Hare Communications

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12/18/2025

Regardless of the word you want to insert at the end, "Perfection is the enemy of Progress | Better | Done." Ever work with someone who really doesn't get that? BTW: Play video below with the sound ON!

Here’s the home page of the website I recently produced for Lange Clark.I’ve known Lange as a good friend for decades, s...
11/12/2025

Here’s the home page of the website I recently produced for Lange Clark.

I’ve known Lange as a good friend for decades, so I was delighted to learn — in my interviews with his clients and professional colleagues — that he’s a great attorney. One who conducts himself like a true gentleman, a rarity in the increasingly-acrimonious world of litigation.

Lange is a sole practitioner focusing primarily on complex, multi-district litigation. Which meant that my primary challenge was to convince prospective clients and referring attorneys that he has the legal skills and the resources to handle huge cases — often against legal-defense teams numbering in the dozens. AND I had to do it on a tiny budget, which also meant shooting his portrait shots on my phone (a Pixel 6 Pro, in case you're wondering), in lieu of hiring a pro.

That said, having served more than 2 dozen law firms, and produced a handful of creative campaigns I’m still genuinely proud-of, I believe the brandline I developed for Lange is one of my best ever — legal client or otherwise. Admittedly, it’s just a tiny bit tongue-in-cheek, but what anchors it to the truth is the testimonial beneath it — which I wrote from comments I’d heard during our interviews.

The new Southern Museum of Flight website is live, and we could not be happier! Special thanks to Art Meripol for the ex...
12/23/2024

The new Southern Museum of Flight website is live, and we could not be happier! Special thanks to Art Meripol for the excellent photography, and to the guys at Uriel Media for the videos. (Link in Comments below).

04/17/2024

Eleven years ago today, we were in Chicago directing a corporate video for Baymont by Wyndham, in which hotel owners and employees offered a variety of thoughts and memories that — for them — constituted what we’d named “Baymont Moments.”

For me, the clip below was the absolute highlight, thanks to Fred Keen (below), who’s still with Baymont. And yes, those are real tears. Boy, what a powerful moment — and what a great memory!

Have you ever known an entrepreneur who’s started no less than five successful companies without a single failure? Our c...
02/27/2024

Have you ever known an entrepreneur who’s started no less than five successful companies without a single failure? Our client and good friend George Salem’s fourth company generated so much positive buzz that he was FORCED to sell it. Why? You’ll find the answer in the TechBilders.com profile of George’s fascinating entrepreneurial journey (Link In Comments below).

To me, this Reese’s spot epitomizes why everyone I’ve asked was disappointed with the overall quality of this year’s Sup...
02/13/2024

To me, this Reese’s spot epitomizes why everyone I’ve asked was disappointed with the overall quality of this year’s Super Bowl ads — and I have a theory about one of the root causes.

First, I’m assuming most of the spots (particularly the ones attempting humor) were developed by younger creatives — let’s say 35 and under. That’s a generation raised almost entirely on cringe comedy, a genre built on placing “funny” people in “funny” situations saying “funny” things. OK, fine. But to make traditional live comedy, you need all those elements, AND you have to write jokes. So there’s an entire layer of craftsmanship that, for all practical purposes, has been lost on them.

Here’s another critical difference between Cringe and Traditional comedy. When Karla, for instance, said something mean to Cliff on “Cheers,” it rolled off his back before the audience stopped laughing. When someone says something mean on a cringe comedy, it HURTS. So there’s an underlying respect for other humans that’s also been lost on them.

In short, these young creatives have had virtually no exposure to genuinely well-crafted comedy, OR to the kind of human connectedness that comes from knowing the difference between Funny and Mean-Spirited. The result? Lots of spots, like this Reese’s debacle, that lack a fundamentally-sound selling concept — or any underlying human connection to the viewer.

That’s my story and I’m sticking to it.

This is the name Tiffany Masterson gave to her skincare brand in 2012. She designed the logo herself with a Sharpie at h...
02/07/2024

This is the name Tiffany Masterson gave to her skincare brand in 2012. She designed the logo herself with a Sharpie at her kitchen table. This was literally her first drawing. Every marketing consultant she met, and virtually every friend she had, failed to convince her not to use the name.

One publicist, who’d agreed to work with her — based on the strength of her product-line concept — resigned the account when Tiffany refused to change the name. I wouldn’t have resigned the account, but I might have secured her agreement, in writing, that I’d advised her that the name was catastrophically off-target for the brand she wanted to build.

Tiffany launched Drunk Elephant Skin Care in 2013. Within three years, it was the fastest-growing skin care brand in Sephora history. Within three years of that, she sold the company for $845 million.

All of which goes to show how little seasoned brand-building experts (like me) ultimately “know” about what we do — and how important it can be sometimes to listen to your gut, instead of all the facts and research.

LOVE this project we just completed for ProxsysRx! It’s a video-player with a 6” x 3 ½” screen that launches when you op...
05/04/2023

LOVE this project we just completed for ProxsysRx! It’s a video-player with a 6” x 3 ½” screen that launches when you open the cover. They have 4-gig hard drives — more than enough capacity to fit five separate Explainer videos, outlining the key components of ProxsysRx's primary service — and they’re affordable enough for Howard to hand-out during the trade show he's attending this week.

As thrilled as we all were (client and agency) with the produced videos, there's no question the player itself gives this project its Wow Factor.

As I was having breakfast Monday morning, I looked at the ad below — and, once again, thought, “What a cringingly-contri...
10/04/2022

As I was having breakfast Monday morning, I looked at the ad below — and, once again, thought, “What a cringingly-contrived concept.” Only this time, I thought, “Seriously, I could come-up with a better metaphor in less than a minute.” Which I did. In less than 30 seconds. And I’d STILL be embarrassed to present this to AT&T - - -

GIVE YOUR GROWING BUSINESS THE FIBER IT NEEDS

Special thanks to Tom Spetalnick for sending me this note. Which he found on his mailbox this morning.
04/23/2022

Special thanks to Tom Spetalnick for sending me this note. Which he found on his mailbox this morning.

What makes a $249 pair of AirPods Pro, with absolutely pathetic sound, better than my $19.99 earbuds with absolutely bri...
01/27/2022

What makes a $249 pair of AirPods Pro, with absolutely pathetic sound, better than my $19.99 earbuds with absolutely brilliant sound? The Apple Brand. Read all about it in my latest blog post:

Branding 101: Earbuds Edition
https://bit.ly/3r4Ewpj

Offhand, I'd say this is my favorite new example of great branding in a while. Think about the name --- doesn't Plant Bu...
09/15/2021

Offhand, I'd say this is my favorite new example of great branding in a while. Think about the name --- doesn't Plant Butter sound LOTS tastier than Margarine (which, by definition, is exactly what it is)?

Here's the best part: They actually did make a really good product --- fulfilling the promise of its brand name. Big Thumbs Up to Country Crock and its agency!

Address

1104 Glen View Road
Birmingham, AL
35222

Opening Hours

Monday 8:30am - 5:30pm
Tuesday 8:30am - 5:30pm
Wednesday 8:30am - 5:30pm
Thursday 8:30am - 5:30pm
Friday 8:30am - 5:30pm

Telephone

(205) 873-1105

Website

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