November & December theme:
“Choose One Thing”

Posts by Bruce

When the Fathom team is knee-deep in strategy and reaches a critical moment, it’s pretty common to hear the phrase, "Get Bruce."

As Fathom's Creative Director, Bruce Kaechele brings an approach as artistic as it is logical to every project. In his past life as creative director for other agencies, Bruce worked on campaigns for brands like Unilever, Dannon and Coca-Cola. His experience with crafting brand concepts for products has served Fathom clients well as he brings a smart, fresh perspective to all the industries we serve, from not-for-profit to retail.

Bruce’s innate sense of timing and near-saintly patience help him lead the creative team on all fronts from vision to message. Bruce has a knack for finding the most brilliant nugget in a current of creative gold, scooping it up and polishing it down to the shine. When helping set the stage for brand experiences that keeps audiences coming back, clients and Fathomites turn to Bruce. Lucky for us, when we say,"Get Bruce," he's there at the ready (or at least at the pinball machine).

Posted in :  Brain Waves

When a customer leaves the fold, the tendency is to blame outside forces. They were shopping price. They had a change in personnel. They thought they could do it in house. They know someone over there. Of course any of these, and many others, could be true. Rarely, however, are they happening in a vacuum. There are other dynamics at work that have made it easy for someone to change allegiances.

On my commute there is a Dunkin’ Donuts and a McDonald’s across the street from each other. I always went to Dunkin’ Donuts believing their coffee to be superior. Then [More...]

Posted in :  Brain Waves

Treading water can be alluring. Just stay afloat long enough and someone will come along and save you. But what if no one knows you’re out there? Better to take matters into your own hands. Pick a landmark and start swimming.

Posted in :  Brain Waves

“The Hatch poster, though, kicks with a louder boot,”

says Jim Sherraden, manager at Nashville’s Hatch Show Print. And he’s right. Just look at them – in all their bold, chunky beauty.

So what gives them the extra kick? Truth. Simple and unadulterated. The limits of the letterpress force clarity – in both message and hierarchy of presentation.

Posted in :  Brain Waves

Brian Dunn, CEO of Best Buy, recently told investors, “We are building on our foundation as a company that sells hardware and accessories to one that understands that means we can connect people to the people, content and networks they care about.”

Another way to read Mr. Dunn’s statement is We are selling hardware and accessories but our customers are buying connections. That (seemingly) simple realization will radically change the way Best Buy treats people.

Every business needs a leader like Dunn – who is capable and not afraid of expressing the “squishy” side of their business. [More...]

Posted in :  Brain Waves

What is your FAQ page saying about you?

When I see FAQ pages, I read them – or at least scan them. Not only can they be the easiest way to find information, they can also be an interesting look into what web site owners believe about their site and what they offer, and what they think their visitors care about. The standard approach is the easy one – factual answers written in a plain vanilla style. But that wastes an opportunity to engage with readers as human beings rather than as robots.

The standard Q&A format is perfect for having a [More...]

Posted in :  Brain Waves

Best case scenario is that every person who worked on the new Tide Coldwater campaign is too young to remember the early ’90s. Worst case is that someone did remember and decided ripping off another agency’s creative product was OK.

Granted, no one can remember every ad campaign ever created and some repetition or close variations of campaign themes is inevitable. But when the campaign line in question, Get Out Of The Old. Get Into The Cold (for Miller Genuine Draft) had national TV exposure for at least two years (that I recall) – at a time when national TV still [More...]