Innovation – Page 19 – universal positive

A new direction…

April 2, 2024January 20, 2009 by Roger Darnell

On this day, Tuesday, January 20, 2009, people around the world are tuned to the scene in Washington, D.C. where in just a few hours, Barack Obama will take the oath of office and become the 44th President of the United States of America. He is bringing a large measure of hope with him to … Read moreA new direction…

The American dream….

April 2, 2024November 4, 2008 by Roger Darnell

In so many ways, today is just like every other day. Some people who have set out to achieve something will be successful, while others may be disappointed in their quests. Depending upon fate, we can probably expect those in either of those groups to find, soon enough, that their journeys continue… that another day will come when they’ll have another chance at victory. At the same time, there’s a good reason why, in 2008, so many people are still familiar with a phrase written more than 2,000 years ago by the Roman poet known as Horace: carpe diem… seize the day.

Words from the wise: Quick chats with leading brand designers

June 4, 2025March 20, 2008 by Roger Darnell

Next month, the Corporate Design Foundation will convene its 3rd Annual @Issue Business & Design Conference in New York. Offering attendees a full day’s worth of opportunities to hear from the CEOs of Herman Miller and other prominent companies on how design has positively impacted their bottom lines, the event will also host talks with the companies’ creative and design directors. For more insights

Branding rules to make or break…

April 1, 2024December 18, 2007 by Roger Darnell

Originally published December 12, 2005. As a starting point to your own year-end ruminations about the effectiveness of your company’s brand — or that of one you envision spawning after the last bit of confetti has settled to the earth on January 1 — here are some trusty new rules on branding, courtesy of New York City-based branding consultancy Sterling Group, as reported by Chief Marketer Magazine.

Friends, passionistas and influencers… shall we roar?

April 1, 2024October 2, 2007 by Roger Darnell

Some of the most interesting takeaways from this year’s Advertising Week in New York came from a four-hour session presented by Yahoo Inc. and MediaVest introducing us to our Web 2.0-empowered selves as passionistas. The Sept. 26 session entitled “Passionistas: The New Empowered Consumers” was hosted by craigslist founder Craig Newmark, and further propogated by a BusinessWire press release on the new Yahoo/MediaVest study providing in-depth statistics on us in the course of proclaiming us as proverbial apples in marketers’ eyes. Why? Because we are passionate about our interests… and we devote significant amounts of time (much more than most others) to exploring our interests and applying our talents to make impacts and foster change.

What has your business acumen done for you lately?

April 1, 2024September 27, 2006 by Roger Darnell

Earlier this year, Strategy+Business magazine published a piece by Ram Charan entitled “Sharpening Your Business Acumen.” Teasing the piece in an email newsletter, S+B Editor-in-Chief Art Kleiner informs us that uncommon success can be forged by those of us who can accurately assess larger trends and roll the most poignant implications into our business practices, so long as we’re ready, willing and able to break new ground and preconceive all the possibilities change can render. Charan’s detailed, example-rich article — in which he defines the demanding but yet all-important art of business acumen as “linking an insightful assessment of the external business landscape with the keen awareness of how money can be made… and then executing the strategy to deliver the desired results” — is inspiring.

Here’s my take on his keys to making the most of change.

Marketing Case Study: “Shrek 2”

April 1, 2024July 10, 2006 by Roger Darnell

by Roger Darnell ..Challenge.. In hindsight, it’s clear that few films in the history of motion pictures have been as successful as “Shrek 2” from DreamWorks Animation SKG. When development and production began on the film, closely following on the heels of its big green 2001 “Shrek” predecessor, a global marketing workforce was spurred into … Read moreMarketing Case Study: “Shrek 2”

Everybody’s talking ATTIK…

April 1, 2024June 30, 2006 by Roger Darnell

They had hidden cameras, water and Mars bars. It was inspiring, scary, enlightening and stupid (at times). See how it turned out.

Marketing Case Study: “The Blair Witch Project”

April 1, 2024June 12, 2006 by Roger Darnell

By Roger Darnell

..Challenge.. From all reports, the feature film (and marketing) phenomenon that is known as “The Blair Witch Project” began with a group of dedicated, talented and resourceful filmmakers who were intent on using every asset at their disposal to make a successful film under their banner of Haxan Films.

Marketing Case Study: “My Big Fat Greek Wedding”

April 1, 2024June 1, 2006 by Roger Darnell

by Roger Darnell ..Challenge.. Although modern studio films often have a marketing budget that exceeds $20 million, the marketers behind “My Big Fat Greek Wedding” had to make due with only $1 million. The executive team included IFC Films’ Bob Berney, producers Paul Brooks, Tom Hanks and Rita Wilson, plus Cynthia Rhea and her colleagues … Read moreMarketing Case Study: “My Big Fat Greek Wedding”