branding Tag

by Freddy Tran Nager, Founder of Atomic Tango + Member of a Few Segments… Once upon a time, back in the good ol’ days of 2006, my wife and I strolled into Forth & Towne, a new fashion chain from Gap Inc. targeting women over age 35. It was solemn and dignified with muted lights and muted music — and muted people. While other stores in the mall percolated with excited shoppers, the spanking new Forth & Towne saw its handful of customers browsing quietly, as if they were preparingRead More

by Freddy Tran Nager, Founder of Atomic Tango + Consultant to Nonprofits and Dotcoms; photo by Kat Yukawa on Unsplash… What do charity organizations and most Web-based companies have in common? None make a profit. (Apparently, someone convinced dotcoms that”free” was a viable business model.) But they all still have prices — just not in the traditional sense of numbers on a tag…Read More

by Freddy Tran Nager, Founder of Atomic Tango + Guy Who Doesn’t Believe Beer Goes With Hot Air… Just when I thought I had said enough about all this “authenticity” nonsense (here and here), a friend sent me this beguiling case study about Pabst Blue Ribbon. It starts off fine, explaining how the Fizz Agency turned PBR from a sinking ship into a hipster staple. Then came the A-word…Read More

by Freddy Tran Nager, Founder of Atomic Tango + Creative Strategist… OK, let me get this straight: A sports fashion brand run by savvy marketing pros and brilliant designers creates a text-driven promo piece… then ruins it with bad typography?Read More

by Freddy Tran Nager, Founder of Atomic Tango + Copywriter Who Loves To Envy The Work Of Others… Here’s hoping magazines stage a revival so we’ll always have print ads like these…Read More