Absurdly Turdly: Computers Creating Metaphors

Absurdly Turdly: Computers Creating Metaphors

Metaphors are powerful. As James Geary explained in his Ted Talk, “Metaphorically Speaking,” we get a more vivid understanding of something because of all the analogies triggered by its metaphor. In branding, metaphors create expectations by linking the...
Kraft Gets Startlingly Honest

Kraft Gets Startlingly Honest

No parent is perfect, but sometimes you can do better. Other times you can’t, and that’s why there’s Kraft Mac and Cheese. Honesty is powerful. Instead of delivering yet another tired promise of convenience and time-savings, some brand manager at...

Feel the Burn

Peruse the many brands of hot sauce available in the U.S. and you’ll find a collection of raucous names alluding to the potency of the sauce inside the bottle. Many names gleefully defy the safe and staid conventions of packaged goods, referring not to taste or...