the bark blog

In reality, marketers today must focus on at least 20 things, not four.  Most of us are familiar with the marketing maxim of The Four Ps where The Four Ps represent Product,…

All business comes down to sales and influence. Whether you’re selling a product, pitching a new idea, or trying to convince an interviewer that you would be a valuable addition to…

As we near each new January, we love taking a look back at the year we’ve had and the blogs we’ve posted along the way. Some are serious, some are fun,…

As we near the end of 2018, we’re taking a two-part look at a common situation many challenger brands find themselves in when they start to get traction with consumers and…

As we near the end of 2018, we thought we’d take a few weeks to look at a situation we know a number of brands find themselves in heading into 2019…

I don’t talk enough about it, but one of the things I love most about LOOMIS is that our circle of concern as a company and as individuals is far greater…

If you want to know the truth about the life a person lived, listen to what people say about them when they’re gone. Because while moments in the present often fade…

The reports of the marketing email’s death have been greatly exaggerated. While the digital marketing world is infatuated with new darlings and reinventions of old favorites year after year, email remains…

Last week had the whole country focusing on gratitude. As an ad agency, we did the same. Truth is, we give thanks all year long for our stellar roster of clients,…

For most of us, Thursday will bring the opportunity to sit around the table with friends and family, and the chance to focus on all the things we’re thankful for. It’s…

Robert Frost was right. In life, and when choosing an advertising agency, the road less traveled can make all the difference. If you’re like most CMOs, searching for a new agency…

Tis the season for reflecting on the year that’s past and for looking forward to a bigger, better, happier new year. We first visited this topic four years ago and since…

It’s been said the most important ingredients in building a lasting and successful brand are authenticity and continuity. You must tell the same story day in and day out, and it…

One of the best ways to ensure creative buy-in is leaning into something too many creative directors feel is outside their job description, and that’s client service. Specifically, the relationship building…

“I don’t know where big ideas come from. I just pray they never stop coming.” I heard a partner of mine say that once. But it could have come from any…

It’s surprising how often certain words in the advertising profession are used interchangeably. Take these terms for example: plans, goals, strategies, objectives, and tactics. Most of us have heard these terms…

Your brand is what people think it’s like to do business with you. That’s as simple as it gets, and it’s as concise and accurate a definition of “brand” as you’ll…

The bad news: Chances are your brand is doing social media wrong. Now the good news: I’m almost positive your brand can right the ship with just a little bit of…

Getting married is exciting. There’s the nervous energy that comes from starting your new life together. The anticipation for what the uncharted future will bring. And, of course, there’s the popping…

When it comes to most advertising agency/client relationships there is one certainty – someone is taking advantage of someone. This is not usually the result of someone purposely trying to take…

If you’ve spent any time in an advertising agency (or frankly, breathing air on this planet) you know there are few things that can instantly improve any situation more quickly than…

A national treasure. A once in a lifetime talent. The Queen of Soul. Nobody lives up to labels like that. Aretha Franklin did. Today, the world is a little darker and…

Advertising agencies trade on big ideas. The right idea at the right time has the power to help a brand explode out of the competitive pack, or put a fledgling agency…

You want to know a secret? Every agency has a favorite client. It doesn’t matter if you’re an award-winning creative shop, a big media firm, a social media studio, or a…

“If I had asked people what they wanted, they would have said faster horses.” – Henry Ford While there’s plenty of conjecture as to whether Henry Ford ever actually said those…

It’s been said if you want to know what people care about, look where they spend their time and money. If that’s true, in America, we LOVE our Superheroes! According to…

I once had a client tell me that choosing a new ad agency was like getting married after one date. She said the feeling was like “I’m attracted to you and…

Years ago, one of my partners gave me an analogy for hiring that has always stuck with me. He said, imagine you’re starting a company and that your starting pool of…

School’s out! Time for suntans and swimming pools, hammocks and hot dogs, bass boats and baseball. And to give it all a soundtrack, here’s a new Spotify playlist from LOOMIS  Grab…

It’s all Bill Bernbach’s fault. Or, at least, that’s where the problem started. Before Bernbach led the creative revolution in the 1960s and transformed the way agencies, clients, and consumers thought…

On Monday, Americans will observe Memorial Day in remembrance of the men and women who died while serving our country in the armed forces. It’s a national holiday we’ve observed every…

There is a wave coming. It threatens to crush us, no matter what business we’re in, be it advertising, marketing, media, or something else. And we don’t even know it’s coming.…

