Taking on a project with a new client can feel like setting sail in uncharted waters. As we embark, the implementation of a discovery phase provides us with the tools needed to navigate a unique and client-focused creative process. In addition to stakeholder interviews, a competitive analysis is an invaluable tool that provides us with crucial insights that will shape effective strategies and lead to exceptional results.
A SWOT analysis evaluates an organization’s Strengths, Weaknesses, Opportunities, Threats – and it’s not corporate jargon but a treasure trove of information. This process uncovers what keeps your competitors afloat and what could run them aground — what new opportunities competitors are exploring and where they could encounter hazards. When done correctly, the SWOT reveals critical insights that can be used to a client’s advantage, allowing them to capitalize on their competitors’ missteps and turn a competitor’s weaknesses into their strengths and threats into opportunities.
At KingFish, a SWOT typically includes a close inspection of competitor websites to evaluate user experience, content strategy, and SEO practices. Additionally, a social media assessment identifies types of content competitors create and how frequently they share it. We determine how each competitor markets themselves and how they connect with their followers and our research inspires a tailored content strategy.
This iterative process uncovers a client’s differentiators, which are the unique advantages that set an organization apart in the marketplace. These traits distinguish their products and services from key competitors and should be leveraged and amplified in order to appeal to target audiences. Understanding these differentiators will help to better navigate the competitive waters, avoid potential obstacles, and chart a course toward success.
As we dive into the realm of messaging and visual representation, we analyze how competitors position their brand and speak to their audience through voice, tone, and visual design. We use this knowledge to craft a distinctive voice and brand experience, as well as irresistible calls to action (CTA) that make our clients stand out in a sea of competitors.
Whether our client’s goal is to rebrand, launch an ad campaign, increase web traffic, develop an impactful social media presence, or drive overall brand engagement — a competitive analysis is often the first step to uncovering their organization’s unique attributes.
Whether to generate conversations or play off emotions, fuel hunger or create trust, humans are influenced by color. Colors are one of the most important things in the world of marketing and advertising and the significance of strong color palette cannot be overstated. Selecting the right color combo is not merely a design choice; it’s a critical factor in customer retention, brand identity, and can even help or hurt your sales.
But why are color palettes important? They affect perception, mood, brand recognition, and consistency.1 Colors influence consumer behavior in profound ways. For instance, red is often associated with excitement and urgency, making it effective for promotions and calls to action, “Add to Cart”, and “Click Here”. Orange conveys playfulness and warmth, appealing to creativity and friendliness. Think of Nickelodeon as a brand, and their orange logo will make a lot of sense. Yellow is linked to happiness and optimism, think rubber duckies, sunshine, and smiley faces. Yellow also grabs intention, Matt Groening, creator of the Simpsons, says that he made the characters yellow because: “he wanted his cartoon to be eye-catching. When someone is flipping through channels, he wanted the bright yellow color of the Simpsons to catch the eye and make them go back to watch it."2 Green represents freshness, stability, and vitality, making it ideal for brands focused on health, quality, and sustainability such as Whole Foods or Hello Fresh. Blue fosters a sense of calm and trust, therefore it’s a popular choice for financial and healthcare brands such as Blue Cross or Chase. Purple, often associated with luxury and introspection, can inspire luxury and creativity, which is consistent with Cadbury’s branding.
“When SEO company Reboot ran a study on logo recognition, 78% of participants were able to recall the primary color of the logo while only 43% were able to remember the company name.”3 This underscores how essential a consistent color scheme is for building brand identity; the most successful companies are examples of this. Tiffany blue, John Deere green, UPS brown, Home Depot orange, and Barbie pink are all recognizable to the vast majority of the US population, which is essentially free marketing and customer recognition by something as simple as a color. Some companies go as far as to trademark “their color”, to ensure originality and unique brand identity, not to confuse themselves with any other competitor or brand. Your colors should be synonymous with your brand, a big decision we know, but it can get your brand ahead and make you more recognizable, while also helping you stand out from your competitors.
