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Art vs Advertising - The Lynx Effect

Spent this morning reading about advertising campaigns, and came across the "Wheelbarrow (feminine)" ad for Lynx deodorants. Looking at the Lynx ad, I first thought I'd seen the guy somewhere else…...
Susanna Hellden's insight:

Is #art and #advertising two sides of the same coin...?

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Can Twitter Save TV? (And Can TV Save Twitter?)

Can Twitter Save TV? (And Can TV Save Twitter?) | Brave New World | Scoop.it
On the eve of its fervently-hyped IPO, the micro-messaging service has a radical plan for nabbing the ad dollars it needs to thrive: helping TV networks survive the digital media revolution.
Susanna Hellden's insight:

Say goodbye #realitytv and hello #realtimetv

 

well, realitytv is dead already isn't it... kind of, but it's only now that we've (possibly) found it's comparable replacement..The real-time TV.

 

This insightful from @Forbes on the matter: "Can Twitter save TV? (And can TV save Twitter?) summarises the key reasons why...

 

"TV has always been social and conversation-driven. It's just that in the past, the reach of that conversation was limited by the number of people in a room or who you could talk to on the phone or the next day at the water cooler. Broadcasters have come to understand that Twitter is a force multiplier for the media they've created."

 

The article closes with a line about how "money-losing Twitter" is selling itself to the public as intends, and needs, to find itself a new business model. And I can't see a harm in that, actually the contrary. 

 

Yet again, we see how #socialmedia is changing the landscape for communications as we know it. And again, for the good of the public. Necessity is the mother of invention... it's a brave new world out there! :D

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R.I.P. Romantic Comedies: Why Harry Wouldn't Meet Sally in 2013

R.I.P. Romantic Comedies: Why Harry Wouldn't Meet Sally in 2013 | Brave New World | Scoop.it
This story first appeared in the Oct. 4 issue of The Hollywood Reporter magazine. 
Susanna Hellden's insight:

When the wheels are turning in the #Holloywood #blockbuster #filmindustry then you can safely say that a seachange has happened in society, without doubt. 

 

This "breaking news" item from @THR ie The Hollywood Reporter has so many "nuggets" in it it'd classify as substantial scientific evidence had it'd it used academic prose rather than online-mag-lingo! 

 

I'm just loving things they write here, like "audiences are tired of formulas"and  that what people want are "fresh and innovative stories". Those are powerful words when applied to the Hollywood blockbuster industry. 

 

Don't get me wrong, I don't have a problem at all with a good blockbuster now and then, one needs to get the balance right btw the art and the commercial... but no need to correct me on this as I now know that I'm not in the wrong to say that I think we do have seen the traditional rom-com at least one time too many now. It's been done. And done again. 

 

Im thrilled to move on to the next chapter! 

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Introducing Our New Logo!

Introducing Our New Logo! | Brave New World | Scoop.it
By Kathy Savitt, Chief Marketing Officer


We’re excited to share the new Yahoo logo with you. It will begin appearing across Yahoo properties globally tonight.
Susanna Hellden's insight:

Wow the new #Yahoo #logo is out! Looks ok but... thing is... I don't see/feel a big difference from the previous one. The thrill of something 'new' is a bit lost...?

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11 SEO Experts Share Actionable Link Building Tips | Backlinks - Link Building Services Australia

11 SEO Experts Share Actionable Link Building Tips | Backlinks - Link Building Services Australia | Brave New World | Scoop.it
Susanna Hellden's insight:

Here's a great list on #SEO #linkbuilding from @SEOAware 

 

As we are all still drawing the map of #digitalmarketing and #socialmedia #bestpractice #strategy #planning &learning as we go along, sharing knowledge and experience like here is key! :D

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Social Good Summit - Special Events - Uptown - 92nd Street Y - New York, NY

Social Good Summit - Special Events - Uptown - 92nd Street Y - New York, NY | Brave New World | Scoop.it
Mashable, 92Y and the UN Foundation present the second annual Social Good Summit. Held at the heart of UN week, the Summit is where big ideas meet new media to create innovative solutions.
Susanna Hellden's insight:

 What will the world look like in 2030? Why not get involved and help shape it?!

