Place branding counts among the most difficult of all types of branding. Shoestring budgets and critics from all quarters put these under pressure and under scrutiny. Having worked on a handful of such engagements, I have felt both firsthand. One place brand continues to be used after more than twelve years. Chile’s “Always Surprising” was originally […]
This author has yet to write their bio.Meanwhile lets just say that we are proud jscadmin contributed a whooping 85 entries.
Entries by jscadmin
There are a few confessions in the following paragraphs. The first is, I was a mediocre student. Prescribed reading and set curriculum fired up my rebellious nature. Unfortunately, that meant denying myself the love of reading until my twenties. When I had choice of what I wanted to read, when I wanted to read it, […]
A press release from September 4thgot me thinking. And that is saying something, given press releases to me are an archaic form of communications. It proclaimed: KFC is offering a college donation to the first child born on the Colonel’s birthday (Sept. 9, 2018) named Harland…. As a birthday gift from the Colonel and KFC, […]
Wow. It is hard to believe that it has been over 30 years. In 1984, London Life Insurance Company hit on an insight through consumer research that would become part of Canadiana. It is the country’s Just Do It or Got Milk? or Reach Out and Touch Someone. London Life established the idea of Freedom 55. […]
This will make for a great airplane, beach or two-scotch reading. After two scotches, it may even seem brilliant. Download it here… SWYSTUN_Capabilities_2018.
Recently, I passed an advertisement in Toronto’s underground PATH walkway in the downtown. Well, I probably passed scores without noticing. Oversized posters, television screens, storefronts, employees offering samples, consumers with purchases in bags with retailers logos. These were just a few examples of marketing on a relatively short walk to an ATM at my bank […]
This article originally appeared in The Toronto Star. Buy now, rationalize later. Advertisers are growing ever more sophisticated at understanding how emotions lead to sales. Some politicians have picked up on the lessons. Toronto marketing expert Jeff Swystun gets philosophical when he talks about the advertising game. “Plato wrote (that) ‘human behaviour flows from three […]
An episode of the U.S. version of the television comedy, The Office, involves a Halloween costume contest at the paper supplier Dunder Mifflin. The top prize is a discount book offering coupons from local businesses. The retail cost of the book is $40.00 that offers $15,000 in savings if all coupons are redeemed. One character […]
What do you think of when you hear, “the advertising industry”? Is it the embellished glamour of the Mad Men era or do you see logos and hear jingles. More abstractly, you may imagine a long assembly line spitting out ever more advertisements adding to the communication clutter in our lives. One of the most […]
We are advising the Ontario Securities Commission’s first approved ITO. Go TokenFunder Go.