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Journal

News, culture & fun stuff

Video

Brand over marketing: The 60/40 split

June 28 2018 / Kacha Azema

Here’s an idea that may be controversial: You should be investing more time and effort (and therefore $$$) into your brand than your marketing. Sure, we’re a little biased (we’re a branding studio, after all), but the data backs it up. “Media in Focus,” a report on the effects of mass marketing produced by Google […]

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Mastering the "Stop, Hold, Close"

May 10 2018 / Kacha Azema

As one of the most important brand–customer touchpoints, a brand’s packaging needs to stand out from the competition, while also answering how the product solves a customer’s needs. Here at Skidmore, we use the “Stop, Hold, Close” method – a process for getting the most out of that sliver of time a customer spends contemplating […]

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The do’s & don'ts of candy packaging

October 26 2017 / Kacha Azema

The Skidmore candy drawer is basically our water cooler – and this close to Halloween, it’s packed full of treats. Which is why this episode of Branding Bites is all about candy packaging. Watch as Shawn and Kacha break down the packaging tricks that sell our favorite treats. Rather read than watch? Check out the transcript […]

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Keeping fans in the stands

September 28 2017 / Alyssa Smith

Sports teams straddle the line of brand and entertainer, with most of their success depending on the unpredictable rise and fall of the season. They can always depend on their core band of brand loyalists to show up rain or shine, but is there a way to appeal to fair-weather fans on a cloudy day? […]

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Talking to your audience

August 28 2017 / Kacha Azema

Most brands these days are learning how to walk the walk and truly uphold their brand values, but can they talk the talk? In this week’s episode of Branding Bites, Shawn and Kacha share their knowledge on how to better identify, talk to, and connect with your audience. Rather read than watch? Check out the transcript below! // TRANSCRIPT Kacha: Welcome to Branding Bites, […]

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Indicators you need a new logo

January 31 2017 / Sara Frey

You can update the menu, redesign the interior, and launch a new advertising campaign, but unless your restaurant keeps its logo fresh, you’re going to miss out on new and returning customers. As a communications tool, everything about your logo – from the decision to use a serif or sans-serif font – sends a message […]

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Loyalty programs worth the love

January 17 2017 / Sara Frey

Loyalty programs have been around forever, as has the question of whether we, as marketers, are making the most of this opportunity to retain our customers. The answer: Usually not. This week we take a look at restaurant loyalty programs with an eye on improving the customer experience and program effectiveness. How can your brand […]

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Detroit dining and bonbon branding

January 10 2017 / Sara Frey

Detroit has been featured in some of the country’s most respected publications and topped lists of America’s hottest food cities. And as Detroiters ourselves, we can confirm: the food is incredible. But there is also much to learn from the brand building efforts of some of Detroit’s most successful restaurants and chocolatiers. In this week’s […]

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Marketing innovations for 2017

January 2 2017 / Sara Frey

We’re taking a quick look back at 2016 and helping marketers plan for the year ahead in today’s episode of Branding Bites! Tune in to watch Shawn and Kacha share their insights into restaurant branding opportunities related to employee ambassadors, digital ordering, loyalty programs, and more. Rather read than watch? Check out the transcript below! […]

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Instagram Live & FOMO for restaurants

December 20 2016 / Sara Frey

We enjoy a special guest this week as Sara joins Kacha in the hot seat to share strategies for Instagram Live, menu item branding, and more. Click play for their answers to questions including: How can restaurants make use of Instagram Live? (at :30) What has made HopCat a success with millennials? (at 2:13) How […]

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Food promotions that really deliver

December 7 2016 / Sara Frey

We explore the world of food promotions in this week’s episode of Branding Bites! Stay tuned as Shawn and Kacha share strategies for creating successful stunts, ads, and unexpected extras. Click play for their answers to questions including: What types of promotions drive the most sales for QSR, fast casual, eatertainment, and casual dining brands? […]

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Restaurant apps, biscuit theaters, and Airbnb

November 28 2016 / Sara Frey

In this week’s episode of Branding Bites, Shawn and Kacha dive into the world of restaurant apps to discuss which restaurants are delivering a great app experience. And as always, they share their thoughts on everything of note in food, beverage, and branding this week! Click play for their answers to questions including: When is […]

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Branded videos and virtual reality

November 16 2016 / Sara Frey

There is a lot of focus on branded video content in the food marketing space right now. Take Chipotle’s School of Guac, Cap’n Crunch’s Earliest Show, and Jack in the Box’s Cravings Hotline for example. In this week’s episode of Branding Bites, Shawn and Kacha discuss branded video content and its role in the food […]

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Photogenic food and resurrecting Chipotle's brand

November 8 2016 / Sara Frey

In this week’s episode of Branding Bites, Kacha and Shawn got together to share their thoughts on the exciting world of food, beverage, and branding. Check out the video for their answers to questions including: How can restaurants, bars, and breweries make their products more photogenic on Instagram? (at 0:15) How should Chipotle move past […]

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Building a cult brand and redesigning Taco Bell

October 31 2016 / Sara Frey

In this episode of Branding Bites, our strategy director, Kacha Azema, and our design director, Shawn McConnell, got together to talk about what’s happening in restaurant marketing this week. Tune in for their responses to questions including: How successful were Frontier Lager’s recent #findflavour Instagram ads? (at 0:13) How can a restaurant achieve cult status […]