dp_pov Archives - DP Knudten / speaker • collaborator • creative

The birth of a brand: Workman’s Relief.

By DavidOct 02, 2020

It's not every day that you get to midwife a brand foundation that leads to the development of a logo worth inking on your body, but that's exactly what I've been able to do with the visionary team at Driftless Extracts. Starting from scratch, but with a crystal-clear concept, we worked to define the ‘completely true’ NonFiction Brand™ for a new line of hemp-based products. How’d we do it? Here’s an article I wrote in answer…

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Locked down? Level up.

By DavidMay 19, 2020

Like everyone else on the face of this earth (and a few preppers in their subterranean bunkers) I’ve been on lockdown for, what, 900 years. As a long-time ‘from home’ worker and natural introvert, it’s not that big a deal for me. The annoying part? My thankfully healthy family being home is messing with my routine. And that’s my biggest tip for anyone stuck working from home: create, and keep, a disciplined daily routine. But…

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So, what _________ do you use?

By DavidMar 25, 2020

Here‘s a quick answer for a FAQ. As I've done more and more live-streaming videos via Facebook Live, YouTube Live and Twitch, I've begun to get the same question over an over again—but with a single word changed depending on the questioners primary interest. It goes something like this: Hey DP, I love the way you‘re videos look. What (camera, lens, lighting, microphone, live-streaming app, etc.) do you use? That‘s a really good question, and…

BOOKWARD BOUND, dp_pov

Head, Hybrid or Hands?

By DavidNov 27, 2019

A couple of days ago, a colleague emailed me a question that got me thinking. She's faced with creating an effective, efficient creative team, and was looking for any resources be: industry best practices, proven frameworks, or ‘this is how you do it’ recipes. I‘ve been thinking about such things for quite a while, so I had a lot to say—so I started typing. Here‘s what I sent her: "That’s a great question, but I’m…

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Showing, not Telling / Holiday Edition

By DavidNov 16, 2019

Yes, Virgil, there is a Santa Claus. You can call her 'Mama.' Meeting and getting to know Geriann Wiesbrook at Social Media Marketing World 2019 was a treat—assuming you like spice. Within, I don’t know, 3.5 seconds the woman was up in my grill regarding my feeble attempts at creating and growing an active Facebook Group. Hate to say it, but she was right—and given her track record with her near 16K-member Military Mama Network…

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8.31.2018 Tell Your BIG Story Small / Madison NonProfit Day

By DavidAug 31, 2018

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8.15.2018 Demonstrating Spark Camera

By DavidAug 15, 2018

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The BTUs of BTS*.

By DavidFeb 18, 2018

BTUs (British Thermal Units) are a measure of heat output. BTS stands for 'behind the scenes,' a style of social media post that pulls back the curtain on who you are and the way you do things. Put them together, and you've got a compelling case for adding such personal-brand-boosting content to your social media strategy. Here's just one example that was blowing up my social feeds this past week: Talk about bringing the…

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What’s your favorite SupBowl commercial? WHO CARES.

By DavidFeb 05, 2018

It's Monday, post-game 'Big Game' 2018. Every social media channel is packed with opinions about who won marketing's version of the game. And frankly, I don't care. One person's hilarious is another's blah blah. But there was something that grabbed my attention about one of the commercials shown during the game—and it wasn't the commercial shown during the game. It was the massive strategy behind it. I'll wait while you check out this story by…

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Judging a Podcast by its Cover.

By DavidNov 01, 2017

ROTOMA the book is out, and needs a playmate. ROTOMA—The ROI of Social Media 'Top of Mind' is out and selling nicely (thank you very much), and we're adding a lot of new members to the Tribe Called ROTOMA almost every day. But laurels are not for sitting on, and both Spencer X. Smith (my co-author) and I are way to antsy to just let things gather dust. So what are a couple of such…

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Killer Cereal.

By DavidSep 24, 2017

This is an excerpt from ROTOMA—The ROI of Social Media 'Top of Mind,' a new book I just co-authored with Spencer X. Smith. ROTOMA is now available at Amazon. The when, why, and how of social is everywhere. Hundreds of Top 5/10/50 lists of ‘Must dos’ to build your social presence. Millions of words (and pictures) telling when to post, where to post, and how to post. But there’s surprisingly little about the most…

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The Real Deal.

