Tagged 'b2c marketing'

Social Currency as Catalyst for B2C Communications

Posted by Gerhard Jacobs on March 4th, 2014 at 1:08 am

Social currency runs like a thread throughout all interaction. The more you engage the better you will become at engaging – a common truth, yet one that is seldom revered in business.

When Crisis Communications Bleeds Into Community Support

Posted by Adam Leiter on April 3rd, 2013 at 7:07 am

The recent battle of claims and data between Elon Musk/Tesla and the New York Times showcases a unique crisis communications situation. What's the best way to handle a crisis of "he said-they said" before it spirals out of control?
At some point in their career, every communications professional needs to handle at least a few crisis situations on behalf of a client. All things being relative - whether it’s a disaster like the BP oil spill, a trolling commenter on your brand’s Facebook page, or an executive giving out embargoed information too early – the way you initially respond will set the tone for everything that follows. It’s all about being prepared to the best degree, and then maintaining as much control as possible.
But in some cases, keeping a loose grip on that control and relying on trusted advocates to speak on your behalf can be more effective than any prepared statement.
An example of this recently played out between Tesla’s CEO Elon Musk and the New York Times. When Musk went on the attack against a negative review of the company’s East Coast charging station, first via social media, then by blog, and eventually (perpetually?) even further, his response quickly incited a crisis spiral.... Read more

One Thing Brand Marketers Can’t Forget When Making New Year’s Resolutions

Posted by Alison Kessler on January 4th, 2013 at 8:08 am

Whether you focus on B2B or B2C, brands today have the ability to become their own media companies. With that in mind, there are lessons to learn from Mashable’s recent article, “4 Things Media Companies Must Do… Or Die.”…which I’ll re-categorize at this point in the year as “New Year’s Resolutions for Marketers.”
It seems that ever since the advent of mobile devices, brand marketers have been scrambling to keep up. In the early days of online advertising – and even more recent ones – advertisers simply transferred the content of their more traditional ads onto mobile devices and wished really hard that consumers would latch on. But as we have learned over the years, nothing worthwhile is that simple.
The consumer who clicks on an ad when surfing the Internet taps a different ad on his iPad. But even if the consumer does see your brand’s ad, who’s to say it’s effective? Learning what it takes to make a compelling ad is just as daunting as what form it should come in.
Whether you focus on B2B or B2C, we already know the overused-at-this-point-phrase that “content is king,” but what that really means is that brands today have the ability to become their... Read more

Neither Shaken Nor Stirred, How Bond’s Brand Stayed True While Changing

Posted by John Strain on November 12th, 2012 at 10:10 am

We've been on a James Bond kick recently, and with Skyfall breaking the record for biggest Bond film opening weekend, it's worth discussing how the brand has evolved.
More than once in my relatively brief advertising career, I’ve heard the words “It should be sort of… sort of James Bond-ish.” or “You know Double-O seven s%@*, man.” The iconic character that became a brand has evolved into an adjective. And this is the greater truth. After almost 60 years of being in existence, the James Bond brand is one of the most easily recognizable and desired the world over.
Class. Style. Technologically-advanced elegance with an edge. Women love him and men want to be him. So why wouldn’t companies want to hitch a horse to Bond’s proverbial wagon?
In fact they have been doing so for decades. Bond has hawked everything. From cars to cell phones, and airlines to eyelash curlers, big brands have been picking up the tab for Bond films since the conception of product placement.
Still, the premier of the new Bond film “Skyfall” this past weekend will mark a seemingly momentous occasion. And NO, not because it’s the first time Bond has reached for a beer instead of his classic vodka martini (It’s not... Read more

Seven Marketing Lessons From 007 Villains

Posted by Adam Leiter on November 8th, 2012 at 9:08 am

Much has been written about the simple mistakes that Bond villains make in allowing the nominal spy to escape and foil their evil plans. But along with recommendations to overcome previous superspy-killing bungles, there are marketing lessons to be learned.
With the film franchise’s 50th anniversary and the new James Bond movie, Skyfall, out this week, there’s a lot of excitement around the legacy of everything Bond. Beyond the drinking, fighting, intrigue, women, gadgets, fast cars, and espionage, there are the villains. What purpose would Bond and MI6 have if it weren’t for the deviant masterminds of nuclear, drug-related and generally destructive plots?
Aside from their schemes, these criminals are often successful entrepreneurs or high profile public figures who are bona fide geniuses. Much has been written about the simple mistakes that Bond villains make in allowing the nominal spy to escape and foil their evil plans. But along with recommendations to overcome previous superspy-killing bungles, there are marketing lessons to be learned.
In that spirit, here are seven marketing tips from 007 bad guys that can apply to your brand.

Don’t give away your secrets to the competition: The classic Bond villain mistake. Things seem like they’re going in your favor, so why not have a... Read more