March 2011
1 post
5 tags
October 2010
1 post
Halloween as a holiday push →
Love it! Still my favorite campaign. Created this ad as part of a 20 piece media plan (including TV, radio, VOD, print, ROP, OOD in times square, in-store, on-associate, in circular…) lead-off in a 1-2-3 punch for 2007 holiday sales at Sears. The idea is get attention for the brand, follow-up with highlighted innovations on Black Friday and hit ‘em with door-busters during Christmas.
September 2010
2 posts
Brand Personality, A Michelin Story
This article is a reprint of an original article I wrote in 2005 while Director of Strategic Marketing for Michelin.
Brand ‘Experts’ are full of opinions on why/how to give your brand a personality that consumers can relate to. Hey, it’s all about brand engagement; consumers no ‘likey’ = consumers no buy.
Michelin, built its essence long before laundry soap makers imagined that a brand could be...
August 2010
2 posts
“Facebook for friends - LinkedIn for the rest. Period. I won’t accept your...”
– Me
May 2010
1 post
February 2010
1 post
Best reason to be in marketing: move alot and...
My wife and I have one standing weekly tradition in our marriage of 14 years that remains unbroken: No matter what state of transition we’re in, how severe the weather is, where we are or what mood our kids are in.. we always take the time to go out to eat at least once a week.
Sure its a small extravagance, but for a couple with two young kids lead by a stay at home mom.. its a...
January 2010
4 posts
What the heck do I know?
Yeah, probably not too much.. or rather just enough to get stake-holders to listen to ideas that sound plausible, but in reality can only be pulled off by executional experts.
Once, I proposed getting rid of the baby in the Michelin ads. Result: bye bye baby
WatchWorking with my agency on a winter weather radio spot for test in St louis and Minneapolis. Fun stuff, yeah, but brings back slushy memories of life in Chicago.
“You can only jump as high as the awning you stand under”
– me
