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(1204, 1, '2018-09-24 18:48:55', '2018-09-24 18:48:55', '<strong>Recently, we sent out Engagement Director, Damien Moore-Evans, to Chicago to attend Global Shop 2018</strong>, “the nation’s largest retail design industry trade show, which combines store design, visual merchandising, retail technology and shopper marketing leaders under one roof.” From our work redesigning the flagship Houston location of Saks Fifth Avenue, to more recently creating the bakery of our dreams for New York’s favorite miniature cupcake, Baked by Melissa, we’ve been thinking a lot lately about store experiences, community spaces, and the evolution of the brick-and-mortar. While the debate will undoubtedly continue on the path of the ‘store of the future,’ we’re pretty certain what we witnessed and heard at Global Shop will resonate in the years to come.\r\n<strong>Here were the most interesting findings from Damien:</strong>\r\n<ul>\r\n 	<li>Gen Z is shaped by 911, cyber bullying, and unpredictable political climate. In spite of this, they are ambitious realists.</li>\r\n 	<li>64% cited shared values with a brand for the reason they engaged with that particular brand –Harvard Business Review</li>\r\n 	<li>From showrooms to ‘Do-rooms,’ retailers are making a bigger push for overall better shopping experiences -Eight Inc.</li>\r\n 	<li>The expectation economy continues on. Brands are shifting their behaviors to better coincide with shifting consumer expectations and behaviors.</li>\r\n 	<li>The future of retail is physical – the goal for brands must be to design “human experiences,” putting the human at the center.</li>\r\n 	<li>Defining the meaning of a ‘store’ today means behaving more experiential rather than transactional. A key consideration for brands should be to think about how to educate the customer on new products</li>\r\n 	<li>It\'s important for brands to be comfortable with launching imperfect products in the marketplace, allowing time to perfect.</li>\r\n 	<li>Retailers need to focus on shifting their innovation strategy in order to stay relevant and distinctive within the culture.</li>\r\n 	<li>Physical retail is not dying but rather shifting its presence.</li>\r\n 	<li>goPuff was introduced courtesy of Hershey’s – they displayed a fantastic VR experience, providing the “quick fix” that many of us want from candy. This is potentially the future of the convenience store experience.</li>\r\n 	<li>VR for brand storytelling is being used to promote new brand features and share impactful stories, i.e. in some Toms stores now, you can experience the village / meet the people that receive a pair of Toms when you buy a pair – bringing the experience to life.</li>\r\n 	<li>For the consumer market VR opportunity - retailers are seeking innovative ways to deliver memorable experiences</li>\r\n 	<li>With VR, we have the opportunity to create highly engaging experiences that consistently surprise, i.e. be “Virtually Amazing”</li>\r\n 	<li>Hardware, software, and design leaders should collaborate to overcome obstacles and make VR accessible.</li>\r\n 	<li>Telling a great brand story is important but the strength lies with telling a true and authentic brand story – if you achieve this, you can win forever.</li>\r\n 	<li>Many stores nowadays have forgotten about the customer. However, there are some exceptions: every Kendra Acott store is dedicated to the community it serves. “Those real world connections can insulate a brand from market turns.”-Tom Nolan, WWD, Global Shop keynote</li>\r\n 	<li>We must remember it’s not literally about the ‘brick-and-mortar,’ but rather what’s on the inside.</li>\r\n 	<li>Brands should try to remember that the ultimate measure of success is the impact you can have on people\'s lives. In customer service you can innovate everyday, whether it be in conversation with a customer or with a handwritten note to close the transaction.</li>\r\n</ul>', 'A Glimpse into the Future of Retail Experience', '', 'inherit', 'closed', 'closed', '', '1120-revision-v1', '', '', '2018-09-24 18:48:55', '2018-09-24 18:48:55', '', 1120, 'http://cbx.cappendev.com/1120-revision-v1', 0, 'revision', '', 0),
(1205, 1, '2018-09-24 18:48:55', '2018-09-24 18:48:55', '<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\n<img class=\"size-full wp-image-3384 aligncenter\" title=\"bg_banner\" src=\"/wp-content/uploads/2011/08/bg_banner1.gif\" alt=\"\" width=\"566\" height=\"67\" />\r\n\r\n&nbsp;\r\n\r\nDear <a href=\"http://en.wikipedia.org/wiki/Pret_%28sandwich_shop%29\" target=\"_blank\">Pret a Manger</a>,\r\n\r\n&nbsp;\r\n\r\nThere’s something I’ve been keeping to myself for a while now, quite possibly since the first time we met, about seven years ago. But after our last rendezvous – during which one of your cashiers complimented my dress, and offered me a free ice tea – I just need to make my feelings clear.\r\n\r\n&nbsp;\r\n\r\nIn a nutshell, you are the bomb, Pret a Manger.\r\n\r\n&nbsp;\r\n\r\nYour beautiful, subtle branding. Your streamlined, perfect packaging. Your delicious, fresh sandwiches. Your friendly, conversational voice. Your warm, down-to-Earth, happy staff. Your simple “M.O.”: Pret creates handmade, natural food, avoiding the obscure chemicals, additives and preservatives common to so much of the \'prepared\' and \'fast\' food on the market today.\r\n\r\n&nbsp;\r\n\r\n<img class=\"alignnone size-full wp-image-3389 aligncenter\" title=\"Pret-and-Eat_1635498c\" src=\"/wp-content/uploads/2011/08/Pret-and-Eat_1635498c.jpg\" alt=\"\" width=\"460\" height=\"288\" />\r\n\r\n&nbsp;\r\n\r\nThe first time I visited one of your stores was in a London Tube station, seven years ago. How could a tiny convenience store be so good-looking, and feature fresh, tasty food to boot? This was something I hadn’t experienced in America, and I was floored. Yes, I’ll have a Prawn Sandwich! Yes, I’ll have a Fresh Lemonade! Yes, I’ll have a Yogurt Pot! Yes, I’ll have a Love Bar!\r\n\r\n&nbsp;\r\n\r\nWhile all your items looked terrific in their streamlined, bare bones packaging, I braced for the way they would actually taste. To my surprise, your food was actually good. Damn good. And fresh. It was love at first bite.\r\n\r\n&nbsp;\r\n\r\nOne day a few months later, I was meeting a friend who worked near Macy’s. “Wanna have lunch at Pret?” she asked.\r\n\r\n&nbsp;\r\n\r\nPret? My Pret? In America?\r\n\r\n&nbsp;\r\n\r\n“There’s one around the corner,” she said. We went, and it was just as good as the one in the London Tube station.\r\n\r\n&nbsp;\r\n\r\nWhich is why I was shocked when America didn’t fall in love with you as instantly as I did. Every time I mentioned your stores to friends, they either hadn’t heard of you or hadn’t tried you yet. How could they not be seduced in the same way I was, I wondered? Was I blowing things out of proportion?\r\n\r\nIt turns out that Americans – and particularly New Yorkers, who are used to food made at a counter, in the model of the archetypal New York delicatessen – weren’t ready for the idea of pre-packaged food. In recent years, however, “the company educated the American consumer on the value of its freshly prepared food, which is made in on-site kitchens before being boxed and displayed,” according to Clive Schlee, Pret’s chief executive. It also changed its product mix, increasing the number of soups it sells and focusing on filter coffee rather than more elaborate drink options for which customers have to wait on line. They’ve even dropped the “a Manger” on the name – perhaps because it is too exotic, or confusing? – and now go by the more minimalist “Pret.” Mr. Schlee admitted that the chain’s story wasn’t right for the US consumer, but since they’ve adjusted the model, they’ve been met with success.\r\n\r\nThat success was evident during two different visits I made to new <a href=\"http://www.pret.com/us/\" target=\"_blank\">Pret</a> stores, one in Union Square and the other on West 23<sup>rd</sup> Street, not far from CBX. In them, the vibe was festive, the employees were happy, and people were practically fighting to get to your fresh salads and sandwiches.\r\n\r\nSo now, apparently, the secret is out, my beloved Pret. But hopefully our relationship will remain the same, and you will continue to feel “prêt a moi” – made for me.\r\n\r\n<img class=\"size-full wp-image-3391 aligncenter\" title=\"heart\" src=\"/wp-content/uploads/2011/08/heart.jpg\" alt=\"\" width=\"315\" height=\"377\" />', 'A Love Letter to Pret a Manger', '', 'inherit', 'closed', 'closed', '', '890-revision-v1', '', '', '2018-09-24 18:48:55', '2018-09-24 18:48:55', '', 890, 'http://cbx.cappendev.com/890-revision-v1', 0, 'revision', '', 0),
(1206, 1, '2018-09-24 18:48:55', '2018-09-24 18:48:55', 'Kanye West is a lot of things: self-centered pop icon, hip-hop groundbreaker, Taylor Swift hater, boo of Kim K. And who can leave “fashion visionary” off that list?\r\nAfter his infamous MTV Music Awards debacle involving Swift, Kanye wisely retreated from the scene, at least for a while, and moved to Rome to accept an internship with the fashion giant Fendi. It was a move that wasn’t completely unexpected. Kanye had already made a well-documented foray into fashion with sneaker design, launching the highly coveted Air Yeezy 1 and 2 for Nike, and later, inking a two-year deal with Louis Vuitton footwear.\r\n\r\nBut his biggest fashion coup came in the fall of 2011, when he enlisted internationally renowned Givenchy designer Riccardo Tisci to design the album art for \"Watch the Throne\", his much-hyped album collaboration with Jay-Z.\r\n<p style=\"text-align: center;\"><img class=\" wp-image-5518 aligncenter\" title=\"LuxuryBrand2\" src=\"http://www.cbx.com/wp-content/uploads/2012/12/LuxuryBrand2.jpg\" alt=\"\" width=\"587\" height=\"461\" /></p>\r\n<img class=\" wp-image-5519 aligncenter\" title=\"LuxuryBrand3\" src=\"http://www.cbx.com/wp-content/uploads/2012/12/LuxuryBrand3.jpg\" alt=\"\" width=\"593\" height=\"393\" />\r\n\r\n&nbsp;\r\n\r\nDuring the \"Watch the Throne\" Tour (I attended two different dates) Kanye and Jay-Z, both sported Givenchy tees designed by Tisci, who had also designed the concert sets and marketing collateral. These tees, featuring stars, bold type and Kanye’s distorted visage, couldn’t be farther from the streamlined $2,500 handbags for which Tisci has become known. Still, they inspired a whole line of wear for Givenchy steeped in the hip-hop vein: <img class=\"size-full wp-image-5520 aligncenter\" title=\"LuxuryBrand4\" src=\"http://www.cbx.com/wp-content/uploads/2012/12/LuxuryBrand4.jpg\" alt=\"\" width=\"589\" height=\"589\" />\r\n\r\nCelebs began donning the Kanye-inspired Givenchy line, including this vest worn by New York Giants wide receiver Victor Cruz (it bears a striking resemblance to the concert tees and album art).\r\n\r\n<img class=\" wp-image-5522 aligncenter\" title=\"LuxuryBrand5\" src=\"http://www.cbx.com/wp-content/uploads/2012/12/LuxuryBrand5.jpg\" alt=\"\" width=\"593\" height=\"395\" />\r\n\r\nSome argued that a French luxury fashion house “going hip-hop” could tarnish the brand’s status, but Tisci knew better. Priced between $400-800 an item, the Givenchy tees, sweatshirts and vests maintained their luxury status at a premium price point, ensuring that they were targeted for (and acquired by) true tastemakers, not 17-year-old Kanye fans.  Tisci also stayed true to the design facets – stars, chain links, flowers and animals – that put him on the map in the first place.\r\n\r\n<img class=\" wp-image-5523 aligncenter\" title=\"LuxuryBrand6\" src=\"http://www.cbx.com/wp-content/uploads/2012/12/LuxuryBrand6.jpg\" alt=\"\" width=\"588\" height=\"341\" />\r\n\r\nOf course, the 17-year-olds covet these items, too -- and in a few years, they will be the tastemakers.\r\n<p style=\"text-align: center;\"><img class=\" wp-image-5524 aligncenter\" title=\"LuxuryBrand7\" src=\"http://www.cbx.com/wp-content/uploads/2012/12/LuxuryBrand7.jpg\" alt=\"\" width=\"589\" height=\"389\" /></p>\r\n<p style=\"text-align: center;\"><img class=\" wp-image-5525 aligncenter\" title=\"LuxuryBrand8\" src=\"http://www.cbx.com/wp-content/uploads/2012/12/LuxuryBrand8.jpg\" alt=\"\" width=\"584\" height=\"584\" /></p>\r\nFashion collaborations are nothing new, with fashion houses such as Versace, Martin Margiela and Missoni forging partnerships with such retail chains as H&amp;M and Target. Givenchy’s collaboration with Kanye opened the brand up to an entirely new audience (and profits). And it looks like Tisci may not be stopping there; last week, rumors of a possible H&amp;M and Givenchy collaboration had the Internet blowing up like, well, a hip-hop concert.  Who knows, maybe Tisci will bring in his good buddy Kanye as designer.', 'A Luxury Brand Gets a Good Rap', '', 'inherit', 'closed', 'closed', '', '959-revision-v1', '', '', '2018-09-24 18:48:55', '2018-09-24 18:48:55', '', 959, 'http://cbx.cappendev.com/959-revision-v1', 0, 'revision', '', 0),
(1207, 1, '2018-09-24 18:48:55', '2018-09-24 18:48:55', '<em>Mary: “I can’t text, you know, I’m not charming via text.”Anna: “Well maybe you should just stop texting.”\r\nMary: “But it’s not just texting, it’s email, it’s voicemail, it’s snail mail…”\r\nAnna: “That’s regular mail.”\r\nMary: “Whatever, none of it’s working. I had this guy leave me a voicemail at work, so I called him at home, and then he emailed me to my blackberry, and so I texted to his cell and then he emailed me to my home account and the whole thing just got out of control… and I miss the days where you had one phone number and one answering machine, and that one answering machine housed one cassette tape and that one cassette tape either had a message from the guy or it didn’t. And now you have to go around checking all these different portals just to get rejected by seven different technologies. It’s exhausting.”</em>\r\n\r\nIn 2009, He’s Just Not That Into You changed many women’s perspectives on what it means to “date” a man–or at least mine. In the film, Mary, played by Drew Barrymore, grapples with the numerous channels of communication that she has to worry about when choosing to interact in the social sphere.\r\nToday, the idea of a home phone or an answering machine with a cassette tape is now a distant memory, and instead has been replaced by social interaction portals such as Facebook, Twitter, Instagram, Foursquare, Snapchat, Pinterest, Tumblr, Vine, LinkedIn, Tinder… <a href=\"http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/#.UyiKvFqG2aE\" target=\"_blank\">the list goes on as new websites and apps are being developed daily</a>. (Mary is breaking out in a nervous sweat.)\r\nFor millennials, the content produced on these social platforms becomes the paint you use to brand to the outside world. Each post, picture, tweet or snap must be carefully crafted to build and support your personal brand. (Mary is becoming short of breath.)\r\nNot only do millennials feel that they have to create content but also aggregate existing content that supports their brand. They have to interact with friends in an on-brand manner and perhaps the most hairy of all, distinguish which pieces of content belong on which platforms, and on which platforms to share content and when. Talk about exhausting. (Mary is now having a full on panic attack.)\r\nFor instance:\r\n<strong>Ladies: You’re at brunch with your girlfriends for Katy’s birthday and you take a group photo.\r\nGentlemen: You’re at a Rangers game with your bros. Do you:</strong>\r\nA) Facebook a photo\r\nB) Instagram a photo (make sure you pick the right filter though and the right hashtag)\r\nC) Tweet the photo\r\nD) Snapchat a photo\r\nE) A &amp; B – if this is your choice, will you tag your friends via Instagram or Facebook (this matters, because handles aren’t the same for both)\r\nF) A, B &amp; C – same hashtag dilemma as E\r\nG) B &amp; C – again, see E’s dilemma\r\nH) All of the above\r\nOR\r\n<strong>You’re reading Slate and come across a phenomenal write-up about the latest True Detective episode. Do you:</strong>\r\nA) Post to Facebook\r\n<p style=\"padding-left: 30px;\">a. Via Slate\r\nb. On your own – do you really want the Slate caption?\r\nc. Tag your True Detective fanatic friends\r\nd. Write a witty caption or just post the article and let is speak for itself</p>\r\nB) Tweet the article (All options from question A apply)\r\nC) Tumble on Tumblr\r\nD) A &amp; B - don’t forget to consider all of the sub-options from A and B\r\nE) All of the above – that’s right, the possibilities are endless\r\nAnd then:\r\n<strong>You are on your lunch break and happen to see Beyoncé, Jay-Z AND Blue Ivy taking a walk through Madison Square Park. The actually agree to take a photo with you (just go with it). Do you: </strong>\r\nA) Post to Facebook\r\nB) WHO ARE YOU KIDDING? You are posting this to every single social media site you are on—even the ones you haven’t been on in ages—and watch your Klout score rise.\r\nI’m with Mary. There are far too many portals, choices and things to consider. Yet, I admit that I Instagrammed a picture of the sunrise in Brooklyn this morning (I did not however link it to any other form of social media–do with that what you will). Since everything you do online is <a href=\"http://www.cbsnews.com/pictures/what-your-facebook-activity-says-about-you/8/\" target=\"_blank\">a reflection of who you are</a>, there is much to consider when engaging in social media. At the same time, the importance of having a defined “personal brand persona” is becoming more important as technology becomes the dominant form of communication. To not engage is to not have a brand and in turn, become obsolete in the social sphere, a millennial’s worst nightmare. So we continue to put more importance on choosing the right Instagram filter than we do paying off our credit card bills, and we get more excitement from the popularity of our posts than we do free healthcare.', 'A Millennial’s Dilemma', '', 'inherit', 'closed', 'closed', '', '1009-revision-v1', '', '', '2018-09-24 18:48:55', '2018-09-24 18:48:55', '', 1009, 'http://cbx.cappendev.com/1009-revision-v1', 0, 'revision', '', 0),
(1208, 1, '2018-09-24 18:48:55', '2018-09-24 18:48:55', 'Last week, <a href=\"http://www.coca-colacompany.com/press-center/press-releases/whats-happening-to-diet-coke-oh-nothing-and-everything\" target=\"_blank\" rel=\"noopener\">Diet Coke</a> introduced four new flavors into the family of America’s largest low-calorie soft drink: Ginger Lime, Feisty Cherry, Zesty Blood Orange and Twisted Mango. Along with the robust new flavor offering came a sleek new look- a slimmer can, a focus on the iconic silver color and a more refined take on the font design. This is a big move from the brand, having originally introduced the “diet” version of its beloved drink originally back in 1982, which unlike its main competitor, Pepsi, wasn’t a modified version of the original but an entirely different formula altogether (its biggest differentiator was its use of the artificial sweeter, aspartame) Alongside its taste, its look and feel, while reminiscent of the original Coke, was distinct and over the years, hasn’t significantly changed even when offering new flavors such as Diet Cherry Coke or Diet Vanilla Coke. In summary, not much has been done to the brand…until now.\r\nThe cultural climate and sentiments towards health, wellness, diets and food and beverages in 2018 is one significantly different than that of the 1980’s. As it’s oft-repeated, we know now that consumers of today- especially younger demographics- are much more conscious and discerning of the ingredients they consume and how these brands contribute to their overall lifestyles. I did a quick-fire with two CBX’ers, <strong>Dustin Longstreth, Chief Marketing &amp; Chief Strategy Officer </strong>and<strong> Satoru Wakeshima, Chief Engagement Officer </strong>to collect their thoughts on the topic.\r\n\r\n<strong>Q: What are your thoughts on both the design and flavor change/strategy?</strong>\r\n\r\n<strong>Dustin:</strong> The design is effective because their strategy is flavor driven and their goal is to get people to see variety. They’ve also sought to incorporate a new multi-platform visual as they can re-use that visual in dynamic and static media. It’s smart, easy to shop and clearly communicates something new from Diet Coke. Ultimately, the Coke franchise is about as giving consumers as many ways to enter the franchise as possible. Whether through diet, cane sugar, classic, zero, size, they’re strategy is giving as many entry points into the brand as possible- now they’re doing it through flavor.\r\n\r\n<strong>Satoru:</strong> Considering Diet Coke\'s leadership position in the diet cola segment, I\'m surprised they waited so long to change.  While the redesign may seem dramatic to some, it actually retains many of the core color equities and the logo is very evolutionary.  The introduction of the vertical banding and slim can just provide a simple, clean platform for the brand.  The Coca-Cola Company was smart to introduce the four new flavors with the redesign - there’s new news to talk about other than just the packaging shift.\r\n\r\n<strong>Q: How do you think consumers, particularly the younger generations, will react to it?</strong>\r\n\r\n<strong>Dustin:</strong> There is a population of the current generation of consumers that are probably suspicious of soft drink formulations in general - they equate it with something unnatural and overly processed product. However, the end of the day, regardless of their age, if people are skeptical of these diet drinks, they’re most likely avoiding it as much because it seems old and outdated and not solely because they\'re “diet.” This is an overall response to consumer’s desires for more interesting and adventurous flavor experiences across the board and not just in water- whether its gum, chips, burgers or CSD’s. People are looking for more bold and unique flavor experiences.\r\n\r\n<strong>Satoru:</strong> There’s still a stigma associated with sweeteners like Splenda in “diet” products.  It’s a bit of a Catch-22: change the formula and your loyal diet Coke drinkers will scream; keep it the same and it will still be outside of the beverage consideration set of many health-conscious consumers.  But the new flavors will at least get the occasional diet soda drinker to give them a try.\r\n\r\n<strong>Q: How risky do you think is this move and what type of impact could it have on the brand?</strong>\r\n\r\n<strong>Satoru:</strong> It’s not really that risky. The CSD category has been troubled for quite some time so it requires bolder and possibly riskier moves from brands to turn it around.  They didn’t change the diet Coke formula and whether people like it or not, they’ll get used to the new package design.  I think they’ll see a bump in sales because it was a very considered change.  New package graphics and new flavors in a category that hasn’t seen much change as of late is big news. But there will also be some flavors that perform better than others and I’m sure The Coca-Cola Company is anticipating that.  I wouldn’t be surprised if we saw more new flavors in the next year.\r\n\r\n<strong>Dustin:</strong> Additionally, this move also seems to be setting them up on a roadmap of innovation; if any one flavor doesn’t succeed, they have opportunities to bring something new to the shelf. If they went with a re-formulation, it would be a tacit admission that it wasn’t good for you and they wouldn’t be addressing the challenge of excitement at shelf.\r\n\r\n<strong>Q: There have been instance when brands have tried to so something similar and its been met with backlash. Could Diet Coke face the same scenario?</strong>\r\n\r\n<strong>Satoru:</strong> I think we underestimate how, as a culture, we’re exposed to change at a much faster rate than ever before and the greater number of choices we have to today vs. in 2009, when the infamous Tropicana blunder happened.  Brands, especially leadership brands have an opportunity to flex their equities and be less precious with them, as long as the changes they make pay respect to what people love about the brand.\r\n\r\n<strong>Q: Any other closing thoughts on this topic?</strong>\r\n\r\n<strong>Satoru:</strong> Not every brand is in a position to make a dramatic change.  There has to be core users who will buy the product no matter what (as long as you don’t change the product) and there has to be significant investment behind supporting a dramatic graphics change.  This can be something like the choice to make the new diet Coke available in slim cans as well as standard 12 oz cans, to where the brand appears and how it’s presented.  The fact that they chose a simple color banded package design also signals that diet Coke is also considering how the brand could appear in small format, digital presentations like on a mobile device.  This is something they didn’t even think about when the brand was first launched in 1982.\r\n\r\n&nbsp;\r\n\r\n<em>Photo courtesy of Diet Coke</em>', 'A New Look & Taste for Diet Coke', '', 'inherit', 'closed', 'closed', '', '1099-revision-v1', '', '', '2018-09-24 18:48:55', '2018-09-24 18:48:55', '', 1099, 'http://cbx.cappendev.com/1099-revision-v1', 0, 'revision', '', 0),
(1209, 1, '2018-09-24 18:48:55', '2018-09-24 18:48:55', 'It’s not hard to point out what brands do right during the best of times. But what separates those brands that successfully make it through the worst of times?\r\nI’ve been thinking lately about the recent falls from grace by two powerhouse athlete brands: Tiger Woods and Lance Armstrong.  One cheated on his wife (a lot). The other cheated in sport. On its face, we should be much more offended by and ready to drop the athlete brand who cheated to win. After all, as an athlete brand, violating the most fundamental codes of fair play and sportsmanship seem to be much more problematic than infidelity (okay - LOTS of infidelity) off the field.\r\n\r\nBut in the case of Lance Armstrong, that doesn’t seem to be what’s happening. I am struck by how many yellow bands I still see, firmly secure, on the wrists of so many. Why?\r\n\r\nOne reason could be that most people really just don’t care that much about cycling as a sport. It’s simply not as popular and mainstream as golf (I mean, how many other cyclists can you name?). If you don’t care about the sport, then you don’t care if someone is cheating in it.\r\n\r\nYou could also argue that we’ve become so cynical and desensitized as a society to doping in professional sports that we assume everyone is doing it and therefore it’s just not that big of a deal. Fair enough.\r\n\r\nBut there’s also something fundamentally different in the way that the Tiger Woods and Lance Armstrong brands are built that I believe makes one much more vulnerable to personal failing than the other: One brand was built on a promise and the other was built on a purpose.\r\n\r\nThe Tiger Woods brand is built purely on the promise of his ability to win PGA majors and on the image of him as a well-grounded family. We’ve seen the obvious problem with this model when that promise is broken – we no longer believe in the brand the way we used to. Now winning is the only thing there is. And unless Tiger is doing that all the time, it’s hard to find a reason to stick with the brand. Since the scandal broke, six corporate sponsors (Tag Heuer, Gillette, Gatorade, Accenture and AT&amp;T) have dropped him.\r\n\r\nLance Armstrong, on the other hand, built a brand that was larger than his talent, his trophies and even himself. Instead of a one-dimensional promise, LIVESTRONG is a brand built from a belief in life, energy, focus and the strength that comes with unity. It has a clearly defined purpose to inspire people to come together to fight cancer until there is no more cancer left to fight.\r\n\r\nLance’s story and athletic ability may have provided inspiration, but the brand was never just about him or his trophies. It was about a hero’s journey and fighting seemingly insurmountable obstacles in life. And it was an invitation for others who believe in that fight (whether directly affected by cancer or not) to join the brand.\r\n\r\nSo it’s no surprise the yellow bands are still on the wrists of so many people – even after the fallout from the doping scandal. For the supporters of Lance, there seems to be a new, more compelling fundamental rule – it’s not even about HOW you play the game that matters, but rather WHY you play.\r\n\r\nLIVESTRONG enthusiasts didn’t just buy a promise. They joined a purpose bigger than themselves. As a result, they now represent the brand just as much, if not more, than Lance. And they don’t look like they’re giving up on themselves anytime soon.', 'A Tale of Two Brands', '', 'inherit', 'closed', 'closed', '', '951-revision-v1', '', '', '2018-09-24 18:48:55', '2018-09-24 18:48:55', '', 951, 'http://cbx.cappendev.com/951-revision-v1', 0, 'revision', '', 0),
(1210, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<a href=\"http://cbxblog.com/wp-content/uploads/2010/01/LaurenL_blog_thumb_nb1-e1271782659529.jpg\"> </a><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.\n<a href=\"http://cbxblog.com/wp-content/uploads/2010/05/manifesto_en.jpg\"></a><a href=\"http://cbxblog.com/wp-content/uploads/2010/05/lulu.jpg\"><img class=\"size-full wp-image-948\" title=\"poster_E_red_2008\" src=\"/wp-content/uploads/2010/05/lulu.jpg\" alt=\"\" width=\"500\" height=\"300\" /></a>\n\nToday, I got a Lululemon gift card from a good friend. She knows that I’m an avid runner and practice yoga, so seeing as how Lululemon makes \"technical clothing for yoga, dancing, running, and most other sweaty pursuits,\" it seems like an ideal gift. But at the risk of sounding ungrateful, it’s not.  The brand really turns me off.\n\nNow before I say why, let me preface review by saying that I know a lot of people who love their <a href=\"http://www.nytimes.com/2009/07/26/magazine/26FOB-consumed-t.html\">lulu</a>.\n\nThey claim that no pants fit better, no tank tops are more breathable, and that no workout clothes are more stylish.  Admittedly, I’d probably notice a difference and look cuter if I traded in my $20 Danskin leggings for a pair of $98 Lululemon Astro Pants, but I can’t bring myself to buy into the holier-than-thou, preachy Lululemon brand.  Case in point, the Lululemon <a href=\"http://www.lululemon.com/about/culture\">\"manifesto\"</a>.\n\nWhen you enter a Lululemon store or website, you’re immediately bombarded with their message.  Phrases from the manifesto such a \"Write down your short and long-term goals four times a year… Goal setting triggers your subconscious computer, \"Dance, sing, floss and travel,\" or \"Successful people replace the words \'wish,\' \'should\' and \'try\' with \'I will,\'\"  are scattered across all their brand touch points— their website, store windows, shopping bags, etc.  They’re unavoidable and annoying.  Maybe it’s just me, but I want workout clothes, not an unsolicited diatribe on how to live my life.\n\nWhich brings me to my larger point. The idea of a \"lifestyle\" brand has become a goal for many brands.  These brands want to become an icon for a way of life, to be the next Apple or Ace Hotel.  To accomplish this, I often say that brands need to have a point of view—to stand for something—in order to connect with consumers.  Here is where I think Lululemon has gone too far.  They’ve crossed the line between having an opinion to being downright bossy, and as result, come across as a brand that is trying too hard to be a “lifestyle” brand.  Instead of feeling authentic and inspiring, the brand feels contrived and patronizing.  It’s a thin line, but it’s there—and for me it means the difference between love and hate.', 'A thin line between love and hate: a watch out for “lifestyle” brand wannabes', '', 'inherit', 'closed', 'closed', '', '933-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 933, 'http://cbx.cappendev.com/933-revision-v1', 0, 'revision', '', 0),
(1211, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', 'Picture this—you’re hunched over your friend’s computer, looking over his shoulder as you see the 25th picture of the Eiffel Tower from his trip to France. Your cheeks are hurting from holding a smile, but you’re somehow able to keep saying “oh nice!” over again. Meanwhile, you haven’t even made it to the Louvre in your pictorial tour yet—better get comfy!</br>I love still photography, but everywhere you look, the world is <a href=\"http://www.usatoday.com/story/tech/2015/01/27/twitter-group-messaging-video-app/22379261/\" target=\"_blank\">moving to video</a>. Instagram, Facebook and Twitter are all using video. And YouTube uploads over 100 hours of video every minute. <a href=\"https://www.youtube.com/yt/press/statistics.html\" target=\"_blank\">That’s a lot of cats!</a> Video is increasingly used online to showcase consumer products, even real estate. (At CBX, we’re beginning to transition to video to highlight case studies of our work.) In fact, three-quarters of web traffic is predicted <a href=\"http://www.theguardian.com/small-business-network/2014/jan/14/video-content-marketing-media-online%20\" target=\"_blank\">to be video related by 2017</a>.</br>\r\nNot to mention, anyone with a smartphone has a video screen in his or her pocket and the ability to shoot video at any moment. While mobile video isn’t particularly new, what’s remarkable is the access to and use of smartphones around the globe. In the US alone, two-thirds of the population uses a smartphone, including <a href=\"http://www.engadget.com/2014/02/11/two-thirds-of-americans-now-have-smartphones/\" target=\"_blank\">over 80% of young adults</a>.</br>\r\nOn a recent trip to Vietnam, I took over a thousand pictures but knew that nobody would actually want to see them all when I got home. So I used my iPhone instead to film different sights and cities and later edited the clips into a minute-long video. It turned out to be a much more effective and efficient way to capture the trip (and people were actually excited to see it).</br>\r\nEnough with these oldfangled words… check out my video!</br>\r\n<iframe src=\"https://www.youtube.com/embed/ch0YAgF6dn4\" width=\"650\" height=\"400\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"></iframe>', 'A Video is Worth a Thousand Pictures', '', 'inherit', 'closed', 'closed', '', '1031-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 1031, 'http://cbx.cappendev.com/1031-revision-v1', 0, 'revision', '', 0),
(1212, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<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-3999\" title=\"Christian-Louboutin-Red-Soled-Shoes\" src=\"/wp-content/uploads/2012/02/Christian-Louboutin-Red-Soled-Shoes.jpg\" alt=\"\" width=\"582\" height=\"217\" />\r\n\r\nCan a brand “own” a color? While traveling on business recently, I actually had time to read the entire paper, from front to back. As a working mom of a toddler, a true luxury, I assure you.\r\nAnyway, I was enthralled by an article that started with the question, “<a href=\"http://www.nytimes.com/2012/01/22/opinion/sunday/louboutin-and-the-little-red-litigious-shoes.html?_r=1&amp;scp=1&amp;sq=little%20red%20shoes&amp;st=cse\" target=\"_blank\">Can you trademark the color red?</a>”.\r\n<img class=\"size-full wp-image-4000 alignright\" title=\"dorothy1\" src=\"/wp-content/uploads/2012/02/dorothy1.jpg\" alt=\"\" width=\"137\" height=\"119\" />As some of you may know, last year Christian Louboutin attempted unsuccessfully to stop YSL from selling red-soled shoes, claiming infringement of its “federally registered Red Sole Mark.” YSL shot back with “Dorothy is the original,” as in,  The Wizard of Oz. Classy stuff.\r\nMore importantly, the court’s answer was essentially that color is functional, meaning that it is a tool to which all designers should have access. But, the article also goes onto say that Burberry’s famous plaid is theirs and theirs alone. A contradiction of terms…or is a pattern more “ownable” than a chinese red, the official shade of the red sole itself?\r\n\r\nI would beg to differ on both accounts. Ask anybody to close their eyes and say the first thing that comes to mind when you say Target or Coke. Inevitably, they will say “red” over the bullseye or the bottle, right? That is because color is the most potent design tool at our disposal, deeper than symbol, deeper than pattern. It taps into emotions that most of us didn’t even know we had about,say,  purple vs. periwinkle. Colors have universal meaning, cultural meaning, physiological reactions and yes, personal reactions. It is downright scary how many people choose a color in a professional arena, based on personal bias.\r\n\r\n<img class=\"alignleft size-full wp-image-4009\" title=\"Christian_louboutin_sues_fashion_house_vs_Yves_Saint_Laurent_spring_2011_fashion_news_Noirlettes\" src=\"/wp-content/uploads/2012/02/Christian_louboutin_sues_fashion_house_vs_Yves_Saint_Laurent_spring_2011_fashion_news_Noirlettes.jpg\" alt=\"\" width=\"151\" height=\"133\" />Anyway, let me ask again: Can a brand “own” a color and what exactly does that mean? The Louboutin brand has become equivalent with the red sole through their legacy and style, and the shoes have come to represent a key piece of the Wall Street power suit uniform. Below is a Louboutin and a YSL -- which would you choose? Call me a purist, but I know the real thing when I see it.', 'A Well-Heeled Debate', '', 'inherit', 'closed', 'closed', '', '909-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 909, 'http://cbx.cappendev.com/909-revision-v1', 0, 'revision', '', 0),
(1213, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<p style=\"text-align: left;\"><img class=\"size-full wp-image-652\" title=\"LaurenKo_blog\" src=\"/wp-content/uploads/2010/02/LaurenKo_blog-e1271796814589.jpg\" alt=\"\" width=\"40\" height=\"40\" /> By Lauren K.</p><p style=\"text-align: left;\"><img class=\"size-large wp-image-73  aligncenter\" title=\"Blog_Lauren K_Bright Start_edit\" src=\"/wp-content/uploads/2010/02/Blog_Lauren-K_Bright-Start_edit-754x1024.jpg\" alt=\"\" width=\"500\" height=\"678\" /></p>\nIn 2010 consumers have an enormous amount of brand awareness, and are looking on some level for an emotional connection. Last year we saw many brands eliminating the clutter in visuals and messaging. Now, it’s time to get consumers excited when they least expect it in a time where people are working more than ever and yearn for human connection.\n\n<strong>Brightly colored graphics, patterns and icons.</strong> Happy, playful patterns in unexpected places like the above kate spade store interior or a coffee cup stealing cues from interior design. Bright, pop colors are embraced but always with a sense of balance to maintain maturity and avoid a circus effect.\n\n<strong>Easy to handle, slimmer, greener structures.</strong> Consumers are looking for simple structural solutions that can make their experience unique, whether it’s convenience driven or something more indulgent that draws them in. Method kicks of 2010 with a ground breaking laundry detergent. It’s greener, concentrated and has a squirt bottle design that eliminates the messy drip from the bottle. They took the ever so boring experience of doing laundry and introduced something that solved multiple problems. Who wouldn’t be excited about that?\n\n<strong>Removable and minimal branding</strong> continues to be a positive for consumers seeking discretion and trust. Removable sleeves (like Cleangenuity above), belly bands, stickers, tags, and embossing are just around the corner.\n\n<strong>Tiring to inspiring Private Labels.</strong> Target’s re-invented value brand “up &amp;up” clearly marks every package with a large color coded bold arrow icon paired with a sometimes clever product photograph. It brings vibrancy to the shelf and also helps target shoppers shop smarter, quicker and most importantly makes consumers feel good about purchasing a value brand.', 'Adios to 2009, Say hello to a bright start!', '', 'inherit', 'closed', 'closed', '', '832-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 832, 'http://cbx.cappendev.com/832-revision-v1', 0, 'revision', '', 0),
(1214, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '“As Gregor Samsa awoke one morning from uneasy dreams he found himself transformed in his bed into a gigantic insect.” —The Metamorphosis, Franz Kafka\r\nIt’s morning in America, folks. And as America awoke this morning, it found itself transformed into the king of beers. Today, <a href=\"http://www.fastcodesign.com/3059681/budweiser-renames-its-beer-america/4\" target=\"_blank\">Budweiser announced</a> that starting May 23rd they will henceforth be referred to as America. With that, our nation has manifested its destiny.\r\n\r\nE pluribus unum. Where there were once two brands. There is now one. If you think about it, the union between brand America and brand Budweiser could not be more perfect. Both are iconic. Both are red, white and blue. Both have moved their manufacturing bases overseas. And both can get you bombed. #Twinning.\r\n\r\nThis bud really is for you, America.\r\n\r\nPhoto courtesy of <a href=\"https://www.entrepreneur.com/article/275535\" target=\"_blank\">Entrepreneur</a>.\r\n\r\n&nbsp;', 'America: The Land Of The Beer', '', 'inherit', 'closed', 'closed', '', '1063-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 1063, 'http://cbx.cappendev.com/1063-revision-v1', 0, 'revision', '', 0),
(1215, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<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>\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/02/ipad-ad.jpg\"><img class=\"size-full wp-image-2271\" style=\"margin-top: 3px; margin-bottom: 3px;\" title=\"ipad-ad\" src=\"/wp-content/uploads/2011/02/ipad-ad.jpg\" alt=\"\" width=\"500\" height=\"375\" /></a>\r\n<br />\r\n<br />\r\nApple Inc. is the world\'s second most valuable company, recently passing PetroChina and trailing only ExxonMobil. Much of Apple\'s growth in the last 10 years has come not from desktop computer sales but from consumer electronics such as the iPod, iPhone and iPad. Apple has been able to convince millions of folks to trade up and pay more. There is still, however, huge room for growth.\r\n\r\nApple long stood for products that were user-friendly. Apple was a club and like most clubs, it was exclusive. The problem is that \"user-friendly\" is now the cost of entry for electronics. Today, Apple is focused on product innovation and expansion of their customer base for existing products. To take the next leap, Apple will have to move from the original club members—tech-savvy urbanites—to other consumer targets: Soccer Moms, Plumber Dads, Investment Banker Uncles, Awkward Aunts, Cuddly Kids and Boring Brothers… Everyone.\r\n\r\nApple needs to target EVERYONE. The business demands it. Apple can no longer be a club; they need to be a mass consumer brand and they are well on their way. Apple products will no longer make you cool. They will however solve your \"what should I get Mom for Mother\'s Day\" dilemma this year.\r\n\r\nFor proof, look no further than their ads. Apple has always pushed concept and design boundaries in their advertising. They have lived by \"Think Different,\" and like many successful brands, are selling an idea, a transformation and lifestyle. Starting with the 1984 TV ad and onto the flower arrangements of colorful iMacs, Apple always surprises, reinvents and delights. Until now.\r\n\r\n<!--more-->\r\n\r\nApple has officially sold out. They\'ve decided to offend no one and push no boundaries. Think Different? How about don\'t think at all. Look at an iPad ad and Apple won\'t show you attitude; they will show you how to point to a touchscreen with your finger in case you didn\'t know how touchscreens worked. Lie on the couch and relax, no thought required. Apple\'s latest ads have no point of view. No promise of transformation, club or lifestyle. The iPad ads could have come from anyone—Barnes &amp; Noble, Jennifer Convertibles, Dockers… anyone.\r\n\r\nScroll down memory lane and view some of Apple’s print, online bus shelter and billboard ads throughout the years in  \"approximate reverse chronological order.\" Take a closer look at the iPad ads and then enjoy the trip back in time. Reminisce about what Apple used to be.\r\n\r\n[caption id=\"attachment_2172\" align=\"alignnone\" width=\"433\" caption=\"iPad\"]<img class=\"size-full wp-image-2172\" title=\"iPad\" src=\"/wp-content/uploads/2011/02/iPad2.jpg\" alt=\"\" width=\"433\" height=\"891\" />[/caption]\r\n\r\n[caption id=\"attachment_2170\" align=\"alignnone\" width=\"433\" caption=\"iPad\"]<img class=\"size-full wp-image-2170\" title=\"iPad\" src=\"/wp-content/uploads/2011/02/iPad1.jpg\" alt=\"\" width=\"433\" height=\"936\" />[/caption]\r\n\r\n[caption id=\"attachment_2174\" align=\"alignnone\" width=\"433\" caption=\"iPhone\"]<img class=\"size-full wp-image-2174\" title=\"iPhone\" src=\"/wp-content/uploads/2011/02/iPhone1.jpg\" alt=\"\" width=\"433\" height=\"907\" />[/caption]\r\n\r\n[caption id=\"attachment_2180\" align=\"alignnone\" width=\"433\" caption=\"MacBook Air\"]<img class=\"size-full wp-image-2180\" title=\"MacBook Air\" src=\"/wp-content/uploads/2011/02/MacBookAir1.jpg\" alt=\"\" width=\"433\" height=\"326\" />[/caption]\r\n\r\n<span style=\"color: #999999;\"> </span>\r\n\r\n[caption id=\"attachment_2176\" align=\"alignnone\" width=\"433\" caption=\"iPod\"]<img class=\"size-full wp-image-2176\" title=\"iPod\" src=\"/wp-content/uploads/2011/02/iPod1.jpg\" alt=\"\" width=\"433\" height=\"1008\" />[/caption]\r\n\r\n[caption id=\"attachment_2178\" align=\"alignnone\" width=\"433\" caption=\"iTunes\"]<img class=\"size-full wp-image-2178\" title=\"iTunes\" src=\"/wp-content/uploads/2011/02/iTunes1.jpg\" alt=\"\" width=\"433\" height=\"557\" />[/caption]\r\n\r\n[caption id=\"attachment_2164\" align=\"alignnone\" width=\"433\" caption=\"PowerMacs\"]<img class=\"size-full wp-image-2164\" title=\"PowerMacs\" src=\"/wp-content/uploads/2011/02/Desktops1.jpg\" alt=\"\" width=\"433\" height=\"309\" />[/caption]\r\n\r\n[caption id=\"attachment_2158\" align=\"alignnone\" width=\"433\" caption=\"Apple Store\"]<img class=\"size-full wp-image-2158\" title=\"Apple Store\" src=\"/wp-content/uploads/2011/02/Apple-Store.jpg\" alt=\"\" width=\"433\" height=\"657\" />[/caption]\r\n\r\n[caption id=\"attachment_2166\" align=\"alignnone\" width=\"433\" caption=\"iBook\"]<img class=\"size-full wp-image-2166\" title=\"iBook\" src=\"/wp-content/uploads/2011/02/iBook1.jpg\" alt=\"\" width=\"433\" height=\"348\" />[/caption]\r\n\r\n[caption id=\"attachment_2168\" align=\"alignnone\" width=\"433\" caption=\"iMac\"]<img class=\"size-full wp-image-2168\" title=\"iMac\" src=\"/wp-content/uploads/2011/02/iMac1.jpg\" alt=\"\" width=\"433\" height=\"523\" />[/caption]\r\n\r\n[caption id=\"attachment_2182\" align=\"alignnone\" width=\"433\" caption=\"Think Different\"]<img class=\"size-full wp-image-2182\" title=\"Think Different\" src=\"/wp-content/uploads/2011/02/ThinkDiff1.jpg\" alt=\"\" width=\"433\" height=\"523\" />[/caption]\r\n\r\n[caption id=\"attachment_2184\" align=\"alignnone\" width=\"433\" caption=\"Vintage\"]<img class=\"size-full wp-image-2184\" title=\"Vintage\" src=\"/wp-content/uploads/2011/02/Vintage1.jpg\" alt=\"\" width=\"433\" height=\"591\" />[/caption]', 'Apple Tosses its Core', '', 'inherit', 'closed', 'closed', '', '869-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 869, 'http://cbx.cappendev.com/869-revision-v1', 0, 'revision', '', 0);
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(1216, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', 'Authenticity is the latest and annoyingly overused marketing buzzword — it’s slowly grating my will to live. Every brand claims to be authentic. It’s a word that has been prominently featured in nearly every client brief that’s crossed my desk in the last three years.\r\n<a href=\"https://www.forbes.com/sites/jefffromm/2017/01/31/how-unilever-is-winning-with-millennials-and-gen-z/#59e33cbf52fd\" target=\"_blank\" rel=\"noopener\">In a 2017 Forbes article titled “How Unilever Is Winning With Millennials And Gen Z”,</a> Rob Candelino, VP and general manager of Unilever Hair Care, U.S. credits their success to “[engaging with their consumers] in genuine, honest and authentic ways.” When talking about Budweiser’s America stunt where Budweiser brazenly swapped its name for “America” on its cans and bottles, the brand issued a press release stating the purpose behind the campaign was to “celebrate America and Budweiser’s shared values of freedom and authenticity”.\r\n\r\nI get it, the world is yearning for it. We’re drawn like moths to a flame for people or brands that are genuine, real, raw. We celebrate their bravery and their “don’t give a fuck what you think about me” ballsy-ness. Think Anthony Bourdain. Think Beyonce. Think Donald Trump…\r\n\r\nBrands are recognizing this and being rewarded for it. Cue the slew of client briefs where every single brand manager has the same brilliant idea where “authentic” is a brand personality or an essential part of the brand foundation — the most hollow marketing word in existence that literally means nothing.\r\n\r\nTo be authentic is to be true to who you are. However, you can’t be true to who you are if you don’t have a strong sense of who you are in the first place.\r\n\r\nThe goal of branding is to identify a brand’s true and compelling essence and broadcast that to the world in an aspirational and relevant manner. By achieving this you are paying homage to your brand’s authenticity. Penciling in the word “authentic” in your brand foundations/key/star/personality/etc. is not the same thing. Saying your brand is authentic without first defining the undisputed qualities of your brand is the equivalent of being true to a blank piece of paper.\r\n\r\nYes, please act authentically. Yes, please champion authenticity. But please recognize and respect the commitment it takes to get there. If you start with a deep understanding of the true nature of your brand, you might just figure out how to embrace authenticity without ever having to describe your brand as being “authentic.”', 'Authenticity: Marketing’s Biggest Phony', '', 'inherit', 'closed', 'closed', '', '1131-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 1131, 'http://cbx.cappendev.com/1131-revision-v1', 0, 'revision', '', 0),
