing in peoples’ lives? Technically, we were just selling a product but in reality, also introducing a new brand. We realized that while some people would give just because they liked us, more of our network needed a real reason to believe. Our true task was to first create a brand, then sell the product.\r\n\r\nOnce the brand foundation was set, we were able to start developing copy for the website, a script for the video and supporting imagery for online communication.\r\n\r\n<strong>2. You must do a LOT of planning before launching a campaign:</strong>\r\nWe\'ve all heard about the $1 million+ campaigns. Recently, for example, crowdfunders donated a million bucks to get LeVar Burton back on TV doing “Reading Rainbow” (a personal childhood favorite). But most of these high-dollar campaigns have something else going on. “Reading Rainbow” was a success because it made people nostalgic for their childhoods (and had a huge celebrity endorser).\r\n\r\nIt’s a different ball game if you are just a regular person trying to start a personal campaign because you have to appeal to a new and wide audience. It\'s true that the people you know will make up the bulk of your pledges, but you must do some serious legwork if you want to be successful. We found that having a PR strategy BEFORE launching the campaign was an incredibly useful tool. My advice: have a press release ready to go, and line up bloggers and news contacts to be prepared for the campaign’s launch. And again, you have got to be clear on what your brand is all about and why consumers should care about it, ahead of the launch.\r\n\r\n<strong>3. Prepare yourself for a new, full-time job:</strong>\r\nNot only does it take a boatload of time to prepare for the launch, but once you launch, it becomes your life. You are a human, social media-and email-marketing-5 texts-a-minute machine. People will be constantly asking questions and you have to respond in real time.\r\n\r\nThe bottom line is that it takes more work than you would think to launch and successfully fund a Kickstarter campaign. It is essential that you start by developing more than just a product but a brand idea, and have clearly defined why it should exist in people’s lives. Be prepared to use a language and tone online and in-person communications that are consistent with the brand message you are trying to convey. Have the time and resources set aside to properly handle the set-up and preparation time, along with the active pledge period.\r\n\r\nI\'m proud to say we did get funded in the end, and that the total funds came in just hours before the pledge period was over. After that, my boyfriend and I definitely needed the Dream Hoodie to relax and escape (and about a gallon of vodka).', 'Is it really that easy to raise money on Kickstarter?', '', 'inherit', 'closed', 'closed', '', '1018-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 1018, 'http://cbx.cappendev.com/1018-revision-v1', 0, 'revision', '', 0),
(1309, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', 'SoulCycle, Reebok, Equinox… Oh, My!\r\nSo New Year’s came and went—as did our resolutions. I think we can all begrudgingly confess to having put more gym time on our lists. It’s the redheaded stepchild of all resolutions. Most loathe the thought of including it but feel obligated to anyway. Yet, year after year, while resolutions have stayed the same, the gyms have changed.\r\n\r\nIn New York City—a place once synonymous with prohibition, Studio 54, Times Square strip clubs and overall indulgence—gyms were a rarity. Today, they’re no longer just for the fitness obsessed. They say more about us than Facebook, LinkedIn or OkCupid.\r\n\r\nChoosing a gym is about as personal as choosing a doctor or church. No longer just an experiential brand, gyms have become your personal brand. They shape how you wake up in the morning and how you go to bed at night. You loathe it. You love it. You pay your dues. And you keep coming back.\r\n\r\nWhen I first moved to NYC as a naïve, spirited and broke college grad, I envied those who held the magical card that granted them access through the glamorous entryways of Equinox, Health &amp; Racquet, Reebok Club and Soho House. My options, however, based solely on price, were limited to New York Sports Club (which was still a stretch), Crunch, and Boom. And naïve, I was—opting for a yearlong membership to New York Sports Club.\r\n\r\nYears later, due to stubborn loyalty, I’m still a member. It might be because New York Sports Club is the Starbucks of all gyms—I can’t go 10 blocks without one at my disposal. Or, maybe I feel like I’ve devoted too much of my time to the brand to give it up. Whatever the reason, my loyalty today is more questionable than ever. Boutique gyms are popping up everywhere. And not just their retail spaces but their cult-like followings, stylish apparel and social prestige.\r\n\r\nSoul Cycle, with its exclusive classes, bags, t-shirts, and general coolness, and CrossFit, with its warehouse-style, invite-only hardcore sessions, are two of many. Even Lululemon, which has in-store classes, pop-up sessions, and their  ‘Shit Yogis Say’ YouTube channel, is giving me second thoughts on my blind devotion. Yes, I may just want to be a yogi, but is it too late?\r\n\r\nWhat’s clear at NYSC is their lack of tribe. Rarely do I meet someone gushing about the gym or wearing branded apparel. NYSC doesn’t seem to get that gyms are no longer just a place to sweat—they’re now a social venue, as shown by Equinox’s cafes and Crunch’s quirky dance classes. Reebok, once exclusively a sneaker and apparel brand, now stands for NYC gym exclusivity and <a href=\"http://reebok.sportsclubla.com/services\" target=\"_blank\">offers use of its unique Paul Labrecque Salon &amp; Spa</a>. Even less pricey gyms like Planet Fitness understand the “new gym normal.” Its rec<a href=\"http://www.nytimes.com/2013/01/03/business/media/planet-fitness-sheds-aspirational-approach.html?_r=0\" target=\"_blank\">ent ad campaign mocks fitness crazed folk</a> and totes its “judgment-free zone.”\r\n\r\nSo, what does this mean for us? Whether spinning, lifting tires, pole dancing or yoga is your thing, there’s a gym for you. But remember, choose wisely.', 'It’s a jungle gym out there', '', 'inherit', 'closed', 'closed', '', '964-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 964, 'http://cbx.cappendev.com/964-revision-v1', 0, 'revision', '', 0),
(1310, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', '<img class=\"size-full wp-image-678\" title=\"Christina Papale_Blog_Thumb_nb\" src=\"/wp-content/uploads/2010/04/Christina-Papale_Blog_Thumb_nb1-e1271798258107.jpg\" alt=\"\" width=\"40\" height=\"40\" /> By Christina P.\n<img class=\"size-full wp-image-577\" title=\"JCrewarticle pict\" src=\"/wp-content/uploads/2010/04/JCrewarticle-pict.jpg\" alt=\"\" width=\"500\" height=\"300\" />\n\nTimex® … Redwing® … Levi’s® … quintessentially American brands that in their current state fall within a spectrum of relevancy.  They all have the polish (or valuable tarnish) that age gives them.  And J.CREW is banking on it with a co-branding strategy that rehashes classic items—hence, brands—nearly from the dead to pepper its own brand with a skewed, vintage authenticity that actually (gulp) works.\n\nJ.CREW may not own 100 years of brand cache or iconic pieces built into the American lexicon, but they know their audience well.  By exclusively reissuing classic apparel and accessories from here and across the pond—hello Belstaff® and Baracuta®—J.CREW is post-modernly celebrating the borrow with a bizarrely fresh “In Good Company” collection.\n\nMaybe you’ll fall in love with the reissued pieces, or maybe you’ll fall for J.CREW’s oddly charming and transparent brand honesty.  There’s never been a more authentic approach at something so completely inauthentic.', 'J. CREW says it&#039;s the company you keep', '', 'inherit', 'closed', 'closed', '', '926-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 926, 'http://cbx.cappendev.com/926-revision-v1', 0, 'revision', '', 0),
(1311, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', '<p style=\"text-align: left;\"><a href=\"http://cbxblog.com/wp-content/uploads/2010/03/lucienv2.jpg\"><img class=\"size-full wp-image-727\" title=\"lucienv2\" src=\"/wp-content/uploads/2010/03/lucienv2.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a> By Lucien E.</p><p style=\"text-align: center;\"><img class=\"size-full wp-image-254\" title=\"JambaMenu\" src=\"/wp-content/uploads/2010/03/JambaMenu.jpg\" alt=\"\" width=\"450\" height=\"121\" /></p>\nWell, I certainly didn’t expect this. There is a line out the door.\n\nI can tell upon approach that the store is quite small in size but there are about 10 people waiting outside? on the street? for Jamba Juice? It’s 52 degrees right now! I’m a little taken aback. This particular location is right in the heart of white collar Midtown Manhattan, so everywhere you look guys in drab poorly fitting suits and women in unimaginative careerwear are flitting about with impressive speed and steely resolve. We are squarely within the confines of the lunch hour. So this quantity, this surfeit of people might be a little deceptive. I make a note to come back later in the afternoon.\n\nAfter a few minutes, I finally make it inside the door and take in the Jamba Juice story in all its finery. First impressions: not impressed. Orange is the base color for everything, but it’s the shade of orange you’re more likely to see in a penitentiary, on actual prisoners. The guts of the operation i.e. the juicers and raw materials, as well as the cleaning supplies are out in the open for everyone to see. It is cramped in here. And it is loud. The juicers are going at aircraft carrier volume. The staff are moving at a mildly frenzied pace.\n\nThere are, suprisingly, more men than women in line currently. 2 to 1 ratio at least. The menu is, well. vast. And very confusingly laid out. It’s an elaborate task trying to pick out individual items from the board, I order a ‘Pomegranate Pick-me-up.’ Mostly because its the longest flavor name in the ‘Jamba Classics’ section and stands out the most. I don’t even like Pomegranate. I get to add a ‘boost’ to my chosen smoothie. The free ones are pretty standard: calcium, daily vitamin, immunity, energy. The ones that warrant a 50 cent premium include the decidely virile ‘weight burner’  and ‘3G Charger’ super boost. I choose the ‘Heart Happy’ boost, because really who wants an unhappy heart? Unlucky-in-love Jennifer Aniston should add ‘Heart Happy’ boosts in everything she eats. It really couldn’t hurt.\n\nAs I walk out I notice the line outside has gotten bigger. The smoothie is pretty good.\n\n<span style=\"color: #ff6600;\"><em>Have you got a Jamba story to tell? Please share them with us by posting a comment.</em></span>\n\n<ins datetime=\"2010-03-23T18:59:15+00:00\"></ins>', 'Jamba Juice 1st Day', '', 'inherit', 'closed', 'closed', '', '837-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 837, 'http://cbx.cappendev.com/837-revision-v1', 0, 'revision', '', 0),
(1312, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', '<p style=\"text-align: left;\"><a href=\"http://cbxblog.com/wp-content/uploads/2010/03/lucienv2.jpg\"><img class=\"size-full wp-image-727\" title=\"lucienv2\" src=\"/wp-content/uploads/2010/03/lucienv2.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a> By Lucien E.</p><p style=\"text-align: center;\"><img class=\"size-full wp-image-324\" title=\"Jamba_Razzmatazz2\" src=\"/wp-content/uploads/2010/03/Jamba_Razzmatazz.jpg\" alt=\"\" width=\"500\" height=\"350\" /></p>\nThere are only two customers in front of me this afternoon. One of them is a personal trainer type. You can always tell by the bald head and the fancy sneakers. And the t-shirt that says ‘trainer’ on it. This particular gentleman even had a Jamba loyalty card.\n\nSince its not so busy at this hour, I have time to really study the menu. And it...it is just too much. There’s too much stuff on there. The Jamba Juice menu as it stands today a RIOT of words and rubrics and product descriptions and flavors and calorie information and promotional deals and fonts. Unless you have a regular smoothie you always get, you are guaranteed to spend a solid 3-4 minutes taking in all this in order to having the slightest hope of making an informed and deliciously refreshing decision. The staff while unfailingly polite are not particularly fluent in the Jamba Juice vocabulary either i.e. ‘Hi. Can you tell me what’s in a Razzmatazz?’ “Um...not...sure let me ask a manager.”\n\nI’ve fallen prey to the post-lunch but not quite quitting-time doldrums and am definitely in the mood for a pick me up. I notice an item under the ‘Creamy Treats’ section of the menu called ‘Matcha Green Tea Blast’. I notice specifically that this item promises an avalance of antioxidants and more a-propos, 75mg of straight caffeine! (a can of RedBull has 80mg). This is perfect. I might just levitate back to my office after that. While waiting for my order I notice a prominent display of MightyLeaf brand tea products available for purchase.\n\nGet my order, take a sip and as I walk out, fully expecting to be blasting off any moment, I quickly realize I am not terribly pleased with the flavor profile. It’s the soy milk. I am the picture of vexation.\n\n<span style=\"color: #ff6600;\"><em>Have you got a Jamba story to tell? Please share them with us by posting a comment.</em></span>', 'Jamba Juice 2nd Day', '', 'inherit', 'closed', 'closed', '', '838-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 838, 'http://cbx.cappendev.com/838-revision-v1', 0, 'revision', '', 0),
(1313, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', '<p style=\"text-align: left;\"><a href=\"http://cbxblog.com/wp-content/uploads/2010/03/lucienv2.jpg\"><img class=\"size-full wp-image-727\" title=\"lucienv2\" src=\"/wp-content/uploads/2010/03/lucienv2.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a> By Lucien E.</p><p style=\"text-align: center;\"><img class=\"size-full wp-image-337 aligncenter\" title=\"Jamba_Oatmeal\" src=\"/wp-content/uploads/2010/03/Untitled-1.jpg\" alt=\"\" width=\"544\" height=\"305\" /></p>\nI’m switching it up today. Headed down to Bryant Park to see if the Jamba consumer demographics change depending on location.\n\nBryant Park is of course right across from the terrifying Condé Nast building, home of the skinniest, blondest and highest-heeled ladies on Earth. Would any of them dare show their expensively dewey faces in a Jamba Juice? The answer is no. No, they wouldn’t. At least not today. There are lots of tourists in this location. I discern several different languages being spoken. And even though I cannot understand what most of their speakers are saying, the body language betrays an unmistakable befuddlement: “Was ist die Coldbuster??” That notwithstanding, they are doing brisk business here. Brisk.\n\nI try the steel-cut Blueberry/Blackberry oatmeal with the brown sugar crumble. It’s not bad, but again with the soy milk? Ah, it’s not bad though.\nGood sized portion for the money. And more filling than you would expect. I didn’t feel hungry for the next several hours.\n\n<span style=\"color: #ff6600;\"><em>Have you got a Jamba story to tell? Please share them with us by posting a comment.</em></span>', 'Jamba Juice 3rd Day', '', 'inherit', 'closed', 'closed', '', '839-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 839, 'http://cbx.cappendev.com/839-revision-v1', 0, 'revision', '', 0),
(1314, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', '<p style=\"text-align: left;\"><a href=\"http://cbxblog.com/wp-content/uploads/2010/03/lucienv2.jpg\"><img class=\"size-full wp-image-727\" title=\"lucienv2\" src=\"/wp-content/uploads/2010/03/lucienv2.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a> By Lucien E.</p><p style=\"text-align: center;\"><img class=\"size-full wp-image-290 aligncenter\" title=\"jamba-flatbread\" src=\"/wp-content/uploads/2010/03/jamba-juice-california-flatbread2.jpg\" alt=\"\" width=\"500\" height=\"355\" /></p>\nJamba Juice has made a big deal out of their food menu and I wanted to get involved, see if tasted good and made sense. There are pretzels, mini cakes, cookies and California Flatbreads®. All pretty standard except for the latter which i quickly decided to try my luck with.\n\nThe serving box for the Flatbreads is tiny. The size of a CD. Maybe. And at $4 a pop, it begged many questions, the main one being “Are you kidding?”\nThese flatbreads are laden with fanciness however. In fact, each of the 4 flatbreads features no less than 5 different ingredients, ranging from diced artichoke hearts (in the Tomo Artichoko) to smokehouse roasted corn (in the Smokehouse Chicken) to Mediterranean-style grilled zucchini (in the inexcusably named MediterraneYUM). I asked one of the staff members what exactly made these flatbreads ‘Californian’ and was met with smile and a delightfully candid: “Sir, I have no idea...I-I’ve never been to California.”\n\nI got the MediterraneYUM primarily because I was appalled by the name and wanted to tear into it vengefully, as well as an Apple Cinnamon pretzel. A quick spin in the heating contraption thingy behind the register and $6 later, off I went. There is no seating at all in this Jamba Juice by the way. And it is empty a little after 5pm and they’re open until 7pm. Business must taper off significantly after lunchtime.\n\nThe Apple Cinnamon pretzel is nice and soft, not a ton of flavor but its decent. The California Flatbreads is, alas, betrayal personified. You will eat the thing in no more than 3 bites! All the toppings are mashed together in a paste/spread type consistency. I didn’t mind the taste, it was better than I expected actually, but the portion to price ratio is nothing short of extortionist.\n\n<em><strong>\n</strong></em>\n\n<span style=\"color: #ff6600;\"><em>Have you got a Jamba story to tell? Please share them with us by posting a comment.</em></span>', 'Jamba Juice 4th Day', '', 'inherit', 'closed', 'closed', '', '840-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 840, 'http://cbx.cappendev.com/840-revision-v1', 0, 'revision', '', 0),
(1315, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', '<p style=\"text-align: left;\"><a href=\"http://cbxblog.com/wp-content/uploads/2010/03/lucienv2.jpg\"><img class=\"size-full wp-image-727\" title=\"lucienv2\" src=\"/wp-content/uploads/2010/03/lucienv2.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a> By Lucien E.</p><p style=\"text-align: center;\"><img class=\"size-full wp-image-305\" title=\"Jamba_?\" src=\"/wp-content/uploads/2010/03/Jamba-3.gif\" alt=\"\" width=\"360\" height=\"360\" /></p>\nJamba Juice uses lots of organic ingredients. This is good. Consumer continue to clamor for those. Some of their smoothie offerings are sweetened with Splenda. This is also good. They are all concentrated in a category called ‘Jamba Light.’\n\nThe wheat grass patch used to make those horrible tasting wheat grass shots is still there, and people, to my infinite consternation continue to order them (there is nothing so objectionable as a wheat grass shot, there just isn’t).\n\nAs is the 4 foot tall metal juicer, filled with mashed and discarded rinds and other matter. Its not appealing but there it is right behind the counter.\nFor a company that proclaims to be a unique ‘experience,’ this is a disappointing sight.\n\nBut overall, I enjoyed Jamba Juice Week. Despite the insipid cramped store layout, lack of seating, and ambient loudness, Jamba Juice offers good tasting, reasonably priced, healthy, filling options for lunch or a quick snack at various points throughout the day. No small feat.\n\nStill and all, their recent emphasis on the food service portion of their operations begs a supplemental question, namely “What are the implications of keeping the word ‘Juice’ in the name? The brand stands for much more than Juice now. The holding company is already called Jamba, Inc. Can a name truncation/modification, successfully performed by brands such as Fedex (from Federal Express), KFC (from Kentucky Fried Chicken) nationwide and The Hut (currently being tested in several markets by Pizza Hut) be far behind?\n\n<span style=\"color: #ff6600;\"><em>Have you got a Jamba story to tell? Please share them with us by posting a comment.</em></span>', 'Jamba Juice 5th Day', '', 'inherit', 'closed', 'closed', '', '841-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 841, 'http://cbx.cappendev.com/841-revision-v1', 0, 'revision', '', 0),
(1316, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', 'When you’re born, you’re given two things: a smack on the butt and a name. Whether you like it or not, that name is forever a part of your identity. And while we may like to think that our name bears no part in defining who we are, how we act and what we do; truthfully I don’t believe that’s entirely true. Have you ever heard something like this before?\r\n“She looks like a Becky.”\r\n“Really? She looks more like a Courtney to me.”\r\n\r\nWhile I can’t speak for everyone, I know that I’m guilty of it. By nature, humans lean towards association. We want to connect dots and make sense of the world around us. That’s what leads us to taking those ridiculous <a href=\"http://www.buzzfeed.com/regajha/what-does-your-name-say-about-your-love-life#.fp8vOywx2j\" target=\"_blank\">quizzes</a> and watching <a href=\"http://www.buzzfeed.com/summeranne/gentle-lucases#.mvbN65yQgd\" target=\"_blank\">videos</a> that try to explain how our names impact our personalities.\r\n\r\nWhen you see a little baby called James, doesn’t that feel a little off? To me, ‘James’ is associated with power and presence, not cute and precious. It feels wrong for a baby. So, we nickname baby James to baby Jimmy. But then what about when baby Jimmy grows up and becomes adult Jimmy? Adults need to be taken seriously, to shed the baby fat of childhood, so baby Jimmy transitions to grown up James where he’ll likely remain.\r\n\r\nIn a similar vein, brands can have nicknames of their own. PricewaterhouseCoopers, a truly global institution with a name full of prestige often goes by the much more approachable nickname PwC. The names can be used interchangeably depending on the situation. While PwC might be the name of choice when recruiting college students on campus, take a moment to browse the latest news reports they’re cited in. The vast majority refers to PwC by their formal name, PricewaterhouseCoopers. When the name is shortened to PwC, it loses that same sense of power you felt just as it was with Jimmy and James.\r\n\r\nSometimes, it’s not just a nickname that informs an identity. Sometimes, it’s the pronunciation altogether.\r\n\r\nMy name is Ankur, pronounced “un-koor.” Like most kids with foreign names, I’ve had my name butchered beyond recognition: anchor and acorn most notably. Eventually I grew sick of it. Educating people on the correct pronunciation became too painful, so I now introduce myself as “encore,” a mispronunciation that I have come to love. When asked my name I’d say “It’s Encore, like ‘encore, encore!’” and what started as a way to get around incorrect pronunciations turned into a core part of my very own personal brand. I wasn’t Ankur the little Indian boy; I was Encore the fun kid down the block.\r\n\r\nMispronouncing brand names can have an equally powerful effect on their meaning. I’m an avid Target shopper. I love the deals, the bright colors and the fantastic ads they put out. It’s also the closest superstore in relation to my University. I don’t shop at Target because of its prestige; I shop there because it’s cheap and convenient. Where I’m from, it’s a common joke to switch the pronunciation of Target to “tar-jay.” Suddenly, Target no longer seems like a discount brand, it is said with the same air of superiority as any other luxury brand (jokingly, of course). A slight switch in pronunciation can drastically impact the perception of a brand, just as it did for my name.\r\n\r\nOwn your name. It’s part of who you are. And maybe think twice before naming your kid “Sauerkraut Applebottoms” because who knows what that’ll mean for their future identity.', 'James > Jimmy > James > ?!', '', 'inherit', 'closed', 'closed', '', '1048-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 1048, 'http://cbx.cappendev.com/1048-revision-v1', 0, 'revision', '', 0),
(1317, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', 'I love James Bond movies. All of them. Even the bad ones (think anything with Denise Richards or Tanya Roberts). And I have now done something either completely horrible—or fantastic and empowering—by introducing my tween daughters to Bond. We have been trolling the catalog together on Friday nights.\nAnd so it was to my horror that I found myself completely unable to name a whole swath of Bond films, despite the fact that I have probably seen each and every one of them five times or more.\n\nThere were the films that jumped to mind quickly:\n•    <em>Goldfinger</em>\n•    <em>Octopussy</em>\n•    <em>Moonraker</em> (yes, I know, horrible)\n•    <em>Diamonds are Forever</em>\n•    <em>Casino Royale</em>\n•    Even On <em>Her Majesty’s Secret Service</em> (you know, the one with the Bond actor no one can ever remember – it’s George Lazenby, BTW)\n\nAnd then there were the films I just couldn’t call up, although I had the vague recollection that they each had the words Live, Die or Tomorrow somewhere in the title. I even struggled with the recent Daniel Craig offering, <em>Quantum of Solace</em>. I mean, seriously, if you’re going to go there, why not just call it <a href=\"http://en.wiktionary.org/wiki/spooky_action_at_a_distance\" target=\"_blank\">Spooky Action at a Distance</a>?\n\nThe difference for me between the memorable and the less memorable is imagery. The Bond titles with words that sparked imagery, creating visual cues, simply stuck better. The highly generic and abstract titles, ones that don’t intuitively connect to an image, or even a sensation, are simply less memorable—less sticky.\n\nThis lesson is not new, but it is one that bears repeating. As marketers we often wade into our naming, copy and other verbal communications with high order ideas, and we use lots of abstract language to get them across. And it is a particular danger in the world of B2B.\n\nSo what is a brand to do?\n\n<strong>First off, talk like a human being</strong>. Imagine that you are talking to another person, not broadcasting a message out to the world.\n\n<strong>Use simple language</strong>.  I love big words. But save “peripatetic,” “precipitous” and “pernicious” for your diary.\n\n<strong>Finally, use imagery – create a mental picture</strong>. Don’t be afraid to use metaphors or similes that connect to the tangible world to help bring your ideas to life.\n\nA quick example: I recently saw a new product offering from Xerox called <a href=\"https://www.mybenefitwallet.com/\" target=\"_blank\">BenefitWallet</a>, a tool to help people manage multiple health accounts. The name does a nice job of leveraging an imagistic metaphor, the wallet, to help communicate that the product is going to help organize things and be intuitive and simple. I’m just guessing here, but this is no doubt going to be stickier than “Health Aggregator,” “SimpliHealth” or any of the other more abstract, on-strategy names that Xerox could have developed.\n\nNow, that is not to say that there aren’t other tools that can be used to create memorability—sometimes sound or other disruptive elements can really help a name or an idea break through. But imagery is a great tool to have in the toolbox. So go forth and be imagistic. And definitely watch <em>You Only Live Twice</em>, even though it has a hard-to-remember name.', 'James Bond and the Power of Imagery', '', 'inherit', 'closed', 'closed', '', '990-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 990, 'http://cbx.cappendev.com/990-revision-v1', 0, 'revision', '', 0),
(1318, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', '<a href=\"http://cbxblog.com/wp-content/uploads/2010/04/Rick-Fox_blog_thumb_nb-e1271798170415.jpg\"><img class=\"size-full wp-image-676\" title=\"Rick Fox_blog_thumb_nb\" src=\"/wp-content/uploads/2010/04/Rick-Fox_blog_thumb_nb-e1271798170415.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a> By Rick F.\n<a href=\"http://cbxblog.com/wp-content/uploads/2010/08/Beattles-RF1.jpg\"><img class=\"size-full wp-image-1293\" title=\"Beattles RF\" src=\"/wp-content/uploads/2010/08/Beattles-RF1.jpg\" alt=\"\" width=\"500\" height=\"380\" /></a>\n\nBrand names have the ability to transform everyday commodities into sought after, premium-priced luxuries. Or, they can destroy the value of an otherwise rather useful product. My recent <a href=\"../?p=1024\">posting about BP</a> tries to prove the latter.\n\nEveryone knows and loves <a href=\"http://www.youtube.com/watch?v=nT6325bmcsQ\">the Beatles</a>. If they don’t, they are lying. However, the Beatles would have been significantly less popular had their beloved drummer Ringo been relegated to his given name of Richard. Or worse, if they’d kept <a href=\"http://en.wikipedia.org/wiki/Pete_Best\">Pete Best</a> around. The Ringo brand name added significant value to the group, distinguishing the band’s image, and later, solidifying its legacy. Ringo gave the Beatles a comedic point of difference; he even wore four rings on each hand to reinforce this positioning.\n\nJUST FOR FUN: (Who can name all of the Rolling Stones? Really interesting here, guys: Mick (twice), Keith, Brian, Charlie, oh and Bill…and Ron. Real zany bunch of blokes, don’t you think?)\n\nTiger Woods, whose brand <a href=\"../?p=519\">I also touched upon</a>, owes much of his initial popularity to his name as well. When he gained traction in 1996, my 11-year-old self was enamored more with his signature “Tiger” head cover than his talent. <a href=\"http://cbxblog.com/wp-content/uploads/2010/08/Tiger-Woods-2008-Buick-Invitational.jpg\"><img class=\"size-full wp-image-1298 alignright\" title=\"Tiger Woods - 2008 Buick Invitational\" src=\"/wp-content/uploads/2010/08/Tiger-Woods-2008-Buick-Invitational.jpg\" alt=\"\" width=\"200\" height=\"180\" /></a>\n\nI will even throw my name into this discussion. Introducing myself always as “Rick Fox” has been much more memorable and differentiating than just “Rick.” A hearer’s inevitable confusion with a <a href=\"http://www.rickfox.com/\">championship basketball player</a> doesn’t hurt, either.\n\nJUST FOR FUN: (Visit <a href=\"http://www.rickfox.com/\">www.rickfox.com</a> and <a href=\"http://www.theotherrickfox.com/\">www.theotherrickfox.com</a>)\n\nOK, let’s dig a little bit deeper, still. The recent debate surrounding the “<a href=\"http://www.cbsnews.com/8301-503544_162-20014737-503544.html\">Ground Zero Mosque</a>” is more an exercise in branding than it is anything else. The proposed building is neither a Mosque nor is it at Ground Zero. It is evident that an Islamic Cultural Center built in the Financial District would push less paper than the current media-preferred nomenclature.\n\nAnother interesting example was last week’s <em>New York Times</em> article stating that <a href=\"http://www.nytimes.com/2010/08/18/sports/18gehrig.html\">Lou Gehrig probably didn’t have Lou Gehrig’s disease</a>. What? How can A.L.S. garner the same support without the association of a famous ball player’s touching story?\n\nOh, and in closing, just a friendly reminder that Madison Square Garden is nowhere near Madison Square Park.', 'John, Paul, George and … Richard? What a name can do for you!', '', 'inherit', 'closed', 'closed', '', '847-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 847, 'http://cbx.cappendev.com/847-revision-v1', 0, 'revision', '', 0),
(1319, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', '<img class=\"alignnone size-full wp-image-4274\" title=\"David_Horowits\" src=\"/wp-content/uploads/2012/04/David_Horowits.jpg\" alt=\"\" width=\"40\" height=\"40\" />\r\n<img class=\"alignnone size-full wp-image-4258\" title=\"edd460\" src=\"/wp-content/uploads/2012/04/edd460.jpg\" alt=\"\" width=\"460\" height=\"276\" />\r\n\r\nThis week I visited “50 Books, 50 Covers,” the AIGA’s annual exhibition of the year’s best book design that explicitly challenges the familiar expression “Don’t judge a book by it’s cover.” Of all the product packaging I buy, there’s none I notice, appreciate and enjoy more than the packaging of a book. A book’s packaging—its cover, as well as binding, paper, typeface, and ink—have always been part of how books communicate their message. And when well executed, it can capture, express, elevate, interpret, and enliven the contents within.\r\nAt its finest, a book cover is actually the first “interpretation” that the reader encounters of the author’s work, and it provide clues to the setting, the character personalities, mood, and themes he or she finds within. But, you ask….aren’t physical books dead?\r\n\r\n<img class=\"size-full wp-image-4245 alignleft\" title=\"DavidH_cover1\" src=\"/wp-content/uploads/2012/04/DavidH_cover1.jpg\" alt=\"\" width=\"129\" height=\"178\" />It’s true that as e-readers proliferate and the percentage of books bought and read digitally increases, we do and will continue to own and read fewer paper books. Ironically, the digital transmutation of the publishing world may end up creating a niche for the book-as-object, as paper books appear to us less as commodities and become more elevated, creative and cherished art forms. As a result, publishers, authors and artists will be challenged to push the boundaries of book design in new and exciting directions. Below are several of my favorite covers from the AIGA exhibition, ones that hint at the ways publishers and designers are already addressing the challenge to give printed books a renewed beauty, meaning and relevance:\r\n\r\n&nbsp;\r\n\r\n<img class=\"alignnone size-full wp-image-4249\" title=\"DavidH_cover2\" src=\"/wp-content/uploads/2012/04/DavidH_cover2.jpg\" alt=\"\" width=\"138\" height=\"209\" /> <img class=\"alignnone size-full wp-image-4250\" title=\"DavidH_cover3\" src=\"/wp-content/uploads/2012/04/DavidH_cover3.jpg\" alt=\"\" width=\"138\" height=\"209\" /> <img class=\"alignnone size-full wp-image-4251\" title=\"DavidH_cover4\" src=\"/wp-content/uploads/2012/04/DavidH_cover4.jpg\" alt=\"\" width=\"148\" height=\"198\" />\r\n<img class=\"alignnone size-full wp-image-4252\" title=\"DavidH_cover5\" src=\"/wp-content/uploads/2012/04/DavidH_cover5.jpg\" alt=\"\" width=\"154\" height=\"197\" /> <img class=\"alignnone size-full wp-image-4253\" title=\"DavidH_cover6\" src=\"/wp-content/uploads/2012/04/DavidH_cover6.jpg\" alt=\"\" width=\"123\" height=\"185\" />\r\n\r\nMoving forward, the physical books we own and read will work harder in transforming their content into fully immersive visual, spatial and tactile experiences. They will become more cherished objects and more intimate expressions of our identity.\r\n\r\nI actually think this is a very exciting time for book design. One visit to the AIGA exhibit and you’ll see just how promising the future is, and what a unique challenge awaits the designers, authors and readers of actual, physical books.', 'Judging a Book By Its Cover', '', 'inherit', 'closed', 'closed', '', '915-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 915, 'http://cbx.cappendev.com/915-revision-v1', 0, 'revision', '', 0),
(1320, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', '<img class=\"alignnone size-full wp-image-4823\" title=\"Meg_web\" src=\"http://www.cbx.com/wp-content/uploads/2012/08/Meg_web.jpg\" alt=\"\" width=\"60\" height=\"60\" /> \r\n<img class=\"alignnone size-full wp-image-4594\" title=\"100207_sex01_400X400\" src=\"/wp-content/uploads/2012/08/100207_sex01_400X4001.jpg\" alt=\"\" width=\"460\" height=\"337\" />\r\n\r\nI’m a classic Gen X’er: a latchkey kid turned cynical parent. One comforting constant of my past (make fun of me, please) is TV. I just love it all, from PBS to USA. Thankfully, a little goes a long way for me these days.\r\n\r\nWhen I click past MTV, wanting so much to ‘get it’, it occurs to me that I’ll be turning 45 next year and slowly becoming obsolete, at least culturally speaking. Heck, even looking at the top songs on iTunes, I only recognize half and choose to listen to 70’s love songs instead, a true indulgence.\r\n\r\nSo, it begs the question: Just how generational is culture?\r\n\r\nAs one example, I look to HBO’s passing of the mantle from Candace Bushnell - \"Sex and the City\" - to Lena Dunham - \"Girls\". While both shows recount the trials and tribulations of four women living in NYC, the similarities end there. Or do they? It’s no secret that \"Sex and the City\" is a classic Gen X vehicle. All a bit edgy, not quick to trust but quick to judge. <img class=\"size-full wp-image-4598 alignleft\" title=\"hbo-s-girls-is-the-best-new-tv-show-of-2012-470x313\" src=\"/wp-content/uploads/2012/08/hbo-s-girls-is-the-best-new-tv-show-of-2012-470x313.jpg\" alt=\"\" width=\"465\" height=\"308\" />\r\n\r\nWith <a href=\" http://www.hbo.com/girls/index.html\" target=\"_blank\">\"Girls</a>\", the characters seem like vessels for a broader cultural account of what it means to be a Millennial (spoken from the POV of a Gen X so please, take it with a grain of salt). A strong sense of narcissism is at play in \"Girls\", but these characters are younger by comparison, too – twentysomethings to the largely thirtysomethings of \"Sex and the City\". As a result, they are on a steeper learning curve. More entertaining for us, more challenging for them. And unlike \"Sex and the City\", these girls appear to come from a more exclusive monied world and have connections (in real life as well FYI), so their egos seem stronger, less afraid of failure.\r\n\r\nWhen <a href=\"http://movies.nytimes.com/2010/05/27/movies/27sex.html?pagewanted=all&amp;_moc.semityn.seivom\" target=\"_blank\">\"Sex and the City 2</a>\" came out, it flopped on many levels. The franchise had clearly lost its steam and the glitzy, gold-laden world they lived in seemed like a fairy tale that stung like an insulting slap to the face amid a recession that still lingers to this day. They were not lockstep with culture, something so important to us at CBX as we work diligently to retain brand relevance for our clients. \"Girls\" fills that cultural void with a hyper reality of grit and mistakes, STD’s and leechy husbands. They celebrate the desperation of their lives instead of hiding it. With \"Sex and the City\", there was a sense of embarrassment to their struggles, a posturing of sorts. Is it too much of a leap to say \"Girls\" is the post-recessionary \"Sex and the City\"? Culture is a mirror; we see realities whether we want to or not.\r\n\r\nDo I relate? Sure, a bit. Am I entertained? Most definitely.\r\n\r\nIt is important not only to know your audience’s stats but what makes them tick. We have a definition for culture here at CBX: where motivations and opportunity fuse in mass behavior. Only once we understand consumer need and what is culturally satisfying that need do we see how to fill the void. This void does not begin and end with demographics  but lies along a spectrum of emotion that helps tell a much deeper and interesting brand story.', 'Just How Generational is Culture? From &quot;Sex and the City&quot; to &quot;Girls&quot;', '', 'inherit', 'closed', 'closed', '', '943-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 943, 'http://cbx.cappendev.com/943-revision-v1', 0, 'revision', '', 0),
(1321, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', '<a href=\"http://cbxblog.com/wp-content/uploads/2010/04/DavidW_Blog_Thumb_nb-e1271789991691.jpg\"><img class=\"alignnone size-full wp-image-599\" title=\"DavidW_Blog_Thumb_nb\" src=\"/wp-content/uploads/2010/04/DavidW_Blog_Thumb_nb-e1271789991691.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a>\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/06/GasIsTrue.jpg\"><img class=\"alignnone size-full wp-image-3208\" title=\"GasIsTrue\" src=\"/wp-content/uploads/2011/06/GasIsTrue.jpg\" alt=\"\" width=\"490\" height=\"266\" /></a>\r\n\r\nI often encourage strategists and designers to hold on to design material that inspires them or may help as reference on future projects. Tags, invitations, clippings, packages, annual reports...they are all valuable resources. I try to collect stuff from every project I work on and then add it to the pile. This inspiration can come from literally anywhere, so it helps if your eyes are always on the lookout. I still find that magazines are one of the easiest and best ways to get a quick view of the world.\r\n\r\nMagazines are relatively cheap and flimsy, so you don\'t feel bad ripping out their pages. Most importantly, new issues come out every month, enabling them to capture the cultural and visual feel of the moment. New ad campaigns, new products, points of view and color trends, photographic styles, typefaces -- these can all be found in a single issue.\r\n\r\nI know, I know. There\'s a thing called the World Wide Web out there. I\'ve heard of it, and I am an avid user. Google Images, Flickr, FFFFOUND, siteinspire, The Dieline. And they are updated several times a day, if not up-to-the-minute. There are a million sites out there, and they\'re all valuable.\r\n\r\nHowever, there is something invaluable about discovering material on your own, rather than having it curated for you and meant to be viewed by thousands, sometimes millions, of people. Not exactly personal, eh? I guarantee you that if ten designers picked up the same magazine and ripped out five pages, everyone would have a different take. That is powerful.\r\n\r\nIt is important to have inspiration that speaks to you. You get to decide what\'s important, what is good and bad design, what is truly inspiring. You get to judge a logo in its natural habitat, and a typeface in use, a color palette from an unexpected place.\r\n\r\nOf course, everyone finds different things inspiring. Here are some clippings I\'ve had for years that I keep coming back to from project-to-project:\r\n\r\n<em>Click on the pictures to view the sideshow, then click the arrows that appear to the left and right of each slide.</em>\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/06/Magazine21.jpg\"><img class=\"size-thumbnail wp-image-3185 alignnone\" title=\"Magazine2\" src=\"/wp-content/uploads/2011/06/Magazine21-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/06/Magazine31.jpg\"><img class=\"size-thumbnail wp-image-3186 alignnone\" title=\"Magazine3\" src=\"/wp-content/uploads/2011/06/Magazine31-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/06/Magazine41.jpg\"><img class=\"alignnone size-thumbnail wp-image-3187\" title=\"Magazine4\" src=\"/wp-content/uploads/2011/06/Magazine41-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" /></a>\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/06/Magazine51.jpg\"><img class=\"alignnone size-thumbnail wp-image-3188\" title=\"Magazine5\" src=\"/wp-content/uploads/2011/06/Magazine51-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/06/Magazine61.jpg\"><img class=\"alignnone size-thumbnail wp-image-3189\" title=\"Magazine6\" src=\"/wp-content/uploads/2011/06/Magazine61-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/06/Magazine71.jpg\"><img class=\"alignnone size-thumbnail wp-image-3190\" title=\"Magazine7\" src=\"/wp-content/uploads/2011/06/Magazine71-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" /></a>\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/06/Magazine81.jpg\"><img class=\"alignnone size-thumbnail wp-image-3191\" title=\"Magazine8\" src=\"/wp-content/uploads/2011/06/Magazine81-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/06/Magazine91.jpg\"><img class=\"alignnone size-thumbnail wp-image-3192\" title=\"Magazine9\" src=\"/wp-content/uploads/2011/06/Magazine91-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/06/Magazine101.jpg\"><img class=\"alignnone size-thumbnail wp-image-3193\" title=\"Magazine10\" src=\"/wp-content/uploads/2011/06/Magazine101-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" /></a>\r\n<p style=\"text-align: center;\">&nbsp;</p>\r\n<p style=\"text-align: center;\"><a href=\"http://cbxblog.com/wp-content/uploads/2011/06/Magazine8.jpg\"> </a></p>', 'Keep Magazines Alive!', '', 'inherit', 'closed', 'closed', '', '885-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 885, 'http://cbx.cappendev.com/885-revision-v1', 0, 'revision', '', 0);
