SuperQuattrone

...The Quattrone Report

Moving on



I have a job, I am happy to report.  I will be working for Venables Bell & Partners on the Audi business.  I looks like an ideal job and I'll actually be based out of Herndon VA, which is close to my hometown.  Cheers!

Airlines, The Pope & Detroit

April 20, 2008



What do all of these things have in common?  Me.  As weird as it sounds I was surfing youtube for interesting tidbits that I wanted to write about and I stumbled across this news piece. 

The news clip talks about the Delta/Northwest Airlines merger that makes it the worlds largest airline.  I flew Northwest this past week.  It then went on to talk about the pope, and his visit to D.C. and NYC.  I am catholic, and was just chatting with someone about how fresh the popemobile is the other day.  Finally, it talks about some scandal with the mayor of Detroit.  I flew Northwest to Detroit this week.

Weird...it was like this news was tailor made for me.  Or not, whatever.  Sorry about being such a bad infrequent blog poster.  If you go to my other links for magazines, and coffee & convo you'll see some new content.  Also check out the Flickr page, and the flicktra page which boast current photos.

Thanks,


Sharing my birthday with Easter

March 23, 2008



It's that time of year again.  That's right: my birthday, oh and Easter of course.  This is the first time in my life, I believe that the two days have occurred simultaneously, and what a privilege it is.  My birthday of late has become less important to me over the years.  As I get older I see things in a different light.  I am older, so that's one thing.  I also am losing my ability to see, I can't keep weight off as easily as I used to, and it's becoming harder for me to wake up in the morning.

That being said happy 29th to me.  I bet you're saying to yourself, "Wow, all that is going on and he's not turning 53?".  I know, well it's been said that I'm 29 with the soul of a 53 year old.  So this year I'm glad Easter has nestled up along side my birthday.  It gives me a chance to look back and evaluate how important I am compared to Jesus.

For one thing, billions of people don't pray to me every night.  I definitely have not performed any miracles lately, except well there was this one campaign....but I digress.  I haven't rode shotgun at the right hand of the father and granted salvation to anyone lately. 

So yeah, in the grand scheme of things I'd say go out and celebrate Jesus' resurrection.  It's a lot more important than me.  I went to mass today, and saw everyone all dressed up.  It was amazing to see how happy people can be on Easter.  I don't know if it's just the kids on a sugar high from their Easter baskets, but it makes me smile.

I thought I could go through life without using Vista

March 12th, 2008



But maybe I was wrong.  All I know is that I just learned about Microsofts newest hotness, Photosynth, and man am I itchin' to give it a run.  The only problem is that I'm a Mac user, and I can only view it through Vista or XP.  I no longer have a PC, so I'd have to buy that program that splits my processor so I can run MS and OSX at the same time. 

In case you were wondering just what the heck Photosynth is, let me clue you in.  It's a new program that Microsoft unveiled at TED this year that uses hundreds of photos gathered from Flickr to give you a virtual tour of a space.  For example, there are tons of images of the Taj Mahal on Flickr, right?  Well, now there is a way to gather all of those images and move them in sequential order giving it the effect of video.

This can be helpful because it's not like you're relying on traveler guy and where he decides to point his video camera based on his interests.  Now, you can experiences the Taj in a unbiased sort of way with high res photos that make it more real.

Microsofts cool points just went way up!


Etsy part two

February 4, 2008

I can't imagine a cooler company to work on in my last semester at the VCU Brandcenter.  Everything seems to just be going right.  I did the initial deep dive like all of the Creative Brand Managers are supposed to do, and it was just different this time.  Unlike other brands that I've worked on I came up for air realizing that I love this brand.  I think that they've got by far one of the most creative businesses out there.

It was a little difficult for me to set goals, and an assignment for my team because the brand is so young, they have never had a business plan, and all indications showed that they weren't in a tremendous rush to expand.  Since that initial dive however, things have taken many turns for the better.  We were able to actually contact the marketing department and they even granted us an interview with head of marketing Matt Stinchcomb.

We were able to learn a lot of valuable information from him, and we've even lined up a time to present our ideas to the company when an Etsy contingent comes down in April for a symposium here at VCU.

That's not all though.  We recently learned that Etsy has agreed to a finance package worth over $27 million that will help them grow the brand.  So my initial worries that this company would fear becoming a highly visible brand has been quelled.

Overall, our group has been really motivated to do good work on this assignment because it feels like we can actually do some good and be heard.  I was inspired to create the best leave-behind I've ever come up with.  Charles Hall, our professor told us that he would like us to be able to experience our brands so I went out and made him a custom candy painted purple skateboard that had a metallic silver boombox on it.  I made it with the help of my friend Phil Grinter of Beaster Boards.  The board was a hit with Charles, who loves the color so purple so much that he even named his newborn baby girl Violette.

Everyday recently I have been waking up just beaming with hope for what kinds of work we'll be able to do for this brand.  This just goes to show you that when choosing who to work for it is important to want to go to work everyday.  I think wherever I end up in the next few months after I graduate, if I can get this excited about work my life will be in a good place.

 

Superbowl advertising leaves much to be desired

February 4th, 2008

Last nights Superbowl was very lackluster in many ways.  The game overall was boring until the 4th quarter.  The advertising was merely okay, and a lot of times made some of the people at our party want to leave.  Usually these ads wouldn't be overly scrutinized at most parties, but the one that I was at happened to have about 20 students from the VCU Brandcenter there, all of which are clawing to break into the Ad industry in the very near future.

The only reason I posted this pic of the Victoria Secret's spot was that it was simply a very highly searched commerical on google.  Which goes to show that it doesn't have to always be the funniest or most creative ads, it just has to get people motivated to do something.  That word "do" being the operative.  Get people to go to the website, get people to the door, get people to talk, just generally get people to do.

I thought the ad was okay.  Looking at the model I wasn't really rushing to fast-forward with the DVR.  Really I thought creatively it stunk, but strategically it did the job.  The following lists that I'll throw out are the ads that were a hit at the party, and then I'll key you in on a few that I was fond of personally.

Top 5 (concensus)

1).  Tide "stain-stick"

2).  E-Trade "Baby"

3). Bridgestone "Alice-Cooper"

4). Fedex "Carrier Pidgeons"

5). Victoria's Secret "Hot Model"

Top 5 (Superquattrone Stamp of Approval)

1). Fedex "Carrier Pidgeons"

2). Bud Light "Will Ferrel"

3). LifeWater "Lizard-Thriller"

4). Tide "stain-stick"

5). Salesgenie.com "Cartoon Pandas"

 

VCU Brandcenter project 1

January 21st,



Well, our first official campaign this semester at the VCU Brandcenter is for Charles Halls Building Brands in International Cultures class.  I am extremely excited about this project for a number of reasons.  We have a great team full of people I enjoy working with and our product is dopalicious.

