When we see an article, advertisement or even a movie title, our interest is typically based on the headline or body copy. A catchy headline can draw you in to want to experience the body copy, which is the general idea of marketing. This same principle also applies to how we profile the people we work with. Are you a person that just wants the high level facts? Or, are you more analytical and someone who wants all the details? Also a great tool to use for prospecting, and getting to “know” your audience before you engage them. (Psst, agencies, do this when meeting new clients… it will help you determine who you can connect with when in a room.)

It also very much the practice of how we engage with brands that are marketed to us. And as marketers, this is something we must always consider when strategizing around how to connect with our customers. While imperative to a comms strategy, keep in mind that this approach does vary by placement. For instance, at the point-of-sale, it’s all about the headline, a.k.a. an eye-catching design that visually lures you in. But, while a catchy headline may do the trick at retail, most online shoppers want the specifics before they hit ‘buy’. Therefore, body copy can make a world of difference between conversion and abandonment when it comes to digital commerce.

Nevertheless, it’s important to find a balance between the two. To understand the appropriate place to lean at the appropriate time. So, when you’re implementing your marketing communications strategy, think of it as if you were a boxer — determine which blow will have a stronger impact, head or body. It’s all the difference in determining whether you win the bout against your competition, or have to head back to training camp.

P.S.
Me, personally, I’m a headline. I like to get to the point within five seconds or less. So if we ever email, you’ll likely feel that in our exchange. However, this post is more for the body copy lovers out there. Hope you found it insightful and applicable. 

You may recognize Kraft Mac N’ Cheese by its distinctive blue box, bright orange color, or the multitude of commercials that air on television during every family sitcom. However, due to concerns about health and safety, several major companies are switching to all-natural food coloring, which means that many of your childhood favorite foods will look a little different in the future.

Among these are the bright-yellow banana peppers at Subway, Trix cereal, and now Kraft Mac N’ Cheese, which will now use tumeric and paprika coloring instead of Yellow 5, which may slightly alter the flavor. Part of the reason for this change can be attributed to a popular food blogger called “The Food Babe,” who pointed out that at least one scientific study in the past has linked Yellow 5 and Yellow 6 to hyperactivity, ability to learn, and “long-term problems” like skin rashes and asthma.

The push toward natural dyes and flavorings and away from overly processed foods has been a gradual movement that has gained traction in the past few years. However, there is still research that suggests that we eat with our eyes, and thus lies the problem of maintaining the appeal of food with bright, inviting colors but keeping the ingredients all-natural.

What Sparks Our Fire: Brands catering to consumer demands and finding healthy alternative to classic childhood foods

Burger King released a video proposal on Wednesday as an open letter to its No. 1 competitor McDonald’s, calling for the two burger powerhouses to bury the hatchet in honor of World Peace Day on September 21st.

The fast-food chain proposed a pop-up shop at the halfway between its headquarters in Miami and McDonalds’ headquarters in Chicago, in Atlanta as the middle ground. The shop would exclusively serve “The McWhopper,” half-Big Mac and half-Whopper, designed to “settle the beef” between the two companies for a day. In addition, to the video, the company also created a website illustrating the logistics of the proposal, even featuring an endorsement from nonprofit Peace One Day founder Jeremy Gilley and the recipe for the proposed hybrid burger.

However, the advertisement was seen by some as both a not-so-subtle challenge and a cheap marketing stunt, namely, by the face of McDonald’s himself, who released a public rejection letter of the proposal. “We commit to raise awareness worldwide, perhaps you’ll join us in a meaningful global effort?” wrote Steve Easterbrook, CEO of McDonald’s. “And every day, let’s acknowledge that between us there is simply a friendly business competition and certainly not the unequaled circumstances of the real pain and suffering of war.”

Despite what is clearly a highly-publicized branding move, Burger King seems sincere in its efforts to contribute something meaningful using its status as a popular fast-food chain. McDonald’s seems a little more reluctant to do so, at least in partnership with Burger King.

So who “won”? McDonald’s is making it clear that they refuse to play the game, and in terms of tactics, what was doled out to them as a friendly curveball was slam-dunked over Burger King’s head. But the circumstances of the offer should be taken into account as well. Was it smart or snobby for McDonald’s to reject the offer given that it was for a good cause, especially considering McDonalds’ struggle to stay relevant as of late? You decide.

But all things considered, McDonald’s had better come up with a really great campaign with all this talk of “global awareness.”

What Sparks Our Fire: Creative inter-brand collaborative marketing campaigns (and a little beef)

What’s the worst aisle in a store like Target? According to method cleaning supplies co-founder Eric Ryan, it’s the vitamin and supplement aisle. Plagued by “uninspiring brands” and left without a clear understanding of the products and what differentiates them, Ryan became determined to shake up the aisle. Signing a 1-year exclusive deal with Target (much like the one method signed over 10 years ago), Ryan was able to create Olly, a new brand of vitamins and supplements that relies just as much on it’s easy-to-understand descriptions and innovative packaging as it does on the actual product. Instead of selling biotin, Olly sells “beauty.” And while the vitamin and supplement market has been growing for the past several years, it’s impressive to note that Olly sold $1 million dollars worth of product in its first two weeks.