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(1322, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', '<a href=\"http://cbxblog.com/wp-content/uploads/2011/07/Geoff.jpg\"><img class=\"alignnone size-full wp-image-3226\" title=\"Geoff\" src=\"/wp-content/uploads/2011/07/Geoff-e1309894577653.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a>\r\n&nbsp;\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/07/Main-Photo-For-Blog.jpg\"><img class=\"alignnone size-medium wp-image-3227\" title=\"OLYMPUS DIGITAL CAMERA\" src=\"/wp-content/uploads/2011/07/Main-Photo-For-Blog-300x224.jpg\" alt=\"\" width=\"466\" height=\"347\" /></a>\r\n\r\nOver the last few years an interesting phenomenon has been sweeping across Manhattan and spreading to other boroughs like Brooklyn and Queens. It is a new kind of culture; a culture that is satisfying the rumbling of everyone’s tummies.\r\n\r\nThe people responsible for this culture have decided to not follow a traditional route nor stay in one location for a lengthy period of time.  These people are our beloved Independent Food Truck Vendors, and there are more than 30 of them in Manhattan alone. And those of us who are food lovers have become part of the culture.\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/07/group-of-food-trucks1.jpg\"><img class=\"alignnone size-medium wp-image-3229\" title=\"group-of-food-trucks1\" src=\"/wp-content/uploads/2011/07/group-of-food-trucks1-300x200.jpg\" alt=\"\" width=\"466\" height=\"310\" /></a>\r\n\r\n&nbsp;\r\n\r\nWhat is it about these trucks that has us searching on Twitter and Facebook for their locales? Is it an internal drive to be one of the select few to discover their location, like a character in some Hardy Boy or Nancy Drew mystery novel?  For those of you who are not familiar, I invite you to do a Google search.\r\n\r\nThese savory and sweet vendors each have something in common: they specialize in one particular kind of food.  In some regards they have a monopoly on the market.  No two trucks are alike.  Their owners follow a similar path to branding as the one we at CBX do when establishing a brand for our clients.  Each truck is branded with its own identity, and the colors, graphics, words and logos are all selected with the intention of differentiating the brand.\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/07/Big-Gay-Ice-Cream-Truck.jpg\"><img class=\"alignnone size-medium wp-image-3230\" title=\"Big Gay Ice Cream Truck\" src=\"/wp-content/uploads/2011/07/Big-Gay-Ice-Cream-Truck-300x225.jpg\" alt=\"\" width=\"466\" height=\"349\" /></a>\r\n\r\nThe cost of entry into the market is slightly different than brick and mortar restaurants or CPG brands. Because the market is not (yet) saturated like, say, the snack food category or corner bodega, one can create a food truck to one’s own liking.  Take, for instance, grilled cheese.  <a href=\"http://gorillacheesenyc.com/\" target=\"_blank\">Gorilla Cheese NYC</a> sells a plethora of variations on this childhood favorite. Another truck, the <a href=\"http://dt-works.net/\" target=\"_blank\">Dessert Truck</a>, has dedicated this craft to making restaurant-worthy confectionery delights. And they are one of the few trucks that has expanded into a brick and mortar location. The storefront on the Lower East side has allowed them to extend their line, something not so easy to do in a grocery store (there’s no battle for shelf space here).\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/07/Dessert-Truck.jpg\"><img class=\"alignnone size-medium wp-image-3231\" title=\"Dessert Truck\" src=\"/wp-content/uploads/2011/07/Dessert-Truck-300x199.jpg\" alt=\"\" width=\"466\" height=\"307\" /></a>\r\n\r\nEarly June marked a momentous occasion for foodies nationwide: the first food truck in the USA received a liquor license. <a href=\"http://www.peranyc.com/tacosatcentralpark.html\" target=\"_blank\">The Pera Turkish Taco Truck</a>, parked outside the Tavern on the Green in Central Park, will now serve beer, wine and cocktails. There is one catch: those wanting to consume an adult beverage with their taco can only do so in a small seating area. Still, could this be a sign for trucks to come? Can they take market share away from restaurants that aren’t mobile? Only time will tell.\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/07/truck-big.jpg\"><img class=\"alignnone size-medium wp-image-3232\" title=\"truck-big\" src=\"/wp-content/uploads/2011/07/truck-big-300x199.jpg\" alt=\"\" width=\"466\" height=\"308\" /></a>\r\n\r\nBottom line: You cannot deny that the food truck category is growing and expanding. As establishing a brick and mortar location is becoming ridiculously expensive in NYC, independent food proprietors are turning to trucks to create and sell their mouth-watering delights.\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/07/Schnitzel-and-Things.jpg\"><img class=\"alignnone size-medium wp-image-3237\" title=\"Schnitzel and Things\" src=\"/wp-content/uploads/2011/07/Schnitzel-and-Things-300x225.jpg\" alt=\"\" width=\"197\" height=\"148\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/07/Sweet-Treats.jpg\"><img class=\"alignnone size-medium wp-image-3238\" title=\"Sweet Treats\" src=\"/wp-content/uploads/2011/07/Sweet-Treats-300x180.jpg\" alt=\"\" width=\"253\" height=\"148\" /></a>\r\n\r\nPerhaps this post will inspire you to open your own truck. Read the article from the link below; it gives a nice estimate on the costs incurred: <a href=\"http://bit.ly/hOLkGF\" target=\"_blank\">http://bit.ly/hOLkGF</a>. You can also contact the <a href=\"http://www.nycfoodtrucks.org/\" target=\"_blank\">NYC Food Truck Association</a> for more information.\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;', 'Keep On Truckin’', '', 'inherit', 'closed', 'closed', '', '886-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 886, 'http://cbx.cappendev.com/886-revision-v1', 0, 'revision', '', 0),
(1323, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', '<em><strong>Our strategy intern, Sarah Mitty recounts her most memorable sessions at the <a href=\"http://northsidefestival.com/\" target=\"_blank\" rel=\"noopener\">Northside Festival</a>. </strong></em>\r\n\r\nOur culture is constantly evolving. Each day is a whirlwind of new consumer behavior trends, technological achievements and political updates. Keeping up with our world is challenging enough, how are brands supposed to ensure their output is culturally relevant? Last week, I attended the Northside Festival where some of the brightest minds in innovation discussed how to accomplish this feat.\r\n\r\n<strong>Think Tech</strong>\r\nThe amount of exciting new technology discussed at the conference was mind blowing. From artificial intelligence to augmented reality platforms, a hyper-technologized future seems very close to the horizon.\r\n\r\nAlex Chung, the CEO of <a href=\"https://giphy.com/\" target=\"_blank\" rel=\"noopener\">GIPHY</a>, was confident that augmented reality would be standard in four years. This means it will likely be integrated into all parts of life from music (a hologram Justin Bieber performing a concert in your bedroom) to sports (player statistics popping up in front of your eyes) and beyond. This leaves the question: <em>What is the cultural value that AR technology will provide?</em> The panelists, Alex Chung (GIPHY), Sofia Dominguez (<a href=\"https://svrf.com/\" target=\"_blank\" rel=\"noopener\">Svrf</a>), Raj Advani (<a href=\"https://viromedia.com/\" target=\"_blank\" rel=\"noopener\">Viro</a>), Bill Marino (<a href=\"http://uruvideo.com/\" target=\"_blank\" rel=\"noopener\">Uru</a>), and Matt Hartman (<a href=\"https://betaworks.com/\" target=\"_blank\" rel=\"noopener\">Betaworks</a>) debated the ideals of communication versus entertainment. Should research and marketing aim to make long distance communication more immersive? Or should the focus be gaming and user excitement? I believe the AR industry needs to narrow down its niche in society before biting off more than they can chew.\r\n\r\nJesse Redniss and David Beck of TNT/TBS are already excited about their idea of how to put AR/VR technology to use: personalization and immersion in television programming. Previously, creating a personalized experience through TV was nearly impossible as the purpose of TV programming is to appeal to large audiences. However, with the development of AR/VR technology, there are endless opportunities for after-show immersive experiences. Perhaps programs will create AR experiences bringing viewers into the story where they can interact with the environment and characters. This will allow diehard fans a personal experience to become more involved with programming, while not isolating viewers who cannot afford or don’t have interest in AR/VR equipment.\r\n\r\n<strong>Think Action</strong>\r\nShort and long-from documentaries were discussed as an effective form of communication increasingly on the rise. Documentaries have developed from art for art’s sake into agents of education and change. <em>VICE</em>, a long-form documentary platform (amongst many other things) has added a feature where after watching a segment, viewers are directed to a space where they can enact real change regarding the issue in the documentary - this may be a petition they can sign or a place to donate money. In whichever capacity they choose to act, viewers feel like they are making a change, which gives them greater purpose and keeps them coming back to <em>VICE</em>.\r\n\r\nThe newly heightened political atmosphere has also left certain groups needing to speak out now more than ever. In a panel entitled <a href=\"http://northsidefestival.com/northside-2017/schedule/speakers/3462/\" target=\"_blank\" rel=\"noopener\">\'Shutting Down Sexism: Women in Media Get Loud,\'</a> prominent female journalists including Liz Plank (<em>Vox</em>), Lauren Duca (<em>Teen Vogue</em>), Rebecca Carol (<em>WNYC</em>), and Jessica Bennet (author and writer, <em>The New York Times</em>) discussed how to combat sexism and racism in today’s society and how using social media could enact serious political change. Whether it is engaging with more diverse women or creating and participating in a social media movement (e.g. the “<a href=\"https://twitter.com/search?q=%23notmylockerroom&amp;src=typd\" target=\"_blank\" rel=\"noopener\">#notmylockerroom</a>” campaign), the tools of our modern society can be used to rally mass voices and promote equality.\r\n\r\nAs different forms of media and technology continue to evolve and become more sophisticated, it is encouraging to see it also compel people to act, engage and participate in conversations and issues in positive ways.\r\n\r\n<strong>Think Culture</strong>\r\nConsumer preferences and expectations are changing at a rapid speed. What may have been all the rage last year may now be outdated, even for large-scale ideologies.\r\n\r\nIn a fireside chat, <em>Fortune</em> and Ian Schrager, creator of the “boutique hotel” concept, discussed how culture changes and as such, definitions of ideologies change alongside it; for example, such as what luxury means today (and to what groups of people). In witnessing the continued rise of the more economical Airbnb platform, Schrager has started reevaluating the role of hotels in society. He foresees an evolution of hotels as places for community and face-to-face interaction. Schrager mentioned the idea of country-club style hotels in the future, made to promote networking and social interaction. Perhaps he had in mind <a href=\"https://qz.com/1002728/the-man-who-invented-the-boutique-hotel-has-a-new-concept-of-luxury-for-all-for-the-digital-age/\" target=\"_blank\" rel=\"noopener\">his recently opened “luxury for all” hotel PUBLIC in New York when discussing this subject.</a>\r\n\r\nAs culture continues to progress, there are so many more ideas and tools for us to juggle. It’s easy to get lost in the shuffle of technology, current events, and consumer preferences. What I took away from the conference is this: <strong>It is crucial to make sure new products and experiences stay up-to-date with the changing times.</strong> Staying culturally relevant can bring any new development to the foreground of contemporary society, where it can make the most impact.\r\n\r\n&nbsp;\r\n\r\n<em>Photo courtesy of Northside Festival</em>', 'Keeping Up With Culture: How to Stay Relevant', '', 'inherit', 'closed', 'closed', '', '1076-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 1076, 'http://cbx.cappendev.com/1076-revision-v1', 0, 'revision', '', 0),
(1324, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', 'I was feeling lazy on another lazy spring afternoon. I had just finished watching \"The Lazy Song\" by Bruno Mars on YouTube. My kids love that song and the irony is that it\'s actually pretty clever with a well-choreographed video. I\'m not sure exactly why the monkeys are in there. Maybe to imply that Bruno \"monkeys around\" on his days off? What the monkeys do provide though is innocence. They don\'t know any better. Instead of judging Bruno for being lazy, they\'re just happy to be there, having a good time and eating things out of each other\'s hair.\nhttp://www.youtube.com/watch?v=fLexgOxsZu0\n\nThe next video I clicked on was a commercial for AT&amp;T. It was one of many in their \"It\'s not complicated, faster is better\" campaign. Not quite a universal human truth but OK, I\'ll nod. It shows a man in a suit sitting with 4 kids and asking them simple questions like, \"Is saving money better than not saving money?\" and \"Is being fast better than being slow?\"\n\nhttp://www.youtube.com/watch?v=l61LjTwME7w\n\nThe kids are as funny as kids can be when you get them talking. They are answering questions correctly and incorrectly and saying funny things like \"pickle roll\" when they should be saying \"pick and roll\" when answering a basketball question. Much like the monkeys, the kids are there to get a point across––to play innocent, to play dumb. AT&amp;T is telling the world that they are by far the best and even kids understand that (or don\'t). It\'s actually quite debatable whether AT&amp;T is the fastest or the biggest. I\'m sure Verizon would take issue. Either way, by using kids, the AT&amp;T campaign is telling us adults that what they are saying is soooo simple, soooo obvious, and if we\'re smarter than our kids, then we shouldn\'t even think twice about it. So just sign on the dotted line.\n\nJimmy Fallon stars in a similar spot for Capital One where he\'s trying to convince a sweet little baby that more cash is a good thing. And I\'ll be darned, but that baby just will not agree. How silly!\n\nhttp://www.youtube.com/watch?v=DyMSTfJEZfM\n\nA few years back, Ally Bank also used a similar construct using the tagline \"Even kids know…\" to highlight competitors\' hidden fees.\n\nhttp://www.youtube.com/watch?v=YkQR19WlqQE\n\nWhether using kids or monkeys, having an audience that doesn\'t understand your value proposition is an easy way to get your point across. Instead of coming up with a smart or clever way to talk about features or benefits, just tell your audience that if they don\'t buy what you\'re selling, they\'re dumb. Are using kids in commercials a trend? It\'s always a fine line between trend and laziness.\n\n\"Today I don\'t feel like doing anything.\" I love that song.', 'Kids are dumb and that\'s funny', '', 'inherit', 'closed', 'closed', '', '984-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 984, 'http://cbx.cappendev.com/984-revision-v1', 0, 'revision', '', 0),
(1325, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', 'We’ve all experienced embarrassing moments; a clumsy misstep sends you tumbling to the floor; an errant turn of the fork transforms your new shirt into a Jackson Pollock painting; a faulty wheel on a push cart sends half a pitcher of sangria to the ground outside the elevators on CBX’s fourth floor… (OK, maybe that last one was just me).\r\nIt’s important to remember that embarrassing moments only define you when you let them. Compose yourself when your face is flushed and your ears are burning so that people laugh with, instead of at you. Being able to play off the moment and laugh with everyone demonstrates an authenticity that people find endearing.\r\n\r\nThis idea is not exclusive to human-to-human interactions. In a marketplace where consumers are constantly searching for real connections with brands, a little self-depreciation can go a long way.\r\n\r\nBrands using humor in their messaging is nothing new, but lately we’ve seen more brands turn the focus of the jokes back on themselves. Things that marketing teams would have once worked hard to hide are now leading the conversation.\r\n\r\nTake Dressbarn’s Fall 2015 campaign. After decades of battling consumers’ hesitancy to bridge the gap between women’s fashion and a place where animals live, Dressbarn decided enough was enough. The new campaign, photographed by acclaimed fashion photographer Patrick Demarchelier, shows Dressbarn’s newest clothing modeled by Hilary Rhoda posing with a variety of barnyard animals. The tagline informing consumers, “It’s our name. Deal with it,” showcases not only the brand’s ability to poke fun, but also a humanness that helps consumers see beyond the joke. The campaign demonstrates that honesty and openness can help create meaningful connections with consumers, and turn embarrassing perceptions into positive equities.\r\n\r\nBut keep in mind that being silly is not where the conversation ends. Words on a page fall flat when there’s nothing to support them. For example, taking a moment to laugh and dust yourself off might defuse an embarrassing situation, but people are still going to expect you to clean up the sangria you just spilled.\r\n\r\nDressbarn’s campaign works simply because the new collection is able to stand its ground against the embarrassing perceptions of the joke. The defense: Dressbarn actually sells nice clothing. Would this campaign have worked if Dressbarn only sold overalls and straw hats? Of course not. But by using a notable fashion photographer and model, Dressbarn is able to build credibility for their products and reinforce the fact that the only thing funny about the brand is the name.\r\n\r\nTake a few moments to watch <a href=\"https://www.youtube.com/watch?v=HrX8OTFSFZI\" target=\"_blank\">South Dakota’s most recent economic development campaign</a>. The campaign jokingly attempts to convince audiences that South Dakota is a better place to live than Mars. The narrator highlights some of state’s major selling points, including breathable air, to convince consumers that living in South Dakota is better than dying on Mars.\r\n\r\nHere’s why nobody is laughing with South Dakota; the advertisement doesn’t say anything to back up the claim that living in South Dakota is actually better than living on Mars. This campaign only leaves consumers questioning, “How bad is living in South Dakota that they would even compare it to living on Mars?” or “Why would I choose South Dakota over all the other places I could live that aren’t Mars?” South Dakota’s failure to follow up the joke with any serious claim leaves the audience with nothing more than unintended associations with words like “barren,” “cold,” and “dying.”\r\n\r\nUsing humor at your own expense can be a clever way to deflect and even correct embarrassing shortcomings. But before going there, make sure to ask yourself, “Will my consumers be laughing with me, or at me?”\r\n\r\nPhoto courtesy of <a href=\"http://www.dressbarn.com/\" target=\"_blank\">DressBarn.com</a>.', 'Laughing (With or) At You?', '', 'inherit', 'closed', 'closed', '', '1053-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 1053, 'http://cbx.cappendev.com/1053-revision-v1', 0, 'revision', '', 0),
(1326, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', '<a href=\"http://cbxblog.com/wp-content/uploads/2010/02/Ty_blog_thumb_nb-e1271796922229.jpg\"><img class=\"size-full wp-image-654\" title=\"Ty_blog_thumb_nb\" src=\"/wp-content/uploads/2010/02/Ty_blog_thumb_nb-e1271796922229.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a> By Ty T.\n<a href=\"http://cbxblog.com/wp-content/uploads/2010/06/whifpressphotocropped.jpg\"><img class=\"size-full wp-image-972\" title=\"whifpressphotocropped\" src=\"/wp-content/uploads/2010/06/whifpressphotocropped.jpg\" alt=\"\" width=\"500\" height=\"300\" /></a>\n\nIf you\'re like me, you buy a bar or bag of chocolate with the intent of rationing it throughout the week. But in reality, you sit down and eat the whole thing at one time. A stop at <a href=\"http://www.dylanscandybar.com/\">Dylan\'s Candy Bar</a> in NYC introduced me to Le Whif - little pieces of heaven.\n\nIf you\'re the type of person who craves chocolate every day, Le Whif is the answer for you. Created by Harvard professor <a href=\"http://artscience100k.org/people/index.html\">David Edwards</a>, Le Whif is a chocolate inhaler that allows consumers to enjoy all the treats they can handle for zero calories. The gadget allows users to breathe in chocolate to curb cravings and satisfy their sweet tooth. It\'s a new, delicious way to eat by breathing! By inhaling the chocolate through the whif, the little bit of powder that ends up on your taste buds gives you all the flavor that a chocolate bar would—minus the calories. The current slate of Le Whif flavors include chocolate, chocolate mint, and chocolate raspberry—and all are less than a single calorie.\n\nSo, indulge your guilty pleasures without putting on any weight. In addition to the chocolate whiffers, you can actually purchase coffee Le Whifs, too. A new way to experience coffee and getting a bit of the caffeine high without the need for a Venti cup. Where will \"whiffing\" go next?\n\nVisit David Edwards\'s <a href=\"http://www.davidideas.com/\">site</a>.', 'Le Whif-Chocoholic&#039;s Dream Without the Calories', '', 'inherit', 'closed', 'closed', '', '934-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 934, 'http://cbx.cappendev.com/934-revision-v1', 0, 'revision', '', 0),
(1327, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', 'A recent trip to Kitty Hawk proved to be a lesson on how pioneering inventors make their innovations real. The Wright Brothers changed the course of history. Through insight, mechanical ingenuity and sheer determination, they brought people into the realm of flight. The world got smaller the day they flew.\r\nHere are 6 key takeaways from Wrights’ innovations for any marketer:\r\n\r\n<strong>1. Be Driven, Not Intimidated</strong>\r\nOrville and Wilbur were not the only ones who were working on powered flight. Many had come before them, and contemporaries had raced to see who could figure it all out first. Early pioneers also had to experiment with (and on) their new equipment themselves. Failure often meant death. Get it wrong once and you might not get a second chance. But rather than be intimidated by these consequences, the Wrights drew more fuel for their fire, giving their work an urgency to help other would-be aviators.\r\n<em>Failure is more than \"not an option;\" it\'s a motivator.</em>\r\n\r\n<strong>2. Build On What You Know</strong>\r\nOrville and Wilbur\'s fascination with flight began as children with a wind-up toy helicopter. They later made their living building bicycles, giving them a skill set in manufacturing, mechanics and fabrication. They also became self-sufficient, often building new machinery when none suited their needs. This proved invaluable when it came time to building a machine that had never been seen before.\r\n<em>What you do today should inform and improve what you do tomorrow.</em>\r\n\r\n<strong>3. Don\'t Trust Anyone</strong>\r\nOne of the Wright Brothers’ contemporaries was a German gliding expert named Otto Lilienthal, who had completed over 2,000 documented glider flights before 1900 and written extensively on rules for successful flight. The brothers used his work as a foundation for their first tests, all of which proved unsuccessful. Turns out, Herr Lilienthal\'s work was wrong––he ended up perishing during one of his test flights. Orville and Wilbur started fresh and came up with the rules of roll, pitch and yaw, the three critical flight dynamic principles that are still used today.\r\n<em>Don\'t rely on experts; become one.</em>\r\n\r\n<strong>4. Allow For Trial &amp; Error</strong>\r\nThough the Wrights lived and worked in Dayton, Ohio, they had to find a location to test their new invention. They sent a letter to the Smithsonian asking for the windiest locations in the country. Though Chicago was at the top of the list, it proved too dangerous for a takeoff or landing. In the end, they chose Kitty Hawk, North Carolina (Kitty Hawk was sixth on the list). Kitty Hawk was windy but also coastal, giving them sand to land on that might help soften an inevitable crash landing.\r\n<em>Plan to make and learn from mistakes.</em>\r\n\r\n<strong>5. Never Give Up</strong>\r\nThe Wright Brothers worked for years before they had a successful flight, pouring all of their financial resources into a task that most thought would never succeed. The summer of 1902 was the year they almost quit. On their way back to Dayton following a glider crash, Orville was quoted as saying, \"Man will fly, but not for a thousand years.\" But after returning home, they got right back to work on their prototype. Twelve months later, they returned to Kitty Hawk and changed the world.\r\n<em>Failure is not when you don\'t succeed but when you stop trying.</em>\r\n\r\n<strong>6. There Is No Finish Line</strong>\r\nThe Wright Brothers\' story does not end after their first flight. They continued to refine their invention, making their plane go higher and faster, and enabling the pilot to have more control. Their early secrecy led to skepticism, with some journalists doubting their claims altogether. Legal wars over patents hurt their public image. They also had to find buyers (not an easy task when nobody in the world had ever been trained as a pilot). Safety problems with later models didn\'t help.\r\n<em>Real innovation is a never-ending journey.</em>\r\n\r\nInnovation is achieved on many different scales, and your challenge may not be to change the course of human history. But the lessons we can learn from those who did may help you reach your goals. Like Orville and Wilbur, the sky might quite literally be your only limit.', 'Learning to Fly: Principles of Innovation', '', 'inherit', 'closed', 'closed', '', '965-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 965, 'http://cbx.cappendev.com/965-revision-v1', 0, 'revision', '', 0),
(1328, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', '<img class=\"size-full wp-image-647\" title=\"Gregg_blog_thumb_nb\" src=\"/wp-content/uploads/2010/02/Gregg_blog_thumb_nb-e1271796602237.jpg\" alt=\"\" width=\"40\" height=\"40\" /> By Gregg L.\n<img class=\"size-full wp-image-313\" title=\"Health Matter\" src=\"/wp-content/uploads/2010/02/Health_matters_logo1.jpg\" alt=\"\" width=\"442\" height=\"210\" />\n\nDear President Obama:\n\nDespite the daily media hand-wringing and furor over your Administration’s ambitious attempt to overhaul the American health care system, one of the most significant obstacles you and your Ivy League All-Star Cabinet face has gone unnoticed: you don’t have a <em>cool name</em> for your plan.\n\nHow excited can one possibly get about something called “The Obama Plan” that features something called “The Public Option?”  The name doesn’t brim with galvanizing energy; it’s so vague that detractors are simply distorting the meaning of both ‘Public’ (likening it to Stalin-era communism) and ‘Option’ (taking what obviously means ‘a voluntary choice’ and implying that the government will force their will upon the people).\n\nBranding consultants know the crucial importance of a unique and differentiating name for consumer products in all categories. Selling a sweeping political initiative to Congress and ultimately to a 300+ million strong nation should not be treated any differently.\n\nSo Mr. President, allow me a little friendly counsel on behalf of the branding community if I may.\n\nThe health care reform proposal needs a great nickname.<!--more-->\n\nNot convinced?  Take a lesson from the history books.  The American political landscape is rife with notable popular names for Congressional Acts, bills, laws and presidential initiatives. Some of these were blessed with killer nicknames that overshadowed their <em>official</em> name, and became part of the American cultural vocabulary and DNA, i.e. Prohibition, Medicare and Social Security.\n\nHistory shows that while a catchy name won’t necessarily get a bill passed, it nevertheless gives you a pretty good head start (see there’s one! Lyndon Johnson started the Headstart program for low-income families in 1965).\n\nIn 1983, the Great Communicator, Ronald Reagan, actually got smart people, big time scholars and scientists to consider, for a little while at least, the feasibility of a Strategic Defense Initiative. The plan in its first iteration called for the deployment<em> </em>of a<em> </em>curtain of x-ray lasers powered by nuclear explosives launched into space. From <em>submarines.</em>\n\nIt became widely known and ridiculed as ‘Star Wars.’ Since it was a fantasy, Star Wars is not really the kind of name you want attached to a multi-billion dollar military program.\n\nGeorge W. Bush had better luck. Just look at <em>No Child Left Behind</em>. Now that’s a name! Even better than a name, that’s a call to action. Its official name was ‘<em>An act to close the achievement gap with accountability, flexibility, and choice, so that no child is left behind</em>’ but it’s the last bit people remembered and could relate to. And did they ever. Congress increased its funding to nearly 25 billion dollars.\n\nAnd he didn’t stop there. W’s administration was brazenly acronym-happy: passing the PROTECT (<strong><em>P</em></strong><em>rosecutorial <strong>R</strong>emedies and <strong>O</strong>ther <strong>T</strong>ools to end the <strong>E</strong>xploitation of <strong>C</strong>hildren <strong>T</strong>oday</em>) Act, the CAN-SPAM (<strong><em>C</em></strong><em>ontrolling the <strong>A</strong>ssault of <strong>N</strong>on-<strong>S</strong>olicited <strong>P</strong>ornography <strong>A</strong>nd <strong>M</strong>arketing</em>) Act, and in perhaps the greatest illustration of just how far you can go if you have a catchy nickname/acronym, passing the USA PATRIOT Act of 2001. The Patriot Act stands for <strong><em>U</em></strong><em>niting and <strong>S</strong>trengthening <strong>A</strong>merica by <strong>P</strong>roviding <strong>A</strong>ppropriate <strong>T</strong>ools <strong>R</strong>equired to <strong>I</strong>ntercept and <strong>O</strong>bstruct <strong>T</strong>errorism</em>.\n\nI have no doubt you have talented people on your staff that are more than capable of coming up with a great name for your health care reform bill.  But, Mr. President, may we submit the following options for your consideration?\n\nThe “Health Matters Act.” It\'s crisp and sounds powerful, as in \"health matters, damn it!\" and \"Let\'s deal with our health matters, people\".\n\nOr what about: \"Healthy America Act.\" This implies that Americans have health coverage – not only that, they’re healthy. If Americans are healthy, then America as a whole will be healthy -- a healthy workforce breeds a healthy economy.\n\nIf those don’t work, we’re working on a few that would work as acronyms now.\n\nSincerely,', 'Letter to the President,', '', 'inherit', 'closed', 'closed', '', '831-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 831, 'http://cbx.cappendev.com/831-revision-v1', 0, 'revision', '', 0),
(1329, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', '<a href=\"http://cbxblog.com/wp-content/uploads/2010/04/Christina-Papale_Blog_Thumb_nb1-e1271798258107.jpg\"><img class=\"size-full wp-image-678\" title=\"Christina Papale_Blog_Thumb_nb\" src=\"/wp-content/uploads/2010/04/Christina-Papale_Blog_Thumb_nb1-e1271798258107.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a> By Christina P.\n<a href=\"http://cbxblog.com/wp-content/uploads/2010/09/trucker-blog-main-1.jpg\"><img class=\"size-full wp-image-1442\" title=\"LEVCORM10034_ww_good_sp.indd\" src=\"/wp-content/uploads/2010/09/trucker-blog-main-1.jpg\" alt=\"\" width=\"500\" height=\"295\" /></a>\n\nI’m simply fascinated by the latest Levi’s marketing work and recently stumbled (or so I think) on their mini-docu-series, advert, whatever, for Braddock, PA on IFC. Levi’s has opted to hitch their brand onto a dying town and dig into its trashy, worn authenticity to gain brand value.\n\n<a href=\"http://cbxblog.com/wp-content/uploads/2010/09/Braddock-PA-image.jpeg\"><img class=\"size-full wp-image-1430\" title=\"Braddock-PA-image\" src=\"/wp-content/uploads/2010/09/Braddock-PA-image.jpeg\" alt=\"\" width=\"499\" height=\"305\" /></a>\n\nI love it. Levi’s is providing the town (near 15% unemployment) with a million bucks and a “Ready to Work” ad campaign hoping to turn the town around. It’s the perfect commercial set featuring real, built-in tragedy with a positive spin.\n\n<a href=\"http://cbxblog.com/wp-content/uploads/2010/09/41582_123015821074560_4672_n.jpg\"><img class=\"size-full wp-image-1433 alignright\" title=\"41582_123015821074560_4672_n\" src=\"/wp-content/uploads/2010/09/41582_123015821074560_4672_n.jpg\" alt=\"\" width=\"200\" height=\"286\" /></a>\n\nI don’t know whether the brand is doing something amazing for the town or vice versa. Maybe by bringing awareness in a warped Michael Moore-ish way, and raising a blue-collar brand flag at the same time, Levi’s is serving everyone involved. Or maybe using the “ready to work” message of the town’s unemployed to sell clothing is really just brand exploitation. What I do know is that this gritty, dark and dreary effort fits perfectly with the down-to-earth, in-the-earth (as in death, like the Burroughs sounding voice-over in recent campaigns) mentality of the current Levi’s brand re-do.', 'Levi’s knocking on death’s door…in a good way', '', 'inherit', 'closed', 'closed', '', '851-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 851, 'http://cbx.cappendev.com/851-revision-v1', 0, 'revision', '', 0),
(1330, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', '<a href=\"../wp-content/uploads/2011/07/KarenSmith_Blog.jpg\"><img title=\"KarenSmith_Blog\" src=\"../wp-content/uploads/2011/07/KarenSmith_Blog-150x150.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a>\r\n&nbsp;\r\n\r\nResearch methodologies have evolved tremendously since my first days in package design.  <a href=\"http://www.programevaluation.org/focusgroups.htm\" target=\"_blank\">Focus groups</a> were pretty much the only game in town back then, and the only revolutionary ideas were group location and discussion flow. Now, we have great options for <a href=\"http://www.socialresearchmethods.net/kb/qualdeb.php\" target=\"_blank\">qualitative, quantitative,</a> and even hybrid qual-quant methods, all designed to get into the consumer’s head.\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/10/mad-man-focus-group.tiff\"><img class=\"alignright size-full wp-image-3768\" title=\"mad-man-focus-group\" src=\"/wp-content/uploads/2011/10/mad-man-focus-group.tiff\" alt=\"\" /></a><img class=\"size-full wp-image-3769 alignnone\" title=\"mad-man-focus-group\" src=\"/wp-content/uploads/2011/10/mad-man-focus-group.jpg\" alt=\"\" width=\"500\" height=\"294\" />\r\n\r\nThere are pros and cons to every type of research. For deep-dive insights into attitudes and behaviors, personally, I’m still a big fan of traditional focus groups and one-on-one interviews, particularly in the beginning stages of brand exploration. Brand managers know the data behind their consumers, but the needs, desires and concerns of the consumers change over time. Digging into these insights become much more meaningful through qualitative research.\r\n\r\n<img class=\"size-full wp-image-3770 alignleft\" style=\"border: 0pt none;\" title=\"greenworks01\" src=\"/wp-content/uploads/2011/10/greenworks01.jpg\" alt=\"\" width=\"89\" height=\"182\" />\r\n\r\nEconomic trends, life stage changes, and “keeping up with the Joneses” can change behaviors and attitudes, creating important shifts in purchase behavior. Or, more importantly, can encourage an attitude, but not a behavior. For several years, natural, organic and better for you have been key trends that the media, consumers and brands have been talking about with great interest. Brands like <a href=\"http://www.greenworkstools.com/\" target=\"_blank\">GreenWorks</a> helped to redefine how companies could play in the “green” space, and based on what consumers were saying attitudinally in segmentation studies, it should have easily been a game changer. Consumers were saying they wanted products that helped them live greener lives, and that they were buying organic or naturally-based products about 50% of the time.\r\n\r\n&nbsp;\r\n\r\nWhen we actually talked to consumers face to face though, and had a chance to probe their real behaviors, the reality was vastly different. We surveyed consumers who, attitudinally through quantitative questioning, indicated that they were “hybrid” greens, looking for natural solutions to their everyday needs. When we talked to these consumers, though, unsurprising they were much more concerned about efficaciousness than how natural a product was. Many went so far as to say that they trusted their usual brands, and the risk of trying a natural product, and potentially being disappointed, was too great. Most of the people we talked to weren’t hybrids, they were light green and they were unlikely to change from that point of view. But we would have never known that if we had not gone to talk to them face to face.<a href=\"http://cbxblog.com/wp-content/uploads/2011/10/women_talking.jpg\"><img class=\"size-full wp-image-3771 alignright\" title=\"women_talking\" src=\"/wp-content/uploads/2011/10/women_talking.jpg\" alt=\"\" width=\"137\" height=\"130\" /></a>\r\n\r\nQuant research has a place. But so does qual. There are few cut and dried answers about when to use which. Having the right discussion about learning objectives and use for research will help agencies and clients figure out what’s right for each situation.', 'Look Me In The Eye When You Say That', '', 'inherit', 'closed', 'closed', '', '898-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 898, 'http://cbx.cappendev.com/898-revision-v1', 0, 'revision', '', 0),
(1331, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', 'When we create brand and product names, we think about how they will travel—across different consumers and even across continents. We make sure they translate appropriately in all the languages that exist in targeted markets. But sometimes, even when you manage to tackle obvious linguistic disasters (no need to remind you of the Nova or Mondelez mishaps, right?), the subtlest pitfalls still lie in cultural savvy. Cultural fluency is key to relevant branding.\r\nLet me give you a personal example.\r\n\r\nAs a non-English native speaker and semiotician, I am constantly learning, observing, searching, studying, and dissecting new words and expressions that not only expand my vocabulary, but also uncover hidden meanings in my adopted culture.\r\n\r\nEverybody knows the importance of idioms when learning a new language. Idioms are your way into a culture; colloquialisms are your linguistic passport. I came from France to New York City seven years ago with the level of English you get out of schoolbooks. But as I was working my way up in my new linguistic environment, I knew I finally got street cred the day I heard myself commenting on my colleague’s work: “It’s awesome!” No more “<em>zees eez hinteresting</em>” or “<em>zat eez not bad.</em>” It was awesome. Now that I was seamlessly using this little trivial word, I thought I was on the right path to master the American culture and English language. But I realized my street cred was only relevant where I gained it. When I relocated to London a few years later, things were not “awesome.” They were “lovely.” No more awe, but love right away. Love from everybody: men and women, youth and less youthful, taxi drivers and the Queen. There, I was experiencing what George Bernard Shaw once said: “England and America are two countries separated by a common language.”\r\n\r\nSemiotics helps uncover the hidden meaning behind language in different cultures and environments. When looking at “awesome” versus “lovely”, it helps to identify the cultural gap between the use of each word. The intent is the same⎯to express excitement⎯but the cultural meaning is different.\r\n\r\nEtymologically, “awesome” means something impressive and/or inspiring. Pronounced in the US, the first syllable is usually heavily accentuated, coming directly from the back of the throat, like an onomatopoeic, emphatic, liberating sound for satisfaction: “awwww.” Then the teeth happily hiss the “s”, and the “m” nasally relieves the intensity of the word. From throat to nose, “awesome” is a multisensory adjective, and linguistics meets culture in the way Americans experience it: “awesome” acts like a rallying cry that reflects all the genuine enthusiasm that Americans can express spontaneously. Now across the pond, the origins of “lovely” are tightly linked to affection and desire. Embraced by British people, the word itself is a delectation: the alliteration of the “l” makes it a sensorial and delicate vessel to express enjoyment, and the final open “y” closes in a flight of lyricism. Here too, the content joins the form in a physical execution that fits the culture: the emotion is contained in the intimacy of the word, like a poem, which ties into the values that British culture is about⎯courtesy, politeness and self-control.\r\n\r\nNow back to not-so-candid naming faux-pas.\r\n\r\nI won’t go into such a detailed analysis of the following, but what could American consumers think they’re getting when they order Saag’s British Bangers (pardon my French) on Amazon? And on the other hand, what do you think comes to mind when a British audience hears about <em>Wet Willies</em>, an Alaskan car-wash company offering two different packages (pun unintended): the <em>Little Willie</em> and <em>Big Willie</em>?\r\n\r\nLanguage is <em>fantastique</em>.', 'Lost in translation', '', 'inherit', 'closed', 'closed', '', '1047-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 1047, 'http://cbx.cappendev.com/1047-revision-v1', 0, 'revision', '', 0),
(1332, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', '<em><strong>“You’re not on OkCupid? Why the hell not?”</strong></em>Two years ago, a colleague of mine, her mouth agape, eyes widened and brow furrowed, posed this challenge about dating in an online age: “How else are you going to meet people?”\n\nAt the time, her concerns, and the prospect itself, seemed ridiculous. Little did I know that swarms of New Yorkers had already hooked up via digital means.\n\nSo here goes my “Hi, my name is Eliza and I have ‘dabbled’ in online dating” (cue awkward shrug and eye roll) confession.\n\nDuring the time that it’s taken me to become just partially cool with the whole thing, online dating has rapidly transformed.\n\nNo longer are people motivated out of desperation, a hook up or dare we say, companionship. Now, it’s all about the tribe. It’s about knowing what you want and clinging to people most like you. It’s about the shared band (or brand) of people. The mystery for the most part is gone (#tear). Just look at the new, tribe-specific sites popping up today:\n\n- If you consider yourself a classy lady (their words, not mine), specifically, an Ivy League student, aspiring model or young actress, and you want a sugar daddy, see seekingarrangement.com or richhookup.com\n- If having an affair is your thing, you’re amongst friends (well, more than friends) at ashleymadison.com\n- If you want a well-endowed man (yes, no lie), try 7orBetter.com (male measurement is required)\n- If you’re a music snob, find someone to share your mixed tape with at tastebuds.fm\n- If politics are your thing, try politicalmate.com\n- And if sports gets you hot, try MVPdate.com\n\nSo what happens now after vetting your prospective date through and through? Well, sadly, we risk losing our self, our personal brand. We put so much credence on belonging to the right cyber matchmaker that we forgo distinction and spontaneity, the very reasons we turned to online dating in the first place.\n\nAnd of course we even get sick of ourselves. (Imagine you had to date yourself or go on several blind dates with yourself. I’d rather pass.)\n\nBecause remaining loyal to a brand is as much about remaining loyal to yourself. If we overlook individuality for the greater whole, how devoted can we really be? So now I can’t help but wonder—how will cyber romance fare over the next decade? Will it become so polarizing that online sites will simply offer up our ‘one and only’ (with no room for error)? How can we know who we really are, if we define ourselves by those just like us? So I ask—how will future dating brands save us from ourselves?', 'Love at first type', '', 'inherit', 'closed', 'closed', '', '985-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 985, 'http://cbx.cappendev.com/985-revision-v1', 0, 'revision', '', 0),