We are working on a website called etsy.com which is an online marketplace very similar to an ebay, or amazon.  The difference here is that the products listed by sellers are all homemade.  This is right up my alley because everything you buy is exclusive.  You know that if you're walking down the street in Richmond in a t-shirt from this site, the chances are slim that you'll run into someone with the same shirt on.

I think it has mass appeal, and has already registered members in several countries.  Our job is to create a campaign that could bring etsy across that top-of-mind threshold in several countries.  Check them out at http://www.etsy.com  you won't regret it.  The site has a wefeelfine.org flavor built into the way you search for stuff.


VCU Brandcenter or Gattaca?

January 15th,



Yesterday marked our first day in our new building, the VCU Brandcenter.  A few things came to mind when I was sitting in Charles Hall's class in the afternoon. 

1).  Wow, this building is real official
2).  My leg just fell asleep, and I hope nobody notices a limp the next time I get up to walk
3).  I feel like Ethan Hawke in Gattaca

In case you're not familiar with obscure nineties movies it's the one where this guy lives in a futuristic world where they are able to manipulate how children are born.  Essentially parents can pay to have perfectly brilliant, athletic, attractive offspring.  And then there's Hawke's character who is like one of the last children of the non-genetically enhanced variety.

Long story short, he wound up at this silly academy and pretended to be one of the others so he could get into this elite space program deal.  Anyways, that's how I remember it.  And I couldn't help but feel a little overwhelmed by this building.  It is truly remarkable don't get me wrong, but I couldn't help but feel humbled by being there.  Do I deserve this?  Well, I guess I'll just run with that whole Ethan Hawke role and go with the notion that whether I deserve it or not, I'll get things done. 




WTF Starbucks?!?!?!

January 15th,



I'll just preface this by saying that I'm usually a big fan of the way Starbucks chooses to market itself.  That being said, when I was in one of their stores the other day in Manhattan I was dismayed to find out that they are trying to market Skinny Lattes and Mochas.  First of all, these drinks are not new.  Anyone over the last several years could have ordered these drinks if they wanted to.  Second of all, they are breaking up the order in which they built their brand upon.

I know the humble opinion of a student at the VCU Brandcenter may not count for much, but come on.  Part of what made Starbucks special was that you always had a feeling that the barista's were capable of making any drink order you threw at them.  A tall vanilla Skinny Latte is code for: tall, non-fat, sugar-free, vanilla latte, no-whip.  Granted it is easier to say, but who says easier is better for this company.  For years easy was far from my mind when I thought about Starbucks.  Complex is a word that fits, and so is smart, but I would never think easy.

One of the main reasons the company states as a reason for Skinny drinks is that people are trying to get healthier in the new year.  That may well be true, but I think they can figure it out for themselves.  Plus, using the word skinny sounds like you are telling people that this is what they need to be drinking, or that skinny is something they should aspire to be.

I just don't get it.  The whole thing bums me out. 


Impractical item of the day

December 19, 2007


The Chanel Fashion Bike.  I don't know about you, but when I'm all chillin' in my emo gear riding around town I want people to know that I'm flossin', and that my relationship with my family is deteriorating.  Priced to roll out of a Chanel boutique for around $12,000.  Who needs a SmartCar?  For the same price you can save the environment, and get a good workout.


Found: The Cure for Dead Leg

December 17th, 2007



Dead leg has been a serious concern for me for the past year.  I don't know what exactly causes it, but sometimes I'll just get this shooting pain in that region of my body that connects my leg to my hip.  All of the sudden I won't be able to walk.  This happened to me this morning when I was trying to get ready for work.  I go in to brush my teeth and suddenly I'm having trouble just walking.  You should see me I'm all looking in the mirror brushing my teeth, with my forehead all rolled up looking like I'm about to cry.  One time, this summer, I was walking through the East Village with my girlfriend and it hit me.  I tried running through the pain real quick to get rid of it, but it didn't work.  The only thing that happened was that I almost fell down a pothole.  Curiously though, a McDonalds breakfast seemed to clear up the pain.

Well I decided to get to the bottom of this today at work.  I wanted to see just what the hell this affliction is.  You might be asking, "Hmm Joe, why don't you just go to the doctor?"  That is a very valid point, but who has time for that?  So I just went to the end all be all: Urban Dictionary.

Dead Leg


its where you smash somebody in the leg really hard and there leg goes like numb, and they have trouble moving it because you just smashed it.

Dooge: man just shuts aop!
Matt: DEAD LEG!!!(smash)
Dooge: ow man shits!

So, when that didn't really help me so much I went to a more reputable source and described my discomfort.  This girl on yahoo answers seemed to be having the same problem, and it is more my hip than my leg! So, should I call it dead hip?  No, dummy...A hip flexer.

Hip flexer?
Could be Iliopsoas syndrome... Common injury to runners... dancers...Gymnasts... Caused by repetitive hip flexion... Muscles have small fluid filled sacs in them (sort of cushion between the muscles) they allow muscles to glide over each other... With repetitive motion they can become inflamed in turn making less space for the muscles to smoothly glide... hence they rub against each other and get irritated which make them swell... causing a tendinitis... (swelling of the muscle) creating pain... If you have shortened muscles you may have overstretched them causing tear or strain... Not knowing the whole scenario hard to say... but these are two viable options as to the cause... You could have had a MRI scan or ultrasound to confirm this... Hope it is feeling better for you!!! Stick with the stretching exercises that I am sure you received in rehab... as well as postural issues which I assume they covered with you... Good healing!!!

I'm glad that's resolved.  I'll just ice it down, and keep stretching it out.  Should all work out fine.  I'll let you all know in a few months, but if you see me walking like a zombie just know to get me to the nearest McDonalds.





Present These to Your Boss and You're Fittin' to get a Promotion

December 16th, 2007



I learned about these hip hop graphs earlier in the semester, but had so much stuff going on to post anything.  When I first saw them at school I nearly pissed my pants.  I can only imagine going into Don Just's Business of Advertising class and having some of these slides on there trying to explain things rationally without cracking up.  Here's some of my other favorites:












Apparently some kid at MIT created them, but there are mixed stories floating around out there.  I found them on jamphat.com/rap.  There are many more graphs, charts, histograms, and yes my personal favorites Venn diagrams to peruse, so next time you're putting together a presentation for your boss go grab some of these puppies off the next to spruce up your slideshow.

