Z-Files

The Olympics begin this week. NBCUniversal has set an Olympic advertising record this year with $1.2 billion worth of ads booked. As an advertising venue, the Olympics are a tricky proposition,…

Credit: Etsy Brands can forge a deep bond with consumers when they connect themselves in a genuine way with something happening in the culture. It somehow makes their messaging seem…

Thanks to OZ’s Tim Bradley for sending along news of the Toys “R” Us brand video from Cannes last week, a first in that it was created using Sora, Open…

Thanks to OZ’s Kacie Burton for sharing an article about an AI-based campaign from Pedigree, launched in New Zealand, which has captured an Outdoor Grand Prix at Cannes this week.The…

Brand mascots (just like advertising jingles) have grown a bit passé. As one marketing expert says, “Brands in the digital world can now connect with their customers directly through social…

Unsplash / Matt Foxx The New York Times recently discussed the concept of Journey, what we at OZ call a Deep Metaphor.Many people have grown tired of the word “journey.”  As the…

Unsplash / Maddi Bazzocco Have you ever found that big-time social media influencers seem a little…phony?  Here is a lesson in psychology and persuasion that explains why.New research published in…

Credit: Communication Arts Surrender is a choice. In North America, most local newspapers are in full white-flag mode, either because ownership wants to maximize profit at all costs, or because…

The Kentucky Derby, run this past weekend, is an example of how a legacy brand can maintain its traditions while also pivoting to remain relevant to a new generation.For decades,…

Interesting analysis here regarding the success of the toilet paper brand, Who Gives a Crap.According to the author, Who Gives a Crap has become a badge brand by making the use of…

A classic Harvard Business Review article focuses on how to make the most of a polarizing brand.  Yes, some consumers may hate you. But rather than try to win them over, you might…

Unsplash / Jesse Orrico A common marketing challenge involves breaking through inertia.  Getting people to do things they know they should do, but don’t – either because of laziness, status…