Two brands that commonly stand out in this conversation are Purple and Dunkin’. In a world of neutral marketing for mattresses and sleep companies, Purple’s lavender color and marketing stick out in the best way. Sealey, Simmons, Tempurpedic, Sleeptronic, Casper, Helix, and Mattress Firm are all either blue or red, and Purple knew exactly what they were doing with their branding. They went as far as to make the mattresses themselves purple, adding to their brand recognition in the most genius way possible. This playful color and branding also make them more approachable and humorous. As for Dunkin, they stand out for their iconic color scheme, you can picture the exact shades of pink and orange when someone says Dunkin, they have been so consistent with these colors since 1960.
The impact of color in branding is undeniable; it’s a powerful tool that shapes perceptions and drives consumer behavior. As we’ve seen with brands like Purple and Dunkin’, a well-thought-out color palette not only differentiates a brand but also creates an emotional connection with consumers. It’s more than just aesthetics; it’s about crafting an identity that resonates and sticks. When you choose your colors wisely, you’re not just painting a pretty picture—you’re laying the groundwork for recognition, loyalty, and ultimately, success.
Anyone can create a digital ad, but not every company can take over the side of an entire building.
When they do, it sends a strong signal to consumers: we’re the real deal.
People driving down the highway who see a McDonald’s billboard aren’t going to suddenly cut across four lanes of traffic to buy a quarter pounder with cheese, but the next time they’re hungry, they might consider buying one. (And maybe some nuggets, too.)
We’re strong advocates for billboards for clients with certain campaign objectives.
They help brands stand out in a crowded digital market and offer legitimacy.
Asking “What’s the ROI of a billboard?” is the wrong question.
That’s sales. Let’s talk branding instead.
Branding is...
Making future sales easier
Staying top of mind
Building trust
Gaining awareness (visibility)
Creating an emotional connection
Storytelling
Big-picture thinking
For this, we don’t measure ROI.
Not everything valuable can be quantified, and even measurable data can be inaccurate.
Consider this: people generally buy products and services from companies they know and trust. To become a company that people know and trust, you must first be visible.
Billboards should be considered as an element of a comprehensive multi-channel strategy.
It’s difficult to come across news articles these days that don’t mention Taylor Swift in some record-breaking way. Whether it’s multiple tracks of her album dominating the Billboard 100s, concerts selling out shows – breaking Ticketmaster to the point of policy change and entirely shifting/boosting the American economy – concert movies breaking theater records in an era where the movie theater industry has been struggling to fill seats, or her dating life with football star Travis Kelce revitalizing interest in the NFL for a new demographic, Taylor Swift has become somewhat mythic in the pantheon of American idols. The simple authenticity that permeates her songs about crushes, love, and imagination have remained resonate across ages, and it’s come to the point where Taylor Swift’s presence has developed into an homage to girlhood, to Americana-core, and to the sort of long-standing powerful nostalgia that is difficult to find in an era where trends come and go faster than water.
It's difficult to know what an ordinary individual can learn from this level of superstardom. We as consumers can only marvel as spectators, enjoy her music or her shows, or simply nod passively in acknowledgement at the name if we’ve never really resonated with her material.
But what I think is interesting about the Taylor Swift Effect is that it brings to attention the power that loving a thing can not only have on an individual, but on an entire community.
America is in a period of deconstruction. Deconstruction of once long held American values, of religion, of identity, of politics, of media, of society, and the list goes on. The tentpoles of what used to easily hold our American ideologies together under a neat bow come into question daily as the world undergoes intense changes and diverse challenges. Changes and challenges that are now more visible and accessible than ever with social media and the internet. And while change is not only necessary but inevitable, one disheartening side effect of it becoming such a spectacle is the loss of belief.