I feel like this can be taken across music genre's as well.  Can't we figure something out for "It's 5 o'clock somewhere", or what about the scores of Michael Jackson songs that can be trivialized by something like this.  Anyways, thanks to whoever created these for brightening my days.




Droga 5 Fuses Graffiti with Art

December 3rd,



This past week Droga 5 the agency responsible for creating The Tap Project for UNICEF has created another captivating piece of marketing.  In this case they have taken two clients (Calvin Klein, and New Museum) and created a stunning billboard at the corner of Lafayette and Houston in New York City.

The billboard went up originally as a typical fashion ad would, but then Droga 5 had a three part unveiling where they splashed pink paint on the billboard until it was apparent that the logo or silhouette of the New Museum was apparent within the graffiti.

Calvin Klein has always been at the forefront of their industry when it comes to the advertising that they put out, and it now looks as if they are bringing that foreward thinking to a new level in a somewhat predictable industry.

For the New Museum this is not the only bit of advertising they've had done for them.  Droga 5 has also used the same type of silhouette style placement in the New York City Subway. 



The unique architecture undoubtedly was inspiration for the logo design, and fit perfectly with the point of the creative that was done on this project.  What the museum needed was brand awareness, and being that it houses contemporary art there was a tremendous synergy between its purpose and the work that Droga 5 has done for it.

The same agency that produced the incredibly imaginative work with The Tap Project has another fine piece to add to the portfolio in my opinion.  It is work like this, that thinks about inventive ways to respond to a clients objective that makes them one of the top creative shops in the country.  Being that I myself aspire to be a client one day, I would love the opportunity to work with an agency of this calibur.






Sean Taylor Will be Missed

November 27th,

Sean Taylor died this morning after being shot in the leg by an intruder at his Palmetto Bay home yesterday. This is shocking news to I'm sure everyone that knows anything about football.  I am particularly saddened by this tragedy because Taylor was the best player on my favorite team and was one of my favorite players.

I don't really know how to react to this except to say that football in the grand scheme of things doesn't really matter.  He wasn't just an extremely talented football player, but a good man.  He was a fiancee, a son, and most importantly a father to an 18 month old baby girl.

I know that the Redskins will handle this event with dignity in grace with Joe Gibbs as their coach.  The only real thing that they can do is show the world that this hurts an awful lot, and do everything in their ability to take care of the Taylor financially, and emotionally.  I'm sure their will be many events that take place to honor Taylor, but I believe that any one of the players could give up football to have Sean back they would.

As far as the rest of this season goes, who cares.  I love the Redskins, and have been with them since I could walk, but life trumps a season of football.  Whether the skins go out and rally around Taylor's death and honor him to go 5 and 0, or completely melt-down and lose every game I am very proud of the team.

I hope that the few people that read this know that I appreciate you, and wish everyone the best and good health.  It's important coming off of Thanksgiving, and dealing with this death to enjoy life and enjoy each other. 

R.I.P. Sean Taylor

4/1/1983 - 11/27/2007




The 2008 Cadillac CTS Wins the Motor Trend Car of the Year Award

November 20th,



It's real official: The 2008 Cadillac CTS is the Motor Trend Car of the Year.  The award comes in the midst of the biggest launch for GM in over a decade.  Angus MacKenzie, Editor-in-Chief of Motor Trend says the award is significant because it shows the world that Detroit is back in the car business after years of tooling around with SUV's.

I know a little bit about this car.  From January of this year until late May a group of Brandcenter students and myself worked feverishly concocting our own communications plan for the launch of the CTS.  We wound up going the Marriott Renaissance Center in Detroit and winning the case study competition in front of a panel of judges from Cadillac and their agency Modernista.

The ad campaign that Modernista has created for the launch has done a serviceable job.  I like the look and feel of the ads that I am seeing, but don't really like the tag "Does it return the favor"?

I actually have some of our work from the Cadillac presentation that we gave at the GM headquarters here on my website.  All you have to do is go to the tab that I have labeled "My Work" and look for links that have Cadillac referenced. 

I think that some of the elements that Modernista and our student group shared was the intended target and the tonality of the communications.  Nevertheless, kudos to Cadillac and Modernista on a job well done.



What Could the Future be for Sling Media

October 30, 2007



The idea of the slingbox is not something new to me, but it is becoming increasingly more interesting as I continue to study the behavior patterns of people my age.  It seems ideal for that twentysomething person who is starting to travel a lot for work.  Sure it could be the convenience of being able to watch my Redskins if I traveled to Singapore, or having local news with me wherever I go. 

I'd argue that my generation would really love this product for another reason though.  The buzzword 'optimization'.  This word could imply that we are cheap, but we are not.  We simply want to get the most out of what we pay for.  Sling Media allows us to do this.  For an extra $200 that you pay one time you can really take advantage of having to be handcuffed to cable.

I still don't know whether or not you can fast forward through commercials since you are essentially running this through your DVR at home.  I would assume you would be able to.  The commercials aren't even what I see being big with this brand however.  I do believe that if this product reaches any kind of saturation into the marketplace a different beast is going to ride along with this bundle of joy in a box.

That's right, direct marketing.  I feel that there is an opportunity for this product to be a broker between industries such as travel, and restaurants.  There could be a promotion where entertainment guides find their way into boxes, and the direct response to your computer when you hook up the device could be key as well.  The fact of the matter is that advertising like a mosquito will find a way to ride this into mass fruition. 


Goog411: The Newest Joint From Google

October 21st, 2007

Google truly is taking over the world.  I don't mind so much though, because now I never have a reason to pay for 411 again.  Introducing 1-800-Goog-411, the latest market in which super capitalist Google is diving into.  Great news for you and me is that it's completely free.  Just call the number and they have nerds standing by to google crap for you. 

I love it, but I just wander why they are doing it.  They already have tons of brand recognition.  Most likely they are going to throw ads on while you wait for them to look up your destination or phone number or whatever you need.  But maybe, just maybe they have a master plot to just get us so interdependant on their services that we simply can't live without them and we overthrow our government and go all batshit.  Well, it's a thought.  Check out how it works at: http://www.google.com/goog411/




Reliving the Past part deux

October 17th, 2007

As promised, here are a couple of photos from the reunion.  There are many more, but I didn't want to turn my blog into a photo gallery.