 

A great chance to do so is the Social Good Summit #2030NOW where leaders, technology pioneers and engaged citizens across the globe get together and share knowledge about tech & social media today and how we can go forward.

 

This time around, the 4th annual summit, the event will be held during UN Week in September and promises to be more engaging than ever; People from around the world, in both the developed and the developing world, will unite in person and online to participate in what is aimed to be the largest conversation so far on how technology can grow communities toward a globally connected society.


The future is in our hands, so why not take this chance to get involved and share your vision! 

:D

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How to create an effective editorial calendar - MySocialAgency

How to create an effective editorial calendar - MySocialAgency | Brave New World | Scoop.it
Not just for publishers, but for SEO, content & digital marketing These days, for most of us that are involved with digital publishing, in whatever.....
Susanna Hellden's insight:

Here's a short&sweet checklist from @MySocialAgency about, yes exactly.. what is it about?...

 

when I first read the headline "How to create an effective editorial calendar"  I thought straight away of the traditional editorial calendar for PRs... But reading ahead it's of course something more of a calendar for plotting a content marketing strategy. And here's the nice thing... in this day and age, it's basically the same thing! 

 

I love the way #digital and #social is mixing it all up. Out with the old and in with the new, it's a brave new world out there folks! :)

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Agile marketing: the 70:20:10 rule

Agile marketing: the 70:20:10 rule | Brave New World | Scoop.it
One of the characteristics of the modern marketer outlined in our recent Modern Marketing Manifesto is agility. The ability to be responsive and adaptive. To be flexible and embrace change.
Susanna Hellden's insight:

These are very interesting times to live in. Since the onset of #digital and #socialmedia we now engage and communicate with eachother in ways that are entirely different from before this has of course also affected the #marketing world... as well as #pr and #branding. The good ol' days are gone and businesses have no other than to learn speak a new "lingo" in order to connect and be understood buy the world around them. The blog post about #agilemarketing and The Modern Marketing Manifesto is just the beginning of this learning process. 

 

Two things that springs to kind when reading this is;

Firstly, I understand what is suggested by the term Agile Marketing but #Agile for me is the Agile programme used for #project #management. I understand that that connection wasn't intended here, but as marketing is in the process then I can't recommend highly enough that the discipline learns from that. 

 

Secondly, I'd like to merge two blog discussions into one if possible and invite to the table the insights presented in this blogposthttp://www.jeffbullas.com/2012/08/07/15-common-mistakes-in-social-media-marketing/ In any case, it's nice to see marketing is only getting "younger" and more agile with age, you live and learn don't ya'?

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National Day 'important' for new Swedish citizens - The Local

National Day 'important' for new Swedish citizens - The Local | Brave New World | Scoop.it
Swedish National Day celebrations play an increasingly important role for integrating immigrants, experts have claimed, with many freshly minted Swedish citizens attending locally organized citizenship ceremonies on June 6th.
Susanna Hellden's insight:

Today is an imporant day in the calendar... It's Sweden's National Day!!! And true to the national spirit we'll be dancing the night away to ABBA, Roxette, Carola, The Swedish House Mafia, Peter, Bjorn and John and all the good & great in the Swedish musical canon. 

 

But the most important thing of all is that we take this day to celebrate the many immigrants that have come too live in Sweden, become Swedish citizens, and make invaluable contributions to our country and culture. 

 

Similar to our neighbour country Norway, there are groups in society who have used the national flag for all things unacceptable where the underlying problem is there persistent need for a divide between "us" and "them".

 

But we simply wouldn't be who we are without the International links they provide, and just like any relationship or marriage, it's through your better half that you'll get to know who you are yourself and can make changes to become a better version of who you are.

 

My own family has roots in Germany, France and the Netherlands and we have now lived in Sweden for ca 300 years! Some of our in laws are from Japan, Syria and last but not least the original Swedes - the Sami in the North.

