Carpe Vinum

Drinking and Thinking

In the factory we make cosmetics; in the store we sell hope.

— Charles Revson, Revlon (via Grant McCracken)

Brands don’t have target markets, they have target moments.

—  Rory Sutherland

Love this campaign by North for Cover Oregon. Elevating what could be a mud-throwing political debate into a larger space, celebrating Oregon and Oregonians, that most people can agree with. And, not trying to sell the service, but introducing and raising awareness of the service before they get into specifics.  ”Long Live Oregonians” - :60 (by Cover Oregon)

Today’s writer is also a digital writer who can edit, build their own website, shoot and make video games. Creatives today, like their smartphones, must be able to do everything. And well.

Creative Forecast: How Marketing Will Change In 2013 | Co.Create: Creativity \ Culture \ Commerce

I'm Not Your Consumer: How Research Misses The Human Behind The Demographic

Deutsch’s Douglas Van Praet discusses how focus-group feedback, and the whole notion of the consumer and personas, are misguided and how research should focus on understanding the unconscious and improving human lives.

The conscious mind is simply not running the show, but we’ve created an entire industry pretending that it does.

Or, why data alone can’t drive creative campaigns…

Strategy Beta - 15 Marketing Trends for 2013

'Tis the season…when the web becomes fat with reflections and best ofs for the last 12 months and predictions for the next 12. Some lists are awesome, some not so much. Each year, marketing consultant Rohit Bhargava shares his predictions for early stage technologies and business concepts that will power the next year. His lists fall into the awesome category.

Not only does he call out, define, and provide examples of the upcoming trends, he also revisits his previous predictions to grade their accuracy (he did well in 2012, which is why 2013’s presentation is a good investment of your time.

15 Marketing Trends In 2013 And How Your Business Can Use Them from Rohit Bhargava
Creativity is a force multiplier, the better the work, the higher return on your investment.

— Denny Haley, former BBDO chief creative officer.


How do US consumers research and purchase sporting goods products? The Consumer Barometer is a great research tool. It provides insight into how consumers use online and offline information sources in their purchase process.

7 Types of Stories: Which One Is Your Brand Telling?

Exploring humans’ archetypal plots in brand marketing.

The case for pictures, not 1000 words. Brand videos seem to be all the rage, with creative teams tormenting themselves to capture the essence of their brand in video form. Many brands think that exercise includes writing the perfect poetic polemic on why their brand exists. O’Neill keeps it simple, tells the story in images with a single quote at the end that perfectly captures why. 


"People don’t buy what you do, they buy why you do it."  Product plus purpose (or purpose plus product) are two key foundations of a solid, remarkable, inspirational brand.


L2′s inaugural Digital IQ Index®: Sportswear report benchmarks the digital competence of 42 global sportswear brands, looking at over 675 data points across four dimensions: Site, Digital Marketing, Social Media and Mobile.

Final brand rankings were broken out into five categories: Genius, Gifted, Average, Challenged, and Feeble. Some marketing egos will be bruised as Teva and Patagonia only earn Average rank, and Arc’Teryx and Marmot are Feeble.

Here’s how the rankings break out:


1. Nike
2. adidas


3. The North Face
4. Puma
5. L.L. Bean
6. Under Armor
7. New Balance
8. Quicksilver
9. Reebok
10. Lacoste 
11. Burton
11. Converse
11. Vans


14. Teva
15. Timberland
17. Columbia
20. Merrell
22. Patagonia


30. Mountain Hardwear
31. Keen


37. Arc’Terxy
38. Marmot
38. Vibram
40. Fila

You can download the report excerpt here.

Fixed. theme by Andrew McCarthy