12
Nov

Big Corporations: Y U No Use Social Media?

Apparently, social media use among major corporations is on the decline. According to a new study, only about 60% of Fortune 500 companies use Twitter and/or Facebook to further brand interaction… and even more surprising, only 25% of the Fortune 500 maintain a company blog. Why have big brands seemingly given up on social media?

  • Lack of immediate returns. It’s the question every social media enthusiast dreads: “What’s the ROI on this stuff?” What’s the ROI on your office phone, Chairman? Social media is a tool that brands can use to engage with their customers immediately, frequently, and meaningfully. It’s not a simple investment with a set end date that will magically make you rich. It’s an ongoing method of communication with the people who write your paychecks: the consumers.
  • They don’t want to associate with “bad” comments. Big companies take big risks when they expose their brands to the potential slings and arrows of the social media community. A few negative comments might pop up on your Facebook wall. You might even see a critical Tweet or two. But while you may feel like these “negative” interactions are hurting your brand, wouldn’t you rather be a part of the dialogue than not? At least you have the chance to respond, refute, and repent if you’re in the game. Discussion of your brand is going to happen whether you want it to or not. You may as well be in the fray.
  • It’s too hard to keep up. Do we need a Google+ profile? What’s foursquare and why does it matter? How do we engage our Facebook fans on a daily basis? This point is actually quite justified— it’s difficult to create and master a social media voice for brands. There are quite a few moving parts, and those parts are ever-changing. But one way that Big Brands can stay on top of things is by declaring and owning one or two different channels. If you want to be a Facebook/Twitter brand, then share and comment your heart out. If you want to own blogging and thought leadership, post regular high-quality updates and engage on similar industry blogs. Yes, it’s tough to keep up with the latest social media trends. But if you pick one outlet for your brand to master and completely own it, your customers will see that you’re serious.

While it may seem like the “social media for big brands” fad is waning, I think it’s just a reorganization of priorities. They’ve all seen how these tools work, and (hopefully) they have people on staff who know how to utilize them for maximum efficiency. Facebook isn’t right for every brand. Twitter can’t be a unilaterally helpful marketing application. It’s up to each individual brand to reflect and determine which aspects of social media are most useful to them. Once we reach this next plane of adoption, I think we’ll be seeing some of the most interesting and unique social media efforts that big brands have launched yet.