(1333, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', 'What’s important to you? Being popular? Making money? Putting a product you believe in into the marketplace?\nAmerica’s homemaking icon, Martha Stewart, has managed yet again to get serious media attention by becoming the most popular girl on the department store playground.\n\nEarlier this year, J.C. Penney offered Martha millions of dollars for the rights to sell Martha Stewart-branded household products in their store to help with J.C. Penney’s turnaround strategy.\n\nThis would seem like a great business venture for Martha had she not already sold exclusive rights to her home products to Macy’s, and signed a contract that prohibited any other store from selling these exclusives.\n\nIn essence, Martha sold the same rights twice and offended Macy’s by making a deal with a less upscale department store. And all for a few extra million bucks\n\nSo what’s a girl to do? J.C. Penney claims that Martha is a critical piece of their turnaround strategy, while Macy’s says they need Martha products to drive growth. In Macy’s defense, they did take the initial risk  by selling her products post prison sentence. Does she owe Macy’s a thank you? Or is she simply saying, “It’s been real, I\'ll be moving on now.”\n\nThe battle over Martha makes me wonder, when a brand starts to grow up, should it pledge allegiance to the retailer who gave it its first break? Or should it consider financial gains and test other department store waters? Why should she be banned from J.C. Penney shoppers? Their consumers have homes to decorate and meals to cook, too. Why shouldn’t penny pincher Pam in the Midwest, who doesn’t have access to a Macy’s but has a Penney in her mall, be denied easy access to a jewel-toned casserole dish?\n\nFrom a branding standpoint, one can argue that long-term brand building equities wins over short-term financial gains. But since Martha Stewart Living is an established brand, can she afford to take more risks?\n\nDebate as you will. At the end of the day, Martha has managed to come out on top. Matt Lauer recently grilled her on her retailer popularity. He made an interesting analogy around his feelings being hurt if Martha did all cooking segments on the <em>Today Show</em>, and all decorating segments on <em>CBS This Morning</em>. In the fourth hour of that same <em>Today Show</em> segment, she was cheffing up some delicious meatloaf.\n\nSo I guess her brand lives on.', 'Martha: The Most Popular Girl in Retail', '', 'inherit', 'closed', 'closed', '', '982-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 982, 'http://cbx.cappendev.com/982-revision-v1', 0, 'revision', '', 0);
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(1334, 1, '2018-09-24 18:48:58', '2018-09-24 18:48:58', '<a href=\"../wp-content/uploads/2011/05/RachelK.jpg\"><img title=\"RachelK\" src=\"../wp-content/uploads/2011/05/RachelK.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a>\r\n&nbsp;\r\n\r\nA few weeks ago, America was treated to an Italian invasion in the form of<a href=\"http://www.target.com/c/Missoni/-/N-5ouwb\" target=\"_blank\"> Missoni for Target</a>, a special limited edition line of bikes, luggage, clothes and housewares in partnership with the design-centric retailer. Target heavily promoted this campaign with this ad:\r\n\r\n&nbsp;\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/10/missoni.png\"><img class=\"alignnone size-full wp-image-3606\" title=\"missoni\" src=\"/wp-content/uploads/2011/10/missoni.png\" alt=\"\" width=\"445\" height=\"298\" /></a>\r\n\r\n&nbsp;\r\n\r\nWeeks before the launch, fashion and design lovers marked the launch date in their iPhones – but it seems they weren’t the only ones.\r\n\r\n&nbsp;\r\n\r\nBecause when Missoni for Target launched on September 13th (not coincidentally, during <a href=\"http://www.mbfashionweek.com/\" target=\"_blank\">New York Fashion Week</a>), the response was not just overwhelming – it was pure chaos. So many consumers visited Target.com that the site actually crashed! In fact, if you went there in the hopes of purchasing multicolored hand towels and pretty throw pillows, here’s what you found instead:\r\n\r\n&nbsp;\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/10/missoni-2.png\"><img class=\"alignnone size-full wp-image-3607\" title=\"missoni 2\" src=\"/wp-content/uploads/2011/10/missoni-2.png\" alt=\"\" width=\"445\" height=\"331\" /></a>\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\nWhat the what? Doesn’t Target welcome millions of visitors to its site every day? Aren’t they equipped for this sort of thing? Seems the big box retailer was also taken off guard by all the hoopla, so much so that Joshua Thomas, a Target spokeman, the Associated Press that, “This is unprecedented.”\r\n\r\n&nbsp;\r\n\r\nSo why the big run on Missoni? Well, as one who is admittedly addicted to the Flash Sale (e.g., sites like Rue La La, Gilt Groupe, One Kings Lane and The Mini Social that offer new sales of designer products at the same time every day), I understand the allure of getting limited edition items by high fashion labels at a fraction of the cost. Heck, a few years ago I practically clawed a woman to death for a Karl Lagerfeld for H&amp;M dress that STILL hangs in my closet, tags dangling from taffeta, and I am on a first-name basis with my UPS guy thanks to the steady stream of packages from these sites that arrives at my door (I’m equally as familiar with the employee at my local package shop who handles all of my returns). And I have a friend whose office has a rule of not scheduling meetings at or around 12 noon, at the risk of missing out on Gilt Groupe’s daily sales.\r\n\r\n&nbsp;\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/10/gilt-groupe-rocks.jpg\"><img class=\"alignnone size-full wp-image-3615\" title=\"gilt-groupe-rocks\" src=\"/wp-content/uploads/2011/10/gilt-groupe-rocks.jpg\" alt=\"\" width=\"450\" height=\"534\" /></a>\r\n\r\n&nbsp;\r\n\r\nThe attraction of the <a href=\"http://amandaword.hubpages.com/hub/What-is-Flash-Sale-The-New-Business-Mantra\" target=\"_blank\">Flash Sale</a> has everything to do with the “thrill of the kill.” It’s the same reason I first got addicted to eBay: you’re not simply buying an item, you’re winning it! (You can imagine how well this rationale went over with my husband.) But the truth is, these sites can get you into a lot of trouble – which is why it’s interesting to note that they became popular in the years since the 2008 financial crisis. Does purchasing a small, somewhat accessible item at a fraction of the cost make us forget that we are still spending money?\r\n\r\n&nbsp;\r\n\r\nThis sector has been growing by leaps and bounds – by mid-2011, there were around 100 flash sale web sites – which would support the fact that people love the thrill of the kill. In a way, Target can be credited with introducing the concept of the “limited edition sale”: they introduced the “Design for All” program in 1999, with their first collaboration with architect Michael Graves, and have featured several of these sales a year every since, including the Missoni sale. I confess, in recent months I’ve curbed my spending on these flash sale sights, namely because it’s expensive to have a toddler…which is why I did NOT have Missoni for Target on my radar. So when I went to the Target site the day AFTER the sale (unlike most people, I hadn’t marked my calendar), I discovered that nearly 90% of the merchandise was sold out. Feeling like I’d missed a major cultural moment, I immediately went to eBay, where I found hundreds of listings for Missoni for Target towels, clothing and accessories. But right before clicking the “Buy it Now” button, I took a step back and asked myself, “Do you REALLY need this?” And then I walked away, never to look back at all those stripes. Besides, there’s always a new, and therefore better, flash sale or signature collection coming right around the bend.\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;', 'Missoni Madness', '', 'inherit', 'closed', 'closed', '', '897-revision-v1', '', '', '2018-09-24 18:48:58', '2018-09-24 18:48:58', '', 897, 'http://cbx.cappendev.com/897-revision-v1', 0, 'revision', '', 0),
(1335, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', '<a href=\"http://cbxblog.com/wp-content/uploads/2010/03/lucienv2.jpg\"><img class=\"size-full wp-image-727\" title=\"lucienv2\" src=\"/wp-content/uploads/2010/03/lucienv2.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a> By Lucien E.<p style=\"text-align: center;\"><img class=\"size-full wp-image-229\" title=\"jamba_juice-1\" src=\"/wp-content/uploads/2010/03/jamba_juice-1.jpg\" alt=\"\" width=\"260\" height=\"200\" /></p>\nI remember Jamba Juice from when I used to go to school in San Francisco back in the 90s. It was very popular right away with the early adopters, college kids and health/organic-obsessed denizens (the Granola Guerilla I called them) of the Bay Area; I’m going to guess because its colorfully irreverent identity – the word Jamba itself is based on the vaguely celebratory word Jama, common in many West African languages -- and the heavily touted purity of its ingredients. Hey, it worked for Ben &amp; Jerry’s. The company – originally named Juice Club -- was created by 3 students at Cal Poly in San Luis Obispo, a sleepy (read ‘total stoner’) town halfway between San Francisco and LA, a town most famous perhaps for being the birthplace of interplanetary heartthrob Zac Efron and the one-time home of Jack Kerouac (While his seminal novel ‘On the Road’ is often cited as the quintessential American road trip story, most people don’t know he was 100% Québecois! The ‘Jack’ throws everyone off. His real name was ‘Jean-Louis’).\n\nNow a New York Stock Exchange listed, 742 location, 9000+ employee corporation with revenues in the hundreds of millions of dollars, Jamba Juice is probably the leading brand in the quick-serve fruit and vegetable market, but a brand that has seen its position as a dynamic modern consumer preferred option decline significantly in the past few years. This situation, untenable for a publicly traded company of course, has led the company to introduce a whole portfolio of new product offerings, notably non-juice/smoothie solid food(!) offerings,  in an ongoing effort to substantiate its desired position as a healthy, anytime, wholesome, fun destination experience for the entire family.\n\nThere are a handful of locations in New York (21 to be exact, the very first one -- which made its bow in February of 2004 -- located under the escalators inside the always jam-packed Whole Foods at Columbus Circle) and considering the fact that I have not patronized a Jamba Juice in multiple years, I decided to spend a week diligently going to one, in order to see for myself just what this expanded version of Jamba Juice was all about.\n\n<span style=\"color: #ff6600;\"><em>Have you got a Jamba story to tell? Please share them with us by posting a comment.</em></span>\n\n<em> </em>', 'My week with Jamba', '', 'inherit', 'closed', 'closed', '', '836-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 836, 'http://cbx.cappendev.com/836-revision-v1', 0, 'revision', '', 0),
(1336, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', 'It\'s really hard for consumers to remember most product names, but when companies get it right, it can really help their product gain traction. The companies that launched the brands Swiffer, Snuggie and Fitbit all did it remarkably well.\nIt’s especially difficult in cosmetics, where there can be multiple launches a year in face, eye, lip and nail. When I worked in marketing for a cosmetics brand, I learned that consumers only remember the basics, like colors and shapes. For Maybelline, the iconic Great Lash was memorable because of its contrasting colors of pink and green. But names? They are hard to retain, especially with so many shades to choose from.\n\nMost brands shy away from lengthier names, but they lose the richness and storytelling. The truth is, consumers often remember product or variant names when they touch and engage them. So how does a company solve the problem of ownable names? By enlisting brand, culture and people in the foundation of the name development.\n\nOPI and L\'Oreal are great examples of brands that have and continue to develop brand connections with consumers through unique names. OPI set the bar and others have followed. It must have been a big risk to put a six-word name on a tiny bottle, but it paid off—it\'s now a basic requirement in the nail category to have an interesting, fun and evocative name. When your boyfriend remembers the name of the polish \"Affair in Red Square\" you know they are on to something.\n\nHere is what you can learn from OPI that will help you if you are faced with the task of naming a product. First, stay true to the your brand’s core belief and purpose. In an interview for divinecaroline.com, Suzi Weiss-Fischmann, executive vice president and artistic director at OPI, says she tries to put the essence of the brand in each name. That can be hard with dozens of colors launching at a time. The brand’s purpose is “accessible escape” – the color “I’m really not a waitress” is the all time best seller (making the names is their own sort of brand – see the color below on the Dell laptop chassis).\n<p style=\"text-align: justify;\">  <img class=\"wp-image-6877\" style=\"margin-left: 50px;\" title=\"Dell opi\" src=\"http://www.cbx.com/wp-content/uploads/2013/08/dell-mini-10-im-not-really_a_waitress_by-opi-1024x768.jpg\" alt=\"\" width=\"456\" height=\"341\" /></p>\n<p style=\"text-align: justify;\">Second, consider the cultural context. Weiss-Fischmann says she looks into street fashion, food, music and movies, all of which helps her keep her finger on the pulse of popular culture. She also takes into account fashion and runway trends that are leading and uses them to influence naming. While your brand may not be involved in multiple launches a year, it does pay to take into consideration the cultural movements that are affecting the locus of your brand’s geographic market.</p>\nLastly, you have to consider people, i.e., your specific target consumer. OPI nail color naming really keeps their target in mind as part of the name development process – Weiss-Fischmann says she creates nail color for the average woman, whom she observes as inspiration. This works out well for OPI, helping them stay grounded and understand what the consumer would consider an appealing, accessible escape.\n\nBrands can learn a thing or two about naming from winners like OPI, a leader in the nail category known for its unique and memorable monikers. The added benefit of phrasal names is that they are more ownable because they tell more of a story. Regardless of length, the key things to keep in mind throughout the naming process are how the brand, culture and people play a role in developing the right name for your product and help it stand out from the crowd.', 'Nailed it!', '', 'inherit', 'closed', 'closed', '', '996-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 996, 'http://cbx.cappendev.com/996-revision-v1', 0, 'revision', '', 0),
(1337, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', '<img class=\"size-full wp-image-599 alignnone\" title=\"DavidW_Blog_Thumb_nb\" src=\"/wp-content/uploads/2010/04/DavidW_Blog_Thumb_nb-e1271789991691.jpg\" alt=\"\" width=\"40\" height=\"40\" />\r\n<img class=\"size-full wp-image-2875 alignnone\" title=\"Duds_intro\" src=\"/wp-content/uploads/2011/04/Duds_intro.jpg\" alt=\"\" width=\"500\" height=\"356\" />\r\n\r\nInspired by Joe R.\'s recent post called, \"<a title=\"Growing Up Brand\" href=\"http://cbxblog.com/?p=2411\" target=\"_blank\">Growing Up Brand</a>,\" I started thinking about brand names of yesteryear. Two of the visuals in his post were of \"<a title=\"Corn Pops\" href=\"http://en.wikipedia.org/wiki/Corn_Pops\" target=\"_blank\">Sugar Pops</a>\" and \"<a title=\"Honey Smacks\" href=\"http://en.wikipedia.org/wiki/Honey_Smacks\" target=\"_blank\">Sugar Smacks</a>,\" sinfully sweet cereal brands that I\'ve enjoyed my fair share of over the years. Joe mentioned that \"Sugar was not a dirty word back then.\" Having \"sugar\" in the name was no doubt a smart decision at the time; it clearly said that these are sweet products that would immediately appeal to kids. Today, though, I just don\'t think a name like that could be created and sold through the system. First of all, <a title=\"Breakfast High in Sugar Proven Bad for Children  Read more at FYI Living: http://fyiliving.com/research/breakfasts-high-in-sugar-proven-bad-for-children/#ixzz1JXAt9Zgc\" href=\"http://fyiliving.com/research/breakfasts-high-in-sugar-proven-bad-for-children/\" target=\"_blank\">no one is bragging about sugar content</a>, and secondly, the process of branding and naming has changed dramatically over the years. Brand names are now often focus grouped, chosen by management consensus and legal availability.\r\n\r\nIn other words, names are safer these days.\r\n\r\nProduct brands and subbrands often go with generic descriptors masked as brands by add-on suffixes. Thanks to Oscar Mayer\'s successful Lunchables brand, we now have \"ables\" in every section of the grocery. Salad dressing called \"Pourables?\" No shit.\r\n\r\n<img class=\"alignnone size-full wp-image-2878\" title=\"ables_all\" src=\"/wp-content/uploads/2011/04/ables_all.jpg\" alt=\"\" width=\"500\" height=\"506\" />\r\n\r\nThere\'s nothing horribly wrong with names today, but perhaps they wouldn’t be so safe if there weren’t so many checks and balances in today’s world. Let’s face it: Some of the quirky names of yesteryear simply wouldn’t get through the system if they were being introduced for the first time today. Here is a look at three brand names that no consultancy, brand manager or focus group would ever allow to appear on shelves. Not for nothing, they happen to be great names.\r\n<h3><strong>Mister Salty</strong></h3>\r\n<img class=\"alignnone size-full wp-image-2883\" title=\"Salty_New\" src=\"/wp-content/uploads/2011/04/Salty_New.jpg\" alt=\"\" width=\"500\" height=\"338\" />\r\n\r\nMister Salty has been around since at least the early 70\'s and often appeared in commercials as a sailor made of pretzels. Similar to Sugar Pops, using the word \"Salty\" seemed like a great idea at the time, I\'m sure. I thought this brand was phased out until I saw them in my kitchen as part of a pretzel and cheese snack pack.\r\n\r\nActual name: <strong>Mister Salty</strong>\r\nHypothetical focus grouped name: <strong>Mister Wholesome Snackers</strong>\r\nAn even worse name: <strong>Mister Sodium</strong>\r\n<h3><strong>Milk Duds</strong></h3>\r\n<img class=\"alignnone size-full wp-image-2884\" title=\"MD_New\" src=\"/wp-content/uploads/2011/04/MD_New.jpg\" alt=\"\" width=\"500\" height=\"310\" />\r\n\r\n<a title=\"MILK DUDS Candy\" href=\"http://www.thehersheycompany.com/brands/milk-duds/candy.aspx#/1928\" target=\"_blank\">Milk Duds</a> have been around since 1926 and legend has it that F. Hoffman and Company in Chicago was trying to make a perfectly round candy. When they came out lumpy, an employee called the batch \"duds\" and the name stuck. I love this name and it still sounds unique.\r\n\r\nActual name: <strong>Milk Duds</strong>\r\nHypothetical focus grouped name: <strong>Milk Wonderfuls</strong>\r\nAn even worse name: <strong>Milk Blunders</strong>\r\n<h3><strong>Dress Barn</strong></h3>\r\n<img class=\"alignnone size-full wp-image-2885\" title=\"DB_NewStore\" src=\"/wp-content/uploads/2011/04/DB_NewStore.jpg\" alt=\"\" width=\"500\" height=\"376\" />\r\n\r\nDress Barn has been around since 1962 and began in Stamford Connecticut. In 1983 they went public and now have over 700 locations. How is this possible? It\'s a barn full of dresses. Is no one self-conscious walking in the door?\r\n\r\nActual name: <strong>Dress Barn</strong>\r\nHypothetical focus grouped name: <strong>Value Dress Boutique</strong>\r\nAn even worse name: <strong>Dress Trough</strong>', 'Names You Couldn\'t Name', '', 'inherit', 'closed', 'closed', '', '877-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 877, 'http://cbx.cappendev.com/877-revision-v1', 0, 'revision', '', 0),
(1338, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', '<a href=\"http://cbxblog.com/wp-content/uploads/2010/07/Karen-Smith-blog1-e1278536954548.jpg\"><img class=\"size-full wp-image-1125\" title=\"Karen Smith blog\" src=\"/wp-content/uploads/2010/07/Karen-Smith-blog1-e1278536954548.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a> By Karen S.\nI just saw the latest installation in the California dairy campaign.  This particular spot deviates from from the tongue-in-cheek talking cows bit and takes on a more nostalgic angle.  In this newest iteration, we experience the story of California farmers, up close and personal––the smell of the hay, the rhythms of the farm, the faces behind the brand.  It’s all about the local farmers, their love for their farms and their craft.\n\n<a href=\"http://cbxblog.com/wp-content/uploads/2010/07/National-brand-1.jpg\"><img class=\"size-full wp-image-1103\" title=\"National brand 1\" src=\"/wp-content/uploads/2010/07/National-brand-1.jpg\" alt=\"\" width=\"499\" height=\"272\" /></a>\n\nFrito-Lay did the same thing last year, showcasing potato farmers in a little friendly competition over which state had the best potatoes.  While you aren’t privy to the farmers’ names, you feel their pride in their work, and in their home state.  As a viewer, you get that they not only care a lot about the quality of their crop, but are happy to play a part in making Lay’s chips.\n\n<a href=\"http://cbxblog.com/wp-content/uploads/2010/07/National-Brand21.jpg\"><img class=\"size-full wp-image-1134\" title=\"National Brand2\" src=\"/wp-content/uploads/2010/07/National-Brand21.jpg\" alt=\"\" width=\"500\" height=\"276\" /></a>\n\nKashi is taking a slightly different approach, introducing us not to the real people behind the brand, but to the people behind the food. These are people who are passionate about flavor, health, nutrition, as well as the brand. Kashi lets us know that their philosophy of “seven whole grains on a mission” isn’t just lip service but actually a way of life for the people who work there.\n<p style=\"text-align: center;\"><a href=\"http://cbxblog.com/wp-content/uploads/2010/07/National-Brand-4.jpg\"><img class=\"size-full wp-image-1142\" title=\"National Brand 4\" src=\"/wp-content/uploads/2010/07/National-Brand-4.jpg\" alt=\"\" width=\"480\" height=\"300\" /></a></p>\nSo why does this personal and personable approach to branding work? A couple of reasons come to mind.  As the local movement in food grows, mass manufacturers are at a distinct and undeniable disadvantage. Nothing can compare to visiting the local farmer’s market and actually meeting the farmer who raised the chicken who laid the egg this morning that you’ll have for breakfast tomorrow. He’ll talk at length about the types of chicken, feed quality, and yolk color, and buyers feel like they’re not only getting a fresher product, but are contributing to the local economy in a real and visible way. It makes commerce a more personal transaction.  Brands who can create that local, crafted feeling remind us of the real people behind the food that we eat, and make us feel like someone cares about what goes into it.\n\nA second reason?  While the story about a group or a company is “news,” the story about an individual is human interest, particularly if it’s a person from our neighborhood.  We’re curious about the lives of others, and having a real live person--someone like “us”--as the face of the brand is more emotional and compelling than talking cows.  We’re especially interested when the face we see comes from our neck of the woods, like our friends in the Frito-Lay commercials.  We’re proud of our home states and our home cities, and cheer for the local guy.  These “local” connections make us feel like we’re part of the story, and that the brand understands who we are.\n\nIt’s a whole new twist on “think global, act local.”', 'National brands, Local faces', '', 'inherit', 'closed', 'closed', '', '938-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 938, 'http://cbx.cappendev.com/938-revision-v1', 0, 'revision', '', 0),
(1339, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', '<img class=\"size-full wp-image-3065 alignnone\" title=\"RachelK\" src=\"/wp-content/uploads/2011/05/RachelK.jpg\" alt=\"\" width=\"40\" height=\"40\" />\r\n<img class=\"size-full wp-image-3944 aligncenter\" title=\"target-broccoli\" src=\"/wp-content/uploads/2012/01/target-broccoli.jpg\" alt=\"\" width=\"425\" height=\"325\" />\r\n\r\nJust a few weeks after my blog post about Target’s disappointing Fresh campaign, I noticed that the retailer replaced the ads with brand new ones. Did they read my blog, I narcissistically wondered/secretly hoped? (A CBXer with a close friend in senior management at Target said that his friend actually sent my blog to muckety-mucks at the retailer.) More likely/almost certainly, the company was reacting to broader criticism, and whipped out a 2.0 version of the campaign within just a few months of the first launch.\r\n\r\nAnd I am happy to report that this new campaign is MUCH more impactful than its predecessor. Not only is it better looking from a purely aesthetic perspective – it is also totally on brand for Target. In one of the split-screen ads, an adorable little girl (who could be a mini Solange Knowles) gives a disapproving glance at a plain piece of broccoli at left, while at right, we get a beautiful shot of Target’s private label shredded cheddar cheese. Right there, you have the attitude, lightheartedness and slight edge that have given Target such widespread appeal. I’ve only seen a few more ads from the campaign, but they are all equally as successful.\r\n\r\nLast week, Target fired Weiden+Kennedy as its lead ad agency and is bringing most of its design work in-house, farming out occasional campaigns to boutique agencies. I wonder if the Fresh campaign played any kind of role in that decision. Regardless, it will be interesting to see how future campaigns are affected by the shift moving forward. As a long-time Target fan, I’ll be watching with bated breath.', 'Now That’s More Like It', '', 'inherit', 'closed', 'closed', '', '907-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 907, 'http://cbx.cappendev.com/907-revision-v1', 0, 'revision', '', 0),
(1340, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', 'I’ve gotten into the habit of reading the New York Times Real Estate section on Saturdays as a gentle form of self-punishment, since I’ll never be able to buy a home here. Along the same lines, a friend suggested I read Joan Didion’s famous 1967 essay about leaving New York, now known as “<a href=\"http://juliaallison.com/goodbye-to-all-that-by-joan-didion/\" target=\"_blank\">Goodbye to All That</a>”.\nAs I read the essay, I laughed and felt closer to the author because of shared memories of the names of places and brands that were part of her life while living in New York City in her twenties, which still exist. Even though Didion’s essay was published forty-six years ago, I still felt a connection to her.\n\nWhat this connection reinforced for me as a marketer and strategist is that companies should think more about the association between brands, shared experiences, and location of origin as a powerful tool. It’s a trifecta and perfect storm all in one: a stronger brand connection is forged when it is linked to emotions from shared experiences and places.<img class=\"size-full wp-image-7115 alignright\" title=\"Sandra1\" src=\"http://www.cbx.com/wp-content/uploads/2013/10/Sandra1.jpg\" alt=\"\" width=\"119\" height=\"119\" />\n\nOne name she mentioned was <a href=\"http://www.chockfullonuts.com/\" target=\"_blank\">Chock Full O’Nuts</a>, a brand of coffee that originated in New York City coffee shops. It’s still around, and I felt a smile creep on my face when I read that part of her story since it’s one of the brands we have here in the office.\n\n<img class=\"alignleft size-full wp-image-7116\" style=\"margin-bottom: -3px;\" title=\"Sandra 2\" src=\"http://www.cbx.com/wp-content/uploads/2013/10/Sandra-2.jpg\" alt=\"\" width=\"215\" height=\"143\" />If Joan were writing her essay today, some of the local brands she might mention are <a href=\"http://www.rickysnyc.com\" target=\"_blank\">Ricky’s NYC</a> where many of us buy our last-minute Halloween costumes and accessories, or the revamped <a href=\"http://www.duanereade.com\" target=\"_blank\">Duane Reade</a>, with cans of cashews depicting hanging out at a bar or nuts on a subway package, both typical experiences. (Disclosure: CBX designed the Duane Reade store and packaging – hell yeah!)\n\nShe might even mention how the timely <a href=\"http://www.mysportsclubs.com/regions/NYSC.htm?WT.svl=Header\" target=\"_blank\">New York Sports Clubs</a> ads, particularly snarky and relevant, perked her up on a walk to work. Maybe, because of that strong connection and the memories associated with it, she would have felt more compelled to join the club at another city’s location after leaving the city. It would be all because of the strength of the branding and emotional connection to the location.\n<img class=\"size-full wp-image-7117 alignright\" style=\"margin-bottom: -3px;\" title=\"Sandra3\" src=\"http://www.cbx.com/wp-content/uploads/2013/10/Sandra3.jpg\" alt=\"\" width=\"117\" height=\"117\" />\nTo sum it up, for anyone questioning living in New York, I understand. Fully 80% of the population probably questions it at one time or another, and there are some great articles that ponder the question, like this amusing one from The Onion titled “<a href=\"http://www.theonion.com/articles/84-million-new-yorkers-suddenly-realize-new-york-c,18003/\" target=\"_blank\">8.4 Million New Yorkers Suddenly Realize New York Is A Horrible Place To Live</a>”.\n<img class=\"alignleft  wp-image-7119\" title=\"Sandra 4\" src=\"http://www.cbx.com/wp-content/uploads/2013/10/Sandra-4.jpg\" alt=\"\" width=\"286\" height=\"188\" />Having lived in many places, I can honestly say the tradeoffs are worth it – so far! However, for marketers questioning the importance and impact of location-based branding, think again: brands most definitely have the capacity to engender an authentic connection to and amongst people through places and shared experiences. I’m reminded of this whenever I savor a cup of Chock Full O’Nuts.', 'Nuts In New York', '', 'inherit', 'closed', 'closed', '', '1000-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 1000, 'http://cbx.cappendev.com/1000-revision-v1', 0, 'revision', '', 0),
(1341, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', 'One of our core capabilities at CBX is the development of store offers and advisement of c-store clients on how their coffee program should function. I work on many of these coffee program offers and recently experienced an invigorating \"my job applies to the real world\" kind of moment.\r\nThe short-order restaurant next door to my apartment was recently bought, renamed and redesigned. While the changes were nice, they didn\'t change my opinion about the shop. I wasn’t going to order more and was unlikely to sit, much less, sit longer. But good for them for trying something new.\r\n\r\nOne recent morning, as I picked up my coffee and dropped $1.25 on the counter, the cashier informed me that the coffee was now $2.25.\r\n\r\nMy jaw hit the floor. (<em>$2.25 for drip coffee? What? When did that happen? It\'s drip coffee?! Even $1.25 is too much!</em>)\r\n\r\nThe cashier tells me they\'ve changed their coffee brand and upgraded their coffee machine. (<i>Bewildered look still on my face.</i>)\r\n\r\nThe cashier (who may have been the new owner\'s relative) and the short-order cook (from the old guard) saw my reaction and looked embarrassed. \"Yeah, sorry. There have been some changes.\" I threw down the extra dollar, muttering, and walked out with coffee in hand.\r\n\r\nI know, I know—it\'s only a dollar, but an increase to the tune of 80%(!!). Why was I so annoyed? Because I felt that as a loyal customer, the rug shouldn\'t have been pulled out from under me.\r\n\r\nHere\'s what should have happened:\r\n<strong>1. Be upfront. </strong>A renovation, owner or name change does not necessarily lead to price increases. This surprise made everyone uncomfortable (me, because I was clearly unhappy about the change, and the cashier and the cook, because they saw my reaction). You\'re a local business! I see you every day. So let me know what\'s going on. I\'ll understand if you need to raise prices because rent went up, cost of goods increased – whatever. But I\'d appreciate you leveling with me.\r\n\r\n<strong>2. Even better, step change the increase.</strong> Perhaps the new owner should have increased it by $0.25 per quarter or every 6 months. Who knows. But go slowly on this journey of raising prices. It\'s a risky one.\r\n\r\n<strong>3. Sell in the change.</strong> Promote the new product! If the coffee is organic, roasted on a Brooklyn rooftop or extracted from monkey poop… these are all good reasons to pay more. Educate me, so that I can make the right decision for myself.\r\n\r\nNow, putting on a more strategic cap:\r\n\r\n<strong>4. Keep an eye on your competitors.</strong> The nearby coffee houses and the local Starbucks all charge less than $2.25 for a small drip coffee. Sorry connoisseurs, but drip coffee is a commodity. There is nothing in my bodega\'s new offer that will steal market share.\r\n\r\n<strong>5. Know your audience. </strong>The customer base of this greasy spoon is made up of folks who work at the local hospital, construction workers and local residents within a three-block radius. Yes, the redesign includes tables and chairs versus the old counter and stools. But will the locals pay 80% more for coffee that comes in craft paper packaging? Are they going to eat more in a canteen that now boasts a chalkboard wall? What would make those same locals stick with their old digs instead of venturing off?\r\n\r\n<strong>6. Understand the context.</strong> New Yorkers are a unique breed. The limitless choices we have affect our value systems and sensitivities. We love a good deal. We\'re loyal and have strong ritualized behaviors. My advice: take advantage of these traits.\r\n\r\nSo now what? I think that free office coffee is starting to taste a little bit better.', 'NYC coffee is supposed to be a buck!', '', 'inherit', 'closed', 'closed', '', '1022-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 1022, 'http://cbx.cappendev.com/1022-revision-v1', 0, 'revision', '', 0),
(1342, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', 'By David K.\n<img class=\"size-full wp-image-387\" title=\"hello-rewind-case5\" src=\"/wp-content/uploads/2010/03/hello-rewind-case5.jpg\" alt=\"\" width=\"501\" height=\"267\" />\n\nSo, what do you do with all of your old tees?\n\nThose bottom-drawer dwellers plagued by pilling and unseemly holes (a common alpha male strategy: pockmark as brand mark), their once bold and eye-popping college logos — “Go, Bears!” “Go Tigers!” — fading fast into a worn and de-saturated eek?\n\nThe lucky ones re-emerge as kitchen rags, Friday night pajamas, or as go-to-outfit for a Central Park run.  But most await the fate of a trailer-wide recycling vat in a musty building basement.\n\nBut here’s another idea: how about recycle <span style=\"text-decoration: underline;\">and</span> restore them for good use?\n\nHello Rewind, a newly launched social enterprise, is doing just that by taking your old treasured tees, recycling them, and restoring them to a nostalgia-chic laptop sleeve fit for a Mac.\n\nAnd their ode to “re-branding” innovation goes deeper.  They’ll funnel all proceeds into a restoration project of a different kind: the renewal of broken lives from the nearly 17,000 forced into the sex slave trade in New York City.  Trained with basic work and survival skills, many of these victims will then take an active hand in the restoring of your old shirts, and their own lives.\n\nIt’s ingenious recycling of fabric, profit, and social good.\n\nSo the next time you face the heartbreaking dilemma of junking your indispensable ‘86 Mets World Series t-shirt, ­why not keep it … for keeps?\n\nRecycle the tee, donate to a worthy cause, and go retro with purpose and conscience.\n\nIt can do a whole lotta­ good.\n\nFor more information on Hello Rewind, visit <a href=\"http://hellorewind.com\">www.hellorewind.com</a>.', 'Old Sleeves = New Sleeve', '', 'inherit', 'closed', 'closed', '', '843-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 843, 'http://cbx.cappendev.com/843-revision-v1', 0, 'revision', '', 0),
(1343, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', '<em><span style=\"font-weight: 400;\">Last week, we sent a crew of five to </span><a href=\"https://www.expowest.com/ew18/Public/Enter.aspx\"><span style=\"font-weight: 400;\">Natural Products Expo West,</span></a><span style=\"font-weight: 400;\">  one of the leading trade shows in the natural, organic and health product industry where over 80,000 industry professionals gather each year. Our team was there to mingle with a few of our clients (hi <strong>Hain, Mission, General Mills</strong> and <strong>Hormel</strong>) </span><span style=\"font-weight: 400;\">and see what’s new and trending in the natural space. Here are some thoughts from <strong>Damien Moore-Evans, our Engagement Director and Vannett Li, Strategist</strong>: </span></em>\r\n&nbsp;\r\n\r\n<span style=\"font-weight: 400;\">This year, more than years past, we’re seeing brands make a more concerted effort to be culturally relevant, and a greater emphasis on activations that connect with audiences in  immersive experiences that reinforce the brand’s promise. </span>\r\n\r\n<span style=\"font-weight: 400;\">While Expo West obviously showcases those in the natural and organic worlds, the breadth of brands/products and the differentiation of ingredients and benefits they’re touting only emphasizes the growing nature of this category. </span>\r\n\r\n<b>Collagen</b><span style=\"font-weight: 400;\"> was an ingredient many brands highlighted which we found interesting as it is typically associated with beauty regimes; </span><a href=\"https://www.cbinsights.com/research/beauty-tech-startup-market-map/\"><span style=\"font-weight: 400;\">however, as we know the beauty sector only continues to soar,</span></a><span style=\"font-weight: 400;\"> it makes all the more sense that collagen-infused products would find its ways to the supermarket aisle. And what to make of </span><a href=\"https://www.ft.com/content/8e01768e-2142-11e8-8d6c-a1920d9e946f\"><span style=\"font-weight: 400;\">the rise of CBD oil</span></a><span style=\"font-weight: 400;\"> which was a presence at the Expo? This makes us wonder: </span><strong>What other ingredients are people putting on their faces that could possibly be ingested? And should brands be exploring this as they innovate on product creation?</strong><span style=\"font-weight: 400;\"> Another “ingredient” (what does one call safe bacteria and yeast anyway?) is  </span><b>Probiotics</b><span style=\"font-weight: 400;\">. We all know the</span><a href=\"https://globenewswire.com/news-release/2017/01/11/905073/0/en/Global-Dietary-Supplements-Market-will-reach-USD-220-3-Billion-in-2022-Zion-Market-Research.html\"><span style=\"font-weight: 400;\"> supplements industry has been gaining popularity as of late</span></a><span style=\"font-weight: 400;\">, indicating consumers are adamant that what they are consuming not only satisfies their appetite but actually contributes to their body functionality and digestive system. In short, </span><strong>consumers don’t desire solely nourishment, they demand enhancement. </strong>\r\n\r\n<span style=\"font-weight: 400;\">The </span><a href=\"https://www.foodbusinessnews.net/articles/11452-kraft-heinz-flips-boca-burger-for-modern-age\"><span style=\"font-weight: 400;\">relaunch and rebrand efforts of Boca</span></a><span style=\"font-weight: 400;\">, the meatless burger offer from Kraft Heinz was indicative by legacy CPB brands refusing to acquiesce to</span><a href=\"http://fortune.com/2017/12/19/silicon-valley-meatless-meat/\"><span style=\"font-weight: 400;\"> technologists and innovators in Silicon Valley</span></a><span style=\"font-weight: 400;\"> on what non-meat “meats” should taste like. As one of the original leaders of the vegetarian burger, Boca is now facing fierce competition by newcomers like <a href=\"https://www.impossiblefoods.com/burger/\" target=\"_blank\" rel=\"noopener\">Impossible Burger</a>, which is backed and supported by the like Bill Gates and David Chang who know a thing or two about innovating for consumers. </span><strong>We believe the newfound interest in this category is again a reflection of the Millennial generation (soon to be the most dominant in spending power) and their discerning taste and access to choice.</strong>\r\n\r\n<b>On-the-go</b> <b>foods</b><span style=\"font-weight: 400;\">, in the form of snacks and specialized water were prominent at the Expo. Healthy snack items such as yogurt and yogurt drinks (we’re excited to see the upcoming offering from <a href=\"https://www.chobani.com/\" target=\"_blank\" rel=\"noopener\">Chobani</a>). Portability and variety was key and it was most apparent in the increase in flavor offerings from protein and granola bar brands. The continued popularity of bar brands has paved the way to the introduction “kid” friendly bars with companies such as </span><a href=\"https://www.foodbusinessnews.net/articles/11466-protein-bar-makers-see-growth-in-kids-segment\"><span style=\"font-weight: 400;\">KIND</span></a><span style=\"font-weight: 400;\"> and RX introducing their own versions. What we find interesting is the mindset and standards that consumers are applying to their own food consumption is spilling over to their their kin as well. Brands looking to enter the playing field of “kid food” should recognize the importance of tracking not just what’s popular with children’s diets but also,  their parents diets. Brands should ask themselves, </span><strong>“What food trends would parents most likely want to migrate over to their children?” </strong>\r\n\r\n<span style=\"font-weight: 400;\">While some may be apt to call it a “health and wellness” trend, </span><a href=\"http://www.cbx.com/blog/culture-drive-brands/\"><span style=\"font-weight: 400;\">as our co-worker Christina Papale addressed previously in her blog “How Culture Drives Brands”</span></a><span style=\"font-weight: 400;\">, it has become macro and is indicative of more accurately, a movement. Brands looking to capitalize on the movement should not just look at individual production creation nor even a portfolio re-assessment. </span><b>Instead, they should consider how this movement should affect the entirety of how they manufacture and market their entire brand. </b>\r\n\r\n<span style=\"font-weight: 400;\">Beyond the range of brands and products we were introduced to, the myriad of experiential activations further reiterated of one CBX’s core beliefs that the <i>experience</i> the consumer has with the brand, is the brand itself. From airstreams, food trucks, mascots and booths that touted product ingredients (Chobani and Nature’s Path) or the dominance of one ingredient over the other (<a href=\"http://www.adweek.com/brand-marketing/a-tasty-nut-butter-breaks-jellys-heart-in-tragicomic-ads-for-maranatha/\">Maranatha Butter and their “Too Good for Jelly” campaign brought to life by their Sad Jelly mascot)</a>. Activations that engaged were ones that educated and delighted, differentiating themselves from the over 3,000 other brands in attendance. Some of our favorites included the gigantic Sun Bum monkey, the flying wasps digital screen from General Mills and the instantly-noticeable energetic activation from Hippeas.</span>\r\n\r\n<span style=\"font-weight: 400;\">For CBX, an experience like Expo West always does the following - remind us of the unique ways brands are innovating and encourage us to think of how we can do the same for the brands on our roster. Whether it’s introducing a new product or finding a way to bring the products to life, it is pertinent for brands to continually seek ways to demonstrate quality, value and authenticity in what they do and how they communicate. </span><b>After all, a great brand story can only be delivered by a great brand.</b>\r\n\r\n&nbsp;\r\n\r\n&nbsp;', 'Our Thoughts on Expo West 2018', '', 'inherit', 'closed', 'closed', '', '1115-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 1115, 'http://cbx.cappendev.com/1115-revision-v1', 0, 'revision', '', 0),
