Tags » Significant Objects

A story CEOs & CFOs need to know about brand story-telling

The view that a brand should tell a story rather than just have a ‘positioning’ is not new in marketing circles. However, for CEOs who often already see marketing as the ‘soft’ side of their businesses, investment in story-telling may seem too esoteric a notion, and one with questionable commercial benefit. 1,015 more words

Brand Strategy

How Trader Joe's makes food stuff 'Significant Objects' ... Or: Of 'Speculoos Cookie Butter' and a 'Fearless Flyer'

I had one of those ‘Eureka’ insights the other day when I saw the latest Trader Joe’s ‘Fearless Flyer’ on our kitchen table: Trader Joe’s has made a great business out of morphing their foods into ‘Significant Objects’ that we cherish and desire, well before and beyond tasting them. 1,663 more words

4 - Behold! - The Product As Manifestation

Gerard's Significant Object Tea Party

West Point residents share their significant objects with our artist, Gerard.

This afternoon we started the first of our events, leading up to the official launch of our project next Wednesday. 99 more words


Significant Objects

Cai Saint Logan

You are immediately surprised and then subsequently unsurprised that the airport in Las

Vegas has about one-hundred slot machines. You remember that line from the Sunday… 461 more words