By DavidSep 17, 2017

As I have often said (maybe too often?), American Family Insurance's DreamBank is one of the best things going in Madison's business community. This past Tuesday's event with Neal Schaffer was just the latest example of the kind of quality programming that's available to anyone interested—totally free of charge. If you don't know of Neal, you should. Hailing out of southern California, he's a master sensei of social media who serves clients and companies…

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Unselfish Selfies—an excerpt with an extra.

By DavidSep 14, 2017

This is the first in a series of excerpts from ROTOMA—The ROI of Social Media 'Top of Mind,' a brand-new book I just co-authored with Spencer X. Smith. The book is now available at Amazon. The excerpt: Unselfish Selfies. I continue to learn a lot about how to work the levers of social media simply by watching the master at work. Spencer’s the man when it comes to all this stuff, and…

#gettingcre8tive, dp_pov#rotoma

The most powerful words in marketing? Verified Purchase.

By DavidSep 04, 2017

The most powerful words in marketing? It's time to add two more: Verified Purchase. Here's a quick note to talk about something that's happened so slowly you may not have noticed: the rise in the undeniable promotional power of Amazon Verified Reviews. Back in the day, my dad was a rabid Consumer Reports guy. I think I learned my propensity to over-analyze any purchase based on his 'no such thing as over-thinking' model for…

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Run Silent, Run Deep.

By DavidAug 20, 2017

Oh wow. I just looked up the date of my last Getting Cre8tive blog post. It was a full month and two days ago. That lapse violates every single thing I preach about social media. You can't be a 'thought leader' if you aren't consistently sharing your thoughts. But there’s a good reason for this. Not only has it been a heck of an August with a family reunion vacation and the dropping…

#gettingcre8tive, dp_pov

60 minutes in < six.

By DavidJul 17, 2017

Anybody who knows me at all will tell you that I'm a bit of a DreamBank booster. I've posted about this 'best-kept secret' several times, and continue to attend as many of their free presentations as I can. Why? Because they are just so valuable. Covering everything from introductory social media to advanced sales and marketing concepts, American Family's Business Accelerator program, curated by Program Director Chris Rudolph, is packed with great speakers…

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Serve Sushi, not Clickbait.

By DavidJul 13, 2017

In the world of social media, the term ‘clickbait’ has become a go-to descriptor for that is designed to grab your eye, garner your click, and deliver you elsewhere. It’s also got a bit of an aroma associated with it related to it’s propensity to over-promise, and under-deliver. Clickbait can be a headline: Amazing but true! Supermodel uses all-butter diet to make weight melt away! A listicle: What happened to them! 15…

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Step #1: One step.

By DavidJun 28, 2017

You know you're supposed to be social, but... For too many people, even those who know they could reap real benefits by losing their online 'lurker' status, just getting going in social media is the hardest part. With all the channel options, and too little time available in the day, how can you get maximal social lift with a minimal commitment of time and effort? Read on. Start with the basics. For the sake of…

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Ask Simple Questions. Share Smart Answers.

By DavidJun 21, 2017

“I just don’t have that much to say.” That’s a sentence that’s been said by countless people who know they should actively participate on social media, but don’t. For every blogger or tastemaker who loves opining at the drop of a tweet, there’s a vast majority of lurkers who can’t be bothered—or more likely, suffer from “I’m no expert” syndrome (a topic addressed throughout this book). Get over it. If you want to ever…

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Unselfish Selfies.

By DavidJun 09, 2017

I continue to learn a lot about how to work the levers of social media simply by watching the master at work. I’m talking about Spencer X. Smith, and the many techniques and posting styles he uses to fill his feeds. Here’s one of his savviest: Seriously, the dude does not quit—and hasn’t met a name he couldn’t drop. This simple picture says a heck of a lot more than the few…

#gettingcre8tive, dp_pov

Protect your Power Cycle.

