Thoughts

Random Things I Think About

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    The Birth of Catiki Originals
     1024 574 Michael Kraabel

    It all started with an idea that combined two of my passions: creative experimentation and Tiki art. I’ve always believed that you don’t wait for…

    Why Political Science Majors Excel at Marketing
     1024 576 Michael Kraabel

    Marketing isn’t just about selling products or services; it’s about building trust and moving people to act. As a political science major turned brand marketer,…

    Giving Back Through Brand Building
     1024 574 Michael Kraabel

    In 2025, I’m reviving one of my favorite passion projects: helping local companies build strong, memorable brands. Once each quarter, I’m dedicating time to work…

    Jaguar Release Day
     1024 574 Michael Kraabel

    Today isn’t just another day for Jaguar—it’s potentially the day. The iconic carmaker is poised at a crossroads: one path could redefine their legacy, and…

    Why I Love Conspiracy Theories (Even If I Don’t Believe Them)
     1024 576 Michael Kraabel

    Let me start by saying this: I don’t actually believe most conspiracy theories. That’s not what draws me in. What I find fascinating about them…

    The Story Behind My Favorite Photo: Mia Gonzalez and the Power of 3D Printing
     1024 683 Michael Kraabel

    Sometimes, a photo becomes more than just an image—it becomes a story, a moment of triumph, and a symbol of what’s possible when technology and…

    Building AVIV Vodka: A Decade of Purpose and Partnership
     1024 576 Michael Kraabel

    A little over a decade ago, I began working on AVIV 613 Vodka. At the time, it wasn’t clear what the journey would look like,…

    Jaguar Rebrand: Still Angry, But At Least I’m Not Alone
     1024 576 Michael Kraabel

    After spending the night tossing and turning over Jaguar’s new branding campaign, I did what any frustrated car lover would do: I dove into the…

    Jaguar: What Was the Brief?!
     1024 638 Michael Kraabel

    As a creative director—and a long-time Jaguar owner—I can’t help but ask: What was the brief that led to this campaign? Seriously, I’m baffled. Automobile…

    The Power of “We” in Presenting Creative Work
     1024 576 Michael Kraabel

    Presenting creative work is a collaborative team effort. Presenting from the “We” approach not only ensures that clients understand the breadth and depth of contributions…