(1217, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', 'As Milton Glaser once said, “The computer is to graphic design what the microwave is to food.” There was a time when our industry didn’t rely on technology, aka ‘Design B.C.’ (before computers). If you’re familiar with <em>Mad Men</em>, then you know exactly what I’m talking about. Illustration was an integral part of the design process. Today, the computer is our #1 source for inspiration and design. Why? Because it’s fast, reliable, and easy. Being a good illustrator isn’t essential for designers anymore, but that doesn’t mean we should abandon the skill all together. At CBX, one of our core values is ‘dirty hands’ so we made it our mission to break out the charcoal.\r\nCBX recently invested in a two-month still life refresher course (taught by SVA) to help bring us back to the basics.\r\n\r\nThroughout the course, we practiced a series of exercises like contouring, shading, deconstruction, perspective, proportion, and figure drawing. Some of these skills were new to us, and some were refreshers. But most importantly, we were forced to get out of our comfort zone – be looser in our execution and drop the need to be perfectionists. It was nice to be able to express our creativity in a laid back, deadline-less, and pressure-free environment.\r\n\r\nOne of our exercises consisted of deconstructing flowers. We were asked to slow down, focus on the details, and truly see the object for what it is. We needed to throw away any preconceived notions that we came with to the drawing table. That’s often what happens in our field of design because we seek a universal language that will appeal to the masses, and don’t always focus on our own personalization.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/03/Image2.jpg\"><img class=\"alignleft size-full wp-image-8887\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/03/Image2.jpg\" alt=\"Image2\" width=\"650\" height=\"379\" /></a><a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/03/Image3.jpg\"><img class=\"alignleft size-full wp-image-8888\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/03/Image3.jpg\" alt=\"Image3\" width=\"650\" height=\"379\" /></a>\r\n\r\nSitting in the room, watching a group of 10 designers see and sketch the same object differently was an inspiring reminder that we are all unique, we all see things differently, and that’s exactly why we make such a great team.\r\n\r\nAs our industries evolve, so do we. While we adapt to the latest design programs, technology, and social media trends, it’s easy to lose sight of the skills and tools that got us started in design.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/03/Image5.jpg\"><img class=\"alignleft size-full wp-image-8889\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/03/Image5.jpg\" alt=\"Image5\" width=\"650\" height=\"379\" /></a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/03/Image6.jpg\"><img class=\"alignleft size-full wp-image-8890\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/03/Image6.jpg\" alt=\"Image6\" width=\"650\" height=\"379\" /></a><a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/03/Image7.jpg\"><img class=\"alignleft size-full wp-image-8891\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/03/Image7.jpg\" alt=\"Image7\" width=\"650\" height=\"379\" /></a>', 'Back to Basics', '', 'inherit', 'closed', 'closed', '', '1036-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 1036, 'http://cbx.cappendev.com/1036-revision-v1', 0, 'revision', '', 0),
(1218, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<p style=\"text-align: left;\"><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\" /> By Ty T.</p><p style=\"text-align: center;\"><img class=\"size-full wp-image-330\" title=\"Liquid Nitrogen Capirihna\" src=\"/wp-content/uploads/2010/03/caipi.jpg\" alt=\"\" width=\"500\" height=\"358\" /></p>\nWhen is the last time a brand made you talk and talk and keep talking? <a title=\"The Bazaar.com\" href=\"http://thebazaar.com\">Bazaar</a>, Los Angeles?, part of Jose Andres\' collection of restaurants just may be the most experiential meal I\'ve consumed in my life - and I\'ve been talking about it!  From the moment you walk into the restaurant, you feel like you\'ve stepped into an Alice in Wonderland novel.  Thanks to Philippe Starck\'s design of very eclectic pieces mixed in with pieces of art with Moss tchochkies being sold, you feel as though you\'ve literally stepped into a bazaar....but that\'s just the beginning!  Do you ever walk into a restroom in a lounge or restaurant and think, \"I need to take pictures of this awesome restroom\"?  I did!\n\nSo besides the entire ambience, the main character in this story is the food.  The food quite certainly will keep your attention and keep you engaged from beginning to end.  The menu at Bazaar is split into two different sections - <em>Traditional Tapas </em>and <em>Modern Tapas</em>.  The traditional tapas is very much like you would see at any tapas style restaurant, although the flavors and forms seem to be a bit more cutting edge.  The modern tapas, however, blew me away!<!--more-->\n\nBy taking everyday ingredients, deconstructing them and then reconstructing them, Jose Andres creates an experience in your mouth like you\'ve never had before. Once dinner was concluded, they whisked me away to another location in the restaurant for their desserts.  Sitting on the steel silver sofa with a mirrored coffee table in front of me, I couldn\'t decide what to have since everything looked amazing.  The apothecary jars were filled with different types of cookies, chocolates and madelines.\n\nLight pink tile reminiscent of old Hollywood reflected the lights from the chandeliers.  They started me off with dark chocolate pop rocks - which I\'ve had before, but none this good.  He then brought out the piece de la resistance - the Nitro Coconut Floating Island.  Imagine passion fruit, coconut and vanilla formed into an island/cloud shape with nitrogen.\n\nMr. Andres has created a dining experience that will have me talking for a long time to come.  It\'s a winning combination for a brand to engage a consumer through an experience like this and have that consumer talk about it for months to come.  So as a food company, how can you take the familiar and put a new twist on it to engage your consumer?  How can you take what is common and make it uncommon to help differentiate from the competition?', 'Bazaar or Bizarre?', '', 'inherit', 'closed', 'closed', '', '833-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 833, 'http://cbx.cappendev.com/833-revision-v1', 0, 'revision', '', 0),
(1219, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<a href=\"http://cbxblog.com/wp-content/uploads/2010/02/Sandra_blog_thumb_nb-e1271783381536.jpg\"><img class=\"size-full wp-image-595\" title=\"Sandra_blog_thumb_nb\" src=\"/wp-content/uploads/2010/02/Sandra_blog_thumb_nb-e1271783381536.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a> By Sandra C.\n<a href=\"http://cbxblog.com/wp-content/uploads/2010/05/Liberty-of-London.jpg\"><img class=\"size-full wp-image-858\" title=\"Liberty of London\" src=\"/wp-content/uploads/2010/05/Liberty-of-London.jpg\" alt=\"\" width=\"500\" height=\"300\" /></a><em><span> </span></em>\n<em><span style=\"color: #a6a6a6;\">Liberty of London – latest prestige brand to be featured at Target</span></em>\n\nA good friend of mine is working on a very famous beauty brand that recently has attempted to go from selling exclusively in prestige channels to selling in the mass market.  Unfortunately, the entire product line was dropped almost immediately by a major prestige retailer and post launch, is already on promotion in a major mass retailer. Needless to say, the process still presents many risks.\n\nOn ther other hand, several premium brands have been successful going into mass: <a title=\"Loeffler Randall\" href=\"http://www.loefflerrandall.com/\">Loeffler Randall</a>, <a title=\"Proenza Schouler\" href=\"http://www.proenzaschouler.com/shop/\">Proenza Schouler</a>, and <a title=\"Simply Vera\" href=\"http://www.kohls.com/kohlsStore/landingpages/simplyveraverawang.jsp?pfx=pfx_google_roi&amp;cid=tbeverawang\">Vera Wang</a> to name a few. These brands from high-end designers are inspired by, rather than direct copies of, the designer’s original items. In some instances, the design house didn’t actually take the lead in creating the items; instead, they were designed by the retailer itself.  The benefit for retailers like <a title=\"Target\" href=\"http://www.target.com/\">Target</a> and <a title=\"Kohl\'s\" href=\"http://www.kohls.com/\">Kohl’s</a> is that designer-name products offer more flair and maintain some hints of a designer’s trademark, and therefore stand out from the pack of basic clothes and accessories normally carried.\n\nBut not all brands follow the ideal formula, and thus can suffer consequences.  <a title=\"MIchael Graves for Target\" href=\"http://www.target.com/Michael-Graves-Designers-Shopping-Directory/b?ie=UTF8&amp;node=1060502\">Michael Graves</a>, an architect and designer with a line of home goods at Target, has suffered a decline in his premium products, largely because the items offered at Target were too similar, according to some.  And shampoo brands notoriously lose their cachet when they move to mass. The disdain from the stylist community is overt.\n\nSo, can a brand that has had success in the prestige market really do well by “descending” to the mass consumer market? Yes, if it behaves more like a tease. Give the mass consumer a taste of what the real brand is like but don’t make it exactly like the prestige experience. Success lies in the balance.', 'Beauty and the Mass Market Beast', '', 'inherit', 'closed', 'closed', '', '842-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 842, 'http://cbx.cappendev.com/842-revision-v1', 0, 'revision', '', 0),
(1220, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<a href=\"http://cbxblog.com/wp-content/uploads/2010/02/Sandra_blog_thumb_nb-e1271783381536.jpg\"><img class=\"size-full wp-image-595 alignnone\" title=\"Sandra_blog_thumb_nb\" src=\"/wp-content/uploads/2010/02/Sandra_blog_thumb_nb-e1271783381536.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a> by S. Creamer\n<img class=\"size-full wp-image-2947 alignnone\" title=\"sandraMain2\" src=\"/wp-content/uploads/2011/05/sandraMain2.jpg\" alt=\"\" width=\"500\" height=\"274\" />\n\nHow should American beauty companies approach the copious business opportunities that await them in Asia? What is the right mix of regional vs. global branding? These are just a few of the questions weighing heavily on marketers’ minds right now, and they will be broached at the <a href=\"http://www.hbaexpo.com/home\" target=\"_blank\">HBA Global Expo</a> – held June 28th to the 30th – during a session titled <a href=\"http://www.hbaexpo.com/international-track-04\" target=\"_blank\">China, Japan, Korea: East Asian Markets</a>. CBX will appear at this session along with a panel of other experts.\nBeauty companies sell their products to help women achieve a dream appearance and lifestyle. (And of course, make money.) The way these companies go about doing so varies greatly from country to country and continent to continent, and depends on cultural norms. There’s no doubt that the East is influenced by the West, most notably by the fashion and entertainment industries (not surprisingly, we see this influence most strongly in Japan). But while consumers in Asia are turning more to plastic surgery, such as eyelid and breast enhancements, an analysis of recent beauty imagery of mass and prestige products in Asia shows the perceived aspirations around beauty are still very feminine and innocent. Take these visuals for example:\n\n&nbsp;\n\n<img class=\"size-full wp-image-2954 alignleft\" title=\"Korea1\" src=\"/wp-content/uploads/2011/05/Korea1.jpg\" alt=\"\" width=\"148\" height=\"195\" />\n\n<img class=\"size-full wp-image-2955 alignleft\" title=\"Korea2\" src=\"/wp-content/uploads/2011/05/Korea2.jpg\" alt=\"\" width=\"148\" height=\"195\" />\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n<img class=\"size-full wp-image-2953 alignleft\" title=\"Korea\" src=\"/wp-content/uploads/2011/05/Korea.jpg\" alt=\"\" width=\"80\" height=\"56\" />\n\nKOREA: The image on the left shows innocence through little makeup and the bucolic setting. The image on the right shows a more empowered woman, who still has an innocent expression, but because the man is seductively close, she displays more power and confidence.\n\n&nbsp;\n\n<img class=\"size-full wp-image-2957 alignleft\" title=\"China1\" src=\"/wp-content/uploads/2011/05/China1.jpg\" alt=\"\" width=\"148\" height=\"195\" />\n\n<img class=\"size-full wp-image-2958 alignleft\" title=\"China2\" src=\"/wp-content/uploads/2011/05/China2.jpg\" alt=\"\" width=\"148\" height=\"195\" />\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n<img class=\"size-full wp-image-2956 alignleft\" title=\"China\" src=\"/wp-content/uploads/2011/05/China.jpg\" alt=\"\" width=\"80\" height=\"56\" />\n\nCHINA: I liked these images because of the similar poses and the different effect. These photographs show a demure subject, each looking away from the camera. The one on the left is for a hair care brand, and the woman looks innocent and optimistic. The one on the right shows a mysterious glow around a beautiful and delicate woman. Both of these women convey different perspectives on virtue.\n\n&nbsp;\n\n<img class=\"size-full wp-image-2960 alignleft\" title=\"Japan1\" src=\"/wp-content/uploads/2011/05/Japan1.jpg\" alt=\"\" width=\"143\" height=\"191\" /><a href=\"http://cbxblog.com/wp-content/uploads/2011/05/japan21.jpg\"><img class=\"alignleft size-full wp-image-2964\" title=\"japan2\" src=\"/wp-content/uploads/2011/05/japan21.jpg\" alt=\"\" width=\"146\" height=\"191\" /></a>\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/05/Japan2.jpg\"><img class=\"alignleft size-full wp-image-3001\" title=\"Japan\" src=\"/wp-content/uploads/2011/05/Japan2.jpg\" alt=\"\" width=\"80\" height=\"56\" /></a>JAPAN: Japan is an interesting (and slightly disturbing) example, because of the overtly girl-oriented image of beauty. On the one hand, a girl is the epitome of innocence, yet a woman dressed as a girl suggests playful fun to a woman and a fantasy for a man. In this case the ad is targeted at women, but perhaps the appeal to men is the reason the trend is so appealing. Interestingly enough, premium products haven’t made the move yet toward overt sexuality. Rather, there continues to be evidence of softness and delicateness.\n\n&nbsp;\n\nSo while Western cultural influences, like more overt display of sexuality, are starting to influence beauty communication, but haven\'t taken a strong foothold yet. This is just one of the many considerations that beauty companies and ad agencies should keep in mind when targeting the Asian consumer market. ?', 'Beauty is as Beauty Does', '', 'inherit', 'closed', 'closed', '', '879-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 879, 'http://cbx.cappendev.com/879-revision-v1', 0, 'revision', '', 0),
(1221, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<strong>A sweet swirl of flavor &amp; strategy</strong>\r\nProduct naming typically involves hard decisions between corporate objectives and customer appeal. Renaming tends to come only after careful consideration of the equity that’s lost along with an abandoned name.\r\n\r\nEnter Ben &amp; Jerry’s. It’s finding ways to have its cake and eat it too by introducing new flavor names that both delight customers and serve business interests at the same time. Its latest genius move has been the “renaming” of Chocolate Fudge Brownie to <a href=\"http://www.benjerry.com/whats-new/weve-started-a-food-fight\" target=\"_blank\">“Food Fight! Fudge Brownie”</a> in support of the Vermont Food Fight initiative, which has been working to<a href=\"http://www.huffingtonpost.com/2014/06/16/ben-jerrys-gmo-food-fight-fudge-brownie_n_5500887.html\" target=\"_blank\"> defend a state law that requires labeling of GMOs</a> (genetically modified organisms) in food.\r\n\r\nThe new name doesn’t confuse loyal customers because it retains the crucial words “Fudge Brownie.” It is also limited in scope: Ben &amp; Jerry’s is only renaming the flavor in its company-owned stores in Vermont. (In grocery stores you’ll still see regular old “Chocolate Fudge Brownie.”)\r\n\r\nSo why go to all the trouble of “renaming” if the rollout is so limited? By announcing a renaming and donating a portion of its proceeds, Ben and Jerry’s draws attention to its larger corporate initiative to remove GMOs from all of its ice cream.\r\n\r\nNot only is this a great cause, it’s one perfectly aligned with the Ben &amp; Jerry’s brand. We expect it to be about purity and homespun quality. Customers like being reminded that their ice cream comes from Vermont. And it puts some much-needed distance between Ben and Jerry’s and its parent company, Unilever (<a href=\"http://www.burlingtonfreepress.com/story/news/local/2014/06/15/ben-jerrys-non-gmo/10380407/\" target=\"_blank\">which actually spent $450,000 working against GMO labeling in California</a>). The fact that the new flavor sounds more fun than ever is the cherry on top.\r\n\r\nOf course, this isn’t the first time Ben and Jerry’s has found naming nirvana: It has co-branded with a sense of humor (from “Stephen Colbert’s AmeriCone Dream” to “Lazy Sunday,” a new flavor named after an SNL sketch). Its new product line, “Core,” is a study in simple, irresistible branding.\r\n\r\nThe lesson here is that carefully crafted names can be both appealing and in line with corporate strategy. But it’s important to note that Ben &amp; Jerry’s doesn’t try to say everything in its names. They whet your appetite, and leave it to you to discover that Hazed and Confused contains hazelnut ice cream. It’s not about cramming everything into a name but about selecting the top priorities that let you tell your story the right way.', 'Ben & Jerry’s “Food Fight! Fudge Brownie\"', '', 'inherit', 'closed', 'closed', '', '1017-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 1017, 'http://cbx.cappendev.com/1017-revision-v1', 0, 'revision', '', 0),
(1222, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', 'First of all, I need to reveal that I am pro-beer -- in pretty much all situations. And that has colored my opinion here. And secondly, Ben &amp; Jerry’s Salted Caramel Brownie Brown Ale sounds delicious.\r\nBut a lot of folks have wondered, “Is this a road too far?” Can an ice cream brand migrate into beer? And I think here the answer is a resounding, “yes.”\r\n\r\nWhen thinking about brand stretch there are a few big things to consider. The first is “brand fit.” Usually this is about identifying things the brand does well that can credibly migrate to other offerings. Often this is bringing a signature attribute, benefit or image association to a new category. Coach, for example, began as a luxury handbag maker and then used its expertise in leather, and its equity in luxury, to credibly launch a line of high-end shoes.\r\n\r\nIn this case Ben &amp; Jerry’s is leveraging its expertise as a “craft” food manufacturer and its expertise in creating unique flavor combinations to enter a category that is all about “craft” and unique flavors. Oh, and they both come in pints! Ha!\r\n\r\nIt can also help if your new offering is targeting the same consumers as your more established offering – because hey, they already know and like you, so they are going to be more willing to give you the benefit of the doubt.\r\n\r\nNow, this might be where some of the detractors feel that Ben &amp; Jerry’s missed the mark – perhaps thinking that because it is an ice cream brand that it is “for kids.” But while ice cream is a kid-friendly category, Ben &amp; Jerry’s is not a kid brand. It’s the stuff you hide from your kids. This is a brand that assumes you like satirical late night TV and have at least a passing knowledge of derivative Grateful Dead bands. That does not sound like a brand targeting the under-12 set to me.\r\n\r\nAnd finally, and this one often gets overlooked, Ben &amp; Jerry’s has a consumer base that is arguably more open to trying new things and perhaps seeing relationships between things that are a bit more conceptual or a bit more novel. At the end of the day, it’s about whether or not your consumer base will give you permission to go somewhere new – and some brands have consumer bases that are simply stingier than others on this count. I’m betting on the Ben &amp; Jerry’s crowd to give this a chance.\r\n\r\nAnd if this doesn’t work, maybe they could try Ben &amp; Jerry’s craft toilet paper next. It could be Forest Stewardship Council certified – you know, just like Ben &amp; Jerry’s…\r\n\r\n<a href=\"http://www.usatoday.com/story/money/2015/04/16/ben--jerrys-new-belgium-brewing-ice-cream-beer-craft-beer/25898761/\" target=\"_blank\">photo credit USA TODAY</a>\r\n\r\n&nbsp;', 'Ben & Jerry’s and beer: How stretchy can you get?', '', 'inherit', 'closed', 'closed', '', '1040-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 1040, 'http://cbx.cappendev.com/1040-revision-v1', 0, 'revision', '', 0),
(1223, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<strong><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> </strong>By Karen S.<strong></strong>\n\n<strong> </strong>\n\n<a href=\"http://cbxblog.com/wp-content/uploads/2010/09/Best-Buy-copy.jpg\"><img class=\"size-full wp-image-1349\" title=\"Best Buy copy\" src=\"/wp-content/uploads/2010/09/Best-Buy-copy.jpg\" alt=\"\" width=\"500\" height=\"308\" /></a>\n\nI’m not a fan of Best Buy. My opinion has come from years of retail frustration. I find the stores difficult to navigate, the sales people either apathetic or in your face, the product selection for many categories,  so-so, and the checkout process can feel a bit like <em>Waiting for Godot</em>. The store’s only redeeming value to me is its convenient location just two blocks from my apartment, so I find myself in there from time to time, like it or not.\n\nBut recently I had an experience there that changed my perspective, and I’m now reconsidering Best Buy.\n\nA couple of months ago, my Dell laptop died (a story for another time), and I started searching for a new computer.  I did my usual e-trolling of <em>Consumer Reports</em>, <em>PC Report</em> and other consumer-reporting sites. By the time I got to CNET, I was able to narrow my selection; That’s when I noticed an option in the corner to purchase at Best Buy. The price was right, but I expected that almost anything I bought would need to be shipped. But to my pleasant surprise, among the shipping options was an offer to pick up my computer in-store. Now, I know this isn’t a new concept, but given that I believed my options would be 1) waiting several days to have a computer delivered; 2) going to Best Buy and dealing with their sales team and the register lines, this was an unexpected bonus.\n\n<a href=\"http://cbxblog.com/wp-content/uploads/2010/09/Best-Buy2.jpg\"><img class=\"size-full wp-image-1355 alignright\" title=\"Best Buy2\" src=\"/wp-content/uploads/2010/09/Best-Buy2.jpg\" alt=\"\" width=\"114\" height=\"154\" /></a> So, a couple of clicks later to confirm that the unit was available at my closest store and complete the financial transaction, I bought a new computer. A few minutes later, I got an e-mail from Best Buy, confirming that my computer was ready for pick up with all my order information. I went in to the store, found the “in-store pick up” counter, showed them my e-mail, received my computer, and was on my way in less than 10 minutes.\n\nSo here’s what I took away from all this: I don’t like the Best Buy in-store experience. But the reality is that they do have some of the products and brands that I prefer and because I’m pre-disposed to expecting a bad experience, I perceive that they don’t. However, a simple online experience, combined with a super-convenience in-store pick up, helped change my point of view; and place them squarely in the “friend” category for me.\n\n<img src=\"file:///Users/lise/Library/Caches/TemporaryItems/moz-screenshot.png\" alt=\"\" />', 'Best buys got it goin’ on-line', '', 'inherit', 'closed', 'closed', '', '849-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 849, 'http://cbx.cappendev.com/849-revision-v1', 0, 'revision', '', 0),
(1224, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '2014 marks a significant birthday in my life—all 14,610 days of it. That’s right. Some would refer to this milestone as now being “over the hill,” but I prefer it to be the “starting line” for the rest of my life. Even so, having this 40th birthday under my belt made me reflective, and inspired me to dig through the proverbial mementos of my past in my parents’ attic. I found dusty vintage hat boxes and one of a kind antique tins that my mother never threw away, filled with vintage pictures of a bygone era—pre-braces, frosted bangs, shaved head, pegged Z Cavariccis, XXL Buggle Boy Sweaters, stacks of skateboards, tins of Legos, Topps Garbage Pail Kids, and Wacky Pack stickers. Digging more I came across countless relics of fads from a consumer’s past. It reminded me of how strong a legacy brand has to be in order to withstand the test of time.The brands that we were all raised on and that have transcended generations are the ones that have evolved through the years without losing their relevancy. Every year a handful of these unique brands celebrate their centennial history in some way, shape or form. Whether through advertising, social media, traditional media promotional giveaways, events, sweepstakes, commemorative packaging or on and off-premise activation, utilizing the right touch points can make the difference between just another birthday party and a multi-faceted celebration that leaves a lasting impression on consumers’ hearts and minds.\r\nRecently, a few of my favorite brands have created this type of authentic connection with consumers.\r\n\r\n<strong>Morton Salt Co.: When it Rains, it Pours</strong>\r\n2014 marks one such birthday for Chicago-based Morton Salt Co. You may remember its iconic young girl wearing the yellow rain slicker and umbrella with the tagline, “When it rains it pours.” For 100 years, America has celebrated life’s moments with the Morton Salt Girl—from birthdays and holidays to the every day. This year, Morton Salt is inviting America to celebrate her.\r\nTo commemorate the 100th anniversary of its debut advertisement in the 1914 issue of <em>Good Housekeeping</em> magazine, the salt company is refreshing with specially designed birthday packaging (replete with fireworks), a refreshed girl and logo, parties (Morton will throw 100 parties for consumers in 100 cities over 100 days this year), and partnerships (Chicago\'s Wrigley Field, which also celebrates its 100th anniversary this year, is on tap to host a “Morton Salt Girl Day”). The birthday girl will also be prominently featured on Morton\'s Facebook, Twitter, Instagram, and Pinterest pages, as well as on her very own <a href=\"http://www.mortonsaltgirl100.com\" target=\"_blank\">microsite</a>.\r\nFor those of us who appreciate design subtleties, Morton Salt is also marking this milestone year with the first of many new product innovations: Morton® Garlic Sea Salt, an industry first, and Morton® Sea Salt, Roasted Garlic Sea Salt, and Black Peppercorn Grinders in stylish, tabletop-ready glass bottles. These products will be available nationally in 2014.\r\n\r\n<img class=\"alignleft  wp-image-7542\" style=\"margin-bottom: 40px;\" title=\"morton100\" alt=\"\" src=\"http://www.cbx.com/wp-content/uploads/2014/03/morton1001.jpg\" width=\"650\" height=\"416\" />\r\n\r\n<strong>Planters: Fresh-tennial</strong>\r\nFor history buffs, the name Amedeo Obici may ring a bell. If not, maybe you’re familiar with the brand he created over 100 years ago, Planters. The nut brand has also been celebrating its anniversary (not just this year but for the last seven years, which Planters referred to as “Fresh-tennial”). The company kicked off festivities by rolling out a limited edition portfolio of can designs by nationally established artists who they commissioned. The series celebrates four areas of American culture— \"Boardwalk,\" \"Baseball,\" \"Circus,\" and \"Times Square\"—and the unique role that Planters has played in making them worth celebrating.\r\nMore recently, Planters created exhibits and collaborated with local communities that played integral roles in Planters’ history. Maybe you’ve seen the Peanut Fest Parades in your hometown with Mr. Peanut as the Grand Marshal, or the Peanut Pals, a nonprofit organization with more than 500 collectors of Mr. Peanut memorabilia, which is hosting various “swap meets” around the country.\r\nMr. Peanut himself is actually just shy of his 100th birthday, and Planters likewise has been using this milestone as an opportunity to become more socially integrated with its consumers. In anticipation of the birthday celebration, Mr. Peanut’s fans were invited to vote on how his outfit should be updated to keep his look fresh, whether by adding a bow tie, pocket watch or cufflinks. This was a great way to allow consumers to get their own skin in the game and feel their personal connection with the brand.\r\nFor road trippers, Planters also introduced the Nut Mobile, which embarked on a cross-country trip stopping at festivals and fairs. Fans were able to take an interactive journey down memory lane using green screen technology to insert themselves into significant moments and events throughout Planters’ and America’s history over the last century. Atlantic City got involved in the action. They carted in a life-sized Mr. Peanut to greet visitors and actually renamed part of their boardwalk, “Planters Way.” Planters has made connections with their fans literally every step of the way.\r\n<img class=\"alignleft  wp-image-7524\" style=\"margin-bottom: 40px;\" title=\"planters100\" alt=\"\" src=\"http://www.cbx.com/wp-content/uploads/2014/03/planters100.jpg\" width=\"650\" height=\"379\" />\r\n\r\n<strong>Aston Martin</strong>\r\nThe luxury automobile brand rang in its 100th birthday with a yearlong program of centennial celebrations throughout the UK patronized by tens of thousands of eager owners and enthusiasts in Kensington Gardens, London.\r\nThe program featured “a unique display of some of the finest British sports cars ever made—which included a timeline of highly significant Aston Martin models as well as displays dedicated to the brand’s 50-year love affair with James Bond, its proud motorsport heritage and much else besides—drew exhibitors and visitors from across the UK, and far beyond.\"\r\nThey hosted specially designed driving tours across Europe as well as a host of unique events at the brand’s headquarters, which represented the largest single gathering of Aston Martins in history.\r\nA brilliantly executed unveiling of the CC100 speedster concept car designed for the centennial also matched the cutting-edge technology and expert craftsmanship that Aston Martin stands for. The new model was transported by helicopter and landed gracefully on the rooftop helipad of Burj Al Arab hotel in Dubai.\r\nWhat better way to celebrate a global automotive icon. James Bond could not have done it better if he tried.\r\n<img class=\"alignleft  wp-image-7525\" style=\"margin-bottom: 40px;\" title=\"astonmartin100\" alt=\"\" src=\"http://www.cbx.com/wp-content/uploads/2014/03/astonmartin100.jpg\" width=\"650\" height=\"379\" />\r\n\r\nOver the course of 100 years, society, technology, and consumer behaviors have inevitably changed, and in order to last another hundred years, the brands we love will need to work even harder to attract and maintain a loyal customer base. When a brand comes across the rare opportunity to celebrate its legacy with a well choreographed, multi-faceted branded experience, not only is it able to connect with its most loyal consumers, but it may just open the door to a whole new generation of enthusiasts. And what better way to do that than by throwing a really good party.', 'Birthday Branding: Designing a Brand’s Legacy', '', 'inherit', 'closed', 'closed', '', '1007-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 1007, 'http://cbx.cappendev.com/1007-revision-v1', 0, 'revision', '', 0),
(1225, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<strong><strong>Guess whose phone we won’t be talking about (much) next year</strong></strong>\r\nIt would be easy to dismiss the timing of last week\'s announcement of the Amazon Fire smartphone as a cheap attempt to deflect attention from <a href=\"http://bits.blogs.nytimes.com/2014/05/23/amazons-tactics-confirm-its-critics-worst-suspicions/?_php=true&amp;_type=blogs&amp;_r=0\" target=\"_blank\">all the bad PR Amazon has been getting lately</a>. Yet, even if it were true, that would be the only cheap thing about it. Turns out <a href=\"http://feeds.arstechnica.com/~r/arstechnica/index/~3/Wd52tg7n0EE/\" target=\"_blank\">the phone is super expensive</a>, especially considering its vendor.\r\n\r\nAnyone who follows Amazon\'s business knows it is the most horizontally expansive retailer out there and that it <a href=\"http://www.eugenewei.com/blog/2012/11/28/amazon-and-margins\" target=\"_blank\">deliberately doesn’t make much money on anything</a>. Instead, Amazon is playing a very long, low-margin game of nickels and dimes from repeat consumption across as many product lines as it can offer, at scale. With <a href=\"https://twitter.com/asymco/status/460724885120380929/photo/1\" target=\"_blank\">over 200 million credit cards on file</a>, it will make it up in volume, the story goes, which is why creating as many Amazon shopping venues as possible (Mac, Windows, iOS, Android, Kindle) is key to its model.\r\n\r\nTo wit, when Jeff Bezos introduced the Kindle Fire tablet in the fall of 2012, he said, “We want to make money when people use our devices, not when they buy our devices.” That’s smart positioning against an online shopping market share monster like the iPad, and investors have loved that stance overall for years, even after repeatedly reporting low profits and smokescreen unit sales and share figures. It all makes sense. But, wait: $649 phone… from… Amazon?\r\n\r\nWhere does a company that prides itself on lowering the barrier for consuming its offerings come off launching a $649 smartphone in 2014? More importantly, years from now, are all of today’s skeptics going to sound as foolish criticizing the Fire\'s price (and therefore odds of success) as ex-Microsoft CEO Steve Ballmer does now for <a href=\"http://www.youtube.com/watch?v=eywi0h_Y5_U&amp;feature=kp\" target=\"_blank\">literally laughing at the iPhone’s intro price</a> in 2007?\r\n\r\nThe answer to the first question isn\'t too hard to figure out. Rather than race to the bottom of <a href=\"http://www.icharts.net/chartchannel/smartphone-average-selling-price-asp-operating-system-usd-q3-2013_m33ays9ec\" target=\"_blank\">the already (over)commoditized low-end market</a> to get some scale, Amazon is trying to elbow in next to Apple and Samsung at the high end—<a href=\"http://daringfireball.net/linked/2014/02/12/phone-profit-share\" target=\"_blank\">those two companies alone make up more than 100% of the entire smartphone segment\'s profits</a> after all (yes, &gt;100%, because everybody else is losing money)—but Amazon is offering it in a way that channels the entire experience through a narrow lens that can only focus on Amazon’s purchase ecosystem. And hey, free Prime! And 3D! And shiny!\r\n\r\nYou can just hear the marketing meetings in your head, can’t you? Very engagement! So profit! There’s just one problem. In its hubris, Amazon seems to have missed something: Setting aside its minor scope in apps and entertainment content (raise your hand, guy who has used Prime to stream a movie), even the bread-and-butter Amazon store we all use isn’t well-liked, it’s well-tolerated. And it’s just a store, not some experience we want to repeat all day, every day.\r\n\r\nDisney, maybe. Amazon? Not like this.\r\n\r\nRemember the <a href=\"http://bgr.com/2013/05/13/htc-first-discontinued-att-facebook-phone/\" target=\"_blank\">Facebook Home</a> phone? We don’t really either, but we bet HTC does. That and the Fire phone will share <a href=\"http://thesaurus.com/browse/trojan%20horse\" target=\"_blank\">a thesaurus entry</a> soon enough. Amazon will artificially keep it alive, of course, and the ginned-up, “Customers Also Bought” popularity of the Fire phone will undoubtedly lurch through the increasing amount of interstitial interruptions to the Amazon shopping experience like Kindle Fire’s zombie cousin, irrespective of what device you’re using, annoying and alienating informed shoppers apace.\r\n\r\nSerious questions: Why’d these guys patent One-Click payment if all they want to do is interrupt the path to payment? Is the Fire smartphone just a giant interstitial ad between the user and the material world?\r\n\r\nWait, what if they sold it for $649 with the guarantee of no interstitial ads?\r\n\r\nSomewhere, Steve Ballmer is laughing his ass off.', 'Blue Flame', '', 'inherit', 'closed', 'closed', '', '1016-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 1016, 'http://cbx.cappendev.com/1016-revision-v1', 0, 'revision', '', 0),
(1226, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<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.\n[media-credit align=\"aligncenter\" width=\"449\"]<a href=\"http://cbxblog.com/wp-content/uploads/2010/05/1.jpg\"><img class=\"size-full wp-image-918\" title=\"-1\" src=\"/wp-content/uploads/2010/05/1-e1274366039731.jpg\" alt=\"\" width=\"449\" height=\"299\" /></a>[/media-credit]\n\nLast week, BP issued a statement saying that they were close to a solution that could halt the seemingly uncontrollable <a href=\"http://topics.nytimes.com/top/reference/timestopics/subjects/o/oil_spills/gulf_of_mexico_2010/index.html?inline=nyt-classifier\">oil spill</a> in the Gulf of Mexico that has horrified the world – yours truly included – since April 20th. This catastrophe, which occurred at an offshore drilling rig and killed 11 people, has caused more than 200,000 gallons of oil <em>per day</em> to leak into the waters near Louisiana, Mississippi, Alabama, and Florida, and is on track to eclipse the Exxon Mobil oil spill in terms of size. The damage of such a spill will be felt for years, and will unquestionably affect the economics of the Gulf Coast.\n\nFrom a marketing standpoint this is very, very bad news for BP, especially because it has spent the better part of the last 10 years trying to evolve its public image. Their campaign began in 2000 with the unveiling of a new global brandmark – a sunburst of green, yellow and white – that was intended to symbolize dynamic energy in all its forms. As a designer I loved this mark; it became the envy of the petroleum community for conveying a friendly, accessible, and green message. In a press release announcing the new design, the group said that BP stood for the company’s new aspirations: “better people, better products, big picture, beyond petroleum.”\n\nBut the company never really went “beyond petroleum” (and was anything but green), and now, thanks to the Deepwater Horizon fiasco, BP stands for something entirely different: BIG Problem. Not just for the Gulf…but for the world and future generations as well. How can the company possibly recover, now?\n\nPerhaps, the only way for BP to recover from this devastating natural disaster is to metaphorically “die” (like so much wildlife in the Gulf) or to reinvent itself, and its mission, under a new name just as the Phillip Morris Companies did in 2003. Having endured decades of legal battles and (dare I say rightly deserved) bad press, Phillip Morris had wished to emphasize that its business consisted of more than tobacco; at the time, it owned an 84% stake in <a href=\"http://en.wikipedia.org/wiki/Kraft_Foods\">Kraft</a>. So they re-branded themselves<sup> </sup>under the name Altria—Latin for \"high\"—accompanied by a brightly colored, abstract brandmark, projecting a friendly image to the public.\n\nBut if BP does go that route, I suggest that they take it one step further and consider embracing alternative forms of energy. That way, they really will move “Beyond Petroleum,” which would be a very, very good thing for them…and the rest of the world.', 'BP = Big Problem', '', 'inherit', 'closed', 'closed', '', '932-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 932, 'http://cbx.cappendev.com/932-revision-v1', 0, 'revision', '', 0),
(1227, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<a href=\"http://cbxblog.com/wp-content/uploads/2010/07/BrianBlog.jpg\"><img class=\"size-full wp-image-1180\" title=\"BrianBlog\" src=\"/wp-content/uploads/2010/07/BrianBlog.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a> By Brian M.\n<a href=\"http://cbxblog.com/wp-content/uploads/2010/07/Brand-Exp.-when-local-is-not-enough.png\"><img class=\"size-full wp-image-1166\" title=\"Brand Exp. when local is not enough\" src=\"/wp-content/uploads/2010/07/Brand-Exp.-when-local-is-not-enough.png\" alt=\"\" width=\"496\" height=\"299\" /></a>\n\nI say “Brand Experience” and You say <a href=\"http://bit.ly/9Ixrzb\">this</a>, <a href=\"http://bit.ly/9ZiNOs\">that</a>, and <a href=\"http://bit.ly/czjmFn\">other things</a> which partly to mostly confuse me.<em> Yes, And</em><strong>,</strong> none of the above is possible if a brand can’t deliver. Consider one case … <em>literally</em>. At first glance it might read like a tired tale of the now clichéd brick and mortar struggling to stay in the game against the click and order set. <em>“Technology Once and for all Conquers Humans.</em>” Nah, it’s more than that.  After all, you can still fail online – <a href=\"http://bit.ly/9FWwBf\">even if you\'re Google</a>. (In fact, it’s easy to blame technology when maybe the story is just another chapter in <em>“Humans: Getting in Our Own Way for Millennia.”</em>) So, I see it as a question of focus. Not, ‘Do what you do well’, but, ‘What do you do, really?’ Here’s the lowdown:\n\nFADE IN ON: Me. A typical morning. I am not at home cozily luxuriating over the choice between a drive to the local big box and a visit to a virtual wonder world. I am simply a guy who needs a book—right away—whose immediate instincts tell him, “<em>Get off your butt and walk down the street if you need it now.</em>” Right.  I’ll call first.\n\nMonday\n\n<strong>9:00 AM</strong> Me calling Barnes &amp; Noble <em>… “You have reached….store hours are 10:00AM…”</em>\n\n<strong>10:42 AM</strong> (Let’s give’em a chance to sip some coffee first)\nMe: Hey I am looking for this book.\nB&amp;N: Uh, we don’t have it in stock.\nMe: How soon?\nB&amp;N: The closest one is in Illinois, so……\nMe: (Soooooo? Not soon, then.)\nB&amp;N: A week?\nMe: Is that the soonest?\nB&amp;N: Uh, yeah.\nReally? There are no copies at the Upper East Side location? What about Fifth Ave? Queens? Newark? Philly?!\nI am bewildered.\nWith four floors worth of books they didn’t have room for one small book weighing in at 7.2 ounces, less than an inch thick? It’s not like I was looking for the <a href=\"http://en.wikipedia.org/wiki/Gutenberg_Bible\">rarest book</a><strong> </strong>in the world. And really, the next closest copy was in Illinois? Should I just call Illinois directly?\nIt’s time to give the disembodied machines (and the very real behind-the-scenes people) a chance.\n\n<strong>10:51 AM</strong>\nMe: Skeptical that Amazon is going to be able to do much better than the behemoth down the street.\n<em>&lt;Click&gt; &lt;click&gt;, Cliiiiiick&gt; Click?!&gt; &lt;clikclickclcikclcicklcickcl&gt; CLICK!</em>\nTranslation:\nAmazon: Here’s the book you are looking for and here are your delivery options, oh by the way if you order it in the next 13 minutes we guarantee delivery today. So……what do you think?\nMe: Heck yes.\n\n<strong>10:52 AM – 5:15 PM</strong>\nMe checking the delivery status every five minutes. Can they really do this? Can they really pull this off? I need a Tums.\nIn an age where we have the ability to monitor every piece of communication and make it look like a real person is reading your email … I‘m skeptical that there really is a live human on the other end of the “Submit” button who is going to take my request seriously – and DO something about it.  “Yes, we did <em>say</em> we’d get you the book today, but <em>you’re</em> the one who was gullible enough to have believed us.”\n\n<strong>5:16 PM</strong>\nMe: Despair. The great experiment has failed. Close that tab on my browser, it’s over. There’s no need to track the <em>&lt;sniff&gt;</em> guaranteed delivery anymore.\n\n<em>Brand meltdown or consumer meltdown?  Stay tuned for the ending to my book-hunting misadventures.  Yes, you’ll have to wait a week … but every experience is worth waiting for, is it not?</em>', 'Brand experienced: When local is not enough (Part 1 of 2)', '', 'inherit', 'closed', 'closed', '', '940-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 940, 'http://cbx.cappendev.com/940-revision-v1', 0, 'revision', '', 0);
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(1228, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<a href=\"http://cbxblog.com/wp-content/uploads/2010/07/BrianBlog.jpg\"><img class=\"size-full wp-image-1180\" title=\"BrianBlog\" src=\"/wp-content/uploads/2010/07/BrianBlog.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a> By Brian M.\n<a href=\"http://cbxblog.com/wp-content/uploads/2010/08/BN-same-day-delivery.jpg\"><img class=\"size-full wp-image-1214\" title=\"BN same day delivery\" src=\"/wp-content/uploads/2010/08/BN-same-day-delivery.jpg\" alt=\"\" width=\"500\" height=\"200\" /></a>\n\n<em><span style=\"color: #808080; font-size: 9px;\">(...) This is the continuation of last week\'s blog article \" Brand experienced: When local is not enough\" by Brian M. This is part 2, part 1 should be read first (...) </span></em>\n\nI guess I am not too upset—it’s to be expected. I mean, how can some intangible entity do better than a flagship store full of people less than a ½ mile away who have access to the inventory of <a href=\"http://bit.ly/9p9Oko\">11 other stores</a> within a 10 mile radius?  It would have been superhuman.\n\nEven so there are opportunities for both Amazon and B&amp;N to think bigger about who they are and how much more they could mean to consumers like me:\n\nAmazon has the opportunity to become a new iteration of the personal shopper—the logistics alone for this are huge, but by celebrating the human element , not the algorithmic one, it offers a great moment to make a real connection.\n\nSlap <a href=\"http://bit.ly/eTgFo\">RFID tags</a> in the boxes and make the processes trackable in a more concrete, personal way. It’s one thing to watch the transaction-abstraction of the slow but steady progress of a UPS or Fedex package making its way across our interstate system and networks of warehouses and shipping facilities by reading about each handoff taking place at strange hours of the day.  It would be another brand experience entirely if you could watch a little blinking dot move down your local streets and avenues as it gets nearer and nearer your desk. Maybe the name of the guy carrying your book pops up with a picture and a link to his Facebook profile. It could help Amazon stand out a little bit more as online purchases might themselves be considered a commodity (Overstock.com, theFind.com, Shop.com, Google Shopping, PricerGrabber.com, not to mention eBay, craigslist, ShopIt and any retailer’s online destination.) We all really like Amazon because it works so swell—now maybe there is a way to <em>love</em> it.\n\nB&amp;N, on the other hand, <a href=\"http://www.matthewferrara.com/rssfeed/failuremindset/\">obviously</a> has an opportunity to rethink its logistics, the priorities of its customer care, and what value 8 Manhattan locations brings. Clearly it has a lot of books, both in Illinois and right down the street, but is it really a bookstore? The big thing it should consider: what does it want to be? My bet is that it sells less coffee than Starbucks, fewer books than Amazon, and fewer chotchkies than well, <a href=\"http://www.tchotchkes.com/\">these guys</a>. Is it a case of being everything to everyone? Struggling to find an analogue place in a digital world? Or, is it just a case of not being as relevant as it could?\n\nWhat if B&amp;N re-imagined itself as more than a purveyor of books, nooks, coffee, etc.  because purveying doesn’t seem to be its strong suit, and instead focused on being the trusted curator of the very real and powerful ideas contained in all those books and discussions over coffee? Forego quantity (and alacrity for that matter) for quality and meaning and relevance.\n\nHost debates. Reintroduce the soapbox. Be the unofficial corporate sponsor of the 1<sup>st</sup> Amendment. Be a little controversial. Get people talking. Be the place where ideas start and notions take hold. Be the place where innovation happens, start-ups are started, political careers are launched. Be a place people want to go to be inspired.\n\nWhat if B&amp;N found that it had more in common with the local public library or traditional <a href=\"http://en.wikipedia.org/wiki/Penny_University\">coffeehouses</a> that it does Amazon?\n\n5:29 PM\n\nBook. Here on my desk. Decidedly before the end of a New York day.\n\nGranted it’s NYC—you can get <a href=\"http://bit.ly/dsNq2Z\">anything delivered</a> to your door, but Barnes, really, being outdone in your <a href=\"http://bit.ly/bW9qcy\">own backyard</a>?\n\nPlus with the population <a href=\"http://pubs.usgs.gov/circ/2004/circ1252/fig.2.gif\">densities</a> of cities growing, I am guessing this same-day expectation is going to become less of an NYC–esque experience and more generally an urban one.\n\nThe real irony is that the people at Amazon have probably read the <a href=\"http://amzn.to/aJHB1i\">book</a> I was looking for but the people at B&amp;N have not.\n\nScore:\n\nHumans who innovate to deliver on a promise—with or without technology: 1\n\nHumans who use bureaucracy as an excuse not to innovate: 0', 'Brand experienced: When local is not enough (Part 2 of 2)', '', 'inherit', 'closed', 'closed', '', '941-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 941, 'http://cbx.cappendev.com/941-revision-v1', 0, 'revision', '', 0),
