Bringing Brands to Life!

Stop by Tom's site to learn more about authentic, engaging and emotional corporate films and the role these films play in marketing and branding.READ»

Jump-Starting Brands

Karen Post, Fast Company Resource Columnist shares: "For over twenty something years I've been a hired gun to help companies create and build brands, which is great fun. And yes, while I've been on the executive team in many cases, ...READ»

Spare No Expense

While many marketers obsess abouts costs and ROI, writes Tim Manners, some brands have succeeded by spending money where the bean counters would rather they didn't. He says: "So, the next time a bean-counter tells you that spending ...READ»

Boys Just Want to Have Fun

In the world of boy's play, Hot Wheels and Matchbox just don't cut it anymore. And neither does Batman, nor Superman action figures. So what's a toy maker to do? Mattel has presumably figured out a solution. If boys are playing ...READ»

Home Is Where the Focus Group Is

It's nothing new to come up with aggregate fictional personas and characters to represent the different kinds of customers and clients a company might work with. Knowing more about who you're trying to do business with can only help ...READ»

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Coming Soon from TiVo

Amid the mad dash for TV-to-computer-to-PDA, TiVo's move this week allowing users to transfer recorded television shows to iPods or Sony PlayStations may prove something of a false start. The new feature won't be open to some ...READ»

Pitching Place

Every so often, an active business community or region will try to rebrand or reposition itself. And sometimes, outsiders will apply a brand to a community or group of communities. Case in point: Fast Company's recent Fast Cities ...READ»

Renting Up

Almost two years ago, Linda Tischler wrote up about the trading up phenom: people putting a premium on new luxuries. Now there's a new wrinkle on aspirational consumerism: renting up. Wall Street Journal writer Nick Wingfield takes ...READ»

Giving Credit

It's been awhile since an FC Now entry has taken a look at innovation in the credit card industry. Long-standing, silver-haired American Express is beginning to target a younger, "cooler" crowd. While the company's Blue program ...READ»