This lovely lady is Jill Vinson (Olinger), we go way back to the days of Stratton Woods.  I first met Jill in the second grade, and we've been great friends ever since.  She is now married to Aaron Vinson (who's a tremendous guy), and they have a young boy named Jonas, who I have not met yet, but look forward to meeting soon.

You probably recognize these girls from my graduation photos.  Melissa Neuner (left) now teaches out in Colorado, and Janelle Bittinger (Richardson) is married to Dave Bittinger and lives out in the O.C., and frequently hangs with the Laguna Beach all-stars (she wishes). 

 

Reliving the Past

October 15th, 2007

This past weekend I had a chance to go back to my hometown and relive the glory days (if you can call them that) at my high school reunion.  A lot has changed in 10 years, and I'd be the first to say that.  Yes, it was a treat to see everyone progressing through life.  The receding hairlines, the added pounds (or in my case the loss of pounds), the career paths, where people have gone and what they have done.

A lot of my friends have married, and had kids.  Many friends have moved west and are working in great fields like entertainment.  A lot of people are still in school, myself included, seeking those elusive advanced degrees to make a better life for ourselves.

One thing that has not changed is everyones ability to have fun.  Getting a bunch of friends together to tell stories seems so natural, especially when the focal point of those stories are memories that you think back on quite a bit.  I believe my high school was like any other high school.  Everyone has those great memories to reflect on, but they are personal nonetheless. 

I am glad I had a chance to go back.  There was a great playlist of songs from the nineties which coincidentally is the decade in which I graduated (damn I'm getting old).  Classics like Gangster's Paradise by Coolio, and The Macarena. 

I encourage all of you to attend your reunions when the time comes.  Nothing beats rehashing talk of senior superlatives, and what pranks you played on the underclassmen as your were graduating (mine involved the removal of all of the underclassmens license plates and organizing them in the shape of a 97' on the lawn during their finals).  You get to talk about what people have been up to for 10 years, whether you liked them then or now.  You get a chance to find your buddies and peoplewatch for a little bit and talk trash behind others backs.  Oh high school you are the ultimate US Weekly.

I've put some old pics up from my senior year, and as I get some new ones in from the reunion I will post them as well.

Cheers

 

Brand America is Finally Over

Septeber 29th, 2007

Our month long project for Brand America has come to an end, so I am delighted to get a chance to write again.  If you know me, you've probably already heard some stories from my trip up to New York for Advertising Week, but if not I'll go ahead and fill everyone in.

About four weeks ago, we got an assignment to change perceptions of how the world views Americans, and do so with $2 billion over four years.  No big deal. 

There were five teams from the VCU Brandcenter that were competing for two slots of presentation time at Advertising Week.  After several rounds of strategy and making about 50 cases to Rick Boyko as to why my group should go to New York, he finally picked us to represent the school, along with one other group.

We could have invested the money a number of different ways.  We could have invested in the space program, with the hope that maybe we could leave the planet, and the rest of the world would not have to deal with us.  We could have gone green, or invested in the peace corps, or tried to get our troops out of Iraq. 

Our group decided to rely on communications as our tool.  It's hard for me to articulate our whole idea in one article, so I won't.  If I get a chance soon I will post our Keynote presentation in my link that leads to my work. 

Keith Reinhard, the former chairman of DDB is championing his new cause Business for Diplomatic Action, and was the person asking the question of all of our groups.  He invited our school, Tribal DDB, and Draft FCB to pitch.

I think the point of this whole event was to bring the topic of America and her brand image to the front of people's minds.  It was to recognize the United States is troubled.  Keith was also trying to get some innovative thinkers to bring some ideas to the table.

Was it a success?  Well, my team did not win, but we put up a damn good fight.  The overwhelming consensus from everyone in the auditorium was that the Adcenter teams brought some serious heat.  Matt Freeman, Tribal DDB's worldwide CEO actually said at one point that "when we all graduate from school we are Tribal employees".  Who knows whether he was joking or not, but it was interesting to get that kind of a reaction out of a CEO.  In fact, it was funny that we were pitching against a CEO of a worldwide agency.

This whole process has taught me that VCU Brandcenter students truly are going to rule the world when we all graduate (just kidding).  No, I don't know.  It was a lot of fun, and a hectic month.  If I had to do it over again, I absolutely would.  There are just not that many chances in life to work on a project that has the size, scale, and importance as this one.  In the end, I'm proud of how hard our lovely team of myself, Jacob Lake, Brian Thibodeau, and Derek Szynal worked. 

A Former Insider's Perspective on The Home Depot

September 11, 2007

Recently we were given an assignment in Kelly O'Keefe's Brand Channels class to read some articles related to how consumer's are demanding more aesthetically pleasing choices out of brands and to use that knowledge to talk about how The Home Depot fits into this realm.  This assignment I'm sure came about because of the constant perception that The Home Depot is not as stylish as Lowe's and whether or not it needs to target women more.

I'll give my brief opinions on that and then dive into more pressing issues that The Home Depot needs to address.  I do believe that our society is moving in a direction that prefers style over function, and that is why when I wrote my paper I recommended that The Home Depot start to take action to keep up with this movement. 

I do believe however that this is something that needs to be done over time, and in a very strategic manner.  They can target women in certain initiative, but they must not forget that they are the market leader and have a little bit of a leash to roll this plan out slowly.

On to more pressing issues.  This assignment was difficult for me, being a vet of The Home Depot for over five years. 

I recently left the company to pursue options more closely aligned with my career path.  It was tough to sit in class and talk about the issue of aesthetic appeal and not self-destruct because of my feelings toward the actions THD should be in hot pursuit of making right now.

I'm am going to fly in the face of good grammar right now, and simply list off the areas The Home Depot should address.  They will be in no particular order, but are all very integral to the brand as a whole to operate in a better manner.

1).  The need for consolidation--The company is simply too big.  One of the core virtues of the brand when Arthur Blank and Bernie Marcus founded the company was customer service. 

The company prided itself for twenty plus years in having best in class customer service, and this was a driving factor in the growth of the company. 

As it stands now, there are 2,150 stores in the U.S. alone, which is nearly double that amount of Lowe's stores.  Right now they are opening up new stores all of the time and running into staffing issues they don't have the budget to staff them for maximum customer service.

2).  Focus on operations--To piggyback on the idea that they can no longer offer ideal customer service levels, the same is true for the way they receive inventory and stock the shelves. 
Right now there are poorly staffed receiving departments which pushes the honus of stocking the shelves primarily out to daytime employees. 

In some departments this is not a huge deal, but for the departments like Doors & Windows, Flooring, and Lumber the product is simply to massive to handle effectively during the day and still be able to give customers their undivided attention.

