Getting different perspectives is one of the coolest things about working with the folks at Reuben Rink. Everybody brings their own ideas and tastes to the table (albeit virtually, at the moment). Sure, it makes it tricky to agree on what to fill the growler with at City Beverage, but it makes the work interesting and better.

Getting your brand noticed is all about breaking through the clutter to arrive at messaging and positioning that is unique, memorable, and compelling. During the current pandemic, there are many brands – large and small – who have lost sight of this at a critical time. You may have noticed that so many ads look and sound remarkably the same right now. In fact, it’s difficult to tell them apart. If you’re not quite sure what I’m referring to, all you need to do is check out this video mashup, care of YouTube’s Microsoft Sam.

The current disruption in all our daily routines reminded me of a TED Radio Hour episode released almost a year ago. I caught a rebroadcast of it in late February and it turned out to be quite timely. The episode is called “Jumpstarting Creativity” – and the whole episode is worth a listen – but the first segment is what got my attention as especially relevant to our current stay-at-home situation.