Though we are all interconnected in this system we call Capitalism, at the heart of every company, every brand, every advertising agency, marketing company, and media firm lies the question “Why?”…

If you work in advertising, or marketing, or any other kind of business, you’re going to get it wrong sooner or later. We all do. If you’re lucky, nobody notices. But…

Bob Dorough died last week at the age of 94. Odds are you don’t recognize the name Bob Dorough. But if you’re in your 40s, or 50s, there’s a pretty good…

Daniel Coyle’s “The Culture Code” is all about what it takes for an organization to build an extraordinary culture. In the introduction, Coyle asks the question we all ask as leaders:…

In part one of Daniel Coyle’s instant classic, “The Culture Code,” he lists “Building Safety” as the first of three skills every leader needs to master to create a healthy and…

Companies talk a lot about building a great culture. But, for many, that’s where it stops. It’s not that their heart isn’t in the right place. Any leader paying a modicum…

There’s power in the word promise, both in having promise and in making one. Serious make or break power, capable of building and destroying companies, teams, relationships, people. Even brands. Especially…

As advertising agencies, as marketing firms, as design shops, I think a lot of the time people know far less about who we are, what we believe, and what our intentions…

Move over Miracle on Ice. Take a standing eight-count Buster Douglas. Miracle Mets? Namath’s Jets? Valvano’s Wolfpack? Sorry, boys. When it comes to the greatest upset in sports history, you’re no…

In improv comedy, there’s one rule, but it’s absolute: when a fellow performer throws a situation at you, your response must always be, “yes, and…” No is an ending. It’s closure.…

In the 1970 film “Love Story,” starring Ali MacGraw and Ryan O’Neal, MacGraw’s character Jennifer famously tells O’Neal’s character Oliver that “love means never having to say you’re sorry.” At the…

Have you ever noticed that interior designers never finish designing their own homes? Their homes could be featured in the finest design magazines and still there would be more to do.…

By a margin of 10 to one, I bet the question we get asked more than any other at Iluminere is “how do you make content go viral?” People want to…

Dear 25-year-old me, On this Valentine’s Day, there are so many things I want to tell you. Right now, you think you know where your career is heading but trust me,…

Few things galvanize the country like the Olympic Games. On any given day, we’re a country richly divided by political ideology, race, religion, gender, sexual orientation and a dozen other things…

Recently, I stumbled across one of my favorite commercials ever—a United Airlines spot created by the great Leo Burnett agency in Chicago. The spot is called “Speech” and it opens with…

For those of us in advertising and marketing, there’s an endless quest to find newer and better ways to drive success for our clients. To move from inertia to momentum we…

Stop me if you’ve heard this one before. Your screaming toddler wakes you up out of a dead sleep with what appears to be a raging ear infection. As a new…

In the Gospel of Matthew, Jesus teaches a parable comparing wise men who build their houses on solid rock to those who choose instead to build on sand. In the Bible,…

Ten years ago, executive coach Marshall Goldsmith wrote a now seminal bestseller called “What Got You Here, Won’t Get You There” that explained why smart, educated, accomplished people often hit the…

One of the things I’ve always loved about working in advertising agencies is that every day presents a new challenge. New clients. New campaigns. New opportunities to create something great. The…

Life and Death. Love and Hate. Sex and Violence. For good or bad, these are the primal forces that shape and influence everything around us including advertising, marketing and media. Renowned…

As much as we want to believe in our superhero powers of efficiency and our ability to do two things at once, the truth is multi-tasking is a myth. It’s been…

Throughout the summer of 1975, millions of Americans found themselves terrified by two simple things they never would have anticipated – an F and an F sharp. Two notes that had…

If you haven’t seen the trailer for Pixar’s next blockbuster “Coco,” you will. The new feature from Disney’s animation juggernaut drops on November 22 and it’s already getting rave reviews. The…

While the rest of country gets to scare itself silly with Halloween horrors, if you’re the leader of a small to midsize ad agency, you know there’s more than enough to…

It only took 113 years. For the first time in the history of Major League baseball, this year’s American League and National League Championship Series will feature teams from the country’s…

Our digital agency partner, Iluminere collected the latest social media image specs, and we put them in one, easy to read infographic.