The loss of belief is the loss of easily loving a thing for not only what it means to you but what it means to a collective. It’s the loss of being in awe of a symbol, and for being in awe in general. It’s a moving experience that can reorient a person in the direction of purpose and motivation and joy. But it’s also a simple experience, unencumbered with the complexity and nuance we often ask of our leaders, our teachers, and ourselves especially as media bombards us with a million new views. So, to choose into the experience of simple joys especially in an age where everything is visible, we must find ourselves indulging all the way, incautiously, wholly, and deeply into things that bring us together.
Something important to remember when it comes to the work we do, no matter the industry we’re in, the role we have, the person we are, is to enjoy and pay attention to things that cause this kind of unity and excitement. Even if you don’t listen to her music, it’s hard to ignore her impact. And maybe you don’t even like Taylor Swift, her personality, or her music. Because again, so many others do.
So, to find the Taylor Swift effect in our ordinary lives is to be excited about the shows everyone is watching at the office, to talk about the commercial at the Superbowl everyone remembered, the meme circulating social media, the trend we decided to participate in, the client everyone loved, or even the day at work where everyone was on the same wavelength. To find the Taylor Swift effect is to find anything that collectively revitalized our beliefs in what it means to find lively meaning, together. Even if on a much smaller scale.
When we all do this, we not only revitalize our personal economies, communities, and experiences, but we also allow significance to re-enter the daily grind. Maybe not at Ticketmaster-breaking-box-office-smashing levels. But levels, nonetheless. Deeply personal levels that make you remember what you like about your job, the people in your life, or the little rituals of your day.
When we do this, we allow ourselves to be excited by the value of it all, to celebrate that we don’t only exist in vacuums of lonely existential consciousness but exist among other people whose experiences are just as actual as ours. We allow ourselves to be a fan in the back row of a Taylor Swift concert, screaming about the agony of an unrequited crush at the top of our lungs among a sold-out show of tens of thousands, in total admiration that everyone out there is fully present.
A well-built MarTech stack that works together cohesively, will allow your organization to amplify its marketing efforts and achieve measurable results, while fostering collaboration, drive efficiency, and enhance the customer experience.
Building Your MarTech Stack:
Identify Your Goals: Start the process by identifying your marketing goals and objectives. This will guide your selection of tools and ensure they align with your overall strategy.
Core Tools: Your toolkit should include a customer relationship management (CRM) system, marketing automation platform, content management system (CMS), and analytics tools. These tools will allow you to manage your customer data, automate marketing processes, and measure performance.
Specialized Tools: Your business’ needs might call for specialized technologies. These could include email marketing software, social media management platforms, search engine optimization (SEO) tools, advertising platforms, and more. These critical tools will enhance your stack's capabilities and allow you to target different channels and tactics.
Integration: Ensure that your tools can communicate and share data with one another seamlessly. Integration eliminates data silos, provides a holistic view of your marketing efforts, and enables efficient collaboration across teams.
Scalability and Flexibility: Your MarTech stack should be scalable and adaptable to your evolving needs. As your business grows, you might need to add or replace tools within your stack. Choose tools that offer scalability and flexibility, enabling you to adjust and optimize your stack as required.
By carefully selecting and integrating the right tools, you can unlock new levels of effectiveness and creativity in your marketing efforts.
In the era of digital media and social networking, Gen Z is harnessing their collective creativity and technological prowess to reshape the way we engage with advertising content. The power of YouTube and TikTok has provided a sandbox platform for “the kids”, as I call them, to embrace and remix video advertising songs, creating a vibrant subculture of creative expression and unexpected content, of which advertisers have almost zero control over. The latter can be downright absurd, and sometimes even scary. (More on that later.)
But it’s not just the latest pop or rap song subject to a digital hacksaw, advertisement songs (aka jingles) and videos are transformed into something entirely new and unexpected. This process provides a sense of empowerment to the consumer. By engaging with advertising content in this way, they actively participate in shaping popular culture rather than passively consuming it. These creations have the potential to go viral, reaching millions of viewers worldwide. This virality creates a ripple effect, sparking conversations, trends, and cultural references that become a part of popular culture.