Olly’s success only underscores the effects that good branding can have on a product. By adding a dash of creativity to the way they sell Olly, Ryan and his team have been able to change the nature of the vitamin and supplements aisle entirely.

What Sparks Our Fire: Great brand messaging and design that disrupts the space and drives sales.

As consumers in a digital age we are constantly marketed to, as result brands continually evolve to differentiate themselves.  In response to the overload of visual stimuli, Mehmet Gözetlik from design group Antrepo gradually took away major components from iconic brand packaging in their latest project, “Minimalist effect in the maximalist market.”

Once the packaging is stripped of its logo and identity is it still effective, or even recognizable as the iconic brand?

The images go in order of variation as follows…
1. Original variation
2. Simple variation
3. More simple variation
4. No logo variation

What Sparks our Fire:  An interesting exploratory on consumer packaging design.

Which variation do you think is the most effective?

Introducing Flatev, a Keurig-like machine that bakes dough pods into warm, fresh tortillas in less than a minute. Like a Keurig, it enables anyone hosting a group to use a “carousel” feature to make several tortillas at one time. And the Flatev is both compact and fast, making it great for food trucks, too. Made with just stoneground corn flour and water, the dough is loaded with fibers, minerals and vitamins as well as non-GMO and gluten-free, appealing to pretty much everyone.

What Sparks Our Fire: A new, quick and easy way to make food on the go

What tortilla-based dishes would you use a Flatev for?

Buying a new mattress? While it may not be something that you have to take care of regularly, it sure is a hassle when the time does come. Retailers carry a large amount of slightly different mattress, which you can go and sit on for about 10 minutes at a time to try and then you pick one that you will sleep on for a few years. Not to mention the difficulty of getting it delivered and brought into your house or apartment to the bedroom.

Casper is a new startup based in New York City that sells just one mattress in five different sizes. What makes Casper special is the convenience factors that they easily provide. First off your mattress comes with in five days anywhere in the US – and same day delivery in New York City – packaged up the size of a mini fridge. And once you set that bed up, you have up to 100 days to try out the mattress, and if you’re not satisfied you can send it back for a full refund.

The reviews of the product also point out that the bed is exceptionally comfortable – which is highlighted by the fact that Casper did over $1 Million in sales in just their first month.

What Sparks our Fire: Innovators making turning a rigorous process into something hassle-free

What other industries need someone to step up and make it hassle-free?

One of my favorite topics is the possibility of a modular cellphone. The idea that you don’t have to change out your entire device when a part malfunctions or needs to be upgraded appeals to anyone whose phone is increasingly outdated by rapidly advancing technology. The standout favorite in this new genre of devices is Google’s Project Ara, about which the company revealed new details this week.

At a conference for prospective developers, project head Paul Eremenko stated the smartphones should be set to ship in the first weeks of 2015. The Android OS will be updated to support the modular components. The first phone released will be a generic gray, to encourage the user to personalize and get creative with their devices. They will be able to create a custom look with the Ara Configurator, which allows customization of individual modules. This means users can import photos, which the Configurator will use to create a color palate for the blocks, or they can create customized 3D-printed textures. All of these are designed to be easily removed to allow for re-customization.

What Sparks Our Fire: The next generation of smartphones means a little less money spent on the next best thing.

Would you upgrade to an Ara?

Apple seems to be focusing the efforts of its’ wearables on the fertile health and wellness markets. Over the past few years, Apple has hired health and wellness experts, and currently is seeking fitness app and hardware developers. In conjunction with reports that the new iPhone will support biometric readings, the next iteration of Apple products seem to be headed in a healthy direction. For instance, a design for a headphones embedded with biometric sensors was recently patented, and are able to track heart rate and body temperature.

Therefore, it only stands to reason that Apple is going to keep the iPhone as the center of it’s mobile universe and create gadgets and accessories that enhance and specialize the existing functions of the phone.

What Sparks Our Fire:  No one needs a Google Glass yet, but everyone needs to enhance their iPhone. This may be the smartest strategy in the mobile gadget game.

What kind of fitness apps or tools would you like to see from Apple?

Just let that sink in for a minute. That’s a real, edible Penta-orange. It’s an “iyokan,” also known as a “Japanese Summer Orange”, which are mandarins crossbred with oranges from the Ehime prefecture. The interesting shape is a result of the oranges being grown in pentagon-shaped boxes, so the country that brought you canned bread and robotic girlfriends won’t have messed with the genetics of your weirdly-shaped fruit.

As of right now, there are only 300 of these odd little fruits available, but there are plans to make many more. These have the possibility to inspire entirely new dishes and creations based around geometric shapes and it’s possible that other fruits and vegetables may see themselves in new shapes in the near future.

What Sparks Our Fire: Low-tech ways of messing with food are somehow a little more fun than genetic pentagons.

How would you eat this penta-orange?