November 21st, 2014

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Show and Tell

by tyler doyle

Let’s translate a few common phrases: “You can trust me” means “Don’t trust me.” “This is going to be fun” means “This will definitely suck.” “We care” means “You are a number to us.” Say these, and you’re sending a …

September 15th, 2014

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The Frozen Pea Problem

by tyler doyle

It goes like this: Have you ever named food? Yes. Have you ever named frozen food? Sure. Have you ever named frozen peas? No… We’re really looking for someone with specific expertise here. A fictional version of a conversation that’s …

August 25th, 2014

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Don’t Call It Anything: House Bills and Hurricanes

by tyler doyle

Even without Katrina and Audrey, hurricanes with female names are twice as deadly as their masculine counterparts, according to a recent study. The theory: potential victims aren’t as threatened by feminine-sounding storms, don’t prepare as diligently, and suffer the consequences. …

August 12th, 2014

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How to Find a URL

by tyler doyle

So you found a name you love. Then you tried to find a URL. You wanted nameyoulove.com, but the person who parked it is MIA. Now you’re banging your head on the keyboard, digging for a random group of letters …

August 1st, 2014

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Don’t Click That: The Clickbait Virus

by tyler doyle

On a bad day, the website Upworthy attracts some 1.5 million unique visitors. Good days see 5 million visits. That’s a hell of a lot of ad revenue without much overhead—the site just writes a bit of copy and hosts …

July 24th, 2014

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Branding is Just Like Life: First Date Edition

by tyler doyle

How would your brand do on a first date? When we say that we build human brands, we aren’t spouting corporo-speak. We imagine brands as people. Even better, we imagine brands as people doing what people do: hanging out at …

July 22nd, 2014

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In Defense of Airbnb’s New Logo

by 100m

Airbnb’s new logo looks like a vagina. Or balls. Or just about any combination of sex organs. When the company announced an identity redesign, most people said, “Hey, genitalia!” A flurry of tweets, clickbait, and listicles ensued. In the first …

July 14th, 2014

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Don’t Call Them Wearables

by Eli Altman

Technology is easy to recognize. One glance at a coffee shop laptop and you know it’s a Macbook Air – doesn’t matter if it has 12 stickers on it. This is generally applauded as good product design. If you can …

July 9th, 2014

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Say Croissant

by tyler doyle

9am. Café. Glass case. A croissant, its buttery, flaky texture a siren call to your empty stomach. A twinge of nostalgia tugs at your heartstrings. Or is that indigestion? “I would like a…” How are you going to say croissant? …

June 19th, 2014

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Don’t Yank My Chain: USMNT Monikers

by tyler doyle

A week ago, chatting about the World Cup group stage, you’d be laughed at for giving the USMNT better odds to advance than Spain. Today, that’s the case: Spain has been mathematically eliminated, while FiveThirtyEight gives the USMNT 68% odds …