 

So if there is one thing we'll be celebrating, then it's the fact that we've come together as one and try to make a life that's good for ALL of US! xxxx

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Seven tips for designing an effective ecommerce call-to-action

Seven tips for designing an effective ecommerce call-to-action | Brave New World | Scoop.it
In ecommerce much of the focus is on the best ways to attract traffic and visitors, meaning that tactics for conversion rate optimisation are often neglected.
Susanna Hellden's insight:

Bored with #AddToBasket and #BuyNow lingo? Here's a short&sweet summary of CTA essentials, a thought is to possibly have one more item on the list discussing how the CTA button works with the rest of the page in terms of "look and feel" and how that then work with customer perception/expectation;

 

On sites like booking.com as well as for example Ryanair, I'd expect a big attention grabbing thing to make me jump at the deal asap.

 

But for other things where I might not like to be reminded of the fact that I'll end up spending money on stuff I don't really need, or can't really afford or can buy cheaper versions somewhere else, I might be helped to buy by a CTA button that makes it look as if, despite all my internal warning signals, I am buying this product for "all the right reasons".

 

I'm really loving the ableton.com shop at the moment, and the fact that billboard.com kind of looks the same now may be the thing that subconsciously makes me buy their 'far from cheap' products! :D

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How to run a successful multichannel social media promotion

How to run a successful multichannel social media promotion | Brave New World | Scoop.it
Trick question: if you run a Twitter campaign that directs a customer to your Facebook page and they click through to your site, how many channels did you use?
Susanna Hellden's insight:

Here's a short&sweet summary on how to run a successful multichannel social media promo campaign...

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Viral Video Chart: Chris Hadfield, Daft Punk, Arrested Development

Viral Video Chart: Chris Hadfield, Daft Punk, Arrested Development | Brave New World | Scoop.it
Canadian astronaut sets the world in a spin and hand-drawn animation packs a punch in our rundown of the top online clips.
Susanna Hellden's insight:

Absolutely brilliant! Check out the "Maker vs Marker" video, the "Space Oddity" cover version sung in a real spaceship isn't too bad either ��

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Announcing The Digitals awards shortlist

Announcing The Digitals awards shortlist | Brave New World | Scoop.it
So, after reading through a whopping 850+ entries, we have decided upon a shortlist of 156 for our Digitals Awards.
Susanna Hellden's insight:

A short&sweet summary of those in the league today... ie The Digitals Awards shortlist. A personal favorite is @McCann_WW for the #IKEA app.. and @MartinAgency for the @Oreo campaign (altho not listed)

 

P.S. A comment: Just heard #socialmedia is no more... it's #realtimemarketing these days! Any likes?? D.S.

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Digital Marketing For SMEs: Not Just SEO - Improve Productivity - Microsoft Business UK

Digital Marketing For SMEs: Not Just SEO - Improve Productivity - Microsoft Business UK | Brave New World | Scoop.it
Marketing your business online is an ever-changing and dynamic practice. As usual, there are plenty of vague-sounding marketing buzzwords doing the rounds at the moment.
Susanna Hellden's insight:

Here's a good feature from @MicrosoftSB on #contentmarketings role in #digitalmarketing and it's relationship with #SEO 

 

i agree with most of this, however I wouldn't say content supersedes SEO. The way to see it I think is that content is the context that #SEO populates or contributes to, rather than replaces it. And again, we're witnessing the ever evolving discipline that is digital marketing. :D

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Can Twitter Save TV? (And Can TV Save Twitter?)

Can Twitter Save TV? (And Can TV Save Twitter?) | Brave New World | Scoop.it
On the eve of its fervently-hyped IPO, the micro-messaging service has a radical plan for nabbing the ad dollars it needs to thrive: helping TV networks survive the digital media revolution.
Susanna Hellden's insight:

Say goodbye #realitytv and hello #realtimetv

 

well, realitytv is dead already isn't it... kind of, but it's only now that we've (possibly) found it's comparable replacement..The real-time TV.

 

This insightful from @Forbes on the matter: "Can Twitter save TV? (And can TV save Twitter?) summarises the key reasons why...

 

"TV has always been social and conversation-driven. It's just that in the past, the reach of that conversation was limited by the number of people in a room or who you could talk to on the phone or the next day at the water cooler. Broadcasters have come to understand that Twitter is a force multiplier for the media they've created."

 

The article closes with a line about how "money-losing Twitter" is selling itself to the public as intends, and needs, to find itself a new business model. And I can't see a harm in that, actually the contrary. 