(1344, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', 'As my husband and I prepare to become first-time parents in mere weeks (or days!), we’ve wondered about what kind of parents we’ll be to our new baby. What kind of relationship will we have with him/her (and how will this change throughout life)? Parenting, and the challenges it brings, had me thinking about parent brands and the relationships they maintain with their “children.” What’s the nature of these dynamics? Are they defined by the industry they’re in? The following are some examples of parent brands and their kin: <strong>Parents? What parents?</strong> The hands-off parents watch from afar. They let their kids run around with lollipops in their mouths and lit matches in their hands. By butting out, these parents teach their children to fend for themselves and learn to right their own wrongs. This approach works mostly in the child’s favor, allowing them to be their own person and grow into their own without the stress of overbearing expectations. On the flip side, these hands-off parents have no control over their child’s actions and their brand counterparts are no different—take a look at two of the most influential global beauty brands of today, L’Oréal and Estée Lauder. Both seem to be buying up every other beauty brand in sight, and yet don’t necessarily share this information through their advertising or product packaging. There is no sign-off on an <a href=\"www.essie.com\" target=\"_blank\">Essie Nail Color</a> ad that has the L’Oréal logo on it. And Estée Lauder doesn’t flaunt its ownership of Aveda or <a href=\"www.bumbleandbumble.com/index.tmpl#1\" target=\"_blank\">Bumble and Bumble</a>. Each brand has its own look, feel and style and isn’t restricted by the guidelines that might come from their heavily involved “parents.” But if these brands mess up, they’ve got to figure out a fix on their own. <img class=\"wp-image-7661 alignleft\" title=\"EssieADV\" alt=\"\" src=\"http://www.cbx.com/wp-content/uploads/2014/03/EssieADV1.jpg\" width=\"651\" height=\"483\" /> <strong>Now you see them, now you don’t.</strong><p style=\"text-align: justify;\">Then we have the kind of parents who guide their children through thick and thin. Whether it’s through a PR ploy or a desire to show off their entire house of products, these brands maintain their parent brands’ sign-off…but not ALL the time. Some months ago, I remember seeing TV commercials for <a href=\"http://www.dove.us/social-mission/campaign-for-real-beauty.aspx\" target=\"_blank\">Dove Beauty</a> and <a href=\"http://www.theaxeeffect.com/\" target=\"_blank\">Axe Body</a> that punctuated the last frame of their ads with the Unilever logo. It was the first time I’d seen parents assert their identity so explicitly. (In product packaging, for example, parent brand logos live on the back of the packaging in a legible size so that anyone who looks can find them [as a consumer, this is a clear signal that Unilever has given its stamp of approval]). Parent brands don’t usually shout their presence from the rooftops, but they are always present to guide their children. <img class=\"size-large wp-image-7658\" title=\"dove11\" alt=\"\" src=\"http://www.cbx.com/wp-content/uploads/2014/03/dove11-1024x529.jpg\" width=\"651\" height=\"336\" /></p>\r\n<strong>Hello helicopter parents.</strong>\r\n<p style=\"text-align: justify;\">And finally, the helicopters. These are the parent brands (not unlike many moms and dads across the country) that can’t seem to get out of their kids’ way. They’re involved in every interaction, every relationship and every step their children take (sometimes even hindering their children from growing into their own because, frankly, they’re ALWAYS there). Take <a href=\"http://www.snackworks.com/\" target=\"_blank\">Nabisco</a>. Any average Joe can tick off products in Nabisco’s portfolio. That’s because Ritz, Oreo, Triscuits and even Swedish Fish are branded with that bright, iconic, red “Nabisco” triangle in the top left corner of their packaging, lest anyone forget the “parent.” This has become a food brand trend— bundling the kiddies together to increase purchasing (i.e., “buy one box of Triscuits and get Ritz half off!”) or brand awareness. Or, to make sure no one ever forgets Nabisco is mom. <img class=\"wp-image-7659\" title=\"screen-shot-2014-03-13-at-5-47-45-am\" alt=\"\" src=\"http://www.cbx.com/wp-content/uploads/2014/03/screen-shot-2014-03-13-at-5-47-45-am.png\" width=\"650\" height=\"348\" /></p>\r\nWho really knows what kind of parents my husband and I will be (we’re closest, I think, to the Unilevers of the world, where we’ll help guide our child to make the right decisions but step back to allow him/her to flourish on their own). There really is no right or wrong approach. No matter which path we take, all parents, like their brand counterparts, probably have the same goal— to raise smart, independent and self-aware children.', 'Parents Just Don’t Understand… or Do They?', '', 'inherit', 'closed', 'closed', '', '1008-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 1008, 'http://cbx.cappendev.com/1008-revision-v1', 0, 'revision', '', 0);
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(1345, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', '<img class=\"alignnone size-full wp-image-4815\" title=\"Lucila_web\" src=\"http://www.cbx.com/wp-content/uploads/2012/09/Lucila_web.jpg\" alt=\"\" width=\"60\" height=\"60\" />\r\nThe London Games was an extraordinary spectacle, to say the least. The Opening Ceremonies—from Her Majesty’s 007 helicopter mission to the grazing sheep in the stadium—poked fun at the host nation’s eccentric and quirky stripes. But what about the real stars of the show, the athletes?\r\n\r\nWe saw some new faces, and some familiar ones we’ve come to love, who represented their countries with grit and grace during competition. But the Games were not without its fair share of scandalous news—the Chinese Badminton team losing matches on purpose; soccer goalies cursing out other players; Olympians who rebelled against Rule 40 that prohibited athletic participants from appearing in advertising during the Games. Not to mention, all the supposed “hook-ups” going on in the Olympic village!\r\n\r\nBut now that the games have been over for a good month, my eyes turn to the after effects of the athletes-turned-celebrities. Which ones have and will work to turn themselves into brands and cash in? Can a person BE a “brand?” There is mixed opinions about this. Some argue that one needs to be able to physically purchase and own a “brand” for the individual to be labeled as one; others believe it’s more about what the “brand” is offering or the experience it’s providing. I tend to side with the latter.\r\n\r\nTake, for example, the Fierce Five gymnasts who grabbed the spotlight after the Games with their whirlwind media tour in NYC and elsewhere (they’ve been since seen on a variety of talk shows and even introduced Alicia Keys at the MTV Video Music Awards in Los Angeles). These girls have spunk, energy and are idolized by millions of girls everywhere Together, they have formed a collective brand that has great potential to succeed and inspire. But in the case of the gymnasts, <a href=\"http://mckaylaisnotimpressed.tumblr.com/http://\" target=\"_blank\">McKayla Marone</a>, we can also see what a little indiscretion can do to your image and how it can ultimately harm “brand value.”\r\n\r\n<img class=\"alignnone size-full wp-image-4713\" title=\"LucilaOlympic2\" src=\"/wp-content/uploads/2012/09/LucilaOlympic2.jpg\" alt=\"\" width=\"431\" height=\"262\" />\r\n\r\nAmerican swimmer and 11-time Olympic medalist Ryan Lochte has also been all over the place in the media landscape—everything from his love interest in Blake Lively to his appearances at this fall’s New York Fashion Week to partying with Prince Henry in Las Vegas—and is an interesting test case for brand development. At this point, he’s really not delivering any type of consistent brand message. Consumers and fans aren’t really sure what they should expect from him, and thus haven’t developed a personal connection to him. Lochte might do well by modeling his brand strategy after more established star athletes like <a href=\"http://dbcollaboration.hm.com/\" target=\"_blank\">David Beckham</a>, who’s been known for his, well um, good looks (his brand endorsements have consistently cast him in roles that showcase his “assets”). Tennis star Maria Sharapova is another. Known for being friendly but intense on court, Sharapova recently launched a line of candies called <a href=\" http://www.sugarpova.com/\" target=\"_blank\">Sugarpova</a> to reflect her personality and image.\r\n<img class=\"alignnone size-full wp-image-4714\" title=\"LucilaOlympic3\" src=\"/wp-content/uploads/2012/09/LucilaOlympic3.jpg\" alt=\"\" width=\"431\" height=\"188\" />\r\nUltimately, a brand may not need to be something tangible. A person can act as “brand” as long as he or she positively conjures a memorable set of images and feelings, and can forge a personal connection between herself and her consumers. Just having status alone won’t cut it. Look at Martha Stewart or Oprah. They have to work hard to manage their brand identities and perceptions. It’ll be fun to see in the next few months which 2012 Olympians can successfully transition from athletes to celebrities to effective brands. This might be the biggest spectacle of them all.', 'Personal Branding and the 2012 Olympics', '', 'inherit', 'closed', 'closed', '', '947-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 947, 'http://cbx.cappendev.com/947-revision-v1', 0, 'revision', '', 0),
(1346, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', 'The <a href=\"http://www.nytimes.com/2015/12/03/fashion/the-2016-pirelli-calendar-may-signal-a-cultural-shift.html?hp&amp;clickSource=wide-thumb&amp;WT.nav=top-stories-below&amp;_r=0&amp;module=CloseSlideshow&amp;region=SlideShowTopBar&amp;version=SlideCard-13&amp;action=click&amp;contentCollection=Fashion%20%26%20Style&amp;pgtype=imageslideshow\" target=\"_blank\">New York Times headline</a> was bold, “The 2016 Pirelli Calendar May Signal a Cultural Shift.” The piece went on to say that the Pirelli brand, a strong supporter and champion of the quintessential male gaze, had taken a radical departure for the 2016 calendar by featuring whole women of accomplishment vs. pieces of female endowment. Brought to you by Annie Leibovitz.\r\nAs a woman, there’s a lot I could say regarding this departure. As a brand strategist, I am interested in Pirelli’s brand message and behavior, and what that says about the brand and about us.\r\n\r\nIn releasing this calendar, it appears that Pirelli is a brand transformed. The New York Times piece presents this transformation in the form of commitment and responsibility. Yet Pirelli, and a few subjects of the calendar, do not necessarily agree. Both Mellody Hobson and Agnes Gund made it clear in The Times article that, “their relationship was with Ms. Leibovitz, not Pirelli.” And Artist Shirin Neshat said, “I didn’t feel like I was selling out by doing this as much as helping Annie support a new idea about female style and beauty.”\r\n\r\nThe piece also presents Pirelli’s perspective:\r\n\r\n“The company itself is careful to say the about-face was Ms. Leibovitz’s idea, and to paint the current calendar as part of a continuum, as opposed to a rejection of its former ways, thus leaving the door open for another switcheroo. Indeed, Marco Tronchetti Provera, the Pirelli chairman and chief executive, said that the pivot is simply another example of the way the calendar “reflects contemporary society.”\r\n\r\nWhat this tells me is that the Pirelli brand is comfortable reflecting contemporary society, and will potentially keep this current perspective as long as contemporary society chooses to represent what seems to be a modern view of women. It also tells me that the brand is uncomfortable taking on the role of leading any societal charge, or shaping how our culture transforms our view of women.\r\n\r\nI wonder if Pirelli, the cultural opportunist brand, even realized how seriously the message would reflect their brand. It could be assumed, without Ms. Leibovitz at the helm, Pirelli would have been happy to launch another artistic T&amp;A pinup calendar. It’s as if the brand quite accidentally became a beacon of feminism, ironically presenting calendar subjects who are proof that first, second, and third wave feminism movements have taken a stronghold in our culture.\r\n\r\nSo perhaps by showing us this calendar, Pirelli is quite accidentally letting us know that we are on the cusp of a cultural shift into a final wave, where we no longer see the large gap in gender realities, where gender and feminism as we know it dissolves, and we are all seen as human beings making independent choices and having accomplishments and failures. Where brands simply speak to people.\r\n\r\nIn 1949, Simone de Beauvoir, the French philosopher stated, “…humanity is male and man defines woman not in relation to herself but as relative to him; she is not regarded as an autonomous being.” Today, the Pirelli brand, in showing us this calendar, has taken a huge leap from a 20th century feminist perspective to a place where humanity is relative not to man, but to our culture.\r\n\r\nThe brand is indeed signaling something. But we shouldn’t expect anything more from them. The Pirelli brand will be happy to signal something else if we—as a culture—let it.\r\n\r\nPhoto courtesy of <a href=\"http://www.nytimes.com/2015/12/03/fashion/the-2016-pirelli-calendar-may-signal-a-cultural-shift.html?hp&amp;clickSource=wide-thumb&amp;WT.nav=top-stories-below&amp;_r=0&amp;module=CloseSlideshow&amp;region=SlideShowTopBar&amp;version=SlideCard-13&amp;action=click&amp;contentCollection=Fashion%20%26%20Style&amp;pgtype=imageslideshow\" target=\"_blank\">New York Times</a>', 'Pirelli Says Behind Every Great Tire Brand is a Great Woman – is the Brand Finally Catching Up with Culture or Leading it?', '', 'inherit', 'closed', 'closed', '', '1054-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 1054, 'http://cbx.cappendev.com/1054-revision-v1', 0, 'revision', '', 0),
(1347, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', 'Last week, senior designer Jonathon Jones was one of six NYC designers to participate in Shutterstock\'s Pixels of Fury live design battle. The competition was fierce: Participants had just 20 minutes to create a brand from scratch for a local brewery.\r\nCheck out the recap <a href=\"http://www.shutterstock.com/blog/designing-beer-labels-in-20-minutes-a-recap-of-pixels-of-fury-nyc?customer_ID=&amp;campaign_ID=shutters.10147705&amp;launch_ID=10084905\">here</a>.\r\n\r\nWe had a blast supporting our CBX teammate. Go team Double J!\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/10/PixelsofFury_07.jpeg\"><img class=\"alignleft wp-image-8586 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/10/PixelsofFury_07.jpeg\" alt=\"PixelsofFury_07\" width=\"1000\" height=\"667\" /></a> <a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/10/PixelsofFury_08.jpeg\"><img class=\"alignleft wp-image-8587 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/10/PixelsofFury_08.jpeg\" alt=\"PixelsofFury_08\" width=\"1000\" height=\"667\" /></a> <img class=\"alignleft wp-image-8589 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/10/PixelsofFury_10.jpeg\" alt=\"PixelsofFury_10\" width=\"750\" height=\"1125\" />', 'Pixels of Fury: Team Double J', '', 'inherit', 'closed', 'closed', '', '1028-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 1028, 'http://cbx.cappendev.com/1028-revision-v1', 0, 'revision', '', 0),
(1348, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', '<img class=\"size-thumbnail wp-image-4158 alignnone\" title=\"JohnFarrar\" src=\"/wp-content/uploads/2012/03/JohnFarrar-150x150.jpg\" alt=\"\" width=\"40\" height=\"40\" />\r\nLike many Americans, I’ve been paying closer attention to politics recently. Unlike many other observers, I’m following each politician’s policy platform and the font they choose to express those beliefs. The Obama campaign changed the political design landscape in 2008 by leveraging the sophistication, clarity and accessibility of brands like Target and Apple. The consistency and the professionalism of that campaign was an order of magnitude beyond campaigns that came before. Obama’s logo expertly used design elements that brands since the late ‘90s had used to signal new thinking. Limited use of color, simple lowercase typography – sometimes with unexpected capitalizations – and simple geometric icons were reminiscent of transparent, accessible brands that looked easy as opposed to overtly marketed.\r\n\r\nHow have the campaigns of 2012 reacted to this changed design landscape? I’ve noticed the Obama team has jettisoned Perpetua and added square serifs to the sans-serif Gotham typeface. I’ve noticed a lot of campaigns copying the superficial appearance of Obama’s logo but with generally less finesse. And I was surprised that none of Mitt Romney’s more conservative competitors have embraced a return to more traditional campaign logos with strong emphasis on strong typography and flag imagery. Meanwhile, the trends march on as exemplified in Apple’s much blogged about recent return to a rainbow logo. I look forward to seeing if any of the candidates “chomp” that design trend for their campaigns (logical choice is cool kid Obama, but only time will tell).\r\n\r\n&nbsp;\r\n\r\n<img class=\"alignnone size-full wp-image-4216\" title=\"JohnBlog1\" src=\"/wp-content/uploads/2012/03/JohnBlog1.jpg\" alt=\"\" width=\"299\" height=\"137\" />\r\n\r\n01. The Obama 2008 campaign logo with original customized Perpetua font and after refinements to the type. The web-site and all other materials used the san-serif font Gotham.\r\n\r\n&nbsp;\r\n\r\n<img class=\"alignnone size-full wp-image-4217\" title=\"JohnBlog2\" src=\"/wp-content/uploads/2012/03/JohnBlog2.jpg\" alt=\"\" width=\"297\" height=\"144\" />\r\n\r\n02. Apple went from Rainbow to monochrome in 1998.\r\n\r\n&nbsp;\r\n<p style=\"text-align: left;\"><img class=\"alignnone size-full wp-image-4219\" title=\"JohnBlog3\" src=\"/wp-content/uploads/2012/03/JohnBlog3.jpg\" alt=\"\" width=\"445\" height=\"282\" /></p>\r\n03. Brands signaled new thinking by using accessible typography, often with eccentric capitalization for a ‘twist.’ It’s also notable how many use a lowercase “i”. It was also common to use a simple monogram icon, often with a fun twist. Method gets extra credit for making an ‘m’ look like a lowercase i.\r\n\r\n&nbsp;\r\n\r\n<img class=\"alignnone size-full wp-image-4221\" title=\"JohnBlog4\" src=\"/wp-content/uploads/2012/03/JohnBlog4.jpg\" alt=\"\" width=\"147\" height=\"147\" />\r\n\r\n04. In 2012 Obama is using a modified Gotham with square serifs specially commissioned by the typographers Hoefler and Frere-Jones. Could this be signaling more stature and experience after four years in office?\r\n\r\n&nbsp;\r\n\r\n<img class=\"alignnone size-full wp-image-4222\" title=\"JohnBlog5\" src=\"/wp-content/uploads/2012/03/JohnBlog5.jpg\" alt=\"\" width=\"600\" height=\"107\" />\r\n\r\n05. Many campaign logos have followed in the Obama campaign’s footsteps. Cuomo and Romney read “uomo” and “omney” Yikes! Huntsman’s logo is minimal but in a more old-school corporate style.\r\n\r\n&nbsp;\r\n\r\n<img class=\"alignnone size-full wp-image-4223\" title=\"JohnBlog6\" src=\"/wp-content/uploads/2012/03/JohnBlog6.jpg\" alt=\"\" width=\"601\" height=\"124\" />\r\n\r\n06. Did Mitt’s competition miss an opportunity to signal more authenticity or conservative bona fides by sticking with more traditional imagery and type treatments?\r\n\r\n&nbsp;\r\n\r\n<img class=\"alignnone size-full wp-image-4224\" title=\"JohnBlog7\" src=\"/wp-content/uploads/2012/03/JohnBlog7.jpg\" alt=\"\" width=\"483\" height=\"137\" />\r\n\r\n07.On the Republican side only Ron Paul’s logo has a high level of design sophistication. Is this because of his greater appeal to young voters?\r\n\r\n&nbsp;\r\n\r\n<img class=\"alignnone size-full wp-image-4225\" title=\"JohnBlog8\" src=\"/wp-content/uploads/2012/03/JohnBlog8.jpg\" alt=\"\" width=\"483\" height=\"144\" />\r\n\r\n08. Does Apples use of a rainbow logo signal another twist in logo trends that brands and campaigns will have to respond to in 2016?', 'Politics and Perpetua*', '', 'inherit', 'closed', 'closed', '', '914-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 914, 'http://cbx.cappendev.com/914-revision-v1', 0, 'revision', '', 0),
(1349, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', '<a href=\"http://cbxblog.com/wp-content/uploads/2010/04/cumulus_01.jpg\"><img class=\"size-full wp-image-404\" title=\"cumulus_01\" src=\"/wp-content/uploads/2010/04/cumulus_01.jpg\" alt=\"\" width=\"500\" height=\"300\" /></a>\n<a href=\"http://cbxblog.com/wp-content/uploads/2010/04/cumulus_01.jpg\">[poll id=\"2\"]</a>', 'Poll: Would you drink this?', '', 'inherit', 'closed', 'closed', '', '844-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 844, 'http://cbx.cappendev.com/844-revision-v1', 0, 'revision', '', 0),
(1350, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', '<img class=\"alignnone size-full wp-image-4815\" title=\"Lucila_web\" src=\"http://www.cbx.com/wp-content/uploads/2012/09/Lucila_web.jpg\" alt=\"\" width=\"60\" height=\"60\" />\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2012/01/Barbie1A.jpg\"><img class=\"size-full wp-image-3925 alignnone\" title=\"Barbie1A\" src=\"/wp-content/uploads/2012/01/Barbie1A.jpg\" alt=\"\" width=\"640\" height=\"232\" /></a>\r\n\r\nEvery time a brand comes out with a new product, I’m interested in how far they’ve pushed the envelope. Is it just a new variation on the product, or a completely new take? The brands that interest me the most are the ones influenced by pop culture and willing to take risks. These brands tend to play up a more edgy side and are not afraid to stir up controversy.\r\n\r\nFor example, take the Tokidoki Barbie that came out last October. Described as a “funky fashionista,” she has a bright pink hairdo and tattoos all over her neck and back, and is sporting leopard-print leggings and a mini skirt. Pretty scandalous, I’d say. Not surprisingly, there was an uproar from parents who claimed it was a bad example for their children; Mattel responded by saying that the doll isn’t necessarily marketed to all audiences. In a poll taken by the <a href=\"http://www.huffingtonpost.com/2011/10/18/tokidokis-tattooed-barbie_n_1018598.html\" target=\"_blank\">Huffington Post</a> asking if they would buy the doll for their child, almost 50% said, “Absolutely, It’s just a toy,” while 30% said the stark opposite, “Never. I don’t like the tattoos.” Personally, I was impressed that Mattel pushed the envelope with the doll. Today’s girls want to see empowered women who aren’t afraid to express themselves, which is exactly what Tokidoki embodies. And I’m pretty confident that young girls know the difference between fantasy and reality – or have parents who can teach them about that difference.\r\n\r\n<img class=\"size-full wp-image-3921 aligncenter\" title=\"Barbie2\" src=\"/wp-content/uploads/2012/01/Barbie21.jpg\" alt=\"\" width=\"245\" height=\"152\" />\r\n\r\nAnother brand pushing the envelope – and which has done so for the past three decades – is Ben &amp; Jerry’s. I’m sure you’ve heard about their latest “limited batch” ice cream flavor, “Schweddy Balls.” Funny, but sort of gross, don’t you agree? The company has always been known for clever names like Phish Food and Cherry Garcia, but the latest introduction – named for an SNL skit from 1998 starring Alec Baldwin – has gotten a lot of (deserved) attention. Some are boycotting the ice cream, saying that the brand has turned something as innocent as ice cream into something vulgar and inappropriate. A <a href=\"http://latimesblogs.latimes.com/nationnow/2011/09/is-ben-jerrys-schweddy-balls-r-rated-ice-cream.html\" target=\"_blank\">spokeswoman</a> for Ben &amp; Jerry’s said they weren’t trying to offend anyone, just trying to have a sense of humor. Interestingly enough, this limited edition flavor might become end up becoming a permanent member of the B&amp;J family because of all the attention it’s received.\r\n\r\n<img class=\"size-full wp-image-3922 aligncenter\" title=\"Barbie3\" src=\"/wp-content/uploads/2012/01/Barbie3.jpg\" alt=\"\" width=\"299\" height=\"242\" />\r\n\r\nThe last brand to get my kudos for taking risks is SnackWell’s – yup, Snackwell’s. The brand launched a new ad campaign and packaging early last year, and they’ve taken a very different approach to their indulgent but calorie-limited treats. The ads, which feature women in leather stiletto-heeled boots and on motorcycles, shouts attitude.   The packaging has also been updated with a green that pops off the shelf and tiger print strips in an array of colors. The new products and reintroduction was inspired by sales that have been lagging since their initial success in 1995. Since the new portion control treats are no longer 100-calories (but rather 130 and 150), the new tagline, “Be bad. Snack well.” makes perfect sense.\r\n\r\nThese brands, and several others out there, prove that when introducing a new product or changing up an existing one, brands need to know their audience and how relevant the product will be for them. Not everyone wants the edginess, but if done correctly, it can pay off big time in the long run.', 'Push It Real Good', '', 'inherit', 'closed', 'closed', '', '906-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 906, 'http://cbx.cappendev.com/906-revision-v1', 0, 'revision', '', 0),
(1351, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', '<em>Technology has, and increasingly continues to, drastically change the way consumers interact with brands and products. No industry has been more impacted than retail. The “death of brick and mortar” is a hot button topic and we continue to see brands, both big and small, place their bets on digital. Additionally, nascent technology- AR, AI, VR- is a curiosity that brands are furiously trying to tackle with, unsurprisingly, the major tech players such as Amazon and Google ahead at the forefront. If you’re a brand these days, how are you supposed to keep up? If you don’t have the access or capital like the big guys, what do you need to be thinking about in order to remain relevant and competitive?</em>\r\n<em>In gearing up for our second <strong>#StraightTalk</strong> event with <a href=\"https://www.linkedin.com/in/brunning/\" target=\"_blank\" rel=\"noopener\">Ben Running, Director of Innovation at Jet.com </a>(Are you coming? Feel free to RSVP <a href=\"https://www.eventbrite.com/e/straight-talk-with-jetcom-tickets-38847195006\" target=\"_blank\" rel=\"noopener\">here</a>), we decided to tackle a few questions in advance. Here are his thoughts on the future of the retail landscape:</em>\r\n\r\n&nbsp;\r\n\r\n<strong>1. The current retail landscape is one that looks vastly different from that of ten years ago or even five years ago. What is your take on what’s currently happening and why people are so perplexed about it? </strong>\r\n\r\n<strong>Ben:</strong> There is so much happening, and the pace is not slowing down. The big trends for me are the shaping up of the Amazon vs. Walmart fight, the store of the future and the experiences it provides, changes in logistics and delivery, the rise of private label and D2C and what it means for big brands, and finally, capturing bigger lifetime value of customers through great services. I’ll discuss each topic briefly:\r\n\r\n<strong>Amazon vs. Walmart</strong>\r\n\r\n“Amazon racing to become Walmart before Walmart can become Amazon” is a great headline, but I don’t think we’re going to end up with two identical e-com giants with B&amp;M retail outlets across the country. Amazon has an undeniable digital advantage in almost every way. You see it in the Echo, AWS, drones, just about everything they do. Walmart needs to catch up, but also leverage (and not destroy) their human advantage. 94% of Americans live within 15 miles of a Walmart and this means very real and emotional human connections for many. Walmart’s challenge is going to be moving these shoppers online, especially lower-income shoppers. Their push to buy groceries online and pick up in-store is a big step in the right direction.\r\n\r\n<strong>Store of the Future</strong>\r\n\r\nThere are great opportunities for brick &amp; mortar retail stores ahead, and we’re starting to see some interesting stuff. Retailers know that people are just going to buy the products online anyway, so instead of stores packed with products, you’re seeing brands using their physical presence to truly impress the experience of their brand upon visitors.\r\n\r\nIt’s often a fun, aspirational experience where the products are center-stage, but they’re demonstrated in the context of the wonderful life they’ll surely create for you. Bonobos Guideshops, Rent The Runway, Warby Parker, Sonos, and popups by Snap and Casper do a great job at creating spaces where you want to spend time.\r\n\r\nApple was an early leader 15 years ago, and they are still advancing. I think calling their stores “town squares” is a bit of a pretentious masquerade, but the core idea is great. It’s not shelves full of iPhones, it’s an aspirational, creative space where you can get a coffee, have fun, hear a talk by an interesting professional, and become immersed in the ethos of the brand for a time (and hopefully buy a $1000 phone!).\r\n\r\nThese are all brands driven by a why (<a href=\"https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action\" target=\"_blank\" rel=\"noopener\">see Simon Sinek’s TED talk \"How Great Leaders Inspire Action\"</a>), and they are using their physical presence to showcase that why, instead of the what they would have traditionally shown.\r\n\r\n<strong>Logistics and Delivery</strong>\r\n\r\nShipping is everyone’s #1 expense, so it’s a big area of focus for Walmart, Amazon and everyone else.\r\n\r\nFast delivery (2 day or less) has become table stakes, shaken up fulfillment and logistics, and is driving retailers outside of traditional fulfillment channels. Look at what Walmart is doing with employee delivery, essentially repurposing available resources in a more consumer-centric manner. Amazon is building and contracting out delivery services with Prime Now, and even leased 40 Boeing 767s for Prime Air service. They claim they this helps them reduce cross-country delivery time from 48 hours to 36 hours.\r\n\r\nLast mile delivery is really coming into focus. It accounts for around 30% of the cost of a delivery and is an area every company wants to innovate around. Drones may not become a thing any time soon (at least not in dense metropolitan areas), but you’re going to see a big push for in-store pickup at Walmart and Whole Foods location, and more deals like the Amazon/Kohl’s in-store returns arrangement.\r\n\r\n<strong>Private label &amp; D2C</strong>\r\n\r\nPrivate label is a huge initiative for Aldi/Trader Joe’s, Lidl, Kroger, Whole Foods, Walmart, Costco and just about everyone else. The quality of the products has increased, with natural and organic products commonly available to meet changing consumer demand. Lots of these brands have tremendous consumer loyalty, with retailers now acting more like D2C companies, and posing a big threat to FMCG and CPG companies like P&amp;G, Unilever, Pepsico, Mondelez, etc.\r\n\r\nRetailers (e-com or B&amp;M) controlling the display space have an upper hand in getting to decide what customers see. Amazon is well-known for diverting traffic away from hot-selling items on their marketplace in favor of 1P or Amazon Basics versions of the same product. This tactic can be used by anyone selling a private label, forcing traditional manufacturers to pay an increasingly high placement fee for space on the shelf.\r\n\r\nI think what we saw a few weeks ago at the P&amp;G shareholders meeting was interesting. Activist shareholder Nelson Peltz very narrowly lost a vote for a seat on the P&amp;G board. He advocates a break-up of the company into more agile units that can better compete and innovate faster. This action is being driven in part by D2C companies like Dollar Shave Club, and their acquisition by Unilever to directly compete against P&amp;G’s Gillette.\r\n\r\n<strong>Capturing Lifetime Customer Value</strong>\r\n\r\nThis is about creating customer loyalty and bringing the user back again and again, making your store their obvious and default choice for future purchases. It manifests through service design, and is an idea that really originated in marketing some 30+ years ago - an ongoing conversation with the user. Companies give customers a seat at the table, customers do the same in return.\r\n\r\nToday, it happens through smart services that get you what you want, when you want it, at the location you want it. Listening to your experiences with products and services, iterating and evolving based on the needs of the customer, conceiving the entire service as a whole so everything works well together, and ensuring that the brand is always present, by providing some kind of value even when a consumer transaction isn’t taking place.\r\n\r\nFor retailers, it means more design thinking and innovation process, customer research, and rapid prototyping. Ways to move faster while mitigating risk.\r\n\r\n&nbsp;\r\n\r\n<strong>2. In terms of these beliefs, do you feel your diverse professional background- coming from publishing and digital- has anything to do with it? Do you believe those who’ve consistently worked in retail come with a different vantage point? </strong>\r\n\r\n<strong>Ben:</strong> I think there are parallels in publishing and retail. Both industries were heavily disrupted by digital technologies over the last 15 years. New upstarts thrived, some old guard giants couldn’t figure out how to make the transition, some big players made the move a little late but are now re-gaining ground.\r\n\r\nA Pew Research study last year found young respondents generally preferred reading the news, rather than watching video or listening to audio. Though BuzzFeed rose to fame on lists and memes and GIFs, during my time there, we also saw that people really do spend a lot of time reading, so we developed long-form editorial content formats that performed well.\r\n\r\nBoth sectors have transformed radically, so if you’ve been in the industry for 30 years, you’ve obviously had to learn and evolve. In fact, I think there’s a “do or die” attitude in both retail and publishing that is driving change. If you don’t want to deal with it, you get out, otherwise, you accept the challenge and innovate.\r\n\r\nOf course there are fundamentals that continue to apply - operating retail supply chains and complex logistics operations takes tremendous experience, but don’t think there’s anyone working in retail with a “same as it ever was” attitude.\r\n\r\n&nbsp;\r\n\r\n<strong>3. In order to meet today’s changing landscape and consumer tastes, how should brands proceed? </strong>\r\n\r\n<strong>Ben:</strong> In short, it’s about customer centricity. Consumers, especially younger generations, expect a premium feel and a bespoke experience. They are accustomed to the slick UI and perfect functionality of social and entertainment apps. They want brands that listen and interact via social media, act responsibly and ethically, and tailor their products to the needs of their customers.\r\n\r\nIs that your customer? Do you know?\r\n\r\nThe most important thing brands can do to understand their customers, and also one of the easiest, is to talk to them. Do it regularly, and talk to lots of them. The early Jet product leadership recognized this was important and invested in hiring a great team of researchers.\r\n\r\nJet researchers do in-home interviews with customers, email surveys, phone calls to follow up on issues, talk to customer support workers, listening in on customer support call, and two days every week, they host actual customers in the office.\r\n\r\nThose customers sit with a researcher and look at Jet products, competitors products, and just about anything else from physical packaging to design prototypes. Research sessions are streamed live internally and findings are shared company-wide.\r\n\r\nI also recommend <a href=\"https://www.thinkwithgoogle.com/marketing-resources/micro-moments/zero-moment-truth/\" target=\"_blank\" rel=\"noopener\">Google’s Zero Moment of Truth</a> work to anyone in product or marketing. There’s probably a discussion happening around your brand and if you’re not part of it, you need to be.\r\n\r\n&nbsp;\r\n\r\n<strong>4. What role does digital and technology need to play in all of this? </strong>\r\n\r\n<strong>Ben:</strong> It’s everything. Though every touch point in your experience may not be a digital touch point, the mobile device is the frame through which it’s viewed. Even if you view yourself as an “offline” business that only sells a physical widget for cash in a physical store, it’s likely that most of the transaction happens digitally.\r\n\r\nYour user probably sees some stimulus or advertising online. They take part in research and discussions online, watch videos, read blogs, check ratings and reviews. They find information on your store on Google and navigate there via Google Maps. When in the store, they price check, do competitive research, or inform themselves on unfamiliar terms or technologies. The user then (hopefully) buys and becomes an advocate for your brand, telling their friends about it on social, reviewing your store on Yelp, maybe making an unboxing video on YouTube.\r\n\r\nCustomer journey mapping is a hugely useful tool for uncovering all of these points. It won’t solve your problems, but it can help uncover user behaviors and sentiment that never even occurred to you.\r\n\r\n&nbsp;\r\n\r\n<strong>5. In the big name retail wars, it is Walmart vs. Amazon with other brands far behind. What companies (or types of companies) do you see being able to catch up and truly compete with these titans and why do you believe so? </strong>\r\n\r\n<strong>Ben:</strong> It’s hard to say, and predicting is generally only a way to look wrong in the future.\r\n\r\nThere are a lot of players out there, and I think we’re due for some consolidation or mergers. Will Target or Costco make a Jet-esque acquisition in an effort to compete? Alibaba is a huge business that doesn’t really operate in the US. The QVC/HSN merger is ostensibly designed to compete with bigger players, but I’m not really seeing that one happening yet. eBay is kind of still there doing its thing, it’s a huge marketplace that is more like an Amazon that people realize.\r\n\r\nAnother interesting idea is a decentralized blockchain based marketplace, but that’s a ways off.\r\n\r\nI’m interested in lower income and rural markets. It’s not a sexy problem, but I think there’s huge potential there. Amazon clearly wants this market, but they are having trouble breaking into it. They’ve cut the cost of Prime by half for Americans who receive government assistance and in September of 2017, Morgan Stanley Research said dollar stores were the sector that it would take Amazon longest to disrupt.\r\n\r\nIn addition to competing for the Prime customer, companies like Walmart should be working to win the dollar store customers, offering competitive products, and converting them to e-commerce and in-store pickup.\r\n\r\n&nbsp;\r\n\r\n<strong>6. What are you most excited for brands to explore and consumers to experience? </strong>\r\n\r\n<strong>Ben:</strong> I’m a bit of an emerging tech geek and I’m really excited by augmented reality. It’s got the potential to be far more than another clever gadget, and actually add real value to the shopping experience.\r\n\r\nAR will help you conquer trust issues - when you shop online, you’re effectively buying a tiny picture on a white background. This is fine for CPG and some electronics, but makes it really hard to buy home decor, fashion, or clothing. Using AR to visual a couch in your living room, a new pair of sunglasses on your face, or comparing a 46” TV vs a 55” TV on your actual wall is going to close some of those trust gaps. You’ll be sure that you are going to like what you buy, and seeing (albeit virtually) a product in your living room can create a tempting incentive for customers.\r\n\r\nWayfair and Ikea are already doing great work with AR furniture previews. Amazon made a cool Google Tango-based app that lets you preview TVs of various sizes on your wall.\r\n\r\nVR is a less accessible technology, but also offers some great possibilities. You can sell a coffee machine by inviting a user to sit with a skilled barista while she personally demonstrates an espresso machine in a San Francisco coffee shop, or ride with a skilled mountain biker while he shows off features of a new bike on the red rocks of Moab.\r\n\r\nApple’s ARKit and Google’s ARCore software are making these things much easier to do. You used to need expensive hardware, but now it’s all on your phone, using AI-powered interpretations of  standard camera data, paired with accelerometer data. This takes the hard, technical part out of AR development and clears the way for the designers and artists to shine.\r\n\r\nAI is also a technology that is changing things in ways we can’t really grasp yet. However, I think the practical implications are going to be needing to shop less (let the machines do it for you), and only concentrate on the shopping you want to do. Of course this has huge implications for brands (would the AI buy a private label instead of brands?), retailers, privacy, and our identity as providers for our family (turns out, many people like to shop, even for basics!), but those will be fun questions we can grapple with in the coming years.\r\n\r\n&nbsp;\r\n\r\n<em><strong>This Thursday, November 8, we are hosting Ben at the New York office for our second #StraightTalk, you can RSVP here- <a href=\"https://www.eventbrite.com/e/straight-talk-with-jetcom-tickets-38847195006\" target=\"_blank\" rel=\"noopener\">https://www.eventbrite.com/e/straight-talk-with-jetcom-tickets-38847195006</a></strong></em>', 'Q&A with Ben Running, Director of Innovation at Jet.com', '', 'inherit', 'closed', 'closed', '', '1092-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 1092, 'http://cbx.cappendev.com/1092-revision-v1', 0, 'revision', '', 0),
(1352, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', '<em>At our third <strong>#StraightTalk</strong> event, we welcomed <strong>Evan Minskoff, Head of Marketing at <a href=\"https://www.tumblr.com/\" target=\"_blank\" rel=\"noopener\">Tumblr</a></strong> and <strong>Bryan Tucker, Co-Founder of </strong> <a href=\"https://thekicker.com/\" target=\"_blank\" rel=\"noopener\"><strong>The Kicker</strong></a> and<strong> Head Writer at <a href=\"https://www.nbc.com/saturday-night-live\" target=\"_blank\" rel=\"noopener\">Saturday Night Live</a></strong> to discuss content and culture with <a href=\"https://www.linkedin.com/in/dustinlongstreth/\" target=\"_blank\" rel=\"noopener\"><strong>CBX’s CMO, Dustin Longstreth</strong></a>. Before we kicked off the evening, we grabbed each of them for a quick-fire <strong>“Q&amp;A With,”</strong> which we’ll be publishing separately.</em>\r\n<em>First up is <strong>Bryan Tucker</strong>, whose background reads like comedy gold: stand-up comedian and sketch actor, comedy writer for TV sketch shows including <strong>The Chris Rick Show</strong> and <strong>Chapelle’s Show</strong>. He is a nine-time Emmy nominee and the recipient of a <strong>Peabody Award</strong> and three <strong>Writers Guild Awards</strong>. Currently, when he’s not writing skits for <strong>Saturday Night Live</strong>, he is Editor in Chief of the sports comedy content website, <strong>The Kicker</strong>. In short, the guy knows content.</em>\r\n\r\n<em>With Bryan, we were keen to get his unique point of view on the power and value of content in today’s information-rich and digitally-perpetuated landscape. Having created content for a variety of mediums for both a massive brand such as <strong>Saturday Night Live</strong> and a more nascent brand such as <strong>The Kicker</strong>, what was his take on how audiences interacted with brands nowadays? And more importantly, what is the role of brands in all of this?</em>\r\n\r\n&nbsp;\r\n<p class=\"p1\"><strong><span class=\"s1\">1.Tell us about The Kicker.</span></strong></p>\r\n<p class=\"p1\"><span class=\"s1\"><strong>Bryan:</strong> The Kicker is a sports comedy vertical, started by Above Average which is the digital arm from Lorne Michaels, the creator of Saturday Night Live. I helped create it because I believed there was an audience for this who were, at the time, underserved. We work with many brands and leagues.</span></p>\r\n<p class=\"p1\"><strong><span class=\"s1\">2.What is the role of a media platform in today’s content-rich digital landscape?</span></strong></p>\r\n<p class=\"p1\"><span class=\"s1\"><strong>Bryan:</strong> I’ve been at Saturday Night Live for 13 years and have witnessed the growth and evolution of digital comedy. When The Kicker first started, Youtube and Facebook were in its early stages and served as platforms to help share our content. Now we’re programming specifically FOR those platforms and the content we create varies for each of them- Twitter, Youtube, Instagram- it’s all very different. Brands will now come to us and say this is a “Facebook play” or a “Youtube play” so because of this, the platforms have become more involved in telling us what to do rather than us using them to do what we want.</span></p>\r\n<p class=\"p1\"><strong><span class=\"s1\">3.What is the significance of content to audiences today?</span></strong></p>\r\n<p class=\"p1\"><span class=\"s1\"><strong>Bryan:</strong> Things have become more narrowcast and you have to work with more specificity. Unlike Saturday Night Live which is such a big tent brand, today’s landscape means creating content for more narrow groups - we have The Kicker creating sports comedy, The Reductress creating comedy for younger women and so on. We are finding that being specific is how you cultivate a loyal audience because you’re programming for them.</span></p>\r\n<p class=\"p1\"><strong><span class=\"s1\">4.What is the role of brands in the content/audience relationship?</span></strong></p>\r\n<p class=\"p1\"><span class=\"s1\"><strong>Bryan:</strong> Brands have become more conscious of the mediums and understand the importance of programming for different platforms. Additionally, they are more willing to work with us to integrate their brands into the content- aiming to make it entertaining first, messaging second. They’ll come to us with their message but then ask us how we can help them deliver that message across in a way that makes sense for the platform and the audience.</span></p>\r\n<p class=\"p1\"><strong><span class=\"s1\">5. For both of your brands- Saturday Night Live and The Kicker- what are the short and long terms goals of the content for audiences?</span></strong></p>\r\n<p class=\"p1\"><span class=\"s1\"><strong>Bryan:</strong> Saturday Night Live has been on for 43 years and is a well-known brand everyone has an opinion on. Most of what we do digitally is to help support the central show and brand. For The Kicker, we are programming for all types of mediums with the intention to get it out in different ways. It’s not necessarily to help one central brand; The Kicker is a more fluid brand that shifts depending on the brand we’re currently working with at the time. With Saturday Night Live, it always goes back to the show.  </span></p>\r\n&nbsp;\r\n\r\n<em><strong>**Stay tuned as we\'ll be posting Evan\'s Q&amp;A soon as well as the full video from our #StraightTalk event!</strong></em>', 'Q&A with Bryan Tucker, Editor in Chief of The Kicker & Co-Head Writer of Saturday Night Live', '', 'inherit', 'closed', 'closed', '', '1116-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 1116, 'http://cbx.cappendev.com/1116-revision-v1', 0, 'revision', '', 0);