Every so often, an opportunity comes along to work on an iconic brand you’ve admired from afar for years. When that brand taps you to work with them on a special…

Above: Top YouTuber, Ingrid Nilsen  Social media influencers are giving celebrities a run for their money when it comes to product and brand-endorsement deals. Whether it’s a local foodie Instagramming their…

A flashy celeb or athlete can add some panache to your brand, but at what cost? Between the talent fee, travel expenses, scheduling issues, and the potential for a crisis in…

It doesn’t get much bigger than billboards. Whether it’s the side of a building or the side of the road, billboards can be an effective tactic depending on how they are…

The sizzle of fajitas or the soundtrack of Jaws evoke distinct and strategic emotions. Will your mouth water or will you hide your eyes? Both are effective, and challenger brands can…

For some, the best ideas come to them in the shower. Other times, the ideas require more work, like mining for gold. When you need a flurry of new thinking, brainstorming…

With all that goes into opening a new restaurant or retail location, the grand opening is the cherry on the sundae. It’s a great time to make a splash in the…

Recently, some of our clients have been contacted by law firms asserting their websites are not accessible according to forthcoming rules under Title III of the Americans with Disabilities Act (ADA). …

I’m convinced one of the telltale signs of fresh, brilliant work is seeing it, slapping yourself on the forehead and saying, “Of course! That’s genius! Why hasn’t anyone else done that?”…

  Unless you’re Meg Whitman, Howard Schultz, Larry Page, Marissa Mayer or another Captain of industry you, my friend, are a challenger brand. And, if you want to build your personal…

I laughed out loud the first time I saw a Miller “Man Law” TV commercial. You know the ones featuring Burt Reynolds and the “Men of the Square Table” debating and then…

Whether it’s win or lose, baseball or football, one thing restaurants can count on is hungry fans—millions of hungry fans. Fans are often so loyal to their favorite team that it…

Laughter is contagious. That’s the only predictable part of Chewbacca Mom’s viral video hit with 154 million views and counting—more than the Super Bowl’s 111 million viewers. Because here’s the thing:…

Once a status symbol, smartphones have now become the status quo. Pew Research reports that 64 percent of Americans own a smartphone, and many rely on their smartphone for accessing the…

Your banner ad is one in a billion; 5.3 billion last year to be exact, according to ComScore. The same study also reports that the typical internet user is served 1,707…

YouTube may be the second biggest search engine, but keep in mind that it’s really social media. Just like your website and other components of your digital marketing, the goal is…

The traditional, take-orders, shuffle-papers form of account service is dead. I wasn’t around to see it happen or watch the smoke clear after the Mad Men era, but I’ve heard plenty…

My favorite Thai restaurant is located a couple miles from my home tucked into one of those strip centers that disappears after you’ve driven by it a half-dozen times. It’s a…

  Advertising has always been somewhat of a game of cat and mouse, and it continues to be so in the digital age. Advertisers find new ways to reach consumers, consumers…

  Like many others, I consider Steve Jobs to be among the best—if not the very best—marketing visionary to come along in the last half century (at least). My favorite TV…

All the big-dog brands do it—Coca Cola, Apple, Nike—you’ve seen their products on TV or in the movies. Savvy consumers can spot product placements right away, but that doesn’t mean the…

  The digital realm provides all the intelligence you need to connect your product with consumers, but if you’re not reviewing all of your data, key insights could be hidden in…

  What do you give your customers in exchange for their loyalty? If you’re not rewarding them for repeat business, you may be missing out. Forty-six percent of shoppers are compelled…

  Word of mouth and social sharing by your staff can influence customers, supplement your brand message, propel content, and if you’re lucky, make them better employees. When you consider that…

  In part 1, I discussed the basics of differentiation. If another brand differentiates better, your customers won’t have any reason to value you for it, unless you happen to be…

  A better question, perhaps, is ARE you differentiated at all? In reality, most companies are not. In large part, this is because most business owners don’t really understand the concept…

Get ready for a “wearvolution”! Wearables are emerging as the next big thing in tech. Beyond FitBit and the Apple Watch, wearables have popped up in diverse industries, and the evolution…

  Mobile has officially trumped desktop. Google confirmed the tipping point in May 2015 by reporting that more Google searches take place on mobile devices than desktops. The same was true…

  It’s been said that the most important ingredients in building a lasting and successful brand are authenticity and continuity. You must tell the same story day in and day out,…

  A nice day, good friends, and a cold drink in your hand, and you’ve got the makings for a picturesque restaurant experience and an atmosphere that’s considered by most to…

