If you're like me, you likely have stacks of business cards you've collected at various networking events, sitting on or in your desk. While they serve at the time as trophy proof that you made some connections at an event or meeting, the contents usually end up in an electronic database of some sort, for easy retrieval later and follow up. In fact I've encountered a couple … [Read more...]
Dove patches: from tricks to truth & remaining true to their positioning
I'm a huge fan of Dove. I love the approach they have taken over the last 11 years with their "real beauty" campaign, advocating empowerment and beauty from within. I've commended them many times for remaining true to a big idea, as part of their brand values. That said, they've taken some heat with their latest campaign installment called Dove patches. It was launched … [Read more...]
Disruptive “first kiss” content marketing: taps emotion, vulnerability & voyeurism
This week Melissa Coker did what most advertising industry folks would have thought impossible. On a budget of $1,500 (and she only actually spent $1,300), she created a content marketing viral video sensation for the fall line of her LA based fashion label, Wren, that as of March 24 had achieved well over 69 million views on Youtube. The 3-minute video, shot artistically in … [Read more...]
People don’t choose brands, they join them
People don’t CHOOSE brands, they JOIN them. That’s a pretty powerful statement if you pause to think about what it actually means. “Choosing” is about making a selection for now. It’s transactional and it may or may not be repeated. “Joining” is about commitment, now and into the future. It’s about being with others who share you interests and values. The notion of … [Read more...]
Hotel overstay policy that challenges convention: A brilliant transparent promotion
Good relationships are based on honesty, and building relationships is at the core of a strong business. Yet for some companies, true transparency, and by default, apparent honesty, can seem lacking when guised in corporate policy. We now seek out brands that are honest, flaws and all, because it feels like we can trust them more. For a brand, being transparent and … [Read more...]
