close

latest posts

Brand's Newest

The future of Creativity is DATA

http-hypebeast.comimage201705nike-unlimited-stadium-manila-1
I couldn’t pass the opportunity of writing after this two articles hit the web this past week.
There is no hiding the fact that A.I within the marketing space is both scary and exiting.
A.I creativity can both damage and enhance our sector.
IBM’s A.I Watson computer has jumped from market to market, using extensive data to make accurate business-choices that once were only done by top strategists and data analysts.
 Unlimited-Stadium_Nike_perspective
Within different subject lines, Adweek and GQ managed to pinpoint on a once semi-underground subjects.
The power of DATA.
The sign of a FAD becoming a TREND is when mainstream magazines like Adweek and GQ make it a subject line on a news piece.  Articles like this become code for every strategist to say “Should we be doing that too?”
It’s through this amplified media I predict we’ll get more examples of data used for creativity that we should keep our eyes on.
maxresdefault-1
I’m sure you were as impressed as I was by the news that Amazon acquired Whole Foods.
After all why does a digital giant want with a brick and mortar niche market?
If you read Hungry for your data GQ Article, it doesn’t address the distribution power behind Whole Foods, but it talks about the power behind the DATA that the company holds. 
Whole Foods holds precious data from the real world, that the digital giant seeks and needs. A new way to understand the way to enhance both digital and store shopping is by knowing how we shop in both worlds.
This acquisition is basically foreshadowing the future of retail strategy within the digital data space.
http-hypebeast.comimage201705nike-unlimited-stadium-manila-1
As strategists we must  understand how to guide our clients into a data driven creative/strategic world.
To help them navigate new data analytics softwares or services in order for these to help us develop effective strategies from day one.
What I liked about the Creative data campaigns From Data to Tada AdWeek article, is that we’ve seen a few examples of data being used for creativity, but none as amplified as the once they list.
When you get a topic to become a compendium of thoughts within an article… That’s when it gets amplified!
This data creative examples are the future of case studies we must understand and replicate for the future of our clients.
Data is knowledge, and Knowledge is power after all.
read more

12 Months x 12 Brands

Follow the Rabbit

DBC’s new identity has me thinking: Where did the CONCEPT go?

DBC_poster

Where has the value for market research and consumer insights go to?
How is it that clients and agencies alike are giving less thought to this first and (to my humble opinion) most important step for any Brand Strategy.
 DBC_mockupaka – THE BRAND CONCEPT 

Crunched times, hard deadlines, small budgets…  All clearly affecting the “concept”. But NONE of these is an excuse to jump this key strategic process!

Ok Ok … I agree I have to think of the man/woman behind the Brand or Account.
Brand Owners, we shall call them, are the experts behind their strategy. Owners that of course (and rightly so) have revenue and ROI’s in their mind.

Safe to assume, the first thing that pops into their mind when you dare say the words concept are:

“How long will it take”
“How much will it cost me”
“We don’t need a concept for this part”my personal nightmare

milk2

While starting to redesign The Dashing Brand Club ’s new identity, I didn’t have to start from scratch, wonder what direction I was going to take or worst, just seeing if I can come up with something good out of nothing.

All I had to do was, check the Brand’s initial concept document where a clear defined personality and Brand values were established Proving that a well thought concept is an effective way to reshape a Brand’s new identity without the risk of loosing a Brand direction

Concepts are of the same value to strategies, as the Adobe Suite is to Graphic Design.

Is not a matter of time.. is the creative toolBrand Strategists use to create.

postersDBCOur Brand creative-thinking comes from the insights we develop during the concept making process.

What is best for the Brand, what is good for the Brand, what does this brand even look like?
Are questions answered only through a clear CONCEPT.

The only side I’m with, is the Brand’s side. I can’t help It… it’s even in my professional title Brand Strategist.
I believe I can even come up with a creed:

Thou shall create a strategy that expresses and fulfills the Brand’s Creative Concept as well as its Strategic Business needs.

read more
Follow the Rabbit

Follow the Rabbit: LINCOLN CENTER

rl_1

“I’m not crazy, my reality is just different than yours”

New York City becomes a stylish winter wonderland of urban and elegance. When the temperature has gone down, the street-runway of stylish coats and gorgeous boots begins.

And so does the METROPOLITAN OPERA Season.

The #SatinRabbit takes a visit at Midnight hour to the glimmer and shine of the epic space that will host one more opera season. A season of tuxedo jackets and sequence dresses that is sure to receive a new standing ovation.

rl_5rl_2 rl_3 rl_4

read more
Follow the Rabbit

Follow the rabbit: Central Park

“How long is forever? … Sometimes, just one second.”
One second of stylish-eternity is exactly how I felt in this all ZARA outfit.

You’ll know where to find the #SatinRabbit for his Holiday outfit.

ZARA MAN, once again has read my mind with its 2016 Fall-Winter collection.
It’s URBAN meets ELEGANT selections is giving me all sort of dirty mind feelings.

read more