By DavidJun 01, 2017

Creativity is such an elusive thing. But if you have to 'be creative' as a fundamental part of your 'every day of the week' job, and you're paying attention to the periods when you're most productive (or completely unproductive), you're sure to have noticed a few things about the way you work. I found this out the hard way very early in my career as an advertising copywriter. Come mid- to late-afternoon, I could…

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The 3Ps: Ping, Promote, or Proffer.

By DavidMay 24, 2017

When thinking about social media, pay special attention to the second word in the phrase; media. The plural form of medium, it lumps every app, website, and service together into one all-encompassing bucket. And for many, that bucket can actually look more like a can of worms; messy, hard to disentangle, and worst case, not worth opening. In reality, it’s not one bucket at all. It can be broken down in any number of…

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You're invited: NonFiction Branding™ at DreamBank.

By DavidMay 20, 2017

I am so excited to be presenting at my favorite Madison sharing site, DreamBank, on Tuesday, July 11, 2017, from 9 to 10:15 a.m. You can register for this FREE presentation at amfam.com/dreambank If you've never been to a DreamBank event, check out my writeup about this amazing MSN resource: https://www.linkedin.com/pulse/getting-creative-earn-free-mbia-dreambank-d-p-knudten RSVP today to reserve your spot. I hope to see you there! - dp

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In praise of parameters.

By DavidMay 17, 2017

For many creative types, if anything is possible, nothing is. A provocative over-statement, perhaps, but it's often true when trying to create work, art, music, poetry, and baked goods. Endless possibility is often creatively debilitating. I mean, where to start? For me, it's parameters, as in "let's tightly define the parameters of this project." Classical poetic forms? Parameters. A cogent Creative Brief? Parameters. A stretched canvas? Parameters. Grandma's rye bread recipe? Parameters. Without parameters, there's…

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Master the ABCs, not APPs.

By DavidMay 10, 2017

It happened again. A once rapidly rising social media platform—the hyper-locally focused, anonymous chat-oriented Yik Yak—bites the dust. A victim of its own fundamentally flawed service model, the once white-hot tech star (with a reported ~$400 million valuation at its peak) burnt out and was snapped up by Square for just $1 million. A sad story that serves up a sobering message. Alas, poor Yik Yak. And Vine, iTunes Ping, Orkut, Xanga, Friendster—you…

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It takes a neigh BRAH! hood.

By DavidMay 04, 2017

I originally posted this in 2013, but given the amount of bad bro behavior going on, I think it's worth an update and a repost. -dp I ran into an HR situation today that was quickly resolved with three simple words: 1. Dude 2. Not 3. Cool When used in combination, they form a phrase of surpassing power, an incantation capable of transmogrifying a raging jackass into a repentant basset hound. …

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Sharing, not shilling.

By DavidApr 24, 2017

A client is finally waking up to the potential of social media. Hallelujah for that. The problem is, they are rock solid certain that the best way to use it (for them) is as a always-on megaphone for their products and services. The online equivalent of dragging their catalog behind an airplane over a baseball game. They don't “get it,” like a health club that creates a smoking station right outside their front door.…

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Know your REAL product.

By DavidApr 12, 2017

NOTE: I originally posted about this a couple of years ago, but a recent altercation client conversation made me revisit and reinforce an argument that needs to be made frequently with inventory-centric, navel-gazing clients. Added some new thoughts, too. - dp My very first Creative Director once said to me one of those supposedly insightful but at the time mildly mystifying marketing sayings: "People don't go out to buy drills. They go out…to…

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The 411 on 'Film Look'

By DavidApr 01, 2017

Just a short post to say @d4darious is fantastic. Every capital 'C' Creative (or anyone who has to deal with them) who isn't a member of the American Society of Cinematographers NEEDS to watch this fast, fun, and really comprehensive dive into what it takes to create great looking 'film look' video with whatever kit you have available. It's also a master class in vlogging from one of my favorite vloggers. Keep…

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People like P zzl s.

