In my 35-years at 3H, I’ve grown quite fond of an expression I use quite frequently in strategy sessions and yes, even in brainstorming sessions. The expression: – “we are talking to ourselves.” It’s an amusing acknowledgment of a trap we...
The building of a brand icon “When Andy Warhol wanted a shape to represent mass culture, he drew the [Coca Cola] bottle and when Volkswagen wanted to celebrate the shape of the Beatle, they compared the car to the bottle.” Excerpt from the Coca Cola...
As Visual Identity ambassadors, we examine the marketing data we collect through every filter imaginable; we look at trends and we anticipate shifts. We sort and analyze the information to death and it’s important that we do. What we’re doing is looking for truths,...
Powerful product packaging. It’s not just about the product experience anymore. Today, even the packaging needs to be an experience. Powerful packaging requires more than a basic understanding of packaging fundamentals. It’s not just about being pretty and...
What does your product’s package design say about your brand’s personality? It should say (almost) everything. If people haven’t seen any advertising for your product, then the first time they’re going to see it is in the store. Think of packaging as Social...
Rah-Rah, Google! Give us an ‘E’ (but make it crooked!). Gotta LOVE that crooked ‘e’ in the new Google logo. It’s so Google! Irrepressible, playful. I hear it’s annoying people. They want to straighten it. Personally, I think it’s perfect....
