Category Archives: Branding


I’d never heard of Stefan Mumaw before last week, but in the span of about an hour he crystallized what marketing has become and what it has the potential to be.

An ad agency creative director, Stefan is the author of a book called, Chasing the Monster Idea. His presentation focused on the seven characteristics of monster ideas. So just exactly what is a monster idea? Here’s his definition:

“The truly monster idea is more than just good; it transcends the boundaries of the problem to solve it so simply and so powerfully that it almost sells itself. It’s the campaign idea that grows on its own, powered by those evangelists who first discover its true value, and it forces everyone else to catch up with it—if they can.”

I’m not going to share his seven characteristics — he shares them in his book. You can download the first chapter free here or get the whole schmere here. Instead, I’ll share my biggest takeaway from his presentation.

In the past, marketers have tended to throw everything inside the kitchen sink and then throw it at a consumer hoping something — anything — might stick. Now we weren’t always quite that ham-fisted. Sometimes we presented them with one unique selling proposition in the form of a creative execution or campaign. Regardless, we told them what we wanted them to know. The goal was to sell them on something.

While we were busy deciding what we wanted them to know, consumers were being rewired. The Product no longer holds weight with them. What does is the other stuff: how that product makes someone feel or the problems it solves. They are not being sold to; they are buyers. Most important of all is the acknowledgement that the marketing universe has shifted into new territory: consumers recognize and often filter out push-style messages.

Stefan’s answer to reach this new breed of consumers is to pique their curiosity and then reward their effort with a good experience.

Marketing with the goal of making people curious? That itself is a monster idea.

RP Goes Gold, Silver and Camo at 2013 ADDYs

It’s well known that no one loves a good dress-up party more than the Riggs Partners clan. So when the Columbia AAF folks announced a Reality TV theme for the 2013 ADDY® awards gala, we harnessed our love of country and camo and showed up to the soiree on Saturday, February 17 as none other than DUCK DYNASTY.

West Columbia's finest checkin' in at the WECO

After a quick Sears Family Portrait session, we traveled en masse to 701 Whaley to join our comrades in the communicating arts for an evening to celebrate the best creative marketing in the Midlands. As pleased as we already were with our fashion sense, we were more than a little giddy with the lineup of awards that came our way in recognition of our work in 2012.

Riggs Partners received a total of 11 awards during the evening:

Special Judges Award for Excellence in Annual Report – Palmetto GBA Annual Report

Special Judges Award for Excellence in Radio – Express Oil Change Radio Campaign

Gold ADDY – Palmetto GBA Annual Report

Gold ADDY – Express Oil Change Radio Campaign

Gold ADDY – Lukas, Nace Gutierrez & Sachs Website

Gold ADDY – Bug Outfitters* Logo

Silver ADDY – Central Carolina Community Foundation Annual Report

Silver ADDY – Goodwill Industries of Midlands/Upstate SC Annual Report

Silver ADDY – Goodwill Industries of Midlands/Upstate SC Outdoor Campaign

Silver ADDY – Pulliam Morris 50th Anniversary Announcement

Silver ADDY – 52 Windows Event Poster

*official camo outfitter to the RP stars

the ADDYs were biting that day

We were thrilled to be recognized for our work across such a broad array of disciplines, and especially pleased to have Joy Skinner and Bartley Boswell from Palmetto GBA on hand to accept top honors for the Palmetto GBA annual report. Our sincere thanks go to them — and all RP clients — for allowing us to be part of such great work.

Twenty-five years after C.C. Rigg’s received Best In Show at our very first appearance at the ADDYs, the 2013 ADDYs were one for the record books and the photo album.

(Did we mention we were the Best In Show Costume Contest Winners? Well, we do have a standard to uphold.)


country boy, city boy


Country Loafers and Crazy Pepper Country


This here's Davis Country

Country Turners

duck, duck, shoe, addy, beard

Thoughtless Consumption

Americans have come to consume incessantly. There’s even consumption as a by-product of consumption: that plastic bag with groceries in it, the eight packets of ketchup a drive-through clerk puts in the bag, the plastic cutlery that comes with take-out food.

These are things we never asked for, and they aren’t things we value or appreciate. They are just stuff we throw away. It’s not just that these things are wasteful and environmentally harmful, they denigrate brands by association. I call it thoughtless consumption.

There’s been a slow movement away from thoughtless consumption, and one I predict continues with increasing fervor:

Another example is Coke’s new “freestyle” fountain drink machine. Fountain drinks had become a self-served bottomless commodity. How to add value? Make the experience special and tailored to the individual.

It’s time to revisit the products we offer and the manner in which we deliver them. We suspect that those who do will find increased sales and customer affinity.

The Power of Thank You

Moe’s Southwest Grill recently opened its seventh location in Columbia, donating the first day’s sales to local charity Epworth Children’s Home. This charitable spirit really permeates the brand.

Moe’s president, Paul Damico, appeared on Undercover Boss, visiting Columbia and demonstrating the compassion that is the core of the brand. Moe’s Columbia, together with the local CBS affiliate, WLTX, invited some of its best customers and biggest fans to a private screening.

Undercover Boss Viewing Party, a la Moe's Southwest Grill

Nothing beats having a relationship with your customer base, and Moe’s has done an amazing job building one using charitable giving and sponsorships. It’s proof that giving back pays off—and that includes saying thank you to your customer every chance you get.

a fine place to start.

Source: via Jeannie on Pinterest

How often do you find yourself making this very statement?

It’s a fine place to start. But it doesn’t have to also be the place you end.

That’s what makes our work so fun, you see. As marketers, we start by whittling away all the layers until we get down to the heart of it, the truth of the matter before us. We strip strip strip away, seeing the things our clients can’t see because they are there in the middle of it.

We push and scrape, diving deeper and deeper until we get there.

The is of it is what it is.

It’s hard work. Sometimes, it’s scary. But when you reach the is, your reward is a wildly fantastic view of possibility. Unfettered and immense and true.

That possibility is the passion that drives us. That’s what socially conscious marketing is all about.