Search results for: metaphorical thinking
by Tim Girvin | Brands, Concepts | Feb 22, 2011
Can creativity be defined in a brief? What is a creative brief — and is there a point to being brief? No. Brands are inordinately complicated orchestrations. Being that they inherently involve relationships to humans, the idea of “briefness” is a... Read More
by Tim Girvin | Brands, Concepts, Marketing 2.0, Retail | Dec 27, 2010
Passage, relevance and the scent of time. Brand re-invention, dissolution and reclamation. The pink bar of soap: 84 years of Camay. Photograph by Dan Neville. What happens when a brand disappears? Girvin brand backgrounder Working as brand strategists for Procter... Read More
by Tim Girvin | Brands, Human brands, Luxury, Retail, Storytelling | Oct 19, 2010
Forging Authentic Brand stories: Examples, Challenges and Directions If telling the truth becomes questioned in a branding proposition, then how to right the equation? With Louis Vuitton (LVMH) as a client, we’ve spent a lot of time studying the brand — in... Read More
by Tim Girvin | Brands, Concepts, Marketing 2.0 | Jun 29, 2010
Exploring the word, the history, the meaning of infectious content. It’s interesting to me to look into the context of the framing of language; and it’s not an infrequent comment to me – “is that a real word?” I will confess to sometimes... Read More
by Tim Girvin | Brands, Concepts | Jun 14, 2010
Exploring the detailed visioning of leadership in brand management. This article appeared in the June issue of Arcade | Architecture and Design in the Northwest. Fire. BRANDFIRE | A culture of passion What lies beneath I think we need to be thinking about our... Read More
by Tim Girvin | Brands, Concepts, Storytelling | Apr 19, 2010
Brand core: what lies within? The idea of finding the soul of the brand is something that many might immediately chafe against, or laugh out loud — the sheer presumption: brand = soul. But I’m finding that this is increasingly the place in which Girvin... Read More
by Tim Girvin | Brands, Concepts | Feb 3, 2010
Examining the idea of brand, signature and personality I was thinking about the idea of hand-writing and the character of the person. By a typical extrapolation, I’d liken the brand to the human — in the warmed sense that brand is more than merely the skin... Read More
by Tim Girvin | Brands, Concepts, Storytelling | Dec 21, 2009
Exploring the creation of brands > innovations strategy The initiation of my relationship with many brands has come on the locus of change. Fast change, in branding. Working with P&G, Nintendo and Nabisco started with innovation and acceleration programs. It... Read More
by Tim Girvin | Brands, Concepts, Marketing 2.0, Storytelling | Nov 22, 2009
Girvin | Strategic Branding Research: Brand, personality, testing and global marketing initiatives What is the line that moves to the psychic space of a person? How do you find the heart of a relationship? Brand to person? Person as brand to community? During the... Read More
by Tim Girvin | Concepts | Jul 6, 2009
Voyages and patterns in style: Harajuku, Manga Jazz, Ivy League Preparatory — newly vitalized in the Japanese love of the brand. When I’d travel to Japan, I’d leave on Friday, so I’d get there on Saturday, to explore the Tokyo city that night,... Read More