There are some people who just refuse to sincerely apologize. My favorite example of this phenomenon is taken from a U.S. television franchise called ... Read More
There are some people who just refuse to sincerely apologize. My favorite example of this phenomenon is taken from a U.S. television franchise called ... Read More
“Google it.” “Can you pass me some Kleenex?” “Let’s take the Jet Ski out.”
These are just a few examples of how brand names have been worked into our common vocabularies. When people ask for a Kleenex, they usually just mean they want a tissue, but because the Kleenex brand is so popular, we’ve started conflating the popular brand name with the object itself.Read More
Usain Bolt once again dominated his track and field events at the Summer Olympics, putting the perfect finish on his last Olympics in Rio with three gold medals. For eight years, Bolt has been the standard of athleticism, triumph and competition. As the “fastest man in the world,” it seems as if Usain isn’t racing anyone but himself.Read More
Every year, as soon as Halloween is behind us, it seems like the floodgates open. Without warning, there are holiday marketing campaigns everywhere, with countless businesses rushing to cash in on a spending frenzy. There are holiday emails, social media posts, and TV ads -- oh, my.
It might seem like holiday marketing is out of control. But some brands do it very, very well.Read More
Ever wonder how Dollar Shave Club turned razor subscriptions into a billion dollar exit? Or how LaCroix’s fans strong-armed their beloved bubbly’s way to the top of the sparkling water food chain? The answer is simple. They inspire impressive devotion from their large fan bases.
That’s especially true among Millennials -- 62% of them tend to stick with one brand, compared to 54% of the population at-large.Read More
In marketing, it seems like the word "brand" is used a lot -- the leading brand, off-brand, personal brand ... you get the picture.
But there's often confusion around its meaning in business. What does it entail? Do I need to hire an expert? Branding is expensive, right?Read More
Since 2010, Instagram has garnered more than 500 million users, 4.2 billion daily likes, and more than 95 million photos and videos posted per day. Brands who take advantage of this unique social media platform often find that the level of exposure that Instagram gives them is unprecedented.
But creating a successful, branded Instagram account requires more than just pretty images.Read More
Work events are really hit or miss. Let’s be honest: How many times have you found yourself anxiously fidgeting with a paper napkin in the corner of a stuffy networking happy hour?
That’s why I was not only relieved, but also surprised and delighted, when I attended a holiday party that featured a live, interactive version of an arcade game.Read More
You know what's really difficult?
Being succinct. Seriously ... it's ridiculously hard. If you don't believe me, just grab your favorite copywriter and ask them.
It's especially difficult to express a complex emotional concept in just a couple of words -- which is exactly what a slogan does.Read More
Every brand has a story, but great brands that know how to tell that story well. Whether you're selling coffee, bookcases, or enterprise software, the reality is that the competition is higher than ever before.
Having a compelling brand story is key, but remember: your story is more complicated than just words. Your brand story is communicated through visual identity, tone of voice, PR, and social media channels.Read More
The average office worker sends 40 emails per day. That's 40 opportunities to market yourself and your business in those individual emails you send, every single day.
A lot of people treat their email signatures like an afterthought, which makes for a real missed opportunity. Those signatures are a chance for you to make it clear who you are, make it easy for people to reach you, and give people a place to go to find out more -- either about you, about your business, or about something you're working on.Read More
A short, professional bio is one of those things most people don't think about until, all of a sudden, we've been asked to "shoot one over via email" and have approximately one afternoon to come up with it.
That's when we scramble.Read More
For marketers, the domain name system (DNS) can be a little tricky to navigate.
If you've ever been tasked with buying a domain name, you've probably heard of terms like hyper text transfer protocol, subdomains, top-level domains, and more. Now, whether or not you remember the function of each part is an entirely different story ...Read More
Most marketers and brand strategists understand the dangers of brand inconsistency: without a well-defined logo, color scheme, and brand voice, your brand won’t stand out in consumers’ minds. And if consumers can’t remember your brand, you haven’t a chance against competitors.Read More
Many organizations know that building a brand identity is critical for any business. That brand identity includes what your brand says and what its values are. But how many of these organizations actually deliver on their brand promise?
Not nearly enough, according to a study on brand experience by Brandworkz and CIM. The study surveyed 2,200 marketing leaders all over the world about the challenges, opportunities, and best practices for aligning brand promise and customer experience.Read More
Consumer sentiment for a brand is like a fire. During the good times, it's a roaring campfire, emanating heat and light and making everybody around it happy. During the bad times, it's the flickering flame of a candle, barely shining through the darkness. And during the really bad times, the fire is roaring once again ... but only because everything is burning to the ground.Read More
Anyone remember Dr. Pepper-flavored lip gloss from Lip Smackers?
