Selfie Websites

Posted · Add Comment

THE MISTAKE One big mistake we see people make, when supplying content to us for their website, is that the content is about them, not their potential clients, customers, or website viewers. Granted, it can be difficult to step outside of yourself or your business, look in, and see what others should see so that […]

A Branding Case Study: Part III

Posted · Add Comment

PARTS I AND II In the first article of this series, we discussed the logo ( http://21thirteen.com/branding-case-study-part/ ), then the Emotional Message ( http://21thirteen.com/branding-case-study-part-ii/ ). Now we move on to the all-important “emotional message”. THE IPA Paruresis is a condition that affects more than 2 million Americans, and the International Paruresis Association is the only […]

A Branding Case Study: Part II

Posted · Add Comment

THE IPA Paruresis is a condition that affects more than 2 million Americans, and the International Paruresis Association is the only organization in the country that supports those who suffer from it. Yet membership and support were dwindling, they had an ineffective visual brand and their website was old fashioned and poorly designed. They needed […]

A Branding Case Study: Part I

Posted · Add Comment

THE IPA Paruresis is a condition that affects more than 2 million Americans, and the International Paruresis Association is the only organization in the country that supports those who suffer from it. Yet membership and support were dwindling, they had an ineffective visual brand and their website was old fashioned and poorly designed. They needed […]

The Difference Between Art And Design

Posted · Add Comment

The information I’m expressing here is not something you, as the owner of a website, need to be thoroughly familiar with. But I think that understanding a couple of basics here will help you understand what a good website does. ART IS A COMMUNICATION. DESIGN IS THE COMMUNICATION OF SOMETHING SPECIFIC. At its very core, […]

Brands Make People Think Something Is Worth Paying For

Posted · Add Comment

Trademarks Registration Act, Jan 1 1876 – Bass ale – Renoir Wave 1 1875-1920 Quality & Consistency – Ivory Soap, Campbells Soup, Quaker Oats Print, Radio Wave 2 1920-1965 Character endorsed brands Betty Crocker, Uncle Ben, Morton Salt girl, Snap, Crackle and Pop, Tony the Tiger relate to/real/radio voice (Wave 1 = functional, Wave 2 […]

The Real Definition Of A Brand

Posted · Add Comment

THE EVOLUTION OF BRANDING: In our last series of articles we discussed the history of Branding, which reflects all that a successful brand has come to mean to us today: quality & reliability, personification, a means of expressing who we are, an experience, and connection with others. These qualities all have to do with the […]

The History Of Branding, Part IV

Posted · Add Comment

THE FIRST FOUR WAVES: After discussing branding as a means of guaranteeing quality, of humanizing products, of expressing yourself, and brands as an experience, we talked about the need humans have to feel they are part of a group during a period jn our history of rampant social isolation. In terms of media, we can […]

The History Of Branding, Part III

Posted · Add Comment

HUMAN BEHAVIOR: After talking about the first 4 Waves of Branding, from 1875 to 2005, let’s pause for a moment and look at our basic instinctual needs: food, shelter, and reproduction. These could be said to add up to one thing: survival. But humans also have a significant collective tendency as part of our instinct […]

The History Of Branding, Part II

Posted · Add Comment

THE FIRST TWO WAVES: In my last article, I talked about the first two major waves of branding, back when a brand was the only way to get consistency and quality, and later when brands became “people” – they were associated with characters such as Betty Crocker or Uncle Ben. This second wave created the […]