Key to a Healthy Brand 3 – why intention matters on the new frontier of Brand (Digging @Ogilvy's "identity as brand" framework http://t.co/zTF6xERKkH)...
Companies that inspire by intention do have loyal audiences, but I am afraid that companies who do not truly care about their audiences still thrive. Microsoft, Comcast and Blue Cross/Blue Shield are all doing very well.
“This is the first time in history kids know more than adults about something really important to society — maybe the most important thing.” That’s how author Don Tapscott describes Generation Z.
We all hope that each new generation impacting the world will be smarter than the last. Good to hear than Gen Z has a heart too. The problem is, what will we call the next generation? We've gotten to the end of the alphabet.
Nice info graphic. This will be great to share with many technologists in Silicon Valley who don't believe B2B companies watch videos for business. And they'll tell you this as they are watching a video. (-:
How agencies can leverage free tools from Google to assess and amplify their online video efforts. Tools include: Research: Build Your Brand Brand Impressions, YouTube Ads Leaderboard, and...
If you can get over the idea of having a couple of young Goolgites telling you how "cool" and "awesome" YouTube is for building a brand, and that the greatest advantage of their analytics is that it tells you you need to spend more money on YouTube advertising, there really is some valuable information here.
It seems that business cards are not going to leave its well-deserved position of representing a company or individual any time soon. On the contrary, the business card designs are becoming more powerful, creative, innovative, and fearless to hit straight to the point. Not to underestimate the importance of a certain business card beholder, but the little paper or plastic objects serve as neat advertisement themselves.
Game theory is the study of interdependent rational choice, not independent. More simply put, it is people making strategic decisions based on how they think someone in the group will respond to their decision. Game theory is about choices and outcomes, and can be illustrated in two ways.
Think about approaching your content marketing with a bit of game theory. If the game is between you and others creating similar content, you attempt to understand the moves of your competitors and make decisions based on what you think they will do. You want to minimize your own losses. You think several moves ahead.
You could apply game theory to your next content planning meeting. You could debate a long time on whether idea A is better than idea B, which is usually futile; both likely have merit, they are merely different decisions that will lead down a different path. The question isn’t which idea is best, but rather which path is the best. Turning the debate into whether idea A or idea B is the better path in the game can be more effective and lest caustic to those whose ideas are rejected.
How can you use gamification with your content marketing? The possibilities are wide open, but here are a few ideas to get the wheels turning:
-- > Create achievement levels. Create an online course, and track their progress through levels all the way up to “graduation.”
-- > Introduce scoring. Reward those who comment the most on your blog (or share your content the most on social media).
-- > Suggest skill level. For membership sites, allow them to unlock new content and features as they consume your content. The more they read and share, the more is made available to them.
-- > Create a game in your content. Whether you write a blog post where you let people choose the ending
If you have gamification in place, game theory may more easily come into play for your audience. There is clear competition. They are competing against the others, and are making decisions to come out ahead.
Some of the weirdest ways that companies are using soccer to cash in from Jesus balloons to condoms (World Cup 2014: The 7 most bizarre marketing stunts http://t.co/r7SiBGq85A #brazil #worldcup...
Weird is good. It's creative. It's a testament to how much fans need a diversion from the darker events taking place in the world. And maybe, hopefully, some of the revenue generated from the World Cup will go toward fighting poverty and disease, especially in the host country.
Yahoo Travel Southwest Airlines Makeover: New Logo, New Colors, New "Heart" Yahoo Travel The new look centers around a colorful new “Heart” logo, which the airline says symbolizes the new heart of the company.
The amount of effort that went in to developing this impressive new identity tells you something about the role it plays in the corporate brand.
LinkedIn has surpassed these early adopters, and emerged as the most important player in the professional content sharing game.
Each of the professional networks’ 300 million users self-organize into industry specific categories, populating the site with personalized data that marketers drool over—like their geographic location, size of company, seniority level, non-profit interests, years of experience, and current job function.
Marketers mine these data fields, slicing and dicing them into manageable segments to communicate with and target.
By posting relevant content to each of these smaller segments at strategic times, sellers can get in front of people they believe to be buyers—instead of wasting budget reaching people outside of their ideal customer profiles.
Investing marketing dollars into LinkedIn’s content distribution channels in unlikely to disappoint, especially as the company continues to invest its own dollars to improve the quality of lead and revenue delivery. For instance, LinkedIn recently bought longtime partner Bizo, a data software company that’s been helping LinkedIn find the “right people” through digital data for years. The outright purchase of Bizo solidifies LinkedIn’s position in support of content.
>> LinkedIn’s Sponsored Updates User Guide PDF: the complete how-to user manual for sponsored updates, including how to set up a business page to how to analyze your results
>> The Content Marketeer’s “LinkedIn Emerges as the #1 Source for Professional Content:” a data-backed dive into how LinkedIn is outperforming other outlets for professional content
>> LinkedIn’s Targeted Ads page: information and online sign-up for paid ads
Even those of us who have been using LinkedIn for years are barely scratching the surface of its potential for for connecting us with key individuals, whether they are potential customers, hiring managers or business associates.
Understanding how color works isn’t just for artists dipping their hands into paint and pigments all day long. Anyone using content marketing needs to understand the basics of Color Theory, because you are using color in your content.
Survive in the art world: market the brand, sell the product The Conversation Some fine art degrees include a professional practice subject, though these usually only include a brief introduction to marketing.
Interesting article. I think that most great artists have branded themselves naturally. Jackson Pollock stayed pretty much on brand by staying drunk and rude and brilliant when he went into his studio.
Marketing is in a unique position for the customer experience. Understanding the customer relationship, the company’s value to customers, the customers’ value to the company, the importance of learning and reacting to customer interactions, meeting customer expectations for business goals like customer satisfaction, customer loyalty, advocacy and ultimately revenue, are all under marketing’s purview.
This, of course, is an enormous responsibility. Creating an environment for a positive customer experience means that processes must be accessible, dependable, thorough, timely, adaptable, flexible and personalized. A tall order. A big issue is that marketing doesn’t completely own the customer experience. It is certainly shared and orchestrated with the customer themselves.
Marketers must overcome silos to help plan, design, and facilitate start to finish positive experiences and get to a place where they are living up to the high-level expectation brand promises that they are making.
As the media and publishing platforms embrace visual communication, audiences have become accustomed to well-designed content. That good design isn’t just a differentiator; it is what they expect. No matter who you are trying to engage with your content, whether a client, consumer or employee, creating communication that visually reflects your brand is essential.
According to a 2013 Adobe Digital Index study, visual content on Facebook, such as video, increases viral reach...
Triple Pundit Shared Value Branding: The End of Brand Marketing as We Know It?
Not sure it has anything to do with the end of brand marketing as we know it, but it's an interesting project. Even in brand challenged Silicon Valley, the larger companies understand how social responsibility impacts a brand. We still have a long ways to go, but research has shown that the newest members of the workforce put great value on CSR.
If “content strategy” is one of the most overused and abused phrases in marketing, then “storytelling” can't be far behind. Trendy brands are jostling to tell brand stories and catchphrase-savvy marketers are adding ...
Brand message creation presents a collaboration problem
SUMMARY: Business-to-business sales and marketing teams are split in thirds among those who collaborate on brand-message creation, those who partially collaborate and those who either don't collaborate at all or who find the process "politically charged," according to a Corporate Visions survey. The study also showed marketing management was the most likely to participate in brand-message creation, with C-level executives least likely to be involved.