David Lemley has written an article featured in Design and Display Ideas Magazine. The article, ‘The Indelible Brand, Bonding with the Customer’ is featured in the publications ‘Think Tank’ section, a monthly column for industry leaders to provide innovative perspective on branding and design. ‘The Indelible Brand’ emphasizes the importance of bonding with the customer through a brand’s unique individual character communicated through its personality.
The article explains the importance of understanding the personality of the customer in conjunction with the personality of the brand.
As an example, Lemley states: (more…)
I was invited to be a judge for the Retail Advertising Awards (RAMA) in NYC with Robert Raible, Mike Gatti, Greg Clark, Kathy Doyle Thomas, Michael Tam and several others who ended up doing their part on a different day. One of which I was dying to meet and not just because she is a stellar creative director like all of the others. I am talking about Andrea Vollmer, VP at Best Buy. Why? Because she was officially the first person to subscribe to my newsletter, BrandTail.
Now about the work. Outside of broadcast it was mostly just okay (sorry, but its true.) There were a few stand-out pieces including Leo Burnett’s outdoor sundial for McDonalds and Copacino’s work for Seattle Aquarium. The most comprehensive and thoughtful muliti-discipline work that integrated brand strategy beyond merely an advertising hook was Sak’s Fifth Avenue, created by their in-house agency. Everything else paled in comparison.
I think there is a struggle among retailers and their creative partners that, when I look at most of the work in this competition, and even the winners, feels compromised somehow. I want to call it lack of trust on both sides.
David Lemley has written an article featured in Design and Display Ideas Magazine. The article, ‘The Indelible Brand, Bonding with the Customer’ is featured in the publications ‘Think Tank’ section, a monthly column for industry leaders to provide innovative perspective on branding and design. ‘The Indelible Brand’ emphasizes the importance of bonding with the customer through a brand’s unique individual character communicated through its personality.