Tag Archives: Branding

The Test of Time

Brands are aware that they must continually evolve in order to stay relevant in a society filled with noise. Gillette is an example of one brand that has already withstood the test of time. They make a testament to that in their new advertisement for their first ever men’s body razor.

The video takes an evolutionary approach to depict the different hairstyles of men over the last 100 years. The spot is a great nod to how Gillette has managed to handle the ever-changing landscape of product development and advertising.

Radioshack on the other hand is an example of a company that hasn’t managed to keep up with the world today, and is currently on the brink of failure. The dominance of e-commerce and competition from internet-based companies such as Amazon chip away at the profits of those companies that can’t keep up. Gillette has managed to do quite the opposite. And no matter how strange it seems that men want to shave more than just their faces, they embrace it.

What Sparks our Fire: The success of a brand that continually faces the changing times and excels at it.

What other brands can you think of that manage to withhold the challenges of change?

Let’s Be Frank: Curiously Rewarding

I just returned from Florence, Italy where my curiosity for art and fashion were again refreshed and enlivened. A must see, was the Pontormo and Rosso Fiorentino exhibition at the Strozzi Palace and the beautiful leather and suede handcrafted creations by the Tattanelli family.

On the flight back I read my current issue of Vanity Fair with Jon Hamm on the cover. Now, I find out that because I’m an avid reader of this magazine, I was “born curious.” This is the current mantra for their new branding campaign promoting the print, digital video, and online editions. Interesting.

I’ll review my family tree to see if this trait is genetically grounded or a product of my environment. That should be fun. Meanwhile I checked out their online video to see where they were going. Pretty darn smart. Thanks Graydon Carter and company for making this branding message “curiously rewarding.”

Turn your iPhone into a 3D camera

blog pix 18

The iPhone is quickly becoming the camera of choice to document people’s lives. This trend, which was demonstrated in a recent Apple commercial, has spawned a number of gadgets that bring the smartphone’s features to the next level. Meet Poppy, a $49 device that will turn your iPhone into a 3D camera. The design is very simple, no buttons and no batteries, just an iPhone. Designer Ethan Lowery and Joe Heitzeberg’s goal is to allow consumers to capture their own lives (family, sports, etc) in 3D. The project has been on KickStarter since late June and already has three times its pledged goal. Shipping should begin in early 2014, but given the online popularity, it could happen later this year.

What sparked our fire: The transition from one dimension to another… and back again.

When will the mobile photography bubble burst?

Enjoy!

– Canopy Team

Hands on creativity

Honda Logo

Honda Motors is celebrating 65 years of history and tradition. To highlight this accomplishment, Wieden + Kennedy London has created a 2 minute video to  demonstrates Honda’s rich culture and creativity. The video is focused on hands to celebrate Honda engineers’ curiosity.

What sparked our fire: Celebrating a brand through toys, tools and magic.

What’s your favorite Honda moment?

Enjoy!

-Canopy Team