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Why Sony Should Rewind Its Walkman ZX2 Launch

Posted by Anh Ta
January 21, 2015 at 9:00 AM

CES_Walkman_r[3]_(2)Dreaming of those days you could take the Beastie Boys’ Licensed To Ill cassette with you as you skateboarded around the block? Well, if you’ve saved every last penny these past 35 years, then you’re in luck. Now you can relive your youth, minus the cassette tapes. Sony recently unveiled its Walkman redux, the ZX2, at the 2015 Consumer Electronics Show. Amid the hype of CES and the buzz of a Sony announcement, the debut of the new Walkman was sure to get some attention. And it did, not for any game-changing innovation of the ZX2, but for the elevated price point – ringing in at upwards of $1,100. Nostalgia for the iconic Walkman no doubt drove intrigue, but headlines mostly focused on the hefty price tag.

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Topics: brand perception, brand identity, New Product Launch, Launch Marketing, Product Launch, Brand Design

Three Mistakes That Will Doom the Launch of the New, Healthy You

Posted by Mike Covert
January 14, 2015 at 10:00 AM

iStock_000034674954_Medium[1]Tis the season for healthy resolutions, crowded gyms and salads. The sad reality is, the majority of us with healthful aspirations will fail by February. Launching a new habit is similar to launching a new product – including three common mistakes that doom any launch to failure.

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Topics: brand perception, Brand Strategy, New Product Launch, Packaging Concept, Launch Marketing, Product Launch, Product Positioning, Brand Design

A Recipe for Relaunch: Girl Scout Cookies Go Digital

Posted by Katie Cantu
December 11, 2014 at 4:20 PM

emporium_edit“No soliciting unless you sell Thin Mints.”

That’s what the door declares at Emporium Pies in the Bishop Arts District of Dallas. The quaint pie shop’s sweet spot for Girl Scout Cookies certainly rings true to its patrons, but crumbling cookie sales in 2013 indicate door-to-door demise. After 90 years of traditional in-person sales, it’s no surprise that Girl Scouts of the United States of America is reinvigorating its Girl Scout Cookie Program by launching supplementary digital sales platforms.

What may surprise you is how astutely they’ve harnessed the power of launch to reinforce their brand virtues.

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Repackaging Awesome: Grilled Cheese Delivered By Parachute

Posted by Abi Grise
October 3, 2014 at 9:00 AM



Have you ever seen vanilla flavored toothpaste?

Occasionally, it crops up at my grocery store and inevitably winds up banished to clearance. So why do brands keep producing it? It’s because when sales dip, traditional products can be destroyed by well-meaning reinvention. But you can boost sales without sacrificing brand spirit, like how Jafflechutes is delivering grilled cheese by parachute.

Perhaps I don’t just speak for myself when I say grilled cheese is sacred. It’s cheap, delicious, and incredibly difficult to mess up. It’s goopy with nostalgia. No one needs to reinvent grilled cheese because it’s already perfect.

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Topics: Current trends, creative package design, brand perception, brand identity

Arbitrary Viral Content: Or, “Look at this idiot.”

Posted by Eric Harris
August 19, 2014 at 4:17 PM

The ALS Association did a fantastic job adapting the “Cold Water Challenge” trend into the more ownable “Ice Bucket Challenge.” The videos that have become serious newsfeed fodder over the past two weeks either annoy or intrigue you. Opinions vary widely on the effectiveness and appropriateness of the material, but in terms of both awareness and revenue generation, it can objectively be considered a success.   

In discussing the trend, Igniters discussed what a picture of viral “success” looks like. Is it only about the views? In order to deem any piece of content a viral success or failure, we have to put some guidelines around creating potentially viral content.

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Topics: Current trends, Inspiration