Author Archives: Fred Moore

Want Brand Authenticity? Remember – Everything Matters.

Posted on May 16, 2012 by Fred Moore

I recall my seventh grade football year. I wanted to portray an image of this emerging athlete named Fred Moore.  Namely, when people saw my seventh grade Baylor School football photo, I wanted them to think, “this is one tough … Continue reading →

Posted in Uncategorized | 1 Comment

The After Years of the Mad Men Days

Posted on May 10, 2012 by Fred Moore

Now, come on readers, I am not that old. I was just a mere babe when Don Draper, Roger, Peggy and Pete were doing their thing at Sterling Cooper Draper Pryce.  (On a side note, why is the account guy … Continue reading →

Posted in Uncategorized | 2 Comments

Investing Heavily in “Nickel and Dime” Appearances

Posted on April 24, 2012 by Fred Moore

Last week, my buddy and co-Virginia Council of CEO member, Elissa, sent an e-mail to all ten members of  our roundtable with a video attached.  Elissa noted in her e-mail that she especially wanted me to check out this comedic … Continue reading →

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Opening Day of My Long Advertising Season

Posted on April 11, 2012 by Fred Moore

It’s that time of year. Opening day – baseball.  Love it. Those who know me know that I am an original Atlanta Braves fan dating back to their inaugural season in the South – 1966. And, believe it or not, … Continue reading →

Posted in Personal Stories, Sports | 13 Comments

Tabasco – As Authentic of a Brand as You Can Get

Posted on April 3, 2012 by Fred Moore

Isn’t it strange?  You can just feel when a brand is truly authentic. Take Tabasco. I have always felt Tabasco was just one of those truly genuine brands down to its core. Now, I know it is. My wife Beth and … Continue reading →

Posted in Authenticity, Branding, Personal Stories | 1 Comment

DIRECTV Campaign – So Good it Keeps You Wanting More

Posted on March 27, 2012 by Fred Moore

Love that DIRECTV television campaign.  Classic final lines… “Don’t wake up in a roadside ditch,” and… “Don’t have a grandson with a dog collar,” and…. “Don’t reenact scenes from Platoon with Charlie Sheen.” Hilarious. I just can’t get enough of … Continue reading →

Posted in Branding, Gets It | 2 Comments

Goldman Sach’s Breaks the First Rule of Branding…and Gets Caught

Posted on March 20, 2012 by Fred Moore

I thought the people at Goldman Sachs were supposed to be really smart. Yet, they have just been publicly ‘outed’ by breaking one of my principal rules of successful branding. And, boy, they are paying a hefty price. Successful branding … Continue reading →

Posted in Authenticity, Branding, Employees | Leave a comment

MoonPie Mike Makes His Debut

Posted on March 13, 2012 by Fred Moore

Well, one of my professional dreams has come true.  Big River is going to take the reigns of MoonPie’s social media efforts. Cowabunga.  Now I know my mother on Lookout Mountain has to be proud of her youngest son. My … Continue reading →

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Posted in Agency, Clients | 5 Comments

Like Chocolate to Peanut Butter, Finding the Perfect Balance between Brand and Culture

Posted on March 1, 2012 by Fred Moore

You remember those classic Reese’s Peanut Butter commercials?  ”Hey, you got peanut butter in my chocolate.”  ”No, you got chocolate in my peanut butter.” This tug of war between chocolate and peanut butter continues in Reese’s highly effective advertising.  And … Continue reading →

Posted in Authenticity, Branding, Clients, Marketing | 3 Comments

Singing Teens. Square Dad. Priceless.

Posted on February 14, 2012 by Fred Moore

Remember the classic MasterCard “Priceless Moments” campaign?  What an awesome and powerful advertising campaign that has been celebrating those truly special, everyday moments and possibilities since 1997. Many of the executions of that iconic campaign still live in our minds and … Continue reading →

Posted in Authenticity, Personal Stories | 2 Comments