By DavidMar 28, 2017

You see it all over the place, every day. Puzzles. Games. Invitations to engage/enrage/enrapture. Pattern recognition: it's fundamental to our very survival and has been hard wired into our brains since some upright hominid figured out that those patterns in the snow meant there was food on the hoof somewhere over that a way. What are these strange things? An invitation to DINNER. People really, really enjoy p z l s. And…

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Play the Opposite

By DavidMar 21, 2017

The best actors do it all the time: Play the Opposite. Let’s say you’re cast to be a psychologically terrifying super villain. The kind of blood chilling monster that’ll keep you up nights after seeing the movie. Someone like this: But someone even worse. The Joker was, after all, telegraphing his malevolence via makeup. This is no slam on Heath Ledger. His portrayal was magnificent. Easily the best comic übermeany…

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Brand is >.

By DavidMar 15, 2017

The thing about a shared language is that we all think we’re speaking about the same thing. And most times we are. Is it raining outside? Easy. How ‘bout dem Packers? A little harder to answer, but we all understand what you mean. But the word ‘brand’ has a myriad of definitions that can lead to minor misunderstandings at best and outright hostility at worst. So what do we actually mean when we bandy the…

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Ephemeral vs. Evergreen

By DavidMar 06, 2017

With Snapchat’s IPO garnering a lot of heat (but not necessarily light) both online and IRL, it’s a good time to step back, breathe deep, and ask one very important question for your brand or business: What’s more important: Ephemeral or Evergreen? The three B’s—Budget, Bandwidth, and Brand Relevance—have long been the primary limiting parameters for any marketing campaign. The challenge has always been to balance all three to achieve the biggest brand…

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A winning recipe for blog casserole.

By DavidFeb 21, 2017

I received an email the other day that really got me thinking. Spencer X. Smith, you may know him as THE go-to guy for social media strategy, asked me about writing really engaging blog posts. To be honest, I had never really thought about such things before. I just wrote them. But the question kept nagging at me. How do I actually do what I do? No good writing follows a formula (possible…

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Show, don't tell.

By DavidFeb 06, 2017

Deconstructing magic: Apple's 'Stroll' TV spot Take a look at this TV spot. It's a great example of 'showing, not telling.' Now let's deconstruct it. But first, why: Arthur C. Clarke's third law stipulates that "Any sufficiently advanced technology is indistinguishable from magic." And he's absolutely right. A maybe TRUE FAMILY STORY about the intersection of tech and magic. My progenitor Sonck Knudten, a Danish ship captain…

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Gamification clarification.

By DavidFeb 05, 2017

I originally wrote this in 2014, but am re-upping it now because it's truer than ever, and too many still aren't getting in the game. At a recent client meeting I did what I often do: use a relatively obscure term that requires a level of 'get-it-ness' that has yet to fully penetrate the popular consciousness. That term is 'gamification.' The easy definition? Take the techniques games use to delight their players, and apply…

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Context before concept

By DavidJan 30, 2017

Like any experienced creative type, I've got an unwritten list of rules that I alternately cleave to or break on a daily basis. One that proves surprisingly resilient is "Always understand the context before wasting time on the concept." I was reminded of this maxim when I saw the maximum impact this creative concept had for the Swedish drug store chain Apotek Hjärtat back in 2014. Apotek Hjärtat - Blowing in…

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Southeastern Guide Dogs • Pawt II

By DavidJan 19, 2017

Southeastern Guide Dogs 'Meet' campaign Meet the 2016-17 campaign for my favorite non-profit. Creative Director/Copy: D.P. Knudten Art Director: Harriet Hritz Agency: C•Suite Communications, Sarasota, Florida

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Southeastern Guide Dogs

By mctootNov 02, 2015

Southeastern Guide Dogs are more than just "dogs." Each starts out as a puppy that's one-part personality, and one-part potential, and 100% heart and hope. Meet Gibson: Meet Jackie: Meet two sweet puppies. Who are the sweetest puppies ever? You are. That's right, you are! Creative Director/Art: Richard Skiermont Creative Director/Copy: D.P. Knudten Agency: C•Suite Communications, Sarasota, Florida

dp_povcopywriter, creative director, portfolio, print, tv

Noir Wars?