3).  Growing too fast--The explosive growth of The Home Depot in the 80's and 90's is what most companies dream about.  The problem with the period of time this happed for THD
is that it grew before technology grew. 

Now, there are several HD stores in non-major markets that are severely outdated with their computer programs.  I worked for a store that has to print reams of paper to service one customer. 

I would always joke with customer's that they didn't know that they were signing up for a mortgage when they came in to buy their door.  There is literally that much paperwork. 

Other than that, how is there not an email system in place for special service associates.  It's 2007, and even though former CEO Bob Nardelli wanted to spend money on technology his billion dollar initiative was simply not enough to reach the outlying parts of the empire.

4).  Scale back the emphasis on services--Another core competency of THD is the "Do-It-Yourself" principle that they created in the marketplace.  They've seemingly made an all-out
blitz on customers that want them to "Do-It-For-Me". 

I lay one sign of warning for the company now that I'm on the outside.  Even though there is gigantic margins to be made in services, there is way more murkiness in your installations programs that need to be addressed. 

Currently, The Home Depot tries to offer complete solutions for customers in their At Home Services program.  The problem with this program is that it does a disservice to most
customers and ultimately turns a lot of them off. 

For example, if you want to have windows installed through this program you can't go into the store and price them out.  They run on a method of sales leads where the associate puts the customer in contact with the At Home Services program and then they come out for a consultation. 

The problem with this is that for decades you've trained the customer to think that they are coming into your store and are going to receive good customer service, but when they come in and ask an associate how much a window costs installed, the associate has no idea because you don't install the window you sell in the store.  It makes the associate seem shady or uneducated.

For doors, they do install what they stock, but they outsource the labor to local contractor's that are often rude, and take and work incredibly slow.  I don't know the exact numbers
on how well The Home Depot installations perform, but I think the more telling number is the dissatisfaction generated. 

In my many years of servitude, this program was what I loathed working with.  I felt like my hands were tied behind my back.  I would always try to give good customer service, but it's hard to see customer's come in and tell you how bad their experience was because of something that is completely out of the associates control.

I feel like I have more to say on The Home Depot, but I wonder if anyone even cares.  I'll make the decision to write more if I generate any response to this article. 

Keep in mind that even though a lot of stuff that was said just focused on the negative aspects of THD.  Obviously, the company does do some things incredibly well such as training. 

I don't think I would have stayed as long as I did if it was all bad and no good.  The Home Depot to this day remains a very strong brand, and I will remain a loyal customer, it just pains me to see the direction of people that spend zero time in the stores with the customers.


Brand Building with Al Gore

September 6th, 2007

(Deliver: The Green Issue Vol. 3, Issue 4)

Al Gore is all over the place these days.  He's writing books, touring the world with his powerpoint presentation, in the news, in the classroom.  "Wait, did you say in the classroom"?  Yes, that is exactly what I said, in the classroom.

This, should come as no surprise.  Gore, has a big following and that has seeped into the world of academia.  As you may or may not know I am a second year Creative Brand Management student at VCU's Brandcenter.  The only reason I bring this up is because we were assigned Al Gore's book "The Assault on Reason" to read before we started class a couple of weeks ago. 

Being even the most moderate of moderate republicans I still shuttered a little bit at the first assignment of the year given to us by our professor Rick Boyko.  Rick, told us that if we had opposing views and could not read it, to at least read the forward.  I, however never like to back down from a challenge, so I read the whole thing.

I have to admit, while Gore does go after President Bush quite extensively, the book is actually pretty good.  Gore makes very salient points that need to be called out when it comes to media, campaign finance, and the environment.  This makes me question where this Al Gore was in the 2000 elections?

Realistically he's the same man that he's always been, but he seems to have been given some direction as to how to articulate his thoughts in a powerful way that can actually move people to change.  This gives me hope for my chosen career path.  This is simple effective branding.

David Byrd, a classmate of mine mentioned the other day that Al Gore is way more effective striking out on his own than trying to encourage change as a politician.  This is absolutely correct in my mind, but one of the biggest travesty's of the day and age we live in.  I hate to say it but he's right.  The days of listening to our politicians is over unless we make some fundamental changes to our government.

The time has come where Americans trust in tangible items that they know will satisfy them.  That $5 latte from Starbucks, or that $600 iphone from Apple and AT&T.  People aren't satisfied with our politicians because we don't have anything to hold onto.  It is all talk, and promises.  Politicians never look into branding themselves very well because it's almost like they want to keep us in the dark after the election is over.  They don't want us to see how they are using our vote.

Because Al Gore is feeding the world a product now, primarily books and he's putting some money into advertising his product, the world is becoming very receptive to him.  I still think that his views and mine differ here and there, but I think any American can see the need to do something about the environment, and I know something can be done about the way media is used politically.

Anne Stuart of Deliver Magazine touched on four key points that marketers can use to promote their green efforts in an article she wrote on the re-branding of Gore.  She says the keys to Gore's success are attributable to:  being sincere, staying focused, customizing your message, and keeping it real.  These are, I would argue, key's to keep in mind whether you're marketing green or anything else.

If anyone is on the fence about reading any of Gore's books I'd encourage you to at least browse through some of them.  He does make some good points, although if you are a little more rightward leaning than myself you might double-over at some of the slanderous stuff he says about President Bush.  I personally didn't mind as much because I'm a little indifferent to President Bush.  Just to clarify, I do consider myself a Republican, but as always a John McCain supporter.

 

Top Southeastern Ad Agencies Not Named The Martin Agency or Crispin:

August 28, 2007

There are a few things about my future that I think I know.  I think I would prefer working for "the client" when I graduate as opposed to an ad agency.  I don't think there is a discrepancy in the talent at agencies, even though I do get a good laugh out of Jason Beattie's classic cartoon depiction the an ad agency.  Right now I work for a Fortune 500 company and even though I haven't sorted out whether it is a career path, I do think that client side is the way to go. 

I guess when it comes down to it, money plays a big role in the decision.  Working for the client, you are swimming in a bigger pool of money usually.  Passion plays a big role.  People at the client are married to their products, which usually means that they feel more impactful about the work they do.  The biggest deal for me is the quality of life.  Advertising agencies seem to stretch themselves out too much, and try to juggle too much with not as many resources.  The whole existence of an agency is based upon it's clients and how big their client's are.  The correlation between agency size and client roster are too intertwined for my liking.

