Wanted: your very best strategic and creative assignment

Student work from Strategic Creative Development, spring 2012

This is a call for entries so to speak. I write this post to ask if you want to share a brief or an assignment for a senior/grad student class that I teach at Boston University.  Should you be selected, we/I would gladly sign a non-disclosure (if needed) and would share work with you when we’re […]

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Are marketers really going soft?

Al Ries argues the famous Apple campaign was a failure and too soft.

I don’t usually respond to articles in the trades, nor do I get into ranting, but I must say that Mr. Al Ries’s latest Ad Age column offers some pretty weak arguments in favor of hard sell vs soft sell. For starters he confuses taglines with marketing. Taglines are simply expressions of a brand’s behaviors […]

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