I remember the days when it was simple: advertising was coverage you paid for while publicity was coverage you got for free. (And yes, “free.”) Then content marketing came on the scene. Where does that fit in? A lot has been said on the subject, and while there are certainly some overlaps, I find it helpful to keep it simple. … Read More
Make Facebook’s Timeline Change Work for You
Facebook announced that it’s changing how content is served up in user news feeds. They’ll start to favor friends and family’s content over publishers. While direct posts from media outlets won’t be at the top of your newsfeed quite as frequently, content that is shared and liked amongst your friends and family will appear. This means that creating content that … Read More
A Closer Look at Specialized Social Media Content
Have you ever asked Why can’t I write one message for all my social media channels? Good question. One of the main reasons we want specialized content is because each social media outlet has its own culture and attitude. We want to fit in. Let’s look at the top three B2B channels: Facebook: Social site that has over one billion … Read More
Brand Semiotics & Audience Design
Semiotics is the study of signs and symbols and their use or interpretation. In the marketing sense, it looks at how consumers interpret imagery and the relationship that interpretation creates. When you see a gecko, what do you think of? Chances are, you think of the insurance giant Geico. You also, whether consciously or not, think funny, cute. Geico has … Read More
Maintain Brand Authenticity
Your agency comes to you and says they have a campaign that is “out of the box!” “attention grabbing!” Great! That’s what you want — right? Maybe not. The answer depends on your brand strategy. In an atmosphere where web links serve not to provide good content but to get you to click (an actual tactic called “clickbait”) and single … Read More
Managing the Creative Process
Many companies out there promise to drive down the cost of doing business. And some probably do. But I think there are some basic steps agencies can take to help keep their projects on time and on budget. Namely, they should develop a strategic brand map. I’ve written at length what a strategic brand map can accomplish for the brand … Read More
Purell: A Case Study In Strategy
Adweek recently published an article on the PURELL brand’s success. We played a role in its early success, and it’s exciting to see the brand sustain its effectiveness. PURELL’s parent company is GOJO, who produces products for healthy skin and on-the-go hygiene solutions. A privately owned company, GOJO is a global leader in hygiene production and marketing. Our challenge involved … Read More
Will You Keep Your Brand Promise?
It’s February. Have you kept your New Years resolutions? One resolution we, as brand marketers, need to keep in order to be successful is our brand promise. Last August, I went through the four Brand Attributes, of which your brand promise is one. And it’s an important one. Your promise represents the benefits your brand communicates to your customer. Because … Read More
Extending the Product Life Cycle; The Evolving Product Claim
Surely we’ve all seen the Cialis commercial where two people are in a bathtub looking out at the sunset, hoping that the male won’t suffer from erectile dysfunction (ED). Then the ad calls out that the product can help manage benign prostatic hyperplasia (PBH). This got me thinking about product claims. When consumers compare products, what are they comparing? They’re … Read More
Content Marketing: Establish Credibility
Content marketing, according to the Communication Advertising Marketing Foundation, was 2015’s most important digital marketing trend. As we close out the year, let’s look at this important marketing strategy. Remember that it is a strategy — or at least it should be. Marketing basics applies here too: what is your brand essence? Who is your audience? How will we measure … Read More