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StraightTalk #3 Recap: Content & Culture

April 4, 2018 — Krisana Jaritsat

When you look around the current media landscape, to says its “changed” would be an understatement. Over the past few years, there has been an explosion of new media platforms, content producers and content platforms all buttressed by technology. The sheer volume of content being produced by content creators (and who we deem as content creators) is hard to fathom and even harder to decipher in terms of its value, integrity and contribution to society. What we do know is there is an appetite for content from audiences. And no one party is more equipped to satiate those appetites than brands.

At CBX, we exist in the world of brands- how to make, shape and market them. As content becomes a more powerful and integral force in people’s lives, populating their conversations and day-today behavior, brands have an opportunity to insert themselves into those activities. But they need to do so carefully as audiences today are more discerning and apt to call BS should anything appear disingenuous or inauthentic.

At our third #StraightTalk event, where we invite thought leaders and experts we admire from their respective fields to banter and dissect a topic together, we recently welcomed two guests: Evan […]

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Q&A with Bryan Tucker, Editor in Chief of The Kicker & Co-Head Writer of Saturday Night Live

April 2, 2018 — Krisana Jaritsat

At our third #StraightTalk event, we welcomed Evan Minskoff, Head of Marketing at Tumblr and Bryan Tucker, Co-Founder of  The Kicker and Head Writer at Saturday Night Live to discuss content and culture with CBX’s CMO, Dustin Longstreth. Before we kicked off the evening, we grabbed each of them for a quick-fire “Q&A With,” which we’ll be publishing separately.

First up is Bryan Tucker, whose background reads like comedy gold: stand-up comedian and sketch actor, comedy writer for TV sketch shows including The Chris Rick Show and Chapelle’s Show. He is a nine-time Emmy nominee and the recipient of a Peabody Award and three Writers Guild Awards. Currently, when he’s not writing skits for Saturday Night Live, he is Editor in Chief of the sports comedy content website, The Kicker. In short, the guy knows content.

With Bryan, we were keen to get his unique point of view on the power and value of content in today’s information-rich and digitally-perpetuated landscape. Having created content for a variety of mediums for both a massive brand such as Saturday Night Live and a more nascent brand such as The Kicker, what was his take on how audiences interacted with brands nowadays? And more importantly, […]

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Our Thoughts on Expo West 2018

March 15, 2018 — Damien Moore-Evans

Last week, we sent a crew of five to Natural Products Expo West,  one of the leading trade shows in the natural, organic and health product industry where over 80,000 industry professionals gather each year. Our team was there to mingle with a few of our clients (hi Hain, Mission, General Mills and Hormel) and see what’s new and trending in the natural space. Here are some thoughts from Damien Moore-Evans, our Engagement Director and Vannett Li, Strategist


This year, more than years past, we’re seeing brands make a more concerted effort to be culturally relevant, and a greater emphasis on activations that connect with audiences in  immersive experiences that reinforce the brand’s promise. 

While Expo West obviously showcases those in the natural and organic worlds, the breadth of brands/products and the differentiation of ingredients and benefits they’re touting only emphasizes the growing nature of this category.

Collagen was an ingredient many brands highlighted which we found interesting as it is typically associated with beauty regimes; however, as we know the beauty sector only continues to soar, it makes all the more sense that collagen-infused products would find its ways to the supermarket aisle. And what to make of the rise […]

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How Culture Drives Brands

February 20, 2018 — Christina Papale

A few weeks ago, it was announced that the Cleveland Indians would put an all-stop to using the Chief Wahoo logo on their uniforms by 2019. The cartoon-like logo depicting a Native American was first introduced in 1948 but over the years, the team name and symbol have been called out as insensitive and racist to Native Americans resulting in many a debate and protest. In fact, pressure to remove Cleveland Indian brand symbology has been ongoing for the past 50 years. So why the change today?

In our highly connected and attuned society, it is more important than ever that a brand be keyed-in and connected to the fast moving cultural barometer at-large.

Culture inherently moves like an ocean, its forces and waves breaking as “a storm to the norm.” Think watershed or counter-culture movements.That’s why all brands, regardless of industry, should be paying attention to cultural conversations; and if brands are smart, they will be leading changes for good vs. reacting. When a brand doesn’t keep up with culture, it runs the risk of the worst brand offense: irrelevancy. We’ve seen our culture break many brands that were too slow to evolve. We’ve also seen culture reward […]

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Design Packaging: Emerging Visual Codes (Part 3 of 3)

February 9, 2018 — Krisana Jaritsat

In Part 3 of our 3-Parter blog series examining packaging design, Vannett Li and Krisana Jaritsat look at emerging design cues brands are exploring as they try to stand out on both a literal and digital shelf.


Packaging’s role on shelf is to attract, engage, and sell. When brick and mortar was the de facto shopping destination for consumers, standing out on  sometimes, a literal shelf in a supermarket or grocery store was one of the primary goals of how brands approached traditional packaging.  Category cliches and functional claims were prioritized over the brand resulting in a sea of uniformity and neon violators shouting “NEW”, “ORGANIC”, “IMPROVED”. Physical constraints of the shelf discouraged innovative structures. An overwhelming amount of brands assaulting the consumer from every angle prevented marketers from launching bold and daring designs in fear that the consumer won’t be able to reliably find their brand. Shopping in store was purely transactional.