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(1353, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', '<em>At CBX, we come across some of the sharpest minds in a myriad of industries; from food, retail, life sciences and beyond, we\'ve been able to count these industry leaders and disrupters as both clients and friends of CBX. In our new <strong>\"Q&amp;A with...\"</strong> series, we turn the spotlight on them. We speak with these experts in their respective fields to get their thoughts on their industry, how technology and societal behaviors have influenced them, and their reflections on our fast-changing cultural and business landscape.</em>\r\n<em>For our launch Q&amp;A, we wanted to explore innovation and design. The public’s understanding and appreciation for design continues to skyrocket as more everyday products are being sophisticatedly and discerningly designed and packaged. From innovative tech products to household pantry items, mass awareness of design has never been higher. Names like Jony Ive and Marc Newson have entered mainstream conversations similar to how tech heroes such as Mark Zuckerberg and Elon Musk are now common topics. We kick off with <strong>\"Q&amp;A with David Dombrowski,\"</strong> in which we speak with <a href=\"https://www.linkedin.com/in/david-dombrowski-645b611/\" target=\"_blank\" rel=\"noopener\">David Dombrowski, Director of Industrial Design and Innovation at Pfizer</a> to discuss the impact of design on consumer behavior and mindset.</em>\r\n\r\n&nbsp;\r\n\r\n<strong>1. From fonts to packaging, everyone seems to have an opinion these days on design. What do you believe has contributed to the recent (if you believe it is recent?) rise in interest of design?</strong>\r\n\r\n<strong>David:</strong> Social media has proliferated design conversation and given more people the opportunity to contribute their opinions. They are exposed to more front-end aspects of design and are becoming much more aware of what they want than they realize. Our role as designers is to help them realize those wants.\r\n\r\n&nbsp;\r\n\r\n<strong>2. Why do you believe the public has become more sophisticated in their design eye and what do you believe are the implications for brands? </strong>\r\n\r\n<strong>David:</strong> I don’t necessarily think it’s the role of the public suddenly having a more sophisticated design eye, but rather a growing community of designers who are becoming more sophisticated in how they design and utilize tools to retrieve consumer input and then designing products people actually desire. Designers are continuously getting better and better at identifying what consumers want and repurposing their needs and wants into products. As a result, the public is benefiting from a far greater volume of well-designed products and services to choose from.\r\n\r\n&nbsp;\r\n\r\n<strong>3. In the health care and life sciences space, what are the advantages design can provide? What are your challenges of incorporating design to customer centric benefit? </strong>\r\n\r\n<strong>David:</strong> The landscape is changing and consumers are more intelligent than ever. Which is why the sophistication and perception of our brand and design in the OTC space is first and foremost about trust - specifically making sure our brands deliver on their promise. Did it take care of my headache- did it do what it said it was going to do?\r\n\r\nWhat is changing is the dramatic increase in information and personal choice consumers now have (and expect) with regard to their healthcare. For example, the consumer approach to OTC is essentially consumers “choosing” their own health care at the shelf. Most consumers select the option perhaps their parents used to give them. They are not necessarily savvy on which will actually solve their specific problem. Because of this, I’m interested in how design can educate and inform the consumer’s health care purchasing decision. Instead of recalling a parent recommendation, how can we design packaging to impact not solely their memory structure, but educate and aid in their shopping process.\r\n\r\n&nbsp;\r\n\r\n<strong>4. Having worked on design across the industry spectrum- from toys, razors and now in the life sciences category, do you see any sort of connecting thread in design?</strong>\r\n\r\n<strong>David:</strong> With CPG, it all comes down to understanding your consumer. The mindset is the same, what’s different is the delivery. Consumers are consumers and regardless of whether it’s designing toys or razors, it’s still about approaching the process with empathy and incorporating those rich anthropological insights gained from ethnographic research. Good design always starts with listening to consumers regardless of what you’re creating.\r\n\r\n&nbsp;\r\n\r\n<strong>5.What does this mean for how products are produced and packaged? And what most excites you? </strong>\r\n\r\n<strong>David:</strong> I’m excited when brands are able to embrace change and everyone can understand its value both to the consumer and the company.\r\n\r\nSo it always starts with the search for what would truly be of value to the consumer. With that insight, we then have the ability to design and demonstrate how a package can help a consumer choose the right product. All too often the packaging and design conversation is almost exclusively about cost reduction. That’s certainly important and necessary. But for me, the most exciting opportunities for design are in value creation.\r\n\r\nIn order to drive that kind of change in the world of mass CPG, it requires you to think in terms of scale. Any proposed change to a product or package must be able to be produced at scale, and often times at many different facilities with varying capabilities. Any improvement must therefore not be evaluated through the lens of our most advanced production capabilities, but rather the lowest common denominator.\r\n\r\nAdditionally, you have to think about how to scale your message and influence within a large manufacturing organization. Only the clearest, simplest ideas and messages that are intuitive and easy to process break through. This does not mean we, Design, should not challenge the system and strive to create new and exciting offerings to our consumer.\r\n\r\n&nbsp;\r\n\r\n<strong>5: CBX does a lot of packaging work and we are very much inspired by cultural cues in our process. How would you say the design culture at Pfizer, which you are helping create, plays a role in the overall business? </strong>\r\n\r\n<strong>David:</strong> We use design to bring business ideas to life. Innovation is woven into the culture of the company. The industrial design &amp; innovation studio is literally located in the heart of the R&amp;D innovation facility, so there is direct line of site to all the products teams. We’re not solely learning and working from inside our walls, but outside as well. Every month, our designers and R&amp;D colleagues get out together and do ‘shop-alongs,’ where we go out alongside consumers to watch them shop and see their perspectives on packages, products and how colors, shapes and on-pack branding and communication effect the decision making process. Ultimately, we believe that in order to think like a consumer, you have to be the consumer. Create something to satisfy yourself and you will inevitably satisfy someone else. If you love it, someone else will love it too.', 'Q&A with David Dombrowski, Director of Industrial Design & Innovation at Pfizer', '', 'inherit', 'closed', 'closed', '', '1090-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 1090, 'http://cbx.cappendev.com/1090-revision-v1', 0, 'revision', '', 0),
(1354, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', '<p class=\"p1\"><em><span class=\"s1\">At CBX, we are rigorous in our pursuit of being at the forefont of conversations in popular culture; our aim is to ensure our work is informed by and consequently, able to contribute to it. The topic of women in higher office in business and politics has been of particular interest when we began working with <a href=\"http://www.sheshouldrun.org/\" target=\"_blank\" rel=\"noopener\">She Should Run</a>, a non-partisan organization encouraging and equipping women with the community and tools to consider running for public office. On the eve of the <a href=\"https://www.womensmarch.com/\" target=\"_blank\" rel=\"noopener\">Women\'s March</a>, in this edition of our \"Q&amp;A with...\" series, we speak with <a href=\"https://www.linkedin.com/in/erinlooscutraro/\" target=\"_blank\" rel=\"noopener\">Erin Loos Cutraro, the CEO and Co-Founder of She Should Run</a> on the importance of creating a brand that resonate in today’s communications-sensitive climate.</span></em></p>&nbsp;\r\n<p class=\"p1\"><span class=\"s1\"><b>1. Tell us what makes She Should Run unique?</b></span></p>\r\n<p class=\"p1\"><span class=\"s1\"><strong>Erin:</strong> Throughout the nearly decade of She Should Run\'s work, we have been dedicated to encouraging women from all political parties, all geographies and all demographics to run for office. We firmly believe in the saying “you can’t be it if you don’t see it” so, for our sisters, mothers, and daughters, we are dedicated to getting more women to run for office - period. </span></p>\r\n<p class=\"p1\"><span class=\"s1\">Women view us as a safe space where they can come and simply explore what it would mean to run for office and take the time to get specific about why they are running, what it would look like and how it affects them and their families without the added pressure of having to commit to a particular political party or group right off the bat.</span></p>\r\n<p class=\"p1\"><span class=\"s1\">It’s also important to make it clear that we’re in this for the long haul. Our work has never been about one candidate, one office, or one election cycle. Our work is about getting more women to run for office at every level of government, which is why last year we launched #250KBY2030, our initiative to get 250,000 women running by 2030. We’re asking women to take a huge step by running for office so we decided to put our money where our mouth was and set our own huge goal.</span></p>\r\n<p class=\"p1\"><strong><span class=\"s1\">2. What compelled you to start She Should Run?</span></strong></p>\r\n<p class=\"p1\"><span class=\"s1\"><strong>Erin:</strong> After being directly involved in politics for a number of years, I decided that it was time to change the playbook because we needed different outcomes with who we saw on the ballot across the country.</span></p>\r\n<p class=\"p1\"><span class=\"s1\"><b>3. What are the differences you’re seeing in how people were interacting with She Should Run before and after Nov 8, 2016?</b></span></p>\r\n<p class=\"p1\"><span class=\"s1\"><strong>Erin:</strong> Women are stepping up to run for office in greater numbers than ever before, and they aren’t necessarily waiting to be asked. Before Nov 8th, 2016 we had approximately 150 women come into our programs per month, since then we’ve had more than 16,000 women join our programs. </span></p>\r\n<p class=\"p1\"><span class=\"s1\">We’re also seeing the number of independent women or women who don’t want to identify with a party increase. There is no one path to elected leadership and every day since the 2016 election, we\'ve seen more and more women realize that they are already qualified and ready to run for office—and there are no signs of that changing anytime soon.</span></p>\r\n<p class=\"p1\"><span class=\"s1\">In our private community spaces, we\'ve also seen women feel empowered to speak candidly and openly about the difficulties and challenges they\'ve faced on their journeys to elected office and on the campaign trail.</span></p>\r\n<p class=\"p1\"><span class=\"s1\"><b>4. In our current political, media and business landscape where precise communications is paramount, how are you framing how you talk about and contextualize She Should Run?</b></span></p>\r\n<p class=\"p1\"><span class=\"s1\"><strong>Erin:</strong> It\'s increasingly important to remind folks that She Should Run is an inclusive organization. We believe that women of all backgrounds, ethnicities, abilities, and all sides of the political spectrum should have an equal opportunity to lead. Running for office isn\'t easy, so it\'s critical that we frame She Should Run as a space where women are welcome who want to run now, in 5 years, 10 years, or even later. We provide women with resources, guidance, support, and community no matter where they are on your journey. We also realize that running for office isn\'t for everyone, so we provide ways for women and men in our community, eager to support the next generation of women leaders, to take action to bring us closer to women\'s equal representation in government. </span></p>\r\n<p class=\"p1\"><span class=\"s1\"><b>5. CBX was introduced to She Should Run to work on the branding and messaging system, as well as ongoing design work. What do you believe is the importance of the role brand and design plays in an organization like She Should Run?</b></span></p>\r\n<p class=\"p1\"><span class=\"s1\"><strong>Erin:</strong> CBX has been instrumental in helping us position ourselves as the go-to organization for women who are considering a run for office. They’ve also created a branding and messaging system that has been critical in building and sustaining our highly engaged community of supporters—their work on our 500,000 Steps campaign for example. Over 16,000 women have reached out to She Should Run since the 2016 election alone and we would not be able to provide resources and guidance to those women without their generous support.</span></p>\r\n<p class=\"p1\"><span class=\"s1\"><b>6. What are your plans for She Should Run for 2018?</b></span></p>\r\n<p class=\"p1\"><span class=\"s1\"><strong>Erin:</strong> The status quo for women is over. 2017 was a seminal moment and we’re only going up from here that’s why the better question is what are our plans for 2030! While 2018 is going to be another step forward, a record number of women running for office, our goal is to build a She Should Run infrastructure that support women when they want to run. It may be this year or 2020 but that’s their decision. </span></p>\r\n<p class=\"p1\"><span class=\"s1\">But the surge of women exploring political leadership confirms that this is the right time to push for a major goal like getting 250,000 women to run by 2030. We plan to continue expanding the talent pool of women running for office in the United States while continuing to provide resources to the over 16,000 women and counting who have reached out to start their journeys to elected office with She Should Run’s programs. The need for a government that looks like the people it represents is more urgent than ever so we will also focus on making our programs accessible and attractive to even more women.</span></p>\r\n<em><strong>For more information on CBX\'s work with She Should Run, check our our Creative Director, Lesley Stordahl\'s interview with <a href=\"https://designobserver.com/feature/for-she-should-run-politics-today-are-all-about-the-brand/39696\" target=\"_blank\" rel=\"noopener\">AIGA\'s Design Observer</a>. </strong></em>', 'Q&A with Erin Loos Cutraro, Founder & CEO of She Should Run', '', 'inherit', 'closed', 'closed', '', '1103-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 1103, 'http://cbx.cappendev.com/1103-revision-v1', 0, 'revision', '', 0),
(1355, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', '<em>At our third <strong>#StraightTalk</strong> event we welcomed <strong>Evan Minskoff, Head of Marketing at <a href=\"https://www.tumblr.com\" target=\"_blank\" rel=\"noopener\">Tumblr</a></strong>, and <strong>Bryan Tucker, Co-Founder of <a href=\"https://thekicker.com\" target=\"_blank\" rel=\"noopener\">The Kicker</a> and Head Writer at <a href=\"https://www.nbc.com/saturday-night-live\" target=\"_blank\" rel=\"noopener\">Saturday Night Live</a></strong>, to discuss content and culture with CBX’s CMO, Dustin Longstreth. Before we kicked off the evening, we grabbed each of them for a quick-fire <strong>“Q&amp;A With.”</strong> See our first session with Bryan <a href=\"http://www.cbx.com/blog/qa-with-bryan-tucker-editor-in-chief-of-the-kicker-co-head-writer-of-saturday-night-live/\" target=\"_blank\" rel=\"noopener\">here</a>.</em>\r\n<em>As Head of Marketing at <strong>Tumblr</strong>, <strong>Evan Minskoff</strong> focuses on transforming insights into growth marketing that lifts mobile daily active users, revenue, and brand equity scores. With an impressive résumé under his belt, Evan’s background includes a number of senior marketing roles at top brands including <strong>Gilt Group</strong>, <strong>About.com</strong>, and <strong>Disney</strong>, as well as<strong> OvationTV</strong> where he served as <strong>SVP, Head of Marketing.</strong></em>\r\n\r\n<em>Being one of the most popular social media platforms out there today, <strong>Tumblr</strong> is a space for members to express themselves and connect with likeminded individuals who share similar passions and interests. But how can brands get involved in such a user-to-user based platform? Evan explains that the key is knowing their audience on a personal level, and keep the organic conversation flowing.</em>\r\n\r\n<strong>1. Tell us about Tumblr’s brand mission.\r\n</strong>\r\n<strong>Evan:</strong> Tumblr is where your interests connect you to your people. The world’s most important passion-based conversations happen on Tumblr to the tune of a million a day from those who love Cosplay to super heroes to social justice or anything else- people are coming here to connect over the things they love. And that’s been our mission for a long time and we’re committed to that.\r\n\r\n<strong>2. What brands do you believe are using social media really well these days specifically Tumblr?\r\n</strong>\r\n<strong>Evan:</strong> All social media isn’t created equal. As it pertains to Tumblr, the brands that are using social media are those that help facilitate passion-based conversations. For example, Jolly Ranchers did a wonderful campaign during finals called “Keep On Sucking,” where they created content native to the platform that allowed students to express their frustrations and elations about finals. It was less about their product and more so facilitating conversations around studying. The brands who really understand their consumers and how they interact with their products in order to facilitate relevant conversations around that engagement are the ones succeeding.\r\n\r\n<strong>3. What are the ways in which users are interacting with Tumblr that excites you the most?\r\n</strong>\r\n<strong>Evan:</strong> What’s most exciting to me is members are using Tumblr to express themselves in an incredible array of ways about the things they are passionate about most. Whether it’s their love of social justice and raising women’s voices or advocating for LGBT rights, or its their love of Riverdale and crafting storylines around the characters that the writers had never even intended, they’re all showcasing and carrying their passions on Tumblr. Members are connecting with different people and POV’s with the same loves and in the process, they’re figuring out who they are and who they want to be.\r\n\r\n<strong>4. What are the opportunities brands should be looking into in social media to bring them closer to their users?\r\n</strong>\r\n<strong>Evan:</strong> On Tumblr, it’s less about a message about buying or selling stuff and more so about getting to know their users, what they’re passionate about, how they live their lives and figuring out how their brands can be used in ways that help people self-express. It’s really about understanding how to fan the flames of conversations.\r\n\r\n<strong>5. What most excites you about technology?\r\n</strong>\r\n<strong>Evan:</strong> I think a more open democratic world has to be the answer. People are using technology to connect with each other on the things they love and their shared interests in ways that’s weren\'t possible before. Bringing people from diverse points of views and backgrounds closer together is probably one of the best values that technology can offer.\r\n\r\n<em><strong>**Stay tuned for our next post to see the full video from #StraightTalk </strong></em>', 'Q&A with Evan Minskoff, Head of Marketing at Tumblr', '', 'inherit', 'closed', 'closed', '', '1125-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 1125, 'http://cbx.cappendev.com/1125-revision-v1', 0, 'revision', '', 0),
(1356, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', '&nbsp;\r\n<em>Over the past few years, design has increasingly becoming a topic of mass discourse. As consumers come to now expect Apple-esque precision in the design of their products and services, design as a concept is being appreciated and scrutinized on a much wider scale. It is impossible to discuss design without referencing <a href=\"https://www.pantone.com/\" target=\"_blank\" rel=\"noopener\">Pantone</a> and of course its “Color of the Year,” as what once was a tool used by printers and manufacturers is now a name that appears in the local Sephora as a make-up shade or a conversation topic debated by aesthetic connoisseur of all types. We celebrate the announcement of 2018\'s Color of the Year <a href=\"https://www.pantone.com/color-of-the-year-2018\" target=\"_blank\" rel=\"noopener\">(It\'s Ultra Violet!)</a> with this edition of our Q&amp;A where we speak with <a href=\"https://www.linkedin.com/in/lauriepressman/\" target=\"_blank\" rel=\"noopener\">Laurie Pressman, VP of Pantone Color Institute</a> to understand the evolving nature of design in culture and what role a company like Pantone plays in it.</em>\r\n\r\n&nbsp;\r\n\r\n<strong>1. Design, as concept/practice/expertise, continues to enter mass conversation and cultural and business activity. What are your thoughts on this?</strong>\r\n\r\n<strong>Laurie:</strong> As design and design thinking moves to the forefront of the conversation, the symbiotic nature between color thinking and design continues to strengthen.  We are living in an increasingly visual society, one where consumers have become more confident to visually self- express. At the same time, the ability to stand out and distinguish oneself and one’s brand has become that much more challenging.\r\n\r\nFrom Instagram and Snapchat to Tumbler, Twitter and Pinterest – not to mention blogs, print, TV, there is a treasure trove of destinations from which we can not only indulge and satisfy what seems to be an insatiable desire for new design and color inspiration, but one where each and every one of us can contribute as well.\r\n\r\nFrom a color and design perspective, I love to see design and the appreciation of the concept/practice/expertise of design continuing to be a part of mass conversation, cultural and business activity. The visionary aspect of creativity and design is what drives us forward.  It is what points us toward the future.  Not only from an aesthetic perspective but also from a technological innovation standpoint in terms of new materials and processes and just new ways of thinking and doing things.\r\n\r\n&nbsp;\r\n\r\n<strong>2. As such, what role does Pantone play in this current landscape? </strong>\r\n\r\n<strong>Laurie:</strong> Pantone’s role is to help educate about the role of color in design.  With approximately 80% of human experience filtered through the eyes, visual cues are vital in getting a message across.  Color creates associations and acts as a visual identifier. Color is the most powerful communication tool, even more important than shape or explanatory words in getting a message across.\r\n\r\nEach color contains its own unique message and meaning and has the ability to immediately broadcast who we are and the image we are looking to convey. From infancy through adulthood the colors in our environment affect or express our deepest impulses although this is not always readily verbalized or even consciously understood.  In fact, most of our reactions to the universal yet silent language of color operate outside of our conscious awareness.  From a cultural perspective, color reflects and communicates what is taking place in our culture at a particular moment in time; perceptions of color can remain fairly constant, change considerably or simply evolve.  Because of the fluidity of consumer color perception, we conduct ongoing consumer color preference studies at the Pantone Color Institute to ensure our color information is current and relevant.\r\n\r\n&nbsp;\r\n\r\n<strong>3. Last year, Pantone selected ‘Rose Quartz’ as one of the two colors of the year. As we all know, it was quickly renamed (albeit unofficially) </strong><a href=\"https://urldefense.proofpoint.com/v2/url?u=https-3A__www.thecut.com_2017_03_why-2Dmillennial-2Dpink-2Drefuses-2Dto-2Dgo-2Daway.html&amp;d=DwMFaQ&amp;c=9mghv0deYPYDGP-W745IEdQLV1kHpn4XJRvR6xMRXtA&amp;r=5T7QlHs1yBa_NXfgmK-EX42Tfkiiy7mSkdzYbmG6aic&amp;m=z1xhobAPXHYzUrfZZMtWOXQbMf3s_Jpyl-pcbnTB4xs&amp;s=8y7tlEqvhXbxC1TZdmoDG6SLiJM2c_368Sd1DMWOtAM&amp;e=\"><strong>‘Millennial Pink’ and is now everywhere.</strong></a><strong> Which came first — your crowning of the color and it appearing everywhere or your noticing of how prominent a role the color was playing in the world? </strong>\r\n\r\n<b>Laurie: </b>The PANTONE Color of the Year selection process is very thoughtful and a lot of consideration is given to our color choices.  It is not a prediction but rather a report on what we are seeing and why this is happening right here, right now. Keeping in mind that color is a language that reflects the global mood, the color we select to be our PANTONE Color of the Year is symbolic; a color that can communicate out the color message that best reflects what is happening in our global culture at a specific moment in time; a color we see crossing all areas of design that serves as an expression of a mood and an attitude; a color that will reflect what people are looking for, what they feel they need that color can help answer.   With color and context so intertwined, there are strong reasons why a color family or individual colors come into prominence when it does, and for the most part the popularity of a color reflects the age that we are living in.\r\n\r\nWith the selection of the combination or fusion of PANTONE 15-3919 Serenity and PANTONE 13-1520 Rose Quartz, we expressed the need for harmony in a chaotic world, reflecting a desire for balance and well-being as an antidote to the stresses of modern life, as well as the societal shift and fluid nature surrounding gender and identity.\r\n\r\n&nbsp;\r\n\r\n<strong>4. What role does color play in the world of marketing and branding?</strong>\r\n\r\n<strong>Laurie:</strong> Color plays an outsize role in the world of marketing and branding.  Specifically to branding, color is the first thing which people see and connect to so color choice is inextricably linked to consumer perception/brand visual identity and is a great way to transcend language barriers in our global world.\r\n\r\nThe marriage of color and design in packaging and marketing also plays a critical role in consumer engagement as it can bring cohesion or not.  This includes the integration of color into design as well as the backdrop of the color story to the message that is being communicated.   When product, package and message come together in such a way so as to effectively and seemingly effortlessly deliver the brand vision, it is pure magic, one whose beauty can be described as positively exquisite.\r\n\r\n&nbsp;\r\n\r\n<strong>5. What role does technology play at Pantone and how do you see Pantone’s activity present in technological advancements in recent years? </strong>\r\n\r\n<strong>Laurie:</strong> Technology plays a big role at Pantone and there are many areas in which we are working.  From our Pantone Studio app to help clients select color for design and PANTONELIVE which is a process that ensures color control across materials from the beginning of the design process through to production as well as something new we are working on which addresses color appearance throughout a wide range of material formats.\r\n\r\nHowever, with that said, the importance of a visual standard cannot be underestimated.  The gamut of color onscreen is different than what we see and can be achieved in the physical world.   It is the combination of the efficiency and scientific accuracy which technology has brought in combination with the physical PANTONE color standard that is the foundation for color success.\r\n\r\n&nbsp;\r\n\r\n<strong>6. You addressed the importance of color in the digital world in a LinkedIn article last year. How do you feel the migration of activity to online has affected design in general?</strong>\r\n\r\n<strong>Laurie:</strong> The migration of activity moving online has changed our approach to design in that it enables us to create possibilities and see virtual results more quickly.  I don’t see moving online as a replacement to tactility, materiality and craft but instead as an enhancement.   We do not live in a computer screen and what is being created is not flat but instead three-dimensional.  From ergonomics and touch to real life physical appearance, I feel what takes place in the physical world is very important to design and represents skill sets and processes which cannot afford to be lost.  What may appear well and useful on screen may not play itself out as well in the physical world so in that sense I see online design as a way to move things through more quickly but not as a replacement for materiality.', 'Q&A with Laurie Pressman, VP of Pantone Color Institute', '', 'inherit', 'closed', 'closed', '', '1096-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 1096, 'http://cbx.cappendev.com/1096-revision-v1', 0, 'revision', '', 0),
(1357, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', '<b>A take on rebranding Hillary Clinton for 2016</b>\r\nMy father, an unapologetic Fox News watcher, sent me an article last month that I actually read, <a href=\"http://www.washingtonpost.com/politics/the-making-of-hillary-50-marketing-wizards-help-reimagine-clinton-brand/2015/02/21/bfb01120-b919-11e4-aa05-1ce812b3fdd2_story.html\" target=\"_blank\">The Making of Hillary 5.0</a> (originally published in the Washington Post). I’m guessing my father thinks that it would be nearly impossible for her to rebrand herself in time for the 2016 presidency, but that’s exactly what she and her staff are attempting.\r\n\r\nAs a brand strategist, what would I recommend her rebranding team do? Apply the three-pronged formula that we use with clients: role, personality, and behaviors.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/03/Role.jpg\"><img class=\"wp-image-8860  alignleft\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/03/Role.jpg\" alt=\"Role\" width=\"308\" height=\"271\" /></a>First, Ms. Clinton’s team has to define her role as presidential candidate. Let’s use ‘sage’ as an example. It’s believable, ownable, and authentic and shows that she is going to use intelligence and analysis to understand the world. She has unique experience across many branches of government in many capacities and over many years, definitely experience that she should tout.\r\n\r\nNext, the team has to decide which personality traits Ms. Clinton conveys that ladder up to her role as a ‘sage.’ In keeping with this choice, the presidential hopeful should embrace characteristics like self-awareness, discernment, and discipline in her rebranding efforts. Why these traits?\r\n\r\n• Self-awareness will allow her to confidently reflect what she knows to be true and the reasons for her actions\r\n• Discernment will allow her to exercise judgment as one who upholds the law and represents the needs of the American people\r\n• Discipline will allow her to capitalize on the perception that she gets things done\r\n\r\nThese characteristics would truly reflect her DNA and appeal to naysayers and fans alike.\r\n\r\nFinally, the team should focus on Ms. Clinton’s behaviors. The old adage “actions speak louder than words” rings true, and consistency is the best approach. To truly embody the attributes identified above, Ms. Clinton should do the following early and often:\r\n\r\n• Acknowledge her actions, rationale, and motivation (self-awareness)\r\n• Distill the American people’s highest priority needs—take advantage of her experience serving in public office (discernment)\r\n• Focus the message on how her presidency in particular will address the highest priority needs of the country as a whole and actually get them done (discipline)\r\n\r\nIt’s anybody’s guess at this early stage, but one thing we do know is that ‘Hillary Clinton for 2016’ is relying heavily on rebranding. The best advice I can give is to follow through on defining her role, personality, and behaviors to create a strong brand, and then––may the best candidate win.', 'Rebranding a person—is it possible?', '', 'inherit', 'closed', 'closed', '', '1035-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 1035, 'http://cbx.cappendev.com/1035-revision-v1', 0, 'revision', '', 0),
(1358, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', 'Every year the Westminster Dog Show provides an opportunity to see the vast portfolio of dogs the canine species has to offer. From a brand perspective there’s a problem though – the brand portfolio architecture is stuck in the 1880s.\r\n<strong>Sporting\r\n</strong><a href=\"http://www.usatoday.com/story/sports/2016/02/16/german-shorthaired-pointer-cj-wins-westminster-dog-show/80482536/\" target=\"_blank\">Photo courtesy of USA Today</a>\r\n\r\n<strong><a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Sporting.png\"><img class=\"alignnone wp-image-9614 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Sporting.png\" alt=\"Sporting\" width=\"899\" height=\"675\" /></a></strong>\r\n\r\n<strong>Working</strong>\r\nPhoto courtesy of <a href=\"http://www.pbs.org/newshour/rundown/photos-dogs-dogs-westminster-dog-show/\" target=\"_blank\">PBS</a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Working.png\"><img class=\"alignnone wp-image-9615 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Working.png\" alt=\"Working\" width=\"900\" height=\"600\" /></a>\r\n\r\n<strong>Hound</strong>\r\nPhoto courtesy of <a href=\"http://fox5sandiego.com/2015/02/17/miss-p-a-beagle-takes-crown-at-westminster-dog-show/\" target=\"_blank\">Fox 5 San Diego</a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Hound.png\"><img class=\"alignnone wp-image-9616 size-large\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Hound-1024x682.png\" alt=\"Hound\" width=\"1024\" height=\"682\" /></a>\r\n\r\n<strong>Herding\r\n</strong>Photo courtesy of <a href=\"http://www.usnews.com/news/sports/articles/2016-02-16/rumor-the-german-shepherd-is-crowd-favorite-at-westminster\" target=\"_blank\">US News</a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Herding.png\"><img class=\"alignnone wp-image-9617 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Herding.png\" alt=\"Herding\" width=\"899\" height=\"914\" /></a>\r\n\r\n<strong>Toy</strong>\r\nPhoto courtesy of <a href=\"http://www.forbes.com/sites/kristintablang/2016/02/16/westminster-dog-show-2016-cj-german-shorthaired-pointer/#4decda5a7559\" target=\"_blank\">Forbes</a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Toy.png\"><img class=\"alignnone wp-image-9619 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Toy.png\" alt=\"Toy\" width=\"900\" height=\"600\" /></a>\r\n\r\nWhat’s wrong with this list? It’s not nice to call your best friend a toy, for one thing. For another, herding is work; ask any parent. Most importantly, this is not how people shop for a dog. Brand architecture should reflect the decisions consumers make when deciding what to buy. So let’s look at this portfolio from the perspective of actual (or aspiring) dog owners and the questions in their minds as they shop.\r\n\r\n<span style=\"text-decoration: underline;\"><strong>Will this dog fit in my living space?</strong></span>\r\n\r\n<strong>Apartment dogs\r\n</strong>Photo courtesy of <a href=\"https://www.pinterest.com/pollyplummer/iggy-stuff/\" target=\"_blank\">Pinterest</a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Italian-Greyhound.png\"><img class=\"alignnone wp-image-9620 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Italian-Greyhound.png\" alt=\"Italian Greyhound\" width=\"899\" height=\"674\" /></a>\r\n\r\n<strong>Subset – New York City apartment dogs (aka, have enough head room to clear an Ikea coffee table) </strong>\r\n\r\nPhoto courtesy of <a href=\"http://izismile.com/2012/05/05/places_youd_never_think_to_find_a_corgi_23_pics_2_gif.html?fromt=yes\" target=\"_blank\">Izismile</a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Corgi.png\"><img class=\"alignnone wp-image-9621 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Corgi.png\" alt=\"Corgi\" width=\"900\" height=\"675\" /></a>\r\n\r\n<strong>Townhouse dog\r\n</strong>Photo courtesy of <a href=\"http://condensable.rssing.com/chan-1116070/all_p7.html\" target=\"_blank\">Rssing</a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Boxer.png\"><img class=\"alignnone wp-image-9622 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Boxer.png\" alt=\"Boxer\" width=\"900\" height=\"596\" /></a>\r\n\r\n<strong>Suburban dogs\r\n</strong>Photo courtesy of <a href=\"http://areawoods.blogspot.com/2015/11/dog-house-plans-border-collie.html\" target=\"_blank\">Areawoods</a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Border-Collie.png\"><img class=\"alignnone wp-image-9623 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Border-Collie.png\" alt=\"Border Collie\" width=\"900\" height=\"900\" /></a>\r\n\r\n<strong>Free range dogs\r\n</strong>Photo courtesy of <a href=\"http://archive.constantcontact.com/fs031/1106936993917/archive/1108980085032.html\" target=\"_blank\">Constant Contact</a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Great-Dane.png\"><img class=\"alignnone wp-image-9624 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Great-Dane.png\" alt=\"Great Dane\" width=\"900\" height=\"666\" /></a>\r\n\r\n<span style=\"text-decoration: underline;\"><strong>How will this dog make me look?</strong></span>\r\n\r\n<strong>Fashionable\r\n</strong>Photo courtesy of <a href=\"https://www.instagram.com/ralphiethecockapoo/\" target=\"_blank\">Ralphie the Cockapoo</a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Ralphiethecockapoo.png\"><img class=\"alignnone wp-image-9625 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Ralphiethecockapoo.png\" alt=\"Ralphiethecockapoo\" width=\"900\" height=\"938\" /></a>\r\n\r\n<strong>Fabulous</strong>\r\nPhoto courtesy of <a href=\"http://www.poodleforum.com/3-poodle-pictures/100586-action-shots.html\" target=\"_blank\">Poodle Forum</a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Poodle.png\"><img class=\"alignnone wp-image-9626 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Poodle.png\" alt=\"Poodle\" width=\"899\" height=\"538\" /></a>\r\n\r\n<strong>Intimidating</strong>\r\nPhoto courtesy of <a href=\"http://www.swisslickswissies.com/index.php/archives/tag/greater-swiss-mountain-dog/page/13\" target=\"_blank\">Swiss Licks Wissies</a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Greater-Swiss-Mountain-Dog.png\"><img class=\"alignnone wp-image-9627 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Greater-Swiss-Mountain-Dog.png\" alt=\"Greater Swiss Mountain Dog\" width=\"900\" height=\"600\" /></a>\r\n\r\n<strong>Approachable\r\n</strong>Photo courtesy of <a href=\"http://www.ohmidog.com/tag/bichon-frise/\" target=\"_blank\">Oh Mi Dog</a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Bichon-Frise.png\"><img class=\"alignnone wp-image-9628 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Bichon-Frise.png\" alt=\"Bichon Frise\" width=\"705\" height=\"434\" /></a>\r\n\r\n&nbsp;\r\n\r\n<span style=\"text-decoration: underline;\"><strong>I need a BFF and</strong></span>\r\n\r\n<strong>I\'m super needy\r\n</strong>Photo courtesy of <a href=\"http://petcha.com/pet_care/8-signs-your-cavalier-king-charles-spaniel-cant-live-without-you/\" target=\"_blank\">Petcha</a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/King-Charles.png\"><img class=\"alignnone wp-image-9629 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/King-Charles.png\" alt=\"King Charles\" width=\"899\" height=\"771\" /></a>\r\n\r\n<strong>I\'m low maintenance\r\n</strong>Photo courtesy of <a href=\"http://mentalfloss.com/article/71532/11-solid-facts-about-english-bulldog\" target=\"_blank\">Mental Floss</a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/English-Bulldog.png\"><img class=\"alignnone wp-image-9631 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/English-Bulldog.png\" alt=\"English Bulldog\" width=\"517\" height=\"345\" /></a>\r\n\r\n<strong>I have a tendency to talk myself into trouble\r\n</strong>Photo courtesy of <a href=\"http://buzzsharer.com/2015/05/15-things-only-a-mastiff-owner-will-understand/\" target=\"_blank\">Buzzsharer</a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Mastiff.png\"><img class=\"alignnone wp-image-9632 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Mastiff.png\" alt=\"Mastiff\" width=\"900\" height=\"507\" /></a>\r\n\r\n<strong>I\'m energetic</strong>\r\nPhoto courtesy of <a href=\"http://www.usnews.com/news/sports/articles/2016-02-13/at-westminster-border-collies-the-breed-to-beat-for-agility\" target=\"_blank\">US News</a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Agility.png\"><img class=\"alignnone wp-image-9633 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Agility.png\" alt=\"Agility\" width=\"899\" height=\"600\" /></a>\r\n\r\n<strong>I need something that will love me right back</strong>\r\nPhoto courtesy of <a href=\"https://www.instagram.com/p/BBKoqxRFubD/?taken-by=sugarmuttsrescue\" target=\"_blank\">Sugar Mutts Rescue</a>. Bella and Sprout are both available for adoption!\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Shelter-dogs.png\"><img class=\"alignnone wp-image-9634 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/02/Shelter-dogs.png\" alt=\"Shelter dogs\" width=\"900\" height=\"899\" /></a>', 'Reimagining the Brand Architecture at the Westminster Dog Show', '', 'inherit', 'closed', 'closed', '', '1058-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 1058, 'http://cbx.cappendev.com/1058-revision-v1', 0, 'revision', '', 0);
