Emotional Spending: Why Experience Trumps Product
There’s a common saying among marketers and copywriters: “Sell the benefits, not the features.” In essence, this means that consumers are more interested in what the result of your product or service will have on their experience as a consumer than how the product works or what it’s made of. People who purchase facial cream […]
Behind the Name: How Kenneth Cole Inspired the Jacob Tyler Brand
People often ask me where our agency’s name came from. The name itself – Jacob Tyler – is named after my son, Jacob Tyler Kollegian. But the inspiration for the brand that Jacob Tyler has become, began at a clothing store in Grand Central Station in New York City. Let me rewind. In the late […]
5 Themes from Interactive Day San Diego, 2015
Ah, Interactive Day. The one day a year when Southern California’s best, brightest and most innovative digital marketers convene to remind each other just how behind the curve they are. It is a day of inspiration and excitement and anxiety and terror: how do I institute this philosophy at my agency…how do I make these […]
5 Easy Tactics to Reach Brand Enthusiasts
Do you own a gadget that you can’t wait to tell all of your friends about? Are you quick to recommend your favorite restaurant or a film you enjoyed to anyone who will listen? If so – to paraphrase the late Jeff Foxworthy – you might be a brand enthusiast. Brand enthusiasts are more than […]
The Five Main Components of a Strategic Brand Communications Plan
Does your brand have a plan? How will your brand communicate with its audience? Who is its audience? What message do you want to deliver? A strategic brand communications plan is an integral part of any branding effort. Integrating a strategic plan into your marketing efforts assures that you are reaching the right audience at […]
Shake, Rattle and Roll: Shake Shack’s $1.6 Billion Brand
At Jacob Tyler, we draw design inspiration from the world around us. We create functional and intuitive designs that accurately portray the brand they represent. In order to achieve this end, we immerse ourselves in the culture of an organization to ensure we can “feel” the brand as well as we can see it. A […]
Super Brands: The Brand Personalities of the Seahawks and Patriots
The New England Patriots and Seattle Seahawks faced off this past Sunday in Super Bowl XLIX (49). The Seahawks and Patriots have not only been two of the most successful NFL franchises over the last few years, but two of the league’s most identifiable brands. Success has been a large part of each team’s recognizability – […]
Crashing the Party: How Brands Engaged an Audience of 33 Million at the College Football National Championship
People always want to be invited to the biggest party. The parties with the “In Crowd.” It’s human nature. These days, they call it “FOMO” – Fear of Missing Out. But it’s more than that. It’s the desire to engage with others. It’s the desire be accepted by your peers. Because if you’re not in, […]
Content is King: Inbound Marketing and the New Consumer
The world of marketing and advertising has changed. You’re more likely to fast-forward through TV commercials on your DVR rather than watch them. You’ve probably clicked that little “x” on the digital ad that popped up on your screen while you were trying to read a recipe for gluten-free kale burgers. You’ve switched the dial […]
Talk to Me Goose: The Importance of the Marketing-IT Relationship in the Digital Age
A long time ago, in an office far, far away, marketing and IT departments inhabited very different worlds. In one corner, you had the marketers – the swashbuckling, right-brained Don Draper’s and P.T. Barnum’s of the world. In the other corner, you had the IT wizards – the hermit-like, code-speaking masters of the server room. […]