"Leave no stone unturned." "We can’t miss an opportunity." "Let's include that as well." This classic dialogue is something we all suffer from in the noble quest to tell our story to everybody, all at once. And we all know what happens when we “succeed” in this quest. Our marketing materials become a wall of words, cluttered, disjointed, uninspiring, and destined to be ignored. A punchless fruit punch of claims and features.
Greg Monaco | 
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Greg Monaco | Comments (0)
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If you can, make them cry.
“A man and shelters his son from the horrors of a WWII Nazi concentration camp, convincing the boy that it’s all a game.” That is a brief but accurate summarization for the film Life is Beautiful by Roberto Benigni.
Now, go see the film.
Therein lies the difference between strategy and execution. Mr. Begnini spelled out his strategy—in technical terms—for the movie well before he actually wrote it. But he realized that people don’t pay to go read a plot summary, they pay to experience it. And an amazing film was born.
Greg Monaco | Comments (0)
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Greg Monaco | Comments (0)
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Black Swan's "Nina" Prevails Over Her Own Brand
Natalie Portman’s character, Nina, in Black Swan was pegged as a precise, beautiful, technically-perfect dancer: a metaphor for a the graceful lines and effortless movement of a white swan. But the production also calls for the lead dancer to transform into the white swan’s alter-ego, the black swan.
Douglas Light | Comments (0)
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Brand new or Bran new?
When speaking with a friend recently, our discussion turned to the term “brand new.” I wondered what its etymology was. “The term was originally ‘bran new,’ ” my friend said. “And that’s because, back in the day, bran—the pieces of grain husk separated from flour—was used to pack glasses, flatware, and fragile items that where shipped. So when you opened a package, there’d be bran on the new items. Hence,” he said, “bran new.”
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