Recently I was conducting a research project to discover who the best agencies within driving distance of Richmond were that were not ad agencies, and I found a few that I think would be ideal to work for if I ever found myself wanting to stay in Richmond.  Sounds funny to post a blog about a region I plan to leave, but I have a lot of friends in the industry and maybe this list could help them out in their journey.

Enjoy!

 

McKinney & Silver

 

Agency Self Portrait
We think in conversations: Shaping the ongoing, often interactive, dialogue between brand and prospect. Richer conversations create stronger connections. Stronger connections create bigger businesses and more valuable brands. Sometimes it’s a matter of finding a new way to bring a brand idea to life. Sometimes it’s about how we block and tackle better than the other guys. Sometimes it’s about closing the divide between the online and offline worlds. It helps explain why Audi of America is seven times the size it was when they hired McKinney. Why NASDAQ is no longer seen as the home of the dot-bomb, but as the progressive home of visionary companies. Why Travelocity returned to profitability and strong growth despite fierce competition. Why just two months after Sony hired us, our launch of the BRAVIA LCD TV campaign was a key element in the 4Q05 reversal of Sony’s global financial woes. It is also why, for the past five years, we have been one of the agencies dominating the EFFIE awards, the American Marketing Association’s recognition of communications-driven business success. Pound for pound, there’s no agency where you have greater odds of EFFIE-winning performance than McKinney.

 

Notable Clients:

Sony, Virgin Atlantic, Virgin Mobile, Travelocity, Audi

 

 

AKQA

 

Agency Self Portrait
AKQA has emerged as the number one independent interactive marketing agency (Advertising Age, May 2004 rankings), was named "Creative Agency of the Year" by OMMA Magazine and was one of the "Top Five Agencies of the Year" in Adweek's annual rankings. While others were focused on consolidating agencies, AKQA focused on consolidating the best digital talent in the world. Stockpiling this talent and touting its work to the press helped AKQA land new business from The Body Shop, Vitaminwater and Domino's Pizza. Three of the world’s brightest creative directors joined AKQA in 2004: Rei Inamoto from R/GA, Lars Bastholm from Framfab and PJ Pereira from AgenciaClick. (Pereira is Cannes Cyber Lion Jury President for 2005.) In addition, AKQA attracted leading business executives such as Lot21 founder and CEO Kate Everett-Thorp and Shane Ginsberg, founder of Razorfish San Francisco. Unlike many interactive agencies, AKQA has a strong global creative reputation with offices in London and Singapore. 2004 also saw the launch of AKQA in the New York market, and important new business wins from New York will be announced soon. A recognized pioneer and innovator, AKQA provides interactive marketing, interface design and e-commerce solutions to leading global brands such as Nike, Xbox, ESPN, and Coca-Cola.

 

Notable Clients:

Borders, Target, Xbox, McDonald’s, Nike, Unilever, Windows Live, Dell

 

 


Trone

 

Agency Self Portrait
Trone is a fully integrated marketing communications company. We have a complete offering across all disciplines including advertising, design, direct marketing, public relations and interactive. At Trone, we make it our responsibility to know people – what they think, what they want, what they feel. Through our consumer panel, opinions@trone, we keep a constant finger on their pulse and develop insights into their behavior. Which fuels us to craft communications that are relevant to their lives, that engage them with your message and that connect them with your brand.

 

Notable Clients:

Mars, Michelin, Century Furniture, Uniroyal

 

 

Trahan.Burden.Charles

 

Agency Self Portrait

TBC is an advertising agency and pr firm that can be defined by one very simple premise, established by the agency’s founders in 1974.  TBC is in business to help its clients sell.  Whether it’s developing a new brand platform or improving product design, the single-mindedness of this founding principle allows TBC to focus its efforts wholeheartedly on helping clients exceed sales goals.  Embracing the word “sell” is a radical concept for advertising in the 21st century, but TBC understands that even the largest marketing budget is of little value if a customer is not won, kept, and

 

Notable Clients:

Baltimore Orioles, Discover Card, Dow Jones, Gaylord Hotels, Smart Balance, Diebold

 

Reference: www.aaaa.org

 

 

 

 

 

 

 

 

 

 




 

 

Satan Runs a Company Here on Earth and it's Called Uhaul

August 20th, 2007

There are many different names I could have given the title of this article.  I could have called it "F#$% Uhaul", or "The Brand with the Worst Customer Service on the Planet", but after the experience I had with Uhaul last weekend I am convinced that the company is run by Lucifer himself.  To give this story a little context I'll just tell you that I am not the type of person who complains about bad customer service and acts like I'm all hoity toity, believe me you really have to do something wrong to get me talking.

It all starts out when I made my online reservation for a 5' x 8' trailor that I needed to transport my girlfriends bed and dresser up to Manhattan.  So, I made the reservation online, and on the receipt it said that Uhaul would contact me a day before the pickup and let me know where and when to pick up the trailor.  So, Friday came and I got no call, instead I received a text message with the address of where I could pick up.  I wind up doing a map search to find out exactly where the place was.  So, I typed in 2300 Genito Rd.  I've lived in Richmond for almost five years, so I am pretty familiar with the area, but I didn't recognize the road. 

As it turns out.  2300 Genito Road is in Powhatan, which is like forty minutes in the polar opposite direction of where I'm headed.  So, agrily I call Uhaul's online ordering center and see if I can get something a little closer to home (after all, they operate like 6 facilities in Richmond).  They proceed to tell me that this is the only place in the area that has the equipment that I needed.

So, begrudgingly I sucked it up and called the Genito Road location to confirm that I was coming out in the morning to pick up the equipment, and see what time I could get it.  Since, I had to go all the way out to Powhatan, I figured I'd need to get on the road early so I could pick it up and get back to Richmond to load it up and take off. 

Not so fast.

Apparently the girl that was opening the location the next morning didn't know how to operate the computer and would not be able to give me the proper paperwork.  When I asked when I could pick up the trailor the guy told me 10:00 or 11:00AM.  I nearly hit the roof.  I knew that Uhaul's facilities typically shut down all over the US by 7:00PM, and I knew that I had a six to seven hour drive ahead of me to get to Manhattan.

It gets worse.

I am stuck at this point.  It is too late to find any other company to rent equipment from, especially one that had a nationwide network like Uhaul, so I decided to get there at 10:00AM sharp the next morning and roll the dice.  That would have been possible had I been able to find it.  I wound up driving all over the countryside of Virginia for over an hour trying to find this Uhaul facility.  Finally, after I had been up and down Genito Rd. a million times I noticed a Uhaul trailor sitting in what looked like the parking lot of a general store.  I pulled over and went inside, and sure enough this was the "so-called" Uhaul facility that I was to pick up my equiqment.  They sent me to some podunk gas station in the middle of nowhere to pick up a trailor and didn't even give me the name of the place that I was going, or warn me that there was no need to look out for a Uhaul sign.

