David Morin's Page

Part of "Client Week series" on Freelance Switch Magazine, Kristen Fischer advises clients on how they can save money when hiring the services of a freelancer. The 5 key-points she mentions are not only meant to save money from the client's part but will also be much appreciated from the designer part as well.

Of course, hiring the services of a competent freelancer can be pricy as their fees will not only cover their costs of self-employment, but will also often reflect their level of expertis… Continue

This is an article I wish to share with you. It's from an excellent post from Advertising Age by Freddie Laker, director of digital strategy at Sapient about the future of advertising, and why some brands such as Nike, Dove and MasterCard are light years a head.

"Every once and a while I will engage in a conversation with someone -- whether in the office, on the road, at Cannes, at the local eatery, you name it -- and they will say something that inspires a barrage of new thoughts. In each inst… Continue

Going through some reading this morning, I came across a story, on the blog of business nerd Jeff Gardner, that I heard long time ago while I was studying branding and its fundamentals; perceived value. This story as simple as it is, is probably to branding what "Who Moved My Cheese?" is to adapting to change.

I once heard about a wedding photographer (who charged average prices) that wanted to work less. So, she figured that if she just began raising her prices there would simply be less in… Continue

This morning, I can’t keep myself from smiling and finally give an honest two thumbs up to GM as they finally had the courage to look at their issue from a global stand point, and finally reposition of their brands.

They have a lot on their plate, as this is probably their most ambitious enterprise in years. However, as Larry Light, author of "Six Rules for Brand Revitalization" and global CMO of McDonald's from 2002 to 2005 said: "McDonald's Did It, and You Can Too".

This morning in an articl… Continue

In a recent post on AdvertisingAge, Larry Light, author of "Six Rules for Brand Revitalization: Learn How Companies Like McDonald's Can Re-Energize Their Brands" and global CMO of McDonald's from 2002 to 2005, teaches us about how McDonald was able to revitalize their brand following 6 simple rules. His catchy phrase confirms what I've been preaching for the past few years; small and mid-sized players have a tremendous advantage in size over bigger entities by their ability to reposition themsel… Continue