(1229, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', 'Sometimes, even a baby needs an update. <a href=\"http://www.gerber.com/public/default.aspx\" target=\"_blank\">Gerber Products Company </a>was founded in 1927, and in 1931, the ubiquitous Gerber baby illustration was officially made the company trademark. Since then, the Gerber baby has been recognized as a sacred brand icon all over the world. According to Wikipedia (which means it may not be true), the company started looking at a new baby in 2011 but as of 2013, it appears that baby Ann still remains the Gerber trademark photo. As a worthwhile exercise, let’s play devil’s advocate concerning potential updates to the baby logo:\n<img class=\"alignleft  wp-image-6102\" title=\"Sandra_Gerber1\" src=\"http://www.cbx.com/wp-content/uploads/2013/03/Sandra_Gerber1.jpg\" alt=\"\" width=\"147\" height=\"170\" />\n\nArgument #1 – The baby is iconic. Everything points to an exploratory that started and culminated in a study that reached this conclusion: Don’t change the baby. At the same time, brands modernize logos all the time because they realize they need to stay relevant in an evolving consumer and cultural context. By not updating, Gerber runs the risk of losing relevance as women become moms. Gerber is pursuing other brand touch points, such as a slew of <a href=\"https://itunes.apple.com/us/app/gerber-pregnancy-calendar/id409224622?mt=8\" target=\"_blank\">iPhone apps</a>, so we know the brand is trying to stay relevant. However, Gerber should also consider the relevance of its overall look, tone and feel\n\n<img class=\"size-full wp-image-6103 alignright\" title=\"Sandra_Gerber2\" src=\"http://www.cbx.com/wp-content/uploads/2013/03/Sandra_Gerber2.jpg\" alt=\"\" width=\"160\" height=\"240\" />Argument #2 – The baby has global recognition. Gerber offers 190 products in 80 countries and the baby is already a widely recognized visual. However, this baby represents a small segment of the global population and may be missing out on that attribute of “a brand for me.” Elsewhere on their website, Gerber shows some diversity, but it is important to consider the overall imagery as well. Brands like Downy have continued to evolve the look and presentation of their toddler, including moving from illustration to photography.\n\n<img class=\"wp-image-6104 alignleft\" title=\"Sandra_Gerber3\" src=\"http://www.cbx.com/wp-content/uploads/2013/03/Sandra_Gerber3.jpg\" alt=\"\" width=\"230\" height=\"178\" />Argument #3 – The baby is our most powerful asset. This leads to the thinking that the baby doesn’t have to change if the brand expression surrounding it is updated. What happens next tends to feel a little like “Frankenbranding.” When a brand doesn’t bring every aspect of its visual expression into alignment, the overall impact is not as effective.\n\n<img class=\" wp-image-6105 alignright\" title=\"Sandra_Gerber4\" src=\"http://www.cbx.com/wp-content/uploads/2013/03/Sandra_Gerber4.jpg\" alt=\"\" width=\"85\" height=\"124\" />We’re not saying that the baby shouldn’t be the hero, but it would be interesting to explore what modernizing the baby in line with an updated overall brand expression might do to bring Gerber more relevance in today’s changing consumer and cultural context.\n\np.s. Mystery novelist and retired English teacher Ann Turner Cook is the Gerber Baby.', 'Brand New Baby?', '', 'inherit', 'closed', 'closed', '', '978-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 978, 'http://cbx.cappendev.com/978-revision-v1', 0, 'revision', '', 0),
(1230, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<object classid=\"clsid:d27cdb6e-ae6d-11cf-96b8-444553540000\" width=\"425\" height=\"350\" codebase=\"http://download.macromedia.com/pub/shockwave/cabs/flash/swflash.cab#version=6,0,40,0\"><param name=\"src\" value=\"http://www.youtube.com/v/QilC34W39xE\" /><embed type=\"application/x-shockwave-flash\" width=\"425\" height=\"350\" src=\"http://www.youtube.com/v/QilC34W39xE\"></embed></object>', 'Brand That!', '', 'inherit', 'closed', 'closed', '', '835-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 835, 'http://cbx.cappendev.com/835-revision-v1', 0, 'revision', '', 0),
(1231, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<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\nDo cities have their own brand? Personality? Style of storytelling? The resounding answer is yes. Close your eyes and what do you see when your hear the \"City of Lights\"? Rain bouncing on cobblestoned streets? Parisians riding around on bicycles with baguettes sticking out of their baskets? Paris was a central character in Woody Allen’s Midnight in Paris. So much, in fact (spoiler alert!) that the viewer was taken through a portal to the city during its bohemian heyday. Who wouldn\'t want to chum around with Picasso, Dali or Hemingway?\r\n\r\n&nbsp;\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/10/Midnight-in-Paris-Movie.jpg\"><img class=\"size-full wp-image-3682 aligncenter\" title=\"Midnight in Paris Movie\" src=\"/wp-content/uploads/2011/10/Midnight-in-Paris-Movie.jpg\" alt=\"\" width=\"428\" height=\"285\" /></a>\r\n\r\n&nbsp;\r\n\r\nCarrie Bradshaw constantly referred to New York City as a central character in Sex in the City. These days, romantic comedies seem destined to be centered around the Big Apple. Is it the smell of the roasted cashews, the provoking museums, sumptuous restaurants, horse riding through Central Park? Maybe it\'s that great tap water that gets the heart pumping.\r\n\r\n&nbsp;\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/10/sarah-jessica-parker-and-carrie-bradshaw-gallery.jpg\"><img class=\"size-full wp-image-3683 aligncenter\" title=\"sarah-jessica-parker-and-carrie-bradshaw-gallery\" src=\"/wp-content/uploads/2011/10/sarah-jessica-parker-and-carrie-bradshaw-gallery.jpg\" alt=\"\" width=\"384\" height=\"576\" /></a>\r\n\r\n&nbsp;\r\n\r\nLast month, I saw <em>Drive</em>. Now, let me say, I\'m not an LA girl but Ryan Gosling? (Thank you sir, may I have another). <em>Drive</em> reminded me of my curious but detached attitude to the \"City of Angels\". Some people love it. Anthony Keidis loves it so much that he partnered with Ed Ruscha, a famous local artist, to create a video and provide interest to the museums in town.\r\n\r\n&nbsp;\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/10/6a00d8341c630a53ef0154355db2f9970c.jpg\"><img class=\"size-full wp-image-3684 aligncenter\" title=\"6a00d8341c630a53ef0154355db2f9970c\" src=\"/wp-content/uploads/2011/10/6a00d8341c630a53ef0154355db2f9970c.jpg\" alt=\"\" width=\"539\" height=\"298\" /></a>\r\n\r\n&nbsp;\r\n\r\nWhat exactly is LA known for beyond Hollywood and sweet beaches? Lately, with Carmageddon, the omnipresent car culture is on our radar and <em>Drive</em> helped put it in a romantic, 80\'s tinged neon light. With so much time spent driving in LA, it can be lonely, and <em>Drive</em> speaks to that with a noir lens, featuring darkness and intrigue, bad guys and power.\r\n\r\n&nbsp;\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/10/Scorpio-Jacket-Drive-movie-Ryan-Gosling.jpg\"><img class=\"size-full wp-image-3685 aligncenter\" title=\"Scorpio-Jacket-Drive-movie-Ryan-Gosling\" src=\"/wp-content/uploads/2011/10/Scorpio-Jacket-Drive-movie-Ryan-Gosling.jpg\" alt=\"\" width=\"470\" height=\"547\" /></a>\r\n\r\n&nbsp;\r\n\r\nAs brands, cities have to capitalize on the experiences that differentiate themselves to others, in order to attract future visitors and potential inhabitants. According to NYC &amp; Company, New York City attracted over 48 million tourists in 2010 who spent $31 billion. Dang, that\'s no chump change.\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;', 'Branded Cities', '', 'inherit', 'closed', 'closed', '', '900-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 900, 'http://cbx.cappendev.com/900-revision-v1', 0, 'revision', '', 0),
(1232, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', 'As a girl I was a massive Wonder Woman fan. I was particularly entranced by the idea of the utopian Paradise Island – the girl-only home to Wonder Woman and her Amazon sisters. According to the Wonder Woman story there were no men allowed on Paradise Island, but I always imagined that they kept the men around, housed in pens, and just let them out to mow the lawn and fix stuff.\r\nI am not alone in my fascination with utopias. It is actually an American phenomenon. We love the utopian ideal in this country. America was, early on, perceived as a utopian destination for Europeans – verdant, uncorrupted, and free. And America became a hotbed of utopian experimentation: Shakers, transcendentalists, socialists, free-sexers and free-thinkers.\r\n\r\nIt is partially the pro-utopian DNA in us that fuels our love affair with brands in this country. It is not a coincidence that the vast majority of the great global brands are American. Great brands, like utopians, offer the promise of an emotionally enriched, fundamentally better life – in other words, use this brand and your life will be better and different! For an Axe believer that means you can go from being a skinny kid with acne to a constantly-getting-laid-girl-magnet. Is there a better definition of utopia for the teenage boy? Starbucks actually puts us in charge of the utopia. The brand lets us each enjoy a few moments of complete sovereignty. I imagine the fantastic feeling of command I get when I order my half-caff Americano is eerily similar to the way I would feel were I to order the peasants taken to the dungeon and given only gruel. Well, maybe that’s just me.\r\n\r\nPerhaps the perfect founding metaphor for the relationship between branding and our utopian urge are brands that were literally birthed from utopian communities: Oneida flatware, the brand that sprang from the Oneida religious commune of the mid-nineteenth century and Amana, the corporate outgrowth of a Lutheran-inspired utopian community.\r\n\r\nAt CBX, we actually harness this utopian thinking to explore the power of brands. When developing a Brand Purpose, for example, we think about a brand’s vision for a better world – often in utopian terms -- and then show how the brand is pivotal in bringing this world into being. This grandeur of ambition is critical to driving consumer connection. People want to connect with brands that are trying to do more than just create shareholder value -- they want to connect with brands that have a meaningful role in, and make a meaningful contribution to, the world.\r\n\r\nWe recently undertook this exercise when working with the Independent Filmmaker Project (IFP). We created a utopian IFP world. And through that exploration we saw that opportunities to tell stories were paramount, which helped lead us to a Brand Purpose driven by the idea of creating “successful personal storytellers.”\r\n\r\nSo the next time you are trying to get your head around a brand, ask yourself what kind of world that brand would build. And let’s hope it’s a world where the men get let out of the pens more frequently.', 'Branding and American Utopianism', '', 'inherit', 'closed', 'closed', '', '956-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 956, 'http://cbx.cappendev.com/956-revision-v1', 0, 'revision', '', 0),
(1233, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<img class=\"alignnone size-full wp-image-4825\" title=\"Lulu\" src=\"http://www.cbx.com/wp-content/uploads/2012/07/Lulu.jpg\" alt=\"\" width=\"59\" height=\"59\" /> \r\n<img class=\"alignnone size-full wp-image-4537\" title=\"tumblr_m5z8p7Aj7L1rppp24\" src=\"/wp-content/uploads/2012/07/tumblr_m5z8p7Aj7L1rppp24.jpg\" alt=\"\" width=\"500\" height=\"304\" />\r\n\r\nNothing makes me laugh quite like a #whatshouldwecallme .gif that mirrors my roommate’s reaction to <a href=\"http://whatshouldwecallme.tumblr.com/post/27457629392/when-im-driving-and-someone-touches-my-radio\" target=\"_blank\">someone changing her 90’s playlist in the car</a>, or one that calls to mind the feeling of selfish despair, after I have discovered that my last single friend in New York City found a new boyfriend .\r\n\r\nThere is something so on point and discerning that .gif provides, other than filling the void of bland text humor. Not only has the self-deprecating theme of whatshouldwecallme.tumblr.com allowed thousands to relate on a more personal and honest premise through animated visuals, it has also inspired so many people to re-blog these notorious .gifs, possibly distilling a “truer self” along the way.\r\n\r\nThe flood of new .gif based Tumblr sites:\r\n<ul>\r\n	<li>dontsonsultme.tumblr.com</li>\r\n	<li>howdoiputthisgently.tumblr.com</li>\r\n	<li>wheninnewyorkcity.tumblr.com)</li>\r\n</ul>\r\nare essentially branding situations rich in emotional context through visual personas and facial idiosyncrasies. These .gifs run the gamut of highlighting our <a href=\"http://whatshouldwecallme.tumblr.com/post/23276564565/when-i-check-my-symptoms-on-webmdhttp://\" target=\"_blank\">darkest hours</a>, <a href=\"http://whatshouldwecallme.tumblr.com/post/26093788225/waking-up-early-but-then-realizing-its-a-saturday\" target=\"_blank\">daily victories</a>, and <a href=\"http://whatshouldwecallme.tumblr.com/post/27318239353/when-i-burn-my-hands-while-curling-my-hair\" target=\"_blank\">subtle annoyances</a>, entertaining “a day in the life” spectacle that most of us can identify with.\r\n\r\nFrom the beginning of mankind, we have attributed complex meaning to facial expressions, an extraordinary and progressive trait unique to human beings. Expressions have always served as a chief social device for emotional connectivity with others, be it our desire to influence others or reflect our innermost feelings. This human quality alone may play a key role in the attractiveness of these sites as we relive and share feelings of joy or humiliation…We are all fallen to the tendency of the seven deadly sins, so why not laugh about it?\r\n\r\nThe success and excitement of animated .gifs is two-fold: they challenge the face-to-face disconnect between people that technology has created, and their content is chock full of emotional relevance surrounding an event or situation…No wonder .gifs, a digital space that was popular in 1995, is having such a colossal comeback.\r\n\r\nAs for brands, .gifs present an excellent opportunity to capitalize and expand on visual voice. They bring to light the power of expression and the importance of situational relevance for people. How can brands dial up expression in their visual voice so that it is engaging across all platforms? Are there certain elements of design that are highly associated with human traits, or trigger deeper rumination? With regards to brand positioning, can we create influential meaning around a situation or experience that is not necessarily a concrete idea or concept?.Exploring the holistic and human experience that .gifs provide may spark ideas for branding.', 'Branding in a gif.fy', '', 'inherit', 'closed', 'closed', '', '924-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 924, 'http://cbx.cappendev.com/924-revision-v1', 0, 'revision', '', 0),
(1234, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<object classid=\"clsid:d27cdb6e-ae6d-11cf-96b8-444553540000\" width=\"450\" height=\"270\" 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/5NTRvlrP2NU&amp;hl=en_US&amp;fs=1&amp;\" /><param name=\"allowfullscreen\" value=\"true\" /><embed type=\"application/x-shockwave-flash\" width=\"450\" height=\"270\" src=\"http://www.youtube.com/v/5NTRvlrP2NU&amp;hl=en_US&amp;fs=1&amp;\" allowscriptaccess=\"always\" allowfullscreen=\"true\"></embed></object>\nAgainst Tiger’s titillating descent into 21st century digital-tabloid vortex, Nike was busy hedging its bets on its iconic brand with a simply and skillfully produced 30-second spot that has set critics and pundits afire.\n\nDid Nike’s sparse video have game?  Let’s break it down:\n\na) Use of black-and-white.  Reflects and deconstructs the black and whites of classic mores, morals, and tradition.  (Public rebuke or poetic irony?)\n\nb) From Medium to Close-up.  Lures the skeptic into a gradual acceptance of global icon as sullen and fallen hero, Tiger framed dead center, no doubt.\n\nc) Voice from God (Earl Woods).  Evokes paternalism, rehashes athletic myth, and frames interior monologue as brand-to-consumer dialectic.\n\nd) Brand image.  Treats video like a tagline and punctuates it, no less, with a SWOOSH.\n\nTaken together then, Nike’s attempt at brand resuscitation assumes that today’s consumer—\n\na) Prefers to live in grays, separating the blacks and whites of private life with public persona, and later re-samples them to the whims of temperamental commodification.\n\nb) Wearies of his own outrage – likely, after 154 days! – that eventually gives way to pity and later, empathy.\n\nc) Delights in memory loss and revisionism.  Who doesn’t like a good story – especially, a father-son tale – no matter its out-of-context voiceover (lifted from a 2004 documentary, Earl Woods’ remarks were originally directed at Tiger’s mother, Kultida) or character inaccuracies.\n\nDid Nike assume rightly or wrongly?\n\nAnd how will the Tiger brand fare in the months ahead?  As case study in blind corporate blunderism or as paragon of tactical, re-branding genius?\n\nConsidering Tiger’s Augusta run ended 5 shots back of Lefty (who, in ironic twist, solidified his posture as most family-friendly brand), we’ll have to wait and see.', 'Branding Indiscretion as a Postmodern Video Spot', '', 'inherit', 'closed', 'closed', '', '845-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 845, 'http://cbx.cappendev.com/845-revision-v1', 0, 'revision', '', 0),
(1235, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<em><a href=\"../wp-content/uploads/2011/06/JenniferDaniels.jpg\"><img title=\"JenniferDaniels\" src=\"../wp-content/uploads/2011/06/JenniferDaniels.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a> </em>\r\n&nbsp;\r\n\r\nPaula, Mario, Giada, Tyler, Ina, Jamie, Emeril. No, not the names of the new 7 dwarfs but of some of the most famous celebrity chefs who started at the stove, made their way onto your television screen and then into your cupboards and refrigerators. These people are living examples of a brand in 360 degrees. From an action (cooking) they turned themselves into entertainment (a cooking show) and then into an actual product.\r\n\r\n&nbsp;\r\n\r\nIt is these actual products I want to share. As an avid fan of all things related to cooking (the Food Network, the new Cooking Channel, <em>Bon Appetit</em> magazine, food blogs, etc), I love to check out the packaging in gourmet food stores and specialty shops as well as just in the basic grocer’s. I stumbled upon Giada Delaurentiis’ olive oil just a couple of weeks ago. My first thought was “Wow! Giada has olive oil now?” and then this: “Why is her face on the label?”. If you know her name, then you know her face so why make a product that is most likely high-end quality and bring down the design with a photo of the chef promoting it?\r\n\r\n&nbsp;\r\n\r\nAfter a review of the seven chefs and their specialty food products , I noticed a common thread – their faces were on the packaging! In almost all cases, the design of the box or bottle would be a lot nicer if their faces weren’t covering it (with the exception of Jamie Oliver’s line). This led me to think about what the marketing teams were thinking. When I say ‘Emeril’, what do you see? Likely a portly Portuguese man throwing spices and yelling “BAM!”. You don’t need his mug on the sauce jar to remind you of that.\r\n\r\n&nbsp;\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/10/Emerils1.png\"><img class=\"size-full wp-image-3662 aligncenter\" title=\"Emerils\" src=\"/wp-content/uploads/2011/10/Emerils1.png\" alt=\"\" width=\"434\" height=\"301\" /></a>\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\nI\'m pretty sure this lady, lovely and all, could have done without her face on the olive oil and balsamic vinegar bottles.\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/10/giadaNEW.jpg\"><img class=\"size-full wp-image-3663 aligncenter\" title=\"giadaNEW\" src=\"/wp-content/uploads/2011/10/giadaNEW.jpg\" alt=\"\" width=\"603\" height=\"447\" /></a>\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\nMario, Mario, Mario. I get a kick out of you. I loved your show about your travels to Spain on PBS. I love your restaurants in NYC. But why not have your sauce bottles promote the same clean design as your fabulous Italian megastore Eataly?\r\n\r\n&nbsp;\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/10/Mario2.png\"><img class=\"size-full wp-image-3664 aligncenter\" title=\"Mario\" src=\"/wp-content/uploads/2011/10/Mario2.png\" alt=\"\" width=\"385\" height=\"374\" /></a>\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\nPaula Deen is the Queen of Butter and I love watching her cheerful persona on her show but I’d prefer her packaging to show that love without showing <em>her</em>. I love to see her add butter, mayo and sugar to almost everything (not USUALLY all three at once), but does this packaging design make me want to buy it?\r\n\r\n&nbsp;\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/10/Paula.png\"></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/10/Paula1.png\"><img class=\"size-full wp-image-3665 aligncenter\" title=\"Paula\" src=\"/wp-content/uploads/2011/10/Paula1.png\" alt=\"\" width=\"586\" height=\"235\" /></a>\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\nThough this next design shows the chef’s face (which I still believe to be a no-no in food packaging), it has a clean design aesthetic that I appreciate.\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/10/Jamie.png\"></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/10/Jamie1.png\"><img class=\"size-full wp-image-3666 aligncenter\" title=\"Jamie\" src=\"/wp-content/uploads/2011/10/Jamie1.png\" alt=\"\" width=\"559\" height=\"352\" /></a>\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\nLast but not least, there are two celebrity chefs that break the mold when it comes to “typical” packaging for this category – Tyler Florence and Ina Garten. Tyler’s packaging places his name in a small, unintrusive type, while the ever-amazing Ina Garten (aka Barefoot Contessa) relies only on her namesake for branding – no photo of her at all (just a photo of the end product of her food).\r\n\r\n&nbsp;\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/10/Tyler.png\"></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/10/Tyler1.png\"><img class=\"size-full wp-image-3667 aligncenter\" title=\"Tyler\" src=\"/wp-content/uploads/2011/10/Tyler1.png\" alt=\"\" width=\"458\" height=\"296\" /></a>\r\n\r\n&nbsp;\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/10/Barefoot.png\"></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/10/Barefoot1.png\"><img class=\"size-full wp-image-3668 aligncenter\" title=\"Barefoot\" src=\"/wp-content/uploads/2011/10/Barefoot1.png\" alt=\"\" width=\"455\" height=\"234\" /></a>\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\nHere’s hoping that this trend of face-on-food packaging ends soon. As someone who cooks and loves learning about cooking, I want the chefs to take a stand and let their ingredients (and not their celebrity) lead their packaging systems. Do you also get annoyed seeing mugshots in the sauce aisle?\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;', 'Branding the Chef', '', 'inherit', 'closed', 'closed', '', '899-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 899, 'http://cbx.cappendev.com/899-revision-v1', 0, 'revision', '', 0),
(1236, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', 'By Lulu Carter\r\nFor most millennials like myself, college graduation was nothing short of a rude awakening. With entry-level positions few and far between, we were pressured to settle for jobs unrelated to our bigger dreams and couldn\'t help but feel salty about our “over qualifications.” It was a hard pill to swallow after years of building our extracurricular resumes (and being constantly surrounded by people who seemed to have immeasurable faith in us). What was this liberal arts shenanigans we had put ourselves through? The endless exploration to find something that we were passionate about left us with extensive, and now useless, knowledge in postcolonial feminism or the art of Def Poetry Jam.\r\n\r\nBecause fulfilling our parents’ expectations is unlikely for many of us, we use self-deprecation as a way to make light of our lifestyles that have yet to pan out as gloriously as we’d hoped. The popularization of self-deprecating behavior in mass media has given rise to a new female millennial archetype; one that has been adopted as a personal brand by many young women today. She is known for her tendency to humble herself through humor, and has been dubbed by comedian Yael Kohen as “Brooklyn Girl... a well-educated liberal arts grad with a degree in English and no real skill set. Upon entering the real world, she eventually realizes that she has no plan or patience to pursue her dreams but has the endearing ability to laugh at herself.\"\r\n\r\nQuirky and shameless, “Brooklyn Girl”\' has a fast-growing fan base. She plays a lead role in HBO\'s “Girls,” Fox\'s “New Girl,” CBS\'s “Two Broke Girls,” and is the mastermind behind Tumblr\'s celebrated #whatshouldwecallme meme site that boasts over 1,000 retweets per day. Even famous fashion blogger Leandra Medine pays homage as expressed in her memorable title, The Man Repeller.\r\n\r\nIn “Girls,” Lena Dunham arguably plays the most raw and uncut version of this archetype. She embellishes her strange nervous ticks, and her inability to control her weight––occasionally lamenting over the internship that may never turn into a real job. It’s freakishly similar to how my friends and I talk about ourselves.\r\n\r\nStill, the “Brooklyn Girl” archetype, rooted in self-deprecation, is something to question and consider. Making fun of ourselves can be funny and diffuse doubts about the future, but are there repercussions to be had for a twentysomething girl who continually rants about her fears of living alone with twelve cats or being the world’s best 40 year-old intern? How long before these statements become more believable and true in our own minds than we\'re willing to admit?\r\n\r\nAs experts in brand, being tuned in to the \'“Brooklyn Girl” effect is important. While she evolves the playful, witty archetype of The Jester by poking fun at herself to help others have a good time, it may be at the expense of her own self-esteem in the long run.', 'Branding the New Girl', 'For most millennials like myself, college graduation was nothing short of a rude awakening. ', 'inherit', 'closed', 'closed', '', '1003-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 1003, 'http://cbx.cappendev.com/1003-revision-v1', 0, 'revision', '', 0),
(1237, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', 'Recently, there have been a number of brands that had to apologize for campaigns that seemed to “take things too far,” and later offended somebody or a group. The mea culpa, usually issued by reps for celebrities fresh out of rehab, is now being offered by entire brands. \n\nMost recently, PepsiCo apologized for an online campaign featuring a Dew-obsessed goat who tries to jive his way out of being identified by a white woman in a police lineup comprising exclusively African American men.\n\n\nCritics have argued that the commercial portrays racial stereotypes and makes light of violence towards women. Dr. Boyce Watkins, an African American commentator and finance professor at Syracuse University, suggested, in fact, that the Dew commercial was one of the most racist spots he’d ever seen. The ad’s mastermind, Tyler, The Creator, also an African American, defended the storyline as so bizarre that it wasn’t meant to be taken seriously. \n\n\nSo is the ad really offensive? Maybe. Depends on how you look at it. That’s part of the beauty of an ad—viewer perceptions play a key role in how the message is unpacked and ultimately judged. Mountain Dew’s message may not appeal to Professor Watkins, but I doubt that he was the target audience Dew was going after. \n\n\nWe’ve seen this before, this revolving door of who’s offending whom. Kmart’s “I Shipped my Pants” ad featured its oddly familiar refrain to comic hilarity. It was such a hit (9.7 million views on YouTube in five days) that it even got the seal of approval from Matt Lauer on the Today Show. On the other hand, groups like One Million Moms were demanding apologies. \n\n\nEven the music industry hasn’t been immune to such outrage. Brad Paisley and LL Cool J’s collaborative single “Accidental Racist” has been drawing jeers for its frank discussion of prejudice and the connotations of the Confederate flag. The resulting media hoopla gave a bad song (in my opinion) way more airplay than it deserved.\n\n\nIt takes so much to stand out nowadays; the limits aren\'t being pushed unless someone is being offended. Brands can throw things out there and make an impact. And if someone gets offended, they can always pull it back and apologize. As long as the ad didn’t set out to intentionally harm or offend, all is forgiven. And in that brief shining moment, the public is reached and the marketing spend is justified, and the brand gets  exactly what it was looking for—attention. No such thing as bad publicity!  \n\n\nThere’s a fine line between pushing the envelope and pushing buttons. But as long as the benefits outweigh the negatives, and the majority of the public is in on the joke, there\'s no reason to think this won\'t continue.', 'Brands Behaving Badly', '', 'inherit', 'closed', 'closed', '', '986-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 986, 'http://cbx.cappendev.com/986-revision-v1', 0, 'revision', '', 0),
(1238, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<p><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></p><p style=\"text-align: left;\"><a href=\"http://cbxblog.com/wp-content/uploads/2010/12/changes-next-exit.jpg\"><img class=\"size-full wp-image-2006\" title=\"changes-next-exit\" src=\"/wp-content/uploads/2010/12/changes-next-exit.jpg\" alt=\"\" width=\"500\" height=\"239\" /></a></p>\r\n<p>After years of ordering from <a href=\"http://en.wikipedia.org/wiki/Drugstore.com\" target=\"_blank\">drugstore.com</a>, I recently ordered from a new, “rival” website, <a href=\"http://www.soap.com/aboutus/aboutus.aspx\" target=\"_blank\">SOAP.com</a>. Enticed by a direct mail coupon that said ”20% off your first purchase and free shipping,” I felt no guilt as I created a new SOAP.com account. However, it did make me think of how disloyal I’ve been to brands this year. And not just to any brands - brands with which I’ve had deep connections and longtime relationships.</p>\r\n<p>Here is my 2010 ditch-list, and the brands I ditched them for:</p>\r\n<p style=\"padding-left: 30px;\">• <a href=\"http://en.wikipedia.org/wiki/ASICS\" target=\"_blank\">Asics</a> for Mizuno: In the running community, individuals identify themselves as “An <a href=\"http://www.ft.com/cms/s/2542626c-0c86-11e0-a0a2-00144feabdc0,Authorised=false.html?_i_location=http%3A%2F%2Fwww.ft.com%2Fcms%2Fs%2F0%2F2542626c-0c86-11e0-a0a2-00144feabdc0.html&amp;_i_referer=#axzz18qrGZfEl\" target=\"_blank\">Asics person</a>,” “A Nike person,” “An Adidas person,” and so on. Until recently, I’d been running in Asics for over 10 years. Buying shoes was always simple: I’d go to the shoe store, ask for my size, and then buy a pair without trying them on. However, there was a fateful day when the shoe store didn’t have my size in Asics, and – given that I was feeling lazy and didn’t want to go to another store – I was open to trying on a new brand. Since then, I’ve been a <a href=\"http://www.mizunousa.com/\" target=\"_blank\">Mizuno</a> person, 10 months and counting…</p>\r\n<p style=\"padding-left: 30px;\">• <a href=\"http://www.geeksugar.com/Apple-TV-Pros-Cons-Sales-Top-1-Million-Week-10734656\" target=\"_blank\">Apple TV</a> for <a href=\"http://en.wikipedia.org/wiki/Netflix\">Netflix</a>: We’ve been downloading movies from Apple TV for 1.99 or 4.99 at a time, but now we’re hooked on Netflix’s streaming service that allows you to watch unlimited TV shows and movies for $7.99 a month.  Amazing.</p>\r\n<p style=\"padding-left: 30px;\">• <a href=\"http://en.wikipedia.org/wiki/Barnes_%26_Noble\" target=\"_blank\">Barnes and Noble</a> for <a href=\"http://greenlightbookstore.com/our-story\" target=\"_blank\">Greenlight bookstore</a>: Sorry, B&amp;N…my desire to support Greenlight, my fantastic local bookstore, wins over my desire to save 30% off the list price.</p>\r\n<p style=\"padding-left: 30px;\">• Tampax for <a href=\"http://www.seventhgeneration.com/seventh-generation-mission\" target=\"_blank\">Seventh Generation</a>: I may be getting a bit personal here, but yes, I recently left a trusted brand I had been using for 13 years for an un-proven, chlorine-free brand.</p>\r\n<p>If you look at my list through a marketer’s eyes, it’s pretty scary. I’ve left brands that I’ve been loyal to for years, in matters of seconds. And scarier still, you can’t look at my list and say I’m driven by the lowest-price, or that I’m someone who is always trying new things. My list reflects today’s consumer reality: our values (and therefore drivers) evolve over time, we’re not predictable, we’re always looking for a better consumer experience, and we increasingly have greater choice in every category.</p>\r\n<p>So what does this all mean for brands and brand-builders? It’s a reminder that we have to work just as hard at <a href=\"http://www.suite101.com/content/strategies-for-winning-retaining-customers-a112082\" target=\"_blank\">retaining existing consumers as we do trying to win new consumers</a>. And that doesn’t mean, “Leave the brand alone.” It means investing in consumer insights and innovation.</p>\r\n<p>Now that I’ve confessed my disloyalties, tell me: what brands have YOU ditched in 2010, and why?</p>\r\n', 'Brands I Ditched in 2010', '', 'inherit', 'closed', 'closed', '', '864-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 864, 'http://cbx.cappendev.com/864-revision-v1', 0, 'revision', '', 0),
(1239, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<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\nIt has snowed in Manhattan already and it is only October. Add to that the fact that I am incredibly lazy and hate the cold, and you get a person who is not exactly excited for winter. That is why I love three technology brands that have made, and will continue to make, my life much easier and more enjoyable, no matter what the weather.\r\n\r\n&nbsp;\r\n\r\n<strong>Number 1:</strong><a href=\"http://www.freshdirect.com\"> FreshDirect</a>\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/11/SandraBlog_Fresh_Direct_11072011.jpg\"><img class=\"size-full wp-image-3727 alignnone\" title=\"SandraBlog_Fresh_Direct_11072011\" src=\"/wp-content/uploads/2011/11/SandraBlog_Fresh_Direct_11072011.jpg\" alt=\"\" width=\"333\" height=\"91\" /></a>\r\n\r\nFreshDirect is such a smart web site. The company knows that people don’t want to go out and shop, and they know people don’t plan ahead for food, so this brand makes it easier to do both. I can order my entire week’s worth of meals and have it delivered simply by clicking a button. For one, it is like having one of those fancy meal diet home delivery services, for much less money. I order salads, soups, healthy snacks, stir frys, fruits and vegetables, and it is always so convenient. I sometimes have the delivery scheduled as my wake up call – when they knock on my door I get up. Best of all, I can easily order from my iPhone, so boring work meetings are much more productive! (Just kidding, CBX).\r\n\r\n&nbsp;\r\n\r\n<strong>Number 2:</strong><a href=\"http://www.logitech.com/en-us/speakers-audio/wireless-music-systems/devices/5745?WT.mc_id=AMR_DR_Test_Q3_FY12_SERP&amp;WT.srch=1&amp;ci=0\"> The Logitech Squeezebox Touch</a>\r\n\r\n<img class=\"alignnone size-full wp-image-3738\" title=\"SandraBlog_Logitec_11072011\" src=\"/wp-content/uploads/2011/11/SandraBlog_Logitec_110720111.jpg\" alt=\"\" width=\"137\" height=\"99\" />\r\n\r\nThe tagline for the Logitech Squeezebox Touch literally says “discover a world of music,” and it indeed helps you do just that. I bought this from Amazon and within minutes of setting it up music came back into my life with a vengeance. Using this small device, I stream music wirelessly with the touch of a finger from my laptop to my speakers, and suddenly my apartment is filled with the latest music, talk radio, news or my existing music collection. I can even use it to stream the sound of “rain falling outside” and sleep like a baby all night long. Divine. I am a music lover once again.\r\n\r\n&nbsp;\r\n\r\n<strong>Number 3:</strong><a href=\"http://www.apple.com/appletv/\"> Apple TV</a>\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/11/SandraBlog_AppleTV_11072011.jpg\"><img class=\"size-full wp-image-3729 alignnone\" title=\"SandraBlog_AppleTV_11072011\" src=\"/wp-content/uploads/2011/11/SandraBlog_AppleTV_11072011.jpg\" alt=\"\" width=\"269\" height=\"192\" /></a>\r\n\r\nI abandoned cable when I moved to Manhattan, instead opting for Blockbuster’s mail-order DVDs, but ultimately I ditched that too. And once the bed bug epidemic hit some theatres in the city, I thought,  “Forget it! There must be a better way.” I then found Apple TV, which advertises “now there is always something good on TV.” Apple TV has delivered on that insight in a very clever way. With a box that fits in the palm of my hand and rests neatly near my TV, I can control my programs with my iPhone and watch any content I want to, or just stream my photos from Flickr for the viewing pleasure of my guests (assuming they’re as interested in my recent trip to Bangkok as I am!). I disliked paying over $100 for unused programming and truly felt there wasn’t really anything good on TV except for a few choice options. Now I can watch only what I want to. The sleek black box fits right in with my other electronics and the usability makes watching downloaded content so much easier and more comfortable. It’s yet another reason to love Apple.\r\n\r\nThanks to these technological inventions, I will have enough food and entertainment options to hunker down comfortably during what is starting to be a long, arduous winter. So, bring it on, Mother Nature! I’m good, no matter what you have in store.', 'Brands I Love: Three Technology Brands That Make My Life Easier', '', 'inherit', 'closed', 'closed', '', '902-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 902, 'http://cbx.cappendev.com/902-revision-v1', 0, 'revision', '', 0);
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(1240, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', 'Last week, we immersed ourselves into the Northside Festival: a convergence of music, business, and art, that showcases the most creative minds and talent of the global innovation community. Through a series of keynotes and panel talks, the “best and brightest” congregated in North Brooklyn to share their latest insights on emerging tech, media innovations, creative design, and the culture changes emerging in our digital world.\r\nWith a constant aptitude to learn about industry trends and “the next big thing,” we spent the week carefully listening to the highly-credible speakers discuss their wisdom and future industry predictions at unique venues across Williamsburg and Greenpoint.\r\n\r\nIn true Brooklyn fashion we grabbed our 7-dollar locally-roasted coffee, popped open our tiny Macbook Airs, adjusted our Warby Parkers (ok, that one’s an exaggeration), and got to note-taking. Here are some of the trends and topics discussed:\r\n\r\n<strong>Brand Reputation</strong>\r\n<ul>\r\n 	<li>Brands are becoming patrons of culture rather than just facilitators</li>\r\n 	<li>Trust is the new currency: The New York Times has recently focused on labeling their articles more clearly to better distinguish news versus opinion pieces, resulting in better clarity for readers to help de-clutter the confusion on #fakenews.</li>\r\n 	<li>Brand loyalty can be created through proper dialogue</li>\r\n 	<li>Brands must be able to tell their story and provide meaningful connections to consumers through ad campaigns. And with dynamic formats on the rise, there is more opportunity than ever to be creative</li>\r\n 	<li>Refinery29, Inc. lives by their brand values they call the “4 I’s”: imagination, individuality, inclusivity and impact. They bring them to life through all the choices they make and what they do</li>\r\n 	<li>With the rise of social media, brands are starting to act like people, and people are starting to act like brands</li>\r\n 	<li>Brands should provide their audience with three pieces of their product to gain and sustain attention:\r\n<ul>\r\n 	<li>Media (because humans love great stories)</li>\r\n 	<li>Experience (because we enjoy coming together to tell/hear them)</li>\r\n 	<li>Artifact (to remind of, own, and share a piece of the experience)</li>\r\n</ul>\r\n</li>\r\n</ul>\r\n<strong>Sustainability as a Message:</strong>\r\n<ul>\r\n 	<li>Every individual has a role to play within their company’s sustainability efforts. We can all make personal changes and also encourage our employers to do better and make little changes that can have big impact over time.</li>\r\n 	<li>Plastic is in everything including sea salt and our water. A recent sampling of 21 different salt brands resulted in all samples showing traces of plastic.</li>\r\n 	<li>You can start to reduce plastic by eliminating straw-usage</li>\r\n 	<li>Fear based marketing doesn’t work. Environmental change should be about providing alternative solutions, like providing reusable straws and charging for plastic bags</li>\r\n 	<li>To market sustainability your message should be about how to make people feel good versus making them feel guilty</li>\r\n 	<li>Making a sustainability plan:\r\n<ul>\r\n 	<li>Start with small, achievable steps</li>\r\n 	<li>Give an incentive to people to choose the more-sustainable option</li>\r\n 	<li>Make sustainability desirable by giving it a social cache</li>\r\n</ul>\r\n</li>\r\n</ul>\r\n<strong>Creativity</strong>\r\n<ul>\r\n 	<li>Encourage design thinking across your organization. Formulate a process and provide a platform internally to encourage ideation and creative thinking.</li>\r\n 	<li>Embrace the uncomfortable as part of your creative process</li>\r\n 	<li>Create the conditions for creativity - promote laughter and fun as part of the creative process</li>\r\n 	<li>Courageous creativity is contagious</li>\r\n 	<li>Design drives revenue and growth. Start within and encourage creativity as part of your cultural DNA.</li>\r\n</ul>\r\n<strong>Health Care at the Office</strong>\r\n<ul>\r\n 	<li>Consumers are taking the initiative to take more control</li>\r\n 	<li>Massive companies are starting their own health and wellness systems and clinics (i.e. Disney, Comcast, Google, Amazon)</li>\r\n 	<li>Your wellness component should be more thought out and purposeful than something like “kombucha on tap.” For example, Google recently launched an initiative that pays for fertility treatments.</li>\r\n 	<li>The future of healthcare will be much more proactive, preventive, holistic and data driven</li>\r\n 	<li>Medical conditions like high cholesterol don’t happen overnight and preventative measures should be taken. Treatment shouldn’t be administered as an emergency with high impact drugs; it should treat as a gradual lifestyle shift to get back to normal levels</li>\r\n 	<li>Traditional health care doesn’t see mental and physical health as different—and that needs to change</li>\r\n</ul>\r\n<strong>Physical vs. Digital Experiences</strong>\r\n<ul>\r\n 	<li>The physical retail experience needs to become the bridge to the digital experience to close the loop for the consumer</li>\r\n 	<li>Video can be used as a platform to create connections and conversations with your community while also telling immersive stories</li>\r\n 	<li>Experiential starts on digital platforms with inspiration from images, video, art etc. but the real magic happens in person</li>\r\n 	<li>To accelerate innovation in retail and consumer goods, businesses need to think digital first and truly know their customer’s habits, behaviors, and attitudes</li>\r\n 	<li>Digital and real-life experiences are becoming a symbiotic circle</li>\r\n</ul>\r\n<em>To access further insights from industry events, follow our Engagement Director, Damien, on Twitter <a href=\"https://twitter.com/BranD_M_E\">@brand_me_</a></em>', 'Brooklyn Inspires @ Northside Innovation Festival', '', 'inherit', 'closed', 'closed', '', '1127-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 1127, 'http://cbx.cappendev.com/1127-revision-v1', 0, 'revision', '', 0),
(1241, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<img class=\"size-full wp-image-1315\" title=\"Jennifer D.\" src=\"/wp-content/uploads/2010/09/Picture-1-e1283374373734.png\" alt=\"\" width=\"40\" height=\"40\" />\r\n<img class=\"size-full wp-image-2117\" title=\"Toren\" src=\"/wp-content/uploads/2011/01/Toren.jpg\" alt=\"\" width=\"432\" height=\"295\" />\r\n\r\nBranding a building. Museums do it all the time because they have the luxury to stake ownership of their four walls (plus, they don’t have any pesky neighbors upstairs to contend with) and use them as a \"branding canvas.\" Restaurants and shops, on the other hand, can brand interior spaces but can’t make broad, self-promoting adverts on their edifices. Buildings, especially here in New York, which are free-standing enough to talk about themselves literally from the ground up (and some of these go very far up) are a rarefied group.\r\n\r\nTake one example: the residential high rises in Brooklyn of the pre-real estate bust variety. “What? High rises in Brooklyn?” Yes, high rises. And in this age of a still-lagging real estate market, these buildings have to be even more particular about how they brand themselves.\r\n\r\n<img class=\"size-full wp-image-2126 alignright\" title=\"Edge\" src=\"/wp-content/uploads/2011/01/Edge1.jpg\" alt=\"\" width=\"187\" height=\"224\" />A small sampling of buildings in four distinct Brooklyn neighborhoods reveal four very different brands of living: <a href=\"http://www.williamsburgedge.com/\" target=\"_blank\">Edge</a> in Williamsburg, <a href=\"http://www.torencondo.com/\" target=\"_blank\">Toren</a> in Downtown Brooklyn, <a href=\"http://argyleparkslope.com/\" target=\"_blank\">The Argyle</a> in Park Slope and <a href=\"http://www.dklb.com/\" target=\"_blank\">DKLB BKLN</a> in Fort Greene. These buildings are selling a lifestyle filled with amenities like roof decks, indoor pools and social spaces that might be identical to those from a building a neighborhood over, or in some cases, right down the block. But it’s how they are speaking to prospective buyers that’s making the difference.\r\n\r\nTake each building’s tagline: Edge “Hardcore Luxury;” Toren “A New Angle on Modern Living;” The Argyle “It Looks Good on You;” and DKLB BKLN “Live Your Way.” Each has specifically chosen to “speak” to the prospective resident and be frank about what they offer. Is it personal or more professional? Do their logos have a little attitude and nightlife or do they feel more casual?\r\n\r\nThese high rises are just another example of how in everyday life (or, the moment  you’re in the market for an apartment!), acts of branding become reflexive: consumers choose brands, but more often than not, brands choose their consumers.', 'Building a Brand (literally) Brick by Brick', '', 'inherit', 'closed', 'closed', '', '868-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 868, 'http://cbx.cappendev.com/868-revision-v1', 0, 'revision', '', 0),
(1242, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', 'As the festivities wound down at my daughter’s first birthday party, I noticed a pattern. The guests, ranging in ages 1 to 60, all started to play with Legos. Though the main attraction was my daughter’s new pink DUPLO Tub (the larger bricks complete with girly flowers and pet rabbit), my son’s ginormous tub of miscellaneous bits and pieces did not go unnoticed. This simple brick was somehow capturing the attention and imagination of young and old alike.\r\nAnd of course that’s precisely the appeal and genius of Lego, a company that is as relevant to this generation as it has been to previous ones. It’s an empire that has morphed into a thriving subculture reflected in movies, games, specialty stores, competitions, six themed amusement parks and an adult fan club.\r\n\r\nAdult fans of Lego, or AFOLs as they’ve come to be known, understand that the very appeal of Lego isn’t just in initial creations but in the destruction and recreation process. As every parent who has a Lego kit in her house knows, the fun begins when the first piece gets lost or breaks off and the kids start over, use their imagination and make something new.\r\n\r\nThe Lego brand has been smart enough to capitalize on this. Even as they continue to market kits of all shapes, sizes and themes, the message is clear: follow the easy instructions, but more importantly, don’t be afraid to experiment and actually create something new. (In case you’re dubious, the enemies in The Lego Movie were “collectors” who would dare to [gasp] GLUE your Lego together to keep for eternity [hilariously played by Will Ferrell and worth renting, even if you don\'t have kids]).\r\n\r\nIt’s a good lesson for us all: don’t be afraid to create. So for marketers, pick up on these natural human inclinations and give people an outlet. Lego could have easily been overtaken by imitators and simply stayed put in a child’s world. Its brilliance was to recognize and act on what was already happening organically (in hundreds of thousands of YouTube Lego videos or Banksy- themed Lego murals – Friesen\'s \"Bricksy\"). Lego intrinsically understands that creating is a basic human need not just for kids but for grown-ups, too.', 'Building Blocks of Creativity', '', 'inherit', 'closed', 'closed', '', '1024-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 1024, 'http://cbx.cappendev.com/1024-revision-v1', 0, 'revision', '', 0),