Still, it gets worse.

Now I figured on the way out there that since I was going to a reputable place like Uhaul, surely they would have the necessary tow ball hitch there that I could buy and all the things necessary to get this thing rigged to my Ford Escape.  Well, as you've probably guessed I was wrong in my assumption.  So after I wasted time trying to find the place, and before I could get it onto my car I had to drive another 40 minutes roundtrip to go buy the stuff I needed to hook it up.

So, on the way back I was stressing out, I was trying to calm myself down by just telling myself "just get back, get hooked up, and get going".  So I arrive back at the gas station, and the guy who I was counting on to give me my contract and help get me all set up was gone.  He split.  The half retarded girl that's in her mid-twenties and can't operate a computer says "He told me to give this to you".  It was a leaflet with very little information in it, and certainly it had no instructions.

I wind up getting these offering these three guys that looked like they may be bad mechanics $20 to help me get hooked up, and they did, but mind you they were not employees of Uhaul.  At this point I've signed no contract, and if this trailor flies off and kills someone during this 300 mile drive I am not liable at all.

That was the nightmare, and this is when I wanted to go Rocky on someone.

I finally get on 95N at 1:30PM.  Let me remind you that I have to have this thing dropped off to a facility in New York by 7PM, and I know what you're thinking.  Why don't you just do an overnite drop in the parking lot?  Well I would, except the only place that Uhaul will not let you do this is at their Manhattan facilities.

So, I call up Lea Anne all flustered "Honey, I have no idea what we're going to do about this trailor, I'm not going to be there until like 8, and the place is going to be closed".  She put me at ease a little by saying, "Oh don't worry there's usually plenty of parking on my street at night".  So, we hung up and I continued to drive up. 

I finally get up there, and we unload all of her stuff, and then start to look out at all of the street signs to see if parking there was cool, but the NYPD had posted temporary do not park signs on all of the posts.  So we called the cops to find out what was going on, and they tell us that tomorrow is the Dominican Republic Independance Parade and her street is the main thorofare.  They tell us we'll likely get towed for parking there.

So we head off, us and my 30 foot Godzilla of a Ford Escape looking for a parking spot in Manhattan.  We look around for over an hour before we decide that we would be willing to pay a garage to house this beast, and we found someone who agreed.  So we drove down the ramp to the garage and get stuck.  The demon trailor send to me from the depths of hell is stuck and can't get in.  What's worse is trying to steer it back out was impossible, and I had to disconnect it and push the damn thing by hand on to the road and reconnect it.

We finally gave up and parked in front of her apartment, and rescued it the next morning at 5AM from being towed before we had to drive 200 blocks to the bronx to drop it off.  The people at the Bronx Uhaul location were a better breed, but we also discovered that the Powhatan folk had never created a contract in the first place and I had to sit there for a while getting the new one set up.

I'll probably come back and clean this up a bit later, I'm getting tired and sick just reciting it to you now.  Lesson learned.  Don't f#$% with Uhaul.  Hey, maybe that would've been the best title after all.

 

 

 

Putting the Past in the Past

July 31, 2007

The summer is winding down, and our internships are coming to an end.  All of this got me thinking about the past year, and of what is in store for the future.  My first year at the VCU Brandcenter was a trying one.  It was filled with great memories, and jaded by a few bad memories.  The more that I've thought over the summer, the more that I wonder to myself "Self, how did you get through this".

During my first two semesters I had to deal with a very challenging curriculum that seemed more like a full-time job, a part-time job at The Home Depot, a four-month long Cadillac case study that nearly sucked the soul out of me, many different group dynamics, and finding time to give my girlfriend of nearly three years the time that she deserves.  I'm not complaining, I feel that I did a fairly good job of handling the pressure, and actually feel better about my achievements in the first year because it was so hard.

I'm ready to put all of this in the past now.  I've had time to appreciate the first year of Brandcenter for what it is: nine months in the seventh fiery ring of Dante's Inferno.  But, I'm still here to talk about it, and if it hasn't killed me yet, I imagine I can survive another year.

Truthfully, I'm looking forward to my second year.  We will be getting the chance to mentor a first year student.  Though I know this sounds cheesy I'm actually really looking forward to it.  I had a great mentor during my first year in Frank Gregory, who is now working at Jack Morton Worldwide.  He gave me loads of advice, and was there to talk me through experiences that we've both gone through.  I look forward to passing on the same guidance to my mentee whomever they may be.

I am also looking forward to learning from different professors.  While I think Don Just has definitely furthered my knowledge base, this year I will also get to learn from Peter Coughter and Rick Boyko, who are giants of the advertising industry.  As a Creative Brand Management student I still haven't made up my mind as to whether I would like to work in the agency world, or become a client, but I'm sure I will get closer to figuring that out in the next nine months.

The greatest aspect of going into my second year as opposed to going through my first is that I am now humbled.  Going into my first year I thought I knew way more than I did about Advertising, and Branding.  Everybody thought that they knew everything.  We were 100 students that needed to be broken, and now I know why.  We needed to be broken, and thrown off of our high horse in order to open our minds.  You see, the problem with thinking you know to much is that you close your mind to the world of possibilities.  I'm fighting this everyday at my internship here in corporate America.  There is so much experience in this building that at times it can be overwhelming, but at the same time, creativity, which is something that everyone strives to achieve can be stifled.

 

What's Hot Right Now in Retail?

July 16th, 2007

I was back home in the D.C. area a few weeks ago and a buddy of mine made a stop while we were out and about in Tyson's Corner.  He said that his back had been acting up again (He's had a series of issues with his back over the years), and that the only thing that he can fall asleep on some nights is this chair he bought from this place called Lovesac.  Naturally we got inside of this store and my gut tells me "okay Arlo you're insane, you've taken me into a bean bag emporium".  It turns out that a lovesac is much more than a bean bag.  In fact, the employees take offense when you call it a bean bag.

First of all these sacs are gigantic, they even get up to six feet in diameter.  They are filled with a material called durafoam, and they claim to never wear out or go flat.  This is a necessity considering the biggest of these can cost up to $1,000.  Take that Ikea.  How's that for grabbing high margins.  What's infinitely impressive about these lovesacs is just how comfortable they actually are.  You don't merely sit down on these things, you literally fall into them, and in many cases fall in love with them, hence the name.  Ever since my encounter with this product, I simply can't stop thinking about them.  I start thinking about how much I would enjoy one of these while watching a football game this fall, or even just enjoying a DVD. 

