Tagged 'brand'

Q&A: Chris Lindland, CEO of Betabrand on Newsjacking HP T-Gate (Video)

Posted by Rick Mathieson on July 31st, 2015 at 10:51 am

Betabrand knows how to break news. Or at least break into it.
The San Francisco-based online clothing company has a history of newsjacking—it made a name for itself when Mark Zuckerberg met with Wall Street bankers in (what else) a hoodie. Zuckerberg's sister Randi stumbled upon Betabrand's $148 Executive Hoodie (think worsted wool) and inventories instantly sold out.
Fast forward to this week, and the small brand has made an art of fast-turn content marketing that this week included a one-take video capitalizing on reports that Silicon Valley legend HP was banning t-shirts in its engineering department to recruit some engineers of its own.
That was Monday. On Tuesday I told CEO Chris Lindland that he had a hit on his hands. By Wednesday Adweek and FastCompany had covered the video. And whether responding to it or simply the news reports, HP Human Resources felt the need to post its own video reassuring employees that the ban was just an unfounded rumor.
I talked with Chris again this morning about his amazing week—and what is says about effective content marketing in general—and powerhouse newsjacking in particular.
CLICK HERE TO LISTEN TO: Q&A: Chris Lindland, CEO of Betabrand on Newsjacking HP T-Gate
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A week of social media activity in the yogurt category

Posted by Doug Schumacher on May 26th, 2015 at 4:04 pm

Taking a weekly snapshot of social media activity helps put both posting volume and content scheduling in clear view. So to get a sense of what’s happening in the yogurt category, let’s take a look at the week of May 17 – May 23, 2015. Below is the breakout of posting and engagement activity for that week across Facebook, Twitter and Instagram.
The top two charts indicate that Facebook is the dominant network here. The Engagements chart shows Facebook driving the majority of engagement, despite having relatively low posting volume among the three networks. Furthermore, in the Engagements chart we see strong Facebook Engagement Rates, especially given the larger communities these brands have on Facebook.
Subject Analyzer for Yogurt Brands, Weekly View

The Posting By Day chart compared with the Engagements By Day chart shows an interesting phenomenon. Most brands are ignoring the weekends. However, we see Chobani posting to Facebook multiple times on Saturday. And, the Engagements By Day chart shows those posts receiving high engagement levels.
So let’s take a look at what Chobani is doing, using Zuum’s subject analyzer to assess all their posts for the week (below).
It’s interesting that they’re posting an even lower percentage of posts to Facebook than the industry overall, although Facebook’s share of total... Read more

The Secrets of Success with 3D Projection: Q&A with Go2's Adrian Scott (Pt 3) (Video)

Posted by Rick Mathieson on April 28th, 2015 at 5:37 pm

So how do you do 3D projection mapping right?
Go2 Production's Adrian Scott gets into the secrets of success with 3D projection mapping in part three of my recent conversation with him.
We'll hear about some of the Copperfieldian stagecraft he and his team used to pull off experiences like the one shown above, which was part of a project we worked on together for LoopNet and involved making a 10-story building disappear.
The effort went on to win Best 3D Projection Mapping Content at the 2014 Digital Signage Expo, and was part of an integrated campaign that won Best of Show: B2B Marketing at the Summit International Creative Awards
In addition to the main event, we'll get some insights on how to use video of your 3D projection as a social media lever long after the projector lights have gone dark.

CLICK HERE TO LISTEN TO: THE SECRETS OF SUCCESS WITH 3D PROJECTION - A Q&A WITH GO2'S ADRIAN SCOTT (PT 3)
(Approx 4:08)
PLUS:
LISTEN TO PART ONE: Move Over 3D Projection, 4D Projection is Here
LISTEN TO PART TWO: From Here to Holograms

Q&A: Go2's Adrian Scott (Pt 2): From Here to Holograms (Video)

Posted by Rick Mathieson on April 23rd, 2015 at 12:52 pm

Call it "ROI at the speed of 'Like.'"
In part two of my recent conversation with Adrian Scott, head of Vancouver-based Go2 Productions, we discuss why the real power of 3D projections like the ones shown in the highlight reel above isn't the display itself—it's what you (and passersby) do with it afterward via social media.
We'll also hear about some of the emerging technologies that will see 3D projection evolve into something closer to the Star Trek Holodeck—or at least like a certain scene in another fabled space opera.
CLICK HERE TO LISTEN TO Q&A: ADRIAN SCOTT, GO2 PRODUCTIONS (PART 2)
ALSO:
LISTEN TO PART ONE: Move Over 3D Projection, 4D Projection is Here

What’s on your Radar?

Posted by Winnie Brignac Hart on March 12th, 2015 at 12:20 pm

It’s a big sky out there – do you feel like you’re flying off the radar? Your role as a leader is to set the destination and the route, and keep the flight on course and running smoothly. There is a lot of turbulence – the key is to stay aligned on a strategic path instead of constantly reacting to unexpected detours.
Align Your Brand
You need a plan. A plan that keeps you on course and aligns your purpose, brand and strategy – this is what we call your True North. Finding your True North starts with assessing where you are in eight key areas: Strategic Alignment, Positioning, Distinction, Branding, Authenticity, Lead Generation, Messaging and Marketing.
What’s on your Radar?
Download the True North Radar assessment.