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Information to help people understand and value brand development


Has Design Become A Commodity? POPPYCOCK!

I was talking with a customer the other day. During the conversation I stated that I had recently read an article that said top ad agency designers from New York 5th Avenue agencies were departing their positions due to their perception that good design was being undervalued by their customers. My customer said she was not surprised because she believed design has become a commodity. Sadly, I agreed.

After I brushed off my ego, I started to think about that. Has design truly become a commodity? Is solution A as impactful as solution B? One design has no perceived difference over the other?

Then I thought about Steve Jobs return to Apple. Continue reading »

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How To Obtain High Impact Marketing Communications Results

Results in communication are measured through the behavior of people ~ R. L. Dilenschneider, Dartnell Corporation, 1996

So very often we create situations for ourselves, that when reviewed and analyzed at a later date, seem not to be the best decisions.

One of these “situations” is when we create marketing support materials to accomplish a task and then fail to review the pieces performance. Oh sure, the sales people think it is great and your boss loves it – but did it satisfy or exceed the goals for which it was created?

A Question . . .
Would you employ a sales representative that only incurred cost and never increased revenue and profit? Continue reading »

Posted in Research And Analysis | Tagged , , | 1 Comment

Forming a Brand Experience

“In an age were an organizations publics perceive little to no differentiation of products and services, the creative approach can provide the winning strategy”~ bas

At the heart of any communication is the brand philosophy or creative approach. The forming of a brand experience is complex, with considerable interactions among a variety of variables such as the owner’s viewpoint, the client’s approach to communication, communication theory and the ability of the agency to translate the desired philosophy into a meaningful campaign procedure.

As you read this article, please keep in mind true market leaders. Leaders like Nike®, Coca Cola®, and Wal-Mart®. Consider their success and the difference in their product(s) compared to their competitors. Is there that much difference? Is that difference real or perceived?

The adoption of a brand philosophy, regardless of its nature has been found to distinguish top U.S. companies from Continue reading »

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Successful Branding Strategy Outline

The following are key questions to be addressed when developing a successful brand experience.

Market Share

  • What is the trend in your company’s market share and sales relative to key competitors?
  • What is the market share growth/decline for your company or product over the past five years?
  • What is the overall market share?
  • In your primary geographic area?
  • From market to market?

Target Market

  • What is your primary target market?
  • What percent of sales does it account for?
  • How does this compare to the industry Continue reading »
Posted in Brand | Tagged , | 1 Comment

Effective Website Traffic Building Techniques

“If you build it . . . they still may NOT come.” ~ derived from the movie Field Of Dreams

The Simplest traffic building techniques are often overlooked in today’s mad rush to conquer SEM (search engine management). Whether you have a well-developed clientele, or not. These ideas can effectively drive tremendous traffic at minimal cost. Continue reading »

Posted in SEO (Search Engine Optimization) | Tagged , , | 4 Comments

Color Perception

If there were no color . . . could one see? ~ bas

According to the Institute for Color Research, “all human beings make a subconscious judgment about a person, environment, or item within 90 seconds of initial viewing, and that between 62% and 90% of that assessment is based on color alone.” WOW! Factors include the influence of individual Continue reading »

Posted in Color Psychology | Tagged , , | 4 Comments

What Is Brand?

“It is important for people to know what you stand for, it’s equally important that they know what you won’t stand for.” ~ Mary Waldorp

A good brand ultimately sets the stage for how a customer “feels” about your company. It’s a combination of benefits, qualities and what sets you apart. But it doesn’t specifically spell out those things. Branding’s goal is to communicate a general feeling. Therefore, your brand is the reflection of people’s perceptions.

Elements of brand: Continue reading »

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Brand Dictates Who You Are

“There is nothing worse than a sharp image of a fuzzy concept.” ~ Ansel Adams

Brand (brand) n. 1 a) a particular make of goods. 1b) an identifying trademark, label, etc. 2) special or characteristic kind. 3) impress unforgettably on one’s mind.

In·teg·rity (in teg´re té) n. 1 moral uprightness; honesty. 2) wholeness; soundness.

For a moment please, place yourself in the position of a person interviewing a prospective employee.

During the first interview, the applicant arrives professionally dressed and well groomed and the session goes well. You arrange for a follow up interview with your superior or associate. Upon arrival for the second interview, Continue reading »

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