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(1359, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', '<img class=\"alignnone size-medium wp-image-3257\" title=\"Back Camera\" src=\"/wp-content/uploads/2011/07/Erin_Fosbenner-300x300.jpg\" alt=\"\" width=\"40\" height=\"40\" /> <img class=\"alignnone size-full wp-image-3258\" title=\"MelissaFeudi2\" src=\"/wp-content/uploads/2011/07/MelissaFeudi2-e1310654494232.jpg\" alt=\"\" width=\"40\" height=\"40\" />\r\n&nbsp;\r\n<p style=\"text-align: center;\"><img class=\"size-medium wp-image-3256 aligncenter\" title=\"grandmothersfair\" src=\"/wp-content/uploads/2011/07/grandmothersfair-300x180.jpg\" alt=\"\" width=\"456\" height=\"271\" /></p>\r\nLast weekend, Erin and I visited the Renegade Craft Fair in Williamsburg in search of inspiration from the young and creative artisans that have sprung up all over Brooklyn.\r\n\r\nTraditionally, crafts have held a unique place on the scales of imaginative art-making: they’ve conveyed family, community, and cultural stories that are at times intimate, decorative, sociological, and spiritual. And craft museums and fairs have been capsules offering a glimpse and insight into old craft-making, and craft art. (It takes a big history buff to relate and look past the “surface-bore.”)\r\n\r\nIn my teens, I always got excited about trips to the local art fair, then crazy disappointed at what I discovered: a buffet of ceramic butterflies, tie-dyed everything, made-for-the-kitchen wooden signs with clichéd family idioms, and all the rest. But Erin had a different memory. For her, crafts shows were reflections of her grandmother’s home and filled with surprise – chests of beautiful, handmade, and original trinkets and things.\r\n\r\nSo on this weekend, at Renegade, there we were, Melissa and Erin, a counter-balance of positive, and negative arts-and-crafts psyches, and this is what we found: refreshingly original crafts booths and displays (outrageously different than what any mall could offer up), terrariums housing mini-people, stuffed puppets, and watch-jewelry. Our visit made me think of something else. In our age of everything digital and over-reproduced, we’re desperate to find anything rare, pure, unique, and imperfect. The recent success of make-and-sell community Etsy proves this. Etsy has begun to chip away at the strongholds of more premium brands because our culture today has begun to reject the fake, homogeneous, and cold presence of the digital consumer experience and longs for something different, something that breaks the habits of creative recycling routines and pushes the level of invention.\r\n\r\nBig, traditional brands can learn from Etsy and from arts and crafts fairs. To separate themselves from the pack, they should strive to be different, original and reject the mass duplication and rehashing of tired old trends. After all, anyone can get a billion prints of something made, but something made once? Now that’s worth something – even a trip to Renegade.\r\n\r\nCheck out our photos to see some highlights of our awesome finds.\r\n\r\nOh, and Erin – she was right after all.\r\n\r\n&nbsp;\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/07/300-11.jpg\"><img class=\"alignnone size-thumbnail wp-image-3299\" src=\"/wp-content/uploads/2011/07/300-11-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/07/3001.jpg\"><img class=\"alignnone size-thumbnail wp-image-3300\" src=\"/wp-content/uploads/2011/07/3001-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/07/5707895155_8b3b4bf4ae_o1.jpg\"><img class=\"alignnone size-thumbnail wp-image-3301\" src=\"/wp-content/uploads/2011/07/5707895155_8b3b4bf4ae_o1-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" /></a>\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/07/fox-print-photo1.jpg\"><img class=\"alignnone size-thumbnail wp-image-3269\" src=\"/wp-content/uploads/2011/07/fox-print-photo1-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/07/grizzlybear.jpg\"><img class=\"alignnone size-thumbnail wp-image-3270\" src=\"/wp-content/uploads/2011/07/grizzlybear-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/07/il_570xN.154729791.jpg\"><img class=\"alignnone size-thumbnail wp-image-3271\" src=\"/wp-content/uploads/2011/07/il_570xN.154729791-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" /></a>\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/07/il_570xN.220061090.jpg\"><img class=\"alignnone size-thumbnail wp-image-3272\" src=\"/wp-content/uploads/2011/07/il_570xN.220061090-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/07/il_570xN.231845185.jpg\"><img class=\"alignnone size-thumbnail wp-image-3273\" src=\"/wp-content/uploads/2011/07/il_570xN.231845185-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/07/il_570xN.232255282.jpg\"><img class=\"alignnone size-thumbnail wp-image-3274\" src=\"/wp-content/uploads/2011/07/il_570xN.232255282-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" /></a>\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/07/il_570xN.243059784.jpg\"><img class=\"alignnone size-thumbnail wp-image-3275\" src=\"/wp-content/uploads/2011/07/il_570xN.243059784-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/07/image1.jpg\"><img class=\"alignnone size-thumbnail wp-image-3276\" src=\"/wp-content/uploads/2011/07/image1-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/07/img_1669.jpg\"><img class=\"alignnone size-thumbnail wp-image-3277\" src=\"/wp-content/uploads/2011/07/img_1669-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" /></a>\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/07/IMG_2075.jpg\"><img class=\"alignnone size-thumbnail wp-image-3278\" src=\"/wp-content/uploads/2011/07/IMG_2075-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/07/IMG_2077.jpg\"><img class=\"alignnone size-thumbnail wp-image-3279\" src=\"/wp-content/uploads/2011/07/IMG_2077-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/07/IMG_2083.jpg\"><img class=\"alignnone size-thumbnail wp-image-3280\" src=\"/wp-content/uploads/2011/07/IMG_2083-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" /></a>\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/07/IMG_2088.jpg\"><img class=\"alignnone size-thumbnail wp-image-3282\" src=\"/wp-content/uploads/2011/07/IMG_2088-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/07/IMG_2089.jpg\"><img class=\"alignnone size-thumbnail wp-image-3283\" src=\"/wp-content/uploads/2011/07/IMG_2089-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/07/IMG_2091.jpg\"><img class=\"alignnone size-thumbnail wp-image-3284\" src=\"/wp-content/uploads/2011/07/IMG_2091-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" /></a>\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/07/IMG_2096.jpg\"><img class=\"alignnone size-thumbnail wp-image-3285\" src=\"/wp-content/uploads/2011/07/IMG_2096-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/07/IMG_2099.jpg\"><img class=\"alignnone size-thumbnail wp-image-3286\" src=\"/wp-content/uploads/2011/07/IMG_2099-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/07/IMG_2100.jpg\"><img class=\"alignnone size-thumbnail wp-image-3287\" src=\"/wp-content/uploads/2011/07/IMG_2100-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" /></a>\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/07/IMG_2111.jpg\"><img class=\"alignnone size-thumbnail wp-image-3288\" src=\"/wp-content/uploads/2011/07/IMG_2111-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/07/IMG_5817.jpg\"><img class=\"alignnone size-thumbnail wp-image-3289\" src=\"/wp-content/uploads/2011/07/IMG_5817-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/07/photo-e1307628184633.jpg\"><img class=\"alignnone size-thumbnail wp-image-3290\" src=\"/wp-content/uploads/2011/07/photo-e1307628184633-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" /></a>\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/07/Screen-shot-2011-07-13-at-Wednesday-July-13-2011-2.10.17-PM.png\"><img class=\"alignnone size-thumbnail wp-image-3291\" src=\"/wp-content/uploads/2011/07/Screen-shot-2011-07-13-at-Wednesday-July-13-2011-2.10.17-PM-150x150.png\" alt=\"\" width=\"150\" height=\"150\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/07/Screen-shot-2011-07-13-at-Wednesday-July-13-2011-2.12.31-PM.png\"><img class=\"alignnone size-thumbnail wp-image-3292\" src=\"/wp-content/uploads/2011/07/Screen-shot-2011-07-13-at-Wednesday-July-13-2011-2.12.31-PM-150x150.png\" alt=\"\" width=\"150\" height=\"150\" /></a>\r\n\r\n&nbsp;\r\n\r\n&nbsp;', 'Renegade Craft Fair', '', 'inherit', 'closed', 'closed', '', '887-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 887, 'http://cbx.cappendev.com/887-revision-v1', 0, 'revision', '', 0),
(1360, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', '<em>This is the first in a two-part series. Part one advises brands on reviving dead celebrities in their marketing strategies, with a framework for evaluating whether or not to go down this path. Part two offers a perspective on how to manage building equity for a dead celebrity” brand.</em>\r\n<a href=\"http://www.cbx.com/wp-content/uploads/2014/03/Dead-celebrities2-copy.jpg\"><img class=\"alignleft size-full wp-image-7797\" style=\"margin-bottom: -3px;\" title=\"Dead celebrities2 copy\" alt=\"\" src=\"http://www.cbx.com/wp-content/uploads/2014/03/Dead-celebrities2-copy.jpg\" width=\"200\" height=\"200\" /></a>Resurrecting dead celebrities is not a novel marketing tactic but it’s clearly going through a revival. As <a href=\"http://www.mtv.com/news/articles/1683173/tupac-hologram-coachella.jhtml\" target=\"_blank\">Tupac’s ridiculously lifelike computer-generated image</a> at the 2012 Coachella festival showed, it’s becoming easier to manipulate old imagery with modern day technology. So the question is, what should marketers consider as they contemplate using dead celebrities on living brands?\r\n\r\n<em>Tupac Shakur’s CGI-rendered likeness from the Coachella festival, 2012</em>\r\n<strong>1. Does the celebrity connect with your brand? </strong>\r\nMy interest in dead celebrity revival was piqued by the intriguing but creepy <a href=\"http://www.youtube.com/watch?v=gx9eDoS76LM\" target=\"_blank\">Galaxy chocolate commercial</a>, which aired with unnerving CGI-rendered images of Audrey Hepburn. When dealing with the deceased, the main question becomes: Is this something the celebrity would do if she or he were alive? More importantly, is it tasteful? As the YouTube commentator <a href=\"http://www.youtube.com/user/RubberWilbur\" target=\"_blank\">RubberWilbur</a> wrote: “Is it just me or is it extremely disrespectful to portray a person who is not alive doing something as if she were alive and chose to do that?” Rubber makes a good point.<a href=\"http://www.cbx.com/wp-content/uploads/2014/03/Dead-celebrities3-copy.jpg\"><img class=\"size-full wp-image-7798 alignright\" style=\"margin-bottom: -3px;\" title=\"Dead celebrities3 copy\" alt=\"\" src=\"http://www.cbx.com/wp-content/uploads/2014/03/Dead-celebrities3-copy.jpg\" width=\"345\" height=\"192\" /></a> I’m guessing that as a <a href=\"http://ronelfran.hubpages.com/hub/Audrey-Hepburn-Resurrected-For-A-New-TV-Commercial-Is-This-A-Good-Thing\" target=\"_blank\">former UNICEF spokesperson</a>, Hepburn might not want to be shilling candy on national television if she were alive today. Brands should consider that it might not be in their best interest to use a celebrity for something that would seem out of character for that celebrity if she were alive.\r\n\r\n<strong>2. Will the association be accepted? </strong>\r\nSecondly, it is wise to consider the public’s acceptance (or not) of the dead celebrity and brand connection in question. The allure of using a dead star is that an instant emotional connection can be made. But that potential can backfire, too. Take, for example, the 1990s countercultural icon Kurt Cobain who was featured in a 2007 Dr. Martens advertising campaign in the UK. The ad portrayed Cobain in heaven wearing Dr. Martens shoes. This was the first in a series of successive ads featuring dead rock stars—Joe Strummer (The Clash), Sid Vicious (Sex Pistols) and Joey Ramone (The Ramones) followed.\r\n\r\n<img class=\"wp-image-7799 alignright\" title=\"Dead celebrities 4 copy\" alt=\"\" src=\"http://www.cbx.com/wp-content/uploads/2014/03/Dead-celebrities-4-copy.jpg\" width=\"345\" height=\"259\" />\r\n\r\nAfter the launch, the <a href=\"http://saatchi.com/en-us/\" target=\"_blank\">Saatchi &amp; Saatchi</a> copywriter on the campaign <a href=\"http://marketing.blogs.ie.edu/archives/2007/06/passedaway_adve.php\" target=\"_blank\">explained</a> that “showing them [rock icons] still wearing their Docs in heaven dramatized the boots’ durability perfectly. And, as images, they feel very iconic.” But the ensuing controversy stirred by Cobain’s ex-partner <a href=\"http://www.people.com/people/article/0,,20040033,00.html\" target=\"_blank\">Courtney Love’s very public outcry</a> led Dr. Martens to fire the agency. Needless to say, it was a controversial decision to use those highly revered, didn’t-sell-out-while-they-were-alive-so-it’s-stupid-to-do-so-in-death kind of celebrity in the first place, and one that was not received well.\r\n\r\n<strong>3. Is the celebrity’s perception what you think it is? </strong>\r\nIn 2010, the <em>New York Times</em> wrote that “<a href=\"http://www.nytimes.com/2010/07/25/magazine/25privacy-t2.html?pagewanted=all&amp;_r=0\" target=\"_blank\">the web means the end of forgetting</a>.” And in 2014, Alec Baldwin <a href=\"http://www.vulture.com/2014/02/alec-baldwin-good-bye-public-life.html\" target=\"_blank\">threatened to leave New York</a> and the public life because of this reality. Thus, with all of the information out in the world now accessible to the masses, it’s wise to seek professional guidance before deciding to use a dead celebrity (and which one). Luckily there are resources: just use the ‘<a href=\"http://qscores.blogspot.com/2014/01/new-dead-q-study-now-available.html\" target=\"_blank\">Dead Q</a>’ study. According to their website: “…Depending on the celebrity, we find that the consumer appeal can actually strengthen or weaken after death and could even change over time… so, every two years we conduct an update to find out which dead celebrities are the most and least appealing in a variety of categories (e.g., actors, comics, musicians, singers).” As a result, you can see the impact of new discoveries unearthed after death on a celebrity’s public perception.\r\n\r\nIn the end (no pun intended), some famous people are as marketable from the grave as they were alive, and more. And since marketers are not going to stop at death’s door, it is prudent for brands to keep these basic principles in mind to help make the best decision.', 'Reviving Dead Celebrities, Part I', '', 'inherit', 'closed', 'closed', '', '1010-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 1010, 'http://cbx.cappendev.com/1010-revision-v1', 0, 'revision', '', 0),
(1361, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', '<em>This is the second post in a two-part series. <a href=\"http://www.cbx.com/social/reviving-dead-celebrities-part-i/\" target=\"_blank\">Part one</a> covered advice for brands with a framework for evaluation. Part two outlines strategies for how to manage building equity for a dead celebrity brand.</em>\r\nIn 2012, in a move to recapture those persnickety millenials, <a href=\"http://www.mediapost.com/publications/article/185576/macys-involves-marilyn-to-woo-gen-y.html#Macy\'s\" target=\"_blank\">Macy’s</a> added a Marilyn Monroe brand. The Marilyn products “reimagine the star in classic sportswear and screen tees.” Macy’s decision to use Marilyn Monroe was timely and clever, based on the fact that her popularity continues to grow among young people. In 2011, the deceased star’s Facebook page had <a href=\"http://www.businessweek.com/magazine/content/11_04/b4212020664143.htm\" target=\"_blank\">360,000 friends</a>. By November 2013 that number had exceeded 7 million friends, and now in 2014, page likes hover around 11 million (and counting).\r\n\r\n<img class=\"alignleft size-full wp-image-7859\" title=\"Sandra2\" alt=\"\" src=\"http://www.cbx.com/wp-content/uploads/2014/03/Sandra2.jpg\" width=\"650\" height=\"913\" />\r\n\r\nCompanies like <a href=\"http://www.authenticbrandsgroup.com/index.php\" target=\"_blank\">ABG</a> (Authentic Brands Group) acquire rights to dead celebrities (or living ones, like Muhammad Ali) and license them out to brands. For example, they own Marilyn Monroe’s name and likeness, which are being licensed out to shoes, jewelry, hair care, vodka and even a café.\r\n\r\n<img class=\"alignleft size-full wp-image-7853\" title=\"Sandra3 copy\" alt=\"\" src=\"http://www.cbx.com/wp-content/uploads/2014/03/Sandra3-copy.jpg\" width=\"650\" height=\"850\" />\r\n\r\n<img class=\"alignleft size-full wp-image-7854\" title=\"Sandra4 copy\" alt=\"\" src=\"http://www.cbx.com/wp-content/uploads/2014/03/Sandra4-copy.jpg\" width=\"650\" height=\"842\" />\r\n\r\n<img class=\"alignleft size-full wp-image-7855\" title=\"RE_MarilynMonroeCafe\" alt=\"\" src=\"http://www.cbx.com/wp-content/uploads/2014/03/Sandra6-copy.jpg\" width=\"650\" height=\"366\" />\r\n\r\n<img class=\"alignleft size-full wp-image-7856\" title=\"Sandra7 copy\" alt=\"\" src=\"http://www.cbx.com/wp-content/uploads/2014/03/Sandra7-copy.jpg\" width=\"650\" height=\"300\" />\r\nWith a plethora of products, events and services ready to be branded, here is a checklist of principles to keep in mind in order to carefully and deliberately manage a dead celebrity brand’s meaning over time.\r\n<strong>1. Know the brand’s belief and purpose.</strong> A starting point is to think about a philosophy that represents and unifies your brand. For example, the stewards for ABG’s Marilyn Monroe brand might have thought that the world is a more beautiful place when the glamour of old Hollywood is kept alive or when “glamour becomes the world” (much like <a href=\"https://corporate.target.com/about/mission-values\" target=\"_blank\">Target’s brand belief, “design for all”</a>). From there stems the purpose of the brand, i.e., why the brand exists and how it will make the world a better place. For companies managing a dead celebrity brand, reframing the question as “what is the effect the celebrity has in people’s lives” will help you think through what partnerships are best. In Marilyn Monroe’s case, one brand purpose could be to “share the feeling of iconic Hollywood glamour that Marilyn brought the world.” That would lead brand stewards down the path of café = yes, dish soap = maybe not.\r\n<strong>2. Understand the role the brand plays in people’s lives.</strong> Archetypes are a beloved tool for branding efforts because they allow a brand to fulfill an iconic role in a consumer’s life. The 12 archetypal figures, as identified by <a href=\"http://www.cgjungpage.org/learn/about-jung\" target=\"_blank\">Swiss psychoanalyst Carl Jung</a>, represent universal symbols and patterns that act as shorthand toward accessing the collective unconscious. This means that people can relate to them quickly, which is useful in the creation of a strong bond. <a href=\"http://joannapenabickley.typepad.com/on/2007/06/on_the_12_arche.html\" target=\"_blank\">The archetypal figures</a> include: the sage, the ruler, the explorer, the innocent, the caregiver, the magician, the maverick, the lover, the jester, the everyman/woman, the creator and the hero. A brand wants to relate to consumers as people—and fulfill a role in their lives. Perhaps there’s no better way to do this than to use a celebrity (who is a celebrity precisely because she relates to people). You could also characterize celebrities with one of the 12 archetypes. Marilyn Monroe is clearly “the lover” archetype. Each archetype has a reason for being, boasts strengths and weaknesses and should be well understood by the managing entity to better establish a bond with consumers.\r\n<strong>3. Establish behaviors for the brand, and let them serve as a guide.</strong> Brands have personalities that are defined by how they are expressed visually and verbally as well as how they act. For example, Red Bull embodies “the explorer” archetype and exhibits it through events that range from <a href=\"http://www.redbull.com/us/en/browse-all-events\" target=\"_blank\">extreme to quirky</a>. When managing a celebrity brand, it’s helpful to think through what behaviors the celebrity should embody. The Marilyn Monroe brand exists to revive old Hollywood glamour and represents “the lover” archetype, so behaviors should be consistent with this (and take cues from her actual life). One behavioral choice then would be for the brand to epitomize and celebrate femininity, and anything that goes against that tenet should be avoided. Another behavior might be to “show the playful side of sexy.” Once you have the rules of behavior established, stick to them. Brand behaviors serve as guidelines for all kinds of choices the brand makes, from advertising messaging to product licensing and social media channels. They can help get and keep the brand stewards on the same page, and avoid diluting brand perception in the minds of consumers.\r\n\r\nFor brands managing celebrities, there is a built-in DNA to the brand. However, the principles of strategic branding still apply, and these brand owners would be well served in thinking through these considerations as they manage the brand over time.', 'Reviving Dead Celebrities, Part II', '', 'inherit', 'closed', 'closed', '', '1012-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 1012, 'http://cbx.cappendev.com/1012-revision-v1', 0, 'revision', '', 0),
(1362, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', '<a href=\"../wp-content/uploads/2011/04/MegAsaro_Blog.jpg\"><img title=\"MegAsaro_Blog\" src=\"../wp-content/uploads/2011/04/MegAsaro_Blog.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a>\r\n&nbsp;\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/08/kruger2.jpg\"><img class=\"size-full wp-image-3426 aligncenter\" title=\"kruger2\" src=\"/wp-content/uploads/2011/08/kruger2.jpg\" alt=\"\" width=\"495\" height=\"489\" /></a>\r\n\r\n&nbsp;\r\n\r\n<!-- @font-face {   font-family: \"?????? Pro W3\"; }p.MsoNormal, li.MsoNormal, div.MsoNormal { margin: 0in 0in 0.0001pt; font-size: 12pt; font-family: \"Times New Roman\"; }p.Body, li.Body, div.Body { margin: 0in 0in 0.0001pt; font-size: 12pt; font-family: \"Times New Roman\"; color: black; }div.Section1 { page: Section1; } -->A few weeks ago, I heard an interesting statistic: 48 million credit cards were closed in 2010. (NPR) Now, that made me go “Hmmm…” I’m guessing that some of those people were forced to close their cards, but many, I bet, <em>chose</em> to do it as well. With about 70% of the U.S. economy based on consumer spending, these stats can lead to pretty big consequences. So even though the recession “officially ended” in 2009, its effects are still very much alive with both the employed and unemployed. How does this affect behavior and how can we apply this learning to brand innovation as well as our approach to established brands?\r\n\r\n&nbsp;\r\n\r\n<!-- @font-face {   font-family: \"?????? Pro W3\"; }p.MsoNormal, li.MsoNormal, div.MsoNormal { margin: 0in 0in 0.0001pt; font-size: 12pt; font-family: \"Times New Roman\"; }p.Body, li.Body, div.Body { margin: 0in 0in 0.0001pt; font-size: 12pt; font-family: \"Times New Roman\"; color: black; }div.Section1 { page: Section1; } -->In the US, the days of bling are over. To put it more succinctly, <strong>sane consumption has replaced conspicuous consumption</strong>. This doesn’t necessarily mean that people aren’t spending, because they are. The luxury sector, for example, is booming once again. (Remember, luxury got hit first and hard during the recession.)  Now that this sector is improving, fingers crossed, the rest of the economy is not far behind. The top 20% of earners account for 60% of spending so this is very good economic news, indeed. (Moody’s)\r\n\r\n&nbsp;\r\n\r\n<!-- @font-face {   font-family: \"?????? Pro W3\"; }p.MsoNormal, li.MsoNormal, div.MsoNormal { margin: 0in 0in 0.0001pt; font-size: 12pt; font-family: \"Times New Roman\"; }p.Body, li.Body, div.Body { margin: 0in 0in 0.0001pt; font-size: 12pt; font-family: \"Times New Roman\"; color: black; }div.Section1 { page: Section1; } -->In a recent <a href=\"http://www.nytimes.com/2011/08/04/business/sales-of-luxury-goods-are-recovering-strongly.html?_r=1&amp;emc=eta1\" target=\"_blank\">New York Times article</a>, one consumer confessed that since the onset of the recession, she avoids purchasing conspicuous items: “Over all, you want to wear less branded items.” In the luxury sector, it is more on-trend to purchase timeless items with staying power through multiple seasons (think <a href=\"http://www.christianlouboutin.com/#/intro\" target=\"_blank\">Louboutin</a> pumps) than a pair of sunglasses that scream Gucci across their sides.\r\n\r\n&nbsp;\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/08/consumer-spending.jpg\"></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/08/27_18_orig.jpg\"><img class=\"alignnone size-full wp-image-3454\" title=\"27_18_orig\" src=\"/wp-content/uploads/2011/08/27_18_orig.jpg\" alt=\"\" width=\"492\" height=\"340\" /></a>\r\n\r\n&nbsp;\r\n\r\n<!-- @font-face {   font-family: \"?????? Pro W3\"; }p.MsoNormal, li.MsoNormal, div.MsoNormal { margin: 0in 0in 0.0001pt; font-size: 12pt; font-family: \"Times New Roman\"; }p.Body, li.Body, div.Body { margin: 0in 0in 0.0001pt; font-size: 12pt; font-family: \"Times New Roman\"; color: black; }div.Section1 { page: Section1; } -->But what does this mean for the other 80% of earners? Interestingly enough, according to the U.S. Commerce Department, the average US savings rate has increased from 1% to 6.4% in 2010. More people are choosing to save and not spend, adding to their own feeling of safety and security while reducing spending by 2/10 of a percent, and thereby increasing economic woes. Fear is an influential driver and hard to control.\r\n\r\n<!-- @font-face {   font-family: \"?????? Pro W3\"; }p.MsoNormal, li.MsoNormal, div.MsoNormal { margin: 0in 0in 0.0001pt; font-size: 12pt; font-family: \"Times New Roman\"; }p.Body, li.Body, div.Body { margin: 0in 0in 0.0001pt; font-size: 12pt; font-family: \"Times New Roman\"; color: black; }div.Section1 { page: Section1; } -->We all need something to believe in and this is a calling that brands can satisfy. Brands have the power to inspire and aspire; they make us feel part of something larger than ourselves. They can also make us feel healthy, cool or even smart. Those who are out there with a brand to guide through these crazy economic times, ask yourself this: How can my brand turn that frown upside down and dissuade America’s fears? I bet that the brands that have the power to tap into America’s natural sense of optimism will serve as welcome distractions from scary realities like debt ceilings and loan defaults. Coke has understood this for years.  Check out what they have done with their <em>Open Happiness</em> campaign ­– awesome!\r\n\r\n&nbsp;\r\n<p style=\"text-align: center;\"><strong>The Coca Cola Friendship Machine</strong></p>\r\n<a href=\"http://www.youtube.com/watch?v=Bj3QLLTFDX8\" target=\"_blank\"><img class=\"size-full wp-image-3445 aligncenter\" title=\"Screen shot 2011-08-24 at Wednesday, August 24, 2011, 2.55.00 PM\" src=\"/wp-content/uploads/2011/08/Screen-shot-2011-08-24-at-Wednesday-August-24-2011-2.55.00-PM.png\" alt=\"\" width=\"349\" height=\"199\" /></a>\r\n\r\n&nbsp;\r\n\r\nAny other brands out there speaking ‘happy?’\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n<!-- Start of StatCounter Code -->\r\n<script type=\"text/javascript\">\r\nvar sc_project=5709433;\r\nvar sc_invisible=1;\r\nvar sc_security=\"d2e30e30\";\r\n</script>\r\n\r\n<script type=\"text/javascript\"\r\nsrc=\"http://www.statcounter.com/counter/counter.js\"></script><noscript><div\r\nclass=\"statcounter\"><a title=\"counter for wordpress\"\r\nhref=\"http://statcounter.com/wordpress.org/\"\r\ntarget=\"_blank\"><img class=\"statcounter\"\r\nsrc=\"http://c.statcounter.com/5709433/0/d2e30e30/1/\"\r\nalt=\"counter for wordpress\" ></a></div></noscript>\r\n<!-- End of StatCounter Code -->', 'Sane Consumption', '', 'inherit', 'closed', 'closed', '', '892-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 892, 'http://cbx.cappendev.com/892-revision-v1', 0, 'revision', '', 0),
(1363, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', 'Halloween has become more than costume contests and candy devouring. It is now an important seasonal marketing opportunity for brands to increase their awareness and resonance with consumers.\nGrowing up in the suburbs of Massachusetts, I ditched my plastic pumpkin for a pillowcase to get my Halloween candy stash. Victory during my pre-teen years, it seems, meant having the heaviest pillowcase full of goodies. Now, three years out of college, living in NYC and world traveled, I’ve taken my intellectual curiosity beyond trick-or-treating gluttony to question the rationale behind Halloween marketing campaigns.\n\n<img class=\"size-full wp-image-7203 alignright\" title=\"Josh2\" src=\"http://www.cbx.com/wp-content/uploads/2013/10/Josh2.jpg\" alt=\"\" width=\"371\" height=\"279\" />\n\nJust the other day, I approached a cash register at a local Chipotle and caught the word “Boorito” on a sign next to it. And the copy beneath the headline read: “This Halloween come into any Chipotle dressed in costume from 4pm to close, and you’ll score a burrito, bowl, salad, or order of tacos for just $3.” I’ve never associated a holiday full of pumpkins and chocolate with guacamole and fajitas, but sure, everyone loves a discount. Plus, all of the proceeds on Halloween (up to $1,000,000) benefit the Chipotle Cultivate Foundation, “a non-profit organization established by Chipotle Mexican Grill to continue and strengthen its philanthropic efforts,” which, according to the company website, “helps fund initiatives that support sustainable agriculture, family farming, culinary education, and innovation that promotes better food.”\nThe name of this campaign (Boorito) is simple, brilliant and effective; the cause behind it is even better. But when I step back and think about the audience, who is Chipotle really trying to target? Parents who will bring in their kids after school? Millennials headed to a party? Supporters of Chipotle Cultivate? In my view, Chipotle may simply be attempting to throw its hat into the Halloween ring and capitalize on a seasonal marketing opportunity. While the occasion may not call for a burrito, Chipotle is backing the effort in collaboration with its nonprofit foundation, creating a perfectly balanced and executed promotional campaign.\n\n<img class=\"size-full wp-image-7205 alignleft\" title=\"Josh3\" src=\"http://www.cbx.com/wp-content/uploads/2013/10/Josh3.jpg\" alt=\"\" width=\"323\" height=\"432\" />\n\nMenscience, a men’s grooming, skin and nutrition retail store in Soho is also banking on the holiday. A window display draped in cobwebs, spiders and pumpkins gives life to the illuminated “Menscience” signage and below it, in a green slime-like font is the tagline “Get Masked!” This is less an ode to Halloween and more a call to action for its in-store facial revitalization capabilities. Since when does men’s grooming go hand-in-hand with Halloween? These days, any holiday is an opportunity to make an extra buck.\n\nBoth of these Halloween branding efforts are unique and impactful in nature, but make me wonder about their ulterior motives. Are they in it to create an additional revenue stream, or attempting merely to stay relevant in the marketplace?\n\nThe methods in which companies communicate have drastically changed since my candy-by-pillowcase days. Social media has forced brands to stay agile and create their own unique voice in the marketplace. Chipotle and Menscience are but two examples that reflect the current state (and challenges) of branding. If companies can extend their message to suit a particular holiday, you can be sure they’re going to seize the day and do just that. I’m all for holiday spirit, especially when it leads to creative branding, and believe this is only the beginning for out-of-category brands attempting to capitalize on a marketing opportunity. The more the merrier! (Oops, wrong holiday.)', 'Scare Tactics', '', 'inherit', 'closed', 'closed', '', '1002-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 1002, 'http://cbx.cappendev.com/1002-revision-v1', 0, 'revision', '', 0),
(1364, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', '<img class=\"size-full wp-image-672\" title=\"JasonH_Blog_Thumb_nb\" src=\"/wp-content/uploads/2010/03/JasonH_Blog_Thumb_nb1-e1271797755263.jpg\" alt=\"\" width=\"40\" height=\"40\" /> By Jason H.<p style=\"text-align: center;\"></p>\n<p style=\"text-align: center;\"><strong><img class=\"size-full wp-image-328\" title=\"perfume-spray2\" src=\"/wp-content/uploads/2010/03/perfume-spray2.jpg\" alt=\"\" width=\"500\" height=\"350\" />\n</strong></p>\nWe all know that scents mean big money these days. I mean, Diddy has one. Reese has one. Even Paris has one. Yes--<em>that</em> Paris.\n\nPersonally, I’m not big on cologne, but I’m fascinated by the way fragrance is now being used in retail shopping environments. What I’ve found is that, while many chains resist the urge to pump scent into their stores, those that have done so--Hollister, McDonald’s and IKEA come to mind--take one of two tactics when doing so: either subtly, almost subliminally, or an over-the-top assault.\n\nAnyone who has ever shopped at certain high-end department stores knows what I mean by “assault”: It’s an almost-polite way to describe the cacophony of perfume spritzes that awaits you the second you step anywhere near their main floor cosmetics-fragrance departments. Tween retailer Hollister, a division of Abercrombie &amp; Fitch, takes a similar approach: They spray their trademark scent, SoCal--which epitomizes the Southern California surfer lifestyle that is at the heart of the store’s brand--on everything from the clothing to the salespeople. And apparently it’s working: SoCal, one of six fragrances that the store offers, has made such a splash with Hollister fans that one can find posts online such as, “What is the fragrance that Hollister sprays on the clothes and where can I buy it?” and “What is the best Hollister fragrance?”<!--more-->\n\nVictoria’s Secret is another retailer that uses scent to its advantage; the seduction narrative that plays out in its stores, on its fashion runway and across the pages of its catalogs makes the brand a perfect candidate to sell sex through fragrance. Likewise, one can’t walk into a Yankee Candle without suffering from a crazy case of olfactory overload, with the Spiced Pumpkin, Pineapple Cilantro and Beach Vacation candles (to name a few of the chain’s 100-plus scents) waging all-out war on one another. While this kaleidoscopic approach to scent might verge on the overwhelming, Yankee Candle is doing something very right: It was acquired by a private equity group for $1.7 billion in 2007.\n\nThen there are those who opt to use scent somewhat subtly, adhering to the “If you’re having an open house, bake a cake to make your home smell good” philosophy. McDonald’s--not a brand I necessarily equate with being subtle--uses this approach, without your even knowing it. Renowned for  amazing french fries, the scent of which just filled my nostrils simply by typing the words on my computer screen, McDonald’s has somehow managed to amp up the scent on this bestselling product. I’d be surprised if anyone would <em>not</em> want to buy a bag of those tasty morsels after getting one whiff of their aroma. “The sense of smell is the only one that cannot be shut down for an extended period of time,” notes the Scarsdale, N.Y.-based Scent Marketing Institute. “It also connects to the limbic system, the brain’s center for emotions and decision-making.” In other words, you can tune out McDonald’s TV ads, but not the smell of those fries.\n\nLikewise, IKEA has seemingly taken ownership of the cinnamon roll, which may be news to Cinnabon. I recently noticed that, as you move through  an IKEA store, the subtle scent of dough and cinnamon gets stronger and stronger until, lo and behold, you’re at the checkout counter face-to-face with a cafe featuring these fresh-baked treats. Is there something inherently Swedish about the cinnamon roll? Not really, but it is just the right indulgent treat to take your mind off the fact that you’ve spent hours looking for the perfect Lack shelf.\n\nAnd as you peruse the thousands of books at your local Barnes &amp; Noble, do you find yourself wanting that perfect cup of Joe? That’s no coincidence: tucking Starbucks cafes within America’s #1 bookstore has positive effects for both brands, as the decadent smell of coffee undoubtedly makes people want to dig into the latest <em>New York Times</em> bestseller while enjoying a vente latte.\n\nScent pairings such as these lead me to wonder why even more retailers haven’t aligned themselves with obvious (and advantageous) scents. Wouldn’t kids <em>and</em> their parents want to visit Toys R Us every afternoon if they offered, say, fresh-baked cookies? Lovers of the great outdoors could take a mini-vacation at a pine tree-scented L.L. Bean store, while water babies could kick back for a few hours at their closest, coconut-scented Tommy Bahama. These aromas would put customers in such good moods that they’d undoubtedly want to stay awhile…and spend. Sure, it’s a risky proposition, and some may run screaming for the doors, but I truly believe that by aligning your retail environment with a fragrance that is relevant and on-brand, companies can make big dollars out of the right scents.\n\n<em><strong>\n</strong></em>', 'Scent-sational', '', 'inherit', 'closed', 'closed', '', '834-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 834, 'http://cbx.cappendev.com/834-revision-v1', 0, 'revision', '', 0),
(1365, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', '<a href=\"http://cbxblog.com/wp-content/uploads/2010/04/Rick-Fox_blog_thumb_nb-e1271798170415.jpg\"><img class=\"size-full wp-image-676\" title=\"Rick Fox_blog_thumb_nb\" src=\"/wp-content/uploads/2010/04/Rick-Fox_blog_thumb_nb-e1271798170415.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a> by Rick F.\n<a href=\"http://cbxblog.com/wp-content/uploads/2010/11/Picture-6.png\"><img class=\"size-full wp-image-1795\" title=\"Picture 6\" src=\"/wp-content/uploads/2010/11/Picture-6.png\" alt=\"\" width=\"447\" height=\"397\" /></a>\n\nWe used to call it customer service, and it really only mattered at fancy restaurants and AT&amp;T. Today, great service is no longer a nice-to-have for brands; it is essential, like a product, a package, and a digital presence. Don’t expect it from only fancy restaurants. Demand it from the brands you use everyday, or find a new brand. (AT&amp;T is a long way off).\n\nMore and more these days, it seems that employees are helping to define a brand, and that’s not just in the service industry. Consumers interact with something beyond an “<a href=\"http://www.merriam-webster.com/dictionary/brand\" target=\"_blank\">identifying mark;</a>” they interact with brand employees. Great brands today realize that human capital is as important as the product itself.\n\nZappos.com, the online shoe retailer, built its brand on service, and is well known for weeding out new employees with a <a href=\"http://blogs.hbr.org/taylor/2008/05/why_zappos_pays_new_employees.html\" target=\"_blank\">$1,000 offer to quit</a>.  And <a href=\"http://www.apple.com/retail/geniusbar/\" target=\"_blank\">Apple</a> impresses me most not with their products and design, but with—get this—employees who know what the hell they’re talking about AND want to help me! Who’d a thunk it?\n\nSo what about the service in the service industry? Consumer banks have a hard time differentiating themselves from one another, what with <a href=\"http://promotions.bankofamerica.com/easydeposit/?cm_mmc=DEP-Checking-_-vanity-_-DC01VN000O_easydeposits-_-NA\" target=\"_blank\">uber-smart ATMs</a>, online banking, free checking, and minimal interest. These are all offered by most banks, and with mostly the same quality.\n\n<a href=\"http://cbxblog.com/wp-content/uploads/2010/11/IMG_0625-200x300.png\"><img class=\"size-full wp-image-1804 alignright\" title=\"IMG_0625-200x300\" src=\"/wp-content/uploads/2010/11/IMG_0625-200x300.png\" alt=\"\" width=\"183\" height=\"275\" /></a>However, when it comes to my personal finance, it’s good to know there’s a human being back there. I’m a Chase bank client, and am likely to remain one, but not because of the “<a href=\"http://www.engadget.com/2010/07/02/chase-mobile-iphone-app-update-picture-your-paycheck-deposited/\" target=\"_blank\">take a picture of my check</a>” deposit system. Rather, it’s because of the amazing over-the-top service I recently received. Not long ago, unbeknownst to me, an ATM malfunctioned and my check was spit out onto the floor. An assistant branch manager found it days later. She tracked me down by manually calling all Richard Foxes in the system, alerted me, and safely deposited my check.\n\nThe cherry on top was last week when I received a confirmation letter in the mail from the assistant branch manger, securing both my identity and my loyalty.', 'Service My Brand!', '', 'inherit', 'closed', 'closed', '', '859-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 859, 'http://cbx.cappendev.com/859-revision-v1', 0, 'revision', '', 0),
(1366, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', 'I honestly don’t know how this happened but somewhere along my career path I became the food girl. Literally, from soup to nuts, I’ve worked on it. And besides being to blame for the many fluxes in my weight management (I challenge YOU to search for dumpling imagery and NOT eat them everyday for a week) I have enjoyed every minute of it.\r\nThe many restrictions put on food packaging that some might find challenging, I find exhilarating. Ad campaigns have free range to get creative––take, for example, the wonderful Oreo commercials that aired over the last year or so. And then compare that to the Oreo Packaging––it’s not BAD exactly––it’s just very literal. Because ambiguity is the enemy of food packaging and we don\'t want any surprises when we open that box, unless, you know, they are really GOOD surprises. But still it’s the possibilities that keep me intrigued. Some of my more brilliant ideas could see the light of day one day right (pig wearing a bow tie as a pork sausage mascot anyone?)?\r\n\r\nSome brands have successfully broken the paradigm, such as Campbell’s Go soup and the now defunct Kashi Good Friends cereal that feature people on the front of pack, but they are few and far between and it’s unclear what benefit they really serve.\r\n\r\nBecause the truth is beautiful food photography is what sells. As one of our clients calls it, we all “taste with our eyes,” and that is exactly why going grocery shopping when you’ve skipped lunch is a really bad idea. Gone are the days of badly clipped bowls of soup resting on a flat color background. Today’s food photography is next level, driven by a cultural trend that has gained momentum through celebrity chefs and endless TV food shows. Blogs like Smitten Kitchen, Spoon Fork Bacon, What Katie Ate and Drizzle and Dip do more than recite recipes; they feature works of art served up in delicious nuggets (chicken if you so desire), taking you carefully and beautifully through a process that looks impossibly easy in brightly lit, flawless kitchens. Highly aspirational and tugging at our core, we want to eat it AND have that life too!\r\n\r\nAnd this has lead to a fierce battle in social media between food companies looking to be the most creative, delicious, appealing or mouthwatering. And that’s a good thing. Packaging is often one of the last places we see cultural change, but it’s happening now. The big food guys are quickly realizing that the old way of food photography––counting vegetables making sure every ingredient is represented and flawlessly styled––is, well, table stakes. Great at representing what is in the pack but it’s no longer making it into shopping carts. We want an experience too!\r\n\r\nBritish retailers like Waitrose and Marks &amp; Spencer, and PL stores like Trader Joe’s, have become experts at this––dialing up the appeal to compete with known brand trust. They know that sex isn’t the only thing that sells––people want a little wine and cheese with that, a slice of cake or a scoop of gooey caramel pudding. Damn, there I go again. Anyone hungry?\r\n\r\nSo maybe that pig in a bow tie is in poor taste. What I really want for dinner is an ooey-gooey, drippy, crunchy, sweet and salty, delicious, irresistible, truly scrumptious…\r\n\r\n&nbsp;\r\n\r\n(photo credit Francesco Tonelli)', 'Serving up a slice of delicious', '', 'inherit', 'closed', 'closed', '', '1034-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 1034, 'http://cbx.cappendev.com/1034-revision-v1', 0, 'revision', '', 0);