(1243, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', 'This has been a month full of exciting changes for Google. First there was the announcement of a new parent company, <a href=\"https://abc.xyz/\" target=\"_blank\">Alphabet</a>. Then there was the spinoff of Google X into a <a href=\"http://www.fastcompany.com/3050229/fast-feed/google-xs-life-sciences-team-will-become-its-own-company-under-alphabet\" target=\"_blank\">standalone life sciences company</a>. And yesterday, users were greeted with a fresh and playful new evolution of the Google <a href=\"http://googleblog.blogspot.com/2015/09/google-update.html\" target=\"_blank\">logo</a>.\r\nSo what do all these changes mean for the future of the brand? I think Alphabet will spell out a new era in taking much bigger risks.\r\n\r\nCreating a new corporate entity is often a protective move to shield a brand from potential harm. The advent of Alphabet creates a separate place for the business to invest in the innovations that may seem too risky and perhaps too strange for a well-established and highly valued brand like Google to endeavor. Innovation is uncomfortable at first—it often looks scary or even silly until it becomes the new normal. For example, would a strange-at-first idea like Google Glass have earned greater permission if it had incubated in a start-up rather than Google, a brand that carries a defined set of expectations? Perhaps.\r\n\r\nThese changes should signal to investors that the brand is going to stretch significantly. In their announcement about the name change, Google mentioned the rationale behind the name as an Alpha-bet, a return investment above benchmark. But they left out a discussion of “Beta” which is also inherent in the new name. Beta stands for innovations that are still being tested and have yet to be proven—like a new life sciences business. Inherent in the name is a promise to have stable and highly protected Alpha businesses like Google. But it sets the stage for riskier Beta bets too.\r\n\r\nYeah, but what do you think about the name itself? I’m a fan.\r\n\r\nAlphabet is a very smart name that fits the character of the company. If we think back to the etymology of the name Google, they got it from the number “googol,” a number so large that it almost seems infinite—a great metaphor for Google itself, a business that seemed like it would stretch infinitely, until it couldn’t. Alphabet is the next part of that story. An alphabet is a finite set of characters that can be arranged in an infinite number of ways. The name succeeds in stretching beyond the bounds of Google to spell anything they want for the future.\r\n\r\nPhoto courtesy of <a href=\"http://www.yonescat.com/Google-unveils-an-extraordinary-surprise-Alphabet-Inc\" target=\"_blank\">Yonescat</a>.', 'C is for Changes', '', 'inherit', 'closed', 'closed', '', '1050-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 1050, 'http://cbx.cappendev.com/1050-revision-v1', 0, 'revision', '', 0),
(1244, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<img title=\"LucillaTessi_Blog\" src=\"../wp-content/uploads/2011/06/LucillaTessi_Blog1.jpg\" alt=\"\" width=\"40\" height=\"40\" />\r\n&nbsp;\r\n\r\n<strong><a href=\"http://cbxblog.com/wp-content/uploads/2011/09/1.png\"><img class=\"size-full wp-image-3485 aligncenter\" title=\"1\" src=\"/wp-content/uploads/2011/09/1.png\" alt=\"\" width=\"450\" height=\"279\" /></a></strong>\r\n\r\n<strong>\r\n</strong>\r\n\r\nPurchasing a car can be a very selective process. Price range, make, model, size, color, trim, GPS, iPod adapter, XM radio, rear-view camera, collision avoidance system, heated seats, etc. It’s all about customizing! While making these decisions, it’s important to know exactly what you want. It’s a big investment and a long-term purchase, but also a representation of your personality and your style. And if you’re interested in purchasing an electric car, well, you’ll also have to think about what sound represents you.\r\n\r\n&nbsp;\r\n\r\nElectric cars have been around for a while now. They’re a great environmentally friendly option, cheaper in the long run and virtually silent while running. But there is one tiny problem with them being silent. It’s a danger to everyone outside of the car, according to the National Highway Traffic Safety Administration. So now it seems that manufacturers will have to include a mechanism that will produce a sound that can be heard when the car approaches.\r\n\r\n&nbsp;\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/09/2.png\"><img class=\"size-full wp-image-3486 aligncenter\" title=\"2\" src=\"/wp-content/uploads/2011/09/2.png\" alt=\"\" width=\"471\" height=\"266\" /></a>\r\n\r\n&nbsp;\r\n\r\nWithout being given a specific sound to use, each car company is being left to it’s own accord to choose a noise for their electric cars, in turn creating a great opportunity for a new form of advertising. Why, just think about the strong association with sounds we have today! The unlocking of an iPhone, the logging-in on Skype, the beeping of subway doors…all easily identified by most people.\r\n\r\n&nbsp;\r\n\r\nFord has shared with the public 4 different options that are undergoing market testing. Right now they are all very similar, but what if they break out of the typical engine noise. Will Ford Electric be distinguishable from a Nissan Leaf or the GM Volt? Will cars start to be identified by their sound instead of their looks? Will a customer be able to change their car’s sound depending on their mood or preferences, as if it were a ringtone? It’s a whole new arena that’s opened up and will be interesting to learn about as new developments occur.\r\n\r\nHere’s a few possibilities:\r\n\r\n&nbsp;\r\n\r\n<strong>Ford </strong>\r\n\r\n<strong>\r\n</strong>\r\n\r\n<strong><img class=\"size-full wp-image-3487 aligncenter\" title=\"3\" src=\"/wp-content/uploads/2011/09/3.png\" alt=\"\" width=\"504\" height=\"196\" /></strong>\r\n\r\n&nbsp;\r\n\r\n<a href=\"http://bit.ly/oGWU92\" target=\"_blank\">http://bit.ly/oGWU92</a>\r\n\r\nA little like aliens invading earth right?\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n<strong>Nissan Leaf</strong>\r\n\r\n<strong>\r\n</strong>\r\n\r\n<img class=\"size-full wp-image-3489 aligncenter\" title=\"4\" src=\"/wp-content/uploads/2011/09/4.png\" alt=\"\" width=\"457\" height=\"253\" />\r\n\r\n&nbsp;\r\n\r\n<a href=\"http://bit.ly/qivdhs\" target=\"_blank\">http://bit.ly/qivdhs</a>\r\n\r\nReminds me of a chirping tractor backing up.\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n<strong>Chevy Volt</strong>\r\n\r\n<strong>\r\n</strong>\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/09/5.png\"><img class=\"size-full wp-image-3499 aligncenter\" title=\"5\" src=\"/wp-content/uploads/2011/09/5.png\" alt=\"\" width=\"462\" height=\"287\" /></a>\r\n\r\n&nbsp;\r\n\r\n<a href=\"http://bit.ly/6sLA4d\" target=\"_blank\">http://bit.ly/6sLA4d</a>\r\n\r\nInvolving the blind in the decision.\r\n\r\n&nbsp;\r\n\r\nIn my opinion, they should have some fun with it, while they can!\r\n\r\n<a href=\"http://bit.ly/iJL1JQ\" target=\"_blank\">http://bit.ly/iJL1JQ</a>\r\n\r\n&nbsp;\r\n\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 -->', 'Can You Hear Me Now?', '', 'inherit', 'closed', 'closed', '', '894-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 894, 'http://cbx.cappendev.com/894-revision-v1', 0, 'revision', '', 0),
(1245, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', 'My love affair with typography started like it does for most creatives with doodles. What young girl didn’t write her name all over her notebooks in school? Sounds like a cliché, I know, but movement of thick to thins, creating the drama of revealing shapes and forms just makes my heart beat faster. I must have known somewhere in my subconscious that these illustrative habits would transform into my future in use of visual communication.\r\nAs a result, I can’t hide my excitement for the recent rise of hand lettering in graphic design. Breaking out of the mechanical digital age in design has become a prevailing trend and is a new outlet for self expression. Even more than social media, blogs, and autobiographies self expression is evolving from verbal to visual through typography.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/04/AudraBlog-01.jpg\"><img class=\"alignnone size-medium wp-image-8958\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/04/AudraBlog-01-300x178.jpg\" alt=\"AudraBlog-01\" width=\"300\" height=\"178\" /></a>\r\n\r\nThis new trend is signaling the need for originality in the DIY culture we are living in. Calligraphy and hand lettering styles have boomed in the industry in forms of personalization to emulate the handmade look. In a recent article, Martina Flor, a well known typographer, describes the two perfectly: “Calligraphy embraces randomness and surprise, while lettering decides exactly the shape that a certain gesture or letter should have.” You could compare a letterform or type style to any human trait, and that’s what makes them so intriguing.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/04/AudraBlog-05.jpg\"><img class=\"alignnone size-medium wp-image-8961\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/04/AudraBlog-05-300x178.jpg\" alt=\"AudraBlog-05\" width=\"300\" height=\"178\" /></a>\r\n\r\nLast month I decided it was time to try it for myself and took a beginner level calligraphy class. Let’s just say the beautiful art form is much harder than it looks. But I’ll let you be the judge of character – below are some of my forms exploring the alphabet. I found the experience therapeutic, getting lost in the rhythm of up and down strokes while absorbing the smell of paper and ink; not to mention losing the felling in my hand after three hours of practice. The workshop covered a traditional alphabet and highlighted the differences in modern calligraphy (more expressive, with no baseline and less consistent than traditional), which is very on-trend right now. It’s hard to say when this trend will end, but for me this art form is the way to my heart and will continue to inspire me.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/04/AudraBlog-03.jpg\"><img class=\"alignnone size-medium wp-image-8959\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/04/AudraBlog-03-300x178.jpg\" alt=\"AudraBlog-03\" width=\"300\" height=\"178\" /></a>\r\n\r\n&nbsp;\r\n\r\n&nbsp;', 'Captivating Characters', '', 'inherit', 'closed', 'closed', '', '1038-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 1038, 'http://cbx.cappendev.com/1038-revision-v1', 0, 'revision', '', 0),
(1246, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', 'This year, we sent a group of CBXers to the <a href=\"http://northsidefestival.com/\" target=\"_blank\" rel=\"noopener\">Northside Festival</a>, the innovation-centric conference in Brooklyn. The sessions featured brands and speakers spanning industries in technology, food, media, entertainment and politics discussing a wide variety of topics from AI, entrepreneurship, President Trump &amp; James Comey, Instagram, and feminism to name a few. Whether it was discussing how technology would advance society, the implications of scaled information or how to innovate to tell better stories, regardless of industry, the root of all discussions rounded back to two fundamental questions: <strong><em>What are we creating and who are we creating it for?</em></strong>\r\nOur conclusion was this: As brands and agencies (and the people who shill for them) attempt to decipher how to operate in our changing times, both in business and society, it is clear that <strong>connection</strong> is what we are all seeking. At CBX, we pride ourselves in creating content, in various forms and delivered in various ways, with the belief that connecting to the lives of people is what matters most. In creating content made to share, inform, entertain and sell, we are informed and inspired by culture. It is when circumstances are uncertain, unclear, and sometimes even tumultuous, that innovating how we connect with one another in significant ways through meaningful experiences becomes all the more important.\r\n\r\n<strong>What is it?\r\n</strong>One of the first sessions that kicked off the festival was <a href=\"http://northsidefestival.com/northside-2017/schedule/speakers/2025/\" target=\"_blank\" rel=\"noopener\">“Transforming the Content Supply” </a>featuring mostly speakers from the entertainment industry. Due to the resume of the speakers, the conversation addressed ‘content’ in relation to films and shows we consume in movie theaters, on television and computer screens. Addressing the importance of diversity and the need for stories told from difference perspectives, the conclusion from the speakers was how any form of significant content needed to be both a reflection of and mover of culture. As consumers of content (and consumers of what we’re being sold), we have the power- in the form of money and voice- to dictate what’s being created and brought to us.\r\n\r\nBut what happens when that content is misused? In a session coinciding with the former Director of the FBI James Comey’s Senate testimony, the subject of content- those who delivered it, their motivations and the repercussions of how it’s spread and shared- was unavoidable. In a session presented by news organizations<em> The Intercept</em> and <em>Buzzfeed News</em>, editors and writers debated the long term effects of not just the Russian hacking but its impact on how information is produced by its creators and processed by audiences. An interesting provocation was raised by <em>The New Yorker</em>’s Adrien Chen who drew parallels between marketing, Russian troll farms and former National Security Advisor Michael Flynn; his point was the people flooding the ‘Comments’ section of many online outlets were no different than those who worked in PR to try to “shape” mass opinion and that Flynn was essentially the ultimate “Influencer.” An ability to reach a wide audience or be seen as an authority in some way has always been a method used by brands. However, when we view what we do through the dangerous lens of information manipulation, perhaps we should give our methods a second thought.\r\n\r\n<strong>Who is it for?\r\n</strong>“When you’re a brand, you must accept that consumers own your brand,” was a statement kicking off a panel addressing start-ups featuring Julie Mossler, Head of Brand at <a href=\"https://www.waze.com/\" target=\"_blank\" rel=\"noopener\">Waze</a> and Jackson Jeyanayagam, CMO of <a href=\"https://www.boxed.com/\" target=\"_blank\" rel=\"noopener\">Boxed</a>. Both companies addressed the specificities of scaling in their unique industries (in their cases, traffic &amp; navigation and bulk wholesale retail) and how important it was to focus on iterating your product for the consumer. In the case of Waze, this meant not just for consumers in urban cities and developed countries but in locales where the need was most dire. In areas with the most congested traffic, it was pointed out that Waze was working with local governments to analyze driving and traffic patterns and data so more effective infrastructure could be built. Often times, innovation is the route in seeking <em>additional</em> ways of connection. However, brands could also benefit in surveying the current ways they connect with consumer and try to make it better, asking themselves “How can I provide more effective value…especially to those who need it most?”\r\n\r\nA similar sentiment was echoed by Justin Stanwiz, the CRO of <a href=\"http://www.nanotronics.co/\" target=\"_blank\" rel=\"noopener\">Nanotronics</a>, the nanotechnology company that self describes on its website as “Combining optical microscopy, computational super-resolution, artificial intelligence and robotics….bringing the world’s most advanced microscopy to every manufacturing sector. ” Nanotronics operates in the super niche world of industrial microscopes; however its technology and products are used by a wide spectrum of manufacturers, all aiming to operate more efficiently- this is a sentiment that can be shared by all business regardless of industry. Stanwiz, stated, “Where consolidation is happening is where you’ll see innovation.” If all companies can agree that providing maximum consumer ease is the best way to connect with them, the ways in which we all start innovating won’t be to just sell more but to make people’s lives better.\r\n\r\nHowever, while brands should aim to make people’s lives better, that doesn’t mean it should be everyone all at once. Sallie Krawcheck, the CEO and founder of <a href=\"https://www.ellevest.com/\" target=\"_blank\" rel=\"noopener\">Ellevest</a>, an investment platform for women, recounted her journey of starting Ellevest and being met with skepticism of her “niche” target demographic by initial investors she pitched. Her belief was “If you’re targeting everyone, you’re targeting no one.”\r\n\r\nAs a brand, it’s wiser to target and communicate to a very focused group. But what if you’re the mass vehicle people are using to do so? Kevin Weil, Instagram’s Head of Product in a discussion with <em>Buzzfeed News</em> emphasized the company’s mission of “Strengthening relationships” which is clearly represented in the platform’s recent product releases from Stories, Live, Direct Message etc. He recalls the company’s initial offer as a platform for users to share highlights of their lives to their current ambition of being a place where users share ALL aspects of their lives. Whether it be sharing something in a DM versus to all your followers…or posting something you can recall ten years later versus one you recall for only 24 hours. Weil’s point is his brand is trying to find more ways to be apart of a person’s life which is the ambition all brands should have- how to design a product to be present in more touch points throughout a person’s life.\r\n\r\nOne industry grappling with multiple “connection” points with an added layer of context (the depth of the connection) is inarguably the music industry. In a robust conversation with executives from Beats1, Spotify and Soundcloud, the subject of streaming was addressed. While connecting people to music has never been a problem (ie. the radio, a live concert, a CD, a music video etc), the advent of Napster and streaming significantly changed the industry. Nowadays, the primary way to connect to music is through streaming services which has brought on concerns such as the decrease of album sales, the argument for/against music ownership, the heightened dependency of concerts as an income source amongst other things. As technology continues to evolve affecting the way music is made, marketed and shared, Beats1 Ebro stated, “Innovating how we connect with audiences is most important.” Again, as repeated in various session and speakers, innovating product and service is important but even more so, is <strong>innovating connection</strong>.\r\n\r\nWith contributions by:\r\nKent Lam, Associate Director Verbal Strategy\r\n\r\n&nbsp;\r\n\r\n<em>Photo courtesy of Northside Festival</em>', 'CBX @ Northside', '', 'inherit', 'closed', 'closed', '', '1070-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 1070, 'http://cbx.cappendev.com/1070-revision-v1', 0, 'revision', '', 0),
(1247, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<strong>Weed Rules, Collagen Is Hot, and Organic Goes Digital</strong>\r\nI love attending Expos. I bounce off the energy created by the thousands of attendees walking the floors and the hordes of vendors that fill the Convention Center. I love engaging with the diverse array of brands; from natural and organic foods to health and beauty products; from the big power house brands to the small startups. There is so much activity – you feel the genuine passion of those who tell you their stories and what inspired them to create their brand. You’re exposed to great design and an entrepreneurial spirit that’s contagious. You meet a never-ending stream of amazing, culturally diverse people from the time you enter to the time you leave. Expos are a place where you can kick off your day with an organic, fair-trade coffee (complete with an uplifting brand backstory), let your taste buds roam wild, learn about the latest food and technology trends, and if you’re feeling extra adventurous, start your next morning with a work out class at 7.30am (promise I’ll make it next year!) All this under one roof!\r\n\r\nYes, Expos are awesome. And for those with an open mind and a willingness to listen and learn, they can be an incredibly uplifting and positive experience.\r\n\r\n<strong>Here are some takeaways from this year’s Expo East…</strong>\r\n\r\n<strong>Growing Like A Weed</strong>\r\nMost notable movement for me is the rise of Hemp based products both in food and beauty (CBD oil also very prominent in beauty). Hemp based products are very high… in protein and Omega 3 and 6 (at least this is the message being pushed). Brands are definitely seeking ways to better educate both customers and retailers on the health benefits Hemp provides. There is certainly an opportunity in this space for the existing brand leaders to continue educating as well as exploring new ways to better communicate all the health benefits through more engaging branding and messaging. The Hemp movement is here to stay and will only keep growing.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2018/09/11.jpg\"><img class=\"alignnone size-full wp-image-11266\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2018/09/11.jpg\" alt=\"\" width=\"480\" height=\"640\" /></a>\r\n\r\n<strong>Plants. It’s What’s For Dinner.</strong>\r\nThis leads nicely into the continuous growth of plant-based products. There were more brands this year than last promoting the benefits of plant based ingredients across food and beauty with lots of product innovation including plant based pizzas and burritos to drinks and healthcare/beauty products.\r\n\r\n<strong>Get A Collagen Education</strong>\r\nStaying with the healthy movement. Collagen is another hot ingredient becoming more prominent in the supplements sector. Brands including ZINT, VP and Nordic Naturals were all promoting the benefits of Collagen for your body’s joints, skin care, hair care and nails. Apparently it will help you ‘glow’ and also better your skins moisture within 6 weeks (by up to 11% - I’m sold!). I was well educated by some of these brands on the benefits of Collagen and have enough samples to test the 6 weeks challenge for myself! Certainly an interesting movement and one that follows the overall health and wellness trend, which is driving so much brand innovation across all sectors.\r\n\r\n<strong>Brands Taking Stands</strong>\r\nOn a very positive note, I met three brands (Cure, This Bar Saves Lives, The Soulfull Project) promoting ‘buy our product and we’ll donate one to a food bank or a person in need’. This giving back to the community is certainly one way of making your brand stand out from the rest and is making a truly positive impact in the world. Very encouraging to see and great that these brands are leveraging Expo East for exposure and support. You have my full support and will turn to these brands for my snacking needs :)\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2018/09/3432.jpg\"><img class=\"alignnone size-large wp-image-11268\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2018/09/3432-1024x768.jpg\" alt=\"\" width=\"1024\" height=\"768\" /></a>\r\n\r\n<strong>Organic Goes Digital</strong>\r\nOrganic Valley once again delivered, in my opinion, the best booth of the Expo. Last year they had a VR experience where customers experienced a virtual tour of a farm. This year you could Facetime a Farmer. Genius! Great how Organic Valley have married their authentic and organic brand image with smart and modern technology. They are delivering on their brand promise of bringing customers closer to their farmers and the farming process both in an educational and fun way.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2018/09/1_cRQZJyi1eW5Dksnf1Kxaw.jpg\"><img class=\"alignnone size-large wp-image-11282\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2018/09/1_cRQZJyi1eW5Dksnf1Kxaw-1024x768.jpg\" alt=\"\" width=\"1024\" height=\"768\" /></a>\r\n\r\n<strong>…To A Tea</strong>\r\nFinally, being a Brit – I have to make some small observations about the Tea industry considering this is our national drink of choice. One of my favorite brands I met was a tiny tea brand from Korea – IDO-TEA. Their small booth was highly educational with their ingredients on display to touch and smell. They visualized their brand story and tea fermentation process at their booth and recently got approved to distribute via Amazon, which is awesome news for them. And their teas tasted great!\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2018/09/32.jpg\"><img class=\"alignnone size-large wp-image-11271\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2018/09/32-768x1024.jpg\" alt=\"\" width=\"768\" height=\"1024\" /></a>\r\n\r\nIn other Tea news - cold brew Nitro Tea is making moves to compete with the cold brew Nitro Coffee trend. Harney &amp; Sons have launched a Nitro Tea in a can – hot cinnamon spiced (served cold). It tasted absolutely delicious! The core benefits being less caffeine and more refreshing than cold brew coffee. Will be interesting to watch this movement - not sure how popular it will be in the US.\r\n\r\n<strong>Thank you to all those that made this year’s event another great show and for all the hard work it takes to make these show happen. Hope to see many of you at Expo West in March!</strong>', 'CBX Explores Expo East', '', 'inherit', 'closed', 'closed', '', '1133-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 1133, 'http://cbx.cappendev.com/1133-revision-v1', 0, 'revision', '', 0),
(1248, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', 'It’s Election Day – and frankly, thank goodness. I mean, could you possibly take one more day of all the mudslinging, badmouthing and overall bad sentiment perpetuated by this election? More than anything, I’ve been sort of fascinated by how the candidates have chosen to build their brands this election. From my point of view, what it’s boiled down to is a game of celebrities versus billionaires.\r\nIn one corner, we had Obama and his celebs. I’m not gonna deny that it was sort of exciting to get an email from <a href=\"http://www.youtube.com/watch?v=ypdF5Q73Nbo\" target=\"_blank\">Sarah Jessica Parker</a>, and then from Beyonce, then one from Anna Wintour inviting me to have dinner at her house (“Hell yes!” would be my RSVP), then the one from her majesty Oprah, and lastly, from Julianne Moore, just a few days after she won the Emmy. Here they all were, writing me (seemingly) personal emails, urging me to “make my voice heard” and support President Obama for President.\r\n\r\n<a href=\"http://www.cbx.com/wp-content/uploads/2012/11/photo.jpeg\"><img class=\"alignleft  wp-image-5215\" title=\"photo\" src=\"http://www.cbx.com/wp-content/uploads/2012/11/photo-300x222.jpeg\" alt=\"\" width=\"344\" height=\"255\" /></a>It’s no secret that <a href=\"http://www.people.com/people/article/0,,20645380,00.htmlhttp://\" target=\"_blank\">Hollywood</a> is liberal, and that many of today’s hottest actors – Brad Pitt, George Clooney, Gwyneth Paltrow and Madonna among them – have been working hard to see that Obama gets reelected. But while companies have been using celebrities to endorse their products for years, I think there’s something slightly icky about their getting involved in my politics. First of all, I don’t think every celebrity out there shares my exact same values, and we certainly don’t have the same amount of money in our bank accounts. Secondly, while several of them have been very savvy in their career moves (nice move, Ben Affleck, transitioning from actor to director), they certainly don’t all have reputations for being the sharpest tools in the shed. And while I can’t deny that I am wooed by images of the President dancing with Bruce Springsteen, it also makes me feel like he’s having famous people do his heavy-lifting for him.\r\n\r\nThen, in the other corner, we had Mitt Romney. He may not have had celebrities promoting him – unless you count Clint Eastwood and his chair – but he certainly had the big bucks. Sheldon Adelson, the 12th wealthiest man in America, vowed to give as much as $100 million to keep a Republican in office (and as a result, received a <a href=\"http://www.youtube.com/watch?v=N3wYU3jprTI\" target=\"_blank\">hilarious proposition from Sarah Silverman</a>). Donald Trump, another big Republican supporter, not only donated his riches but also his outlandish commentary (and awe-inspiring hairdo) to seeing that Obama doesn’t spend four more years in the White House. The relatively new “Super Pacs” brought in hundreds of millions of dollars in donations, often coming from individual donors, for Romney. And Wall Street has been largely anti-Obama since the president came down hard on the banks – at least in their opinion – after the sub-prime disaster of 2008. Unfortunately, it seems that all this money has resulted in is vicious TV commercials and slanderous ads for Republican candidates.\r\n\r\nAt the end of the day, I believe the best way to create a presidential brand isn’t by having billionaires OR celebrities do your shilling; it’s by coming out fighting with the best ammunition you have – your actions and beliefs. So on this 2012 Election Day, you can either vote with the brand endorsed by celebs, or the brand endorsed by billionaires. Or you can just do what people have been doing for hundreds of years, which is to vote with your heart. That’s what I just did, and it feels pretty darn good.', 'Celebrities VS. Billionaires 2012', '', 'inherit', 'closed', 'closed', '', '950-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 950, 'http://cbx.cappendev.com/950-revision-v1', 0, 'revision', '', 0);
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(1249, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<a href=\"../wp-content/uploads/2011/07/Geoff.jpg\"><img 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/2011/09/PartyGaming-Bwin-Merger-072910L_0.jpg\">\r\n</a>\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/09/merger1.jpg\"><img class=\"size-full wp-image-3543 aligncenter\" title=\"merger\" src=\"/wp-content/uploads/2011/09/merger1.jpg\" alt=\"\" width=\"200\" height=\"313\" /></a>\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\nWhen two brands agree to merge, I can’t help but wonder: Why would one agree to be bought by another?  The most obvious reason is a financial one; one brand is barely treading water and is skimmed up from oblivion to survive another day (albeit another day in a sea of products).  Sometimes it’s because there is strength in numbers; it’s better for a company with one area of expertise to come together with another to “crush the competition.” A third reason companies merge is that it enables both brands to increase their product lines, enter new categories and, ideally, woo new and potential customers.\r\n\r\n&nbsp;\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/09/working-girl-movie.jpg\"><img class=\"size-full wp-image-3524 aligncenter\" title=\"working-girl-movie\" src=\"/wp-content/uploads/2011/09/working-girl-movie.jpg\" alt=\"\" width=\"460\" height=\"300\" /></a>\r\n\r\n&nbsp;\r\n\r\nSo after the merger, what happens? In the Eighties’ movie “Working Girl,” mergers and acquisitions were commonplace and companies were bought up, renamed and soon forgotten. I liken it to sands in an hourglass, except instead of sand, you have tiny companies blending together until they lose their identities completely. Such was the case when Cingular Wireless (formally a SBC Communications and Bellsouth joint venture), bought AT&amp;T – Cingular who? – or when <a href=\"http://en.wikipedia.org/wiki/List_of_acquisitions_by_Google\" target=\"_blank\">Google bought up, well, just about everything</a>.\r\n\r\n&nbsp;\r\n\r\nUnfortunately, what we often see is the same tired story: Insert new CEO who promises “we will never change the brand you know and love!,” and then poof…a few years, or maybe just months, pass and you start to notice something is a little different. Perhaps it is an ingredient, or the packaging (off with their heads!), something you can’t exactly put your finger on. And before you know it, the new parent company goes ahead and changes or modifies you beloved product. You, the consumer, feel helpless and alone, not to mention irritated, annoyed and betrayed. (Great emotions, eh?) In actuality, the brand’s identity, essence, and everything you knew and loved has changed. These changes can potentially help a brand firm acquire new work, but has the brand been tarnished completely? If you are feeling “ill,” you can fight back via the Internet…but is anyone listening?\r\n\r\n&nbsp;\r\n\r\nApparently someone from Colgate-Palmolive was listening last year when the Tom’s of Maine loyalists took to the Internet to bemoan recent changes to the recently bought brand. Their beef: under Colgate ownership, Tom’s of Maine has changed the toothpaste formula as well as its “environmentally correct” packaging. If you know anything about Tom’s, then you’ll know this was a big problem for many. Consumers expressed their annoyance; take these blog posts, for example: “Thanks for selling out. I\'ve noticed more stores stopped stocking your \"fluoride free brand\"....I remember for awhile you guys didn\'t have a fluoride version.” And: “Tom\'s had great toothpastes, then it was sold to Colgate-Palmolive, which has gradually destroyed it.” And “One of the main reasons I purchased Tom\'s toothpaste was the aluminum tube. Why the change?” <a href=\"http://www.tomsofmaine.com/blog/blog-detail/our-new-look#.Tl2vdmYDImA.facebook\" target=\"_blank\">You can see how this drama played out here</a>.\r\n\r\n&nbsp;\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/09/203143668_88b79fc2e7.jpg\"><img class=\"size-full wp-image-3526 aligncenter\" title=\"203143668_88b79fc2e7\" src=\"/wp-content/uploads/2011/09/203143668_88b79fc2e7.jpg\" alt=\"\" width=\"457\" height=\"342\" /></a>\r\n\r\n&nbsp;\r\n\r\nBut mergers don’t always have to be horror shows, and many brands have escaped the “hourglass” plague. They have succeeded in keeping their brand identity and their reason for existence.  Perhaps you don’t even know that <a href=\"http://www.benjerry.com/company/media-center/press/join-forces.html\" target=\"_blank\">Ben and Jerry’s is owned by Unilever</a> or that <a href=\"http://money.cnn.com/2001/10/30/deals/coke_odwalla/\" target=\"_blank\">Odwalla is owned by Coke</a>. In these scenarios, little has changed. Ben and Jerry are still trucking around in their VW van, Odwalla is still “Nourishing the Body Whole” and <a href=\"http://www.forbes.com/2007/10/31/clorox-burts-bees-markets-equity-cx_af_1031markets15.html\" target=\"_blank\">Burt’s Bees, now owned by Clorox</a>, is still making its honey-centric products. In fact, for many fans of these brands, the most that has changed about them under new ownership is their distribution. Truth is, many of us could care less who owns what or who said what to who, as long as the product we know and love is not subjected to change.\r\n\r\n&nbsp;\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/09/mergers_and_acquisitions-300x199.jpg\"><img class=\"size-full wp-image-3549 aligncenter\" title=\"mergers_and_acquisitions-300x199\" src=\"/wp-content/uploads/2011/09/mergers_and_acquisitions-300x199.jpg\" alt=\"\" width=\"449\" height=\"297\" /></a>\r\n\r\n&nbsp;\r\n\r\nAll that said, I leave you with this question: Why are companies buying, and then changing, great brands? Are they willing to forgo loyalists in the name of a few bucks? And what about you: As a consumer, are you willing to part ways with your favorite brand if something does cha-cha-cha-change?\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<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 -->', 'Cha-cha-cha-changing', '', 'inherit', 'closed', 'closed', '', '895-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 895, 'http://cbx.cappendev.com/895-revision-v1', 0, 'revision', '', 0),
(1250, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', 'After stepping outside of a Lower East Side restaurant one Sunday afternoon, I was struck by a New York moment. It was not my first, nor even my fiftieth, but this brief moment in time struck a chord and composed a beautiful symphony of discovery.\nThe rain felt like water balloons and my umbrella was nonexistent. As I scrambled to hail a cab on Orchard, a bright sign with a two-word logo lockup caught my eye. Reed Space, one of the world’s most innovative boutiques, became my safe haven that day.\n\nAs an enthusiast for this lifestyle brand, I am intrigued by the consumer experience Staple Design, the brand’s originator, has curated at retail. Reed Space is owned and operated by the agency’s founder Jeff Ng, who has expanded the company to three divisions since its inception in 1997: a creative agency, a clothing collection and a commercial store in NYC and Japan. This equation has positioned Staple as one of the more influential and trendsetting brands today.\n\nAfter stepping inside of their retail space for the first time, I found myself enthralled by the very items that Staple Design is NOT widely known for: art, gadgets and accessories. The door opens up to a long narrow corridor; the right wall is lined with book after book sitting atop about one hundred white chairs that are seamlessly woven together as elevated shelving.\n\nThe rest of the store carries a grip of art and merchandise that looks and feels on-brand. Is this surprising? No. Does it represent a best-in-class boutique experience at retail? Yes. Not only does Reed Space have an art gallery next door (Reed Space Annex), the minimalistic store design brings their product offerings front and center. Plush wood sits beneath collections of graphic tees and sneakers. Jackets and button-ups run parallel to the clean white walls that frame this mecca of streetwear.\n\n<img class=\"alignleft  wp-image-6588\" title=\"slide3\" src=\"http://www.cbx.com/wp-content/uploads/2013/06/slide3.jpg\" alt=\"\" width=\"360\" height=\"270\" />Google.com defines boutique as “a business that serves a sophisticated or specialized clientele.” The under-the-radar nature of these shops is both mysterious and fascinating. Across NYC and abroad, these formats make it a point to go unnoticed to the general public through innovative signage, faux storefronts and unique store locations. The end goal is not to earn extravagant profits but to connect with humans in new, engaging and innovative ways.\n\nReed Space and many other boutiques around the world have become a destination for consumers to discover, learn and educate themselves beyond the very products they purchase.', 'Chic Boutique', '', 'inherit', 'closed', 'closed', '', '992-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 992, 'http://cbx.cappendev.com/992-revision-v1', 0, 'revision', '', 0),
(1251, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<img class=\"alignnone size-full wp-image-4857\" title=\"DaveW_web\" src=\"http://www.cbx.com/wp-content/uploads/2011/12/DaveW_web.jpg\" alt=\"\" width=\"60\" height=\"60\" />\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/12/DavisGillette.jpg\"><img class=\"size-full wp-image-3873 alignnone\" title=\"DavisGillette\" src=\"/wp-content/uploads/2011/12/DavisGillette.jpg\" alt=\"\" width=\"678\" height=\"323\" /></a>\r\n\r\nBrands continually add new ingredients, flavoring and benefits to their products in order to get consumers to think they are new, different and worthy of their dollars. They know that consumers respond to innovation; they want “new news.” But for certain categories, there’s only so far they can go with innovation.\r\n\r\nThis idea struck me this morning as I was shaving, because let’s face it (pun intended): the need state of that category hasn’t changed in about a thousand years. Hair grows on face. Man solves problem by shaving hair off of his face. Hair still grows at the same speed. The desired effect hasn\'t changed. Comfort has always been an issue, which is why – while you used to buy aftershave to soothe your skin --  shavers now have lubricant built in. And whereas there used to only be one blade, now there are five, plus an extra one on back for precision (and yes, the extra blades DO make a difference). Unfortunately, no one can really own the idea of how many blades there are. So where to now? <a href=\"http://www.gillette.com/en/us/home.aspx\" target=\"_blank\">Gillette</a> already tried putting a battery in their shaver and had to settle a class action lawsuit challenging their claims as false.\r\n\r\nThe truth is, razors don\'t really need to be that different – which is why brands have made this into what I call a “confusion category.” Too much overcompensation to make every aspect of a product seem innovative only serves to confuse the consumer. To see what I mean, take a look at these offerings from  <a href=\"http://www.bicworld.com/en/products/categories/4/shavers\" target=\"_blank\">Bic</a>, <a href=\"http://www.schick.com/us/index.shtml\" target=\"_blank\">Schick</a> and Gillette. Notice how many brands and trademarks are layered on each product.\r\n\r\n<span style=\"color: #000000;\">BIC® Comfort 3® Advance™ shavers</span>\r\n<span style=\"color: #000000;\"> BIC® Soleil® Bella™ scented shaver</span>\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/12/Bic_1_1.jpg\"><img class=\"size-full wp-image-3881 alignnone\" title=\"Print\" src=\"/wp-content/uploads/2011/12/Bic_1_1.jpg\" alt=\"\" width=\"433\" height=\"295\" /></a>\r\n\r\n&nbsp;\r\n\r\n<span style=\"color: #000000;\">Schick® Xtreme3® FITstyle® refresh shavers</span>\r\n<span style=\"color: #000000;\"> Schick® Quattro® Titanium® Trimmer shavers</span>\r\n\r\n<img class=\"size-full wp-image-3882 alignnone\" title=\"Print\" src=\"/wp-content/uploads/2011/12/Schick_1_1.jpg\" alt=\"\" width=\"433\" height=\"639\" />\r\n\r\n&nbsp;\r\n\r\n<span style=\"color: #000000;\">Gillette® Fusion® ProGlide™ Power razor with MicroComb™</span>\r\n<span style=\"color: #000000;\"> Gillette® Venus® Spa Breeze™ razor</span>\r\n<span style=\"color: #000000;\"> Gillette® Fusion® ProGlide™ Hydra Smooth™ Shave Gel</span>\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/12/Gillette_1_1.jpg\"><img class=\"size-full wp-image-3885 alignnone\" title=\"Print\" src=\"/wp-content/uploads/2011/12/Gillette_1_1.jpg\" alt=\"\" width=\"433\" height=\"254\" /></a>\r\n\r\nSeveral other “confusion categories” come to mind: toothpaste, laundry detergent and cold remedies, to name a few. Is it really necessary for certain brands to force innovation? Or do you think it’s all leading to a dulling of these brands, instead of making them stand out on shelves?', 'Confusion Branding, or, My Brands Have Brands', '', 'inherit', 'closed', 'closed', '', '905-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 905, 'http://cbx.cappendev.com/905-revision-v1', 0, 'revision', '', 0),
(1252, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<a href=\"http://cbxblog.com/wp-content/uploads/2010/02/Sandra_blog_thumb_nb-e1271783381536.jpg\"><img class=\"size-full wp-image-595\" title=\"Sandra_blog_thumb_nb\" src=\"/wp-content/uploads/2010/02/Sandra_blog_thumb_nb-e1271783381536.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a>\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/03/charliesheen.jpg\"><img class=\"size-full wp-image-2552\" title=\"charliesheen\" src=\"/wp-content/uploads/2011/03/charliesheen.jpg\" alt=\"\" width=\"499\" height=\"317\" /></a>\r\n\r\nEveryone is talking about Charlie Sheen and what is interesting is that people <em>really</em> want to know about this guy. The digital world has been set on fire in anticipation and observation as he rants his way out of a career or into eternal career enhancing notoriety.\r\n\r\nHe is, as we speak, creating his own PR machine to manage his direct line to people so he can continue to have his say. On March 1, 2011 Sheen joined <a href=\"http://www.twitter.com\" target=\"_blank\">twitter</a> and by 6pm <a href=\"http://www.twitter.com/charliesheen\" target=\"_blank\">@charliesheen</a> had 108,000 followers and had not yet tweeted a single thing. He was accumulating followers at a rate of 1,000 a minute while we were watching. In fact, by midday March 2nd he had over 840,000 followers and had begun tweeting with the likes of Floyd Mayweather and inviting <a href=\"http://www.twitter.com/iamdiddy\" target=\"_blank\">@iamdiddy</a> over to hang out.\r\n\r\nWhile it is fun to watch this unfold, it is also a lesson for brands. Companies with big names and some notoriety like <a href=\"http://twitter.com/#!/Delta\" target=\"_blank\">Delta</a>, <a href=\"http://twitter.com/#!/AmericanExpress\" target=\"_blank\">Amex</a>, and <a href=\"http://twitter.com/#!/BestBuy\" target=\"_blank\">Best Buy</a>, all of which seem hard to reach and larger than life (much like Sheen) are also notable for being highly responsive on their twitter feeds. Within minutes of a post you can get a personal reply. Here are a couple of examples from a colleague’s twitter feed:\r\n<p style=\"text-align: center;\"><a href=\"http://cbxblog.com/wp-content/uploads/2011/03/Twitterdelta.jpg\"><img class=\"size-full wp-image-2542 aligncenter\" title=\"Twitterdelta\" src=\"/wp-content/uploads/2011/03/Twitterdelta.jpg\" alt=\"\" width=\"337\" height=\"242\" /></a></p>\r\nIn case you’re wondering which brands are winning in this channel, <a href=\"http://en.wikipedia.org/wiki/Mashable\" target=\"_blank\">Mashable</a> gives a good roundup of the <a href=\"http://mashable.com/2009/01/21/best-twitter-brands/\" target=\"_blank\">best twitter brands</a>, which includes Chevrolet, Marriott Hotels and the Detroit Pistons.  These brands are connecting with consumers in a very public yet personal way. Those that continue to proactively pursue these interactions and build a closer connection with consumers will be the winning brands in the future. The question remains however, what will become of Charlie, but we’ll be right there following him.', 'Connecting with Consumers, the Charlie Sheen Way', '', 'inherit', 'closed', 'closed', '', '872-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 872, 'http://cbx.cappendev.com/872-revision-v1', 0, 'revision', '', 0),
(1253, 1, '2018-09-24 18:48:56', '2018-09-24 18:48:56', '<strong><a title=\"In 2016, Healthcare Is All About Optimism\" href=\"http://www.cbx.com/blog/in-2016-healthcare-is-all-about-optimism/\">Last week in our series of 2016 predictions, we took a look at coming trends in life sciences. </a>This week, we’re turning our attention to consumer brands—what’s in and what’s out when it comes naming and writing for consumer goods and services. </strong>\r\nThe first millennials turn 35 this year. They are coming of age as leaders of industries and heads of movements, and nearing their maximum earning potential. They are now the holders of the average household’s purse strings. Not surprisingly, the way consumer goods like apparel, food or personal care products are marketed has shifted dramatically to appeal to a generational demand for transparency, authenticity, and purpose. Here is our take on what will be in and what will be out for consumers in 2016.\r\n\r\n<strong>OUT: Faux Founders </strong>\r\n<strong>IN: Mascots</strong>\r\nCreating a fictitious founder has long been a trick namers have pulled out of their magic naming hats as a shortcut to authenticity. Sadly, there is no<a href=\"http://www.mrspauls.com/Products/Fish-Sticks/Crunchy-Fish-Sticks.aspx\" target=\"_blank\"> Mrs. Paul</a> cooking up fish sticks in a quaint seaside cottage. <a href=\"http://www.bettycrocker.com/\" target=\"_blank\">Betty Crocker</a>? A figment of marketing imagination. <a href=\"https://www.drpepper.com/en\" target=\"_blank\">Dr Pepper</a> was never a real doctor, nor a real person, for that matter. This time-honored naming trope may have worked with Boomers and Gen Xers, but just doesn’t fly with Millennials. For them, there is no shortcut to heritage. So what’s a namer to do? This is where the mascot comes into play. Brands like <a href=\"https://casper.com/home\" target=\"_blank\">Casper</a> and <a href=\"https://www.hioscar.com/\" target=\"_blank\">Oscar</a> use uncommon names as analogies that say, “If our brand were a person it would be this type of person.” The names paint a picture of the brand’s character without going as far as inventing a false identity. By the way, not all is lost. <a href=\"http://saraleedesserts.com/about-us/\" target=\"_blank\">Sara Lee</a> and <a href=\"http://www.chefboyardee.com/history/\" target=\"_blank\">Chef Boyardee</a>? They’re real.\r\n\r\n<strong>OUT: Crazy Coined Names </strong>\r\n<strong>IN: Under-used real words</strong>\r\nNearly 400,000 new trademarks are filed every year in the US alone. Fitting into a trademark landscape that grows more and more crowded by the second takes creativity, and in some cases, an embrace of the absurd. This is what prompted the emergence of the crazy-coined-name boom born from the dot-com boom. Hallmarks of that era include naming gems like Razorfish, <a href=\"https://en.wikipedia.org/wiki/Flooz.com\" target=\"_blank\">Flooz</a>, <a href=\"https://en.wikipedia.org/wiki/Kazaa\" target=\"_blank\">Kazaa</a>. All typify a reliance on coining and the liberal use of the letter “z”. Now, we are more likely to unearth a real word that perhaps hasn’t been in everyday use for a while. Take <a href=\"https://gimletmedia.com/\" target=\"_blank\">Gimlet Media</a> – the name NPR’s Alex Blumberg selected this year for his new podcast media company. The name is a throwback to a Madmen era cocktail that fell from the mainstream decades ago. An old-fashioned name is refreshed in modern usage, signaling a new era in which sparkling conversation returns to media.\r\n\r\n<strong>OUT: Heavy-Handed Brands </strong>\r\n<strong>IN: Un-Brands</strong>\r\nIn the eighties and nineties consumers couldn’t get enough brand names. Every t-shirt, every purse, every box in the pantry had a big, impressive brand name or logo. The pendulum has most definitely swung. Enter the era of normcore, a fashion trend characterized by average and unpretentious style. The normcore lifestyle not only pervades the fashion world, but has seeped into all aspects of the consumer landscape. This year General Mills launched <a href=\"https://www.thegoodtablefoods.com/\" target=\"_blank\">The Good Table</a>, a straightforward, understated brand with a simple promise to put more good meals on the table. No pomp. No circumstance.\r\n\r\nAnd with that, we close out our predictions for naming and writing this year. Until next year.', 'Consumer Brands: You\'re Either In Or You\'re Out', '', 'inherit', 'closed', 'closed', '', '1060-revision-v1', '', '', '2018-09-24 18:48:56', '2018-09-24 18:48:56', '', 1060, 'http://cbx.cappendev.com/1060-revision-v1', 0, 'revision', '', 0),