I'd venture a guess that many of you do, whether it was a staple of your own childhood or that of a loved one's.
There's something brilliant and memorable about that co-branded product: It's fun, unexpected, and involves a classic and timeless brand that's helped the flavor remain popular all the way from 1975 to present day.Read More
Even a goldfish can pay attention for longer than most people can nowadays. The ever-decreasing human attention span is one of the the biggest challenges marketers are faced with today.
For those looking to conduct market research through surveys, the fight for our audience's attention can seem incredibly discouraging.Read More
A brand gives a business its unique identity -- from the way content looks and feels to how it sounds and resonates. Think about some of the most iconic brands out there, and then picture their branding. I bet you can come up with it right away.
GoPro? Excitement. Prada? Sophistication. Band-Aid? Sincerity.Read More
As marketers, we are always looking for new ways to get more bang for our buck. Co-marketing allows two or more companies to work on a project together, doing less work for more reward. Who doesn't want that?
So to help get you started, we've collected a ton of tips and tricks below for creating a successful co-marketing campaign and relationship, from start to finish.Read More
When it comes to delighting people with design, details matter -- a lot. The fonts you choose every time you lay out an email, an ebook, or an image for social media end up giving your marketing a polish that makes a big difference.
Trouble is, with so many options to choose from, finding the right one isn't always as obvious as we'd like it to be. Thankfully, there are a few guiding principles out there to simplify the selection process.Read More
Everlane isn't like many other contemporary fashion brands.
While others' pricing and supply chain information is shrouded in mystery, Everlane's is completely transparent. On their website, you can see exactly how much money it takes to produce each of their products -- and how much money they're profiting. The fashion startup even devotes a whole section of the website to showcase detailed information and photos of their factories.Read More
When the time finally comes to tackle a website redesign, it's difficult to contain the excitement. There are so many things you just can't wait to have put into place! Then come the first steps to making it all happen.
Excitement turns to fear and trepidation as you try to craft a plan and put together the resources to turn all of your lofty ideas into reality. Suddenly it begins to seem more and more like a home construction project: lots of advice from many sources; warnings about rip-offs, scams and slick tactics; choices for things that could go into, on and throughout your new website; decisions about who should do what, how long it should take, and how much it should cost. Finally, you're lost in so many details that you're not sure where to start.
Here are the most common red flags that your website redesign is not on the path to providing value and what you can do to avoid them.Read More
Instagram is a platform that has demonstrated tremendous growth. In fact, the Instagram community grew to over 400 million users this past year.
Despite its impressive reach, many business owners are still overlooking its marketing potential. As a result, they're leaving high levels of engagement, brand awareness, and even profit on the table.Read More
If you've ever taken a Lyft, you know the ride's been a little different than those with other ride-sharing apps.
Your car is adorned with a bright pink mustache. You sit right up front next to the driver. You may even give them a fist bump.Read More
It all began as a bet in a bar.
Let's round up a group of people and see who can grow the best mustache in just 30 days.
Twelve years later, this bet has blossomed into Movember: More than five million people all over the world have joined the movement to raise awareness and funds to benefit men's health initiatives.Read More
Visual content: We all know we need it ... but many of us don't have the skills, tools, or knowledge of how to do it well.
Since 2013, Canva's been on a mission to change that. Turns out, it's working. Two years after launching, the company has nearly seven million users, and it's growing by 30K users each week day.Read More
If you were starting a business today, would you decide to go after one of the most monstrous companies in the world?
Back in 2007, that's precisely what Gabriel Weinberg did. He founded the company DuckDuckGo -- a search engine that directly competes with Google.Read More
Chances are, if someone mentions GoPro, you think of a super-sturdy camera for the adventurous.
Why's that? Because GoPro has done a good job defining its brand. Great brands like GoPro are easy to recognize. Their missions are clear, and they foster that customer loyalty all businesses crave.Read More
I’d been working on the HubSpot website for several months when the déjà vu struck.
My team and I were going over the initial wireframes for a new page. As always, we’d started the project with the noble goals of better branding, an improved user experience, and sleeker designs. And, as always, we had ended up debating the most minute details.Read More
You might not remember the exact content of the Taco Bell commercial you saw last week, but you probably remember their punchy slogan -- "Think outside the bun" -- followed by the ding of a bell.
What makes a slogan like Taco Bell's so sticky? How can you make sure yours will be memorable, too?Read More
The year was 2006. Sophia Amoruso was sitting in her apartment in a bathrobe, putting together a vintage clothes store on eBay. She was the “one man band” behind Nasty Gal: finding the vintage clothes, styling the outfits, modeling them for product pictures, shipping her products to eager customers, and collecting feedback along the way.