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(1367, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', 'Remember when Domino’s dropped “Pizza” from its name back in 2012? You wouldn’t know it by all the signs with the old logo saying “Domino’s Pizza” still hanging out at its franchisee locations. Enter Domino’s new social media campaign encouraging the public to shame locations yet to embrace the new logo, arming them with the hashtag #logoinformants and the promise of free pizza for a year.\r\nBefore we start the play-by-play on Domino’s naming and messaging strategy—can we just take a minute to savor the delicious irony of this? Domino’s wants to be known for more than pizza so much that they are willing to entice customers to narc on franchisees with…wait for it…pizza—the very product they are trying to distance themselves from. Hilarious.\r\n\r\nAnyway, let’s carry on with brand analysis of this move.\r\n\r\n<span style=\"text-decoration: underline;\">The good: name-dropping</span>\r\nWe are big fans of this type of name-dropping. In 2007, Apple dropped “Computers” from its name paving the way for greater innovation in everything from phones to tablets, even watches. In 2012, Starbucks decaffeinated its name by removing “Coffee” from its logo, a move that perhaps overshadowed the Domino’s name-drop that year. All of these brands did one very simple thing when they named themselves that set them up for future success—they treated category generic terms like computers, coffee, and pizza separately from their trademark names. The descriptors are there in the background clarifying what the brand offers but not dominating the conversation, easily disposable if their ambitions expand beyond their category. A decisive competitive advantage compared to brands like Computer Associates, Dunkin Donuts, Pizza Hut who embedded category descriptors into their trademark names and are still carrying them into the future like a millstone around the brand that limits potential for category expansion. Pizza Hut is forever limited to pizza. Their ill-fated attempt to make “The Hut” nickname happen in June of 2009 was met with so much ridicule that they were forced to issue a backpedaling press release claiming the switch was not a formal name change, but just light-hearted part of their marketing efforts.\r\n\r\n<span style=\"text-decoration: underline;\">The less good: the innovation and messaging strategy supporting the name change</span>\r\nChanging a name is a big deal, and will buy lots press attention for a very brief moment in time. So the brand better be able to make the most of that moment by backing up the name change with big innovations. By the time Apple dropped Computers from its name, they were already leaders in the MP3 and mobile phone markets. The change felt more like an obvious afterthought. Compare that to Starbucks who used naming to set the stage for exploring new business opportunities, but has yet to innovate in a meaningful way beyond coffee. Three years have passed, and if they want to innovate big, they no longer have the marketing lever of a name change to pull to rally attention and permission. Unlike Starbucks, Domino’s has the innovation to justify a name change (chicken, sandwiches, pasta, cheesy bread). Why isn’t a name change and a respectable pipeline of innovation enough to win the hearts and minds of consumers and franchisees? The fact that old signs are still up means that franchisees haven’t bought into the brand beyond pizza. The fact that they are incenting tattling consumers with pizza rather than chicken or pasta indicates that consumers haven’t bought the big idea either (and Domino’s knows it).\r\n\r\n<span style=\"text-decoration: underline;\">A humble recommendation:</span>\r\nRather than engaging consumers in an online semantic argument about brand names, Domino’s should put innovations at the center of its messaging with consumers. When the brand repeats the mantra of “not just pizza” over and over in social media, it actually works against them. Every third word the consumer hears is “pizza.” And they hear it in a negative tone. The message undercuts their core offering without promoting their innovations in the process. The conversation should transition from the negative of what the brand is not into the positive of everything it is. Otherwise, they may win the battle of signage but lose the bigger campaign for hearts and minds.', 'Shame, Shame, we don’t know your name…', '', 'inherit', 'closed', 'closed', '', '1041-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 1041, 'http://cbx.cappendev.com/1041-revision-v1', 0, 'revision', '', 0),
(1368, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', 'Bringing deeper meaning to branding isn’t exactly a groundbreaking idea (see Dove’s “Real Beauty,” Procter &amp; Gamble’s “Thank you mom”, Chipotle’s commitment to Food with Integrity; all of the Google commercials…and almost any other successful effort over the past decade). Meaning is basically a necessary ingredient for branding that works.\r\nBut amid the celebrations for the Supreme Court’s decision on gay marriage last week, dozens of brands reacted in an incredibly poignant and noteworthy way—showcasing meaning and emotion and heart.\r\n\r\nThere was Ben &amp; Jerry’s renaming of Chocolate Chip Cookie Dough ice cream to “I Dough, I Dough;” the rainbow that appeared trailing Uber’s vehicle icons as you waited for your ride; Google’s rainbow search bar, Facebook’s rainbow filter to add to profile pictures, and many, many more.\r\n\r\nThe tone was overwhelmingly consistent—inclusive and celebratory. Each brand just found its own way to express it. And as the responses poured in, they became part of the story.\r\n\r\nIn retrospect, their sentiment shouldn’t have been surprising. Many of these organizations openly supported gay marriage and partnerships (either in extending employee benefits to same-sex couples, or in publicly signing onto a legal brief in Massachusetts in 2011 asking an appeals court to overturn the Defense of Marriage Act, the law that defined marriage as between a man and a woman for the purposes of federal law).\r\n\r\nBut there was something about the general outpouring of brand support, and the way they individually marked such a momentous occasion that caused a lot of people—including me—to pause.\r\n\r\nIt’s difficult to think of another event that triggered such an outpouring of optimism and celebration across industries and brands. Or another opportunity for brands to showcase storytelling for something bigger than themselves.\r\n\r\nIt was branding at its best—simply connecting, having a conversation, and celebrating what’s right.', 'Showcasing branding at its best: reactions to the Supreme Court\'s ruling on gay marriage', '', 'inherit', 'closed', 'closed', '', '1045-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 1045, 'http://cbx.cappendev.com/1045-revision-v1', 0, 'revision', '', 0),
(1369, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', 'CBX congratulates Smucker\'s on its forthcoming acquisition of Big Heart Pet Brands from a consortium of investors led by funds affiliated with Kohlberg Kravis Roberts &amp; Co. L.P., Vestar Capital Partners, Centerview Capital, and AlpInvest Partners Inc., for approximately $5.8 billion.\r\nThe pet food and snacks giant changed its name from Del Monte Corporation to Big Heart Pet Brands following the sale of its fruit, vegetable, and other consumer foods portfolio in February 2014. CBX is proud to have collaborated with the management of Big Heart Pet Brands to create the company\'s new name and identity. We have also assisted on the redesign of Big Heart\'s headquarters, field offices, manufacturing plants, as well as certain product packaging and marketing materials.\r\n\r\nBig Heart Pet Brands is home to a number of iconic and beloved brands, including Milk-Bone, Meow Mix, Natural Balance, Kibbles \'n Bits, 9Lives, Milo\'s Kitchen, and Nature\'s Recipe, among others.', 'Smucker\'s Acquires Big Heart Pet Brands', '', 'inherit', 'closed', 'closed', '', '1033-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 1033, 'http://cbx.cappendev.com/1033-revision-v1', 0, 'revision', '', 0),
(1370, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', '<img class=\"alignnone size-full wp-image-4833\" title=\"TinaM_web\" src=\"http://www.cbx.com/wp-content/uploads/2012/05/TinaM_web.jpg\" alt=\"\" width=\"60\" height=\"60\" />\r\n<img class=\"size-full wp-image-4415 alignnone\" title=\"TinaM2\" src=\"/wp-content/uploads/2012/05/TinaM2.jpg\" alt=\"\" width=\"443\" height=\"244\" />\r\n\r\nMemorial Day has come and gone, which means summer has officially kicked off. With three full months of sun and sand ahead of us, there is one thing that pops into a girl’s mind more than anything – looking great in that itsy bitsy bikini.\r\n\r\nAnd who doesn’t want to enjoy a cool cocktail when basking in the glory of summer sunshine? I‘ll tell you who, people who know how many calories are in those frozen concoctions. It’s actually terrifying to look up how many calories are in a restaurant’s margarita, so I won’t go there, because thankfully, <a href=\"http://bethenny.com\" target=\"_blank\">Bethenny Frankel</a> already did.\r\n\r\nBack in 2009, Bravo’s reality TV star, made a small “branding attempt” on her show, “The Real Housewives of NYC”, to get the word out about her self-named “Skinnygirl Margarita”. It all started with her refusing to order the margarita shown on a restaurant’s drink list, and then rattling off her own low-cal ingredients for the bartender to mix up. That TV plug was the start of something great, because just two years later, Beams Spirits purchased <a href=\"http://www.skinnygirlcocktails.com\" target=\"_blank\">Skinnygirl Cocktails</a> for a not–so-skinny $1OOM.\r\n\r\n<img class=\"alignright size-full wp-image-4421\" title=\"TinaM1\" src=\"/wp-content/uploads/2012/05/TinaM1.jpg\" alt=\"\" width=\"141\" height=\"90\" />\r\n\r\nBeam saw the opportunity to appeal to the female market that wants to feel like they can get a buzz on and still fit into their skinny jeans the next day. Beam also knew that the phenomenon was much bigger than the margarita.\r\n\r\nSkinnygirl Cocktails now includes a red, white and rose wine, sangria, flavored vodkas, and a new ready-to-drink Piña Colada that just launched this past spring.\r\n\r\n<img class=\"size-full wp-image-4422 alignleft\" style=\"margin: 5px;\" title=\"TinaM3\" src=\"/wp-content/uploads/2012/05/TinaM3.jpg\" alt=\"\" width=\"181\" height=\"245\" />So what’s all the hype about? It’s more than just good branding - it’s about promoting a lifestyle. Bethenny also created <a href=\"http://skinnygirlshapers.com\" target=\"_blank\">Skinnygirl shapewear</a>, cleanses, juice drinks, workout DVDs…the list of healthy lifestyle paraphernalia is never-ending. She has proven she is one smart cookie (who clearly isn’t eating any). Women want to be able to sit down after a stressful day at work and enjoy a cocktail that won’t completely erase their workout at the gym that morning. And even if you haven’t worked out, the Skinnygirl brand can provide you with slimming lingerie to replace your lack of treadmill time. Bethenny is a genius.\r\n\r\nSure, there are critics out there who are crying that this is just another brand promoting the unattainable model thin physique, but I dare to disagree. At the end of the day, a high-cal alcoholic drink is not worth the extra sit-ups, but a 100 calorie glass of confidence sounds right up my alley, so I’m choosing skinny.', 'So Rich, So Skinny', '', 'inherit', 'closed', 'closed', '', '920-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 920, 'http://cbx.cappendev.com/920-revision-v1', 0, 'revision', '', 0),
(1371, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', '<a href=\"http://cbxblog.com/wp-content/uploads/2011/03/JenniferDanielsBlog.jpg\"><img class=\"size-full wp-image-2679\" title=\"JenniferDanielsBlog\" src=\"/wp-content/uploads/2011/03/JenniferDanielsBlog.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a><p style=\"text-align: center;\"><a href=\"http://cbxblog.com/wp-content/uploads/2011/03/FGNV02P05_13.35421.jpg\"><img class=\"size-full wp-image-2689 aligncenter\" title=\"FGNV02P05_13.3542\" src=\"/wp-content/uploads/2011/03/FGNV02P05_13.35421.jpg\" alt=\"\" width=\"449\" height=\"302\" /></a></p>\r\nGrape Bubble Yum used to be my favorite, though my “hey, my parents aren’t looking,” non-sugarless choice was Watermelon <a href=\"http://en.wikipedia.org/wiki/Bubblicious\" target=\"_blank\">Bubblicious</a>. <a href=\"http://www.businesswire.com/news/home/20110207006326/en/Bazooka-Candy-Brands-Launch-Organic-Snack-Food\" target=\"_blank\">Bazooka</a> had the best instant flavor that disappeared way too fast (and the best comics with silly riddles at the bottom). <a href=\"http://en.wikipedia.org/wiki/Chiclets\" target=\"_blank\">Chiclets</a> made a cameo in my Halloween trick-or-treat bag. Trident, either the cinnamon or original flavors, is what I chewed on the airplane going to visit my grandparents in Florida every year, simply because that’s what Mom and Dad had on them. Spearmint Orbit is what I now pick up at Duane Reade when I need a pop of mint.\r\n\r\nI’m talking, of course, about gum. It’s been with me since my parents deemed me old enough to chew it (sugarless, of course). At the time, the options were fairly limited. It came in a stick or in a shorter, thicker rectangle form, and it only came five pieces to a pack. But today, the gum aisle has literally popped with an explosion of brands, flavors, shapes, sizes and benefits. Even a quick scan of the shelves at your local bodega will bring you face-to-face with more options than you ever thought imaginable for a product that is, on average, only one inch.\r\n\r\nWhen this gum insanity reached such a fever pitch, I can’t be sure. I DO know that gum not only comes in enough options to keep you chewing a different variation every day for two months straight,  but that it will also continue to astound you for as long with its packaging structures and designs. Whereas the standard gum package contained five long sticks or five short sticks and had an exterior that was fairly bland, today’s packages are resealable, with two levels of ten pieces each, eye-catching cover patterns and jaw-dropping flavors. There really is something for everyone:\r\n\r\nFeeling bold and heroic?\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/03/Stride.jpg\"><img class=\"size-full wp-image-2663\" title=\"Stride\" src=\"/wp-content/uploads/2011/03/Stride.jpg\" alt=\"\" width=\"107\" height=\"68\" /></a>\r\n\r\nFeeling semi-mainstream with a penchant for whiter teeth?\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/03/Orbit.jpg\"><img class=\"size-full wp-image-2665\" title=\"Orbit\" src=\"/wp-content/uploads/2011/03/Orbit.jpg\" alt=\"\" width=\"128\" height=\"91\" /></a>\r\n\r\nFeeling mysterious and adventurous?\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/03/51.jpg\"><img class=\"size-full wp-image-2667\" title=\"5\" src=\"/wp-content/uploads/2011/03/51.jpg\" alt=\"\" width=\"93\" height=\"71\" /></a>\r\n\r\nFeeling like dessert?\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/03/Trident1.jpg\"><img class=\"size-full wp-image-2671\" title=\"Trident\" src=\"/wp-content/uploads/2011/03/Trident1.jpg\" alt=\"\" width=\"137\" height=\"94\" /></a>\r\n\r\nFeeling like being a kid again?\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/03/Bubblicious.jpg\"><img class=\"size-full wp-image-2673\" title=\"Bubblicious\" src=\"/wp-content/uploads/2011/03/Bubblicious.jpg\" alt=\"\" width=\"173\" height=\"55\" /></a>\r\n\r\nDon’t like what you see? Make your own! Fans of EXTRA sugar-free gum can now create and purchase personalized packs featuring their photos and designs via Wrigley\'s first-ever custom-packaging offer, <a href=\"www.MyExtraGum.com\" target=\"_blank\">MyExtra</a>.\r\n\r\nAs you can see, manufacturers have been consistently pushing the envelope when it comes to flavors, shapes and benefits. But the truth is that what was first patented as modern chewing gum here in New York back in 1869 contains, for the most part, the same ingredients as our fancier-packaged versions today: chicle (or rubber), sweeteners, flavors and colors. In the late 1800s, there were only two brands really competing for your business. Now, gum is a product literally bursting with innovation across more than twenty brands. And while it is one of the smallest products on the market, the branding of each 2” x 3” pack is speaking volumes about a rectangle that has to do a lot of shouting to get you to buy it at your local bodega.\r\n\r\nHave you also been recently wowed by chewing gum? Or do you think we are about to reach the gum “bubble” – and if so, which brands will fall by the wayside when it bursts? Has a tiny pack no bigger than your business card made an impression on you for its design or flavor offerings, so much so that it made its way into your shopping bag? Just some things to chew on. (And in case you were wondering, it won’t sit in your stomach for seven years if you swallow it.)', 'Something to Chew On', '', 'inherit', 'closed', 'closed', '', '875-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 875, 'http://cbx.cappendev.com/875-revision-v1', 0, 'revision', '', 0),
(1372, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', 'We’re celebrating a birthday this week. That’s right, it’s the anniversary of the good ol’ US of A’s independence. It’s a celebratory time when Americans get together and share a strong national ethos of patriotism. It’s a time for questions like, hot dogs or hamburgers, where to see the fireworks and whether or not to take Friday off from work.\nBut while I was pondering these important questions along with the rest of the nation, something interesting on TV caught my eye. Between all those insanely annoying 4th of July discount mattress spots, the Fiat commercial got me to rewind, watch again and really think about what I had just seen.\n\nLet me quickly remind you that Fiat was reintroduced back into the U.S. in 2010. They adopted  the course of using celebrities as a shortcut to popularity, showing us people like Jennifer Lopez, Pitbull and even <a href=\"http://www.nydailynews.com/autos/pop-song-amazing-car-ad-pitbull-sexy-people-music-video-all-out-fiat-commercial-article-1.1350110\" target=\"_blank\">Charlie Sheen</a> (which was either a genius or half-witted decision). And while it’s evident that they’re trying to capture the attention of Millennials, with those spokespeople, they’re clearly struggling to find their image and what they stand for.\n\nFiat’s latest, very strategically timed commercial, portrays Paul Revere galloping through town exclaiming to the townspeople that it’s not the British, but the Italians who are coming. What a revolution for Fiat! They’ve finally embraced where they come from and courageously flaunted it at a time when the nation is being inundated with Americana. They’re leveraging their Italian auto ingenuity and sleek designs.\n\n<img class=\"alignleft  wp-image-6633\" title=\"Lucila2\" src=\"http://www.cbx.com/wp-content/uploads/2013/07/Lucila2.jpg\" alt=\"\" width=\"609\" height=\"321\" />\n\nThis leads me to the point that a brand’s identity needs to be authentic and believable. It grows from the foundation and the soul of a company. Shifts in identity can occur over time, but they should always stem from a core truth.\n\nFiat’s relaunch into such an important market, has inevitably faced its fair share of challenges. But it seems as if they’ve finally done some deep soul searching to get the brand right. It’ll be interesting to see if Fiat can stay on brand, as well as Americans’ reaction to the Italian “invasion.”\n\nCheck out the commercial <a href=\"http://www.youtube.com/watch?v=do9RSU46HzA\" target=\"_blank\">here</a>.', 'Stars, Stripes and Cannolis', '', 'inherit', 'closed', 'closed', '', '993-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 993, 'http://cbx.cappendev.com/993-revision-v1', 0, 'revision', '', 0),
(1373, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', 'When you look around the current media landscape, to says its “changed” would be an understatement. Over the past few years, there has been an explosion of new media platforms, content producers and content platforms all buttressed by technology. The sheer volume of content being produced by content creators (and who we deem as content creators) is hard to fathom and even harder to decipher in terms of its value, integrity and contribution to society. What we do know is there is an appetite for content from audiences. And no one party is more equipped to satiate those appetites than brands.\r\nAt CBX, we exist in the world of brands- how to make, shape and market them. As content becomes a more powerful and integral force in people’s lives, populating their conversations and day-today behavior, brands have an opportunity to insert themselves into those activities. But they need to do so carefully as audiences today are more discerning and apt to call BS should anything appear disingenuous or inauthentic.\r\n\r\nAt our third <strong>#StraightTalk</strong> event, where we invite thought leaders and experts we admire from their respective fields to banter and dissect a topic together, we recently welcomed two guests: <strong>Evan Minskoff, Head of Marketing </strong>at<strong> Tumblr</strong> and <strong>Bryan Tucker, Co-Founder </strong>of<strong> The Kicker </strong>and<strong> Co-Head Writer </strong>at<strong> Saturday Night Live</strong>. The topic was <strong>“Content and Culture”</strong> and each brought a somewhat similar perspective- that of a brand and a platform. The varying factor was while Saturday Night Live and The Kicker’s content come from its roster of esteemed writers and comedians, Tumblr’s content creators are its users. In a conversation with our <strong>CMO, Dustin Longstreth</strong>, both addressed this new dizzying state of brand affairs:\r\n\r\nWay back when (so maybe a few years ago?), brands had a soapbox approach to marketing. A one-way dialogue, in the form of a billboard or 60 second TV spot would convey a brand’s attributes and values leaving the consumer two choices- pay attention or don’t pay attention. Consume or don’t. Fast forward to today’s landscape where social media platforms, chat rooms and a dizzying array of ways to connect with other people dominate, brands are now forced to evolve their marketing strategies to accommodate this new era. However, many brands get it wrong; content is instead seen as a tactic that can be outsourced, brought back for a brand emblem to be applied, then delivered out into the world. This is incorrect.\r\n\r\n“The proliferation of creative expression tools has led to more open democratic platforms for people to self-express through user-generated content. Brands are now forced to think about how they want to be a part of that content – how to facilitate and fan the flames of those conversations,” says Minskoff. In an era where rabid conversations are happening – from the irreverent to the mundane to the serious- the opportunity for brands is not just in the background but to be an active player and participant in stoking those conversations. Minskoff discussed a recent campaign Tumblr did to support <strong>“March For Our Lives,”</strong> where the platform not only live-streamed the march but did a virtual march users could join in digitally as well. He believed it was important that “Tumblr put the runway in front of kids; we didn’t want to co-opt the movement.”\r\n\r\nUnderstanding who you’re trying to connect with, what they’re passionate about, and helping people further those conversations is the new form of marketing. As Tucker reiterates, “At The Kicker, we find the more specific we get, the more passionate the following. So instead of doing something broader with LeBron James, we instead do something with a Canadian hockey team and we’ll get 10 fans for life. If you can find places with communities and tap into them, that’s a good place to start.”\r\n\r\nSo if brands should now think of themselves as co-conspirators, are they supposed to provide messaging or tools? Can they do both? This is gray area that both Tumblr and The Kicker stated they were still trying to figure out, albeit with the understanding that entering and participating in conversations should be their new aim. Tucker states, “When we sit down with a brand, we look at it as partnership.” Because of the tight-knit and topics-focused community of The Kicker, its marketing department understand the value proposition of its platform and put it first. For a brand like The Kicker, their deep understanding of their nuanced community allows them to work with brands to craft the precise messaging to best impact them. On the other hand, with Tumblr’s value proposition is about “connecting people to their passion projects.” Tumblr sees itself as a tool for its users with Minskoff reiterating how the brand is constantly in pursuit of new technology to help further their goal. We wonder if perhaps Tumblr messenger is a not so distant option in our near future?\r\n\r\nTo cap off the night, both Evan and Bryan participated in a Q&amp;A with our audiences:\r\n\r\n<strong>Q: Bryan, does addressing multi-cultural audiences influence your storytelling? How in-tuned is Saturday Night Live with diversity?</strong>\r\n\r\n<strong>Bryan:</strong> Saturday Night Live has been around since 1975 and constantly renews and changes throughout its history. It has gotten more diverse, and not because of a quota, but because we wanted to tell more diverse stories.\r\n\r\n<strong>Q:  Bryan, when you create content, what is your main focus- to be funny or to think about how it will affect audiences? </strong>\r\n\r\n<strong>Bryan:</strong> It’s to be funny. And to be true to my style of funny. It’s always a collaboration and both environments are very collaborative. I think your real question is: How does a goofy white guy write for comedians like Chris Rock and Dave Chapelle? My first day on The Chris Rock Show, I asked Chris what I shouldn’t write. He said to me, “Don’t write black, write funny and I’ll make it black.”\r\n\r\n<strong>Q: Evan, what is the main driver for change at Tumblr? Is it how people are using or other influences? </strong>\r\n\r\n<strong>Evan:</strong> I’m unsure whether its technology or people that drives the change. But I would root for people. I see technology as an enabler and amplifier. If technology wasn’t what it was, I’d like to think people would still find ways to bring out those inclinations of connecting.\r\n\r\n<strong>Q: Both, how do you get brands to buy into your vision? And how to get them to talk back? </strong>\r\n\r\n<strong>Bryan:</strong> It’s a dialogue. The reason brands trust us is because we have years of experience; we have the proof of what’s worked for brands and that is our advantage.\r\n\r\n<strong>Evan:</strong> I hope that on a human level, brands are inclined to protect subcultures. We can never force brands to buy into our vision, but we can help them understand <em>their</em> vision and how <em>our</em> platform can help bring it to life. When we can understand the psychology of those brands, we can better help them achieve their goals.\r\n\r\n&nbsp;', 'StraightTalk #3 Recap: Content & Culture', '', 'inherit', 'closed', 'closed', '', '1117-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 1117, 'http://cbx.cappendev.com/1117-revision-v1', 0, 'revision', '', 0),
(1374, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', '<a href=\"http://cbxblog.com/wp-content/uploads/2010/04/DavidW_Blog_Thumb_nb-e1271789991691.jpg\"><img class=\"size-full wp-image-599\" title=\"DavidW_Blog_Thumb_nb\" src=\"/wp-content/uploads/2010/04/DavidW_Blog_Thumb_nb-e1271789991691.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a> By David W.\n<a href=\"http://cbxblog.com/wp-content/uploads/2010/06/LG_Soap.jpg\"><img class=\"size-full wp-image-1066\" title=\"LG_Soap\" src=\"/wp-content/uploads/2010/06/LG_Soap.jpg\" alt=\"\" width=\"500\" height=\"300\" /></a>\n\nSo I was cleaning out our basement the other day and at the bottom of a box that hadn\'t been scavenged in at least 10 years, I found an unopened package of soap. Irish Spring? Ivory? Dove? Nope. None of the above. This soap was branded LG.\n\nHmmmm. Like my television is an LG? Think back. Would I buy soap made by LG? Would it get me clean? What would it smell like? What do I know about LG and why would their soap be better than Irish Spring soap? Those Irish Spring people really know soap. They\'ve been making it for as long as I can remember. I know LG for technology and electronics. As a matter of fact, I\'m thinking that nothing branded “LG” better ever get too close to my bathtub.\n\nThis recent find got me thinking about the notion of Brand Stretch. Brand Stretch is the ability for your brand\'s associations to migrate to products and services not traditionally offered by your brand and make them feel believable to consumers. Brands are all about associations, and each brand is the sum of their particular associations. Those associations can be anything: industry, market, price point, quality, durability, expertise, graphics, heritage, the list is endless. So theoretically, if a company can make a new product that builds on several of their brand associations, they should be able to successfully stretch there.\n\nHere are a few of my favorite examples of Brand Stretches that go beyond the brands’ primary categories:\n\n<table>\n<tr>\n<td><a href=\"http://cbxblog.com/wp-content/uploads/2010/06/Armani.jpg\"><img class=\"size-full wp-image-1060\" title=\"Armani\" src=\"/wp-content/uploads/2010/06/Armani.jpg\" alt=\"\" width=\"500\" height=\"300\" /></a></td>\n</tr>\n\n<tr>\n<td style=\"padding-bottom: 20px;\"><font color=\"#808080\"><i>Armani selling style through private residences and a hotel</i></font></td>\n</tr>\n\n\n<tr>\n<td><a href=\"http://cbxblog.com/wp-content/uploads/2010/06/SkinCare.jpg\"><img class=\"size-full wp-image-1062\" title=\"SkinCare\" src=\"/wp-content/uploads/2010/06/SkinCare.jpg\" alt=\"\" width=\"500\" height=\"300\" /></a></td>\n</tr>\n\n<tr>\n<td style=\"padding-bottom: 20px;\"><font color=\"#808080\"><i>Evian and Aquafina selling purity through skincare</i></font></td>\n</tr>\n\n<tr>\n<td><a href=\"http://cbxblog.com/wp-content/uploads/2010/06/Cat.jpg\"><img class=\"size-full wp-image-1064\" title=\"Cat\" src=\"/wp-content/uploads/2010/06/Cat.jpg\" alt=\"\" width=\"500\" height=\"300\" /></a>\n</tr>\n\n<tr>\n<td style=\"padding-bottom: 20px;\"><font color=\"#808080\"><i>Caterpillar selling toughness through boots</i>\n</font>\n</tr>\n</table> ', 'Stretch it out', '', 'inherit', 'closed', 'closed', '', '937-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 937, 'http://cbx.cappendev.com/937-revision-v1', 0, 'revision', '', 0),
(1375, 1, '2018-09-24 18:48:59', '2018-09-24 18:48:59', '<em>Every summer at CBX, we welcome a talented group of interns to work across our design, strategy and client management departments. Alongside working on client projects, we task our interns with a group project to work on autonomously together. We ask them to combine their individual department expertise and work on the project as if it were a real-life client brief. Our ask:<strong> Develop a product and brand experience marketed to the C-suite.</strong></em>\r\n<em>Here’s a recap from the group themselves. Thanks to our class of Summer 2017: Sarah Mitty, Marie Daigle, Megan Brown, Eric Higgins, Darby Philbrick, Lindsey Case, Rachel Bergmann, and Emily Schaefer.</em>\r\n\r\n<strong>Phase 1: Assessing the ask</strong>\r\n\r\nAs a group that joined CBX eager to learn about as many aspects of branding and design as possible, we were excited about the broad and intriguing ask. Specifically, the opportunity to tackle an all-encompassing brief that would allow each of us to participate in duties beyond our departments. After our initial briefing, we collectively agreed the biggest challenge of the ask was how to market a product to a group we knew very little about. As a group of Millennials, we had few insights about C-suites, and realized our best bet would be to first learn and understand more about this very specific selection of people.\r\n\r\n<strong>Phase 2: Understanding our target</strong>\r\nOur first step was to focus in on our target demographic. In order to create a product that would appeal to them, we needed to understand the attitudes and behaviors of C-suites.\r\nAfter diving into research about this demographic, we gathered plenty of information on where our target liked to spend their time and income. However, we struggled to find a deeper insight that connected the C-suites on an emotional level. Through brainstorms with our mentors and individual soul searching, we realized the one thing that united them: <strong>the desire to accomplish great things through innovation.</strong>\r\n\r\nFrom this insight, we decided to create a product that would help increase mental power, leading us to the energy and nutrition category. We conducted a food and drink audit on various types of energy products from caffeinated ice cream to natural kombucha. Due to the oversaturation of energy foods and general lack of premium coffee replacements, we finally narrowed down our product to be a caffeinated energy drink. We divided the energy drink category into two audits: extreme (e.g. Red Bull, Moster) versus premium (e.g. Hackamore, Uptime). From these audits, we identified visual and verbal tonality and key messages that were working successfully and also took note of category generalizations to avoid.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2017/08/b2.jpg\"><img class=\"alignnone size-full wp-image-10687\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2017/08/b2.jpg\" alt=\"\" width=\"624\" height=\"361\" /></a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2017/08/b3.jpg\"><img class=\"alignnone size-full wp-image-10688\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2017/08/b3.jpg\" alt=\"\" width=\"624\" height=\"361\" /></a>\r\n\r\n<strong>Phase 3: Strategy</strong>\r\n\r\nOnce we finally decided on the energy drink category, we tackled strategy. We began with examining the white space in the category in combination with our target consumers to figure out how we could successfully position ourselves as a brand new option.\r\n\r\nOne strategic direction emerged: <strong>Positioning ourselves as a mental energy drink rather than promoting physical energy.</strong> From our competitive audits of both the extreme and premium energy categories, we identified that most other brands highlight physical energy, using sports imagery and messaging promoting motion and activity. Since our target consisted of high-aptitude people, we recognized the need for a drink that focused on mental energy. However, our challenge was to convince these A-type people who most likely believed they were already superior in their mental capabilities, that they needed more.\r\n\r\nThis led to our belief and purpose statement in communicating that the brain has an entire realm of untapped creative potential and our product would help facilitate the connection. We created the name, “<strong>nth°</strong>”, emphasizing uncapped energy and creativity. This strategy allowed us to focus on the science of the mind and potential for world-changing innovation as we entered the design phase.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2017/08/b4.jpg\"><img class=\"alignnone size-full wp-image-10689\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2017/08/b4.jpg\" alt=\"\" width=\"624\" height=\"323\" /></a>\r\n\r\n<strong>Phase 4: Design</strong>\r\n\r\nInitially, we designed two different concepts, “Down to a Science,” which focused on the world of untapped scientific brain power and “Mindful Minimalism,” which focused on sleek, straightforward intelligence. Our original sketches and renderings had a wide range of interpretations, with everything from intelligent symbols like light bulbs to fierce animals to creative patterns. Ultimately, we decided on Mindful Minimalism[SM1] , because it was unique to the category while still appealing to the C-suite consumer.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2017/08/b5.jpg\"><img class=\"alignnone size-full wp-image-10690\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2017/08/b5.jpg\" alt=\"\" width=\"624\" height=\"405\" /></a>\r\n\r\nOur final design was a perfect combination of all our ideas. From the structure to the degree sign, nth° owns the hexagon, which symbolizes an energy molecule. Much like our C-suite consumer, the front of the pack was clean and sleek. The flood of pattern that appears on the inside represents their creativity and innovation. The hexagonal pattern is infinite, conveying the limitless potential of the mind. The colors were inspired by premium whiskey packaging and the pop of gold gives the package an elite accent. Our copy is motivational, smart and confident , reflecting our brand personality.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2017/08/b6.jpg\"><img class=\"alignnone size-full wp-image-10691\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2017/08/b6.jpg\" alt=\"\" width=\"624\" height=\"321\" /></a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2017/08/b7.jpg\"><img class=\"alignnone size-full wp-image-10692\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2017/08/b7.jpg\" alt=\"\" width=\"624\" height=\"405\" /></a>\r\n\r\n<strong>Phase 5: Brand Activation</strong>\r\n\r\nFor the brand activation, we wanted to create a physical experience that reflected our brand values of innovation and intelligence while also making something that C-suites would take time out of their day to engage with.\r\n\r\nTo promote the idea of extraordinary innovation, we decided on creating the “nth° tour,” which would bring some of the world’s top innovators to speak at an event taking place in a unique hexagonal structure resembling our packaging. The top agencies in the area would be invited to the event, promoting an exclusive atmosphere that would be attractive to C-suites. The event would also feature free samples of our product and opportunity for the attendees to network and share ideas.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2017/08/b8.jpg\"><img class=\"alignnone size-full wp-image-10693\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2017/08/b8.jpg\" alt=\"\" width=\"624\" height=\"417\" /></a>', 'Summer 2017 Interns: Introducing nth°', '', 'inherit', 'closed', 'closed', '', '1082-revision-v1', '', '', '2018-09-24 18:48:59', '2018-09-24 18:48:59', '', 1082, 'http://cbx.cappendev.com/1082-revision-v1', 0, 'revision', '', 0),
(1376, 1, '2018-09-24 18:49:00', '2018-09-24 18:49:00', '<img class=\"alignnone size-full wp-image-4827\" title=\"Sandra_web\" src=\"http://www.cbx.com/wp-content/uploads/2012/07/Sandra_web.jpg\" alt=\"\" width=\"60\" height=\"60\" />\r\n<img class=\"size-full wp-image-4514 alignnone\" src=\"/wp-content/uploads/2012/07/talbots.jpg\" alt=\"Source: Reuters\" width=\"460\" height=\"350\" />\r\n<p style=\"text-align: left;\">After many months of negotiations, Talbots has become the latest victim/beneficiary of a <a href=\"http://www.foxbusiness.com/industries/2012/05/31/ending-lengthy-debate-talbots-lands-13m-takeover/\" target=\"_blank\">$193M takeover</a>. This is good news for a brand that needs to match the takeover with a makeover.</p>\r\n<p style=\"text-align: left;\">Today’s <a href=\"http://www.talbots.com/online/landing/landingPage.jsp?landingPage=google_july2012&amp;intcmp=20120625_julygoogleonlinecat_fromcatpage\" target=\"_blank\">Talbots catalog</a> lacks excitement and energy. See the fossilized images below.</p>\r\n<img class=\"alignnone size-full wp-image-4508\" title=\"SandraTalbot2\" src=\"/wp-content/uploads/2012/07/SandraTalbot2.jpg\" alt=\"\" width=\"457\" height=\"313\" />\r\n\r\nMy mother shops at Talbots and she’s in her 70s. Late 70s. That’s not exactly a recipe for success (no offense mom). On the upside, even preppy and conservative can look cool these days. Just look at what Bill Cunningham snaps for the New York Times. Enough said.\r\n\r\n<img class=\"alignnone size-full wp-image-4509\" title=\"SandraTalbot3\" src=\"/wp-content/uploads/2012/07/SandraTalbot3.jpg\" alt=\"\" width=\"455\" height=\"352\" />\r\n\r\nIf I were running Talbots I would reshape them based on an inspiration of looking like the cool mom of the <a href=\"http://www.jcrew.com/index.jsp\" target=\"_blank\">J.Crew store</a>. Over the past couple of years, J.Crew has updated the classic preppy and conservative with a fun, minimalist and modern vibe that comes to life in the displays and merchandise selection. They have made preppy aspirational again.\r\n\r\n<img class=\"alignnone size-full wp-image-4510\" title=\"SandraTalbot4\" src=\"/wp-content/uploads/2012/07/SandraTalbot4.jpg\" alt=\"\" width=\"447\" height=\"324\" />\r\n\r\nLet’s be honest, we’ll always have the prepsters with us. They will always read the <a href=\"http://www.alibris.com/booksearch.detail?invid=11302469335&amp;qwork=4809897&amp;qsort=&amp;page=1\" target=\"_blank\">Preppy Handbook</a>.\r\n\r\n<img class=\"size-full wp-image-4511 alignleft\" style=\"margin-left: 4px; margin-right: 4px;\" title=\"SandraTalbot5\" src=\"/wp-content/uploads/2012/07/SandraTalbot5.jpg\" alt=\"\" width=\"145\" height=\"221\" />\r\n\r\nBut they are growing up and need a store that will grow with them. Talbots should definitely take a look at this as an opportunity for where to take the brand and store experience.', 'Takeover Plus a Makeover', '', 'inherit', 'closed', 'closed', '', '923-revision-v1', '', '', '2018-09-24 18:49:00', '2018-09-24 18:49:00', '', 923, 'http://cbx.cappendev.com/923-revision-v1', 0, 'revision', '', 0),
(1377, 1, '2018-09-24 18:49:00', '2018-09-24 18:49:00', 'I’m not sure if it was the crisp air slapping against my face or the rush of adrenaline, but during a recent game of flag football, I learned to appreciate something: I’ve been lucky to have a great group of friends who are also my co-workers.\r\nThe way that we rely on each other as teammates in a game – acting as a unit, trusting, supporting and looking out for each other – informs how we interact in life and at work. I hadn’t really put much thought into that connection before; I’ve simply enjoyed all of the activities, conversations and laughs we’ve had over the years. But as I analyze my post-college career, I can attribute much of my professional growth and success to these “teammates” I’ve met along the way. Every time they’ve talked me through a design rut, given me that much needed distraction, brightened my mood on a dreary Monday or compelled me to laugh until I had tears streaming down my face, they’ve kept me on track for success.\r\n\r\nWould all of the great ideas I’ve had been possible without this sympathetic and supportive atmosphere? I’m not so sure. Hearing other’s thoughts, experiences and points of view have allowed me to travel where I’ve never been, see the world through another’s eyes and connect emotionally through their experiences.\r\n\r\nSo I think it’s time to adjust our perspective: instead of focusing on “what” your team will be for your next project, focus on “who” your teammates will be and what you can learn from them (and they from you). Use this new outlook to break new ground at your next brainstorm – nothing brings out the extrovert in all of us quite like the ease of friendship.  Joking around and bantering frees us to let our guard down, take more risks, and develop real life bonds. And once you’ve solidified these bonds, take note of the “inspiration on the fly” atmosphere you’ve created.\r\n\r\nWe’re all subject to the daily grind and can easily lose sight of how we are influenced by those around us. But it’s important to remember that before becoming a “co-worker,” we are people with interests, hobbies and lives outside of the office. Breaking the ice to learn about who we are, rather than what we are hired to do, can create an invaluable bond with others and open doors to new solutions and possibilities. So take it outside the office. Take the time to discover that these are people you can lean on, depend on and trust – just as you would a friend or teammate on your sports team ­– to maximize personal growth and project potential.\r\n\r\nThe support and camaraderie of my teammates have not only made me a better person, designer and director, but have helped create a work environment that feels like so much more than a place to fulfill client needs. It feels like a place I can truly be myself… it feels like home.', 'Team vs. Teammates: The importance of friendship in the workplace', '', 'inherit', 'closed', 'closed', '', '1029-revision-v1', '', '', '2018-09-24 18:49:00', '2018-09-24 18:49:00', '', 1029, 'http://cbx.cappendev.com/1029-revision-v1', 0, 'revision', '', 0);
