The Art of Consistency

Let’s talk for a second about consistency and its importance. In fact, let’s frame the discussion with a quote from John Wooden: “Little Things Make Big Things Happen.” First, what are the Big Things? Fairly obvious, right? In marketing and communications, they are: return on investment, impact, recollection, information broadcast, behavior change and, the holy [...]

By | 2018-04-12T18:29:24+00:00 June 23rd, 2011|Thoughts|0 Comments

In Defense of Content

Just the other day, I was on the phone with Judi Muller, the designer I work with on the Williams-Sonoma’s Connoisseur newsletter, and we got to talking about the projects she’s working on at her agency, Media 27. They do some great work over there and have a great eye for style, design and photography. [...]

By | 2018-04-12T18:29:24+00:00 March 4th, 2011|Thoughts|0 Comments

The Year of Being Proactive

Many businesses have taken a reactive marketing position ever since budgets began to tighten and fears ticked upward. Rather than being out in front and leading the way — proactive marketing — they are electing to respond to what their competitors are doing with little foresight to where they want to push their own marketing [...]

By | 2018-04-12T18:29:25+00:00 January 4th, 2011|Thoughts|0 Comments

Looking in the Mirror

There’s an old adage that businesses that don’t take stock are doomed for failure. Well, after an extremely interesting year, F.W.I.W. Creative, LLC and Tidal Wave Social’s principal David Farinella has spent the past month looking at where we’ve been, what we’ve been doing and where we want to go. It was eye opening in [...]

By | 2018-04-12T18:29:25+00:00 December 6th, 2010|Agency News, Thoughts|0 Comments

Hiring a Pro

There is no way that this is going to sound objective. In fact, it’s damn-near self-promotional. Well, actually, it’s more profession-promotional than self… Anyway. Just letting you know that right off the top.Last week I was on the phone with an old friend and sometime client, talking about some website and PR work he needed. [...]

By | 2018-04-12T18:29:46+00:00 September 7th, 2010|Thoughts|0 Comments

What Williams-Sonoma Has Taught Us (more than what pan to use to Fricassee)

Williams-Sonoma has been a client of F.W.I.W. Creative for over ten years now, and with every year that passes, we have been impressed with how the company encourages and inspires their thousands of associates around the United States and Canada. The key to that success, the Williams-Sonoma model has taught us, starts from the inside [...]

By | 2018-04-12T18:29:46+00:00 July 6th, 2010|Thoughts|0 Comments