August, 2009 Archive

How do you build a digital brand?

Thursday, August 13th, 2009

How do you build a digital brand -- one that lives up to digital's potential for immersion and personalization?   The following two recent Razorfish client launches highlight the roles of creativity and technology -- and demonstrate some of the nuances of branding the digital way. Billboard Billboard posed an interesting challenge ...

Publicis Groupe/Razorfish: it's all about the brand

Monday, August 10th, 2009

On August 9, Microsoft and Publicis Groupe announced that Publicis Groupe has agreed to acquire my employer Razorfish.  (At Razorfish, we announced the agreement on Twitter.)  The deal is expected to close in the fourth quarter.  The rationale is simple: Publicis Groupe has a stated goal of broadening the breadth ...

Coors Light and organic branding

Thursday, August 6th, 2009

Razorfish client MillerCoors continues to introduce product innovations during a recession, including the draft-beer box discussed July 29 in The Wall Street Journal.  My employer Razorfish has helped MillerCoors launch new products, including an advertising experience, "Project:Cold," that showcases the benefits of the new Coors Light cold activated can.  Project:Cold ...