30-Day Challenge #8

6 notes social media / brands / branding / marketing / corporations / advertising / digital / facebook / twitter /
10
Nov
Be like Cinque Terre. Authenticity. Quality. Engagement. Cinque Terre is a portion of the western coast of Italy, made up of five small villages carved into the hills and cliffs at the water’s edge. The landscapes are strikingly beautiful, and the villages are connected by both a rickety (and FUN) train and a winding hiking path that makes for a great half-day adventure. The towns, like Vernazza in the picture above, look like they could be miniature models or movie sets. The seafood is fresh and delicious, the locals are friendly, and as anyone who has been disappointed by the “touristy-ness” of a place like Pisa can appreciate— it’s authentic. A few weeks ago, my friend and fellow traveler Jessica posted a link on my Facebook wall to an article about recent storms nearly wiping out the villages of Cinque Terre. It’s an incredibly sad turn of events, and I really wish the disaster had gotten more attention internationally. It got me thinking about my visits to Cinque Terre, and how distinctly those memories appear in my mind, even years later. And because I have a compulsive tendency to think of everything in terms of marketing and branding, I realized that the warm fuzzies triggered in my brain by Cinque Terre are the same as the ones sparked by beloved brands. What makes Cinque Terre so memorable, and how can your brand mirror that success? Authenticity- 5Terre is legitimate in every way. The streets, alleys, and storefronts of each village are impossibly old and full of character. There are no street tents with meaningless, cheap tchotchkes. A big part of the Cinque experience is feeling like you’ve stumbled upon a hidden gem of Italy, away from the beaten path of traditional tourists. Brand takeaway: Create something original and real to share with your people. Make them feel like they’ve discovered something special every time they interact with your brand. Quality- Every slice of pizza, dish of pasta, and glass of wine you enjoy in Cinque Terre is the best one you’ve ever had. I’m sure the setting and the people play a large part in this experience, but it’s still clear that the people of Cinque take immense pride in their villages and the goods that come out of them. And because this area is the birthplace of pesto and home to lemon groves, pine nut trees, and seaside vineyards… those goods are great. Brand takeaway: Get passionate about quality. Approach your product with the attitude of an artisan, regardless of the scale of production. It’s a law of economics: smart consumers will buy the highest-quality product available at a given price. Be that product. Engagement- Cinque Terre is home to some of the friendliest and most engaging locals you’ll find in all of Italy. The kindly old man who runs the hostel is an expert on your hometown, wherever it might be. The owners and waitstaff of any cafe or restaurant will gladly take the time to explain (in great detail) where each ingredient of your seafood pizza came from. The shopkeepers will help you pick out the perfect bottle of cheap wine to sip while sitting on the rocks overlooking the ocean while the sun sets. In short, they make you feel like you belong. Brand takeaway: Get to know the people that use your brand. Strive to provide them with some level of personalization wherever possible. It can be as simple as tailoring a new order based off of what they ordered last time. Give your people an indication that your brand recognizes them as more than a dollar sign (or at least acknowledge that a person exists behind the dollar sign). Cinque Terre has left an impression on me that is unmatched by any other travel experience I’ve ever had. I talk about it anytime the opportunity arises (as evidenced here), and always encourage those I meet to make it a point to visit someday. A great brand can and should inspire that same level of passion. And while the floods that have damaged Cinque Terre are disastrous and tragic… it’s because the Cinque Terre experience and spirit is so strong that I believe those scrappy villages will be back to their old selves in no time. Which “places-as-brands” are the strongest in your mind? How can traditional brands replicate the experience of being somewhere incredible? 30-Day Challenge #6

Be like Cinque Terre. Authenticity. Quality. Engagement.

Cinque Terre is a portion of the western coast of Italy, made up of five small villages carved into the hills and cliffs at the water’s edge. The landscapes are strikingly beautiful, and the villages are connected by both a rickety (and FUN) train and a winding hiking path that makes for a great half-day adventure. The towns, like Vernazza in the picture above, look like they could be miniature models or movie sets. The seafood is fresh and delicious, the locals are friendly, and as anyone who has been disappointed by the “touristy-ness” of a place like Pisa can appreciate— it’s authentic.

A few weeks ago, my friend and fellow traveler Jessica posted a link on my Facebook wall to an article about recent storms nearly wiping out the villages of Cinque Terre. It’s an incredibly sad turn of events, and I really wish the disaster had gotten more attention internationally. It got me thinking about my visits to Cinque Terre, and how distinctly those memories appear in my mind, even years later. And because I have a compulsive tendency to think of everything in terms of marketing and branding, I realized that the warm fuzzies triggered in my brain by Cinque Terre are the same as the ones sparked by beloved brands.

What makes Cinque Terre so memorable, and how can your brand mirror that success?

