by admin | Mar 17, 2014 | Brand targeting & positioning
We were excited to attend DX3 Canada this year because of the access it provided to smart people doing big things. YouTube’s Dave Coleman is one such example, and his session about brand success on YouTube did not disappoint. In less than an hour, Dave laid out a video production content structure that any brand can use to find and engage with their customers. Previously, I had written about Volvo’s ability to split its marketing objective to create video content that effectively targeted each stage of its sales cycle. Volvo created a perfectly executed awareness campaign built around Jean-Claude Van Damme’s ability to do the splits that drove attention to targeted explainer video snippets designed to actually sell $100,000 trucks. It worked beautifully. Coleman not only agreed with my take on Volvo during his session, but used the company as the perfect example of YouTube’s recommended content structure for brands. This structure contains three content buckets – Hero, Hub, and Hygiene – all of which should align directly with a brand’s content strategy (defined by what your brand stands for and what your customers are interested in). Here’s Coleman’s recommended content structure as exemplified by Volvo’s YouTube...
by admin | Mar 17, 2014 | Brand strategy
Creating a company image involves a lot of different moving parts, from design and copy to marketing and branding. These components work together to present the buying public with the most complete vision possible of your company’s mission and products. The world’s most recognizable companies have one thing in common: Their brand strategy always comes first. Apple, Google, Nike, and LEGO built empires on public perception. Take Apple’s identity away—that of a company providing products for creative people—and it’s simply any other computer company. Building a brand is so much more than the sum of its parts. When creating graphics, content, marketing campaigns, and web design, you may feel you need to choose any one of these over your brand strategy, even if for a short period of time. Before you set aside your branding standards to concentrate on any other part of your company, remember this: brand strategy always comes first. Read more about the importance of your brand strategy...
by admin | Mar 14, 2014 | Uncategorized
Esurance’s Super Bowl sweepstakes got a lot of attention, but the company’s marketing strategy uses technology in unique ways in the insurance industry. VP of customer experience and communications Lisa Ward explains how the company’s myriad partnerships and adoptions combine on a larger brand strategy. Find out what Lisa Ward had to say about Esurance’s brand positioning...
by admin | Mar 14, 2014 | Brand strategy
When you’re building your personal brand, you want to make sure you’re visible to the people who are making decisions about you. When building your brand on the Web, that means showing up on page 1 of search results for a Google search. Why? Because if you’re not on page 1, you’re nearly invisible. A Gravitate Online study found that 94% of Google users click on a first-page result, and fewer than 6% click on a page 2 result. So showing up on page 1 is essential if you want to get noticed. So how do you make that happen? Video. Read more about why you should add video to your personal branding strategy...
by admin | Mar 13, 2014 | Brand targeting & positioning
The world’s largest-selling brand of cigarette is under fire for allegedly encouraging teenagers to smoke. Marlboro, which is owned by Philip Morris International (PMI), is accused of targeting youngsters across the globe through its ‘Don’t Be A Maybe’ campaign. Each advert in the campaign features young people – with some pictured partying, snowboarding and playing the guitar. Read more about this Marlbor campaign and see images of the controversial Marlboro advertisements...
