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The 6D Blog is focused on being a part of a global discussion—sharing big ideas, insights, best practices, observations and revelations about the world of branding and marketing. Come in. Stay awhile. Learn, share, and hopefully, be inspired.

Typography – The Science of Beautiful Copy

March 2nd, 2015

GILLIAN HARDY

We’ve all heard of typography geeks. The ligature junkies who have tantrums over improperly used em dashes and refuse to eat at a new restaurant because the menu is printed in comic sans. But despite the fanatical reputation these outspoken champions of kerning have earned for themselves, they do have excellent reasons to be so passionate about the printed word.

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Tips for Quality Assurance

February 23rd, 2015

SUSAN BOLANDER

I think every advertising agency should put a tip jar in their Quality Assurance department. You don’t think twice about tipping your barista for a cup of coffee, even though they may have misspelled your name.

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Super Bowl ads of 2015. What do you remember?

February 16th, 2015

JIM HARRIS

For those of you who watched this year’s Super Bowl, the most memorable moment was probably when the Seattle Seahawks were at the half-yard line with 25 seconds remaining in the game and were poised to score the game-winning touchdown.

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You Won’t Believe What Happens Next!…Or Will You?

February 9th, 2015

DANNY ERICKSON

It has filled our Facebook news feeds and our Twitter timelines for years. It has captivated us with ambiguity, vagueness, and bewilderment. It has thrived on exaggerations, superlatives and hyperboles. Clickbait is the modern form of yellow journalism that has contributed to a countless number of viral articles, lists, quizzes and videos over the past few years. We’ve all clicked the outrageous headlines for one reason or another, but are companies considering how these headlines – and, more importantly, the content of the corresponding articles – are affecting their brands?

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The Relationship Between Brand Heritage and Lasting Appeal

February 2nd, 2015

Mercedes Cimino
I recently ran across an online ad for Converse Chuck Taylors, which caused me to think about the resurgence of the Converse brand. I remember watching the Boston Celtics as a child in the 70s when the entire team was clad in their Kelly green Converse high-tops. With the emergence of more advanced shoe offerings from Puma, Adidas and Nike, Converse faded from the scene, eventually filing for bankruptcy in 2001. You’d never know it now with the prevalence of Converse-clad celebrities and hipsters. The one-time performance brand has become an iconic fashion brand.
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The Perfect Storm: Tech, Healthcare and Market Research Collide

January 26th, 2015

LUDMILA LACZAK

If you feel overwhelmed with the number of articles or blog posts about transformation in healthcare, you are not alone. Industry analysts seem to be racing with each other to be first with their lists of predictions and “megatrends.” With technology gaining momentum in re-defining the “how” of healthcare delivery, a storm is on our horizon.

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5 Simple Ways to Become a Workplace Rock Star

January 19th, 2015

DAN LYNCH

In my years as a production artist, I have acquired some good habits I think help me to be more productive on a daily basis. I know the Internet is chock-full of blog posts on this matter, but this is more of my own personal take on the subject. I work in a busy ad agency that often assigns job tasks with due dates that may seem impossible at times. When the due dates start bringing pressure, every second counts, and that’s where these tips will come in handy.

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Does it Matter if Your Moderator is From Venus or Mars?

January 12th, 2015

Eric Brall

The fact that selecting the right moderator for a market research campaign is of the utmost importance is nothing new. In fact, some believe that this is one of the most important considerations when designing market research. However, lately I’ve been thinking more about what selecting the “right” moderator really means.

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Pantone’s 2015 Color of the Year: Marsala – The Color of Wine

January 5th, 2015

AELEE LEE

Here’s a toast to Pantone Color Institute’s much anticipated 2015 Color of the Year. Get out that bottle of wine and pour yourself a glass of Marsala, the earthy, robust, wine-red color of 2015! With eagerness for its arrival, it’s time to welcome this new color to any element of design that is embraced.

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Brand Association Through Holiday Cards

December 22nd, 2014

Min Skivington

Well, it’s that time of year again – the time of year when holiday cards fill both our mailboxes and email inboxes. So how can you differentiate your holiday card from another? Beyond that, how can you differentiate your company/brand? Here are three factors to consider when coming up with your company holiday card.

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The Psychology of Better Brand-Building

December 15th, 2014

Frank Schab

The power of brands comes from the fact that they live in the human mind. And that means that brands fall under the domain of psychology. If you want to build better, stronger and more successful brands, you need to learn to apply behavioral principles from the field of psychology.

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So you want to build or revamp a website? Key things you now need to consider before starting.

December 8th, 2014

Heather Harrington

Fired up to build a new website? Here are some important items to keep in mind before you jump into development. Gone are the days of enlisting a web developer to update every single item for you. With a modern CMS (Content Management System), usability and ease of updating are better than ever. WordPress is a great example of a customizable CMS, and not just for blogs anymore. Not only does a developer have the flexibility to direct the design, any regular Joe is capable of updating content through the WordPress interface.

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Content Marketing in Motion: Animation and the Sensory Experience

December 1st, 2014

PATRICK HARRIS

As a digital media designer and animator I may be a little biased, but here goes nothing…

Motion graphics are everywhere. And they are awesome. Odds are that if you don’t live in a cave, you are exposed to a number of them every single day. From online videos to TV commercials, the amount of animated content we see is growing like crazy.

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Bad Meaning Good: Word Evolution and its Issue in Brand-Building

November 24th, 2014

JASON SCOTT

It seems just about every day I read a new headline about “hacking.” And the majority of the time, it’s not about some malicious act by an anonymous person or group seeking to steal credit and debit card information (Target and JPMorgan Chase  ) or sensitive phone and Internet records of unsuspecting Americans (Snowden & NSA). The “hacking” references I see, quite often refer to some socially beneficial activity. Just the opposite of what so many of us have come to think of when we hear the word “hack” or “hacking.”

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A Novel, Psycho-Sensory Approach to Qualitative Discussion Guide Development

November 17th, 2014

ARIELLA LABELL

If you’ve ever led a market research project, you’ve likely encountered this at some point: the kitchen sink dilemma. That’s the term one of my clients years ago affectionately used to refer to a project we worked on together (Jen, you know who you are). It was because as the discussion guide evolved, the team kept adding and adding more questions than we could conceivably fit into a 60-minute discussion.

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