Tag: Chris Heile

Branding

Is data the solution or the problem?

There’s little question that technology has changed the entire dynamic of the marketing industry. The influx of data, along with behavioral retargeting, has allowed brands to communicate a desired message to a desired audience with extreme precision. What isn’t so clear is the impact these changes have had on the relationship between brands and their consumers. In fact, what once looked like the opening of the floodgate of opportunity is actually leading to the rapid erosion of brand value. The branding industry has evolved from “target marketing” to what essentially qualifies as high-level engineering. This should mean that brands are more relevant and therefore more...
Chris Heile
Posted by Chris Heile
Uncategorized

Building Collaborative Brands:

Back in 2006, two fisherman brothers is Austin, Texas were frustrated with how quickly ice melted in their coolers during a long day on the lake. They decided to do something about it, and they created a product that revolutionized an entire industry. The company came to be known as Yeti, and in 2016 alone they increased their market value by over 500%. This is a story we’ve heard countless times before. Reed Hastings hated paying late fees on video rentals, and went on to found Netflix, which revolutionized the video rental business. Brian Chesky and Joe Gebbia could not afford the rent for their...
Chris Heile
Posted by Chris Heile
Branding

Beware the Groundhog’s Shadow:

Rarely does a single movie change the lexicon of the American culture. But Bill Murray’s popular ’90s film gave an entirely new meaning to the term Groundhog Day. The drudgery of repeating the same events over and over again is an unhappy warning to people who find themselves caught in an endless loop of life. In the movie, Groundhog Day is portrayed as a sort of hell. And it is. But nowhere are the prospects of Groundhog Day more apparent than in marketing and advertising. For decades, our industry was built on the sturdy rock of consistency and familiarity. We built brands that lasted, icons that endured. Consistency of product and experience was the secret...
Chris Heile
Posted by Chris Heile

CONTACT

Want to learn more about our
collaborative process?