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Colin Finkle interviews Allen Adamson

Colin talks with Allen Adamson about maintaining brand relevancy in a fast-changing marketplace. Allen Adamson is a brand guru. He is the founder of the branding agency Metaforce, as well as an author of four books regarding branding. He has taught at New York University, Cornell, and Harvard. I was honored when he reached out to talk about his latest book: Shift Ahead. He was concerned when he saw his clients asking for surface level Read more…

New on BMB: Veblen Goods

Some types of products and some brands defy the laws of economics and can charge whatever they want. Something that fascinated me about branding is that some brands would be able to charge whatever they want. Some brands were known to be expensive, and people bought their products because of the high price not in spite of it. It turns out that there is a whole class of goods that fit that category. They are Read more…

BMB and Just Creative’s Logo Design Trends

My thoughts on the trends in logo design were featured both on BMB and Just Creative. It’s a new year, and a good time to reassess where logo design is heading. The first place I look when I am looking for trends is at companies who have rebranded in the last year. If a big corporation is spending millions of dollars to move from one logo to another, then it is worth asking why. Thankfully, Read more…

How I Would Design the Subaru WRX STI

Designing the iconic rally-inspired 4-door sports sedan. Some of my favourite brands are the sport-tuning divisions of the major automakers: Mercedes AMG, Dodge SRT, Mini’s John Cooper Works. All of them have a clear character and a very clear division. One of the coolest is Subaru Tecnica International, STI. They are best known for making the top of the sportiest vehicle that Subaru offers: The Subaru WRX STI. I took a take at designing the Read more…

New on BMB: How to Design Signs

Exterior business signs are a great way to add visibility to a brand… but are often poorly designed. Recently, Burlington Sports And Spine (whose brand I designed) asked me to design the sign for their plaza’s pylon sign. Pylon signs are the towers with a bunch of rectangular backlit signs, one for each of the businesses in a shopping center. I realized that, while I had designed a lot of signage for inside retail environments, Read more…

New on BMB: Endorsements in Marketing

Endorsements are a powerful but misunderstood tool in marketing. Every brand benefits from endorsements, whether it be a patron who raves about a bakery on Instagram or Nike spending $100 million + to secure a top athlete’s endorsement. But endorsements are not understood by marketers. Few people understand the nature of why endorsements are so powerful, and the legality and ethics around paying someone for their endorsements. So I wrote an extensive guide on endorsements Read more…

How I would change the Tesla Cybertruck

What the Tesla Cybertruck would have to be to have me as a buyer. Electric propulsion is a clear opportunity for trucks. The instantaneous torque from an electric vehicle is ideal for getting a large mass moving; this is something Ford proved with when their all-electric F-150 towed a freight train that weighed over a million pounds. I know there is a great opportunity in fleet vehicles and work trucks to be electric, where they Read more…

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New on BMB: Mundane to Memorable

An easy to use framework to help you evaluate your marketing ideas. Your brand to compete in today’s marketplace where customers are blitzed with thousands of marketing messages a day. That means only putting messages out there that are memorable, if not remarkable or shareable. I created a framework so you can evaluate any of your marketing messages on a five point scale: Irrelevant Mundane Memorable Remarkable Sharable Everything a brand does should be at Read more…

New on BMB: Why are logos so expensive?

Logos can be expensive because they take time and thought to get right, and great logo designers are in demand. I just put up a post on BMB (Brand Marketing Blog) entitled Why does professional logo design cost so much? When it comes to logo design, there are smart ways to spend money and dumb ways. Like any investment in a business, there are smart ways to spend on a logo design and other ways Read more…

Unobstructed Podcast Ep 3 is out

Edward Cervantes and I talk about personal branding on the latest episode of The Unobstructed Podcast. The sweet spot of topics Edward and I aim for is something that is poised to tip business, culture or both. The power of personal branding and the need to maintain a personal brand has never been greater and stands to be even more important as time goes on. A personal brand is a reputation. So personal branding is Read more…

Unobstructed Podcast Ep 2 is out

Edward Cervantes and my podcast about business and culture is on it’s second episode. In this episode, Edward has his mind blown at the scale and growth of the Esports industry. I find it pretty crazy as well, but I knew about some of the numbers around the industry size and prize pools. Bottom line: esports is going to be as big as an industry as any of the franchise leagues for traditional sports are Read more…

New on BMB: 17 Examples of Sub-brands

Sub-brands are a powerful tool in the brand strategist’s utility belt. I recently wrote an article for BMB, Brand Marketing Blog, which talks about 17 exceptional examples of sub-brands. My favourite sub-brand example:Lenovo Legion The interesting thing about sub-brands is their effect. They change the perceptions and expectations of the parent brand. Used effectively, this can be advantageous to enter a new market where you have to talk to a different type of buyer than Read more…