Years later, Nasty Gal was generating $100 million in revenue, employing hundreds of employees in a swanky LA office, and selling clothes in both online and brick-and-mortar locations.Read More
It was dark. To my left was Captain Jack Sparrow. To my right was the Wicked Witch of the West. Then, Marilyn Monroe appeared on stage.
That's all par for the course at The Sunburst Convention, an annual conference in Orlando, Florida for professional celebrity impersonators and lookalikes. Since 2003, people have attended this conference to make connections with fellow performers, book gigs, and hone their craft.Read More
We (and the rest of the internet for the past decade) have already spent some time convincing you of the importance of acquiring online reviews for your business. So let's just assume you're sold on the benefits of having a bunch of people tout how awesome you are on the web.
That being said, it's not safe to assume we all know exactly where in the wide world of the web we can point those well wishers when they want to sing our praises.Read More
We can all agree that, in most cases, there's more than one way of doing something.
For example, some people default to the "loop, swoop, and pull" method when they tie their shoes, while others swear by the "bunny ears" technique. Either way you swing it, your shoes get tied, right?
Trouble is, in some areas of life, different approaches don't always return the same results.Read More
"Bad news for craft beer lovers: The Alchemist is not going to reopen after all. The pub and brewery in Waterbury, Vt., were destroyed by Hurricane Irene in August. The owners, John and Jen Kimmich, had been planning to rebuild and reopen, but they have learned that insurance will not cover the losses in the basement, where the brewery was located."
That’s the lede from a 2011 story in The Boston Globe.
So how is The Alchemist featured on our most recent podcast about growth? Well, turns out that this wasn’t the end of The Alchemist after all.Read More
Let's say you've come to the difficult realization that quite frankly your brand -- if you can even call it that -- is all over the place. Or perhaps worse, you have a defined brand, but you're noticing that it just doesn't seem to mesh with who you really are and what you really do.
Don't panic.Read More
You know what I love most about 80’s and 90’s sitcoms? The catchphrases.
From Steve Urkel’s “Did I do that?” and Uncle Jesse’s “Have mercy,” to even the obscure Joey Russo’s “Whoa”, these gems have long outlived their alma maters and are often the first things we think of when the show or character comes to mind.
These catchphrases accomplish everything we as Marketers hope to accomplish with a value proposition.Read More
Where does customer loyalty come from?
Think about those brands that you purchase from over and over, even when there are cheaper options out there. Do you usually fly on a particular airline? Do you buy your coffee from the same place every morning? Do you recommend a specific restaurant whenever out-of-towners ask for suggestions?Read More
Thanks to the internet, global reach is no longer reserved for deep-pocketed brands, nor is it an incredible hassle for already over-burdened marketing managers.
In fact, a global presence is possible for any business with a creative strategy and an understanding of world markets.
To give you an idea of what a great global marketing strategy looks like, we've compiled a list of brands that totally "get it."Read More
Considering a rebrand? You’re probably aware that it will be no easy feat. On top of the soul searching, repositioning, creative, legal headaches and everything else that’s involved, you’re going to have Google to reckon with.
So much of the work we do in marketing is based on building brand recognition and online visibility – and when not done properly, transitioning to a new name and domain can put that all at risk.Read More
I’ve always been a little leery of proclaiming anything "the best." I never declared anyone my best friend as a kid because I was afraid my other friends might assume I thought less of them.
So it was a little difficult for me to come up with just one "best" marketing campaign of all time -- which is why there are 12 in this post instead.
Why are these 12 marketing campaigns some of the best of all time?Read More
The other day I emailed my husband at work to check in on what was for dinner.
"To ensure optimal nutrients, I'm going to prepare a ground Bos taurus paired with Peruvian onion circles, blanched lettuce, and thick-cut Sus scrofa domesticus on a brioche."Read More
A logo redesign can be a risky undertaking.Read More
As marketers, we strive to communicate with consumers in the ways that they prefer. In fact, marketing is becoming increasingly consumer-driven. For example, with the rise of social media marketing, brands can communicate directly with their customers to develop products that sell, and consumers essentially become product “co-creators.” Today, 80% of online content is user-generated, and content will increasingly come from a customer’s peers. Marketers need advocates buzzing about their products as people increasingly receive information about brands from their social connections.
The big question is: How does a company acquire brand evangelists? Here, we’ll discuss how much an authentic, humanized brand voice matters in your quest to get people raving about you to all of their friends – not to mention form long-lasting brand-customer relationships built on a solid foundation of trust. Here are 11 key tips to help improve the way your brand communicates with consumers.
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