However, as shopping migrated online and e-commerce exploding, new considerations had to be made by brands. Design decisions had to reflect and address such issues such as whether your goods were sold on websites like Amazon versus DTC on your own website or how your brands would spread via social […]

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Design Packaging: Brand as Representation (Part 2 of 3)

February 7, 2018 — Krisana Jaritsat

In Part 2 of our 3-Parter blog series examining packaging design, Krisana Jaritsat discusses how thoughtful packaging can serve as a bigger marketing and media experience for consumers.


Back in early 2016, when Evan Spiegel, the co-founder and CEO of Snapchat (or more accurately, Snap, Inc) was asked to describe his Gen Z and Millennial favored social media platform, he stated “it was a camera company.” According to a Piper Jaffray Report in 2016, Spiegel’s “camera company” was named the most important social network by teenagers. Not the company whose mission was to help connect the world (that would be Facebook) nor the company cited years ago as an entertainment platform by its founders (that would be Instagram). No, the most important tool in a teenager’s arsenal was one that helped document and share their lives in ephemeral images (alongside a dancing hot dog) via their phone or a pair of circular $130 sunglasses.

Now certainly, what a difference the past two years make. Once a darling of the tech world, the common conversation around Snap these days ranges from whether their IPO was overvalued, can the company innovate fast enough to compete with competitors or the increasing decline of their DAU’s amongst […]

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Design Packaging: Package Functionality in the Digital Age (Part 1 of 3)

February 5, 2018 — Krisana Jaritsat

In Part 1 of our 3-Parter blog series examining packaging design, Sarah Mitty explores the necessary evolution of packaging design in order to survive  our digital-driven times. 


It is no secret online shopping creates an entirely new purchasing journey for the consumer. What was previously a physical experience of interacting with products has now become virtual as well. Nowadays, thumbnail icons are the new shelf-presence and 3-D zoom is the equivalent to picking up a product and holding it in your hands. Now, packaging not only needs to work on shelf—but also in the digital realm.

While the online shopping revolution may make some nostalgic for the days of brick and mortar, online purchasing allows for exciting new opportunities in packaging functionality.

From Shopability to Usability

In-store Functionality

When considering in-store shopping as the primary avenue for consumer interaction, the function of package design is to attract attention on shelf and enhance the experience of in-person interaction. The purpose of packaging for in store is not only to create a visual experience but a tactile one as well.  

Product packaging needs to physically work in a store context. This means that a shape-shifting bag of cereal requires an […]

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The Golden Age of Packaging

February 1, 2018 — Dustin Longstreth

In a new three-part series, we explore the many facets of design packaging. What is its significance in the digital age? How has it changed from previous generations and what does it mean to younger generations today? And ultimately, why should brands care about any of this? Our Chief Marketing & Strategy Officer, Dustin Longstreth introduces the series with his thoughts: 


Is Your Brand Ready for the Golden Age of Packaging? 

Disruption. It is perhaps both the most overused and most accurate word to describe the nature of what is occurring in almost every walk of life these days. Long held standards, rules of thumb and laws of nature are being replaced, seemingly overnight, by the new, the innovative, the revolutionary.

While we are undeniably inundated with new, there is nothing new about creative destruction. Technological advances do and will continue to destroy businesses, and even industries, but in doing so they open up far more opportunities for those willing to think creatively and redirect their efforts.

The recent shifts in the entertainment industry provide us with a great example. For decades, the two hour major theatrical release dominated. The feature film industry attracted the best talent, received the […]

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Q&A with Erin Loos Cutraro, Founder & CEO of She Should Run

January 19, 2018 — Krisana Jaritsat

At CBX, we are rigorous in our pursuit of being at the forefont of conversations in popular culture; our aim is to ensure our work is informed by and consequently, able to contribute to it. The topic of women in higher office in business and politics has been of particular interest when we began working with She Should Run, a non-partisan organization encouraging and equipping women with the community and tools to consider running for public office. On the eve of the Women’s March, in this edition of our “Q&A with…” series, we speak with Erin Loos Cutraro, the CEO and Co-Founder of She Should Run on the importance of creating a brand that resonate in today’s communications-sensitive climate.


1. Tell us what makes She Should Run unique?

Erin: Throughout the nearly decade of She Should Run’s work, we have been dedicated to encouraging women from all political parties, all geographies and all demographics to run for office. We firmly believe in the saying “you can’t be it if you don’t see it” so, for our sisters, mothers, and daughters, we are dedicated to getting more women to run for office – period.

Women […]

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A New Look & Taste for Diet Coke

January 18, 2018 — Krisana Jaritsat

Last week, Diet Coke introduced four new flavors into the family of America’s largest low-calorie soft drink: Ginger Lime, Feisty Cherry, Zesty Blood Orange and Twisted Mango. Along with the robust new flavor offering came a sleek new look- a slimmer can, a focus on the iconic silver color and a more refined take on the font design. This is a big move from the brand, having originally introduced the “diet” version of its beloved drink originally back in 1982, which unlike its main competitor, Pepsi, wasn’t a modified version of the original but an entirely different formula altogether (its biggest differentiator was its use of the artificial sweeter, aspartame) Alongside its taste, its look and feel, while reminiscent of the original Coke, was distinct and over the years, hasn’t significantly changed even when offering new flavors such as Diet Cherry Coke or Diet Vanilla Coke. In summary, not much has been done to the brand…until now.

The cultural climate and sentiments towards health, wellness, diets and food and beverages in 2018 is one significantly different than that of the 1980’s. As it’s oft-repeated, we know now that consumers of today- especially younger demographics- are much more conscious and discerning […]

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