(1254, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', 'The recent emergence of craft beer illustrates the significance of branding. As many now know, craft beer has become one of the hottest growing categories on the market, and with this growth comes fierce competition.\r\nHere\'s a little bit of context: In the past four years alone, the craft beer industry has grown from 1,625 breweries in 2010 to 3,418 breweries in 2014. That’s an increase of almost 210%! Needless to say, this spurt has left brewers scrambling to find new ways to stand out on crowded shelves and rotating draft lines. But the question remains, how can small breweries drive brand awareness in an industry flooded with marketing dollars from beer giants like Anheuser-Busch and MillerCoors? Well, despite limited advertising budgets, craft brewers have quickly discovered that strong branding and packaging design can be their biggest ally for differentiating and promoting their product in market. According to Ian Knowles of Spruce &amp; Norton, an NYC-based craft beer investment firm, “The new generation of beer drinkers are looking for depth of character in the brands they purchase, they look for sincerity in the product offering and how the story is being told. Ultimately, this starts with a strong brand identity, the ones that understand this and execute accordingly will be the ones to thrive.”\r\n\r\nTake, for example, the ever-crowded beer selection at your local grocery store. It can feel pretty intimidating. As a consumer, odds are that you’ve probably never heard of, let alone tasted, over 70% of the beers looking back at you. But this lack of bias is exactly what makes good branding all the more essential. One brewer who I’ve seen take this insight to heart is Uinta, a Utah-based craft brewer. With just one look at their packaging, one feels the vibe that the brewery offers its consumers. Bold, illustrative imagery of the great outdoors makes me picture fun activities such as hiking, fishing or camping during which Uinta would be most enjoyed. But what truly separates Uinta from other competing beer brands is its portfolio, which offers a consistent visual voice while never losing sight of each beer’s individual brand story.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/04/1.png\"><img class=\"alignnone size-medium wp-image-8943\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/04/1-300x141.png\" alt=\"1\" width=\"300\" height=\"141\" /></a>\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/04/2.png\"><img class=\"alignnone size-medium wp-image-8944\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/04/2-300x222.png\" alt=\"2\" width=\"300\" height=\"222\" /></a>\r\nhttp://brewlust.com/uinta-brewing-makes-canning-look-good/\r\n\r\nThis shift in consumer preference for richer brand storytelling has not gone unnoticed amongst macro brewers. Beer giants like Budweiser, Miller and Busch have all recently updated their brands to compete with craft brewers like Uinta that are now considered a real threat. Each macro brewer has taken a different approach to address this new challenge.\r\n\r\nBudweiser has chosen to keep its classic packaging and double down on its existing brand story by promoting macro beer that is “Brewed the hard way.” This was best exemplified by its Super Bowl ad, which chided craft beer drinkers and brewers alike with the phrase, “Let them sip their pumpkin peach ale, we’ll be brewing us some golden suds.” By identifying itself as the tried-and-true, classic beverage choice, Budweiser has, in essence, given its consumer base a more personal narrative to identify with.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/04/3.png\"><img class=\"alignnone size-medium wp-image-8945\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/04/3-300x183.png\" alt=\"3\" width=\"300\" height=\"183\" /></a>\r\nhttp://adage.com/article/special-report-super-bowl/bud-proudly-macro-swagger-filled-super-bowl-ad/296932/\r\n\r\nTo better compete with dynamic craft brands, Miller and Busch have also taken steps to make their brands feel more personal to consumers. Miller, which has experienced declining sales since 2009, recently saw a significant boost after redesigning its packaging to leverage the brand’s heritage more effectively. Its nostalgic packaging appeals particularly to millennial consumers, who are known to appreciate stories with more depth and authenticity. According to Ryan Reis, senior director for Miller’s family of brands, the packaging has even had a psychological effect on consumers, with some claiming, “I think the beer even tastes better.”\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/04/4.png\"><img class=\"alignnone size-medium wp-image-8946\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/04/4-300x200.png\" alt=\"4\" width=\"300\" height=\"200\" /></a>\r\nhttp://www.bloomberg.com/bw/articles/2014-09-11/miller-lites-original-label-sales-boost\r\n\r\nAnd similar to Uinta, Busch has redesigned its packaging to appeal to certain consumers’ unique lifestyles. This can be seen through its limited edition cans, which cater to its blue collar demographic by depicting activities such as hunting and fishing. In this way, Busch is giving its brand a more humanized personality while also inviting consumers to interact with the brand in new ways.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/04/5.png\"><img class=\"alignnone size-medium wp-image-8947\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/04/5-300x159.png\" alt=\"5\" width=\"300\" height=\"159\" /></a>\r\nhttps://www.wideopenspaces.com/busch-beer-fishing-cans-return-with-a-chance-to-land-a-trophy-pics/\r\n\r\nSo what can we take away from this growing category? I find it particularly refreshing that small independent companies have the ability to disrupt an entire industry through branding and design. By focusing on good storytelling, craft brewers have pushed their macro competitors to be more creative, take greater risks and start to move away from their decades-old, largely stagnant branding campaigns. I can only hope more companies are inspired to catapult their brands forward by being brave and repositioning their brands to focus on a strong and connected brand story (or \"big idea\") that speaks to their consumers on a more personal level.\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;', 'Craft Beer: How I Explain the Importance of Good Branding', '', 'inherit', 'closed', 'closed', '', '1037-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 1037, 'http://cbx.cappendev.com/1037-revision-v1', 0, 'revision', '', 0),
(1255, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', 'Becoming a “licensee” allows brands the opportunity to extend into a new category or industry, modernize, stay relevant and build upon their brand value. When choosing the right licensing opportunity and when implemented effectively, it can have tremendous benefits. As of late, we’ve seen this with Minion-mania. It’s been said that Universal will make more off of licensed products than the Minions movie that just came out in July. Sounds tempting, right? But before jumping in, let’s take a step back and evaluate licensing.\r\nThe way I see it, licensing is a very personal tool used by brands. I often think of it as a relationship. Two people joining as one and representing what each other stands for. You look to benefit from each other, you meet each other’s friends and as a couple you work together to make each other happy. But unlike a relationship, you have the opportunity to plan for success prior to creating the partnership.\r\n\r\nHere are five guidelines for brands to keep in mind when thinking of entering a (licensed) relationship:\r\n\r\nWhat are you looking to get out of this?\r\n\r\nLicensing should be used as a strategic business tool. Brands that want to license someone else’s intellectual property should take a step back and understand what exactly they want out of this new relationship. Don’t just think of the why it is financially worth the investment, but instead and most importantly, how it is adding value to your brand.\r\n\r\nKnow your partner.\r\n\r\nWhile the brand you want to license is a big hit and seems like a no-brainer, you must do your homework. Is there anything in the brand’s past that would be harmful to yours? Has that brand been plastered all over other products? You don’t want to become a “me-too” brand that’s just finding an easy win. Consider if the licensed brand has become diluted or is at the end of its popularity.\r\n\r\nWhat emotions will be evoked?\r\n\r\nBrands elicit emotions in consumers. Think about the reaction you want at shelf and how that ties to your product. Does your soda brand with the Minions on it evoke a fun, Friday-night pizza party? Or a mischievous child that’s out of control? Predict how your consumers will relate to the partnership.\r\n\r\nDon’t overreach.\r\n\r\nWhile it might sound like a good bargaining tool for mom, Minions on cleaning products is probably stretching it. Make sure to have an evident connection between your brand and the licensed brand. It needs to be a partnership that doesn’t feel forced and easily allows consumers to understand why they are associated.\r\n\r\nKeep your target audiences in mind.\r\n\r\nYou have your current or primary consumers that you’d like to keep loyal, but the licensing opportunity gives you the chance to reach a secondary target. You’ve caught their eye and can start building new consumer recognition and affinity. Let the brand you license step up and attract that secondary target as long as it doesn’t alienate your current consumers.\r\n\r\nWhile you have the opportunity to plan for success before entering the partnership, keep in mind that it will most likely be for a limited time. Ensure that you get the most out of that time by keeping your brand strategy front and center, aligning on all levels at all times. Because let’s face it, Minions come and Minions go, but your brand is here to stay.\r\n\r\n&nbsp;\r\n\r\n&nbsp;', 'Date At Your Own Risk: Licensing in Branding', '', 'inherit', 'closed', 'closed', '', '1049-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 1049, 'http://cbx.cappendev.com/1049-revision-v1', 0, 'revision', '', 0),
(1256, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', '<img class=\"size-full wp-image-595\" title=\"Sandra_blog_thumb_nb\" src=\"/wp-content/uploads/2010/02/Sandra_blog_thumb_nb-e1271783381536.jpg\" alt=\"\" width=\"40\" height=\"40\" /> By Sandra C.<p style=\"text-align: center;\"><img class=\"size-medium wp-image-228 aligncenter\" title=\"Blog_Sandra_American icon_pict\" src=\"/wp-content/uploads/2010/03/Blog_Sandra_American-icon_pict-276x300.jpg\" alt=\"\" width=\"498\" height=\"427\" /></p>\n<p style=\"text-align: left;\"></p>\n<p style=\"text-align: left;\">The company that owns the long standing Max Factor brand, Procter &amp; Gamble, is discontinuing the line in the US as of this year, signaling the death of an American icon. It doesn’t count that Max Factor is still going to be distributed globally in over 60 markets (it has a different look and feel outside the US and has for some time), it will still disappear entirely from the US market. So, for most American women, this is a sad event.</p>\n<p style=\"text-align: left;\">Max Factor has been around since the beginning of Hollywood, and up until the brand’s relaunch in 2005, it conveyed aspects of that legendary Hollywood glamour in its marketing efforts. As a result, it gained nostalgia with a heritage that other makeup brands would love to have. Its extermination, for many consumers, it is like experiencing the death of a Hollywood legend. In fact, many women who feel upset are not even current Max Factor consumers.</p>\n<p style=\"text-align: left;\">So the question remains, when a brand dies with such a strong equity, should it be buried and forgotten, or resuscitated? Should P&amp;G hold on to the name and not allow anyone else to bring the brand back to life? I don’t think so.</p>\n<p style=\"text-align: left;\">There are many women who are disappointed (just read posts on blogs and you’ll see: <a href=\"http://bit.ly/9NCVFF\">Bellasugar.com</a> and <a href=\"http://bit.ly/628xdU\">Confessions of a Mommy Makeup Addict</a> and if there was a way to distribute this brand through channels that are open to the brand, it could make money. Perhaps it could be repositioned and repackaged as a higher end brand and made exclusive? Even though this may not be possible at the moment due to ownership rights, a strong brand equity, which is so hard to build, is more than enough reason to think of new ways to keep the brand alive and find new avenues to capitalize on its recognition.</p>', 'Death of An American Icon', '', 'inherit', 'closed', 'closed', '', '830-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 830, 'http://cbx.cappendev.com/830-revision-v1', 0, 'revision', '', 0);
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(1257, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', '<em>In <strong>Part 2 of our 3-Parter</strong> blog series examining packaging design, <strong>Krisana Jaritsat</strong> discusses how thoughtful packaging can serve as a bigger marketing and media experience for consumers.</em>\r\n***\r\n\r\n<span style=\"font-weight: 400;\">Back in early 2016, when Evan Spiegel, the co-founder and CEO of Snapchat (or more accurately, Snap, Inc) was asked to describe his Gen Z and Millennial favored social media platform, he stated</span><a href=\"https://techcrunch.com/2016/04/30/according-to-its-cofounder-and-ceo-snapchat-is-mainly-a-camera-company/\"> <span style=\"font-weight: 400;\">“it was a camera company.”</span></a><span style=\"font-weight: 400;\"> According to a </span><a href=\"http://fortune.com/2016/04/13/snapchat-instagram-piper-jaffray/\"><span style=\"font-weight: 400;\">Piper Jaffray Report in 2016</span></a><span style=\"font-weight: 400;\">, Spiegel’s “camera company” was named the most important social network by teenagers. Not the company whose mission was to help connect the world </span><span style=\"font-weight: 400;\">(</span><a href=\"https://www.facebook.com/notes/mark-zuckerberg/building-global-community/10154544292806634/\"><span style=\"font-weight: 400;\">that would be Facebook</span></a><span style=\"font-weight: 400;\">)</span><span style=\"font-weight: 400;\"> nor the company cited years ago as an entertainment platform by its founders </span><span style=\"font-weight: 400;\">(</span><a href=\"https://techcrunch.com/2011/04/02/instagram-2/\"><span style=\"font-weight: 400;\">that would be Instagram</span></a><span style=\"font-weight: 400;\">)</span><span style=\"font-weight: 400;\">. No, the most important tool in a teenager’s arsenal was one that helped document and share their lives in ephemeral images (alongside a dancing hot dog) via their phone or a pair of circular $130 sunglasses.</span>\r\n\r\n<span style=\"font-weight: 400;\">Now certainly, what a difference the past two years make. Once a darling of the tech world, the common conversation around Snap these days ranges from whether their IPO was overvalued, can the company innovate fast enough to compete with competitors or the increasing decline of their DAU’s amongst a slew of other topics. Regardless of whichever direction Snap goes, it is inarguable that the company has been one of the most influential companies in the past few years. And that such a company self-prescribes not to the technology, media, or entertainment worlds but instead, but as a visual documentation entity, should be a telling sign of demographical taste and behavior. And perhaps Spiegel senses a bigger opportunity for his brand in planting a firm stake in the world of visual communications.</span>\r\n\r\n<span style=\"font-weight: 400;\">For those aged 36 and younger (Millennials, Gen Z and ensuing demographics downwards), there has always existed some semblance of digital communications. For those skewing on the older scale, the painful sounds of dial-up connection were the route to connecting with friends and representing oneself through a clever AIM name. Those on the younger end have never known a life without carefully curated and discerningly filtered vacation pictures, feelings and statements expressed in 126 characters or less and seeing every activity of their friends and family represented in timeline-form. For the latter group, the habit of and familiarity with documentation has naturally progressed into that of self-representation.</span>\r\n\r\n<span style=\"font-weight: 400;\">The continued rise of social media platforms, in its increasingly sophisticated forms and features, have undeniably amplified both the means and desire to “self express” and the weight and benefits of those actions. Individuals who’ve figured out how to monetize these actions become “Influencers” with the rest of us following along, sharing our lives and those brands our lives intersect with. And those companies savvy enough to understand the opportunity this new mindset provides them? Well they get to see their brands live out in a myriad of additionally beneficial ways.</span>\r\n\r\n<span style=\"font-weight: 400;\">Unsurprisingly, some of the best examples of brands creating unique ways of integrating into their consumer’s lives and personal brands are ones whose founders are apart of these generations. Brands such as Glossier, Warby Parker, Kylie Cosmetics  and Alexander Wang all provide interesting examples of leveraging their customer’s appetite for self-representation through the brands they consume. Using design as the primary tool, the brands packaging and points of purchase are tailored-made to be photographed and shared, cultivating a loyalty and affinity from its users and those literally, “Following” them.</span>\r\n\r\n<strong><i>Packaging for the ‘Gramming</i></strong>\r\n\r\n<span style=\"font-weight: 400;\">Glossier is a digital-first and youth-targeted led beauty and lifestyle brand. Google “Glossier” and you can read a myriad of glowing articles and reviews on its products, business model or Millennial founder. In the articles, a handful of “product as porn” photographs accompany the copy; face lotions and lip balms meticulously shot and angled, with sunlight bouncing off its container or sitting amongst other beautifully</span><a href=\"https://www.theguardian.com/artanddesign/shortcuts/2017/mar/22/millennial-pink-is-the-colour-of-now-but-what-exactly-is-it\"> <span style=\"font-weight: 400;\">“millennial pink”</span></a><span style=\"font-weight: 400;\"> hued products. Most likely, you’ll see them set against a “millennial pink” place mat of sorts. It all looks professionally photographed. But, look again. See the familiar Instagram frame? The image isn’t from the company. It’s an image from one of the brand’s many countless fans.</span>\r\n\r\n<span style=\"font-weight: 400;\">#glossierpink and #glossierinthewild are only two of the many hashtags on Instagram its fans tag of their newly purchased products or sometimes, of a similar pink hue they stumble upon in the world that reminds them of their preferred beauty brand. While the products themselves, which are meticulously and obsessively reviewed on many blogs and more Reddit threads you can count, are supposedly the “hero” of the brand, what’s more interesting is the community the brand has built that evangelizes the brand all on their own and mostly on visually-driven social media platforms. Creating a fan of one consumer through thoughtfully made products is great; equipping the same consumer with boxes</span><span style=\"font-weight: 400;\">,</span><a href=\"https://www.instagram.com/explore/tags/glossierstickers/\"> <span style=\"font-weight: 400;\">stickers</span></a><span style=\"font-weight: 400;\"> and place mats so they can shout out their love to their followers…who in turn, shout out their love to </span><i><span style=\"font-weight: 400;\">their </span></i><span style=\"font-weight: 400;\">followers, that’s packaging that gets extra mileage.</span>\r\n\r\n<strong><i>Equity through Affiliation</i></strong>\r\n\r\n<span style=\"font-weight: 400;\">Savvy brands understand the start of the product experience doesn’t begin solely at use. More accurately, it begins at point of purchase regardless of whether the item is bought IRL or URL. Warby Parker’s in-store retail experience and customer service is consistently lauded; but the first sole experience the buyer has with the product is the retrieval of the glasses from the Warby Parker branded cotton tote bag the purchase comes in. The glasses are the star but the package its housed in begs to be re-used and why wouldn’t you? It’s re-usable, well sized and the cache of being affiliated with a millennial-friendly non-conglomerate, socially conscious brand (as oft-told, an additional pair of glasses is donated alongside each purchase) reflects nicely off your personal brand.</span>\r\n\r\n<span style=\"font-weight: 400;\">The packaging bypasses its designated life as a disposable container. Instead, it both contributes to a more premium “un-packaging” experience and gets an extended presence into the user’s life. The brand is carried around like a badge and the user reaps the benefits of functionality and cache. And to think, it could have just been a plastic bag.</span>\r\n\r\n<strong><i>Packaging as Access</i></strong>\r\n\r\n<span style=\"font-weight: 400;\">The popularity of the Kardashian family backed, Kylie Cosmetics line has not been without its controversy. It’s faced many accusations, amongst them</span><span style=\"font-weight: 400;\">-</span><a href=\"https://www.buzzfeed.com/danielacadena/people-are-accusing-kylie-jenner-of-repackaging-old-lip-kit?utm_term=.daM1MmPe#.ywXDP3BQ\"> <span style=\"font-weight: 400;\">re-packaging old colors and re-selling them</span></a><span style=\"font-weight: 400;\"> to  </span><a href=\"http://www.allure.com/story/kylie-jenner-accused-of-copying-makeup-artist-vlada-haggerty\"><span style=\"font-weight: 400;\">re-appropriating another artists’ work</span></a><span style=\"font-weight: 400;\">. However, the brand, since its introduction in 2015 (initially as Kyle lip kits), was a hit from the start, amassing long queues of overnight campers at its sporadic pop-up shops and racking up pages of press-hype salivating at each of the brand’s product launches. Products sell out within hours of launch and social media images pop up shortly of ecstatic buyers gleefully showing off their new purchases.</span>\r\n\r\n<span style=\"font-weight: 400;\">Alongside the product itself, the branded packaging serves up opportunities for social-media driven/social-media worthy attention. Visit the brand’s</span><a href=\"http://www.kyliecosmetics.com\"> <span style=\"font-weight: 400;\">official website</span></a><span style=\"font-weight: 400;\"> or</span><a href=\"https://www.instagram.com/kyliecosmetics\"> <span style=\"font-weight: 400;\">official Instagram page</span></a><span style=\"font-weight: 400;\"> and you’ll see as many product shots as you do packaging shows – all meticulously angled and beautifully lit. </span><span style=\"font-weight: 400;\">Visit</span><a href=\"https://www.tumblr.com/tagged/kylie-cosmetics\"> <span style=\"font-weight: 400;\">any fan hashtagged paged on Tumblr</span></a> <span style=\"font-weight: 400;\">and you’ll find similar shots. The many distinct design elements that make up the brand- from its main lip logo to her cursive signature not only adorn the products and packaging but the promotional swag sold along side the products themselves.</span>\r\n\r\n<span style=\"font-weight: 400;\">The product quality itself is oft questioned but it’s undeniable that its purchasers are buying the products,</span><a href=\"http://fashionmagazine.com/beauty/kylie-lip-kit-dupes/\"> <span style=\"font-weight: 400;\">which apparently have many “dupes” in the market</span></a><span style=\"font-weight: 400;\">, for the brand equity. They’re not buying for the cosmetics, they’re buying the ability to flaunt access to the products. These coveted products are limited in quantity and only the diehard few get them…or more accurately, get to them.</span>\r\n\r\n<span style=\"font-weight: 400;\">The product provides function but the packaging serves as social currency representing access. Currency to the ‘Insta-Generation’ isn’t necessarily about high prices or exclusivity beholden to those high prices; instead it’s about accessibility. Or more accurately, the ability to access and consequent ability to document the access on social media.  </span>\r\n\r\n<strong><i>Delivery as Brand </i></strong>\r\n\r\n<span style=\"font-weight: 400;\">Collaborations between perceived high and low fashion brands have increasingly permeated the industry the past couple of years. Billed as “exclusive,” the collaborations are typically released in limited supply leading to massive re-sales on websites like Ebay sometimes hours after a launch. Similarly, “sneakerheads” have perpetuated a similar re-sale culture but not necessarily for special collaborations but new releases in general. In both cases, while most brands were initially angered by their profit margin losses due to these re-sales, some have leveraged the unique “business model” to their advantage.</span>\r\n\r\n<span style=\"font-weight: 400;\">A couple of seasons ago, streetwear inspired fashion designer Alexander Wang collaborated with Adidas to create the ‘adidas Originals by Alexander Wang Capsule Collection.’ The line was inspired by a subversive take on the storied sport branding; for instance, the Adidas logo was turned upside down and one shirt had a screen-printed contract between Wang and adidas. The guerilla-style marketing was inspired by the sporting goods re-sell market; a truck driving around New York would make stops, buoyed by seemingly obscure flyers and well-timed social media posts a few hours beforehand. Hypebeasts queued to buy the items handed to them in very distinct packaging:  black plastic garbage bags. As in the garbage bags you throw out, well…garbage in.</span>\r\n\r\n<span style=\"font-weight: 400;\">The re-sell market is a peculiar beast; it’s not necessarily illegal but it’s undoubtedly frowned upon as 13 year-old teenagers scoop up the merchandise in droves only to later sell it at 10 times the markup.</span>\r\n\r\n<span style=\"font-weight: 400;\">The entire transaction of the Alexander Wang and adidas collaboration was a nod to the re-sale culture- beginning with underground-like marketing and ending with the final garbage-bag designed encased wink to the unauthorized nature of the transactions.</span>\r\n\r\n<span style=\"font-weight: 400;\">Ultimately, brands miss out on integrating more deeply into their consumer’s lives when they fail to utilize aspects of the purchasing experience such as the transaction or packaging. It’s not a new notion that the brands consumers buy contribute to representing a certain image they want to convey; however, the proliferation of social media platforms has made self-representation easier to amplify and thus much more enticing. Last year, Instagram expanded its Instagram Direct messaging feature to incorporate a Snapchat-esque feature, Instagram Stories. When </span><a href=\"https://techcrunch.com/2017/04/11/instachat-direct/?ncid=rss\"><span style=\"font-weight: 400;\">the company’s Product Lead for Sharing was interviewed by Techcrunch</span></a><span style=\"font-weight: 400;\">, he stated “There’s a shift right now… with a generation where the main way they communicate is their camera.” If visual imagery is indeed the main way current generations are choosing to “share about” themselves, it would be in a brand’s best interest to figure out how to play a better role so they become more integral in their consumer’s day to day. And if the solution is through a more thoughtfully designed package, perhaps one ready to be photographed, what’s stopping a brand from participating?</span>\r\n\r\n&nbsp;\r\n\r\n<strong><em>Stay tuned for part 3 where we look at how different design cues can serve a bigger purpose beyond \"packaging.\"</em></strong>', 'Design Packaging: Brand as Representation (Part 2 of 3)', '', 'inherit', 'closed', 'closed', '', '1108-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 1108, 'http://cbx.cappendev.com/1108-revision-v1', 0, 'revision', '', 0),
(1258, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', '<em>In <strong>Part 3 of our 3-Parter</strong> blog series examining packaging design, <strong>Vannett Li</strong> and <strong>Krisana Jaritsat</strong> look at emerging design cues brands are exploring as they try to stand out on both a literal and digital shelf.</em>\r\n***\r\n\r\nPackaging’s role on shelf is to attract, engage, and sell. When brick and mortar was the de facto shopping destination for consumers, standing out on  sometimes, a literal shelf in a supermarket or grocery store was one of the primary goals of how brands approached traditional packaging.  Category cliches and functional claims were prioritized over the brand resulting in a sea of uniformity and neon violators shouting “NEW”, “ORGANIC”, “IMPROVED”. Physical constraints of the shelf discouraged innovative structures. An overwhelming amount of brands assaulting the consumer from every angle prevented marketers from launching bold and daring designs in fear that the consumer won’t be able to reliably find their brand. Shopping in store was purely transactional.\r\n\r\nHowever, as shopping migrated online and e-commerce exploding, new considerations had to be made by brands. Design decisions had to reflect and address such issues such as whether your goods were sold on websites like Amazon versus DTC on your own website or how your brands would spread via social media websites like Instagram or Pinterest. However, as result, it’s never been easier and cheaper for a new brand to speak to and build a customer base solely online. Suddenly, packaging design became free from the challenges of a crowded retail environment and the strict constraints of the shelf; instead it could solely focus on engaging the consumer. Brands began utilizing programmable algorithms and digital printing to create limitless design to delight consumers. Two great examples over the past few years was <a href=\"http://www.adweek.com/brand-marketing/ad-day-absolut-143329/\" target=\"_blank\" rel=\"noopener\">Absolut Vodka</a>, one of the first brands to introduce a limited edition range of four million uniquely decorated bottles in 2012, and <a href=\"http://www.coca-colacompany.com/stories/summer-of-sharing-share-a-coke-campaign-rolls-out-in-the-us\" target=\"_blank\" rel=\"noopener\">Coca-Cola</a> which mass-personalize their bottles by replacing the logo with 250 of the most popular American names via their 2014 ‘Share a Coke’ campaign.\r\n\r\nMany other brands have taken advantage of the digital medium to create packaging that not only serves a function but further connect with their brands in interesting and experiential ways. We’ve identified three emerging visual codes – <strong>Personalized Flair, Unshackled Creativity, and No BS</strong>– that will be particularly interesting to keep an eye on.\r\n\r\n<strong>Personalized Flair</strong>\r\n\r\nWhen something is made especially for you, it is instantly more special than any mass design – no matter how many million variations may be out there. It’s exactly how you want it, no alternations or adjustments needed. More importantly you’ve invested the time to create it and the brand has invested time in getting to know you. That’s a pretty powerful bond.\r\n\r\n<a href=\"https://www.bearnakedcustom.com/BearNaked\" target=\"_blank\" rel=\"noopener\">Kellogg\'s Bear Naked</a><span style=\"font-weight: 400;\"> introduced their Custom Made Granola offering in 2016 with the help of IBM Watson. Consumers can choose from 50+ ingredients to create their custom blend or allow “Chef Watson” to suggest a blend based on their personal flavor preferences. After you finalized your custom blend, Bear Naked lets you to name your blend and select one of five bear illustrations to represent your creation.</span>\r\n\r\n<span style=\"font-weight: 400;\">Without the challenges and constraints of an in-store environment, Bear Naked’s Custom Made Granola packaging has the permission to take on a much more confident design. The Bear Naked bear is bear is front and center without being overcrowded by claims. The plastic pouch with a window has been traded up for a premium tin as communicating taste appeal is not a necessity. Paired with bold box and a handwritten note, Bear Naked’s Custom Made Granola is a superior brand experience.</span>\r\n\r\nNew York based startup <a href=\"https://www.functionofbeauty.com/\" target=\"_blank\" rel=\"noopener\">Function of Beauty</a><span style=\"font-weight: 400;\"> is giving its consumers the ability to customize their shampoo and conditioner. Consumers start with a quiz to build your hair profile and tell the brand about your hair goals. Once your profile is complete, you can customize your formulas via scent, fragrance strength and color. A couple of days later, your shampoo and conditioner arrive in a beautifully designed box with directions for washing and conditioning, a full list of ingredients, and two pumps. The inside of the box reminds you to “celebrate individuality.\"</span>\r\n\r\n<strong>Unshackled Creativity</strong>\r\n\r\n<span style=\"font-weight: 400;\">The combination of digital disruption and the increasingly design-conscious consumer have both allowed and pushed brands to tinker with any traditional notions and constraints of packaging. A website like </span><i><span style=\"font-weight: 400;\">The Dieline</span></i><span style=\"font-weight: 400;\"> provide forums for design lovers to analyze and comment on every single detail of a package from the front choices of the ingredients list, the merits logo sizes to the specific Pantone hue chosen for a carton label.</span>\r\n\r\n<a href=\"https://dirtylemon.com/\" target=\"_blank\" rel=\"noopener\">Dirty Lemon</a><span style=\"font-weight: 400;\">, a New York based beverage company specializing in detoxifying beverages infused with collagen, ginseng and charcoal, houses its liquids in bottles seemingly inspired by the artist Piet Mondrian .  The bright colors and geometric designs of the package are tailored-made for the “Instagram generation”- which may be apart of the business strategy itself.</span><a href=\"http://www.thepathmag.com/beyond-the-conventional-dirty-lemon-zak-normandins-story/\"> <span style=\"font-weight: 400;\">In an interview with the fitness and lifestyle blog</span><i><span style=\"font-weight: 400;\">, The Path</span></i></a><span style=\"font-weight: 400;\">, founder Zak Normadin (who comes from an advertising background nonetheless) admits the beginning of his product research started on Instagram, analyzing how his targeted Millennial demographic’s behavior on the platform.</span>\r\n\r\n<span style=\"font-weight: 400;\">Interestingly, with close to 60K followers currently on the platform, the brand posts very few images of the hero bottle itself and instead, choose to highlight wellness and aspirational living. However, a quick search of the brand’s hashtag reveals numerous images of the bottle, carefully art directed against a bare background or lovingly held in hand, by it consumers.  Who would’ve thought charcoal-infused water could look so beautiful?</span>\r\n\r\n<a href=\"https://www.dollarshaveclub.com/\" target=\"_blank\" rel=\"noopener\">Dollar Shave Club</a><span style=\"font-weight: 400;\">, the razor and personal grooming products, began as a VC backed company with a humble value proposition. The brand, started in 2011 by founders who met at a party, delivered razors to consumers via a monthly subscription. The products had cheeky names like “The Humble Twin” or “The Executive” (razors) and “Boogie’s” (hair products); five years later, in 2016, they were acquired by Unilever for reportedly $1 billion in cash. </span>\r\n\r\n<span style=\"font-weight: 400;\">Dollar Shave Club’s unconventional journey, beginning with a unique DTC offer was perhaps indicative of its overall unique marketing. The brand’s irreverent sense of humor is clear in its initial efforts with video marketing - one of its first videos is titled “Our Blades are F***ing Great” – to its social media-ready Welcome Kits and various packaging collateral . By understanding that not only does an unconventional brand deserve unconventional branding but that its brand voice must be consistent throughout its marketing ecosystem, Dollar Shave Club uses its packaging as a method of reiterating its brand time and time again- and often in hilarious ways. </span>\r\n\r\n<a href=\"https://www.shethinx.com/\" target=\"_blank\" rel=\"noopener\">Thinx</a><span style=\"font-weight: 400;\"> is a brand challenging not just traditional notions of product category but of how a product category can be marketed. Self described as period-proof underwear, Thinx is attempting to compete against the entire feminine product category. The majority of marketing for menstruation products is focused on empowerment, activity or the “logistics” of how the product works itself. Thinx approaches menstruation straightforwardly in both its marketing and packaging, sometimes in a cheeky manner (i.e grapefruit and eggs as subject matter, illustrated cartoons as directions) in elegantly muted and sophisticated color tones and photography. While the packages itself may not be as Instagrammable as other brands (which may be more so a result of societal attitudes towards mensturation), they do challenge how a product, often treated as a taboo product, is creatively presented, marketed and communicated about.</span>\r\n\r\n<strong>No BS</strong>\r\n\r\n<span style=\"font-weight: 400;\">Alongside bespoke-ness and creativity, we can address the opposite end of the spectrum: straight-forward, to-the-point, no BS branding. Nowadays, we are repeatedly told of the lack of loyalty customers seemingly have towards brands. The culprit?  Possibly a number of factors- newer generations valuing experiences thus paying less attention to stiff  (and the name on the stuff), more competitive pricing as a result of the number of SKU’s available, consumer desire to align with a brand’s bigger value and purpose to the world, who really knows?</span>\r\n\r\n<span style=\"font-weight: 400;\">What we do know though is the marketplace’s reaction. Not just through products made and sold but how its marketed and packaged. A recent entry into essentially the private label business is Brandless. Launched in Spring/Summer 2017, the e-commerce DTC startup offered an interesting proposition: household and food items all priced at $3. Sans logo or “name” (Is Brandless the name or the notion? Both?), the company sells its products in minimally designed packaging with the product name “Maple Syrup” and “Gel Hand Soap” featured front and centered. Not to say the designs aren’t aesthetically pleasing, they are generic yet pleasant. In bypassing all traditional norms of what constitutes the beginnings of a brand- </span><i><span style=\"font-weight: 400;\">Logo? Name? Easily identifiable aesthetic? </span></i><span style=\"font-weight: 400;\">– instead, Brandless focuses its spotlight on its unique and peerless brand proposition. Perhaps the new emerging visual code of packaging is none at all?</span>\r\n\r\n<span style=\"font-weight: 400;\">The new opportunities that digital provides for brands to connect is unprecedented and uncharted. The traditional functionality that packaging previously provided is now replaced with various ways to entertain, inform, and thoughtfully market not just the product or service being sold but additionally, the brand’s values, intentions and point of view. If done correctly, the experience and design of a package can also have a second life as an emblem for the consumer. If you’re lucky, you too may find your bottle or bag on a buyer’s Instagram’s page….and hopefully they’re remember to hashtag your brand correctly. </span>', 'Design Packaging: Emerging Visual Codes (Part 3 of 3)', '', 'inherit', 'closed', 'closed', '', '1110-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 1110, 'http://cbx.cappendev.com/1110-revision-v1', 0, 'revision', '', 0),
(1259, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', '<em>In <strong>Part 1 of our 3-Parter</strong> blog series examining packaging design, <strong>Sarah Mitty</strong> explores the necessary evolution of packaging design in order to survive  our digital-driven times. </em>\r\n***\r\n\r\n<span style=\"font-weight: 400;\">It is no secret online shopping creates an entirely new purchasing journey for the consumer. What was previously a physical experience of interacting with products has now become virtual as well. Nowadays, thumbnail icons are the new shelf-presence and 3-D zoom is the equivalent to picking up a product and holding it in your hands. Now, packaging not only needs to work on shelf—but also in the digital realm.</span>\r\n\r\n<span style=\"font-weight: 400;\">While the online shopping revolution may make some nostalgic for the days of brick and mortar, online purchasing allows for exciting new opportunities in packaging functionality.</span>\r\n\r\n<strong>From Shopability to Usability</strong>\r\n\r\n<i>In-store Functionality</i>\r\n\r\n<span style=\"font-weight: 400;\">When considering in-store shopping as the primary avenue for consumer interaction, the function of package design is to attract attention on shelf and enhance the experience of in-person interaction. The purpose of packaging for in store is not only to create a visual experience but a tactile one as well.  </span>\r\n\r\n<span style=\"font-weight: 400;\">Product packaging needs to physically work in a store context. This means that a shape-shifting bag of cereal requires an upright box to sit on the shelf, a 12-pack beer needs handles so it can be easily carried and blister packs are a necessity for select products to prevent tampering.</span>\r\n\r\n<span style=\"font-weight: 400;\">Additionally, package design must aim to attract consumer attention. Through maximizing shelf space with attractive colors and unique designs, a product can stand out from the crowd; functional packaging accomplishes the feat of brand recognition. When loyal customers scan store aisles for their favorite product, they are looking for the distinct colors, imagery, and structures associated with the brand. Drastically changing packaging can be a dangerous gamble for in-store shopping. Failure to recognize brand packaging can send a message of inconsistency and confusion over brand personality and values.</span>\r\n\r\n<i>On-line Functionality</i>\r\n\r\n<span style=\"font-weight: 400;\">With the imminent move to digital from all brands, we are not far from a full-blown e-commerce takeover. It’s hard to find something that cannot be purchased online, and more products are now exclusively sold direct to consumers via brand websites.</span>\r\n\r\n<span style=\"font-weight: 400;\">Package design now often lives on a jpeg, and delivery to doorstep is the norm. Many of those with store restraints can become non-issues if products are purchased online. Packaging no longer needs to work on shelf, which means goodbye nail breaking blister packs and hello clear plastic bags of cereal.</span>\r\n\r\n<span style=\"font-weight: 400;\">While it may seem like an exaggeration, is there really problem with stamping your brand name on a non-descript bag and shipping it to consumers? Brand recognition online is all too easy—simply type “Cheerios” into Amazon and up pops every variation of the product you could ever dream of. If consumers see the iconic yellow box online, is it a problem if all they receive is a translucent bag with just the product?</span>\r\n\r\n<span style=\"font-weight: 400;\">There are pros and cons to such an approach of online packaging. A few pros: It can be much more cost efficient; by removing the extra cardboard box, the same product can be sold at a lower price. Additionally, it is much more sustainable. Ditch the box, save a tree.</span>\r\n\r\n<span style=\"font-weight: 400;\">Yet, it is not quite so simple. A possible con is that the product still needs to work in the home, and even if it doesn’t have to sit on shelf in a store, it has to sit on shelf at home. So maybe the flimsy bag of cereal will have to wait.</span>\r\n\r\n<span style=\"font-weight: 400;\">The shipping process also brings new meaning to functional packaging. Now, it is all about facilitating a speedy and damage-free journey for the product from manufacturer to consumer. Keeping products safe throughout shipping requires massive amounts of bubble wrap, cardboard, and other environmentally-damaging materials that would not have been needed in store. So, even if we got rid of the cereal box, we’d need an even stronger cardboard box around the cereal itself to protect it during shipping.</span>\r\n\r\n<span style=\"font-weight: 400;\">Perhaps playing with packaging structure in this way is something that can be explored by brands selling online. Maybe boxes for shipping can become the branded packaging itself. Or packaging can move on from the traditional box structure and take a different form entirely. Without the restrictions of the demanding store shelf, brands can become creative with package design by taking advantage of the opportunities e-commerce brings.</span>\r\n\r\n<strong>Purely Function to Functional Experience</strong>\r\n\r\n<span style=\"font-weight: 400;\">On-line shopping both breaks down barriers and creates new ones for package design. Of those broken down, flexibility in package structure may be the most substantial. Although shipping a bag of cereal may not work (yet), the idea that packaging can break out of traditional molds is an interesting consideration. Product structure can be altered off shelf to better-fit consumer wants, such as ease of use, cost efficiency, and sustainability. While these practical advancements would undoubtedly improve the lives of consumers, even more exciting is the possibility for brands to play with structure in a way that reflects brand purpose.</span>\r\n\r\n<span style=\"font-weight: 400;\">A great example is <a href=\"http://thelmastreats.com/\" target=\"_blank\" rel=\"noopener\">Thelma’s Treats</a>, a small company out of Des Moines. For their deliveries, Thelma’s uses an  innovative box structure that looks like an oven to reflect the fresh-baked cookies inside. This structure would never fit nor be effective on a store shelf due to its size and shape. Yet, since the cookies are sent directly to the home, the oven shaped package provides an exciting unboxing experience that emphasizes brand personality and values.</span>\r\n\r\n<span style=\"font-weight: 400;\">In a similar vein,<a href=\"https://www.trunkclub.com/new-york\" target=\"_blank\" rel=\"noopener\"> Trunk Club</a> provides online personal shopping assistants that send hand picked clothing selections to homes in a trunk-shaped package. Consumers experience a unique unboxing moment when they open their trunk, revealing the surprise clothing pieces their stylist selected for them. Trunk Club uses packaging to enhance user experience in a category where packaging isn’t even entirely necessary. When you shop for clothing in store, there is no packaging involved. However, Trunk Club uses a combination of clever marketing and inventive packaging to send clothing to consumers in a way that is both interactive and exciting.</span>\r\n\r\n<strong>From Excess to Eco-Friendly</strong>\r\n\r\n<span style=\"font-weight: 400;\">There is also possibility to promote sustainability through e-commerce package design. While most brands opt to go the traditional route and ship products in heavily padded cardboard boxes, there is room for innovation to better resonate with environmentally conscious consumers. People want to purchase brands that reflect their values, so consumers who care about the environment may be more partial to a brand that emphasizes sustainable initiatives such as eco-friendly packaging. Zara, for example, recently launched their “boxes with a past life” campaign. When consumers order online from Zara, their purchases arrive in a 100% recycled cardboard box. With the parallel rise of digital commerce and environmental activism, sustainable campaigns are not only smart but culturally relevant. </span>\r\n\r\n<span style=\"font-weight: 400;\">While some brands are already taking advantage of the opportunities that e-commerce packaging provides, many have still not altered their in-store packaging. Although in-store purchases account for 91% of sales, on-line sales are growing rapidly and staying ahead of the curve could have major pay offs.</span>\r\n\r\n<span style=\"font-weight: 400;\">Expect to see many more brands playing with package functionality and structure in the near future. With the unavoidable digital revolution materializing before our eyes, it is crucial to keep up with brands that are providing a superior consumer experience through innovative online packaging.</span>\r\n\r\n&nbsp;\r\n\r\n<em>Stay tuned for part 2 where we look at the new and and unique media and marketing opportunities afforded by smart and thoughtful packaging design. </em>', 'Design Packaging: Package Functionality in the Digital Age (Part 1 of 3)', '', 'inherit', 'closed', 'closed', '', '1107-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 1107, 'http://cbx.cappendev.com/1107-revision-v1', 0, 'revision', '', 0),
