The Shakira Effect – use it!

In my role as a Creative Director in both B2B and B2C situations, I’ve often pulled out the Shakira Effect (and other pop music references) to help direct, uh, creatively, my designers and others. To explain, I will refer you to her big American hit with Beyonce “Beautiful Liar”. I suggest the video, and in […]

More golf taglines

To be fair to Callaway, I did recently see a re-edited version of their commercial (I’m sure they have more than one) where Ernie Els delivers the money line that “winners play Callaway.” That’s a little more realistic brand promise spokesperson – Ernie won fairly recently. But it’s not Callaway that needs to rethink their […]

Taglines are for those who made it

Yesterday at the interactive shop I’m at now, the client sent back an edit with a suggested replacement line. This was for one of the many videos we were creating for a very important internal presentation their President was hosting. Reading the suggest line left us all scratching our heads for a bit. The original […]

About the author

While there is a very likely chance that this will be seen by a limited number, I still feel the need to briefly do a self-description here. First off, this is only the professional description of who I am. My perceptions are this: I am a guy who thinks always about the big picture. I […]

bad taglines the shame of big companies

Why is it some of the biggest companies have some of the worst taglines? Take Calloway Golf. Their tagline? “Winners Play Calloway”. I don’t know where this came from: agency or internal, but that’s the best you can do? I have a rule called “the first five minute rule”. It goes like this: anything that […]