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Let’s face it, it’s not too unusual to run into corporate communications that feel impersonal and distant from a customer’s point of view.
So, it's no coincidence that agencies use the word ‘humanising’ over and over again when providing advice on brand messaging.
Putting aside any possible scepticism towards the seemingly volatile concept, humanising customer interactions must be the ultimate mission of any modern brand, which should empower its brave employees to shake off any robotic feel customers may perceive in their interactions with the company.
If there is one thing job candidates are becoming better and faster at, that’s gathering information on social media about companies they might want to work for.
From friends of friends who work at an organisation, to Instagram photos showcasing glimpses of company’s culture & life, there are a number of ways for recruits to find out more about their future employer.
Ugg is launching a multimedia campaign, promoting its footwear as part of an idealised lifestyle.
Check out the video embedded below to get an idea of the brand position (the ad feels like a sort of gooey Guinness advert crossed with a Lands End catalogue).
With this new campaign afoot (no pun intended), I thought I’d take a look around the brand’s web presence and see how it stacks up.
The conclusion is that there's a lot to improve upon in Ugg's digital strategy. Part of maintaining a premium lifestyle brand is doing digital well. Having said that, no doubt the new campaign, with its well produced videos, will revitalise the brand if given enough media exposure.
For more on content in ecommerce, attend our Festival of Marketing, November 12-13th in London.
Airbnb rebranded earlier this summer and it was pretty hard to miss, at one point generating enough hundreds of thousands of tweets to top the global trends (partly due to its similarity to an existing company logo).
Recently I listened to some of the guys from DesignStudio, the agency behind the rebrand, talking about the joys and stresses of such a monumental project.
I thought I'd share some tidbits from their presentation and discuss what a brand and a logo means, as well as how one should go about changing it. I'll be concentrating on the creative side of the brief, as opposed to equally important considerations for those in the same boat, such as SEO (if you're picking a new name or slogan) etc.
So, what did a creative rebrand of Airbnb entail?
For more creative and branding stories, check out the Festival of Marketing, November 12-13th in London.
The top 10 list of storytelling brands in the UK usually includes Apple, Cadbury, IKEA and Walkers.
But looking at the annual list from AESOP, it's Virgin Media that jumps out at me as a storytelling brand that breaks the mould.
Here I round up some of its activity that falls into my nebulous understanding of storytelling.
Let me know if you agree.
It’s been well over a decade since the acronym BRICS was introduced into the marketing lexicon.
While steps from foreign brands entering these markets have been largely tentative to date, the World Cup means the eyes and curiosity of the marketing world are now firmly rising to the B of the BRICS, Brazil.
Brazilian culture and consumer spending power (not to mention football) can be beguiling, but brands trying to capitalise on the event need to be wary of succumbing to the dreaded FOMO: fear of missing out.
Is a world without ads possible? We’re already halfway there.
“What if there were no ads?” That was the question content marketers Robert Rose and Joe Pulizzi asked in an episode of their podcast, This Old Marketing.
It sounds like the start of John Lennon’s Imagine, but for marketers. What if there were just no ads?
Content marketing has only a loose definition; some think of it as informational content added to a website to improve search ranking, others see it as a way to drive traffic to a website from social.
Going a little further, many brands select a content niche that often has little direct relation to their products. Creating content like this often isn’t enough; at this stage, content marketing moves into sponsorship, patronage, charity, brand association and media ownership on a scale most brands only dream of.
So who is taking content to the next level, and what scale are we talking about?
Forget the message or single big idea, it may be rhythm that is the key to a consistent marketing experience.
Marc Shillum is a UX designer for a company called Method and last week he came to the Punch strand of our Festival of Marketing to discuss his theory regarding the effectiveness of considering brand as a fluid rhythmical customer experience.
Branding is both an art and a science and it's a living, breathing discipline that’s always changing. We can’t take a class, get a degree, and sit back on our laurels and say we’re brand “experts”. Even those of us who have been successfully making a living for a long time in building and managing brands need to stay on our toes.
That’s because we live in a world where there are unprecedented changes in technology, social media and consumer macro trends, and all of these have an impact on the way we create strong brands that engage our consumers.
The good news is there has never been a more exciting time to be a digital marketer. The bad news is that it’s never been more challenging.
That’s why if you’re going to be in the game, you’ve got to play to win and commit to continual learning.
One of the key characteristics of brands that are launched by entrepreneurs is that they leverage the personal passion and history of the founder. It’s hard to think of Starbucks without thinking of Howard Schultz, Zappo’s without Tony Hsieh or Virgin without Richard Branson.
Each of these founders has spent time building their businesses but also paying attention to their own brands and building up a reputation for credibility and expertise that goes beyond any one individual business venture. Many entrepreneurs tend to be serial entrepreneurs; they get involved in more than one venture.
Personal branding is particularly important here as odds are some of your ideas will be successful and some won’t. But you want people to continue to invest (time, energy, money) in you as an individual.
Let’s not kid ourselves: creating a brand can be complicated. (If you’re reading this, you likely know firsthand how complicated.) Not only do you need to decide what your brand stands for, what you want to provide consumers and how to convey your brand promise, you must identify who you want to use your product.
This is one of the most important decisions you can make. After all, brands are relationships, and like romantic relationships you need to make sure there are two mutually interested parties. You don't want to get into an unrequited love situation where no one is interested in what you are offering. This can be a very cold, lonely, and ultimately very unprofitable situation to be in. Healthy relationships involve two interested and equally committed parties. Unhealthy ones don’t – and rarely last long.