I was sitting in my first big client meeting where we were rebranding a Fortune 200. There were four of us from the agency at the table, while the other six seats were filled by C-level folks from the company. About ten minutes into the meeting, after the executives from the company had finished their […]
https://smashcommunications.com/wp-content/uploads/2019/04/hourly-v-project.png8001920jmitchemhttps://smashcommunications.com/wp-content/uploads/2015/03/smash_logo_horiz.pngjmitchem2019-04-16 09:14:252019-04-16 09:15:44On Billing for Creative Work
Let’s talk about brand development–or “branding,” as it’s known in the world of marketing and advertising. Most folks think of a brand as an organization’s name, logo, type treatment, color palette, and tagline. Except, these are simply brand elements. When done well, these things can effectively reinforce a brand’s promise of value—but they’re still just […]
https://smashcommunications.com/wp-content/uploads/2018/12/jim_mitchem_branding_1.png8441500jmitchemhttps://smashcommunications.com/wp-content/uploads/2015/03/smash_logo_horiz.pngjmitchem2018-12-14 11:28:072019-04-16 09:16:35The Truth About Branding
I never show clients what they want to see in the initial round of branding copy. My job as a copywriter requires that I be two people. One is to think tactically about goals, benefits, target audiences, and so on. The other is to be completely disconnected from the brand. It’s an absurd way of […]
https://smashcommunications.com/wp-content/uploads/2017/01/branding-copy2.png15362628jmitchemhttps://smashcommunications.com/wp-content/uploads/2015/03/smash_logo_horiz.pngjmitchem2017-01-19 10:09:352017-01-19 10:27:39How to Write Branding Copy
https://smashcommunications.com/wp-content/uploads/2016/06/brainstorming.png10421176jmitchemhttps://smashcommunications.com/wp-content/uploads/2015/03/smash_logo_horiz.pngjmitchem2016-06-06 12:37:082016-06-07 16:47:32The Truth About Brainstorming
https://smashcommunications.com/wp-content/uploads/2016/04/citi.png297616jmitchemhttps://smashcommunications.com/wp-content/uploads/2015/03/smash_logo_horiz.pngjmitchem2016-04-19 09:23:132016-04-19 09:53:16The Rise of the Internal Ad Agency
On Billing for Creative Work
/0 Comments/in Advertising, Branding /by jmitchemI was sitting in my first big client meeting where we were rebranding a Fortune 200. There were four of us from the agency at the table, while the other six seats were filled by C-level folks from the company. About ten minutes into the meeting, after the executives from the company had finished their […]
The Truth About Branding
/0 Comments/in Smash News /by jmitchemLet’s talk about brand development–or “branding,” as it’s known in the world of marketing and advertising. Most folks think of a brand as an organization’s name, logo, type treatment, color palette, and tagline. Except, these are simply brand elements. When done well, these things can effectively reinforce a brand’s promise of value—but they’re still just […]
How to Write Branding Copy
/0 Comments/in Branding, Writing /by jmitchemI never show clients what they want to see in the initial round of branding copy. My job as a copywriter requires that I be two people. One is to think tactically about goals, benefits, target audiences, and so on. The other is to be completely disconnected from the brand. It’s an absurd way of […]
The Truth About Brainstorming
/0 Comments/in Smash News, Writing /by jmitchemBrainstorming. It’s a valuable business concept that makes us valuable members of a team. Except, it’s a death knell to creativity.
The Rise of the Internal Ad Agency
/0 Comments/in Advertising, Sustainable Marketing /by jmitchemOnce upon a time you hired an agency to build amazing ad campaigns, and place that content in places people congregate. Not much has changed.