Branding in Today’s Market
Branding in today’s market reaches far beyond a slogan, logo and color scheme. A company with a successful brand strategy can be recognized nationally and will help bring value to your business. There are several slip-ups that can be easy for a company to get stuck on as well as some tips that will help […]
Considerations for Sustainability Messaging and Social Media
Social and environmental responsibility remains an important part of communication strategy for today’s organizations, and now thanks to social media, there are more tools than ever to engage your audiences and share your message. While there are some specific risks involved, sustainability marketing and social media are a perfect match for each other in many […]
Category Connoisseurs vs. Brand Advocates
In Youngme Moon’s captivating book Different: Escaping the Competitive Herd, she posits that product categories have augmented benefits beyond the average consumer’s ability to tell the difference between any two brands. For example, take toothpaste. When in the toothpaste isle at the grocery store a consumer sees whitening, tartar control, natural, anti-cavity, fluoride, and bad-breath-fighting […]
Ponies to Bronies: My Little Pony Kicks Up Lessons on Letting Go of Your Brand
My Little Pony: Friendship Is Magic is a fantastic example of the evolving relationship between brands and consumers. I realize I may have lost you with the words My Little Pony, but stick with me; it’s truly a good case study. In the world of web 2.0, your customer’s reactions to your products and overall […]
Netflix Brand Loss: How to Preserve Your Brand Equity
Now that we’ve had some time to let the Netflix price increase backlash settle, we’d like to explain how an organized crisis communication plan would have saved Netflix some of their brand equity. Netflix’s Business Problem Up until now, movie studios sold the streaming licensing rights to Netflix for less than they were worth. However, those […]
Portlandia: Use Hashtags to Drive Conversation Around Your Brand
Portlandia gets rave reviews from locals and TV critics for its satire of Mambo Media’s hometown. Now, we weigh in on the creative and contagious way IFC has used hashtags in Twitter to ensure the show gets buzz. Most use hashtags as a way to tap into the larger conversation on Twitter, but many brands […]
