our words.

Someone always has something insightful to say.

The Island of Misfit Toys

by Traction

The Island of Misfit Toys

It is pretty obvious that we are fans of the iconic work of Rankin-Bass studios, but it's not only their nostalgic stop-motion animation that we relish—it's also the sappy messaging that has shaped our lives and our business.

Which made us start to examine holiday TV specials and the lessons they teach.

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You can't be 3 things

by Adam Kleinberg

You can't be 3 things

I had a conversation with a potential client on Friday afternoon. She works for a technology company. A company with great technology in the cloud space. 

I asked her about the brand messaging. She told me three product attributes. We have great scalability. We have great customer service. Etcetera.

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Is Coke it?

by Adam Kleinberg

Is Coke it?

Coca-Cola has relaunched their corporate website as a content portal with, get this, actual great content. Some of it is about the brand, but some isn't. Should Coke try to be a magazine? Will it succeed?

Is this a brilliant move or insanity?

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1 Thing, 2 Candidates

by Adam Kleinberg

1 Thing, 2 Candidates

In the mind of the consumer, every brand gets to be One Thing. When Bill Clinton ran for president, James Carville famously hung a banner in campaign HQ saying "It's the economy, stupid." No matter what question was asked from the press, the Clinton team knew their job was to turn the conversation back to the One Thing that really mattered to their "customers": the economy.

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