always on our minds

How marketers learned to sell more lettuce and why it matters

January 21, 2015 By: Heather Ward

A few years ago, I had the opportunity to attend a talk at the Harvard Business School given by Ranjay

A few years ago, I had the opportunity to attend a talk at the Harvard Business School given by Ranjay Gulati, and I learned something about marketing that I’ve never forgotten. Gulati’s research at the time focused on the difference between an outside-in (customer-centric) approach and an inside-out (product-centric) approach. In order to explain his case for the outside-in approach, he used the example of lettuce manufacturers who kept trying to improve their product by asking about where people would prefer to buy it or how much they’d pay for it. One day, they took a step back and asked their customers about how making and consuming salad fit in with their busy lives. By shifting the question away from the product and understanding the larger context of people’s lives, they discovered that people wanted to eat more salad but...

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Thanksgiving 2014

November 25, 2014 By: Rob Waldeck

Turkey on the table. Family chatering away. Me waiting for dessert. Everybody thanking people, pets and food. Thanks for nice

Turkey on the table. Family chatering away. Me waiting for dessert. Everybody thanking people, pets and food. Thanks for nice things, kindness, family, friends, my pets, food and water. Thanksgiving means a time to be happy and thank people for mabe just being there or even more. Also, thanksgiving is a good time to appaliges to people. “I’m sorry” “Thank you Friend”                      

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Follow your heart (and bring your brain)

November 20, 2014 By: David Abend

You know that feeling you get when you’re showing the client work you love? When you’re pumped, a little nervous

You know that feeling you get when you’re showing the client work you love? When you’re pumped, a little nervous and blazing with the confidence that comes with wearing your lucky striped socks? It’s pretty fantastic. The only thing better is when the client loves it just as much. Right now, we’re working on a microsite and admissions brochure for Colby-Sawyer College. And we were excited about this blog post from the school’s president, Tom Galligan, on the success of their new branding initiative and our creative work. Colby-Sawyer’s mantra is now “Always Learning.” At Holland-Mark, ours is “Work that is love is not work.” It’s fun doing what you love. And when people recognize you for it, that’s just the bacon on the filet mignon.

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“I’m not gonna let you become one of those.”

October 21, 2014 By: Steve Yaffe

In my early 20’s I spent a lot of time in various bands. I wrote lyrics, and screamed them over

In my early 20’s I spent a lot of time in various bands. I wrote lyrics, and screamed them over excessively loud guitars. And as most front men do, I had a tight friendship with the lead guitar player. We were Jagger & Richards, DeLaRocha & Morello, Bono & The Edge. At least in our minds. I’m pretty sure everyone else saw Jay & Silent Bob or Abbott & Costello. I had no clue. I was so lost in making music, and being “creative”, that it didn’t matter. I was the most engaged as I had ever been in my life. I was an “artist”. One day, as artists do, we were sitting around smoking cigarettes and drinking coffee. Discussing the latest cool shit. Talking about how profound our music was. It was on such another level that regular people...

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Good ideas are never half-baked

August 26, 2014 By: Matt Gorlaski

Have you ever come across an idea so different and bizarre you feel compelled to be a part of it?

Have you ever come across an idea so different and bizarre you feel compelled to be a part of it? That’s how many customers feel when they walk into a Johnny Cupcakes bakery for the first time. Most people walk through the door expecting the smell of freshly baked pastries. Most people expect to gaze upon artistically decorated cakes. Most people are unexpectedly surprised. In its simplest terms, Johnny Cupcakes is a t-shirt shop. The concept behind this growing brand is also very simple: cupcakes. But what makes this company great is how far the idea has been pushed. When customers walk through the doors of the “bakery” they find themselves standing amidst retro-style bakery refrigerators with t-shirts displayed on cookie sheets. All the designs created by the brand have a cupcake incorporated into a pop culture reference. These satirical...

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