finding the edge
Each brand, personality and project is different, but everyone wants to stand out from the competition. I love taking that point of difference, the THING that makes you better than the other choices and finding your edge; the way to make that difference truly special.
Below are snippets of my brand cases.
google apps #workbetter
They were different: Simple, economical and modern programming for independent professionals and small businesses.
We made it special: Simple, relevant 'work hacks' to save time, be more productive and build a better workplace with Google products. And consumers responded with the largest number of '+1's and 'reshares' the brand had experienced to date.
Kraft bbq sauce: new recipe
They were different: New BBQ sauce recipe with no high fructose corn syrup.
We made it special: By a show of hands, giving Americans what they wanted: a sauce with real ingredients and a tasty BBQ experience.
They were different: An affordable vacuum that was actually very effective.
We made it special: At the height of the Dyson fanfare, people were wary to trust another brand. But this to-the-point signage educated how much power could really be had at 1/3 of the price of a Dyson.
Miracle Gro Nature's Care
They were different: Organic garden care with modern packaging
We made it special: Millennials want to know where their food comes from, and starting from home could be the first step. A combination of bundle-purchase savings and charitable donations made this campaign inspiring to a new generation of lawn and garden enthusiasts.
evolution fresh, innovative flavors
They were different: New flavors that offered a little some extra compared to the standard green juice and protein drinks out there.
We made it special: Incredibly tiny at-shelf real estate that delivered excitement for flavor, freshness and nutritional differentiators.
Upshot agency trade ad
They were different: A smallish-sized agency with strong central capabilities, but also semi-autonomous, customized brand teams per client.
We made it special: Call out the agency's difference front and center. Instead of the old buzzwords of 'integrated marketing', show the shift to true seamless marketing.