John Locke & Donovan Creed: An Indie Case Study (Part 1)

In Malcolm Gladwells’ book “The Tipping Point,” Gladwell discusses myriad companies whose products tipped the industries they were in, changing them around them in such a way as to not simply be successful but even rewrite a paradigm. During the past several years, several different events have increasingly tipped publishing from being a business based … [Read more…]

So What’s The Prodigal Hour About, Anyway?

(besides time travel) I thought I’d share the as-it-stands cover copy: “Chance Sowin hoped only for a new beginning.” On October 31, 2001, six weeks after escaping the World Trade Center attacks, Chance Sowin moves back home, hoping for familiarity and security. Instead, he interrupts a burglary as his father, Dennis, is shot and killed. … [Read more…]

Express: Yours

Back when I was in college, I had an idea for a campaign for Structure brand clothing. The ad would depict men wearing only Structure boxer briefs in various situations: in a bar, in a boardroom, etc. The copy would be “Every man needs a little Structure in his life.” Structure was a brand of … [Read more…]

Mercury: For the Fleet of Soul

This requires background. Mercury International was the (I’m fairly certain) imaginary company for whom I “consulted” to fulfill the requirements for my MBA capstone course. In January, I teamed with four other classmates to work as a group with the intention of helping Mercury International increase revenue and market share. I wrote about (and posted) … [Read more…]

Victoria’s Secret: What’s Yours?

Company: Victoria’s Secret Product: Under-Apparel Service: Support, intimacy, confidence Slogans: Best When Shared These Are Victoria’s Secret. What’s Yours? For All the Parts You Share Pitch: Victoria’s Secret sells three things to women: anatomical support; intimacy enhancement; and confidence reinforcement. Ads focus on beautiful women wearing, in general, only Victoria’s Secret lingerie and a smile. … [Read more…]

My MBA Capstone

A few days ago, I got the news that I’d officially aced both my MBA capstone course and its final. This is pretty big news, the culmination of three years of work in a field I never really thought I might find myself pursuing. Now, I can’t imagine not having pursued it. I remember the … [Read more…]