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(1378, 1, '2018-09-24 18:49:00', '2018-09-24 18:49:00', 'Last Saturday, I went shopping at Garden State Plaza with my family. I had been on maternity leave for around 3 months but was now back in the game and excited to be out and about. As a cultural strategist, I was looking forward to some voyeurism; instead I somehow became part of the experience. The thought was, grandma Jean was in from Scotland and who doesn’t like a good shop?\r\nOur original list was minimal–a spring trench and a belt–but we were enjoying the walkabout.\r\n\r\n<strong>First experience: C Wonder</strong>\r\n\r\nThe jackets here were navy and made of classic rain gear (picture thick rubbery plastic). No thanks. But I did find an adorable floral top. My 5-year-old son was already in the dressing room, giggling away. I found him playing with a touch screen on the wall, organized by mood music, volume and lighting with an inviting button screaming, “NEED HELP? Press me!” Well, it was only to the count of 10 before a dance party erupted with Grandma Jean doing her best twerk to the mood \"<strong><em>wonderful</em></strong>.\"\r\n\r\n<img class=\"alignleft  wp-image-7976\" title=\"ThaWasAMall1\" src=\"http://www.cbx.com/wp-content/uploads/2014/05/ThaWasAMall13.jpg\" alt=\"\" width=\"649\" height=\"428\" />\r\n\r\n<strong>Next experience: Anthropologie</strong>\r\n\r\nBefore we could even find the jackets and belts, our attention veered to a cool arts and crafts table, complemented by mini cupcakes, macaroons, juice and water and a friendly attendant who made it clear that she would watch our son while we perused the store. The next 10 minutes were spent trying on flirty hats and jackets. We left with a belt, a beautiful butterfly watercolor drawing by Brodes and the sweet taste of macaroon on our tongues.\r\n\r\n<img class=\"alignleft size-full wp-image-7958\" title=\"ThatWasMall2\" src=\"http://www.cbx.com/wp-content/uploads/2014/05/ThatWasMall2.jpg\" alt=\"\" width=\"650\" height=\"379\" />\r\n\r\n<strong>Next experience: Reebok</strong>\r\nWe blew right past this one, the 3 -month-old was napping and not in the mood to ‘train and get fit’.\r\n\r\n<img class=\"alignleft size-full wp-image-7959\" title=\"ThatWasAMall3\" src=\"http://www.cbx.com/wp-content/uploads/2014/05/ThatWasAMall3.jpg\" alt=\"\" width=\"649\" height=\"225\" />\r\n\r\n<strong>Final experience: dancing model</strong>\r\nSmack dab in the middle of the mall, we ran right into a model dancing with “sprockets-inspired” moves. When I got my camera out, she assumed the classic model stance. My husband definitely enjoyed that one.\r\n\r\n<img class=\"alignleft size-full wp-image-7960\" title=\"ThatWasAMall4\" src=\"http://www.cbx.com/wp-content/uploads/2014/05/ThatWasAMall4.jpg\" alt=\"\" width=\"650\" height=\"800\" />\r\n\r\nAfter a brief stint at the aquatic-themed play area, we were outta there.\r\n\r\n<img class=\"alignleft size-full wp-image-7961\" title=\"ThatWasAMall5\" src=\"http://www.cbx.com/wp-content/uploads/2014/05/ThatWasAMall5.jpg\" alt=\"\" width=\"650\" height=\"379\" />\r\n\r\nThat is, after we considered spending $60,000 on a Tesla Model S. Instead, we spent $100 on a belt, a pair of sandals and some hair products.\r\n\r\n<img class=\"alignleft size-full wp-image-7962\" title=\"OLYMPUS DIGITAL CAMERA\" src=\"http://www.cbx.com/wp-content/uploads/2014/05/ThatWasAMall6.jpg\" alt=\"\" width=\"650\" height=\"379\" />\r\n\r\nI couldn’t get the image of the mall from <em>Fast Times at Ridgemont High</em> out of my mind, THE quintessential mall of my youth. That was a mall, this was an experience. Guess the future has finally arrived. That is, if you can afford it.\r\n\r\n&nbsp;', 'That Was a Mall, This is an Experience', '', 'inherit', 'closed', 'closed', '', '1015-revision-v1', '', '', '2018-09-24 18:49:00', '2018-09-24 18:49:00', '', 1015, 'http://cbx.cappendev.com/1015-revision-v1', 0, 'revision', '', 0),
(1379, 1, '2018-09-24 18:49:00', '2018-09-24 18:49:00', 'A few years ago fashion designers and <a href=\"http://http://www.elle.com/runway/pre-fall/pre-fall-2013/\" target=\"_blank\">editorial</a> started labeling collections between summer and fall with “pre-fall” to acknowledge a need state for consumers to bridge the light fabrics and colors before Labor Day with the beginning of colder weather. What I’ve been noticing lately across other industries is how the notion of “pre” state insights is opening up marketing opportunities for hyper-targeted messages and products.<img class=\"alignleft size-full wp-image-7374\" title=\"Sandra2\" alt=\"\" src=\"http://www.cbx.com/wp-content/uploads/2014/01/Sandra2.jpg\" width=\"596\" height=\"695\" />\r\n\r\n\r\nThe other day I saw a commercial for <a href=\"http://www.zicam.com/what%27s_a_pre-cold/\" target=\"_blank\">Zicam</a> that talked about how to avoid a “pre-cold.” What. Is. That. But of course, after I got over the ridiculousness of the marketing tactic, I realized that many people share the foreboding of a cold and can feel it before it happens, so it make sense that tapping into that dread could open up opportunities for new products and/or more tailored messaging.\r\n\r\n<img class=\"size-full wp-image-7395 alignright\" title=\"Sandra4 copy\" alt=\"\" src=\"http://www.cbx.com/wp-content/uploads/2014/01/Sandra4-copy.jpg\" width=\"215\" height=\"398\" />\r\n\r\nWhat are some other industries that might take advantage of this “pre” need state?\r\n\r\nBeauty: they have long been doing preparative and anticipatory tactics. Healthy and beautiful hair is one thing, but fighting pre-breakage? Let’s go. We want to avoid split ends and weak hair, so let’s talk that.\r\n\r\nFinance: we know we want retirement funds to grow over time, but what about our investments for “living the life” pre-retirement. Yes, that “pre-retirement” account is coming to an investment fund near you.\r\n\r\nFood: what snack maker doesn’t want to encourage more noshing. We already have the idea of pre-gaming, where presumably you indulge in nachos and beer before you have more nachos and beer. Well, pre-lunch or pre-dinner are two ways to talk about filling the gap before the big meal with something that will stave off hunger but not substitute a meal.\r\n\r\nRetail: it is only a matter of time when we have a pre-Christmas shopping season. I realize that anything before December 25 already qualifies, but since last year stores started Black Friday early, consumers started avoiding lines by going online. It’s only a matter of time when the pre-Christmas period starts right after Halloween.\r\n\r\n<a href=\"http://www.cbx.com/wp-content/uploads/2014/01/Sandra5.jpg\"><img class=\"alignleft  wp-image-7377\" title=\"Sandra5\" alt=\"\" src=\"http://www.cbx.com/wp-content/uploads/2014/01/Sandra5.jpg\" width=\"623\" height=\"151\" /></a>\r\nAny company looking to create a new need state that can later be used to sell more need should only look at what anxieties people have or things they try to avoid. For those hypochondriac or disaster scenario planners, “pre” products offer a world of solutions to problems because many are untapped insights that marketers can use to their advantage.', 'The “Pre” Condition', 'A few years ago fashion designers and editorial started labeling collections between summer and fall with “pre-fall” to acknowledge a need state for consumers to bridge the light fabrics and colors before Labor Day with the beginning of colder weather.', 'inherit', 'closed', 'closed', '', '1004-revision-v1', '', '', '2018-09-24 18:49:00', '2018-09-24 18:49:00', '', 1004, 'http://cbx.cappendev.com/1004-revision-v1', 0, 'revision', '', 0),
(1380, 1, '2018-09-24 18:49:00', '2018-09-24 18:49:00', 'The <a href=\"https://www.facebook.com/3PercentConference\" target=\"_blank\">3% Conference</a> was held in San Francisco last week and thanks to my forward-thinking thinking CBX bosses, I got the chance to go. For those who are not familiar with it, the 3% Conference is a forum dedicated to helping women ascend in the largely male dominated led businesses of marketing, advertising and branding. There are lots of women in the lower and mid ranks – but not so much at the top. The name “3% Conference” comes from a widely reported sad statistic that only about 3% of advertising creative directors are women. (I have to assume that this percentage applies to “Executive Creative Directors”; from my experience, the gender disparity is not as great at the CD level.)\nWhat was especially cool about the conference (beyond all the awesome girl power, of course) was that it was not just a conference. It was an invitation to join a movement. The organizers really understand that to create change, a broad swath of people need to recognize a problem, be inspired and take action. So if you are a brand in hopes of creating a movement, consider these 3% principles: \n\n- Choose an iconic way to show visible progress. I love the fact that we can expect the name of the movement itself to change over time and be a visible sign of progress. I can’t wait for the “5% Conference” next year, and then someday, the “50% Conference!” \n\n- Ask for “micro-actions.” The conference organizers and speakers were consistently asking participants to identify what actions they as individuals could undertake in order to help bring the desired future to life. They are asking us all take personal responsibility and be accountable. And by couching the requests in terms of “micro-actions” it helped show that the behaviors were attainable and realistic in scope and scale. \n\n- Create community. Tweeting, Facebooking and face-to-face connections were all highly encouraged. The conference is going on the road, doing a multi-city tour, and will provide more opportunities for participation and additional forums to connect.  \n\n- Provide benefits for the participants.  I won’t throw anyone under the bus but there are lots of brand-led movements out there that ask folks to take action and get engaged but fail to provide the participant with any intrinsic or external rewards. The 3% movement is flush with benefits. The conference provided models, tools and inspiration to advocate successfully for oneself in the workplace as well as some education on self-care. Well done!\n\nIf you are intrigued by the 3% Conference or its mission, I highly recommend checking out the <a href=\"http://www.youtube.com/watch?v=tAvlCs3JU4c\" target=\"_blank\">keynote speech</a> given by Cindy Gallop. She makes a fantastic case for why it is good for women, good for men and good for business when women have a seat at the table. Go ahead, watch it, it’s just a micro-action. \n', 'The 3% Conference', '', 'inherit', 'closed', 'closed', '', '1001-revision-v1', '', '', '2018-09-24 18:49:00', '2018-09-24 18:49:00', '', 1001, 'http://cbx.cappendev.com/1001-revision-v1', 0, 'revision', '', 0),
(1381, 1, '2018-09-24 18:49:00', '2018-09-24 18:49:00', 'By Rachel K.\n<a href=\"http://cbxblog.com/wp-content/uploads/2010/10/a4.jpg\"><img class=\"size-full wp-image-1737\" title=\"a4\" src=\"/wp-content/uploads/2010/10/a4.jpg\" alt=\"\" width=\"501\" height=\"317\" /></a>\n\nThe other day my 15-month-old son Ryder got visibly upset (which entails him muttering \"mamama\" repeatedly) when I wouldn’t let him play with my iPhone. Truth be told, he’d rather suck on the case than use the phone to call his Brooklyn cohorts. But my four-year-old nephew is another story. Not only is he adept at using his finger to slide photos across the screen, but he can also use the gadget to decorate fake cupcakes, learn new words, play Dora games and more. In fact, he’s already requested his own iPod Touch from his parents… a $229 product for a child just out of diapers!\n<br />\nSo it was hardly a surprise when I read in <a href=\"http://www.fastcompany.com/1697645/how-steve-jobs-stole-christmas-apple-products-top-of-every-kids-wish-list\" target=\"_blank\">Fast Company</a> this week that the iPhone 4, iPod Touch and iPad dominated the top three places on the Duracell Toy Report’s list of most-wanted Christmas gifts. Of the more than 2,000 children and parents polled, 39% of children desired Apple gadgets this year: 17% of five- to eight-year-olds, 50% of nine- to 12-year-olds and 66% of 13- to 16-year-olds all putting Apple items at the top of their lists.\n<br />\nNow, as adults, we’ve all felt the pull of Apple’s beautifully designed products. So with parents holding onto and \"playing\" with their own toys (aka smartphones) 24/7, is it any wonder that kids/babies today want the very same toys themselves? We as adults are captivated by them, so should we expect any less from our babes?\n<br />\nIt’s all contributing to what my colleague Gregg Lipman dubbed “<a href=\"http://adage.com/cmostrategy/article?article_id=144249\" target=\"_blank\">Generation Everything</a>”, which speaks to the fact that there is now very little difference between adult spending preferences and youth/young adult spending preferences. Gregg notes: “Companies [like Apple] have successfully created branding stories that resonate across a spectrum of ages because they have largely ignored age-based demographic \"insights\" as they were, and instead focused on harnessing societal (the blurring of the generation/cultural gap) and technological (the desire to be ever more connected) trends to their benefit.” In layman\'s terms, Apple has created products broad enough that savvy, second parties have come in and created applications that are cross-generational, from cupcake-decorating apps, which my nephew can play, to brain teaser apps, which my 94-year-old grandma can play. Why let a four-year-old pretend to be like Mommy and simply hold a phone when he can have Mommy buy him a game app so he can actually play with the phone?\n<br />\nThat’s capitalism, friends, and precisely how a computer company like Apple can quickly become as trendy and relevant as my generation’s Cabbage Patch Kids.', 'The Apple Doesn&#039;t Fall Far From the X-mas Tree', '', 'inherit', 'closed', 'closed', '', '857-revision-v1', '', '', '2018-09-24 18:49:00', '2018-09-24 18:49:00', '', 857, 'http://cbx.cappendev.com/857-revision-v1', 0, 'revision', '', 0),
(1382, 1, '2018-09-24 18:49:00', '2018-09-24 18:49:00', '<img src=\"file:///Users/lise/Library/Caches/TemporaryItems/moz-screenshot.png\" alt=\"\" /><img src=\"file:///Users/lise/Library/Caches/TemporaryItems/moz-screenshot-1.png\" alt=\"\" /><img src=\"file:///Users/lise/Library/Caches/TemporaryItems/moz-screenshot-2.png\" alt=\"\" /><img src=\"file:///Users/lise/Library/Caches/TemporaryItems/moz-screenshot-3.png\" alt=\"\" /><img src=\"file:///Users/lise/Library/Caches/TemporaryItems/moz-screenshot-4.png\" alt=\"\" /><a href=\"http://cbxblog.com/wp-content/uploads/2011/04/MegAsaro_Blog.jpg\"><img class=\"alignnone size-full wp-image-2925\" title=\"MegAsaro_Blog\" src=\"/wp-content/uploads/2011/04/MegAsaro_Blog.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a>\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/04/IMG_2396.jpeg\"><img class=\"size-medium wp-image-2919 aligncenter\" title=\"IMG_2396\" src=\"/wp-content/uploads/2011/04/IMG_2396-300x225.jpg\" alt=\"\" width=\"410\" height=\"300\" /></a>\r\nMy 23-month-old son knows and loves Barney, Elmo, Mickey, Dora, Diego, Grover. He is learning his<a href=\"http://www.youtube.com/watch?v=tAnz4yRDxGE&amp;feature=related\" target=\"_blank\"> letters and numbers on Youtube</a>. And he is constantly grabbing for my iPhone. But, all the while, there is this little voice in me wanting him to unplug, play and be free, explore, get bored even. It is in that quiet time that the human mind explores and creates.\r\n\r\nUnfortunately, he had no say in the matter. Defined as those born 2000+, “Binary Generation” members have their birth dates written in code and their brains learning how to interact with a world increasingly driven by technology.  Today’s tykes, like my son, are as <a href=\"http://abcnews.go.com/Technology/toddlers-tech-screens-created-equal/story?id=11910667\" target=\"_blank\">iPhone obsessed as their parents</a>, if not more so.  Maybe it is because of its intuitive nature, or maybe it is because of the number of apps that cater to toddlers, but it makes me wonder: what is the technology tipping point?\r\n\r\nI vividly remember my first piece of technology in the 70’s. It was called Blockbuster and I played it so much, the touch pad deteriorated into a bumpy wasteland. In the 80’s, my relationship with technology heightened to learning how to use a computer, F-1 here, F-4 there. Old school indeed but exciting, not so much.\r\n\r\nNowadays, technology is both ubiquitous and inviting, always within touching distance. As a child of the 70’s, I had a lot of freedom. The doors were never locked and a spud game was usually on in the neighborhood. Today’s kids are practically exposed to technology in the womb and communicate via screens more than face to face. For The Binary Generation, technology is omnipresent in their homes, the schools, cars, everywhere.\r\n\r\nNow, I love technology as much as the next guy but, I also fondly remember vegging out for hours in front of the boob tube or playing my beloved Blockbuster. In those moments, one doesn’t truly engage. The connection is more of a falsehood, programmed and calculated, not real and human.\r\n\r\nWhich is why, when my son cries “compuper, compuper!!”, I know what I’m up against as a parent. But, as branders, I believe we also carry a responsibility to deliver on experiences in the products we market. Humans crave technology but what will resonate in the memory banks of today’s kids? A facebook post or running around outside with their friends? Only the future will show us what hours of passive engagement does to a developing mind. My instinct is that members of The Binary Generation will be our guinea pigs.', 'The Binary Generation', '', 'inherit', 'closed', 'closed', '', '878-revision-v1', '', '', '2018-09-24 18:49:00', '2018-09-24 18:49:00', '', 878, 'http://cbx.cappendev.com/878-revision-v1', 0, 'revision', '', 0),
(1383, 1, '2018-09-24 18:49:00', '2018-09-24 18:49:00', '<a href=\"http://cbxblog.com/wp-content/uploads/2010/07/Karen-Smith-blog1-e1278536954548.jpg\"><img class=\"size-full wp-image-1125\" title=\"Karen Smith blog\" src=\"/wp-content/uploads/2010/07/Karen-Smith-blog1-e1278536954548.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a> By Karen S.\n<a href=\"http://cbxblog.com/wp-content/uploads/2010/09/colman-camping.jpg\"><img class=\"size-full wp-image-1367\" title=\"colman camping\" src=\"/wp-content/uploads/2010/09/colman-camping.jpg\" alt=\"\" width=\"500\" height=\"250\" /></a>\n\nLately, I’ve been noticing a number of brands that are trying to shift themselves into a new space, twisting their identities to fit new targets, environments or occasions. Some seem more likely to succeed than others.\n\nColeman Stoves for example, a truly functional brand, is tapping into two big, but not necessarily aligned, trends – nostalgia and social networking.  They tug at consumers’ heartstrings by reminding them of good times camping with family, making connections around meals and having fun, all of which have nothing to do with video games, television or i-anything.  While I think the nostalgia piece is pretty credible for Coleman, while the social networking nod is a bit off.  (Interestingly though, the Coleman Facebook page seems cold and functional. I think that’s a miss for them.)\n\nWho doesn’t love Pop-Tarts? They’re delicious, quick, and come in great flavors.  For years, Kellogg’s marketed them as a fast breakfast, an on-the-go alternative to eggs and oatmeal. Which was fine, except it kept Pop-Tarts in a niche. Recently, though Pop-Tarts has been reinvented, tapping into what I think was probably a great insight – Pop-Tarts are FUN, any time of day! By making Pop-Tarts more of a fun treat, Kellogg’s has given the brand a new, lively personality, inviting consumers to have them any time of day, and even experiment with them with additions like ice cream. They’re keeping the image of moms and kids, but now they’re adding a whole lot of personality for the brand, too.\n\n<a href=\"http://cbxblog.com/wp-content/uploads/2010/09/Chinet.jpg\"><img class=\"size-full wp-image-1373\" title=\"Chinet\" src=\"/wp-content/uploads/2010/09/Chinet.jpg\" alt=\"\" width=\"447\" height=\"317\" /></a>\n\nPaper plates are paper plates, right? Not when they’re Chinet. Chinet takes a product with a traditionally functional point of view and turns it into a way to connect with friends and family. While competitors talk about strength and style, Chinet has been going right to the heart of the family, capturing the moments where paper plates can help us bond with others. I get it, and I like the optimistic scenarios. It’s an interesting and heartfelt twist on the category.\n\n<object classid=\"clsid:d27cdb6e-ae6d-11cf-96b8-444553540000\" width=\"449\" height=\"303\" codebase=\"http://download.macromedia.com/pub/shockwave/cabs/flash/swflash.cab#version=6,0,40,0\"><param name=\"allowFullScreen\" value=\"true\" /><param name=\"allowscriptaccess\" value=\"always\" /><param name=\"src\" value=\"http://www.youtube.com/v/_wXRDSBmMH8?fs=1&amp;hl=en_US\" /><param name=\"allowfullscreen\" value=\"true\" /><embed type=\"application/x-shockwave-flash\" width=\"449\" height=\"303\" src=\"http://www.youtube.com/v/_wXRDSBmMH8?fs=1&amp;hl=en_US\" allowscriptaccess=\"always\" allowfullscreen=\"true\"></embed></object>\n\nTalbots has been a symbol of classic women’s wear for years. It’s been a solid brand with a loyal core target: the mature woman with a relatively classic (read: conservative) style. Now, thanks to a few key Michelle Obama sightings and the face of Linda Evangelista, there’s a new Talbots in town, a younger, sleeker, more chic version with a bit of sex appeal. Time will tell if this new twist on the Talbots’ image will play in Peoria.\n\n<a href=\"http://cbxblog.com/wp-content/uploads/2010/09/talbot.jpg\"><img class=\"size-full wp-image-1380\" title=\"talbot\" src=\"/wp-content/uploads/2010/09/talbot.jpg\" alt=\"\" width=\"447\" height=\"540\" /></a>\n\nBrands continue to search for that emotional sweet spot, so to speak, connecting with consumers and trying to make shoppers feel they can’t live without them. As brands shift themselves, understanding what keeps the core and draws the new is what gives the zig zag some zip!', 'The Brand Zig Zag', '', 'inherit', 'closed', 'closed', '', '850-revision-v1', '', '', '2018-09-24 18:49:00', '2018-09-24 18:49:00', '', 850, 'http://cbx.cappendev.com/850-revision-v1', 0, 'revision', '', 0),
(1384, 1, '2018-09-24 18:49:00', '2018-09-24 18:49:00', 'Hollywood has gone crazy for camp—camp TV shows, that is. A few weeks ago, two camp-centric shows premiered: the scripted Camp, a dramedy on NBC, and Summer Camp, a reality show featured on USA. In the latter, a group of twentysomethings return to their favorite place on earth to compete for big bucks. Think of it as Survivor with cabins.\r\nIt’s a goofy premise, but I was instantly hooked. I consider the summer camp of my youth to be my favorite place on earth. I went to camp for ten straight summers, from ages 7 to 16. And while my camp was filled mostly with upper middle class suburban kids who didn’t know nitty-gritty wilderness survival from Kumbaya, it was still a heck of a lot more rugged and bare bones than sleepaway camps today, they with their air- conditioned bunks, constant email communication with parents and Color War breakouts featuring celebrities like Rihanna and Jay Z.\r\n\r\nNot surprisingly, because of their hefty price tags (upwards of $10,000 for seven weeks), camps, like universities, are becoming increasingly specialized. There are thousands of different camps out there, with offerings to suit every kind of overscheduled, helicopter-parented, gluten-free, aspiring blogger/basketball player/performance artist. Camps have also gotten super savvy at branding. Many staffs employ people who tweet, blog and post on Facebook about camp activities, as a way to keep parents informed, but more, to spread the word about the awesomeness of their offerings.\r\n\r\nAnd just how awesome ARE they? Here’s a taste of some of the more unique camps out there and just who they are trying to reach with their branding efforts:\r\n\r\n<strong>Plantation Farm Camp</strong>\r\n<strong><img class=\" wp-image-6717 alignleft\" style=\"margin-bottom: -5px;\" title=\"jrthree\" src=\"http://www.cbx.com/wp-content/uploads/2013/07/jrthree.gif\" alt=\"\" width=\"260\" height=\"167\" /></strong><span style=\"text-decoration: underline;\">What:</span> A sustainable, environmentally conscious camp set on a farm in the Sonoma Redwoods\r\n<span style=\"text-decoration: underline;\">Where:</span> Sonoma, California\r\n<span style=\"text-decoration: underline;\">Target audience:</span> Parents who’ve read The Omnivore’s Dilemma\r\n<span style=\"text-decoration: underline;\">Why:</span> Campers interact with plants, animals and nature and go to the roots – literally.\r\n<span style=\"text-decoration: underline;\">Uniform:</span> Hemp t-shirts, TOMS shoes\r\n<span style=\"text-decoration: underline;\">Camp menu:</span> Raw, whole grain, gluten free\r\n\r\n<strong>Surf Diva\'s All-Girls Overnight Surf Camp</strong>\r\n<strong><img class=\"wp-image-6718 alignleft\" style=\"margin-bottom: -3px;\" src=\"http://www.cbx.com/wp-content/uploads/2013/07/boarding-school-group.jpg\" alt=\"\" width=\"257\" height=\"160\" /></strong><span style=\"text-decoration: underline;\">What:</span> An all-inclusive surf camp for girls\r\n<span style=\"text-decoration: underline;\">Where:</span> San Diego, California\r\n<span style=\"text-decoration: underline;\">Target audience:</span> Girls who’ve watched the movie Blue Crush ten times or more and who think Gabrielle Reece is a goddess\r\n<span style=\"text-decoration: underline;\">Why:</span> Riding the waves is way cool, helps you get in great shape and builds self-confidence for girls who hope to be future Sheryl Sandbergs and Marisa Mayers.\r\n<span style=\"text-decoration: underline;\">Uniform:</span> Quiksilver bikini\r\n<span style=\"text-decoration: underline;\">Camp menu:</span> Bananas, water and lots of carbs\r\n\r\n<strong>Thrill Coaster Tours  </strong>\r\n<strong><img class=\" wp-image-6719 alignleft\" style=\"margin-bottom: -5px;\" title=\"rollercoastercamp\" src=\"http://www.cbx.com/wp-content/uploads/2013/07/rollercoastercamp.jpg\" alt=\"\" width=\"264\" height=\"177\" /></strong><span style=\"text-decoration: underline;\">What:</span> A roller coaster camp. I kid you not.\r\n<span style=\"text-decoration: underline;\">Where:</span> Various cities across America (that have roller coasters, of course)\r\n<span style=\"text-decoration: underline;\">Target audience:</span> Thrill-seekers, acrophobics  Why: This is a teen tour with a spin; kids visit various amusement parks around the country and try out their roller coasters. Plus, they get to travel by luxury bus and stay at Marriott hotels along the way. Not exactly “roughing it.”\r\n<span style=\"text-decoration: underline;\">Uniform:</span> Nothing too revealing, lest you have a wardrobe malfunction on the rides.\r\n<span style=\"text-decoration: underline;\"> Camp menu:</span> As little as possible; you don’t want to lose your lunch, so to speak!\r\n\r\n<strong>New York Film Academy Camps </strong>\r\n<span style=\"text-decoration: underline;\">Wh</span><strong><img class=\"wp-image-6720 alignleft\" style=\"margin-bottom: -5px;\" title=\"tumblr_lhg34pD3No1qexvix\" src=\"http://www.cbx.com/wp-content/uploads/2013/07/tumblr_lhg34pD3No1qexvix.jpg\" alt=\"\" width=\"260\" height=\"144\" /></strong><span style=\"text-decoration: underline;\">at:</span> camp for teen and tween cinephiles\r\n<span style=\"text-decoration: underline;\">Where:</span> Film-loving cities around the world: New York, LA, Paris, London\r\n<span style=\"text-decoration: underline;\"> Target audience:</span> Aspiring Scorseses, Tarantinos and Coppolas (Sofia, of course)\r\n<span style=\"text-decoration: underline;\">Why:</span> Because Hollywood’s a competitive place – why not get a head start?\r\n<span style=\"text-decoration: underline;\">Uniform:</span> Hollywood casual, with a digital video camera on your shoulder\r\n<span style=\"text-decoration: underline;\">Camp menu:</span> Whatever you eat, you’ll be ordering it “off the menu.”\r\n\r\nOf course, there are plenty of plain old overnight camps out there, whether they are in Upstate New York, Northern Michigan or Santa Fe, New Mexico. Not all of them sell some kind of fancy hook to get kids packing their bags for the summer. But in this day and age, that certainly can’t hurt. Personally, I wouldn’t mind ditching my husband and kids for two months and trying out that surf camp. Or maybe I’ll just send in an audition tape for season two of Summer Camp.', 'The Branding of Camp', '', 'inherit', 'closed', 'closed', '', '995-revision-v1', '', '', '2018-09-24 18:49:00', '2018-09-24 18:49:00', '', 995, 'http://cbx.cappendev.com/995-revision-v1', 0, 'revision', '', 0),
(1385, 1, '2018-09-24 18:49:00', '2018-09-24 18:49:00', 'Music is being consumed in a variety of ways in 2013. From set streams to podcasts and everything in between, technological advancements allow users to have unlimited access to their favorite artists in most, if not all settings. The occasions in which these collections of sonic rhythms are listened to are endless, but live performance still remains the optimal experience.\nA few weeks ago, I attended the Jay Z and Justin Timberlake “Legends of the Summer Tour” at Fenway Park, which sported an incredible and seamless collaboration of two totally different sounds. I wondered why more artists of different genres don’t tour together. In the context of today’s music festivals, I realized they actually do.\n\nAs festival season comes to a close this Labor Day, I decided to analyze the branding strategies and consumers behind a few that I experienced this summer, and a couple that I regretfully missed. With rumors swirling that EDC NY 2014 is moving locations to the campgrounds of Winston Farm in Woodstock (1994 location), these festival productions are starting to come full circle. What is EDC NY you ask? Read on!\n</br>\n<img class=\"wp-image-6933 alignleft\" style=\"margin-bottom: -5px;\" title=\"Music Festival 2\" src=\"http://www.cbx.com/wp-content/uploads/2013/08/Music-Festival-2.jpg\" alt=\"\" width=\"299\" height=\"160\" /><strong>What:</strong> A mashup  of food, drinks and music, including 85 grub makers, 75 brews, 100 wines and 20 live performances.\n<strong>Where:</strong> Brooklyn, NY (Prospect Park)\n<strong>Target Audience:</strong> Hipsters and Foodies\n<strong>Price:</strong> Free Giveaway Lottery with Preregistration\n<strong>Music Genre(s):</strong> Indie\n<strong>Length:</strong> Two days\n<strong>Why:</strong> Mainstream festivals have become glorified by the media and overpopulated by teenagers. This one flies under the radar in BK and allows first-movers to experience a variety of locally sourced food and beverages.\n</br>\n<img class=\"wp-image-6934 alignleft\" style=\"margin-bottom: -5px;\" title=\"Music Festival 3\" src=\"http://www.cbx.com/wp-content/uploads/2013/08/Music-Festival-3.jpg\" alt=\"\" width=\"297\" height=\"134\" /><strong>What:</strong> Literally, an amusement park set up in stadium parking lots, boasting classic carnival rides like the ferris wheel and the zipper. Add multiple stages of electronic dance music (EDM) deejays and fireworks, and madness ensues.\n<strong>Where:</strong> London, Puerto Rico, Orlando, New York, Chicago, Las Vegas (original site)\n<strong>Target Audience:</strong> First-time ragers hoping to break into the EDM scene\n<strong>Price:</strong> $159 for a one-day pass, $209 for a two-day pass\n<strong>Music Genre(s):</strong> EDM\n<strong>Length:</strong> Two days\n<strong>Why:</strong> Challenged by competitors, Insomniac Events has created an accessible and reasonably priced party. EDC NY was held at Citi Field this year. Las Vegas is a totally different animal with sets starting at midnight and running until six in the morning. Hotel pool parties (not included) own the daytime; most deejays in the festival participate in both slots.\n</br>\n<img class=\"wp-image-6935 alignleft\" style=\"margin-bottom: -5px;\" title=\"Music Festival 4\" src=\"http://www.cbx.com/wp-content/uploads/2013/08/Music-Festival-4.jpg\" alt=\"\" width=\"300\" height=\"111\" /><strong>What:</strong> A prestigious, campground-heavy, three-day festival regarded by some as the holy grail of music events. With the festival set against a majestic landscape, attendees get to take in the beautiful California spring climate of the valley.\n<strong>Where:</strong> Indio, California\n<strong>Target Audience</strong>: Hardcore festivalgoers (yes, this a word) willing to travel and shell out a pretty penny to make memories that will last a lifetime.\n<strong>Price:</strong> $399–$783 for one weekend (contingent on camping costs)\n<strong>Music Genre(s):</strong> Rock, Indie, Hip Hop, Pop, Country, EDM\n<strong>Length:</strong> Three days, two weekends, back to back\n<strong>Why:</strong> Because California does everything big, and in this case, since 1999.\n</br>\n<img class=\"size-full wp-image-6941 alignleft\" style=\"margin-bottom: -5px;\" title=\"Music Festival 5\" src=\"http://www.cbx.com/wp-content/uploads/2013/08/Music-Festival-51.jpg\" alt=\"\" width=\"297\" height=\"225\" /><strong>What:</strong> Similar to EDC Vegas, ULTRA is a grandiose electronic dance music spectacle. With over 100,000 attendees on any given day, expect overly crowded stages filled with soldiers draped in neon-clad uniforms.\n<strong>Where:</strong> South Korea, Spain, Argentina, Brazil, Chile, Croatia, Miami, FL (original site)\n<strong>Target Audience:</strong> EDM Enthusiasts and local teenagers with their parents’ plastic\n<strong>Price:</strong> $399 for a three-day pass\n<strong>Music Genre(s):</strong> EDM\n<strong>Length:</strong> Three days, two weekends, back to back\n<strong>Why:</strong> Debated as one of the best nightlife cities in the world, Miami, the event’s original host city, also promotes professional music conferences associated with the festival. EDM’s popularity has allowed this festival to expand internationally.\n</br>\n<img class=\" wp-image-6942 alignleft\" style=\"margin-bottom: -5px;\" title=\"Music Festival 6\" src=\"http://www.cbx.com/wp-content/uploads/2013/08/Music-Festival-61.jpg\" alt=\"\" width=\"295\" height=\"141\" /><strong>What</strong>: Embodying the same spirit as Coachella, this festival attracts the grungy, get- your-hands-dirty-type of attendee for the country camping experience.\n<strong>Where:</strong> Manchester, TN on 700 acres of land\n<strong>Target Audience:</strong> DIY campers looking to have a good time\n<strong>Price:</strong> $224–$269 + parking passes\n<strong>Music Genre(s):</strong> Indie, Rock &amp; Roll, Hip Hop, Pop, Jazz, Bluegrass, Country, Folk, EDM\n<strong>Length:</strong> Four days\n<strong>Why:</strong> Because bluegrass and knee-slapping tunes need their own local festival!\n</br>\n<img class=\"size-full wp-image-6945 alignleft\" style=\"margin-bottom: -5px;\" title=\"Music Festival 7\" src=\"http://www.cbx.com/wp-content/uploads/2013/08/Music-Festival-71.jpg\" alt=\"\" width=\"293\" height=\"189\" /><strong>What:</strong> Overlooking the Manhattan skyline, Electric Zoo attracts tens of thousands of “animals” who come to watch the most popular EDM deejays spin for twelve hours a day. Made Events has put together a festival full of food carts and interactive experiences, and one now regarded as one of the best productions in terms of operational efficiency.\n<strong>Where:</strong> Randall’s Island, NYC\n<strong>Target Audience:</strong> EDM enthusiasts and meatheads looking to flex their muscles in bro tanks one last time on Labor Day\n<strong>Price:</strong> $179 for a single-day pass, $359 for a three-day pass\n<strong>Music Genre(s):</strong> EDM\n<strong>Length:</strong> Three days\n<strong>Why:</strong> Heralded as “New York’s Electronic Music Festival,” this event attracts a strong international presence similar to ULTRA. With 14 afterparties planned all over the city this year, the five-year anniversary production showcases five stages!\n</br>\n<img class=\"wp-image-6946 alignleft\" style=\"margin-bottom: -5px;\" title=\"Music Festival 8\" src=\"http://www.cbx.com/wp-content/uploads/2013/08/Music-Festival-81.jpg\" alt=\"\" width=\"306\" height=\"192\" /><strong>What:</strong> Curated by none other than entertainment mogul Jay Z, this festival has become the main competition to Electric Zoo on Labor Day, luring some of the most talented EDM deejays around. Boasting acts from all genres, Made in America is the best bang for your buck.\n<strong>Where:</strong> Philadelphia, PA\n<strong>Target Audience:</strong> Fans of pop culture\n<strong>Price:</strong> $106 for a one-day pass, $168 for a two-day pass\n<strong>Music Genre(s):</strong> Indie, Hip Hop, Pop, EDM\n<strong>Length:</strong> Two days\n<strong>Why:</strong> Whatever Jay Z touches has turned to gold, and Made in America is no different. It’s rapidly expanding and a boon to the local Philadelphia economy as the summer winds down.\n</br>\nThese festivals are just a handful. Tomorrowland, Lollapalooza, Camp Bisco, Electric Forest and Firefly are others. As you can see by their logos and social media presence, each event is branded to find a niche for music fans. Unique festival equities and artwork are activated on tickets, wristbands, merchandise and the map design. In terms of the actual experience on the grounds, music festivals have grown to be more than just about the music. From silent discos to a glow-in-the-dark exotic animal farm, production companies are exhibiting their complex understanding on notions of audience connection.\n\nThe heart of CBX’s brand strategy is encapsulated in this motto: “Connecting to the lives of individuals is what matters most.” In this case, you can’t just connect to consumers by bringing huge artists to one location; you have to curate an integrated experience as well. Nothing compares to seeing 25 of my favorite artists at one venue.\n\nTo get smart and have a good laugh about all the different types of target audiences, check out this <a href=\"http://www.mixmag.net/words/features/the-new-tribes-of-dance-music-vol-ii-the-us\" target=\"_blank\">link</a>!', 'The Branding of Music Festivals', '', 'inherit', 'closed', 'closed', '', '997-revision-v1', '', '', '2018-09-24 18:49:00', '2018-09-24 18:49:00', '', 997, 'http://cbx.cappendev.com/997-revision-v1', 0, 'revision', '', 0),
(1386, 1, '2018-09-24 18:49:00', '2018-09-24 18:49:00', '<img class=\"size-full wp-image-3226 alignnone\" title=\"Geoff\" src=\"/wp-content/uploads/2011/07/Geoff-e1309894577653.jpg\" alt=\"\" width=\"40\" height=\"40\" />\r\nThe face of retail has been changing for quite some time. As consumers we are fortunate to have multi-channel opportunities to purchase nearly every product imaginable. Thanks to the wonderful world of the digital space, E-commerce has brought harmony to those not wanting to enter a brick and mortar location to purchase a product. It has also put products not readily available at local stores within arms (or even fingers) reach. <a href=\"http://www.emarketer.com/blog/index.php/tag/how-many-people-shop-online/\" target=\"_blank\">Emarketer.com</a> says that 72.6% of Internet users will buy online in 2011, so we know this is a growing area of interest.\r\n\r\nGiven that we’re in a digital world, most of us are likely to be online more than just a few times a day. (Of course, not during <a href=\"http://www.cbx.com/\" target=\"_blank\">CBX </a>hours...) That’s where Facebook comes in. A few years ago the social networking site launched an E-commerce platform. They are allowing brands to sell their goods on their site. Brands can sell there products in two different ways: either directly on the site – as with <a href=\"http://www.facebook.com/gillette#!/gillette?sk=app_286257878071394\" target=\"_blank\">Gillette</a>, <a href=\"http://www.facebook.com/HeinzKetchup?sk=app_132952096748314#!/HeinzKetchup?sk=app_132207330134745\" target=\"_blank\">Heinz</a> and <a href=\"http://www.facebook.com/walmart?sk=app_262720793769871\" target=\"_blank\">Walmart</a> – or by bringing you to another site by clicking a link featured on the brand’s Facebook page, as with <a href=\"http://www.facebook.com/pampers?sk=app_223092957716189\" target=\"_blank\">Pampers</a> and <a href=\"http://www.facebook.com/Macys#!/Macys?sk=app_187865291301756\" target=\"_blank\">Macy’s</a>. If you “like” any of the sites, you will receive special offers, either on the page or via a pop-up site. Take a look at these pages:\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/12/Heinz1.jpg\"><img class=\"size-full wp-image-3840 alignnone\" style=\"margin-right: 5px; margin-left: 20px; margin-bottom: 15px;\" title=\"Heinz1\" src=\"/wp-content/uploads/2011/12/Heinz1.jpg\" alt=\"\" width=\"200\" height=\"175\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/12/Pampers2.jpg\"><img class=\"size-full wp-image-3841 alignnone\" style=\"margin-right: 5px; margin-left: 5px; margin-bottom: 15px;\" title=\"Pampers2\" src=\"/wp-content/uploads/2011/12/Pampers2.jpg\" alt=\"\" width=\"200\" height=\"175\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/12/Walmart1.jpg\"><img class=\"size-full wp-image-3842 alignnone\" style=\"margin-right: 5px; margin-left: 20px; margin-bottom: 15px;\" title=\"Walmart1\" src=\"/wp-content/uploads/2011/12/Walmart1.jpg\" alt=\"\" width=\"200\" height=\"175\" /></a><a href=\"../wp-content/uploads/2011/12/Macys1.jpg\"><img class=\"alignnone\" style=\"margin-right: 5px; margin-left: 5px; margin-bottom: 15px;\" title=\"Macy\'s1\" src=\"../wp-content/uploads/2011/12/Macys1.jpg\" alt=\"\" width=\"200\" height=\"175\" /></a>\r\n\r\nThe question for us as a branding agency is, how does packaging play out in the social media space? When a brand comes to us for a packaging redesign, we now need to design products to be successful across all media, not just on a 3-D shelf. I think it’s time for internal marketing departments to realize that perhaps packaging should not just be shrunken down and slapped on a Facebook page – let’s look at this new Facebook platform as an opportunity to create an online-specific version of its packaging.', 'The changing Face(book) of retail', '', 'inherit', 'closed', 'closed', '', '904-revision-v1', '', '', '2018-09-24 18:49:00', '2018-09-24 18:49:00', '', 904, 'http://cbx.cappendev.com/904-revision-v1', 0, 'revision', '', 0),
(1387, 1, '2018-09-24 18:49:00', '2018-09-24 18:49:00', '<img class=\"alignnone size-full wp-image-4835\" title=\"Josh_web\" src=\"http://www.cbx.com/wp-content/uploads/2012/05/Josh_web.jpg\" alt=\"\" width=\"60\" height=\"60\" />\r\n<img class=\"alignnone size-full wp-image-4086\" title=\"beats-by-dre-studio-color\" src=\"/wp-content/uploads/2012/02/beats-by-dre-studio-color.jpg\" alt=\"\" width=\"504\" height=\"352\" />\r\n\r\n<a href=\"http://cbxblog.com/?p=3995\" target=\"_blank\">Meg’s blog</a> about Christian Louboutin’s use of the color red got me thinking about another product that has recently benefited from color branding: headphones.\r\n\r\nEight years ago, Apple’s iPod TV commercial changed the way consumers see music. The dark silhouettes dancing against bright colored backdrops brought the contrasting white iPod and ear-buds to life.\r\n\r\nHere is just one of iPod/iTunes ads run by Apple in recent years:\r\n\r\nhttp://www.youtube.com/watch?v=NbYT7x2ZKmk&amp;feature=related\r\n\r\nApple marketed products under the rainbow logo for more than twenty years until 1998, when a corporate identity rebrand introduced the monochromatic/white color scheme. This change sparked a revolution in the iconic nature of their products.\r\n\r\nAfter the iPod was introduced in 2001, white headphones became a virtual status symbol, and a badge of insider knowledge. Pinpointing the opportunity to brand this accessory was a stroke of genius (like so many other strokes of genius that can be credited to Apple), And thanks to Apple, the headphone craze has exploded internationally, as innovative branding has transformed a utilitarian necessity to a form of self-expression.\r\n\r\nLiving and working in New York City makes it difficult to let trends go unnoticed. Which is why my ears perked up when I started hearing about a new brand of headphones, ones which are not Apple white but – like Mr. Louboutin’s famous soles – red.\r\n\r\nMonster Cable Products launched the “Beats by Dre” headphones in 2008, named for Dr. Dre, the famous music producer and artist. This relationship instantly gives the headphones cache in the music world, a vote of approval if you will. Sound quality aside, what makes these headphones resonate with consumers is the consistent branding of a red cord and a recognizable logo.\r\n\r\nNot to mention, high profile athletes such as LeBron James wear their player-exclusive Beats in pre-game warmups for the world to see. Even international DJs can be seen sporting them at shows and festivals. Music videos from LMFAO to Lil Wayne have “Beats by Dre” product placement.\r\n\r\nWhile other demographics may prefer a trusted, established brand like Bose or Marshall, the younger generations of society have learned to idolize popular culture, which is why having Dre’s stamp of approval means major bucks for the brand. These headphones don’t come cheap -- “Beats by Dre” range from $89.99 to $459.99 – but the variety of price levels allows for music enthusiasts to find a perfect price point. I have to admit, I bought a pair of $89.99 iBeats when my left iPhone earbuds drowned in a glass of H2O, and I now hear elements of songs I never heard before.\r\n\r\nAnd Beats by Dre isn’t stopping at red. In a recent commercial that ran during the Super Bowl, they highlighted headphones in a variety of candy colors:\r\n\r\nCheck out the new Beats by Dre commercial that launched Super Bowl weekend:\r\nhttp://www.youtube.com/watch?v=ktBEEsCQYLM\r\n\r\nI look forward to seeing what brand will jump into the headphones ring next, and also to seeing what products will next benefit from color branding. What product do you think is ripe for the rainbow?', 'The Color of Sound', '', 'inherit', 'closed', 'closed', '', '911-revision-v1', '', '', '2018-09-24 18:49:00', '2018-09-24 18:49:00', '', 911, 'http://cbx.cappendev.com/911-revision-v1', 0, 'revision', '', 0);
