DESIGN VS. MARKETING: Nowadays most every person and business creating a website knows it’s not enough to just have a great website. Yes, it’s an absolute necessity as a starting place, but you have to get people TO your website. Spending money on marketing to drive people to an ugly or ineffective website is a […]
COLORS People often bring up the subject of “Color Psychology” to me. I don’t believe there is anything like a set of rules that if you’re “this”, you have to use “that color”. But there is some validity to what branding guru John Williams compiled many years ago, so for your dining and dancing pleasure, […]
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 […]
PARTS I AND II In the first article of this series, we discussed the logo ( https://21thirteen.com/branding-case-study-part/ ), then the Emotional Message ( https://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 […]
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 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 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, […]
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 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 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 […]
