http://palazzolodesign.com/Flavor616-Jan-2013.pdf”

We explain this to clients all the time.

Social Media is a new tool in the ever expanding shed, but it’s not the be all, end all. And you should never forget that it’s just another avenue to carry thoughtful, branded communications to the masses. There are never shortcuts, tricks, or hacks that will make up for careful, genuine communication.

The best brands are the ones where everyone is excited to get out there and talk, honestly, frankly, about whatever it is they do. To encourage everyone to speak their minds (within some obvious guidelines) and most of all respect their audience. People are smart enough to recognize canned responses, double speak and poor customer service where they see it. So you should take social media as an opportunity to build another positive touchpoint that can build your brand.

Let’s ignore the fact that this is absolutely astounding for a minute.

It speaks to something we’ve been saying for a while. Technology is evolving every day. It’s becoming easier and easier for ordinary people to do extraordinary things visually, and that’s fantastic. But it still comes down to intuition. The tools are getting better all the time, but creative thinking will always be in high demand.

All this is just execution. Make no mistake, it’s the coolest thing we’ve seen all week, but it won’t help anyone generate ideas. Great work, great thinking, will still be the job of the creative class, this just makes it easier make their ideas a reality, to bring that vision to life. Someone will still be hunched over a desk banging out ideas.

We’ve been at this for quite a while. Over 30 years the way the industry works has changed so dramatically some would say it’s hard to recognize it. But not us. Great thinking never changes, the rest is window dressing.

We’re going to have to wait and see with this one.

Burger King with Crispin has built a fantastic brand over the last few years, say what you will about some of their executions, they’re all right on target with the teenage boys eating all the Whoppers. Sometimes it’s important to try something new, keep a brand fresh, but when you’re hugely successful and sales are only going up, that may not be the time.

So Burger King has a new CEO who wants to make his mark, and they’ve since signed Mcgarrybowen to the account.

But what really prompted this move, was it the brand, or something else?