Reality check. I’d be willing to bet if you asked just about any creative how they feel about using “real people” in their ads, nearly all of them would shudder. We’ve…

It’s okay if you don’t read this entire blog post. I don’t expect you to, and I’ll make you a deal. If you don’t get the main idea without reading the…

Not every challenger brand has the budget to hire the likes of Gisele, but with some innovative thinking, you might find your ideal spokesperson in an unlikely place. Here are some…

The resounding answer is no. Trolls are those nasty, sad people who hide behind online anonymity to pick fights and sling hate. It is their reason for existing. Why anyone would…

  Do you know what the second biggest search engine is? YouTube. With over a billion users (only 20 percent of whom are in the U.S.), YouTube engages more 18–49 year…

  If you found your restaurant in the middle of a PR disaster, what would you do? The way you react in the aftermath of a PR crisis can make all…

Feeling like your challenger brand is in a social media rut? Have no fear, these apps are here, offering you endless ways to show your brand personality and serve up a…

  Breakfast may be the most important meal of the day, and it’s quickly becoming a profitable daypart for quick-service restaurants. The Breakfast Wars Taco Bell rolled out a breakfast menu…

  With the high demand for video content, challenger brands are exploring the latest apps and tools to engage users. One of the most notable, Periscope, is the live video streaming…

  Digital media is one of the most effective ways to reach your target audience while measuring real impact. A key strength of digital media lies in the advertiser’s ability to…

  Consumers love brands that give back. There’s no question about it. That’s why theCause Marketing Forum predicts that cause sponsorship will reach $2 billion this year, a 3.7 percent increase…

  Pink may be the color that most comes to mind when you think about cause marketing, and there’s good reason for it. Connecting your brand with a non-profit sends a…

  In a world of Instagram food snaps, everyone is a food photographer—or so they think. But even the best digital filter can’t measure up to the excellence you can expect…

  Ad campaigns across the country employ a variety of tactics to make brands stand out with consumers in a very competitive advertising landscape. Recently, a Nielsen study showed that in…

We asked our team to share their thoughts on the best Super Bowl 50 ads. Wish your challenger brand was on the Super Bowl stage? See our previous post. My favorite is…

  Super Bowl 50 is already beginning to take over the airwaves, with coverage and excitement building for the big event Sunday, February 7 on CBS. But it’s the action off…

  Ever heard of cord cutters? These trend-setting consumers are tired of paying top dollar for their in-home entertainment via cable or satellite and electing instead for a myriad of pay-as-you-go…

  As the old saying goes, “Advertising is what you pay for; publicity is what you pray for.” News coverage is one place where underdogs and the big dogs are on…

  Former Agency Partners Reunite for Challenger Brands DALLAS – Jan. 19, 2015 – The nation’s leading ad agency for challenger brands,LOOMIS has acquired Dallas ad agency peer, Hadeler Krueger (HK).…

  While everyone wants to grab the Millennial generation’s attention, the smart Challenger Brand is marketing to Baby Boomers. Here are five reasons why targeting this “forgotten generation” is still a…

  More than just a meal accompaniment, crafted beverages are money makers for most restaurants, so knowing these 5 beverage trends for 2016 can help your bottom line. San Francisco-based hospitality…

  In our last post, we talked about how to decide whether or not Snapchat is right for challenger brands, and now, here are 6 Snapchat secrets to promote your brand.…

Wondering if Snapchat is right for your challenger brand? Wondering what the heck that chubby little Snapchat ghost is all about and why everyone is talking about this social media platform…

  Beacons just might be the next big thing in mobile marketing. As the name suggests, a beacon is a small device that uses Bluetooth to detect and communicate with smartphones…

  You only need to look at the 30-year success of the McRib to know limited time offers (LTOs) work, and here are five ways Challenger Brands can effectively use a…

  When Houston-based Joe’s Crab Shack recently became the first national full-service chain to test a no-tipping policy, it added fuel to the fiery debate over whether this is the service…

Challenger brands compete by outthinking, not outspending the competition. The same philosophy applies to your digital advertising strategy. You’ve got to find innovative ways of accomplishing your goals, and as a…

  NASA has a legitimate crisis on its hands; an astronaut is stranded on Mars. This PR nightmare is the premise of the best-selling book and new movie, The Martian. One…

Every restaurant needs both a digital and traditional marketing plan to be successful and here are 5 reasons offline advertising still works and 10 ways to do it.  After all, if…