creative strategies

How 1 request for 12 brochures became an industry-changing campaign

How 1 request for 12 brochures became an industry-changing campaign
Meet Vinnie, your favorite neighborhood cabbie. You’d never guess by looking at him today, but Vinnie started out trapped in a boring brochure. I’ve always been the kind of creative who questions motive. So when a client asked the ad agency I was contracted with for 12 brochures, my first question was, “Why?” Why broch [...]

Wake up, February, it’s time to party!

Wake up, February, it’s time to party!
It’s February 9. It’s cold. It’s gray. It’s no longer the start of a fresh new year — it’s the drag-a** middle of winter. The groundhog stuck his nose out, bit his handler, and went back to sleep. Smart rat. As food for thought (and because the other thing this month inspires in me is a desire to escape fro [...]

10 words on what it takes

10 words on what it takes

Weebles wobble, but they don’t fall down

Weebles wobble, but they don’t fall down

Business mistakes I hope never to make again (and how to avoid them)

Business mistakes I hope never to make again (and how to avoid them)
The biggest business mistake I ever made involved a 12-foot video wall, a collection of animated short films and dancing man parts. In a children’s store. Behind the cash wrap. Where it played for two weeks before anyone noticed. What this now legendary blunder taught me was to have a sense of humor about business mistakes. It also taught me [...]

10 words on going it alone

10 words on going it alone

ON TAP NOW: Going it alone

ON TAP NOW: Going it alone
Are you starting your own business? Already going it alone? Over the next month or so, ninetyninehats.com is the place to come for all things new biz. We’ll start with the basics: What do you really need to get started? And what might hold you back from realizing your biggest dreams? Next, the home office set up. Cuz trust me, if you’re [...]

10 words on business customers

10 words on business customers

Why customers choose vanilla over rocky road

Why customers choose vanilla over rocky road
Vanilla ice cream has its own brand story. Given the choice of any flavor in a cooler filled with ice cream of every imaginable taste profile, the number one choice is still vanilla.* Vanilla’s brand story is honest and straightforward, complex and subtle, and totally true to itself. It makes no apologies and compares itself to nothing. It is [...]

The Model T: 40 horses and a shiny fender

The Model T: 40 horses and a shiny fender
 

hiya!

I'm Cindi Acker-Hein, the Big Fedora at Ninety-Nine Hats. Welcome to Hat Land.

This site is all about creative connections. You'll find random observations, passing obsessions, word nerdiness, plus case studies that lift the lid on my own particular brand of creative strategy.

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