 

Yet again, we see how #socialmedia is changing the landscape for communications as we know it. And again, for the good of the public. Necessity is the mother of invention... it's a brave new world out there! :D

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The Shoreditch Fashion Show – 12 October 2013

The Shoreditch Fashion Show – 12 October 2013 | Brave New World | Scoop.it
12th October is when the most exiting fashion event of the year is descending on London. This is when Offbeat in collaboration with VIVID Fashion group will be hosting the second biannual Shoreditc...
Susanna Hellden's insight:

Here’s a flavor of the latest… soooooo thrilled about the Shoreditch Fashion Show on 12th September, on the back of the huge success show in April, @TSFS2013 now return with a show that even Harder.Better.Faster.Stronger… For those f you that saw the show in April may wonder how that’s possible, but trust me, when reading the programme you’ll see this is a show not to be missed.



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How Power Words Can Help You Sell

How Power Words Can Help You Sell | Brave New World | Scoop.it
Power words are mission critical to your sales copy. Here is an infographic and examples from successful brands to show you how to use words that sell.
Susanna Hellden's insight:

Here is an intersting piece of blog writing that... hm, well, sort of begs me to write a few words about it... "How Power Words Can Help You Sell". 

 

The very thing that draws my attention is the use of the word "word" in the title.. "power word/s" even! (becuase I am a writer, among other things).

 

Reading along in the blog post I kind of really like most of what's being said, but there's just that one thing that doesn't tune in so well with me. It's the use of another word that, well... when talking about the "power of words", really surprises that they use at all, because it so "not on trend" at the moment (or perhaps ever in the future)... And before I reveal what that word is, let me just say this..

 

This is not about being trendy, this is about removing everything that stands in the way of drawing attention from the majority of readers that, for various reasons and on various occasions, happens to lay their eyes on what's written. Be it a blog post, and advert, a press release.. what ever it is. And actually, even if it's words you say at a presentation, at a product launch, a networking thingy or what ever...

 

and hang in there just a wee bit longer; The most telling of all things I've come across lately that have confirmed to me that this is the word not to use, well that is this; I spend a lovely evening drinking delicioius wine and locally brewed organic beer at the Modern Jago in Shoreditch, (London's "Silicon Roundabout") a while ago and the very opening phrase for this high-profile launch/event I attended was this, and here it comes... "Hey, how're yo'll doing!? I see you're all having a great time, and, I know, the last thing you want right now is.. a sales talk! And not to worry, because that's not what this evening is about..." 

 

Well, of course it was. It was an event to launch the Microsoft Windows 8 App Store! and sales and market shares coming as a result of it. And the guy talking was a sales guy, head-to-toe.. and hey! I'm not saying there's anying wrong with that... what I want to point out is that this guy knew that, the word he just couldn't use was the word "sell"!

 

And there you go. Nobody wants to be sold anything. You don't want to come away from a purchase feeling the thing you bought really was just for the benefit of the sales person. No, you want to feel that you bought it for you own benefit! That's why nobody likes the word sell at the moment.

 

And the thing is; that's the whole thing about using social media to market stuff; ie it's about friends sharing stuff and going "oh, this thing I just bought is so cool" and then all their friends buys it too. So, that's the whole point of it. We don't want to be sold things, we want to have things our friends have for the benefit of me, you and us in the "community".

 

All in all, great blog post, it really is about the power of words, but, in the context of "empowering people", ie by providing the powerful words to use and share/pass on between people in a community.

 

Power of words = power to the people!

 

Another way of saying it may be: Have trust in what you're selling, and you'll never "sell" again!

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Brand equity - The JK Rowling way... Pt 2

Brand equity - The JK Rowling way... Pt 2 | Brave New World | Scoop.it
. . . Since my blog post about "Brand equity - The JK Rowling way", Benedict Schofield at King's College London has published a podcast discussing the perils of being a "best-seller", and names Row...
Susanna Hellden's insight:

Since my blog post about “Brand equity – The JK Rowling way”, Benedict Schofield at King’s College London has published a podcast discussing the perils of being a “best-seller”, and names Rowling as a recent example of the use of ‘best-selling’ as a label and ‘marketing tool’, and it’s ambivalent relationship to ‘literary quality’. Rowling’s “The Cuckoo’s Calling” is a particularly interesting case since the use of the “Robert Galbraith” pseudonym gave Rowling the chance to be judged for her literary qualities alone (and once her name was revealed sold in their tens of thousands!).