By mctootJul 01, 2014

So it's been announced that the director of the new Disney Star Wars film after J.J. Abrams's retool will be Rian Johnson. If you're like me, unable to see anywhere near as many movies as you'd like unless their Netflixed, the name may not ring a bell. But if you truly are like me, I really encourage you to do what I just did: watch Johnson's 2005 big screen debut Brick. Why? Because…

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Have Keynote. Will travel.

By mctootMay 21, 2014

People who know me well know I like to talk. Well, not talk so much as provoke. As in 'say something provocative, then surf the fallout.' I've taken this conversational modus operandi and turned it into four presentations perfect for holiday gift giving—or your next business gathering. Here's a brief look at each one: BRANDTASTROPHE™ / How 'content' has the power to end your career—and what you can do about it. The word 'content'…

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Know your product. Your real product.

By mctootMay 08, 2014

My very first Creative Director (Hi, Brian!) once said to me one of those supposedly insightful but at the time mildly mystifying marketing sayings: "People don't go out to buy drills. They go out…to buy holes." After I mentally flipped him off and mumbled 'Whatevah, old man' (which was awkward as I was older), I began to chew on it. And have been masticating that cud ever since. It's like the saying 'have your cake…

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Be Here Never.

By mctootApr 22, 2014

Ever since I first heard about Google Glass, I've been chewing on what it is that disturbs me so about this brave, new technology. There's something that's not right about it in my mind, but it has nothing to do with my feelings about the company producing it. It's not like I'm unfamiliar with the features and benefits involved. Anyone who's read William Gibson's Mona Lisa Overdrive or Neal Stephenson's Snow Crash can recognize the…

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#thanksscience

By mctootMar 28, 2014

In my Twitter feed today: Here is a wonderful video of a 40-year-old deaf woman hearing for the first time http://t.co/JnoQ8OsVvJ— Mother Jones (@MotherJones) March 28, 2014 Science did this. I like science. Do you? - D.P. Knudten

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Context before Concept.

By mctootFeb 28, 2014

Like any experienced creative type, I've got an unwritten list of rules that I alternately cleave to or break on a daily basis. One that proves surprisingly resilient is "Always understand the context before wasting time on the concept." I was reminded of this maxim when I saw this maximum impact creative for the Swedish drug store chain Apotek: Apotek Hjärtat - Blowing in The Wind from Ourwork on Vimeo. This is just so damn…

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iWhy no iTV?

By mctootFeb 13, 2014

People been harshing on my bro Apple for not living up to their expectations about an Apple TV that's not just a black puck that hooks up to a real TV. And they're claiming Apple's lost its innovative edge. Me, I think they're just doing what they've always tried to do: bake the whole cake before serving. Yes, I know about all the fill in the blank-gates (e.g., Antenna-Gate) and have to admit they are…

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Gamification clarification.

By mctootJan 27, 2014

I had a recent meeting with a client where I did what I too often do: use a relatively obscure term that requires a level of 'get-it-ness' that has yet to penetrate the popular consciousness. That term is 'gamification.' The easy definition? Take the techniques games use to delight their players, and apply them to non-game entities and actions. Need an example? Try this: • Use of color and design to elicit visual interest and…

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Three chords + truth = (part II)

By mctootJan 06, 2014

Just a quick post about a song that's on perma-repeat in my iObsess list. It's stylistically pretty far afield from purebred country (like part I here) but the performer's pedigree in that genre is rock solid. I'm talking about Jennifer Nettles. Of Sugarland. And this: Woh. Jennifer Nettles x 2. Duh-ang. But the song, oh my lawd, what a great tune. The arrangement, the instrumentation, the fact that a guitar hack like me can solo…

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About my Zuckerbirthday.

By DavidJan 01, 2014

All of you kind Facebook folks who wish me a "Happy Birthday" every January 1st need to stop. It's not that I don't appreciate the greeting (which I most certainly do, especially from those I haven't seen in decades) but…it's not actually my birthday. January 1, 1901 is my Zuckerbirthday—the bogus date I selected when I first signed up for Facebook a long, long time ago. Why? Because I'm a natural contrarian who doesn't like…

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