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Matt Wszolek

  • First party data (the most important party in town)

    About every five minutes, a new article comes out talking about the demise of cookies – the kind that contain data, not chocolate chips. With the demise of cookies comes the end of ad tracking, retargeting, and behavioral/locational targeting as we know it. For many of us, this is like a giant meteor hurtling toward the […]
  • How to flip the script on the dreaded budget question

    “What’s your budget?" If you’ve ever bought a car or dealt with sales people pitching you a service, you’ve heard this question. Most of the time it’s probably the last question, thrown in at the end of a nice informational meeting, along with some random nonsense talk around “customization to fit your needs.”  If they […]
  • Greater than zero

    “If at first you don’t succeed, try, try again.” Remember that old line we heard a hundred times as a kid? Whatever happened to it? My theory is that it’s been replaced with fear. Fear that the idea – or, in this case, the ad – isn’t good enough, and if it isn’t a perfect […]
  • The ad puzzle

    When it comes to advertising campaigns, it usually isn’t hard to uncover the objective. It’s like a jigsaw puzzle after it’s all put together: The big picture is clear. But what do we know about puzzles? Well, when you open the box, you have a mixed-up set of maybe 1,000 pieces, and the promise that […]