by admin | May 8, 2014 | Brand identity
The social web is a game changer. It’s not a fad but an evolving ecosystem of web technologies that allow any individual to publish, promote and engage with a global audience. The real power of this is that it has put the tools in your hands should you choose to use them. No longer do you have to pay the mass media gatekeepers to be published or to gain attention. Passionate and creative individuals that understand how this works can go from zero to hero. One great example is Bethany Mota who started a fashion oriented YouTube channel for fun (also read passion) in 2009 when she was just 14! In 2014 her videos have over 209 million views and she is estimated to earn over $40,000 per month or nearly half a million dollars per year from YouTube. Bethany is just one of many who have used the social web to make a difference to their lives and inspire and influence others. Read more about these 26 tips for creating a powerful personal brand online...
by admin | May 7, 2014 | Brand targeting & positioning
After more than a decade of trying to figure out the ins and outs of social media, it’s pretty clear that people mostly share only what interests them. So how is it that employees usually hesitate to share their companies Facebook or Twitter posts? Simple—they’re not involved or inspired. Most of them are far happier to share family photos or memes that relate to their likes (or dislikes) or articles relating to something they feel passionate about. You can’t force employees to share something that doesn’t feel right for them to share. But if you involve them in the process and inspire them wisely by producing content most of them can’t resist, you can easily create a team that doubles or triples the size of your marketing staff. Read more about the five tips that inspire employees and amplify your brand...
by admin | May 7, 2014 | Brand strategy
Coca-Cola’s star marketer, Wendy Clark, is tackling the company’s North America business. Ms. Clark will take on the role of president-sparkling and strategic marketing, Coca-Cola North America, effective June 1. Meanwhile, Katie Bayne, who had been president-North America Brands and is the former CMO of Coca-Cola North America, will take on the job vacated by Ms. Clark, senior VP-global sparkling brand center. Ms. Bayne will report to Joe Tripodi, chief marketing and commercial officer. Ms. Clark will report to Sandy Douglas, global chief customer officer and president of Coca-Cola North America. Read more about Coca-Cola and how they are shaking up marketing ranks...
by admin | May 6, 2014 | Brand strategy
Weight Watchers International, Inc. (NYSE: WTW) today announced that Wieden+Kennedy has been selected in the U.S. to take the lead in redefining the brand, building the brand strategy and developing creative ideas to be executed across channels. This move consolidates advertising creative development with Wieden+Kennedy. “We have such tremendous potential to combine the strength and trust of the Weight Watchers brand with the powerful and emotional benefit we deliver to our members. We’re completely revamping the way we think about marketing and its role in our business, and we believe Wieden+Kennedy is the right partner to reinvent how we go to market. Wieden+Kennedy continues to set the standard for breakthrough work and we look forward to partnering with them,” said Lesya Lysyj, President, North America, Weight Watchers. Read more about Weight Watchers and their new brand strategy...
by admin | May 6, 2014 | Brand strategy
This corporate practice may have seemed bizarre a decade ago, but social media has quickly become one of the more important communication tools that a brand has as its disposal — especially one as image- and inspiration-driven as Four Seasons. The hotel chain has had exceptional success on Pinterest where, according to Pinterest’s case study on Four Seasons, the hotel brand experienced “a 1,000% increase in daily average visitors and a 1,700% increase in daily average clicks to its website.” Rather than limit itself to property photos or promotions, the brand chose to project a lifestyle including food, fashion and general travel. To do this, Four Seasons’ social media team keeps tabs on luxury travel and trends online and incorporates them into its own pages, explains Elizabeth Pizzinato, senior vice president of marketing and communications at Four Seasons. Find out more about how Four Seasons is improving their Pinterest strategy...