But first, a brief history:
The origin of advertising jingles can be traced back to the 1850s when businesses started using catchy tunes to promote their products. The 1920s to 1950s marked the golden age of advertising jingles with the rise of commercial radio. As television became popular in the 1950s and '60s, jingles found a new medium to reach a larger audience. Companies like Coca-Cola, Oscar Mayer, and McDonald's are among those that used jingles to create lasting brand awareness. Catchy little tunes became an integral part of commercials, embedding brand messages into the minds of viewers on a national scale.
After a slight decline on the late 90s / early 2000s, jingles are back in a big way. In the digital age, jingles have found a new life through online platforms and social media. Short, catchy sounds are used in digital campaigns (sometimes just a few seconds), and brands intentionally create viral shorts (or try desperately) to gain widespread attention.
Which bring us to power tools, and a cat.
Created way back in 2021 (an eternity for web culture), the Cat Vibing to the Home Depot Theme Song is an origin story of sorts, to an unexpected new genre. (The vibing cat itself originated in yet another video but I digress…)
It has all the critical elements of a smash viral hit:
A cat (Cats in internet memes are a tale as old as time.)
A cheesy corporate jingle
Comedy
The video itself is hilarious. The cat’s head bobbing to the beat juxtaposed with images of construction workers and power tools makes me laugh every time, and yes, I have watched it many times over. It’s absurd.
It’s popularity among Gen Z is something a corporate marketing campaign could never achieve intentionally. (Go ahead and try Home Depot, prove me wrong!)
First of all, the video is uploaded with a straight-to-the-point tagline of “F*ck Lowes. All my homies use Home Depot.” If I was the VP of Marketing at Home Depot, I would have that quote framed and hanging in my office. I might even pitch it as the new official tagline and get fired.
But in all seriousness, here’s the magic within. Comments for this creation include:
“Not going to lie, the Home Depot song is actually pretty good.”
“Why did it take me 21 years of living before realizing this song SLAPS”
And THIS gem:
“I want this to be an official ad on tv.”
Can you imagine this running as an actual ad? It would be amazing. But you can’t. The UGC aspect is the key to success.
But not to worry Home Depot, as of today the video has amassed well over 4M views. (The average video on the Home Depot official YouTube channel has about 10k views.) Clearly this is resonating.
Does Home Depot have a clue? Do they know this even exists? That nugget of information is not known to me, but it’s still here at 2 years after upload, and that is the right course of action. Leave it alone. Don’t stop the fun. The last thing you want as a brand is a negative reaction viral sensation.
The trend of remixing video advertising songs and videos is revolutionizing the advertising industry itself. Smart brands recognize the value of engaging with young audiences through this user-generated content. Some brands actively encourage users to create their own remixes and share them online, further blurring the lines between traditional advertising and user-driven content.
A Purple Monster is on a Murderous Rampage
An example of a massively viral campaign gone completely off the rails is the McDonald’s celebration of the goofy purple-blob mascot Grimace and the return of the limited-time offer, purple “Grimace Shake”.
Photo: McDonald's
In the "Grimace Shake" TikTok trend, users have created mini horror movies mocking the effects of drinking the mysterious concoction.
That’s right.
Horror movies.
I can just imagine the boardroom meeting at McDonald’s.
“What’s the status report?”
“Good news boss! Our Grimace Shake is going viral on TikTok!”
“That’s amazing. Tell me more.”
“Well, what’s trending is… kids drink the shake!”
“Terrrific.”
“And then… well, this is awkward.”
“Yes, go ahead. Out with it.”
“After they drink the shake, they… ummmm… convulse and die.”
“WHAAAAAAAT?” *Boss spits coffee all over shiny conference room desk*
END SCENE.