(1260, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', 'Choosing a place to eat in the ever-evolving and expanding food scene of New York City can be a daunting task. There are thousands of choices, many of which are convenient, affordable, and pretty tasty. But for myself and many of my peers, choosing a place to eat is about much more than the taste and price tag – it’s actually about being a part of a thoughtful dining experience. In addition to good food and good service, that experience is a result of good branding.\r\nCreating a memorable dining experience (or any type of physical experience for that matter) is done by making connections; connections between the identity of the brand and the physical space, connections from that brand to the customer. From a restaurant’s mission statement to its décor, right down to the logo and the menu, our expectations have changed, and we want that connection in our day-to-day dining experiences.\r\n\r\nThere is a scale of breadth and depth at which restaurateurs are using branding to create a unique experience that’ll make them top-of-mind. On the shallow end of the spectrum, the experience may be primarily aesthetic – a restaurant is memorable because of its use of integrated design elements in both the two- and three-dimensional domain. There are a couple of great examples of this tactic just a stone’s throw away from our office.\r\n\r\n<strong>OXIDO</strong> – 23rd &amp; Broadway\r\nLoud and colorful, these guys aren’t taking themselves too seriously – which is what makes for such a memorable spot to grab a bite at lunchtime. The food is tasty, but it’s really the playful logo and menu, tone of voice (“Get sauced!” says too-cool mascot, El Jefe), and unconventional use of interior finishes that make this space a go-to spot for me.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/06/Untitled.png\"><img class=\"alignnone wp-image-9143 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/06/Untitled.png\" alt=\"Untitled\" width=\"816\" height=\"542\" /></a>\r\n\r\n<strong>INDIKITCH</strong> – 23rd &amp; Broadway (across the street from Oxido!)\r\nThis place does something that I’ve been hoping for since the dawn of assembly line style casual dining – it brings Indian cuisine into the mix! And it’s done in a really clever way. Indikitch uses simple illustration-style menus that make it easy for non-experienced diners by making the cuisine approachable. They also use their simple yet bold color palette of white, charcoal grey and red in a meaningful way to create playful queuing paths from the door to the counter.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/06/Untitled1.png\"><img class=\"alignnone wp-image-9144 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/06/Untitled1.png\" alt=\"Untitled\" width=\"900\" height=\"506\" /></a>\r\n\r\nBeyond the approach of aesthetics, some restaurants use their mission, or reason for being, to drive the design decisions that form your experience. They really make their purpose come to life in the space they live in – using all avenues to be memorable and meaningful. Again, there are some good examples of this right around the corner.\r\n\r\n<strong>DIG INN</strong> – 17th &amp; Broadway (with new shops popping up every few months)\r\nThe affordable “farm to counter” premise is not only brought to life in the wholesome food they serve, but also in its environments in many clever ways. One feels as if parts of the farmhouse have been dropped right into the surroundings. Reclaimed wood, country patterns and low lighting levels seem familiar and give you that warm &amp; fuzzy feeling, all while gobbling up a delicious plate of fresh food.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/06/Untitled2.png\"><img class=\"alignnone wp-image-9145 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/06/Untitled2.png\" alt=\"Untitled\" width=\"817\" height=\"545\" /></a>\r\n\r\nAnother lens that some restaurants use to make a connection to their customers is one of discovery – being that “found” neighborhood gem. With so many chain restaurants out there, the local connection can be a really strong one.\r\n\r\n<strong>PEL’S PIE CO</strong> – Rogers Ave &amp; Lincoln Rd, Brooklyn (my hood!)\r\nServing up fresh pies and quiches daily is what this place is all about, but the charm of the shop and its design is undeniably a large part of why I keep going back, and it’s all related to their unique brand. This shop is located in a relatively sparse block of Brooklyn, and stands out as a one-of-a-kind friendly place to have a cup of coffee and a treat. The décor is that of a familiar country kitchen, but with a fresh color palette that feels bright and modern. A low long counter sits between you and the staff, where you can chat about what’s fresh and take your time choosing which treat to indulge in. The space also leaves one wall exposed to the original crumbling plaster, which brings you back to your urban locale.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/06/Untitled3.png\"><img class=\"alignnone wp-image-9146 size-full\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2015/06/Untitled3.png\" alt=\"Untitled\" width=\"815\" height=\"611\" /></a>\r\n\r\nAnd there you have it – a few of this city’s finest examples of thoughtful dining experiences. Bon appétit!', 'Dining for Design’s Sake', '', 'inherit', 'closed', 'closed', '', '1043-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 1043, 'http://cbx.cappendev.com/1043-revision-v1', 0, 'revision', '', 0),
(1261, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', 'I recently underwent the second most painful renovation a homeowner can experience: the kitchen remodel. (The most painful one, of course, is remodeling the only bathroom in the house.)\r\nAs somebody who works in a client services role, I found it interesting to be on the other side of the coin. Undertaking a home renovation served as a great refresher for some basic, client services tenets:\r\n\r\n<strong>1. Have a clear sense of vision.</strong>\r\nOne of the best ways to ensure success of any redesign project is to have a strong sense of the end goal. In my case, I moved forward with the remodeling in order to enjoy the house for another decade, not to quickly upgrade and sell. That realization helped me tailor the budget, design choices and expectations.\r\n\r\n<strong>2. Hire the right people to guide you through the project, and listen to them.</strong>\r\nHaving grown up with a carpenter father, and having done a number of smaller projects in my home and duplex, I was fortunate to come into this process with a pretty good set of expectations. But it was my first kitchen, and the people I worked with provided a wealth of additional ideas and suggestions. The end result exceeded my wildest expectations because of their input.\r\n\r\n<strong>3. Know your budget, and know when to break it.</strong>\r\nIn looking at countertops, I had planned on going with the decent offerings at a local hardware superstore before finding a company in MN that serves as one of the only American manufacturers of quartz countertops. Through them I found a color and pattern I liked even better, and in the process, got the chance to support an American company and the local economy. It did increase the cost about 15%, but it was a triple win in my book.\r\n\r\n<strong>4. Saving money is great, but sometimes you get what you pay for.</strong>\r\nFor the electric installation, I got estimates from two companies and one journeyman who came recommended from an acquaintance. The journeyman came in at half the price. Everything started great, but then made way to five broken deadlines, multiple no-shows and seven visits when he promised two. It’s now been five weeks since the rest of the project was completed and he’s still not done. The discounted choice cost me an immeasurable amount of personal time, which also has value.\r\n\r\n<strong>5. Plan ahead, and work with all involved to stay on track with timin</strong>g.\r\nBeing three steps ahead of the next phase of your project is vital. You can’t install your appliances next week if they take 6-8 weeks to deliver. How will you cut the hole for the sink if you haven’t purchased it yet? Thinking through all the details before you begin will help you a ton in the end.\r\n\r\nOf course, now that I have a kitchen I love, I’m starting to look at those tired hardwood floors. And isn’t that how it always seems to go?', 'Dream Kitchen Nightmares: 5 Lessons My Kitchen Remodel (Re)Taught Me About Client Services', '', 'inherit', 'closed', 'closed', '', '1020-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 1020, 'http://cbx.cappendev.com/1020-revision-v1', 0, 'revision', '', 0),
(1262, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', '<a href=\"http://cbxblog.com/wp-content/uploads/2010/04/DavidW_Blog_Thumb_nb.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.<p style=\"text-align: left;\">Marketers have long been renaming and reclassifying products that are underperforming.  Instead of phasing out unwanted products or overhauling factories, smart branding can help convince consumers that products are new and beneficial.  Not that long ago, nonfat milk was called “skim milk” and low fat cookies, “diet cookies.”  Ugh, who wants a diet cookie?  Here are my top 5 favorite recent product reclassifications of once-unloved products:</p>\n<img class=\"size-full wp-image-618\" title=\"Crossover\" src=\"/wp-content/uploads/2010/04/Crossover1_11-e1271856104638.jpg\" alt=\"\" width=\"500\" height=\"225\" />\n\nActual Description: Station Wagons\nReclassified Name: Crossovers\n\nCrossover to what?  Middle age?  Soccer practice?  They\'re not as boxy as they used to be, but they are what they are.  Station wagons.  Available from Porsche and BMW all the way down to Honda, these cars are all over the road.\n\n<img class=\"size-full wp-image-624\" title=\"Netbooks1_1\" src=\"/wp-content/uploads/2010/04/Netbooks1_1-e1271791697503.jpg\" alt=\"\" width=\"500\" height=\"235\" />\n\nActual Description: Laptops with minimal features\nReclassified Name: Netbooks\n\nIs this really a whole new category or just a watered down laptop?  We’ll have to wait and see as the shelf life of netbooks may be short, depending on how popular the iPad and other tablets become.\n\n<img class=\"size-full wp-image-625\" title=\"Smoothie1_1\" src=\"/wp-content/uploads/2010/04/Smoothie1_1-e1271791783866.jpg\" alt=\"\" width=\"500\" height=\"246\" />\n\nActual Description: Milkshakes\nReclassified Name: Smoothies\n\nSmoothie sounds healthy right?  Ok, there are some smoothies out there made exclusively from fruit, but more and more these things are filled with fat and calories.  Jamba Juice\'s Chocolate Moo\'d Smoothie, for example, has been ranked the Worst Drink in America with 166 grams of sugar.  That’s as much sugar as 4 cans of coke!\n\n<img class=\"size-full wp-image-627\" title=\"JuiceWater1_1\" src=\"/wp-content/uploads/2010/04/JuiceWater1_1-e1271794602508.jpg\" alt=\"\" width=\"500\" height=\"217\" />\n\nActual Description: Watered Down Juice\nReclassified Name: Juice and Water Blend\n\nJuice and water brands like Apple &amp; Eve built themselves on being 100% juice.  Recently however, juice has been getting a bad rap for its sugar contents.  So, several juice makers are touting Juice and Water blends.  Even the word \"blend\" make these drinks sound special.\n\n<img class=\"size-full wp-image-628\" title=\"BreakfastCookies1_1\" src=\"/wp-content/uploads/2010/04/BreakfastCookies1_1-e1271794651160.jpg\" alt=\"\" width=\"500\" height=\"178\" />\n\nActual Description: Cookies\nReclassified Name: Breakfast Cookies ­- Are you kidding me?\n\nAs a parent, these things infuriate me.  Should anyone really be eating a \"Double Chocolate Chunk\" cookie for breakfast?  How about breakfast cake or breakfast ice cream?  Do we really need to fabricate a new usage occasion for desserts?', 'Dude, You Just Bought a Station Wagon!', '', 'inherit', 'closed', 'closed', '', '929-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 929, 'http://cbx.cappendev.com/929-revision-v1', 0, 'revision', '', 0);
INSERT INTO `wp_posts` (`ID`, `post_author`, `post_date`, `post_date_gmt`, `post_content`, `post_title`, `post_excerpt`, `post_status`, `comment_status`, `ping_status`, `post_password`, `post_name`, `to_ping`, `pinged`, `post_modified`, `post_modified_gmt`, `post_content_filtered`, `post_parent`, `guid`, `menu_order`, `post_type`, `post_mime_type`, `comment_count`) VALUES
(1263, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', '<a href=\"http://cbxblog.com/wp-content/uploads/2010/07/BrianBlog.jpg\"><img class=\"size-full wp-image-1180\" title=\"BrianBlog\" src=\"/wp-content/uploads/2010/07/BrianBlog.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a> by Brian M.\n<a href=\"http://cbxblog.com/wp-content/uploads/2010/12/EasyDrinking.jpg\"><img class=\"size-full wp-image-1839\" title=\"EasyDrinking\" src=\"/wp-content/uploads/2010/12/EasyDrinking.jpg\" alt=\"\" width=\"500\" height=\"300\" /></a>\n\nIn 1986, it was a Mad Dog 20/20… in 1997, a Natural light (or, that one time, when Colt 45 was on the menu)… in 2002, Mike’s hard Lemonade… and, as of last week, <a href=\"http://en.wikipedia.org/wiki/Four_%28energy_drink%29\" target=\"_blank\">Four Loko</a>.\n\nRecently, I had the chance to speak with dozens of patrons stopping in to convenience stores across the southeast. And I asked them what they thought.\n\nLove it  (“I am going to get effed-UP!”) or hate it (“That stuff is nasty!”), everyone had an immediate opinion.\n\nWhat strikes me is that during all these years of “it drink” evolution, nothing much about the target demographic has changed all that much: I am poor and I want to be drunk.\n\nFor some, that is a depressing reality of a life without hope, the coping with a disease without help. For others, it’s a young drinker’s need to budget dollars per percent alcohol, i.e., college.\n\nWhat has changed is the perfect storm of elements that then converged to form a <a href=\"http://www2.potsdam.edu/hansondj/HealthIssues/1043185105.html\" target=\"_blank\">combination so effective</a> that it forced the inevitable – a ban.\n\nWith Four Loko, several key barriers to consumption were removed, maliciously or not, from our target demo’s path:\n\n1. The Image barrier. There is no perceived lower class stigma of consuming a large can of this alcohol—it’s a bright, fun, youthful looking can. The name itself suggests party not poverty.  Schlitz this is not.\n<a href=\"http://cbxblog.com/wp-content/uploads/2010/12/4locolineup-copy.jpg\"><img class=\"size-full wp-image-1845\" title=\"4locolineup copy\" src=\"/wp-content/uploads/2010/12/4locolineup-copy.jpg\" alt=\"\" width=\"498\" height=\"135\" /></a>\n\n\n2. The Taste barrier. Purply, fruity, bubbly and sweet. Why should you have to teach yourself to like beer?\n[media-credit id=  align=\"aligncenter\" width=\"300\"]<a href=\"http://cbxblog.com/wp-content/uploads/2010/12/4locomix2-copy.jpg\"><img class=\"size-full wp-image-1874\" title=\"4locomix2 copy\" src=\"/wp-content/uploads/2010/12/4locomix2-copy.jpg\" alt=\"\" width=\"300\" height=\"214\" /></a>[/media-credit]\n\n3. The Potency barrier. Party time is now and later. Four Loko’s more juiced than a Red Bull and vodka. There’s no question that you will be well on your way after just one of these.\n\n4. The Difficulty barrier. No drinks to mix, no spirits to master. The whole stimulant-packed booze enchilada is a pop-top away.\n\n5. The Price barrier. At $2.50-3.00 per can—which breaks down to roughly 75 cents per serving of alcohol—it’s ideal for the cash-strapped.\n\n6. The “Placement” barrier. There, in the nether regions of the convenience store cold case—half way between beer and energy drinks—Four Loko lives in a perceptually gray area: not beer and sort of an energy drink with more. It’s only a few facings away from Heineken—surely one is meant to ingest the whole can just as quickly.\n\n[media-credit id= align=\"aligncenter\" width=\"300\"]<a href=\"http://cbxblog.com/wp-content/uploads/2010/12/4cec99b1cda34.preview-300.jpg\"><img class=\"size-full wp-image-1853\" title=\"4cec99b1cda34.preview-300\" src=\"/wp-content/uploads/2010/12/4cec99b1cda34.preview-300.jpg\" alt=\"\" width=\"300\" height=\"214\" /></a>[/media-credit]\n\nIt’s not going to win any design awards or product innovation recognition, but Four Loko gets A’s for <a href=\"http://www.brandchannel.com/home/post/2010/11/05/Blaming-Alcohol-Brands-Makes-Everyone-Feel-Better.aspx\" target=\"_blank\">understanding the desire</a> of its target for cheap, easy to swallow thrills and delivering.\n\nHowever, people have died. Someone probably should have checked in with the FDA. But given that particular agency’s typical response time (it’s been <a href=\"http://www.ewg.org/Sunscreens-Get-Flunking-Grade-for-UVA-Protection\" target=\"_blank\">developing guidelines for SPF since 1978</a>!), it’s no surprise the higher-ups at Four Loko didn’t bother.', 'Easy drinking, cheap thrills.', '', 'inherit', 'closed', 'closed', '', '861-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 861, 'http://cbx.cappendev.com/861-revision-v1', 0, 'revision', '', 0),
(1264, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', '<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>\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/01/Eatyourway.jpg\"><img class=\"size-full wp-image-2044  alignright\" title=\"Eatyourway\" src=\"/wp-content/uploads/2011/01/Eatyourway.jpg\" alt=\"\" width=\"261\" height=\"265\" /></a>\r\n\r\nWho doesn\'t want to eat well? And for that matter, have great sex? Baby boomers are starting to age into their sixties and Americans are hitting retirement age in record numbers. This group will <a href=\"http://www.prlog.org/11181572-first-baby-boomer-turns-65.html\" target=\"_blank\">influence the majority of new products</a> which will be introduced in 2011, including food. Because of the economy, many of these individuals will continue to work and will require foods that provide their bodies with energy and stamina to get them through the day and night. As sales of Viagra and other sexual dysfunction medication are on the rise, boomers want to eat foods that help them stay in shape for their nighttime activities, too.\r\n\r\nLook for <a href=\"http://www.vendingmarketwatch.com/web/online/VendingMarketWatch-News/Food-Channel-Releases-Top-10-Food-Trends-For-2011/1$28884\" target=\"_blank\">food products to make bedroom performance</a> claims in the years to come. Obviously there\'s the old standbys of chocolate, wine and oysters.  However, there are many more foods that help keep the engine running. Honey, certain teas, figs and pomegranates are loaded with vitamins and minerals required to produce sex hormones. Nutmeg has gained <a href=\"http://www.associatedcontent.com/article/6056178/nutmeg_the_viagra_for_women_a_fitting.html\" target=\"_blank\">press coverage</a> recently for its reputation as a female aphrodisiac. And some people find produce erotic—bananas, cucumbers and carrots really speak for themselves.\r\n\r\nThe term \"honeymoon\" supposedly came from Europeans who drank honey wine during the first part of their marriage to improve their sexual moxie. Although there\'s probably more old wives tales than proof of the link between food and passionate sex, that\'s no reason why you should shy away from these love potions and sex-enhancing foods. Can you really cook up a great orgasm in the kitchen? I\'d say the answer is, “yes.”', 'Eat your way to good health…and great sex', '', 'inherit', 'closed', 'closed', '', '866-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 866, 'http://cbx.cappendev.com/866-revision-v1', 0, 'revision', '', 0),
(1265, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', '<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/10/Meow_Time22.jpg\"><img class=\"alignleft wp-image-8574 \" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/10/Meow_Time22.jpg\" alt=\"\" width=\"123\" height=\"261\" /></a>\r\nAs long-standing partners to Big Heart Pet Brands, we are often privy to their promotional events and activities. So on one sunny August day, a group of CBXers participated in Meow Mix’s “It’s Meow Time” event at Columbus Circle. We went to show our loyalty and support the cause. And boy did we show spirit… in the form of song.\r\n\r\nThe event was part of a broader <a href=\"http://meowmix.com/itsmeowtime/\" target=\"_blank\">“It’s Meow Time</a>” campaign, which has been a strategic opportunity for Big Heart Pet Brands to reinforce and modernize the classic heritage of the Meow Mix brand. The campaign launched with a video featuring a hilarious EDM version of the jingle, sung by rave cats and backed by DJ Ashworth’s exclusive remix. The event at Columbus Circle encouraged fans and consumers to enter a large, branded, recording booth truck and reinvent the beloved Meow Mix jingle to the tune of their choice.\r\n\r\n<img class=\"wp-image-8550 alignright\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/10/Screen-Shot-2014-10-14-at-Tuesday-October-14-2014-10.53.48-AM-768x1024.png\" alt=\"brand loyalty\" width=\"202\" height=\"269\" />American Idol’s Kellie Pickler was on hand for the day to show us all how it was done, as well as to greet fans and sign autographs. Also there to join the fun was Cleo, Meow Mix’s iconic spokescat.\r\nOur group selected a hip-hop song, but we had the option to choose from country music, punk rock, classical or electronic as the backing for our wonderful jingle. We happily punished the audience with our terribly out-of-tune “meow meows” and then burst into peals of giggles. You can watch us embarrass ourselves in the name of brand loyalty <a href=\"http://www.photosfromyourevent.com/700/m2brbr/\" target=\"_blank\">here. </a>\r\n\r\nAnd thanks to the generosity of Big Heart Pet Brands, the event collected enough money to donate 100,000 meals to the <a href=\"https://www.facebook.com/foodbanknyc\" target=\"_blank\">Food Bank For New York City</a> to help cats in need.', 'Embarrassing Ourselves in the Name of Brand Loyalty', '', 'inherit', 'closed', 'closed', '', '1027-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 1027, 'http://cbx.cappendev.com/1027-revision-v1', 0, 'revision', '', 0),
(1266, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', 'Have you seen him? He’s on-air and online, wandering through highway underpasses and baseball fields with a big bucket of chicken.\r\n<em>Why, hello. It’s me. The Colonel. </em>\r\n\r\nColonel Harland Sanders, the founder of Kentucky Fried Chicken (KFC), sold the company in 1964 but appeared in countless ads for the brand through the 60s and 70s – a big old-fashioned man with Southern fried charm. But Colonel Sanders was more than a real-life spokesperson for the brand – he became a larger-than-life brand equity, a Big Daddy Tennessee Williams style matriarch presented as master of his chicken universe. Even with cane in hand, the Colonel had a formidable power. You believed he was a trusted protector of real meals in the age of fast food, and a true chicken benefactor. In the days before Chick-fil-A and Church’s, when Americans wanted fried chicken, they went to the Colonel. They had a relationship with him.\r\n\r\nAlthough the Colonel passed in 1980, the power of his image continued as the central force in the brand’s identity – his smiling mug was part of the logo, on packaging, and in-store. But the meaning of the Colonel shifted with the passing of a real human presence. Gone was the man who built a business on a chicken recipe, and in its place was a genteel face that was no longer responsible for the chicken, just selling the chicken.\r\n\r\nToday, the Colonel is being resurrected in a 75th anniversary campaign where we are witness to a brand evolving, building new meaning from the old to evolve its brand equity.\r\n\r\nKFC is quite familiar with equity evolution. In the early 1990s, the company chose to drop the “Kentucky,” the “Fried,” and the “Chicken” in order to exist solely as KFC. Although the Colonel’s face still greeted us from every bucket, lost were those attributes that may have seemed culturally irrelevant (e.g. fried) or confining to a singular protein (e.g. chicken) or less meaningful to the brand (e.g. Kentucky).\r\n\r\n“That was a case of throwing the baby out with the bathwater,” said Rachel Bernard, VP, Verbal Strategy at CBX. “The distancing from fried in a culture consumed by Subway Eat Fresh campaigns seemed sound, but abstracting to initials, or empty vessel naming, makes your other equities have to work harder.”\r\n\r\nUltimately, the Colonel became the ONLY thing that spoke to the KFC brand’s robust heritage. With his vintage glasses and goatee, his graphic presence communicated the authentic southern pride behind this brand. We still imagined Colonel Sanders as a man of dignity, a man trusted for many years.\r\n\r\nWell, adios equity dignity.\r\n\r\nIn the new campaign, Colonel Sanders tours the American landscape in a dementia-like state, snickering like a cartoon farmer in the big city, using his cane to pull up lady’s skirts. It’s a pretty serious move. The brand is playing the strongest equity card it has for potentially polarizing laughs, essentially risking the power of its value.\r\n\r\nFrom an equity standpoint, there are a couple of best-case scenarios for the Colonel: either enough people appreciate this character to engender positive brand meaning for a new generation, or he just fades away without doing any major damage.\r\n\r\nAs any 75-year-old brand knows, only time will tell.', 'Evolving Brand Equity: The Resurrection of the Colonel', '', 'inherit', 'closed', 'closed', '', '1046-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 1046, 'http://cbx.cappendev.com/1046-revision-v1', 0, 'revision', '', 0),
(1267, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', '<em><strong>“All we want is to be treated like human beings, not to be experimented on like guinea pigs or patronized like bunny rabbits.” - Veronica Sawyer, Heathers</strong></em>\r\nThirty years ago, when Mark Zuckerberg was just another 4-year-old in Gymborees, the now cult classic movie, “Heathers,” hit the theaters. In it, a clique of quintessential mean girls, each named Heather, outwardly present themselves as the embodiment of well-intentioned social graces, while behind the scenes they fine-tune their expertise in the dark arts of social manipulation.\r\n\r\nToday Mark is one of the richest, most successful tech-entrepreneurs in the history of the world. And the company he created, Facebook, is a full-on Heather – treating the world as its very own Westerburg High.\r\n\r\nOver the past decade or so, we’ve seen Facebook go from being the cute and innocent new kid on the block, to the wunderkind for savvy marketers looking to connect with the young and educated, to the most dominant company in the world when looking to target…anyone.\r\n\r\nNow every brand out there wants Facebook as a friend or a fuck. They’re worshiped at Westerburg…. and they’re only a junior.\r\n\r\nBut their meteoric rise has come with some galactic-size problems. Journalists and industry insiders have been highly critical of The Social Network for some time now (see Kara Swisher, Jaron Lenier, Nikhil Sonnad).\r\n\r\nThoughts on the root cause of their troubles are many: a bad business model that’s predicated on manipulation, a naïve bro-culture drunk on their own Kool-Aid, the sheer unwieldy size of the global Facebook community (2B+ members). All these factors are undeniably key contributors to the hot mess the company has on its hands today. But I’ll offer up one more:\r\n\r\nFacebook is not a brand. And for those responsible for building brands, this should cause concern.\r\n\r\nUm, Did you have a brain tumor for breakfast? Interbrand listed Facebook as the 8th most valuable brand in the world (Lick it up, Disney. #14) And Zuck wrote a 6,000 word essay to introduce their wonderfully noble and ambitious purpose “to give people the power to build community and bring the world closer together” (which no doubt is memorialized in a super slick brand book, so there ya go).\r\n\r\nFacebook does, indeed, have the pieces in place to give it the appearance of being a brand. But it only exhibits the shape of the thing – in reality, it’s pure imitation. This is because, at its very core, Facebook is an algorithm. And the painful irony is that while the algorithm we call Facebook is highly effective at behavior modification and human surveillance, it has no more sense of what it means to be human than a slot machine or a satellite dish.\r\n\r\nSo, what’s your damage?\r\n\r\nFor starters, Facebook has never been willing to define exactly what it is. Insiders have described it as a social network, a social platform, an online community, even a utility. Many outsiders claim Facebook is a media company, pointing to content distribution and its ad model as evidence of its truest nature. But it’s this pattern of an unwillingness to commit to any clear definition that is most telling. The only true commitment the company has shown is to growth itself, which is a perfectly fine direction for an algorithm. But it’s deadly for a brand. Without a clear sense of self and the guardrails to keep you centered, you’re not a brand - you’re an opportunist.\r\n\r\nFacebook’s undefined “what” has led to questionable “hows.” In his new book, “10 Arguments Why You Should Delete Your Social Media Accounts Now”, Jaron Lanier, refers to products like Facebook as B.U.M.M.E.R. Machines - Behaviors of Users Modified, and Made into an Empire for Rent. Doesn’t have quite the pep of “bringing the world closer together,” does it? But it’s a much more accurate description of their model. Growth in users and time spent on Facebook is paramount. More people and more time spent means more data and more value to marketers and politicians seeking to connect with their target audience.\r\n\r\nSo how do they maximize engagement? By “exploiting vulnerability in human psychology” to make it more addictive, according to Facebook’s founding president, Sean Parker. Features such as the “like” button give you the high and positive feedback loop that makes you want to come back for more.\r\n\r\nBut even more addictive than hits of positivity are hits of rage. As J.D., the teenage anarchist in “Heathers,” points out, “The extreme always seems to make an impression.” Facebook’s algorithm is designed to continually adapt user feeds in ways that maximize engagement. And as humans, we tend to feel a greater sense of urgency to express our disgust than our gratitude. Therefore, bad behavior is often rewarded more than good. Given that, it’s no wonder the platform has been weaponized by bad actors like Alex Jones of Infowars and hostile foreign powers like Russia’s GRU. Facebook was designed for them.\r\n\r\nThe net effect has been clear. Studies show time and again that Facebook makes us feel bad. It’s become a genuine threat to liberal democracies around the world. And it has even been used as tool to distribute disinformation and hate speech that fueled mass chaos and murder in Myanmar. But hey, that’s life at Westerburg, amirite?\r\n\r\nTo be fair, Facebook has of late acknowledged the mistakes it has made and has taken some steps to address them. Alex Jones is no longer on the platform. They have invested in identifying and removing fake accounts and limiting the misinformation. But this has only come as a result of investigative journalists exposing, time and again, the glaring lack of responsibility and accountability (not to mention self-awareness) that we would ordinarily expect of a trusted brand.\r\n\r\nIn order to be a brand you not only have to state what you’re for, you have to take a stand on the things that you’re against. You have to have the courage of your convictions – especially when it’s most difficult. Patagonia’s CEO, Rose Marcario, in a recent Recode Decode interview stated, “You can’t call Facebook a community, and then say I’m the leader of this company but I have no responsibility to what happens in the community. You know?”\r\n\r\nBut I guess you can, if you’re not really a brand.\r\n\r\nWhich brings us back to their shiny new purpose: “To give people the power to build community and bring the world closer together.” It has the sound of a noble ambition but substance of a lab experiment. Giving people the power to build community is not the same as actually building community – it’s not the same as defining what community should be and taking responsibility for its impact.\r\n\r\nDoes Facebook care about the type of communities being built? If they are true or false? Benign or malignant? Peaceful or violent? Is giving the power to build white supremacist communities on par with giving the power to build knitting communities? Shouldn’t the quality of communities matter more than the sheer volume?\r\n\r\nSimilarly, progress made in bringing the world closer together doesn’t automatically need to be measured in volume and scale. It could, and rightly should, be measured in the quality of connections and the positive impact made as a result of those connections. By these standards, Facebook is a complete disaster.\r\n\r\nAnd that’s because Facebook’s code is not derived from a universal human need for community, but rather from engineers tasked with trying to own every human connection in the world – a goal that is as hollow as it is destructive.\r\n\r\nSo now ask yourself: How tight should your brand be with this Heather? When another disaster hits – and it surely will – how long before the community at Westerburg not only looks to take down the Heathers, but their enablers as well?', 'Facebook Me Gently With A Chainsaw', '', 'inherit', 'closed', 'closed', '', '1130-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 1130, 'http://cbx.cappendev.com/1130-revision-v1', 0, 'revision', '', 0),
(1268, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', 'Social media platforms have begun to undermine conventional marketing strategies for traditional brands as Twitter feeds and YouTube parodies deconstruct and redefine their meaning via the almighty “world of mouth.” Where brand truisms were once decided over an afternoon Scotch with Don Draper, today we find ourselves belaboring over an Instagram hashtag to understand how it has so quickly re-purposed our brand essence without us. Not only must brands now continually keep tabs on their consumers but also on their clear and purposeful messaging across media platforms. If not, they risk having little impact or relevance, no matter how timely their Facebook responses or photo updates.\r\nAnd what about the influence of social media on our own personal brands? The same rules seem to apply.\r\n\r\nThe way corporate brands have sought to convey consistent messaging is similar to the way many millennials have begun to convey their own personal brands. And social media platforms have only fueled our desire to build social capital. The Web is no longer a place where anonymity rules or boorish alter egos come out to play. We now live in it and our identities have become bound and defined by it. Case in point: consider the amount of time we spend filtering Instagram pictures. Earlybird, Lo-fi, or Hefe? Alarming.\r\n\r\nThe world of nonstop status updates have forced us to be strategic and particular about the ways we self promote. How do we stick out? How are we going to be remembered? In the world of social media, lasting impressions are made only if we promote our brand consistently—across Pinterest, Facebook, Twitter, and now (drumroll) Tinder.\r\nNewly formed habits or unpredictable behaviors must be spared in order to leverage our ownable strengths. The Web is too big of a playground for people to showcase multiple areas of expertise. You can’t be seen as the funny friend if your personal media content ranges from self-deprecating humor to high-end fashion. Even more important than owning a descriptor is the integrity that’s at stake (albeit, online) with contradictory tendencies. Human beings are inclined to embrace consistency in their commitments, attitudes and actions in a variety of situations as it strengthens our identities. Nobody wants to bear the scrutiny of  “poser-like” behavior, especially online, where all of our worlds collide.\r\n\r\nFacebook’s imminent launch of “graph search”—a tool that allows users to locate any information relative to their friend’s photos and interests—will be akin to the ease of Googling a restaurant location nearby, and will further expose our online behaviors (assuming this information is shared, of course). These refined search methods will instantly reveal “Photos of Meg, from 2009-2011.” As our interests and online lives become more accessible and inextricable, will the pressure to withstand the creation of different online identities and images increase?\r\n\r\nAs is, our streamlined personalities are becoming self-contained and homogenous, reducing the reality of human complexity to “like” clicks, @ user names, RT’s and getting “linked in.”', 'Filter me this…', '', 'inherit', 'closed', 'closed', '', '966-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 966, 'http://cbx.cappendev.com/966-revision-v1', 0, 'revision', '', 0),
(1269, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', 'Last week I took my Mom (at her request, of course) to see one of her favorite artists, Jason Mraz. Since I wasn\'t really familiar with his music, I found myself concentrating less on his melodies and more on his stories. There was one song in particular that really captured my attention––“Shine,” inspired by the short film Powers of Ten by Charles and Ray Eames.\r\n<iframe src=\"//www.youtube.com/embed/0fKBhvDjuy0\" width=\"630\" height=\"450\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"></iframe>\r\n\r\nIn the film, Charles and Ray Eames use the system of exponential powers at a rate of 10 (or the effect of adding or subtracting another zero) to visualize the importance of scale. The film begins with a close-up of a man sleeping on a blanket; the camera zooms out and away from Earth and into the atmosphere exploring the depths of the universe. Eventually, the camera descends back to Earth, proceeds to enter the human body and explores the very DNA that makes us who we are.\r\n\r\nAfter viewing the film, I asked myself how often we look beyond what’s right in front of us. The film isn’t only about the relative size of things in the universe but about changing your perspective, taking a step back from your everyday landscape and finding inspiration through a different lens. We\'re all professional multitaskers, often having conversations and sending emails simultaneously. But sometimes, falling into these habits can limit our ability to look at the big picture.\r\n\r\nAs creatives, changing perspectives is something we need to do. If we continue to approach a problem in the same way, every time, we are only going to get the same results.\r\n\r\nSince the Jason Mraz concert, I’ve been making a concerted effort to break old habits, freshen my perspective and subsequently, my work. I’ve found that inspiration comes from unexpected places, no matter how big or small. Here are a few, simple changes I’ve made and recommend, which have helped me expand my horizon:\r\n\r\n• Change your commute. Turn off autopilot and see something different on your way to work.\r\n• Disconnect. Put down the cell phone; it\'s life’s biggest distraction. Be present and observe your surroundings.\r\n• Mix it up. Stop looking for inspiration in the same places. Pick up the latest issue of Vogue, go to the Whitney, see an independent film or shop around. Our surroundings have so much to offer and more inspiration is waiting to be found.\r\n• Get in touch with Mother Nature. Get out of the artificial cloud and admire the real clouds! Feel a part of something alive and constantly changing.\r\n\r\nI didn’t go to the Jason Mraz concert expecting to walk out with a new perspective on life and my career, but somehow it inspired me to rethink my journey. Keep your eyes open, because inspiration might hit you when you least expect it.', 'Finding Inspiration When it\'s Least Expected', '', 'inherit', 'closed', 'closed', '', '1026-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 1026, 'http://cbx.cappendev.com/1026-revision-v1', 0, 'revision', '', 0),
(1270, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', '<a href=\"http://www.cbx.com/blog/rebranding-a-person-is-it-possible/\" target=\"_blank\">Earlier this year</a>, I commented on how I would advise the team responsible for branding Hillary Clinton’s political campaign. Well, last month <a href=\"http://www.fastcodesign.com/3045490/how-to-build-a-brand-in-5-days\" target=\"_blank\">Fast Company</a> commissioned UK-based branding agency Moving Brands to rebrand Hillary after her 2016 bid announcement caused commotion in the design community. The hypothetical rebrand developed creative executions to bring it to life—and yielded a very similar conclusion to mine.\r\nI recommended applying a framework of the role, personality and behaviors that should be emphasized to create a unified presentation of Hillary’s beliefs. I said she should adopt the role of the “sage” and demonstrate personality traits of self-awareness, discernment and discipline to set herself apart from her contenders. Turns out, I was in good company.\r\n\r\nThe Fast Company article similarly suggests that Hillary demonstrate her role as the wise leader by showing that “there is a better way,” implying that she can help guide America there. Also, the main thrust of the campaign execution comes in the form of a tagline, “make it real.” This speaks to the personality traits I had suggested—discernment (being able to judge what people truly need) and discipline (making it happen). From a verbal style and tonality standpoint, using an imperative verb tense creates a command sentence structure, and the tonality of the language issues a confident challenge...as if encouraging readers to join a movement and take responsibility in being a part of the solution.\r\n\r\nWhat we can learn from the results of these efforts is that Hillary needs to convey authenticity, judgment, discipline, and assume the role of “wise leader.” There are different ways it can come to life creatively, but nailing her fundamental brand position is key.', 'First things first, nailing the brand called \"Hillary\"', '', 'inherit', 'closed', 'closed', '', '1039-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 1039, 'http://cbx.cappendev.com/1039-revision-v1', 0, 'revision', '', 0),
(1271, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', 'Growing fresh and healthy food is a founding value for the French. I grew up in a small town in the western region of France, and as a child, avoided eating processed foods until I moved to Paris at the age of 15. Even then, a healthy diet remained a part of my daily life. Paris today has 82 farmers’ markets and 3 organic farmers’ markets that run 2 to 3 days a week, all year round. The city also boasts around <a href=\"http://www.lepoint.fr/economie/grande-distribution-trop-de-magasins-casino-a-paris-22-12-2010-1278410_28.php\" target=\"_blank\">675 large grocery stores</a>.\r\nSo imagine my surprise when I first moved to the U.S. and learned that not everyone had equal access to healthy food. Neighborhood pockets in cities like New York seemed to offer little options for fresh and affordable food. (How’s this for a contrast: there are approximately 450 Dunkin’ Donuts locations in Manhattan alone; I could only imagine the impact each store might have should they carry pâté, cheese and other savory French delights instead!).\r\n\r\nCBX’s recent project for the hunger relief organization Philabundance—to design a prototype for <a href=\"http://supermarketnews.com/retail-amp-financial/non-profit-store-open-pa-food-desert\" target=\"_blank\">Fare &amp; Square</a>, a not-for-profit grocery store in PA—has made me think about these inequities even more. In our work for Philabundance, I’ve also been introduced to phrases like “food deserts”—urban areas with little or no access to large grocery stores that offer fresh and affordable food choices necessary to maintain a healthy, balanced diet. According to <em>American Journal of Preventive Medicine</em>, the highest rates of obesity exist in areas that lack large supermarkets, while the lowest rates exist among residents who live close to (and thus have <em>access to</em>) these supermarkets. As filmmaker Byron Hurt recently observed in the award-winning documentary “Soul Food Junkies,” this disparity in access is tantamount to a “<a href=\"http://www.dailykos.com/story/2013/01/18/1180182/-Food-Racism-What-Genocide-Looks-Like-in-the-21st-Centuryhttp://\" target=\"_blank\">21st century genocide</a>”.\r\n\r\nBut the good news is, trends are slowly shifting with a variety of new initiatives that aim to rebuild local food systems across the country.\r\n\r\nRecent initiatives here in New York City include:\r\n\r\n- <a href=\"http://www.nyc.gov/html/misc/html/2009/fresh.shtml\" target=\"_blank\">FRESH</a>, a city program that offers financial incentives to operators or developers who choose to open new grocery stores or help existing ones in neighborhoods that lack healthy food stores.\r\n- <a href=\"http://www.healthycornerstores.org/the-healthy-bodegas-initiative-bringing-good-food-to-the-desert\" target=\"_blank\">The Healthy Bodega Initiative</a>, created jointly by the Department of Health and the Healthy Corner Stores Network, which educates local storeowners on the importance and benefits of <a href=\"http://www.theatlantic.com/health/archive/2012/04/the-healthy-bodegas-initiative-bringing-good-food-to-the-desert/255061/\" target=\"_blank\">selling fresh produce</a>.\r\n- The <a href=\"http://www.greenthumbnyc.org/about.html\" target=\"_blank\">GreenThumb</a> initiative, in which the Department of Parks &amp; Recreation assists in the development of community gardens throughout the city (today, GreenThumb oversees over 500 gardens, from schoolyard gardens to community gardens, and remains the largest urban gardening program in the nation).\r\n- The <a href=\"http://articles.washingtonpost.com/2012-04-17/lifestyle/35451714_1_green-carts-fruit-and-vegetable-carts-tisch-illumination-fund\" target=\"_blank\">NYC Green Cart</a> Initiative, another initiative from the Department of Health, which helps bring fresh fruits to underserved communities.\r\n\r\nNational food initiatives include:\r\n\r\n- <a href=\"http://en.wikipedia.org/wiki/Community_food_projects\" target=\"_blank\">Community Food Projects</a>, a federal domestic assistance program that offers one-time grants to nonprofit organizations that aim to develop local solutions to food access in under-resourced areas (grant awards can total $250,000.)\r\n- <a href=\"http://en.wikipedia.org/w/index.php?title=Food_Desert_Oasis_Act&amp;action=edit&amp;redlink=1\" target=\"_blank\">Food Desert Oasis Act</a> (pending). The bill identifies food desert zones nationwide and encourages individuals to open businesses in those areas; qualified businesses, in turn, become eligible for various benefits from the federal government.\r\n\r\nCreating awareness is ultimately the first step. The more people understand the issues and the consequences, the more progress can be made. First Lady Michelle Obama said it best in her address for the launch of the Let’s Move! campaign last fall:\r\n\r\n\"The physical and emotional health of an entire generation… is at stake. This isn\'t the kind of problem that can be solved overnight, but with everyone working together, it can be solved. So, <a href=\"http://www.letsmove.gov/\" target=\"_blank\">LET’S MOVE</a>.\"', 'Food for Thought', '', 'inherit', 'closed', 'closed', '', '968-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 968, 'http://cbx.cappendev.com/968-revision-v1', 0, 'revision', '', 0),
(1272, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', 'Big news, food manufacturers, the FDA is making changes to the nutrition facts label. All food manufacturers will be expected to comply with these changes by July 26, 2018.\r\n<strong>What does this specifically mean for you? It means you’ll be:</strong>\r\n\r\n– highlighting calories and servings, so consumers can make more informed food choices\r\n– indicating “added sugars” instead of just “sugars”\r\n– disclosing “per serving” and “per package” calorie and nutritional information (because who ever really follows the recommended “per serving” information anyway)\r\n\r\n(as well as several other changes, but these three are the big ones)\r\n\r\nA few suggestions for you to consider when making these changes:\r\n\r\n<strong>1. Stay calm and be true to your brand</strong>\r\n\r\nRemember it’s all about authenticity these days. Don’t try to reinvent your brand as something it’s not. Consumers buy your brand and love it for a reason. Continue to do what you do best – stay true to you.\r\n\r\n<strong>2. Educate your consumers</strong>\r\n\r\nTell your consumers all the good stuff happening in your product. While many of the changes seem like doom and gloom (hello 45g of sugar in a 100% juice brand). There are a lot of great things to tell consumers about your brand too. Such as, despite being high in sugar, they get 100% of the daily value of vitamin C and there are 0 added sugars (zero, as in nada – nothing). You should also consider moving some of your brand’s positive attributes to the front panel.\r\n\r\n<strong>3. Plan ahead</strong>\r\n\r\nInstead of only making the changes required by the FDA, think ahead. Remember points 1 &amp; 2 above (“be true to your brand” and “educate your consumers”), now is the time to plan and make global changes to your brand’s front and back panel labels at the same time. We see this as a time to get smart and maximize efficiencies.', 'Food for thought on the new FDA label', '', 'inherit', 'closed', 'closed', '', '1068-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 1068, 'http://cbx.cappendev.com/1068-revision-v1', 0, 'revision', '', 0),
(1273, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', 'Are graphic designers weakening their own artistic talents? Are new digital tools stripping away fundamental skill sets? Are we becoming an unoriginal, regurgitated production line?\r\nMy belief has always been that “design is a great idea.” Execution is important, but the process is paramount. To generate an idea, one has to shuffle through her imagination as well as outside influences. That’s the easy part. Translating that into a clear and tangible thought, and then onto paper, is the challenge. To be able to sketch what’s in one’s own head is far more convincing than just referencing other peoples’ work.\r\n\r\nAm I the only one who fears that the tools we use today are taking away from fundamentally important skill sets? For example, keyboards are now affecting the original art form of clear and legible handwriting. As Paul Bloom of Yale University notes, “With handwriting, the very act of putting it down forces you to focus on what’s important... maybe it helps you think better.”\r\n\r\nTo cap it off, the digital tools and programs of today are mesmerizing but poor substitutes for individuality and thought. This could be a trap into which the next generation of designers and artmakers is falling. We end up producing “robotic”, and often too similar, designs.\r\n\r\n“No one will be able to tell a machine-man from mortal.” - \'Metropolis\', film, 1927', 'Food for Thought: Man vs. Machine', '', 'inherit', 'closed', 'closed', '', '1021-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 1021, 'http://cbx.cappendev.com/1021-revision-v1', 0, 'revision', '', 0),