Right now, the product is available at a number of the stores they have across the country, or by order online.  They come in many variant sizes, and the brand actually does make couches and ottomans and other assorted furniture items.  The question that spikes up in my mind now however, is will this crossover and become mainstream, or will it remain too niche?  Right now I'm sure they are content being priced like a luxury good product and reaping the benefit of high margins.  Eventually though, I think they'll have to have wider distribution to become more relevant.

Check them out at www.lovesac.com



 

More than Meets the Eye.

July 11, 2007

They went from toys that were supposed to cut into G.I. Joe's market share in the eighties, to a hit cartoon.  They even spawned an animated movie during the height of their fame, and now twenty years later they have a full length motion picture in theaters.  Transformers have come full circle.  Many toy-makers have entered back into the Transformers business, planning to reap profits that will come with this summers blockbuster movie.  Hasbro is producing toys that look like the new movie versions of the robot aliens, and they are much more detailed than the toys that I played with as a kid.

I laughed out loud when I saw this Mr. Potato head dressed up like Optimus Prime while I was browsing around a Target store the other day.  I was also thinking about buying an Optimus Prime head that talked and actually had the real voice from the movie.

The movie really did shock me by how good it was.  I was a little skeptical going in thinking that Michael Bay wouldn't be able to translate the cartoon into a real movie, but it was fantastic.  Even the military action was good.  At times I had to stop and remember that it was Transformers I was watching and not Black Hawk Down.  My parents saw the movie and loved almost more than I did.  When I was growing up, playing with Transformer toys they thought this was the most ludicrous idea ever concocted, but now they have both been sucked in to the mania that it has become this week.

Now that Transformers is a hit, that makes me wonder what the marketing ceiling will be on this franchise.  Surely toys will sell, another cartoon might come out, maybe a comic book series, a video game and I'm almost positive that this will be at least a trilogy.  Could this be big enough to outduel the Spiderman's and the Harry Potter's.  I don't know quite how big this could actually get, but it comforts me a little to know that the kids today will have real heroes to cheer for once again. 

 

Quattrone Vs. Edwards 1




The Remarkable Strength of The Simpsons Brand

July 10th, 2007



They have been around for what has seemed to be an eternity.  Nearly twenty years of The Simpson's will come to a head this month when everybody's favorite disfunctional family hits the big screen.  But what has made this show such an anchor in the world of TV?  In an age where there is hardly any continuity, and shows made for YouTube seem to be outlasting sitcoms, The Simpson's have remained strong.

The Simpson's have been able to do what most brands cannot; they have kept it simple to the lowest common denominator, while finding ways to keep their brand fresh.  Since their inception they have never gone about the business of wowing us visually.  They have always been two dimensional and they do not age.  Part of the reason we all love them is because we know that it is a lock that they are going to play their role every time we tune in.  Homer is always going to be the bumbling middle-aged father, Bart will remain eternally mischievous, Lisa will remain that sibling we all hate, Marge will be the voice of our mothers, and Maggie will never utter a damn word.



With their movie due out this month it appears that The Simpson's franchise is branching out to make sure that we all pay our price of admissions by talking to us in relevant ways with their promotions.  You can't walk in to a 7-Eleven in the country without being tempted by a squishee, or seeing a radioactive man comic near the register.  Are they going to new lengths to endear us to background characters like Apu in this movie?  Probably not, my guess is he'll be there, but that just goes to show how much we've learned about the show throughout the years.  We recognize all of the details that they've given us.  This is why a brand like The Simpson's can reach out to us through minor characters and we'll eat up every second of it.

If they wanted to send Moe around to a couple of bars around the country we would love it.  If they wanted to let Otto drive a few buses, so be it.  They could throw a logo on a nuclear power plant with Mr. Burns' face on it and it would be a stroke of genius.  The Simpson's simply can do no wrong with their branding.  I hope this is a lesson to a few brands out there.  I hope that one day some companies will realize that by staying true to who you are, being simple and easy to understand, and having fun you can achieve phenomenal success.

 

Moving Lea Anne to NYC

I recently moved Lea Anne (my lovely lady) up to New York City...Well not quite so recently, about a month ago.  I've actually been up to visit since this trip.  Nevertheless I've finally got the photos to post of that trip.  It's going to be a very crazy and hectic year at school, but I'm still going to miss her dearly. 



Nien, Abhineet, and Ted decided to stop in and share a few cold ones...Ted may have had one too many.








July 5th, 2007

Our Trip to the Motor City

A little late, but here are some pics from our trip to Detroit.  We actually won the Cadillac National Case Study Competition.

I feel so special.

And there you have it.  I wonder what impossibly long competitions we have in store for us next semester.

 

The Here and Now


July 5th, 2007

Hello Friends,

I am starting this blog during the summer between my two years at the VCU Brandcenter.  I am a rising second year at the school, and right now I am just living the simple life here in corporate America.  That's right, I am interning with a Fortune 500 company right here in Richmond, VA.  The company that I work for deals in consumer electronics, so i'll let you figure it out on your own if you're interested in finding out exactly where I work.

Many of you may be wondering...Wait a minute.  Isn't the Brandcenter all about Advertising?  What are you doing chatting up the client?  Well, for those who aren't as familiar with our school, we actually have a track referred to as the Creative Brand Management track.  This is the lovely curriculum I have decided to study.  In a nutshell Creative Brand Management or CBM for short is course-work designed to make more enlightened clients.  It takes the Harvard case study method, and melds it with the rigors of every day ball busting Adcenter hard work.

So why is this important?  Because now, more than ever creativity is at a premium.  We are in an age where you simply can't buy $500 million worth of advertising and have success no matter what the content is.  In our society, we no longer have captive audiences.  In this new world, where creativity is essential, our school strives to answer the question that most corporations struggle with today.  That question is: How can we as a brand be relevant?

This is a question that is constantly fluttering around in my mind when I am here at my job.  How can this company become relevant?  How can I find the holes in the market and make suggestions on how to fill them?  How can I make a difference?  How?

I will continue this quest throughout the duration of the summer, and into my second year at school.  Hopefully, I will be able to discover a lot about the world of business, brands, and myself along the way.  I will explore brand-building, pop-culture, and any information that feels relevant for the times.  I am Joe Quattrone, and I'm good at cleaning the house.



 

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