So, what is really going on here? Thousands of examples on the social media platform show users in a creepy scene after trying out the mysterious beverage (which is meant to celebrate Grimace’s birthday). Shortly after taking a sip of the special shake, the video cuts to the creators mimicking horror movie-style death scenes. The purple liquid can be found dribbling out of their mouths, splattered like blood all over the floor, and even oozing from their nostrils. It’s all very nasty.
I can't imagine McDonald's could have ever pictured the Grimace shake going viral quite like this.
@ruiz_alv04 via TikTok / @McDonalds via Twitter
It would have been very understandable for McDonald’s to try to put a stop to this trend immediately. Videos of customers literally going crazy and dying from consuming your product? A nightmare!
Or is it?
As a brand, what would you do?
McDonald’s did the right thing.
How?
They sat back and watched.
With a wink and nod from Grimace himself, McDonald’s gave a sly seal of approval essentially saying, “We get it. We’re not going to interfere with this. Go forth and create you crazy rascals! Oh, and btw, please keep eating at McDonald’s!”
Full disclosure - my young son, who typically does not eat at McDonald’s, bought the shake (along with a giant burger meal) immediately when this was all happening.
McDonald’s understood that Gen Z has a particularly wacky sense of humor, and this trend was high praise. Taking an innocent mascot like Grimace and mixing it with a Stranger Things vibe is just… so Gen Z. It’s weird. It’s retro. It’s parody. And even though it’s dark and creepy, it’s playful. It’s the ultimate mashup.
The trend absolutely blew up online with videos containing the hashtag #grimaceshake amassing over 3 billion views.
That’s BILLION.
With a B.
McDonald’s provided the tools - A stylized online campaign featuring a nostalgic retro character, and a weird purple shake. The creative audience provided the content. It’s very hard to intentionally plan something like this. Can you imagine a meeting where a marketing agency pitched this very idea, and promised McDonalds a billion engagements? You’d get kicked out of the room. Even when brands pay big bucks to influencers, the content often seems forced, fake. Gen Z in has a keen bs meter. When marketing content blows up organically and is a genuine positive experience, it’s the best-case scenario a brand can ever dream of.
As an “old man” Gen X’er myself, I hate to admit it but, through their imaginative reinterpretations, Gen Z has not only contributed to popular culture but also transformed the advertising industry itself. As this trend continues to evolve, it presents exciting opportunities for brands to connect with their target audience in new and authentic ways, harnessing the power of user-generated content. But as you can see, proceed with caution.
The “kids today” are indeed leading a revolution, where the remix becomes an art form and advertising becomes a source of inspiration and creative collaboration.
Now please excuse me, I gotta go... I’m suddenly in the mood for McDonald’s.
Something unique about working for a marketing agency is that all forms of creativity must be tethered to an objective. Here, art isn’t just expression – it’s precise strategy.
As an artist, at the very least your baseline knowledge of design, color, typography, composition, geometry, white space, aesthetics, trending styles, etc. needs to be top of class. That knowledge is why you’re getting hired. However, good design is only the foundation. You are more than just an artist. You are a marketer, a thinker, a strategist.
Aside from aesthetics, here are a few principles I employ when designing a brand:
Be Memorable
Solid brand identity achieves recognizability at “first glance.” Many times, brands have limited time, real estate, and budgets to pull off making a name for themselves. Every second counts. This means designs must combine elegant simplicity with complex messaging into a single punchy product. From colors, to the form, to resonating visual themes, designs must stand out. And stand out well.
Think Like a Consumer
As an artist it may be natural to think about designs from a solely aesthetic perspective. But designers also need to think about how a consumer may be interacting, interpreting, or remembering these designs. Consumers don’t always have an artistic eye. So, if your design is too abstract without being clear in its messaging, or is hard to read, or doesn’t resonate with the target audience, the designer may need to rethink “how can I help my audience appreciate what they’re seeing?” It may mean adjusting, simplifying, or clarifying your vision.