(1274, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', 'It seems as if the frozen yogurt craze—and talk about a franchise frenzy with all the Red Mangos, Pinkberrys and Yogurtlands across the country—is finally slowing down a bit! As much as Froyo might pick up again this summer, there’s been a bit of a step back to the basics: good ole yogurt.\r\nIf you’ve taken a look at the dairy aisle recently, you couldn’t have missed the plethora of new yogurts that have hit the shelf (if you’ve always thought of yogurt as a bit bland or boring, think again). There are drinkable yogurts, fruit- infused yogurts, Greek yogurts, protein yogurts… the list goes on and on. What’s remarkable is that here in New York we’ve even had two yogurt stores open up in the last year: <a href=\"http://www.yogurtculturecompany.com/\" target=\"_blank\">The Yogurt Culture Company</a>, which is a subsidiary of Dannon, and <a href=\"http://chobanisoho.com/\" target=\"_blank\">Chobani SoHo</a>, a Mediterranean yogurt bar.\r\n\r\nWith its “good” bacteria, yogurt is not only healthy but a great base to “dress up” and pair with accent ingredients for a snack, or be used itself as an ingredient to supplement another dish. But with the great number of yogurt options for consumers to choose from, how will each yogurt brand differentiate itself?\r\n\r\nHere are a few that stand out:\r\n\r\n&nbsp;\r\n\r\n<strong>Yoplait Simplait</strong>\r\n\r\n<img class=\"size-full wp-image-6001 alignleft\" title=\"Lucila3\" src=\"http://www.cbx.com/wp-content/uploads/2013/02/Lucila3.jpg\" alt=\"\" width=\"81\" height=\"117\" />\r\nIt has “just 6 simple ingredients” and reminded me of the gimmicky Haagen-Dazs Five by trying to reinforce the product’s purity and simplicity (which of course should always be consumed in moderation). The handwritten name is easy and uncomplicated, and represents how the product is made.\r\n\r\n&nbsp;\r\n\r\n<strong>Müller FrütUp</strong>\r\n<img class=\"size-full wp-image-6014 alignright\" style=\"margin-top: -2px; margin-bottom: -2px;\" title=\"Lucila4\" src=\"http://www.cbx.com/wp-content/uploads/2013/02/Lucila41.jpg\" alt=\"\" width=\"107\" height=\"139\" />They claim to have turned yogurt on its head with a “luscious layer of fragrant fruit mousse.” This “sumptuous” yogurt lured me in by exposing its contents, which you rarely see in the yogurt category. Just by looking at its fruit imagery on pack, you get a good idea of what you can expect the mousse to taste like.\r\n\r\n&nbsp;\r\n\r\n<strong>Chobani Bite</strong>\r\n\r\n<img class=\"alignleft size-full wp-image-6004\" style=\"margin-top: -5px; margin-bottom: -5px;\" title=\"Lucila5\" src=\"http://www.cbx.com/wp-content/uploads/2013/02/Lucila5.jpg\" alt=\"\" width=\"190\" height=\"136\" />\r\nThis is a new way to enjoy <span style=\"color: #000000;\"> the already popular Chobani </span>Greek yogurt by dialing up its indulgence. The flavor variations of these little cups sure do pack a flavor punch. Adding a more premium flavor like fig makes this stand out from the rest.\r\n\r\n&nbsp;\r\n\r\n<strong>Powerful Yogurt</strong>\r\n\r\n<img class=\"size-full wp-image-6032 alignright\" title=\"a_190x190\" src=\"http://www.cbx.com/wp-content/uploads/2013/02/a_190x1902.jpg\" alt=\"\" width=\"129\" height=\"129\" />Aimed specifically towards active men, this Greek yogurt holds 20 grams of protein per cup. Hailing from Miami Beach, it’s no wonder that this yogurt is positioned to motivate men to eat healthy and achieve abs like those we see on Greek sculptures. The dark colors definitely pop off shelf amid a mostly female dominated category.\r\n\r\nIt’ll be interesting to see how these new brands tell their stories and communicate to their intended consumer audience. These trends also serve as a lookout for old yogurt brands to review their portfolios and do whatever is necessary to stay ahead of the incoming competition. Whether you make yogurt a daily habit or only choose to have it once in a while, I’m sure there’s something out there that will tickle your taste buds.', 'Forget Froyo, Yogurt is Back in Style!', '', 'inherit', 'closed', 'closed', '', '971-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 971, 'http://cbx.cappendev.com/971-revision-v1', 0, 'revision', '', 0),
(1275, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', '<a href=\"http://cbxblog.com/wp-content/uploads/2011/05/RachelK.jpg\"><img class=\"size-full wp-image-3065 alignnone\" title=\"RachelK\" src=\"/wp-content/uploads/2011/05/RachelK.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a>\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/12/Target1.jpg\"><img class=\"size-full wp-image-3814 aligncenter\" title=\"Target1\" src=\"/wp-content/uploads/2011/12/Target1.jpg\" alt=\"\" width=\"432\" height=\"324\" /></a>\r\n\r\nIs it me, or does the new Target “Fresh” advertising campaign leave you feeling a little flat? I have walked by countless ads in subway stations, and driven by billboards on the BQE and West Side Highway, and for the life of me, I just can’t get over how bad they are.\r\n\r\nLet me clarify: By other brand standards, these ads would be fine – vast improvements, perhaps. They feature beautiful photography, Target’s trademark use of white space, and clean messaging. But because I have such high expectations for Target’s campaigns (and also because I am a copywriter by trade), I’ve been hypercritical about what I’m seeing. I guess my criticism says a lot about Target. How many brands consistently put out award-winning advertising campaigns, ones that make you want to immediately run out to the store and buy the latest products and capsule collections (see my past blog, “<a href=\"http://cbxblog.com/?p=3605\" target=\"_blank\">Missoni Madness</a>”)? The fact that they consistently inspire such excitement in consumers is precisely what makes me wish they’d tried a little harder with these ads.\r\n\r\nBut let me give you a little history. Target launched the <a href=\"http://pressroom.target.com/pr/news/target-offers-a-handpicked-selection.aspx\" target=\"_blank\">campaign</a> in 2010, keeping some of the copy lines universal while customizing others for specific cities, as Target started offering fresh food in their stores there.\r\n\r\nThe fresh campaign hit the New York metropolitan area this summer, and suddenly it seems like it is everywhere. The general lines, such as “Get ready, Get fresh” (or sometimes just, “Fresh”) are okay, but certainly not up to par with what I’ve come to expect from Target. And some of the more specific lines – like the one on a billboard on the Brooklyn-Queens Expressway that reads, “From the Sound to the Bay” left me perplexed for hours. What exactly does that mean? Clearly they are not insinuating that bananas and spinach come from the Long Island Sound?\r\n\r\n<img class=\"alignleft size-full wp-image-3815\" style=\"margin: 2px;\" title=\"Target2\" src=\"/wp-content/uploads/2011/12/Target2.jpg\" alt=\"\" width=\"185\" height=\"185\" />\r\n\r\n“Cut ‘em some slack,” you’re probably saying right about now. But my ranting is really just a word of warning to Target. Part of the reason why the Fresh campaign is on my radar in the first place is because of the terrific work CBX has done this year with Duane Reade and Walgreen’s, both of which have already ramped up their <a href=\"http://www.csnews.com/article-drugstores_continue_to_expand_fresh_foods-2111.html\" target=\"_blank\">fresh offerings</a>. So while Target has been a big box leader for many years, I think the retailer will likely need to look over its shoulder a little more frequently now that drugstores are infringing on their territory. In the meantime, I will keep my eyes peeled for its holiday advertising campaign, which is almost guaranteed to be awesome.', 'Fresh? I\'m not sure about that', '', 'inherit', 'closed', 'closed', '', '903-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 903, 'http://cbx.cappendev.com/903-revision-v1', 0, 'revision', '', 0);
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(1276, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', '<a href=\"../wp-content/uploads/2010/02/Sandra_blog_thumb_nb-e1271783381536.jpg\"><img title=\"Sandra_blog_thumb_nb\" src=\"../wp-content/uploads/2010/02/Sandra_blog_thumb_nb-e1271783381536.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a>\r\n&nbsp;\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/08/Untitled1.png\"><img class=\"alignnone size-full wp-image-3409\" title=\"Untitled1\" src=\"/wp-content/uploads/2011/08/Untitled1.png\" alt=\"\" width=\"432\" height=\"324\" /></a>\r\n\r\n&nbsp;\r\n\r\nWalking through Chicago O’Hare the other day I noticed a cute pop-up style shop for a fancy looking, seemingly imported chocolate brand called <a href=\"http://www.vosgeschocolate.com/\" target=\"_blank\">Vosges</a>. Much to my surprise, the back of the Mo’s Bacon Bar featured the story of the founder, <a href=\"http://www.womenonbusiness.com/katrina-markoff-named-woman-of-the-year-by-american-express-and-entrepreneur-magazine/\" target=\"_blank\">Katrina</a>, as well as her inspiration for the recipe and her company.\r\n\r\n&nbsp;\r\n\r\nI checked the production location, expecting to see an exotic French address, given that Vosges is a department in northeast France. But alas! Vosges is from Chicago in the good old US of A!\r\n\r\n&nbsp;\r\n\r\nSo what can we learn from a Midwestern candy entrepreneur about branding? The answer is – a lot!\r\n\r\n&nbsp;\r\n\r\nThe overall branding makes Vosges seem exotic, artisanal and giftable, with an underlying nod to indulgent luxury mixed with approachability. This combination is what makes the brand stand out.\r\n\r\n&nbsp;\r\n\r\nLet’s take a quick look at how Vosges does this in five easy steps.\r\n\r\n&nbsp;\r\n\r\nStep 1: Use a foreign name, real or made up.\r\n\r\nLet’s be honest. Anything French that is related to food sounds tasty. Chocolate has long been part of the French elite, with King Louis XV eating it regularly at breakfast, and we have the French to thank for that irresistible treat, the chocolate croissant! Plus, the made-up name (intended to look Scandinavian) worked really well for Haagen-Dazs, so why not?\r\n\r\n&nbsp;\r\n\r\nStep 2: Use supporting design elements.\r\n\r\nThe website conveys 19<sup>th</sup> century aesthetic and fonts with extravagant flourish, and the logo uses that 19<sup>th</sup> century French “metropolitain” font. The choice of purple signals luxury, and the gifting packaging (stripes, bows) suggest indulgence.\r\n\r\n&nbsp;\r\n\r\nStep 3: Leverage language to the fullest.\r\n\r\nThe linguistic elements of the brand include prolific adjectives for embellishment, such as the description that “dark chocolate surrounds the molten, salt-spiked, soft caramel center.” Every aspect of the language makes the taste experience sound delectable.\r\n\r\n&nbsp;\r\n\r\nStep 4: The product must support the brand objective (duh!).\r\n\r\nIn this case, Vosges uses exotic ingredients, some of which are imported (better stated – “flown in”) from far away countries, even if they might be ordered online and Fedexed in. Far away ingredients sound better paired with country of origin, like African rooibos tea, Tibetan goji berries, or even an appealing adjective, like the more common sweet Indian curry. Heck, even “local” ingredients sound exotic, like Michigan cherries or Black Hawaiian sea salt. All of these elements combine to form an air of excitement. However, part of the uniqueness of Vosges is conveyed through the pronunciation guide of the exotic ingredients (e.g., the phonetic spelling of “Oaxaca”). It’s not so fancy that you are looked down upon for not knowing how to pronounce what’s inside.\r\n\r\n&nbsp;\r\n\r\nStep 5: Include a compelling story that connects with consumers.\r\n\r\nThe Vosges brand story is one of the unique aspects of the brand. Katrina shares her personal story and is pictured on the packaging itself, lending an intimate feel to the brand. This makes the chocolate seem real, hand-made -- not like something manufactured by a large corporation but by an actual human being! Plus she is promoting causes she cares about, which makes her seem like a good person who is not just out to make money. We live in an age where we want to know about people’s personal lives, so it is intriguing, compelling and refreshing to see this on a chocolate bar.\r\n\r\n&nbsp;', 'From France (Er, I mean Chicago) With Love, Home Grown VOSGES Brand Gets It Right', '', 'inherit', 'closed', 'closed', '', '891-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 891, 'http://cbx.cappendev.com/891-revision-v1', 0, 'revision', '', 0),
(1277, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', 'Gaining new insight on design and brand strategy is essential for us to continue to be experts and innovators in our field. That’s why we sent our Engagement Director, Damien Moore-Evans, to the Fuse 2018 conference to observe the latest tools and knowledge leveraged by some of the top performers in the industry.\r\nA spotlight on pioneers and scene-stealers from both well-known brands and design startups, Fuse set to “celebrate disruptors and game changers within iconic and startup companies. Those who are changing the face of design and the way consumers experience and interact with the brand.”\r\n\r\nWith the fairly unpredictable nature of this industry, we understand the need for brands to cater to the ever-changing consumer. Even the most well-recognized brands have to be open to modifications, and we’ve seen it firsthand with recent redesigns including our work for Cheerios, Land O’Lakes, and Pillsbury. Many speakers at the conference stressed this importance for change, and the conference also included a multitude of other tips on how brands can stay at the top of their game.\r\n\r\n<strong>Here are some of our favorite takeaways:</strong>\r\n<ul>\r\n 	<li>Data-driven content is the only way to avoid failing behind</li>\r\n 	<li>Pantone: Color is the first thing you communicate. Make it the most important part of your design strategy. It is a way to connect and reflects what is happening in a particular culture and time</li>\r\n 	<li>Microsoft: Human-centered Design thinking (HCD) Is more important than user-centered design (UCD)</li>\r\n 	<li>“We’re fortunate to be in the business of wanting and having not needing. We do what we do for the connoisseur - not the consumer.” –Nike</li>\r\n 	<li>L’Oreal’s tips for today’s design leaders:\r\n<ul>\r\n 	<li>Think of design not as a discipline, but as experience</li>\r\n 	<li>Understand the business and be curious</li>\r\n 	<li>Challenge the status quote by reframing</li>\r\n 	<li>Be a Design Nomad!</li>\r\n</ul>\r\n</li>\r\n 	<li>Chobani: design is meaningful and inspires brand stories. It also speaks to the beliefs, wants, and means of customers</li>\r\n 	<li>Charity Water: choose to focus on hope rather than guilt. Photos should be rooted in hope, joy, and dignity.</li>\r\n 	<li>Hello Fresh: Do what’s right for your customers and don’t try to follow trends. They will pass.</li>\r\n 	<li>“We wanted to build a brand. Brands build relationships.” –Warby Parker</li>\r\n 	<li>User experience (UX) will be at the center of all activity driving marketing, technology operations and retail. One mustn’t forget that brand is likely to define UX, which means brands need to deliver a cohesive and coherent UX across all touch points.</li>\r\n 	<li>People remember stories, not ideas</li>\r\n 	<li>Two simple tips for great branding – Evolve and Surprise</li>\r\n 	<li>“If the story is compelling, people will build the road toward it.” – Robert Wong, VP Google Creative Labs</li>\r\n 	<li>Instagram’s approach to design thinking:\r\n<ul>\r\n 	<li>Consistency (across the product and UX)</li>\r\n 	<li>Clarity (use universally recognized functions and be clear)</li>\r\n 	<li>Constraint (limited and logically grouped functions)</li>\r\n 	<li>Design is the creation of desirable change</li>\r\n</ul>\r\n</li>\r\n 	<li>Purpose brings focus to a business, rallies leadership around a strong sense of direction, and helps staff to feel involved and motivated.</li>\r\n</ul>', 'Fuse 2018: A Deep Dive into Design and Consumer Brand Experience', '', 'inherit', 'closed', 'closed', '', '1122-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 1122, 'http://cbx.cappendev.com/1122-revision-v1', 0, 'revision', '', 0),
(1278, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', '<img class=\"alignnone  wp-image-4857\" title=\"DaveW_web\" src=\"http://www.cbx.com/wp-content/uploads/2011/12/DaveW_web.jpg\" alt=\"\" width=\"60\" height=\"60\" />\r\nHaving worked on \"Store of the Future\" gas station projects all over the world, I often encounter similar professional scenarios: Clients have an existing network, an old design and a need to attract new consumers to get more out of their existing one. They all want “a store design,” “forecourt design,” “new food offer” or “site plan” that “needs to start rolling out next year but also will need to be relevant in 10 years.” In other words, they want a store of the future.\r\n\r\nI love these projects. They are ambitious and necessary to help gas station companies and brands evolve. Reinvention is sometimes a goal, but moving the business is always a must. As creative director, one of the first things I aim to do is open a client’s eyes. After all, they may know their business inside and out and still not be students of the world. I caution them with this: \"If you want to reinvent the idea of a gas station but all you look at are other gas stations, you\'ll probably end up with a gas station.\" For example, if we were organizing a best-in-class tour, we’d begin with visits to Wawa, Sheetz, Litro, Topaz and Repsol (that is, if we can make it around the world). But there is much more to learn by looking outside the industry as well.\r\n\r\nAll companies need to ask themselves the same questions: How do we speak to our consumers? How is our business organized? Why are we developing these technologies? The good news is that someone else may have already figured out the answer, or at least the approach. And often, it comes from an unexpected place.\r\n\r\nWhile we plan and design stores, car washes and everything else at a gas station, I’d like to hone in on a few eye-opening, non-gas station innovations that we can learn from when thinking about forecourts:\r\n<p style=\"text-align: left;\"><strong>Sonic Drive-In</strong>\r\n<img class=\"alignleft size-full wp-image-4988\" title=\"Sonic\" src=\"http://www.cbx.com/wp-content/uploads/2012/10/Sonic-chain-to-rekindle-drive-in-eatery-nostalgia-in-Toledo-area1.jpg\" alt=\"\" width=\"140\" height=\"100\" />What we can learn: Layout and Flow\r\nThriving Sonic locations can have, at times, more than a dozen cars pull up in a covered area, order food, be entertained by carhops or have the choice of patio seating or a drive-thru. And they do it all seamlessly.</p>\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n<strong>Toll Booths</strong>\r\n<img class=\"wp-image-4989 alignleft\" title=\"e-zpasslane\" src=\"http://www.cbx.com/wp-content/uploads/2012/10/e-zpasslane1.jpg\" alt=\"\" width=\"140\" height=\"100\" />What we can learn: Customization\r\nMotorists drive through E-ZPass lanes in upwards of 40 miles per hour. Can we leverage today’s sensors to reveal which drivers are at our pumps, how much gas their car needs, what music they like and what type of fuel they purchase without having them take out their wallets?\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n<strong>Fabric Architecture</strong>\r\n<img class=\"size-full wp-image-4990 alignleft\" title=\"Fabric-Architecture\" src=\"http://www.cbx.com/wp-content/uploads/2012/10/Fabric-Architecture-01.jpg\" alt=\"\" width=\"140\" height=\"100\" />What we can learn: Material\r\nIf your station is located in a warmer climate and doesn\'t need to contend with snow, fabric architecture might be an interesting architectural trend to consider. It’s stable, cost-effective, and makes a bold brand statement.\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n<strong>Airport Hangars</strong>\r\n<img class=\"size-full wp-image-4992 alignleft\" title=\"Airport\" src=\"http://www.cbx.com/wp-content/uploads/2012/10/16a2655.jpg\" alt=\"\" width=\"140\" height=\"100\" />What we can learn: Canopy Design\r\nWho said a canopy has to have columns in the middle? If airplanes can maneuver around in these structures, so can cars and trucks.\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n<strong>NYC Subways</strong>\r\n<img class=\"size-full wp-image-4993 alignleft\" title=\"Subway Sound\" src=\"http://www.cbx.com/wp-content/uploads/2012/10/subwaySound.jpg\" alt=\"\" width=\"140\" height=\"100\" />What we can learn: At Pump Experience\r\nThe New York MTA is piloting a large, touchscreen kiosk that gives subway station alerts, information, news, local maps and third party apps. Sound like something your customers would want to experience while filling up? Yup.\r\n\r\n(Innovation can also be inspired by the past. \"Reach New York\" is an installation from 1996 – and still active today – where simple motion sensors linked to musical sounds let waiting passengers on subway platforms entertain themselves and each other.)\r\n\r\n<strong>Arby\'s</strong>\r\n<img class=\"size-full wp-image-4995 alignleft\" title=\"Arbys\" src=\"http://www.cbx.com/wp-content/uploads/2012/10/ArbysSign1.033.033.jpg\" alt=\"\" width=\"140\" height=\"100\" />What we can learn: Main ID sign\r\nThis isn\'t just an ordinary sign but a sentence about the brand that screams at the top of its lungs. It\'s got personality and impact and gusto. I love it.\r\n\r\n&nbsp;\r\n\r\nClearly, I’m only talking about the forecourt here. Inspiration for store design, layout, food service, technology and customer service are around us, everywhere. My advice to oil companies: Get out there and look the other way. Then, and only then, will you truly be a “store of the future.”', 'Gas Station of the Future? Better Look the Other Way', '', 'inherit', 'closed', 'closed', '', '949-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 949, 'http://cbx.cappendev.com/949-revision-v1', 0, 'revision', '', 0),
(1279, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', '<a href=\"http://cbxblog.com/wp-content/uploads/2011/01/LucilaBlog.jpg\"><img class=\"size-full wp-image-2072\" title=\"LucilaBlog\" src=\"/wp-content/uploads/2011/01/LucilaBlog.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a>\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/03/checking-in1.jpg\"><img class=\"size-full wp-image-2629\" title=\"checking-in1\" src=\"/wp-content/uploads/2011/03/checking-in1.jpg\" alt=\"\" width=\"500\" height=\"302\" /></a>\r\n\r\nI don’t know if you’ve noticed, but a ton of companies have popped up in the past few years that bank on people’s desire to broadcast their whereabouts. Unfortunately, a lot of these applications make it more confusing than necessary to do just that, begging the question, “What’s the point?”\r\n\r\nThe first time I ever used Facebook’s \"Check In\" application was when I was sitting at an airport in Argentina. It wasn\'t the best experience since, ironically enough, Facebook couldn\'t track down my location and I got an error message. The next (and only other) time I used it was when I discovered a really neat movie theater where the waiters brought food to your seat. I jumped on FB Check-In to let my friends know about it, but as soon as I did, FB shared with me all the other people that had also checked in and were only a few feet from me. That weirded me out, because I had no desire to let strangers in such close proximity know about my whereabouts and all my information.<a href=\"http://cbxblog.com/wp-content/uploads/2011/03/Facebook-check.jpg\"><img class=\"size-full wp-image-2618 alignright\" title=\"Facebook check\" src=\"/wp-content/uploads/2011/03/Facebook-check.jpg\" alt=\"\" width=\"147\" height=\"215\" /></a>\r\n\r\nAnother popular check-in company is Foursquare, which markets itself as a location-based mobile platform to help you \"explore\" your city. As opposed to Facebook, where you simply broadcast your location, Foursquare turned the whole idea of “being found” into a game, by allowing you to become the \"mayor\" of the location(s) you frequent the most and to collect an array of badges. But the whole concept, while unquestionably creative, ultimately left me feeling confused.\r\n\r\nAnd tons of other companies – such as  <a href=\"http://www.readwriteweb.com/archives/5_check-in_apps_to_check_out.php\" target=\"_blank\">GetGlue, Shopkick, Foodspotting, Gowalla &amp; Tunerfish</a> – have also jumped onto this trend with targeted niches that allow you to not only share where you are, but what music you’re listening to and what TV show you’re currently watching.\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/03/CheckingCo1.jpg\"><img class=\"size-full wp-image-2616\" title=\"CheckingCo\" src=\"/wp-content/uploads/2011/03/CheckingCo1.jpg\" alt=\"\" width=\"499\" height=\"130\" /></a>\r\n\r\nAll this seems a bit vain to me, but there are certain times when these applications are used for more than egotism. <a href=\"http://japan.person-finder.appspot.com/?lang=en\" target=\"_blank\">Google’s Person Finder</a> is currently being used to help locate victims of the horrific earthquake and tsunami that occurred in Japan. This user-populated search tool, in which people can post their location and report their status, was also set up for disasters in Haiti, Chile and New Zealand.\r\n\r\nIn these cases, it’s pretty amazing that technology can be used to find missing people; as of Monday afternoon, Google helped track down about 162,200 records. Can Facebook or Foursquare make such a claim? <a href=\"http://www.google.com/corporate/tenthings.html\" target=\"_blank\">Google’s first core principle</a> for all its offerings is \"Focus on the user and all else will follow.\" They put their customers first and foremost, are quick on their feet in times of crisis and keep impressing people with their numerous projects. The company’s use of their software for <a href=\"http://www.google.com/crisisresponse/\" target=\"_blank\">humanitarian causes</a> should be an example to the rest of these \'check-in\" programs, whose applications just end up making me a little more lost.', 'Getting Lost in Being “Found”', '', 'inherit', 'closed', 'closed', '', '874-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 874, 'http://cbx.cappendev.com/874-revision-v1', 0, 'revision', '', 0),
(1280, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', '<p style=\"text-align: justify;\"></p><p style=\"text-align: justify;\"></p>\n<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\" /> By Lauren L.\n\n<img class=\"size-full wp-image-226\" title=\"Blog_LaurenL_Google_pict\" src=\"/wp-content/uploads/2010/03/Blog_LaurenL_Google_pict.jpg\" alt=\"\" width=\"500\" height=\"272\" />\n<p style=\"text-align: justify;\">Bravo, Google. While I have always admired Google for their innovation and ability to simplify the complex, I am even more enamored with the brand now that they have done what very few other brands have done. They have demonstrated the confidence and guts to take a stand for what they believe in at the risk of losing money.</p>\n<p style=\"text-align: justify;\">As many of you may know, Google recently threatened to pull their presence out of China due to assaults from hackers to it’s computing systems and China’s attempt to “limit free speech on the Web.” NY Times, “<a href=\"http://bit.ly/ar15Wl\">Google, Citing Attack, Threatens to Exit China</a>,”  After spending years in China to become one of the top three searches in Chinese, what it stands to lose by exiting the Chinese marketplace is what their competitors want: China’s 300 million Web users and the revenue that comes with them.</p>\n<p style=\"text-align: justify;\">However, what they have already accomplished by threatening to leave China is much more valuable – they have redefined what it means to be a leader in the 21<sup>st</sup> Century:</p>\n<p style=\"text-align: justify;\">1. Honest: By taking a stand for human rights, they are being true to their company’s official motto, “Don’t be evil.”</p>\n<p style=\"text-align: justify;\">2. Inspirational: By showing the world that they’re willing to forgo profits for ethics, they are doing what many of us wish we could do, but often do not – NOT SELL OUT. They have the confidence and guts to stay true themselves.</p>\n<p style=\"text-align: justify;\">3. Innovative: Their bold move has changed the game. A leader is no longer responsible for just creating profits for shareholders. A leader must now take ownership of their actions and the consequent causes and effects their actions have around the world.</p>\n<p style=\"text-align: justify;\">In my mind there is now Google, and everyone else. In our increasingly complex and connected global society, consumers have more choice than ever and are voting with their dollars. While some organizations have gotten away with wishy-washy policies and talking out of both sides of their mouths, I think Google’s recent actions not only send a message to China, they send a message to corporations and consumers. Take a stand. Practice what you preach. Own your actions.</p>\n<p style=\"text-align: justify;\">Go Google Go!</p>', 'Go Google Go!', 'Google grows a pair;  Redefining leadership; There’s Google, then there’s everyone else.', 'inherit', 'closed', 'closed', '', '829-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 829, 'http://cbx.cappendev.com/829-revision-v1', 0, 'revision', '', 0),
(1281, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', '<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\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/08/tumblr_lqgp8p8glX1qj44buo1_500.jpg\"><img class=\"alignnone size-full wp-image-3462\" title=\"tumblr_lqgp8p8glX1qj44buo1_500\" src=\"/wp-content/uploads/2011/08/tumblr_lqgp8p8glX1qj44buo1_500.jpg\" alt=\"\" width=\"440\" height=\"316\" /></a>\r\n\r\n&nbsp;\r\n\r\nLast week, the world took a collective gasp when Steve Jobs announced he would be <a href=\"http://online.wsj.com/article/SB10001424053111904875404576528981250892702.html\" target=\"_blank\">stepping down as Apple’s all-knowing CEO</a>. People had anticipated this announcement for years, given his battle with pancreatic cancer and other ailments, but it still came as a surprise to hear that the man behind the iMac, iPhone, iPod and iPad would no longer be the head honcho.\r\n\r\n&nbsp;\r\n\r\nI was one of the gaspers, for I am an avid <a href=\"http://www.apple.com/\" target=\"_blank\">Apple</a> fan who often pops into the Soho Apple store just for fun. What would happen to my beloved brand? That announcement, along with the minor earthquake at the beginning of the week and potentially catastrophic hurricane threat at its end, seemed to signal the apocalypse for me.\r\n\r\n&nbsp;\r\n\r\nCall me crazy, but the day after Steve Jobs stepped down, my iPhone suddenly started to act funny. The screen froze, the microphone stopped working, my camera was on the fritz. (I admit, this may have had less to do with Steve Jobs’ announcement and more to do with having a two-year-old who thinks bathtime is iPhone time.) While resorting to any and every kind of entertainment for Ryder during the storm weekend, he “accidentally” broke my InCase protective shell, leaving my phone vulnerable to damage. Well, guess what happened? The next day, I dropped the phone on the street and the screen shattered into several dozen shards of glass.\r\n\r\n&nbsp;\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/08/file_19_23.jpg\"><img class=\"size-full wp-image-3464 aligncenter\" title=\"file_19_23\" src=\"/wp-content/uploads/2011/08/file_19_23.jpg\" alt=\"\" width=\"258\" height=\"258\" /></a>\r\n\r\n&nbsp;\r\n\r\nSo, at 3:30 on Monday afternoon, I found myself at the Genius Bar at Apple’s Meatpacking District location, along with hundreds of other New Yorkers who’d had problems with Apple products over the storm weekend. (The store was closed on Sunday.) After “checking in” with a cute employee, I waited at the bar for a half hour, until one of those awesome Genius Bar elves (I’m sorry, they have an elf-like presence to me) told me I would have to pay $200 to replace my phone. They didn’t cover damage this extensive, she explained. “Oh, Steve Jobs,” I thought, “where are you when I need you?”\r\n\r\n&nbsp;\r\n\r\nAnd then – perhaps seeing this helplessness in my eyes – my “elf” (her name was actually Lauren) disappeared behind a door for a few minutes. When she returned, she informed me that I could have a new phone, free of charge! Since this was my first iPhone offense in three and a half years, they were giving me a “pass,” she explained. We synced my information (fortunately I had my laptop with me), transferred it to a new phone, and I was good to go, without spending a penny (although I did buy a new case…a child-friendly rubber one this time).\r\n\r\n&nbsp;\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/08/3585103657_d47c9e4e0e.jpg\"><img class=\"size-full wp-image-3470 aligncenter\" title=\"3585103657_d47c9e4e0e\" src=\"/wp-content/uploads/2011/08/3585103657_d47c9e4e0e.jpg\" alt=\"\" width=\"500\" height=\"327\" /></a>\r\n\r\n&nbsp;\r\n\r\nThe whole experience restored my faith in Apple as a company, and made me realize that just because one person is gone at the company – albeit, the most high profile one – doesn’t mean that the brand is going to crumble to the ground. In all likelihood, Tim Cook has likely been running the company for a while now, anyways, and the dude seems pretty damn capable. So while the world bemoans the lose of the Apple innovator who has changed life as we know it, I look forward to seeing how the inheritors of his legacy will carry his torch into the next several decades, and how they will continue to shape the life of my iPhone-obsessed toddler.\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 -->', 'Gone, But Not Forgotten', '', 'inherit', 'closed', 'closed', '', '893-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 893, 'http://cbx.cappendev.com/893-revision-v1', 0, 'revision', '', 0),
(1282, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', 'If you haven’t had the good fortune lately of experiencing an extreme and adventurous POV video in one of your news feeds, you’re missing out. GoPro, a fast-growing, U.S.-based camera company, is revolutionizing the way people capture life experiences and see the world.\r\nTake this lion safari for example:\r\n\r\n<iframe src=\"//www.youtube.com/embed/MNCzSfv4hX8\" height=\"315\" width=\"560\" allowfullscreen=\"\" frameborder=\"0\"></iframe>\r\n\r\nIn 2002, Nick Woodman, GoPro’s 38-year-old CEO, created a waterproof wrist camera as a way for amateur surfers to photograph their antics riding waves (at the time, only their professional counterparts were professionally photographed). The tiny, portable device became affectionately known as “GoPro.” After selling initial GoPro models out of his van to surf shops all around California, he later raised enough capital to create a smaller, more technologically sound product.\r\n\r\nA budding entrepreneur, Woodman later used his GoPro to hone his video-making skills on the Formula One racetrack. While event staff tried to charge him $100 for a rental and recording fee, Woodman kept recording… and the rest is history.\r\n\r\nToday, the GoPro brand has risen to impressive heights with professionals and novices alike. It has secured high-profile athletic sponsorships with such legendary surfers as Kelly Slater, and remained a favorite among countless content creators on YouTube. It’s even being used for research and fieldwork at the Scripps Institute of Oceanography in La Jolla, CA.\r\n\r\n<iframe width=\"560\" height=\"315\" src=\"//www.youtube.com/embed/HrqXTHCGVEo\" frameborder=\"0\" allowfullscreen&gt;&lt;/iframe>\r\n\r\nLast November, 60 Minutes ran a segment on the rapid rise of GoPro and reported on some interesting tidbits. For one, GoPro has achieved nearly the impossible by attracting a self-promoting tribe of brand enthusiasts who are so passionate about their footage that they tag GoPro for the world to see and learn. GoPro has also made the filming of extreme adventures and sports, normally an expensive activity, affordable and accessible. GoPro’s cameras come on average with a $400 price tag and are used by network news programs like 60 Minutes for its efficiency and immediacy.\r\n\r\nWhat’s also noteworthy is how the brand’s been embraced by consumer culture and elevated the way people connect and interact in the age of digital gadgetry. It stands in contrast to the inaccessible, exclusive nature held by some early-entry gadgets.\r\nGoPro videos quickly go viral and become commercials for the brand itself. Even Woodman is amazed on a daily basis to find out how users are using their GoPro in creative ways. “I feel like in a world where we all try to figure out our place and our purpose here, your passions are one of your most obvious guides,” he told Forbes.\r\n\r\nWhat’s next for the brand? Let’s start with a Super Bowl teaser ad that led to this full length video below:\r\n\r\n<iframe width=\"560\" height=\"315\" src=\"//www.youtube.com/embed/dYw4meRWGd4\" frameborder=\"0\" allowfullscreen&gt;&lt;/iframe>', 'GoPro: A Marketer’s Dream Brand', '', 'inherit', 'closed', 'closed', '', '1005-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 1005, 'http://cbx.cappendev.com/1005-revision-v1', 0, 'revision', '', 0),
(1283, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', '<a href=\"http://cbxblog.com/wp-content/uploads/2011/02/JoeRuizBlog.jpg\"><img class=\"size-full wp-image-2464\" title=\"JoeRuizBlog\" src=\"/wp-content/uploads/2011/02/JoeRuizBlog.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a>\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/02/SugarPops.jpg\"><img class=\"size-thumbnail wp-image-2434\" style=\"margin: 5px;\" title=\"SugarPops\" src=\"/wp-content/uploads/2011/02/SugarPops-150x150.jpg\" alt=\"\" width=\"100\" height=\"100\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/02/cap_n_crunch.jpg\"><img class=\"size-thumbnail wp-image-2436\" style=\"margin: 5px;\" title=\"cap_n_crunch\" src=\"/wp-content/uploads/2011/02/cap_n_crunch-150x150.jpg\" alt=\"\" width=\"100\" height=\"100\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/02/FrostyStarTrek.jpg\"><img class=\"size-thumbnail wp-image-2438\" style=\"margin: 5px;\" title=\"FrostyStarTrek\" src=\"/wp-content/uploads/2011/02/FrostyStarTrek-150x150.jpg\" alt=\"\" width=\"100\" height=\"100\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/02/Jello.jpg\"><img class=\"size-thumbnail wp-image-2440\" style=\"margin: 5px;\" title=\"Jello\" src=\"/wp-content/uploads/2011/02/Jello-150x150.jpg\" alt=\"\" width=\"100\" height=\"100\" /></a>\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/02/pop-tarts.jpg\"><img class=\"size-thumbnail wp-image-2442\" style=\"margin: 5px;\" title=\"pop-tarts\" src=\"/wp-content/uploads/2011/02/pop-tarts-150x150.jpg\" alt=\"\" width=\"100\" height=\"100\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/02/Swanson-Fried-Chicken-TV-Dinner.jpg\"><img class=\"size-thumbnail wp-image-2444\" style=\"margin: 5px;\" title=\"Swanson Fried Chicken TV Dinner\" src=\"/wp-content/uploads/2011/02/Swanson-Fried-Chicken-TV-Dinner-150x150.jpg\" alt=\"\" width=\"100\" height=\"100\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/02/Tang.jpg\"><img class=\"size-thumbnail wp-image-2446\" style=\"margin: 5px;\" title=\"Tang\" src=\"/wp-content/uploads/2011/02/Tang-150x150.jpg\" alt=\"\" width=\"100\" height=\"100\" /></a><a href=\"http://cbxblog.com/wp-content/uploads/2011/02/Kraft_Macaroni__Cheese_Dinner_80s.png\"><img class=\"size-thumbnail wp-image-2487\" style=\"margin: 5px;\" title=\"Kraft_Macaroni_&amp;_Cheese_Dinner_80s\" src=\"/wp-content/uploads/2011/02/Kraft_Macaroni__Cheese_Dinner_80s-150x150.png\" alt=\"\" width=\"100\" height=\"100\" /></a>\r\n\r\nBeing a print production person, I’m not much for delving into the philosophy or science of branding.  Interesting, yes. At times compelling, absolutely. But you’re more likely to find me fascinated with substrates, structures and any number of tactile, 3-dimensional bells and whistles I can get my hands on that I can apply to a brand.\r\n\r\nBut, there’s no question that I have very fond memories of “growing up brand”, if you will.\r\n\r\nGiven that we are now literally flooded with messages from every conceivable venue, it’s clear that there were not all that many delivery systems in those days.  Just stop for a moment and imagine what your life would be like without the Internet. (Okay, you can peel yourself off the floor now.)\r\n\r\nIn a nutshell, you had TV, print, radio and the guy with the sandwich board.  Advertising was king, packaging the queen and a single advertiser sponsored an entire show. No Tang and no Pop Tarts meant no Star Trek, no I Dream of Jeannie and no Beverly Hillbillies (speaking of which, I still refer to a pool as “cement pond” now and then).\r\n\r\nTang was considered a reasonable alternative to orange juice. Pop Tarts was a breakfast food and a Swanson TV Dinner was a perfectly acceptable meal alternative on a Friday night. And for dessert: Jello with bananas, in that mold that looked like a flying saucer. Damn, was that good! Cereal boxes had toys inside them, for god’s sake, and this was back when you had to go to a toy store to get a toy! Kraft Mac &amp; Cheese was and still is its own food group; no other brand to this day can come close to the original Kraft Mac and Cheese.  It’s like Coke. You just can’t duplicate that taste.\r\n\r\nMy mom read all the magazines, and I would frequently find her in the kitchen, experimenting with any number of recipe clippings. To my father’s old country palate, this was sacrilege.  He wanted meat and potatoes.  But mothers of the Sixties, much like mothers of today, were looking to streamline the process any way they could.  So I ate my share of potatoes au gratin; thank you Betty Crocker.  Don’t get me wrong.  There were no microwaves in that day, so cooked meals were the rule rather than the exception, although breakfast was more than likely Sugar Pops and Frosted Flakes. Sugar was not a dirty word back then, and frozen pizza was a revelation akin to the invention of the wheel. I confess that my favorite was the Swanson Fried Chicken TV Dinner: all that goodness in an aluminum tray with perfect little compartments, plus you had to remember to fold over the ends on the potatoes and chicken so that they would brown. Pure genius! In 1968, this was good stuff, my friend.  Don’t make a face.  If you’ve ever eaten a chicken MacNugget or a mozzarella stick you have no right to criticize.\r\n\r\nYeah, back in the good ole days, you could always depend on your brands to deliver. So while we discuss brands as if they are living, breathing entities and deconstruct them and critique and obsess about them, for me brands have always been about trust, starting back when I was a kid.  That’s the emotional connection for me.  And in a universe that is largely indifferent to us here on this little blue planet, it’s nice to know that when I open up a pack of PopTarts (and yes, I occasionally still do), or share some Kraft Mac and Cheese with my kid, I can still get that warm feeling I had when I was a mere 10 year old, back in the stone age of 1968.', 'Growing Up Brand', '', 'inherit', 'closed', 'closed', '', '871-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 871, 'http://cbx.cappendev.com/871-revision-v1', 0, 'revision', '', 0),
(1284, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', 'Routine: It’s a sweet spot for brand penetration, with some brands striving to fit into consumers’ daily schedules (Facebook), and others wanting to disrupt it (like Red Bull). However, for those who are part of a couple, it’s a scary word. It can mean a rut, pending breakup, or just uncertainty about the future, and it’s something to avoid at all costs. After all, newlyweds live by their prenuptial advice: Despite being married, never stop dating. So, the pressure is on.\nSlowly but surely, brands have begun to answer this call, beginning with the inception of LivingSocial and Groupon. While not specifically targeted to people in relationships, they’ve become a couple’s best friend, offering promotions that aim to get couples away from their computers and TV screens and focused on each other in creative ways. As a result, it seems the culture has shifted, and brands are speaking more directly and frankly to couples and their respective needs.\n\nThis shift is especially evident in the online dating world. At one time, dating websites were only skewed toward singles, with differing tastes and/or interests, as highlighted in my last article. Now, though, dating sites are popping up and speaking to committed couples in one of three ways: as potential swingers, as those desperate to keep the fire alight, and/or as those simply looking to spice up their habitual dating schedule.\n\nMy research into these sites revealed a few gems. The first is <a href=\"http://www.kupple.com/\" target=\"_blank\">Kupple</a>, described as an “online community for couples seeking friendship, advice, or new restaurants.” Of course, next to this welcome description are two featured articles: “5 Phrases That Can Kill a Relationship” and “Why You Two Don’t Talk Anymore;” also, in bold letters, it reads “This is not a swingers site.”\n\nKupple is very much unlike <a href=\"http://www.swingles.com/\" target=\"_blank\">Swingles</a>, which is described as an “adult dating site for singles and naughty couples.” Plus, it’s a much more open community than <a href=\"http://www.christianswingers.com/\" target=\"_blank\">ChristianSwingers</a>, described as “devoted Christian couples who still want to have an active love life and share it with one another, in good faith!”\n\nThese dating brands, while speaking to specific preferences, don’t necessarily speak the language of 21st century relationships. Today, it’s all about being surprised, getting personal, and disrupting the norm. <a href=\"https://www.datelivery.com/\" target=\"_blank\">Datelivery</a> sings this tune with its birchbox-like approach to making a date at home more than just popcorn and a movie. The subscription services sends the necessary ingredients and instructions for a night at home once a month, ranging from an iron chef pizza challenge to a 70’s themed disco night.\n\nMoreover, <a href=\"http://couples.howaboutwe.com/datebook\" target=\"_blank\">HowAboutWe</a> — formally known for its unique dating platform of spontaneity and ideas — has extended its reach as a site devoted to couples. This site is described as a dating portal focused on “committed couples,” with offerings much like LivingSocial and Groupon, but with the perks of free dates and more unique excursions/events.\n\nEssentially, dating is no longer something for the lonely. Today, it’s very much about sustaining love for the long haul, but what does this say about the bigger picture? Are we so inundated with activities that we have zero energy to come up with our own date ideas? Have we just become lazy? Does relying on an online site make the act of dating less meaningful? How can we compete with a chef-led cooking experience and a private Broadway show viewing? I don’t have an answer yet, but what is clear is that now we all have to up our game — our dating game, that is.\n\n&nbsp;', 'Happily Ever After Online?', '', 'inherit', 'closed', 'closed', '', '998-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 998, 'http://cbx.cappendev.com/998-revision-v1', 0, 'revision', '', 0),
(1285, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', '<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<img class=\"alignnone size-full wp-image-4322\" title=\"LucilaApril2012_1\" src=\"/wp-content/uploads/2012/04/LucilaApril2012_11.jpg\" alt=\"\" width=\"454\" height=\"238\" />\r\n\r\nThere are many components to a brand, everything from a logo to a color palette to a positioning statement. These things fit together like a nice little puzzle and create one strong brand voice. And the more I started thinking about the metaphorical voice of a brand, the more it got me thinking about the literal one as well – as in, the voice-overs that brands use in their commercials.\r\n\r\nWhile many commercials feature unknown voice talent, today many of the ads we see are voiced by celebrities. For example, actor Billy Crudup has been the voice of the famous <a href=\"http://http://www.creditcardcommercials.com/mastercard/gas-station-priceless-with-billy-crudup/\" target=\"_blank\">Mastercard Priceless commercials</a> for at least a decade. George Clooney voices countless commercials, including ones for Chevy. Most of us recognize James Earl Jones’ voice in seconds. Even Jon Hamm of “Mad Men” does voiceovers.\r\n\r\nIn fact, having commercials with celebrity voice-overs seems to be the norm these days, no matter what the category. By lending their voices to these commercials, these actors in turn become brand ambassadors, even if they are not actually on camera, Their off-camera personalities, political beliefs and day-to-day happenings inevitably have a bearing on what the companies they represent stand for.\r\n\r\nA perfect example of this is the Aflac fiasco of 2011. Gilbert Gottfried got axed as the voice of the Aflac duck after posting controversial comments on his Twitter account about the Japanese earthquake and nuclear crisis. As a result, the duck’s voice was suddenly silenced – literally. Aflac’s first commercial after the firing was a take on a <a href=\"http://www.adweek.com/video/aflac-silent-movie-123978\" target=\"_blank\">silent black and white film</a>. Did you pick up on that?\r\n\r\n<img class=\"alignnone size-full wp-image-4328\" title=\"LucilaApril2012_2\" src=\"/wp-content/uploads/2012/04/LucilaApril2012_2.jpg\" alt=\"\" width=\"447\" height=\"223\" />\r\n\r\nAllstate is a great example of how a company took their “voice” to the next level. In their commercials of recent years, they show actor Dennis Haysbert – who formerly played the President of the United States on hit show “24” – telling people in his deep and memorable voice how trusted you can feel with Allstate. In the company’s most recent commercials, they put a different spin on the campaign by showing actors opening their mouths to speak, with Haysbert’s voice coming out, in turn giving a wink to viewers who might miss Haysbert’s presence in the ads.\r\n\r\nhttp://www.youtube.com/watch?v=DquD5dg4HMo&amp;feature=relmfu\r\n\r\nDo celebrities like Clooney, Haysbert, John Hamm and others find it insulting to be kept off camera in these commercials? Well, whereas you might think this is a low point in the careers, the truth is that actors are usually VERY open to this easy pay.\r\n\r\nHave you ever thought about what a particular voice communicates? Which actors’ voices make good brand ambassadors and why? Check out the commercials below and see if you can identify who is speaking. Do you think they’re a good match for the brand?\r\n\r\n<strong>Nasonex:</strong>\r\nhttp://www.youtube.com/watch?v=yrUF3JzD9P4&amp;feature=results_main&amp;playnext=1&amp;list=PL8FE0DDAE36B50FEE\r\n\r\n<strong>Duracell:</strong>\r\nhttp://www.youtube.com/watch?v=hIcRJGA_6eE\r\n\r\n<strong>Tropicana:</strong>\r\nhttp://www.youtube.com/watch?v=zbFGV-Rg53Q', 'Heard But Not Seen:  Voiceovers and Branding', '', 'inherit', 'closed', 'closed', '', '917-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 917, 'http://cbx.cappendev.com/917-revision-v1', 0, 'revision', '', 0),
