Topic: Branding
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At CTIA yesterday all the leaders from the world of wireless got together to talk about the issues facing their business. Obviously, issues that impact them all like “spectrum” generated a fair amount of conversation, but a surprising new topic emerged on the scene, “trust”....
Brands now have to tell stories in real-time, one of the most ambitious current attempts at this are Pepsi latest global marketing campaign- “Live for Now” which is now breaking across a variety of different media. The digital component is “Pepsi Pulse” which uses data from Social Flow to...
Facebook was lucky, it knew its enemy (Instagram) because it followed the old saying “keep your enemies close”; they went to the same school, lived down the road from each other. It’s easier to follow a competitor when you are that close, but that requires discipline from a company that’s...
The 2012 Influx Conference brings together a range of eclectic speakers from the worlds of art, music, filmmaking, anthropology, technology and marketing to explain and inspire brands to get back to storytelling basics. Influx, together with Argus Insights, will share the latest findings from its...
In a world that’s overloaded with data and information, it’s so easy to get real complex really fast. The art is to trim the fat of this complexity to reveal a simple startling truth and is so brilliant in its simplicity seems so obvious, but it’s so powerful because it gets you...
Much has been written and said about the challenges of integrating and developing digital communication and it what it means from a cultural, strategic and creative perspective. It seems pretty clear to me now that one of the greatest challenges is simply keeping up-to-date with the technology from...
The new trend for many brands is to hire iconic cultural figureheads as creative directors, hoping that they can sprinkle their magic zeitgeist dust on the brand. Brands realize he power of celebrity endorsement, but the creative director role is a very different one; instead of just being a shill...
In one of Richard Huntingdon’s blog posts from January of this year; he explains how looking through the lenses of product, brand and communications can help to identify the area of focus and to help inform the direction of the creative brief. However, as is the case with many posts, the gems are...
It’s interesting to see how small brands behave; one observation is that they value the community that surrounds them and do their utmost to support it. One good example of this in action is Andrew Tarlow, a Brooklyn-based restaurateur is slowly building an interesting business that includes...
As we move into an era where everyone with a heartbeat has become, or is in the process of becoming a brand and the media landscape to build the personal brand is so widely available, big brands might be at a distinct disadvantage. I was made to think about this when admiring Starbucks new coffee...
Consumers clearly have a problem with the current state of brand content; a new study by ExactTarget identified it as a key reason that people are breaking their connections with brands. Reasons for unsubscribing from emails - 49% because the content became repetitive and boring over time - 25%...
Tiny brands have always had a tough time getting their message out, they have been hampered by an inability to afford the media and often lacked the creative firepower that can create an impact. Think slideshow ads in movie theaters. Obviously, it’s still tough, but with lower technology costs...
Famed European designer Marcel Wanders introduced a new chair to the world and declared that there are no new ideas. He’s kinda right, but his solution- “twisting the world and its entangled constructions to surprise each other”- seems to define creativity today, but also the...
It’s one thing for your brand to be socially connected- but just about any brand can play the game by adding Facebook and Twitter accounts, but just owning those accounts is not an act of true transparency, or even proof positive that you really want a connection with your audience. If you want...
Brands love their fans and often want to do everything it takes to keep them happy. When it comes to social media, it’s really important to keep up the element of surprise to capture your fan’s attention and to present them with an idea that makes them feel truly valued and special. If you...