The Moment of Brand Awareness
Barak Kassar
February 23, 2021
Companies often grossly underestimate how hard, expensive and time-consuming it is, to birth their brand in the minds of a critical mass of customers.
BKW
Short takes on astonishingly great (and not so great) marketing communications
Valentine’s Day Database Breakdown
Barak Kassar
February 15, 2021
No I didn’t. And your database knows it.
Horrible Vogue Super Bowl Instagram Post
Barak Kassar
February 8, 2021
I was reading about Cadillac’s Super Bowl ad in Vogue Magazine and made the mistake of clicking Vogue’s Instagram icon.
A Very Human On-Hold Message
Barak Kassar
May 5, 2020
I had to call PG&E, our power company, the other day. Their pre-recorded message began with the usual dry blah blah meaninglessness.
I was barely listening. But then this caught my ear.
The Not-So-Naked Chef
Barak Kassar
February 25, 2020
When you get to the website, it’s like only 20% of what you can see is what you actually came for—Oliver’s yummy recipes.
Subject – Body Disagreement
Barak Kassar
February 25, 2020
It was a good subject line. It made me look. And then …
