Tagged 'branding'

How to Stand Out When Everyone Claims to be Unique

Posted by Jeffrey Fleischman on January 20th, 2015 at 9:00 am

I recently attended a client meeting and the topic we were discussing centered on their brand and value proposition. Within a few minutes the discussion centered on what made their company different from their competitors. There was much discussion and debate, at times heated, that they were “unique.” So I asked, what makes you unique? What followed was a laundry list of accolades and proclamations why they were different and better than their competitors. After politely listening to this I simply replied, “you’re not unique.” To their chagrin they doubled down and made impassioned statements to substantiate their uniqueness. I listened patiently and when they finished I politely repeated, “you’re not unique,” in fact all your competitors make the same claim so how does a client discern who is unique?
The vast majority of companies, mainly service oriented ones, is that you’re not unique and as hard you try to convince others that won’t change. There may be some degree of differentiation in delivering an outcome however all your competitors will claim to produce the same results. When you’re in front of a customer or prospect your firm is one of many making the same claims and likely using the same... Read more

Design Visual Content that Gains Brand Attention

Posted by Winnie Brignac Hart on December 2nd, 2014 at 3:49 pm

Creating synchronized visual content for all your social networks is an important part of gaining brand attention and recognition. Here are the top five ways to make your social profiles and visual content align to emphasize your brand and grab your audience’s attention.
Tips for Branding Your Social Media Profiles and Posts
#1. Create Coinciding Profiles and Covers
Be consistent across all social avenues to gain recognition and success. Use the company’s logo or a variation of the logo for each social profile picture. Choose a cover image that coincides with the profile image as well.
#2. Create Watermark Guidelines
When using a logo or other icon with images, create guidelines regarding size and placement. Consistent logo sizes and placement are key to appearing legitimate.
#3. Limit Fonts and Colors
Limit fonts and colors to two or three for the majority of marketing and advertising. Reflect the company’s brand by creating fonts and themes that coincide with its identity. Consider what kinds of feelings you want your audience to evoke. Fun/Loud vs. Serious/Delicate
#4. It’s All in the Image
Since 90% of information is transmitted to the brain through visual representation, you will benefit from images with great design. Rely less on words and let the image or design convey... Read more

6 shared characteristics of contagious content

Posted by Bethany Simpson on November 20th, 2014 at 9:22 am

tl;dr: Jonah Berger has identified six reasons things (ideas, branded content, rumors) get shared.
When a book hits No. 1 on both the New York Times and Wall Street Journal best seller lists, and wins Amazon's "Best Book of the Year" award, you know it struck a chord. Jonah Berger's "Contagious: Why Things Catch On" says it take more than advertising to make something popular. We spoke with Berger at ad:tech NY 2014 about the six basic principals that drive ideas and content to be contagious.
"If you're jelly, what's your peanut butter? What's the thing in the environment that's going to trigger people to think of you?" - Jonah Berger

6 shared characteristics of contagious content

You can't predict which content will go viral, but there are factors that are reliably linked to success. Jonah calls them the 6 STEPPS: Social Currency, Triggers, Emotion, Public, Practical Value, and Stories.

The importance of tribes in content going viral

The problem with social media is finding something everyone will like. People share what they have in common with small groups.

(Link to panel discussion coming soon.)

3 reasons "The Tipping Point" is wrong

We asked Jonah, by his definition, what video title would have a good chance of... Read more

3 tips for brands that want to go big on BuzzFeed

Posted by Bethany Simpson on November 19th, 2014 at 2:38 pm

tl;dr: If you are working in branded content, you need to take authenticity seriously.
If you want to tap into BuzzFeed's 150 million monthly uniques, you can't wing it. Audiences can sense if content was created by socially-fluent insider, or someone with a cursory understanding of the community vibe. We spoke with BuzzFeed's senior director of creative services, Melissa Rosenthal, at ad:tech NY 2014 about the best ways brands can take advantage of content opportunities on the internet giant, what it looks like when brands are trying too hard on BuzzFeed, and the most important consumer media habits brands need to be ready for in 2015 (and beyond).

3 tips for brands that want to go big on BuzzFeed

What it looks like when a brand is trying too hard on BuzzFeed

Before planning your content, make sure you're "a student of the internet." Otherwise it could be obvious your brand is playing in a community it doesn't understand. Goodbye trust.

New consumer habits brands need to be ready for in 2015 (and beyond)

"I never feel like I work in the same industry for more than three months," said Rosenthal, commenting on the rapid evolution of consumer likes and habits. Here are the most important... Read more

Startup Marketing Conference: Storytelling Rules Marketers Need to Know

Posted by Kent Lewis on October 23rd, 2014 at 3:32 pm

At the Startup Marketing Conference, the early afternoon panel on social media and storytelling included the following experts:
Colleen Pettit, Digital Media Manager, DoubleClick (panel host)
Todd Wilms, VP Digital, Neustar
Olivia June Poole, Director of Community Development, RocketSpace
Brewster Stanislaw, CEO and Co-Founder Inside Social

The first question related to content being king and how important it is overall. Stanislaw guided startups to focus on who the content is being produced for and how it can best be distributed. Poole reminded everyone that storytelling is more difficult when you don’t have an existing users, so it is important to get the stories out there early. Wilms took a more jaded approach, and cautioned against content for content’s sake. Take the time to find your voice before ramping up content.
The second question related to finding your story as a startup. Poole suggested interviewing early adopters to find out why they appreciate the product. Sans users, focus on education and thought leadership to start to build your story.
The third question addressed the conundrum of outsourcing content development to agencies or others vs. building it in-house. Poole indicated that agency partners are a luxury, so use them wisely (learn from them then do it on your own).... Read more