Achieve Multiple Goals
Good design should be able to juggle multiple things at once with precision. Is your brand identity elegant? Representing the industry well? Standing out against the industry well? Achieving the tone and goals of the client? Easy for other designers to utilize? Good design balances all without blinking an eye.
Designing a brand isn’t only about creativity. It’s about understanding some of the most abstract parts of the human experience and then turning them into concrete products. Good designs are beautiful. But the best designs achieve goals.
Businesses of all sizes can find the perfect fit in a small agency partner. Whether you’re a small to mid-sized business that needs a website redesign or a large business with a specialty project your AOR isn’t the right fit for, a small agency deserves the chance to compete for the work.
Here are three reasons you should add a small agency to your agency short list:
We are lean (for real)
Have you ever been in a meeting with an agency, and there is one (or more)person staring into their laptops or phones— not saying a word? Here is a fun game: think about how much you are paying for that person to work on something that is not your business. It is a bummer.
At King Fish, we are all thinkers, doers, and collaborators and contribute significantly to our projects. If we are at the table, we bring value. We do not do hierarchy.We accomplish more with less. That means your budget, time, energy, and resources go much, much further with us than with an agency with a deep roster.
Our network is your competitive advantage
Small agencies might have a handful of full-time employees, but they can tap into a wide network of talented contractors and experienced subject matter experts to build a customized project team for each client when needed. Big agencies staff excellent creative talent, but they often lack the subject matter expertise that is critical for marketing to B2B consumers or doing the deep-thinking work required of regulatory clients in the finance, healthcare, and technology industries.
At KingFish, we utilize our network to staff projects with the copywriters, user experience designers, and developers most qualified to deliver the best possible work for you. They are masters of their skill and understand (and often live) your business. It is a winning combination.
We are in it for the work, not the perks
Big agencies can have their big-city surroundings, kegs, pool tables, video games, snack drawers, and open bar black-tie holiday parties. Sure, we enjoy our deck beers and concert outings — but what encourages us to come to work every morning is the impact we have on our clients’ businesses. That’s the true reward, and it shines through in how we collaborate with each other and our clients. You’ll feel the difference.
Speaking of the work, check out our case studies for a look inside some of our favorite projects and keep us in mind the next time you are in the market for an agency.
Marketing is one of the most cluttered industries in the working world. There are thousands of companies calling on agencies every day to help sell their products and services through effective deliverables and measurable results. Over the years, KingFish has carefully crafted a five-step approach that yield just that:
1. Discover
2. Strategize
3. Create
4. Launch
5. Measure
One core element to the KingFish process is the first, also known as the discovery phase. It’s the foundation of our entire approach and is the point we uncover the insights that drive a company, its mission, and its marketing objectives. Along the way, this exchange often identifies holes a client did not know they had in their business and marketing strategies.
Passion drives inspiration
When you ask someone what they love about their role, their eyes light up inevitably. There is a reason behind why people do what they do, and we see this passion come alive during the discovery phase. We see this excitement from our clients during our early conversations that shape the concepts and content that will be created throughout their campaign. Our clients’ passion sparks our inspiration.
Knowledge fuels creativity
When we speak with clients, we want to know what makes them tick. What colors motivate them? What words would they use to describe their employees? Our creativity is fueled by each nuance of their business.
There’s strength in diverse perspectives
A client’s perspective and knowledge of their company runs deep. When paired with our marketing expertise and unique insights — we can shine a new light on workable solutions to each marketing challenge.
What is the bottom line? When you take the time to understand the passion that drives individuals and businesses, your purpose, and direction becomes that much clearer.
King Fish launched in 2001. Intentionally, the goal was to stay small and manageable – for the sake of clients and employees. After 16 years, it’s clear we were correct to build a marketing agency that met the criteria we set for ourselves. From within, our team believes there are key advantages to working at firms of our size. Here’s why.
Photo: McDonald's
@ruiz_alv04 via TikTok / @McDonalds via Twitter
