As marketers, we’re always trying to learn more about our target audiences. Who are they? Where do they live? How do they learn about the products or services they need? What articles on our website do they download? How long do they stay on a webpage before making a purchase? The questions we can ask and insights we can gather...
Archetype: a symbol, theme, setting, or character-type that recurs in different times and places in myth, literature, folklore, dreams, and rituals so frequently or prominently as to suggest (to certain speculative psychologists and critics) that it embodies some essential element of ‘universal’ human experience. – The Concise Oxford Dictionary of Literary Terms Archetypes are all around us — in literature, film,...
Has your organization made real change in the push for racial equity? Taking a good, hard look at your brand dimensions. 2020 has been the most challenging year I have faced as a leader at Willow. As a new partner in the agency, my resilience, energy, compassion, empathy and morals have all been tested like never before. Just when I...
The new fashionable thing. The term references black as a perpetually fashionable color and is typically used in the statement "(something) is the new black”…as in “Orange is the New Black” the hit series on Netflix. While most marketers are looking for the next, next, we’re taking a look backwards as we start the new year. Because, we know that...
A Concept with Options In a society that is ever-expanding to embrace the ideology of “made to order,” the concept of “one-size-fits-all” is quickly becoming a thing of the past. One industry trend in particular that is quickly gaining traction across the branding field is the use of variable logos. Why limit an organization to a single homogeneous emblem, when...