(1286, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', 'It’s a typical Tuesday night and I am at work after hours trying to get that “one” project out the door, when the the phone rings. “Dad, what’s for dinner?” Ugh. Double ugh.\r\nSo, in my haste to rush home and get food on the table, I stop by my local Super Target. I grab a cart and push past the produce aisle. My sights are set on the frozen aisle, looking for a pizza or a bag of something, anything, my kids will find edible. As I pass by the deli, my eye is caught by something different, something new. A “Mix &amp; Match Meals” section. The package designer in me is compelled to take a closer look.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/09/2-merch.jpg\"><img class=\"wp-image-8519 alignleft\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/09/2-merch.jpg\" alt=\"2 merch\" width=\"650\" height=\"536\" /></a>\r\n\r\nMy first reaction is, “Wow, this looks pretty good.” I see sauce pouches with hero end-dish food photography and packages showing off “fresh” cut vegetables, sliced meats and steamed pasta or rice. The messaging at point of sale is encouraging me to “chose, combine and create” to make dinner in 15 minutes. That sounds easy, sign me up!  ￼\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/09/3-lineup.jpg\"><img class=\"wp-image-8520 alignleft\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/09/3-lineup.jpg\" alt=\"3 lineup\" width=\"650\" height=\"503\" /></a>\r\n\r\nI make my selections and head home eager to see if the convenience and taste is worth the premium price I paid to have the work done for me. As I empty out the meal into the skillet and heat it up, I note multiple references to “cooking,” with step-by-step directions telling me to “heat, stir and cook.” Wait, am I cooking or just heating?\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/09/4-Directions.jpg\"><img class=\"wp-image-8521 alignleft\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/09/4-Directions.jpg\" alt=\"4 Directions\" width=\"650\" height=\"906\" /></a>\r\n￼\r\nIn the end, with the use of pots, pans and spoons, I feel victorious -- I just cooked that. Or, at least, that’s what Target makes me think. Thank you Target. ‘Til next Tuesday, \"Bon Appetit Chef Target!”\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/09/5-finished.jpg\"><img class=\"wp-image-8522 alignleft\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2014/09/5-finished.jpg\" alt=\"5 finished\" width=\"650\" height=\"488\" /></a>\r\n\r\n￼', 'Heating is the New Cooking', '', 'inherit', 'closed', 'closed', '', '1025-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 1025, 'http://cbx.cappendev.com/1025-revision-v1', 0, 'revision', '', 0);
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(1287, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', '<a href=\"http://cbxblog.com/wp-content/uploads/2010/03/JasonH_Blog_Thumb_nb-e1271797663335.jpg\"><img class=\"size-full wp-image-671\" title=\"JasonH_Blog_Thumb_nb\" src=\"/wp-content/uploads/2010/03/JasonH_Blog_Thumb_nb-e1271797663335.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a> By Jason H.\n<a href=\"http://cbxblog.com/wp-content/uploads/2010/05/article_photo1.jpg_full_600.jpg\"><img class=\"size-full wp-image-824\" title=\"article_photo1.jpg_full_600\" src=\"/wp-content/uploads/2010/05/article_photo1.jpg_full_600-e1273179341200.jpg\" alt=\"\" width=\"500\" height=\"333\" /></a>\n\nDISCLAIMER: I am looking to you dear reader, to fuel my idea tank.\n\nSee, here’s the thing. I was born (professionally at least) right between the digital revolution and the current renaissance in retail design. I am comfortable talking social and know my way around an endcap. In the last week, I have clipped coupons, received tweeted sales in my twitter feed and have had friends and bots alike recommend things that they think I may want or need. I am steeping in all of it and yet none of it seems complete. Which leads me to the next series of blog entries for me in this space (I am pulling a @Kristof here): what’s important to you at the intersection of brand, media and bricks &amp; mortar? Use the comments to let me know and expect some opinions to flow in the coming weeks.\n\nAs fuel for the fire, here are my top 3 head scratchers:\n\nAugmented Reality portals that bridge my real world experiences with the terabytes of data and opinion online. I can’t have a cheat sheet of all my online research every time I go to buy something. Why can’t I take a geo-tagged photo of a UPC code and leverage all the great tools online to enrich my offline experience?\n\nA shopping social. Lot’s of bytes have been expended on this topic, yet no killer app, what gives? We’re all crazy busy these days and (unfortunately) I only get to interact with some friends online. I want to see in-store apps that enable the kind of (over)sharing I have come to expect in my life.  When I pick-up a bottle of shampoo in the drugstore, the shelf should detect me and retweet my friend Suzie’s comment about how it turned her hair green. My FB Friends and tweeps are my style council—I need them everywhere!\n\nStore folks—get to really know me.  A few weeks ago, the head tailor at Tom Ford in Las Vegas gave me a tour of the entire store. He knew (because I had told him) that I was just looking but he extended himself to me and got to know me. There are other sales people out there (interestingly, mostly apparel) who listen to me and even though I am not buying now, they get better and better with every interaction about showing me stuff I like, calling at the right time, etc. Then there are a lot of other sales people out there (mostly financial services and insurance) who can’t take a hint.  Incessant calls, pitches I neither want nor need, totally fake chumminess—BLECH! Lose My Number!!  Anyway, the rest of my sales universe (food, stuff for the kids, sporting equip, consumer electronics, travel) could learn from the tailor at Tom Ford. Spend some time with me—person to person. It doesn’t need to be deep and you won’t be my BFF but when the time comes for me to need your product or service guess where I\'m gonna go?  Use the great permission-based tools I have subscribed to online to build a real relationship with me offline.\n\nSo there\'s my rant for the day. And now its up to you to let me know what’s on your mind.  I’ll be digging in more on my examples in the coming weeks and I hope to be exploring what you write in the comments as well.', 'Help me, Help you!', '', 'inherit', 'closed', 'closed', '', '931-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 931, 'http://cbx.cappendev.com/931-revision-v1', 0, 'revision', '', 0),
(1288, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', '<p style=\"text-align: justify;\"><img class=\"size-full wp-image-3026 alignnone\" title=\"GreggLipmanBlog\" src=\"/wp-content/uploads/2011/05/GreggLipmanBlog.jpg\" alt=\"\" width=\"40\" height=\"40\" /> By Gregg L.<a href=\"http://cbxblog.com/wp-content/uploads/2011/05/Royal_wedding_3.jpg\"></a></p><p style=\"text-align: justify;\"><a href=\"http://cbxblog.com/wp-content/uploads/2011/05/Royal_wedding_3.jpg\">\n</a>Two weeks ago, the world watched in awe as Prince William married his love, Kate Middleton. And I did, too.  During the spectacle, I couldn’t help but think about the brand that is the royal family, and how Kate, William and Harry are ushering in a whole new phase for the royals. So, since I’m in the branding game, I decided to write down the names of the brands that came to mind when I thought about the key players in Friday’s big event. I also threw Princess Diana into the mix as well (RIP), because goodness knows her presence was strongly felt at the wedding. She, like her son’s new bride, fares well on this chart, as opposed to yawn-inducing Prince Charles, the equally boring Camilla and the fuddy duddy Queen (who we have to say, looked pretty good in her yellow suit and hat). What do you think of my choices?</p>\n<p style=\"text-align: justify;\">&nbsp;</p>\n<p style=\"text-align: justify;\"><a href=\"http://cbxblog.com/wp-content/uploads/2011/05/Royal_wedding_31.jpg\"><img class=\"aligncenter size-full wp-image-3044\" title=\"Royal_wedding_3\" src=\"/wp-content/uploads/2011/05/Royal_wedding_31.jpg\" alt=\"\" width=\"629\" height=\"324\" /></a></p>\n<p style=\"text-align: center;\"><span style=\"color: #999999;\"><em>Click the image to enlarge</em></span></p>\n<p style=\"text-align: justify;\">&nbsp;</p>', 'Here Comes the Brand', '', 'inherit', 'closed', 'closed', '', '880-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 880, 'http://cbx.cappendev.com/880-revision-v1', 0, 'revision', '', 0),
(1289, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', '<strong>Our client services intern, Lindsey Case, shares her Millennial lens on \"old\" brands coming back in style. </strong>\r\nMarketing to Millennials is a hot topic across brand positioning and retail promotion. With lives founded in instant gratification and individuality, we’ve become a hard to reach demographic. What do we want? Where are we now? Millennials may be illusive, but are critical: now controlling half of all purchasing power in the United States, the engagement of young consumers is essential for success. As a 90’s kid, I set out to understand one youthful phenomenon in particular: Millennial obsession with what was, and how brands are repositioning things of the past for modern success.\r\n\r\nNostalgic marketing efforts strategically tap into romantic notions of old things . In building brand resilience with a particular audience, this is usually accomplished through wistful examples and emotions. More and more, in seeking to attract the attention of Millennials, brands are innovating products and perspectives. What was considered “old school” now reads on-trend. Outlined here are prominent Millennial preferences, how some reputable brands revamped, and how their work exemplifies the influence of reminiscence with Millennials.\r\n\r\n<strong><u>Fad Infatuation</u></strong>\r\n\r\nStyles from the previous millennium are cycling back around. The apparel company, <a href=\"http://www.champion.com/\" target=\"_blank\" rel=\"noopener\">Champion</a> – founded in 1919 as a producer of team uniforms – has come full circle from traditional gyms to trendy retailers. In the 1980s and 1990s, Champion produced sportswear for the NBA and NFL; their consumer-facing products targeted kid, teen and college-aged athletes. After league partnerships disintegrated, the apparel company sought to be accessible outside of sports retailers. Champion’s most recent push into the modern market came this April, announcing a collection with Urban Outfitters. The two brands collaborated to produce colorful sweats with vintage vibes, continuing Champion’s transition from active apparel to luxury loungewear. Positioning as high-end allows Champion to integrate with the mass of Millennials that value quality and exclusivity.\r\n\r\n<strong><u>Active &amp; Amplified Experiences</u></strong>\r\n\r\nAs consumer appetite for digital grows, brands are acting accordingly and leaning into the mobile app, e-commerce and social media spheres. This accommodation is the key to accessing young consumers – according to Nielsen, <a href=\"http://www.nielsen.com/us/en/insights/news/2016/millennials-are-top-smartphone-users.html\" target=\"_blank\" rel=\"noopener\">97% of Millennials are smartphone users</a>. Additionally, The Entertainment Software Association identifies that <a href=\"http://www.theesa.com/wp-content/uploads/2015/04/ESA-Essential-Facts-2015.pdf\" target=\"_blank\" rel=\"noopener\">56% of Americans under 35 play video games</a>. In short: gamer kids became tech-savvy twenty and thirty-somethings. Back in July 2016, The Pokémon Company and Niantic, Inc. launched <a href=\"http://www.pokemongo.com/\" target=\"_blank\" rel=\"noopener\">Pokémon GO</a>, a game that swapped Game Boy consoles for smartphones. Pokémon GO adapted content from original editions into an on-the-go application. But to resurrect Poké Balls was not enough: Pokémon GO includes augmented reality and location-based features, resonating intensely with digitally-minded Millennials. Young adults were able to experience a childhood craze in a modernized method. More than one year later, the community hosts 65 million monthly active users worldwide. Harnessing nostalgia, tech and the power of Pikachu has allowed Pokémon to re-engage a dwindling demographic.\r\n\r\n<strong><u>Me &gt; We</u></strong>\r\n\r\nGratification and personalization are cornerstones of Millennial expectations. From subscription boxes to personal shoppers, brand experiences are evolving to meet the demand for quick customization. For the timeless name of Coca-Cola, the demand to blend classic and cool became apparent – the company needed to reposition a declining category, as only 18% of Millennials regularly engage with soft drinks. In a revival effort, summer 2014 brought <a href=\"https://buy.shareacoke.com/\" target=\"_blank\" rel=\"noopener\">“Share a Coke”</a> to the United States. The campaign maintained the iconic red label and scripted brand mark, adding a name to each bottle or can. From “Anna” to “Zack,” Coke mass-produced personalization. Coke’s most recent extension now features 1000 first names, covering more than 77% of Millennials and teens. Just-for-me marketing is what brought the 131-year-old product sales growth for the first time in a decade. Ultimately, Coca-Cola set high shopper expectations for individualized experiences.\r\n\r\n<strong><u>Why This Matters</u></strong>\r\n\r\nSome companies are able to upgrade from grandma status to with-it mom. But what does this mean in the greater scheme of brand and product positioning? You <em>can</em> teach an old brand new tricks. In fact, being trend conscious and adaptable in practice is essential to maintaining relevance with Millennials and Gen Z-ers. Perception is reality, and their sentiments towards a brand are what solidify young adults’ decisions to engage or evade. The more positive the associations, the better.\r\n\r\nAs a Millennial, I believe there are two things that speak volumes about brands and their consideration of young consumers. 1) a keen understanding (and successful execution) of innovation; as well as 2) an effort to meet me where I’m at. In both respects, Champion, Pokémon and Coca-Cola hit the nail on the head.\r\n\r\nFirst, nostalgia is enough to draw in, but not necessarily to make the catch. Disney Channel tugs at my eight-year-old heartstrings, but I refuse to give into <em>That’s So Raven</em> and <em>Boy Meets World </em>remakes. Reminiscent brand experiences need to be for me today – not me yesteryear. Pokémon Red 2.0, still on Game Boy SP, would bust; Pokémon GO, offering digital immersion from your professional device, is relevant to a demographic that never leaves their smartphone behind. Coke deems an old-school product oh-so desirable through the illusion of customization. Champion overhauls dyes and designs to make loungewear a luxury. Simply put: Millennials won’t fit the mold, so adapt the model to attract young minds.\r\n\r\nSecond, the potential for progress and an excess of technology has made Millennials both forward-thinking and impulse-acting. To be in, a brand must be similarly structured. I already have a smartphone in my hand; make an app. I shop at Urban Outfitters; get on their shelves. Nothing catches my eye in the beverage aisle; make your product pop. With busy schedules – and a tendency for brand loyalty – young consumers are likely to try something that stands apart, but unlikely to go out of their way to do it. Drop into the pre-existing path to get noticed and notarized.\r\n\r\nOverall, positioning based on reminiscing shows an understanding of the Millennial mindset. Feeling and functionality can create the perfect storm. Bringing a product of the past back and making it relevant indicates a great deal of consumer consciousness, as well as brand awareness. And who knows, maybe the next generation will think what we wore and did was cool, too. Or not. Hopefully not.\r\n\r\n&nbsp;\r\n\r\n<em>Photos courtesy of Champion, Coca-Cola, Pokemon</em>', 'How Classic Brands Make a Comeback', '', 'inherit', 'closed', 'closed', '', '1087-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 1087, 'http://cbx.cappendev.com/1087-revision-v1', 0, 'revision', '', 0),
(1290, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', '<span style=\"font-weight: 400;\">A few weeks ago, <a href=\"https://www.nytimes.com/2018/01/29/sports/baseball/cleveland-indians-chief-wahoo-logo.html\" target=\"_blank\" rel=\"noopener\">it was announced that the Cleveland Indians would put an all-stop to using the Chief Wahoo logo on their uniforms by 2019</a>. The cartoon-like logo depicting a Native American was first introduced in 1948 but over the years, the team name and symbol have been called out as insensitive and racist to Native Americans resulting in many a debate and protest. In fact, pressure to remove Cleveland Indian brand symbology has been ongoing for the past 50 years. So why the change today?</span>\r\n<span style=\"font-weight: 400;\">In our highly connected and attuned society, it is more important than ever that a brand be keyed-in and connected to the fast moving cultural barometer at-large. </span>\r\n\r\n<span style=\"font-weight: 400;\">Culture inherently moves like an ocean, its forces and waves breaking as “a storm to the norm.” Think watershed or counter-culture movements.That’s why all brands, regardless of industry, should be paying attention to cultural conversations; and if brands are smart, they will be leading changes for good vs. reacting. When a brand doesn’t keep up with culture, it runs the risk of the worst brand offense: </span><b>irrelevancy</b><span style=\"font-weight: 400;\">. We’ve seen our culture break many brands that were too slow to evolve. We’ve also seen culture reward brands that do-even if they were on the brink of extinction.</span>\r\n\r\n<span style=\"font-weight: 400;\">Brands should keep three key things in mind when riding the cultural waves of relevancy:</span>\r\n\r\n<strong>1. Brands need to be fast and flexible to stay culturally relevant</strong>\r\n\r\n<span style=\"font-weight: 400;\">Retail brands such as <a href=\"https://www.abercrombie.com/shop/us\" target=\"_blank\" rel=\"noopener\">Abercrombie &amp; Fitch</a> and <a href=\"https://www.jcrew.com/\" target=\"_blank\" rel=\"noopener\">J.Crew</a> were once attuned to how people wanted to dress and even helped dictate the trends. But as we evolved how we think about our identity and ourselves, and how we dress to communicate that identity, both companies have been slow to adapt their brand. Abercrombie and J.Crew market identifiable branded looks to masses that no longer care for identifiable branded looks. See the crazy?</span>\r\n\r\n<span style=\"font-weight: 400;\">A strong brand point of view is good only if flexes with culture. A notable example is <a href=\"https://barbie.mattel.com/shop\" target=\"_blank\" rel=\"noopener\">Barbie</a>. We witnessed culture do a number on Barbie, turning a lifestyle aspiration for countless girls into the poster child of negative stereotypes pertaining to women. In response, Barbie has been slowly shifting. We’ve seen changes in the dolls’ body dimensions, the release of a more diverse lineup and last year’s debut of man-bun Ken. Seems like Barbie is fighting hard for relevance and listening to culture...at a girl!</span>\r\n\r\n<strong>2. Brands need to deeply know their audience to stay culturally relevant</strong>\r\n\r\n<span style=\"font-weight: 400;\">The teen-centric clothing retailer</span><a href=\"https://www.brandymelvilleusa.com/\"> <span style=\"font-weight: 400;\">Brandy Melville</span></a><span style=\"font-weight: 400;\"> launched their \"one size fits all\" sizing that was perceived by many as exclusive, exclusionary, and contributing to negative body images of women. However, the brand remained steadfast in their stance, maintaining that offering one size was their way of speaking to their specific tribe. While controversial, the strategy has paid off and mobilized a loyal teen army (3.8 million on their</span><a href=\"https://www.instagram.com/brandymelvilleusa/?hl=en\"> <span style=\"font-weight: 400;\">US Instagram</span></a><span style=\"font-weight: 400;\"> alone) who love how the sizing makes it easier to shop. These evangelical fans are not only shoppers but primary content contributors, shaping the brand they love so dearly. Brandy Melville continues to ride this particularly controversial wave alongside their fan base overriding a cultural swell that isn’t quite big enough to swallow the brand whole.</span>\r\n\r\n<strong>3. Brands need to play the culture card with savvy to stay relevant (or at least stave off a massive backlash)</strong>\r\n\r\n<span style=\"font-weight: 400;\">To ride culture well, brands have to really understand the how the sea moves. Today, brand opinions can turn on a dime if a culture lens isn’t applied with utmost savvy. Leaning in the wrong way could be disastrous. And it doesn’t take much to be in and out of favor. </span>\r\n\r\n<span style=\"font-weight: 400;\">For example, </span><a href=\"http://www.pepsico.com/\"><span style=\"font-weight: 400;\">PepsiCo</span></a><span style=\"font-weight: 400;\"> waded into offensive territory with</span> <a href=\"https://www.nbcnews.com/news/nbcblk/pepsi-ad-kendall-jenner-echoes-black-lives-matter-sparks-anger-n742811\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">a television spot starring reality star Kendall </span></a><span style=\"font-weight: 400;\">Jenner last year, then stepped in it again when the announcement of their</span><a href=\"http://www.adweek.com/brand-marketing/pepsi-ceo-says-its-targeting-women-with-doritos-that-are-cleaner-and-less-crunchy/\"> <span style=\"font-weight: 400;\">“Doritos for women”</span></a><span style=\"font-weight: 400;\"> surfaced as a new snack platform.</span><a href=\"https://www.nytimes.com/2018/02/05/business/media/mlk-commercial-ram-dodge.html\"> <span style=\"font-weight: 400;\">Dodge Ram released Super Bowl spots using a speech by Rev. Dr. Martin Luther King Jr. to sell cars</span></a><span style=\"font-weight: 400;\"> and the torrential blow back through social media was fast and furious.</span>\r\n\r\n<span style=\"font-weight: 400;\">Just as fast, </span><a href=\"https://www.pirelli.com/global/en-ww/homepage\"><span style=\"font-weight: 400;\">Pirelli Tires</span></a><span style=\"font-weight: 400;\"> switched gears, trading in their traditional girlie pin-up style calendar for more meaningful culturally driven content. The</span><a href=\"https://www.nytimes.com/2015/12/03/fashion/the-2016-pirelli-calendar-may-signal-a-cultural-shift.html\"> <span style=\"font-weight: 400;\">2016 calendar shot by Annie Leibovitz</span></a><span style=\"font-weight: 400;\"> became a brand game changer that stuck, and they’re not looking back.</span>\r\n\r\n<span style=\"font-weight: 400;\">Can a brand always know when their culture card will be misplayed? Yes. And big brands have no excuse for appearing tone deaf when they have the resources and cash to obtain perfect pitch.</span>\r\n\r\n<span style=\"font-weight: 400;\">Brands either move with culture or die. If they are flexible, deeply understand their tribes, and play their culture cards with utmost savvy, they will thrive.</span>', 'How Culture Drives Brands', '', 'inherit', 'closed', 'closed', '', '1113-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 1113, 'http://cbx.cappendev.com/1113-revision-v1', 0, 'revision', '', 0),
(1291, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', 'When Bic for Her hit it shelves, its intended audience did not rejoice. “Finally, a pen that’s designed just for lady-hands!” said absolutely no one. Instead, it was rightly ridiculed.\r\nWhen a brand tries to cross the gender divide, the number one rule is to make sure there actually is a divide. (And as far as science can tell, there are no differences in how men and women use pens.) After all, in the personal care category brands gender-bend all the time—for instance, Gillette crossing over to deliver razors for women when it was known primarily as a man-brand. There are enough perceived differences in how men and women care for their bodies to warrant these gender-specific products.\r\n\r\nSo how can a brand swing both ways, and do it well?\r\n\r\n<strong>Focus on the new benefit\r\n</strong>Communicate the benefit in a way that’s appealing to whoever you’re targeting. The shapewear brand Spanx touts that its body-hugging under-shorts are soft and slimming when it’s speaking to women. But, its Spanx for Men line talks about making men “stand taller and feel stronger.” The brand is getting directly to the results that the different audiences (allegedly) want: Women want to feel slim and sexy, and men want to be strong and confident.\r\n\r\nThe key is to keep it positive and to focus on the outcome. Rather than messaging to hair loss, for example, speak to the luminous locks or the full head of hair that awaits. Latisse, an FDA-approved lash-treatment brand (“for inadequate or not enough lashes”) doesn’t spend all its time with medical-speak. It’s upfront about what you get when you use it: “Longer, fuller, darker” lashes. And isn’t that what everyone wants?\r\n\r\n<strong>Make it just for them\r\n</strong>New audience? Try new packaging. Using an innovative structure or a new design not only communicates difference to a new audience—it also says that a brand’s put some thought behind the product. Dove, for example, built a new design system for its Men + Care line; its basic soap line and its women’s skin and hair care line have different looks as well. Women’s Rogaine, however, is sold in a box that is nearly identical to Rogaine for men. Graphically and structurally, it doesn’t look like a new product, and it doesn’t look like it’s been formulated for a new audience with new needs.\r\n\r\nIntroducing a new name could also signal a different product. Gillette—which we were told was the best a man could get—wanted to show it could please women as well, and so it gave us Venus. The name itself never stands alone (it’s always endorsed by Gillette), but it signals both more of an investment as well as more of a product difference. This is a razor that glides more smoothly, that addresses the unique problems that women face with shaving. (An article on the Gillette Venus site is alarmingly titled “<a href=\"http://www.gillettevenus.com/en-us/how-to-shave/hair-removal-methods/dont-share-his-razor\" target=\"_blank\">Don’t Share His Razor!</a>”.) <strong>\r\n</strong>\r\n\r\n<strong>Change the conversation\r\n</strong>Just a few shorts years ago, men wearing eyeliner would have been novel. Now, guyliner is totally normal. Brands like Calvin Klein are making mascara for men (or “manscara,” which apparently is interchangeable with guyliner) and changing the conversation around what is socially acceptable. Spanx is doing something similar, using targeted messaging to make men comfortable with wearing garments originally designed to address women’s insecurities (which, ironically, are traditionally inflicted upon them by men). Likewise, Rogaine has an opportunity to take a condition commonly seen as male—hair loss—and making its solution relevant to women. It’s an opportunity to transform a stigma into an innovative beauty product.\r\n\r\nMen may be from Mars, and women may be from Venus, but they both come to Earth to spend money. Brands that want to make a play for a new audience better have something different to offer—and show that audience number two is not just an afterthought. As long as they look both ways before they cross, they might just pull it off.<strong>\r\n</strong>\r\n\r\nPhoto courtesy of <a href=\"https://www.reddit.com/r/seinfeld/comments/391eha/happy_88th_birthday_jerry_stiller/\" target=\"_blank\">Reddit</a>.', 'How Do Brands Cross the Gender Divide?', '', 'inherit', 'closed', 'closed', '', '1052-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 1052, 'http://cbx.cappendev.com/1052-revision-v1', 0, 'revision', '', 0),
(1292, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', 'As legacy brands continue to expand into different verticals and technology offering more choice and points of purchase for consumers, brands in all industries must reckon with the old adage faced in the modern business era: <strong>What comes next?</strong>\r\nThe concept of disruption is not a new one. But typically, it refers to a\r\nbrand attempting to make waves in a market it exists in. However, some of the biggest innovations in the past decades have been brands willing to foray into creating products and services not in their direct wheelhouse- who would’ve thought a computer hardware maker would have disrupted (and possibly saved) the music industry so massively and drastically? The act of disrupting your own brand- your value proposition, your core offering, your target demographic, the list goes on-is a harder path for brands. Understandably so, why would a brand risk the equity they’ve accumulated over the years in their category? Because, as Ted Minnini points out, <a href=\"https://www.packworld.com/article/package-design/strategy/disrupt-being-disrupted\">“If a brand stakes out its ground as a disruptor, it has to build a culture that will keep on disrupting. Because if it doesn’t, another brand will come along and disrupt the disruptor.”</a>\r\n\r\nAt CBX, we work with brands across the spectrum of food, health, retail and cosmetics just to name a few. Our specialties include everything from packaging design, branded environments, product innovation and experiential engagements amongst others. While our legacy is built on tackling these individual touch points, our bigger purpose has always been to architect strong brand universes. Whether it is naming a product, designing an identity or helping build stores, it is always apart of a bigger brand story built to be resilient over time. Essentially, the building blocks we help create for a brand are anticipatory of the fact that brands might want to disrupt themselves one day.\r\n\r\nSo how do you build a resilient brand? As an example, we’ll look at the typically tradition-adherent world of private labels. Most private labels work from the inside out: creating and designing products in service of financial goals and quantitative cues. Often, this means, products are rolled out with secondary regard to qualitative considerations and how much of a unique value proposition the item provides to the consumer other than price. Consequently, these private labels resonate with the consumer in generic less meaningful ways.\r\n\r\nHowever, there are standouts like Trader Joe’s, Sam’s Club and <a href=\"https://www.wsj.com/articles/why-wal-mart-is-worried-about-a-german-grocer-1494927001\" target=\"_blank\" rel=\"noopener\">Lidl, the German supermarket chain that recently announced their official US entry</a>, who allot themselves enough space to continually expand into different categories meaningfully but stay true to its core brand values. By diverging from the typical private label mindset, instead they begin at the foundation of their brand: <strong>Does the product perpetuate what we, as a company stand for?</strong>\r\n\r\nTrader Joe’s is a prime example of what is essentially a private label brand creating products that are competitive and differentiated with national brands (80% of its product bear the ‘Trader Joe’s’ brand name). As a brand, it is unified in its strategy, positioning, execution and marketing. Their product offer rollouts operate within clear guardrails of the brand while respecting the operational logistics of a private-label enterprise. Their merchandising is unique and diverse and the product rotation is swift and consistent. Trader Joe’s is able to innovate quicker than others because they think like a small manufacturer but operate like a big retailer. This can perhaps be attributed its current owners, Aldi, who operate over 10,000 stores in Europe with a similar model: private label focused and on-trend merchandise sold at lower prices presented in a well-designed setting.\r\n\r\nSimilarly, Member’s Mark from Sam’s Club is another brand built for resilience in both its operating structure and how it merchandises and markets products to consumers. With its recent “A Wonderful Quest” campaign, which emphasizes their commitment to sourcing unique and high-quality products in its Member’s Mark line, Sam’s Club has turned the mundane activity of grocery shopping into a journey of discovery for consumers.\r\n\r\nAdditionally, they use packaging not merely as a design exercise but a brand vehicle. The design, from a jar of olives to a pack of pasta, references a bigger story – whether it be the origin of where it came from or why it was unique enough to be selected for Member’s Mark.\r\n\r\nFrom its wide and eclectic product offering to its discerning packaging design, Sam’s Club has elevated private label items by introducing each item with a narrative whether be its origin, creation or otherwise. Because of this smart strategy, shoppers aren’t just buying another item, they are going through a culinary experience.\r\n\r\nLidl, the German grocery giant, entering the US market as of last week is another great example of a brand operating along the same lines as Trader Joe’s and Sam’s Club. The private-label based company’s approach to brand, design and product is driven by extremely high quality standards and limited but relevant variety. Simplicity and value are the cornerstones of their operating model and its packaging design is unique unless it’s used to call out a specific product value proposition like gluten-free. Its presence in the US will undoubtedly impact the aforementioned brands alongside numerous others.\r\n\r\nThe growth of omni-channel and blurring of retail channels is making brands redundant- in either operations or more literally, in its existence. Those brands failing to evolve and reinvent themselves within the changing shopping landscape are quickly disappearing. On the other hand, the ones who have designed their brands to be resilient by remaining focused and targeted on their core values and creating strong brand universes have been able to quickly expand and pivot as need be. Technology continues to enhance convenience making the need to physically step foot into a store obsolete. In the overwhelming choice-filled digital world, product differentiation is less clear and it is those brands that create experiences from their brands- through environment, packaging and unique value proposition- that will come out on top.', 'How Do You Create Brand Resilience?', '', 'inherit', 'closed', 'closed', '', '1078-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 1078, 'http://cbx.cappendev.com/1078-revision-v1', 0, 'revision', '', 0),
(1293, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', 'Gotta catch ‘em all? Since its release, Pokemon Go has reached over 30 million downloads worldwide, with over 11 million downloads in the US alone. Aside from breaking records as the most downloaded app within 7 days, the Nintendo game has sparked a contagious Pokemon fever, spreading through the nation one iPhone and Android at a time.\r\nWith this timely frenzy, it’s no surprise that brands and retailers alike are looking to capitalize on this trend and incorporate it into their marketing efforts. But how does one use this game as a tool? The easiest way is to purchase a “lure” for 10 dollars—these attract Pokemon to wherever the lure is placed for about 30 minutes. A manager at L’inizio Pizza Bar in Long Island City, Queens, told the NY Post that over the course of one weekend his shop saw a 75% increase in sales, just by attracting Pokemon and “trainers” (players of the game). It certainly makes sense: if trainers are out all day catching Pokemon there’s no time to stop home and feed themselves. The smell of pizza alone was probably enough to get them to stop for a slice.\r\n<p style=\"text-align: center;\"><a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/07/Screen-Shot-2016-07-21-at-1.50.49-PM.png\"><img class=\"alignnone size-full wp-image-10061\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/07/Screen-Shot-2016-07-21-at-1.50.49-PM.png\" alt=\"Screen Shot 2016-07-21 at 1.50.49 PM\" width=\"686\" height=\"856\" /></a>\r\n<em>A sign outside of L\'inzio Pizza Bar enticing Pokemon trainers</em></p>\r\nIn addition to lures, other retailers are offering discounts to successful trainers that have caught Pokémon in their stores, and a café in Pennsylvania even offered a 10% discount to people just for having the app on their phone. Doughnut Plant in NYC used Facebook to promote their “Pokeseed” doughnut, while also emphasizing the fact that two of their locations are PokeStops (where trainers can get free pokeballs), and one is a gym (where trainers can battle other trainers with their Pokémon). With the upcoming launch in Japan, McDonald’s will be the first paying sponsor of the game by making 3,000 of its locations gyms.\r\n\r\n<a href=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/07/Screen-Shot-2016-07-21-at-2.06.20-PM.png\"><img class=\"alignnone size-large wp-image-10062\" src=\"http://cbx-site-assets.s3.amazonaws.com/wp-content/uploads/2016/07/Screen-Shot-2016-07-21-at-2.06.20-PM-1024x495.png\" alt=\"Screen Shot 2016-07-21 at 2.06.20 PM\" width=\"1024\" height=\"495\" /></a>\r\n\r\nHowever, with all the good it’s done for businesses that’s not to say using Pokémon Go as a marketing tool doesn’t come with some challenges. Some retailers have complained that these “trainers” have interrupted regular shoppers by blocking space without any awareness of their surroundings. The trick is to offer an incentive—if a retailer has Pokémon in their store then great, but it’s important to get trainers to stop playing the game and actually buy something. Formulating a solid plan of rewarding players for entering their location has thus far been proven successful, as well as incorporating Pokemon-themed food and merchandise. Brands should take note of these retailers, and use the advantages of this craze while it lasts.\r\n\r\nHappy hunting--for trainers, that is.', 'How Retailers Are Catching Trainers Instead of Pokemon', '', 'inherit', 'closed', 'closed', '', '1066-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 1066, 'http://cbx.cappendev.com/1066-revision-v1', 0, 'revision', '', 0),
(1294, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', '&nbsp;\r\n<a href=\"http://www.twitter.com\">Twitter</a> did it. So did <a href=\"https://itunes.apple.com/us/app/instagram/id389801252?mt=8\">Instagram</a> and <a href=\"http://fab.com/\">Fab</a>. Some of the most successful technology startups in recent memory have one thing in common: They’ve applied principles of creativity, innovation and design to their process in order to arrive at a winning idea.\r\n\r\nIf you’re wondering what’s in these companies’ secret sauces, just know that the ingredients are exactly what we practice in the creative agency world. Here are some centered design principles used by recent Silicon Valley startups to turn their brands into huge successes.\r\n\r\n<strong>#1. Don’t be afraid to create a beautiful experience.</strong>\r\n\r\n<img class=\"alignleft size-full wp-image-5404\" title=\"Fab\" src=\"http://www.cbx.com/wp-content/uploads/2012/11/Sandra1Fab.jpg\" alt=\"\" width=\"87\" height=\"80\" /><img class=\"wp-image-5405 alignright\" title=\"Sandra2table\" src=\"http://www.cbx.com/wp-content/uploads/2012/11/Sandra2table.jpg\" alt=\"\" width=\"168\" height=\"293\" />Fab was originally a niche social networking site, but they later pivoted based on a single insight: People want beautiful design in their everyday lives.\r\n\r\nThe fact that we are multisensory creatures should be a lesson to brands: When developing a new idea, prioritizing how design can enhance the overall experience is key to success. This might encompass the website experience itself, or the presentation of that experience (e.g., the look, tone, and feel of any and all of the brands’ visual elements). Fab capitalized on this fact, as did Pinterest, and both became online sensations as a result.\r\n\r\nKey takeaway: When thinking about how to innovate your brand, design should play a key role from the outset\r\n\r\n<strong>#2. Know what you are good at and build on that asset.</strong>\r\n\r\n<img class=\"size-full wp-image-5406 alignleft\" title=\"Sandra3screen\" src=\"http://www.cbx.com/wp-content/uploads/2012/11/Sandra3screen.jpg\" alt=\"\" width=\"132\" height=\"204\" />Instagram famously started as a Foursquare-like copycat called Burbn. But by watching and listening to users, Burbn found that their users were taking advantage of the app’s photo-sharing feature and not much else. Recognizing they were savvy at enabling users to take and share photos, they scrapped the original concept and rebuilt it to be the best photosharing app it could be.\r\n\r\nKey takeaway: Knowing what you are good at is the first step to building something consumers love. Building on what drives users to your brand is a terrific starting point for making something even better—don’t chain yourself to your first idea.\r\n\r\n<strong>#3: Validating new ideas can be quick and painless.</strong>\r\n\r\n<img class=\" wp-image-5407 alignright\" title=\"Sandra4bridge\" src=\"http://www.cbx.com/wp-content/uploads/2012/11/Sandra4bridge.jpg\" alt=\"\" width=\"153\" height=\"270\" />Twitter started out as Odeo, which was essentially a podcasting company. But when they realized podcasting was a dead end offering, they began ideating around what else they could do, and be.\r\n\r\nThe company held rapid-fire ideation sessions where they listened to their staff members’ ideas and realized several of them as low-fi prototypes.\r\n\r\nHere are the future multi-millionaires in action:<img class=\" wp-image-5408 alignleft\" title=\"Meeting\" src=\"http://www.cbx.com/wp-content/uploads/2012/11/Sandra5meeting.jpg\" alt=\"\" width=\"169\" height=\"106\" />\r\n\r\nThe site that eventually grew into Twitter was tested by only 50 people for qualitative feedback.\r\n\r\nKey takeaway: Ideation sessions can help brands quickly come up with concepts that can be prototyped and tested, sometimes with just paper sketches. All you have to do to test them is “get out of the building” and talk to people. And keep in mind, it doesn’t have to be a huge, significant number of users to let you know you’re onto something.', 'How to Innovate Like a Successful Startup', '', 'inherit', 'closed', 'closed', '', '952-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 952, 'http://cbx.cappendev.com/952-revision-v1', 0, 'revision', '', 0),
(1295, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', '<img class=\"alignnone size-full wp-image-4817\" title=\"Crosby_web\" src=\"http://www.cbx.com/wp-content/uploads/2012/09/Crosby_web2.jpg\" alt=\"\" width=\"60\" height=\"60\" /><p style=\"text-align: justify;\">Like the saying goes, houses are money pits. New houses are deeper pits. Having recently moved into a new house, I’ve been spending a lot of money. Doing my part to drive the economy. Now, I understand why retailers savor new house formation, because it really does drive a lot of purchases. Here’s a sampling of what I have bought in the last three weeks: a drill, hangers, lamps, a vacuum, light bulbs, lots of light bulbs, an ironing board and iron, a thingy to hang up the iron and ironing board, towels, beach chairs, sheets, a couch, stools, outdoor cushions, towel racks, rug pads, a step stool, window blinds…okay, are you tired of this list? So am I, to be sure.</p>\r\nWhat’s interesting and noteworthy is that I bought all of this stuff online. It’s not that I’m just now waking up to the fact that you buy things on the Internet, but it’s that I spent so much money and none of it was spent on traditional retailers. Retailers rely on people-like me-but I went Prime. Amazon Prime. With free shipping, even the most mundane of goods were easier and cheaper to buy through Amazon. From tennis balls to totem poles, with just one click, they delivered them to me. The thing is, I am just one of five million other “primers.” And the group is growing at more than +50% a year.\r\n\r\nThat spells a heap of trouble for big box retailers who are paying rent on hundreds, if not thousands, of expensive locations and doling staff salaries to run those stores. Just ask Best Buy, JCPenney, Sears, Rite Aid, Staples. If I don’t have to, I don’t want to drive, park and search the aisles of warehouses (which have the ambiance of a hospital, by the way) to get what I can get cheaper, easier – and delivered! – from Amazon.\r\n\r\nDoes this mean our Main Streets and malls will become ghost towns? No, but most likely there will be a very painful transition for many unless they start selling goods, and especially experiences, which we can’t get anywhere else. To get me offline, my downtown will have to have places like a wine store that lets me taste before I buy. Or a hardware store with old wood floors that creak and crotchety men who will tell me what kind of latch to get and how to apply varnish correctly. It may be all in my head, but that hardware store I still drive to takes me back to some vague Jimmy Stewart-esque movie where the world was nicer, simpler and cozier. That’s something that I can’t get on Amazon – even with my Prime membership.', 'I Went Prime', '', 'inherit', 'closed', 'closed', '', '945-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 945, 'http://cbx.cappendev.com/945-revision-v1', 0, 'revision', '', 0),
(1296, 1, '2018-09-24 18:48:57', '2018-09-24 18:48:57', '<a href=\"http://cbxblog.com/wp-content/uploads/2011/06/KarenSmith_Blog.jpg\"><img class=\"alignnone size-medium wp-image-3085\" title=\"KarenSmith_Blog\" src=\"/wp-content/uploads/2011/06/KarenSmith_Blog-300x299.jpg\" alt=\"\" width=\"40\" height=\"40\" /></a>\r\n&nbsp;\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/06/tree-falling1.jpg\"><img class=\"size-medium wp-image-3084 aligncenter\" title=\"tree-falling\" src=\"/wp-content/uploads/2011/06/tree-falling1-300x240.jpg\" alt=\"\" width=\"445\" height=\"355\" /></a>\r\n\r\n&nbsp;\r\n\r\nRecently, a client asked me what it took to get innovation through to activation. Insight-driven idea – check. Consumer validation – check. Alignment with strategic objectives – check. But many times, great ideas just languish on the shelf, never making it out of the concept phase. If innovation happens, and no one listens, is it truly innovation?\r\n\r\n&nbsp;\r\n\r\n<a href=\"http://cbxblog.com/wp-content/uploads/2011/06/Pckg_Mkt_FridgePack_article_pic.jpg\"><img class=\"size-medium wp-image-3087 aligncenter\" title=\"Pckg_Mkt_FridgePack_article_pic\" src=\"/wp-content/uploads/2011/06/Pckg_Mkt_FridgePack_article_pic-300x249.jpg\" alt=\"\" width=\"300\" height=\"249\" /></a>\r\n\r\n&nbsp;\r\n\r\nThe name of the game is synergies. It takes a village to raise an idea – marketing, operations, sales, legal, finance, plus a route to market that sets the idea up for success, and a strategy that everyone can understand. When I helped launch the <a href=\"http://www.bizjournals.com/atlanta/stories/2002/08/05/story5.html\" target=\"_blank\">Coca-Cola Fridge Pack</a> in 2003, all the right elements were in place:\r\n\r\n-    A strong consumer insight. We’d done a packaging <a href=\"http://www.marketresearchworld.net/index.php?option=com_content&amp;task=view&amp;id=3696&amp;Itemid=78\" target=\"_blank\">A&amp;U (Attitude and Usage)</a> study that led us to a number of insights, including the fact that consumers wanted an easier way to store and use soft drink packages in the refrigerator. They couldn’t tell us how to solve the problem, but they could tell us what they wanted.\r\n-    A convergence of business needs. The Coca-Cola Company had just invested heavily in <a href=\"http://findarticles.com/p/articles/mi_m0UQX/is_9_66/ai_92725133/\" target=\"_blank\">packaging innovation insights</a>, and was looking for a return on that work. There was a bottler who had extra production capacity and who was open to investing. And there was a supplier who had ideas in the pipeline that met the consumer objective.\r\n-    An irresistible story. Once upon a time, there was a package that fit more easily in the fridge, generated huge consumer interest, and was proven to increase sales while improving consumer perception of the brand.  I literally walked the halls of Coca-Cola, carrying a sample of the package and a deck of talking points about the positive impact to the business, getting people excited about the idea, and collecting team members along the way.\r\n-    A senior evangelist. We had the support and ear of the president of Coca-Cola North America, as well as the head of the bottling organization. We were making a game changing move, and having senior teams on board reinforced our goals and helped rally the idea within the organization. Everyone knew it was a priority, not just a project.\r\n-    A compelling solution with few compromises. We had a structural design that worked well, both as a strategic solution and as an operationally sound solve.  Consumers overwhelmingly told us that they preferred the new design of the Fridge Pack over the existing square box, and in-market results backed up this information. Best of all, it worked the way it was supposed to work.\r\n-    A partnership of marketing, manufacturing and suppliers. We had an engaged, highly cross-functional team, from the earliest stages of the project and from the top down, that was willing to provide resources, support and help break down barriers to success.\r\n-    A great story for retailers. Who isn’t looking for new news? And Coke had the advantage of strong retailer partnerships. The launch of the Fridge Pack required complete overnight store resets in the early markets. We were able to build a story around increases in sales, margin and consumer interest that enabled the bottler to sell the package in (taking on new slotting fees), and convinced retailers to agree to the resets. Without that partnership at the retailer level, the whole project would have come to a grinding halt.\r\n-    A scalable small market test.  We were able to launch in one market in a repeatable way, testing communications, packaging structure, consumer preference and perception, giving us guidance for how to execute a larger launch. Test results within the initial markets gave Coca-Cola the confidence to move forward and lead the charge in launching nationally.\r\n-    Realistic objectives that helped us eat the elephant. As a team, we knew that launching the Fridge Pack with a brand as large as Coke, in a system that produces millions of packages a year, was a daunting task. By working with small markets at the outset, setting attainable but challenging goals for the launches, and then measuring and reporting regularly on results, we were able to demonstrate success, account for corrections and build a compelling story for a broader launch.\r\n\r\nThere’s no shortage of great ideas. But as this proves, ideas need someone with them in the forest in order to be heard.', 'If a Tree Falls in the Woods…', '', 'inherit', 'closed', 'closed', '', '882-revision-v1', '', '', '2018-09-24 18:48:57', '2018-09-24 18:48:57', '', 882, 'http://cbx.cappendev.com/882-revision-v1', 0, 'revision', '', 0);