  • Authenticity- 5Terre is legitimate in every way. The streets, alleys, and storefronts of each village are impossibly old and full of character. There are no street tents with meaningless, cheap tchotchkes. A big part of the Cinque experience is feeling like you’ve stumbled upon a hidden gem of Italy, away from the beaten path of traditional tourists.
  • Brand takeaway: Create something original and real to share with your people. Make them feel like they’ve discovered something special every time they interact with your brand.
  • Quality- Every slice of pizza, dish of pasta, and glass of wine you enjoy in Cinque Terre is the best one you’ve ever had. I’m sure the setting and the people play a large part in this experience, but it’s still clear that the people of Cinque take immense pride in their villages and the goods that come out of them. And because this area is the birthplace of pesto and home to lemon groves, pine nut trees, and seaside vineyards… those goods are great.
  • Brand takeaway: Get passionate about quality. Approach your product with the attitude of an artisan, regardless of the scale of production. It’s a law of economics: smart consumers will buy the highest-quality product available at a given price. Be that product.
  • Engagement- Cinque Terre is home to some of the friendliest and most engaging locals you’ll find in all of Italy. The kindly old man who runs the hostel is an expert on your hometown, wherever it might be. The owners and waitstaff of any cafe or restaurant will gladly take the time to explain (in great detail) where each ingredient of your seafood pizza came from. The shopkeepers will help you pick out the perfect bottle of cheap wine to sip while sitting on the rocks overlooking the ocean while the sun sets. In short, they make you feel like you belong.
  • Brand takeaway: Get to know the people that use your brand. Strive to provide them with some level of personalization wherever possible. It can be as simple as tailoring a new order based off of what they ordered last time. Give your people an indication that your brand recognizes them as more than a dollar sign (or at least acknowledge that a person exists behind the dollar sign).

Cinque Terre has left an impression on me that is unmatched by any other travel experience I’ve ever had. I talk about it anytime the opportunity arises (as evidenced here), and always encourage those I meet to make it a point to visit someday. A great brand can and should inspire that same level of passion. And while the floods that have damaged Cinque Terre are disastrous and tragic… it’s because the Cinque Terre experience and spirit is so strong that I believe those scrappy villages will be back to their old selves in no time. Which “places-as-brands” are the strongest in your mind? How can traditional brands replicate the experience of being somewhere incredible?

30-Day Challenge #6

7 notes marketing, / branding / brand / cinque terre / travel / vernazza / italy /
8
Nov

Ad Title: “Cheeeeese” — for Hardee’s Cheddar Biscuit

I find this ad inexplicably hilarious. I don’t know if it’s the ugly-cute family, the harmonizing of the word “cheese”, the simultaneously puzzled and fearful reaction shots of the guy eating the biscuit, or just the pure awkwardness of the entire situation, but it’s a rare example of a commercial that absolutely hits me in just the right way. It’s just… FUNNY. That being said, I can definitively say that I’m not going buy a Hardee’s Cheese Biscuit. Probably ever.

And therein lies the problem with funny.

Carl’s Jr./Hardee’s (anyone know the deal on that?) is known for its offbeat, zany, sometimes-sexually-suggestive ads. The most recent agency I could find for the brand is Mendolsohn Zien, and their site would lead one to believe that they are still the minds behind this sort of outlandishness. But while the two fast food chains have staked a significant claim on edgy/sexy ads, are they really doing anything unique here?

Quick serve restaurants have traded on funny for a long time, so much so that both Wendy’s and Burger King have dropped most humor in recent years and instead launched campaigns focused on freshness and quality. Holy regicide— BK even dropped the King. It would seem these brands figured out that bringing the funny didn’t necessarily bring the money. They may be on to something.

Funny works great for getting people engaged and making the ad memorable. But too often ads will sacrifice a point of differentiation, a call to action, or a simple truth in favor of a cheap laugh. Why abandon all of the things that are proven to make people want to buy your product? That’s where funny fails.

That isn’t to say that funny has no place in advertising. In fact, in has a huge place. Take Allstate’s “Mayhem” series. It’s clever. It’s situational. It’s relatable. The humor relies on the audience making a connection. And most importantly, it communicates a legitimate benefit of the product being sold. Allstate protects you from mayhem. Other cut-rate insurance companies don’t. Funny done right.

I said before that the Hardee’s ad wouldn’t get me to buy a Cheddar Biscuit. I was being a little hard on them. The ad is fine. It’s a quick laugh, the family is cheesy, they’re saying “cheese,” and it’s a perfectly serviceable way to introduce a new fast food item. But with giants like Wendy’s and BK turning to “quality” as a point of differentiation, and Allstate crafting darkly funny ads that are also somehow effective… the easy laugh shouldn’t always be a fallback for brands looking to make an impact. Give the consumer a real reason to believe.

