Words Musing from the BRINK

Avoiding the Hero Trap: Brands Should Activate, Not Dictate Their Activism

  • Ideas
  • By Joel Foster

We all remember where we were on the events of April 4, 2017. A mob crowded the streets, encircling a line of police as the tensions rose to mercury-busting levels.  Then, out of nowhere, just as the powder keg is about to burst…Kendall Jenner hands a can of Pepsi to a hot cop. The infamous […]

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The Promise and Perils of Speaking Out

  • Ideas
  • By Joel Foster

In the days of old, brands served as a utility and not much else. If you wanted soap, you bought soap from the brand with the best reputation, the lowest price, or the catchiest jingle. Their job was to convince you to buy their soap so they can earn more profit. It was simple back […]

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Authenticity & Corporate Social Activism

  • Ideas
  • By Joshua Belhumeur

We believe corporate social activism can be a positive force in our world—so much so that we made it our primary focus as a creative agency. Given that corporations have an outsized influence on our culture and have the resources and platform that marginalized people don’t, they have an opportunity to use their position to […]

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Social Media Rules Are Lazy. Break Them.

  • Ideas
  • By Joshua Belhumeur

I’ve had my fill of “experts” spouting their lists of hard and fast rules for social media, which they probably took from some generic marketing blog that, in turn, stole it from Hubspot, citing a “study” that their intern threw together with the scientific rigor of a Trump rally speech. What I’m most sick of […]

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Transmedia Storytelling: The Art of Immersion

  • Ideas
  • By Joshua Belhumeur

Transmedia storytelling is the technique of developing a single narrative or story theme that spans many user touchpoints. The goal of this technique is to create an engaging, memorable experience for the audience. Blurring the lines between fantasy and reality, transmedia content fits together like pieces in a puzzle. I should point out that this […]

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The SEO Myth

  • Ideas
  • By Joshua Belhumeur

There was a time when you could hire an “SEO” (search engine optimization) consultant who would promise you a first page ranking by using choice keywords and techniques that attract Google’s crawlers. An entire industry cropped up, all claiming to know the secret formula to gettng our site noticed. Those days are long, long gone. […]

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Content Strategy: Building a Social Media Supply Chain

  • Ideas
  • By Patrick Cavanaugh

Developing an effective content strategy and running an efficient, sustainable marketing campaign can be a difficult process. Just getting something started may seem daunting enough, but the true challenge is maintaining and growing a campaign once its started. Unfortunately, when it comes to engaging in the public conversation there is no such thing as a […]

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Goliath, Meet David

  • Ideas
  • By Joshua Belhumeur

Can small agencies compete for big brands? I often say that BRINK is not small, it’s “boutique.” That’s the word you use when you want to avoid feeling inadequate. Like a fine microbrew in a world of Budweisers, we’re better quality, more hip, more acquired. We don’t want to be Huge. We’re small by design. […]

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It’s Time To Talk About Conspiracy Theories

  • Ideas
  • By BRINK

It is the evening of March 8th, 1971. At Madison Square Garden, Muhammad Ali and Joe Frazier meet in the ring for the first time. Billed as the “Fight of the Century,” this boxing match is often remembered as a cultural flashpoint; a singular event that became emblematic of the deep political and social divides […]

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For Whom Does Your Rainbow Flag Wave?

  • News
  • By Luc Goodhart

In the early hours of June 28th, 1969, NYPD raided the Stonewall Inn gay bar in Manhattan’s West Village, sparking a series of riots and ultimately coalescing a broader national movement called, at the time, the gay liberation movement. The following year, marches commemorating the riots and the queer agitators who incited them were held, […]

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