I love disruption. Not many people can say that. Disruption is a breath of fresh air to rituals and expectations. Leveraged well, disruption is an amazing marketing tool. Take REI in America. They chose to CLOSE their store on Black Friday, the day after Thanksgiving, traditionally the busiest shopping day of the year in the US. While some accused the retailer of … [Read more...]
Marketing disruption: Hans Brinker Hotel claims “worst hotel” status
Disruption can be a powerful tool. The Hans Brinker Hotel in Amsterdam claims to be the worst hotel ever. In fact, an official line from one of their ads claims, "The Hans Brinker Hotel in Amsterdam. It doesn't get much worse." Without apology, they have made a successful business out of being awful. Click here for a first hand look at that housekeeping commercial. It will … [Read more...]
How #WestJetChristmas Miracle 2015 earns authenticity in the jaded airline space
Leading brands know who they are, and more importantly who they ARE NOT. They are conscious of what matches their style and resonates with their audience. They find authenticity in the space that they occupy. Westjet is one of those brands. Westjet has been doing the Christmas miracle since 2012, an annual feel good campaign of sorts, that spreads good cheer in their … [Read more...]
3 ways to leverage your content
Most folks understand that having fresh content for their website, blog, newsletter or podcast is important. They know they need something to engage customers with on social media, to feed SEO or to attract the interest of earned media. But the stumbling block is often actually producing that new content. While fresh is great, recycling, leveraging and reusing content … [Read more...]
Russian disabled parking campaign uses 3 components of great storytelling
It's hard to believe it's Nov 2nd. I was out last week on a pumpkin retrieval mission with my daughter leading up to Halloween. Last year I left it too late and the only thing left was an oversized and overpriced green and white squash, which we carved into Casper the ghost, given its kidney shaped figure. After three stops and sold out pumpkins, it was starting to look like a … [Read more...]
