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By: Hillmullikin  09-12-2011
Keywords: Branding

Posted by on Nov 10, 2011 in , , |

Good design is:

  1. Is innovative – The possibilities for innovation are not, by any means, exhausted. Technological development is always offering new opportunities for innovative design. But innovative design always develops in tandem with innovative technology, and can never be an end in itself.
  2. Makes a product useful – A product is bought to be used. It has to satisfy certain criteria, not only functional, but also psychological and aesthetic. Good design emphasizes the usefulness of a product whilst disregarding anything that could possibly detract from it.

Posted by on Oct 27, 2011 in , , |

Posted by on Oct 12, 2011 in , , , , |

Although deadlines often drive our inspiration, on occasion arbitrary deadlines cause us to turn in less than stellar work.

Posted by on Jul 23, 2011 in , , |

In concept, the creative brief serves a great purpose but in the throws of getting work done it is often overlooked and great opportunities to do great work are missed. There are many different formats for a creative brief and I am a believer of simpler is better – and actually, I am not a fan of the creative brief at all.

Posted by on May 4, 2011 in , , , , |

You hear it referenced a lot, but the old adage of “Good. Fast. Cheap. You get two out of three”, is still my Golden Rule of Value. You can’t stand for anything if you try to stand for everything.
Pick two:

Posted by on Mar 26, 2011 in , , , |

I sat in a great session at SXSW 2011 where Intuit talked about how they define the user experience in their software by starting broad and working narrow. They use a very simple question to define user experience decisions, it’s so simple I am ashamed that it took me this long to see it.

Ask yourself this:

Posted by on Mar 19, 2011 in , , , , , |

Good work is subjective, smart work is successful. Great ideas and beautiful design work are often judged on the backend of the project by clients and creative teams. Where smart work is judged by ROI after the results are in.

Smart work takes time. Time to think through the problem before we ever get to a solution. Sometimes it even takes more creativity to find the problem than it does to come up with solutions. So make sure that you give yourself enough time on the front end of a project to identify the real problem and then concept a smart solution.

Good work looks nice but often solves the wrong problem. Smart work defines the problem, and then delivers a great solution that drives results.

Posted by on Jul 29, 2010 in , , , , |

I was fortunate to get a chance to participate in Brains on Fire’s 2010 Fire Sessions today and, as usual, they put on an extraordinary event. I started my career with them almost 15 years ago and over the last 10 years have remained great friends with them all and enjoyed watching them spread their passion and find their voice.

Posted by on Jun 30, 2010 in , , |

Wow, it is a great time to be a marketer. So, we may have missed Madison Avenue, Ogilvy and rubylith, but this could be one of the greatest times ever to be in advertising. Although the foundations of good marketing cross all mediums and are more important now than ever, the ability to deliver low-cost, high impact messaging has been revolutionized with youtube and handheld HD. This video is amazing and should inspire us with endless possibilities for video on the web. If you are not using video to promote your product or service yet, what are you waiting for?

Branding is about differentiation.  About standing out and being easily identifiable in a herd.

But brands are not things that companies and marketers create.  Brands are built in the minds of consumers.  And the art of “branding” is what allows you to plant that seed in the consumer’s mind.

Many think you have to have a sexy product or millions of dollars to build a brand.  The reality is all products or services, B2B or B2C, can build strong brands in the minds of their customers.
How? By focusing on these four key attributes that all successful brands share.

Keywords: Branding

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