30-Day Challenge #4

3 notes hardee's / cheesy / advertising / humor / funny / marketing / commercial / branding /
3
Oct
We’re constantly being reminded that the branding game has changed. Social isn’t just a tactic, it’s a revolution. Conversations are king. But now, it’s finally time to quantify shift in the marketing realm. Fast Company has teamed up with branding firm Mechania to create The Branding Forward Project, an ongoing brand barometer of sorts that measures exactly how marketeers, creatives, ad men, and other professionals view these revolutionary changes. The project already includes input from hundreds of respected industry types, with more being added every day. The above image is just a taste of the findings thus far. As you can see, we’re reaching some interesting conclusions. Consistency is out. Engagement and inspiration are in. The results of the Branding Forward Project are a must-read for anyone even tangentially invested in marketing, social media, and business in general.  

We’re constantly being reminded that the branding game has changed. Social isn’t just a tactic, it’s a revolution. Conversations are king. But now, it’s finally time to quantify shift in the marketing realm.

Fast Company has teamed up with branding firm Mechania to create The Branding Forward Project, an ongoing brand barometer of sorts that measures exactly how marketeers, creatives, ad men, and other professionals view these revolutionary changes. The project already includes input from hundreds of respected industry types, with more being added every day.

The above image is just a taste of the findings thus far. As you can see, we’re reaching some interesting conclusions. Consistency is out. Engagement and inspiration are in.

The results of the Branding Forward Project are a must-read for anyone even tangentially invested in marketing, social media, and business in general.  

1 note fast company / marketing / advertising / branding forward project / social media / branding / mechania / business /
29
Sep

DC Comics: Rebranding en Masse

Superman's New Shirt & Jeans Combo

This month, DC Comics relaunched all 52 of their ongoing properties. And while I’m not a big comic book fan beyond the occasional piece of film inspiration, the way “The Killing Joke” was a basis for Christopher Nolan’s “Dark Knight,” I find DC’s decision fascinating and straight up gutsy from a branding standpoint.

The massive relaunch incorporates character redesigns, plot retcons (“That stuff that happened? Never happened.”), and resetting all issue numbers back to #1. “True” comic fans are used to this kind of creative flux at this point, but writers and artists have never tinkered with origins and personalities of beloved heroes on this scale before. There’s already been strong feedback on some of the decisions, but when you’re dealing with characters that are anywhere from 20 to 70 years old, isn’t an refresh or two in order?

These properties are all brands at their core. Some of the most beloved and defined ones around, at that. No matter the incarnation, Superman will stand for truth, justice, and the American way. Batman will always seek vengeance on criminals, but retain a strong moral code. Does it matter if the packaging changes?

This is about bringing some new-found attention to these characters, reaching the uninitiated youth of today, and casting off the weighty years of backstory and brand associations in order to pursue new adventures. Sound familiar? Every legacy brand deals with the same issues.

Pepsi: Old and New

When Pepsi completely overhauled its brand a few years ago, a lot of people recoiled. “It looks too generic,” “The swoop is weird,” etc. But the new look came with a new idea: Refresh Everything. The rebranding coincided with the Pepsi Refresh Project, a novel take on corporate social responsibility that’s still running strong after years of promotion.

Refresh wasn’t about a new logo for Pepsi, it was about embodying their core values in a more effective way. Young. Fun. Different. Pepsi’s refresh kick-started that new conversation, and helped moved it away from the classic Coke comparison to one about how the brand interacts with the world.

DC is hoping this relaunch can do the same thing for their properties. New looks and new stories that still embody the classic DC archetypes while paving the way for new interactions between their brands and those who love them. It’s no easy feat, but it’s a necessary one for any brand hoping to stay relevant.

Batman & Robin Go Edgy

(Source: )

1 note DC relaunch / DC comics / superman / batman / pepsi / pepsi refresh / pepsi logo / rebranding / branding / brand / new DC / advertising /
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