What traditionally happens to best-sellers, Benedict says, is that these books sell large volumes initially but are then discarded to Oxfam stores rather than find themselves on a shelf amongst “masterpieces” and “classics” in peoples living rooms, for which Dan Brown’ “The Da Vinci Code” was given as an example.


My addition to this debate is that “literary quality” is actually a “label” in itself and can’t really be controlled by anyone, and that the common opinion for what “quality” is changes over time. August Strindberg is a very good example of this, as he struggled with “the establishment” for the majority of his writing life with the permanent secretary of the Swedish Academy at the time, Carl David af Wirsen, as his nemesis. The Royal Swedish Academy is of course the committee that awards the Nobel Prize, which is considered to be the “industry standard” (to use another marketing term) for “literary quality”. Paradoxically enough, not many people can name more than five Nobel Prize winning authors, but August Strindberg is known across the globe for being an author of several “masterpieces” and “classics”.


Is August a “bestseller” though? Well, that depends on the duration of time the sale is measured. As is pointed out, authors like Dan Brown sell in truck loads initially, but then falls off the scale… whereas authors like Strindberg sell smaller volumes (in comparison) but over a longer time…

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JK Rowling proves the value of brand equity

JK Rowling proves the value of brand equity | Brave New World | Scoop.it
Over the years academics and analysts have attempted to show the value of brands (their 'brand equity') in terms both theoretical and monetary.
Susanna Hellden's insight:

Brand equity - The JK Rowling way...

 

An author writes a book, a new version of a video game comes out, a band releases tour tickets, Apple releases a new product... all very different incidences, but they have one thing in common; they all have dedicated fans rushing to the nearest store and buying the thing at any price, without a "trial", and sometimes queing for hours to get it. Actually, I remember seeing people queing for days to get tickets to a Lord Of The Rings sequel ages ago, and they had brought tents, sleeping bags and canned food!! It sounds unbelievable, but it's true! 

 

So how can brands find dedicated fans like that? There's obvisously many aspects of what a brand is, but knowing what game you're in, and be the best at it, must be the core of it, just like the quote in the blog below points out; "the authors name is a pseudonym of [some] famous writer". There are of course many famous writers out there, but as they all have their own unique "voice" it kind of works itself out organically somehow. For example, if you come home from work and tell your better half your day was like a "Kafka process" then s/he'll know what you mean ;-) ... Can't think of an upbeat author at the moment but if we move over to the world of cinema, then we'll finds thousands of examples.. 

 

Where does all this lead us then? Well, artists and innovative product developers alike, they all know how to communicate with their audience much like is pointed out in the blog, ie "it's sort of as if the fans are having a conversation with the artist and buying their work is their way of keeping up their end of the chat". And if a lesson is to be learned from that then it's at the "core of what you are" where you need to look to be able to go forward, ie "what it's all about". And there you have it. If you're into rock music, then you'll drink Jack Daniels and wear Levi's. If you're into action film you may want to see Tom Cruise in it. If you want to read the "best story ever" then you read JK Rowling.. and it's not about "putting on an image", ie just saying that yo uare the best or whatever, these "brands" produce work that has meaning to them, and that has somehow also become an important part of their fans life stories. It's like making friends, you meet and spend time with those that you can talk to and understands you...

 

The blog below summarises with a comment about "what works for one brand doesn't work for another" and I agree. There isn't a one-size-fits-all, and I like that. There is a special place in my heart for "creativity, diversity and doing-your-thing", and this is one good example of when that is more important than any of the other parameters involved. Just like growing up and finding out who you are, a "brand" also needs to work this out and also tell people what it stands for and build a community of supporting friends around that, just like JK Rowling.. :D

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You're Dead... If You Don't Integrate Social Media & PR Into Your Local SEO Strategy

You're Dead... If You Don't Integrate Social Media & PR Into Your Local SEO Strategy | Brave New World | Scoop.it
The peppered moth (Biston betularia), once white with black spots, faced a strange challenge in London during the Industrial Revolution. Buildings and trees, stained with soot, turned black.
Susanna Hellden's insight:

Here's a nice thought piece on how to move with the times in the rapidly evolving social media landscape (from an #SEO #pointofview). Bend it like Beckham, serve it like Murry or sing it like Dylan... whatever was yesterdays news, it's time again to re-tune, because the times, they are #a-changing ;-)

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Daft Punk | Random Access Memories

Daft Punk | Random Access Memories | Brave New World | Scoop.it
Daft Punk's new album, Random Access Memories featuring "Get Lucky," is now available. Order now on iTunes: http://smarturl.it/RAMiTunes
Susanna Hellden's insight:

Finally had time to have a proper listen to Random Access Memories, start to finish. A 'review' is obviously unneccessary as the album speaks for itself; The collaborators, the hit songs, the "packaging", it's all there, top notch across the board. 

 

I really loved listening to Georgio Moroder discussing the processes leading up to 'I feel Love' with Donna Summer. I tend to stay away from words like 'masterpiece' because it's all down to personal taste what that is, but I'm sure most ppl would agree that it really is a masterpiece. Particularly liked listening to the track 'Georgio on Moroder'.. ie music as 'tour de force' and 'labour of love'. Respect.

 

Having Nile Rodgers on board is of course also a dream come true for DP, and their fans. It's a match made in heaven. I've been a mega-fan of Nile for ages, the man simply can do no wrong. Respect.

 

Song-wise I really love "Within", "Instant crush" and "Control" in addition to the obvious hits "Get Lucky"and "Loose yourself to dance"... All diamond brilliant song-wring and production.

 

And last, if my words are of any importance in the world, I just have to  say that making a record that put's the music itself in the centre of everything like DP have done here, and of course also "Doing it right" (yes litterally, as it's also the title of another brilliant song on the record) is just such a massive statement. Respcet once more. <3 <3 <3

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This week - infographics & CHURCHILL quotes special  | The Ransom Note

This week - infographics & CHURCHILL quotes special  | The Ransom Note | Brave New World | Scoop.it
Susanna Hellden's insight:

@ransomnoted is a breath of fresh air in the online world... and saw just now they also do #infographics personal favorite is probably the #windmap 2nd runner up is the #history of #programminglanguage :D

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Ingenious Britain | Help your business find its voice

Ingenious Britain | Help your business find its voice | Brave New World | Scoop.it
cost-effective audio branding, SME
Susanna Hellden's insight:

Here's a great blog post on #audiobranding and #soundlogos... Anyone who's seen the #Lewis refrigerator ad with #MuddyWaters #MannishBoy will agree sound is equally, or possibly even more, important than than the image when trying to draw attention to something because with a strong tune you can also throw radio in the marketing/PR campaign mix. As a customer, or for anything in life really, music is the soundtrack, or the audiobranding, to the way we live our lives as well as makes us buy the things we buy. 'Sound' may sound like a small detail in the grand scheme of a brand, but check link below and you'll see it can really strike a chord like nothing else. Soundlogos? It's a hit!

http://youtu.be/2RKp1P2S2qs

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15 inspiring examples of vintage posters | Posters | Creative Bloq

15 inspiring examples of vintage posters | Posters | Creative Bloq | Brave New World | Scoop.it
Want to create a striking poster design? Take a look at these beautiful vintage designs to inspire you...
Susanna Hellden's insight:

Brilliant blog post on the history of poster art/graphic design. I've studying this a lot lately and can also recommend "Graphic Design: A history" by Stephen J Eskilson and "50 Art Ideas" by Susie Hodge. Both a great read and lots of illustrations!

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3 Ways Agencies Use Market Research to Win in 2013 - exploreB2B

3 Ways Agencies Use Market Research to Win in 2013 - exploreB2B | Brave New World | Scoop.it
3 Ways Agencies Use Market Research to Win in 2013
People often ask us, “So, how is Market Research being used successfully today? …Can you give us any real examples?” Good news. We heard ...
Susanna Hellden's insight:

Here's a great blog post on the importance of facts, figures and analytics to   help steer a project in the right direction. Being an engineer, I can only agree that, yes it really is this simple! Or logic, rather.. :D

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