The Lipton Millionaire

Not every project you’re asked to produce will be as sexy as a 60-second spot or an interactive microsite. You’ll work on table tents, tray liners, 40k online banners that can’t handle animation, annual reports and brand standards guidelines. It happens at even the best agencies. In fact, it happens especially at the best agencies. Because clients know they can turn more work over to teams that can turn something mundane into something remarkable.

Most of us couldn’t imagine putting a brand guidelines project in our portfolios. But if I had this idea and this case study, it would be one of the first things I’d show off in my book.

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2 thoughts on “The Lipton Millionaire

  1. Sorry to hear that “brand guidelines” are lumped in with table tents. But to be expected from an “advertising agency” who sees branding as something to give to the D-team. Brand guidelines should be created by experts who are thrilled at the opportunity to ensure consistency across channels, audiences, and regions, and create the foundation for all customer engagement. That's why brand guidelines should be done by branding companies. Like you wouldn't go to housepainter to have your blueprints done for a home.


  2. I think the very point of Greg's post was not to short brand guidelines, but rather that everything can be turned into something remarkable if given the right amount of thought and care. So whether that's done at an ad agency or by a “branding company,” everything should be considered an opportunity.


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