Permalink Freelancing isn’t easy: you’re the only person around to do all the administration, finance, and the actual work you’re contracted to do. It can be very daunting when you start out wearing so many hats. It’s very tempting to make decisions that are short term – like recording your hours by hand in […]
Permalink Skittles does it. Oreo does it. Everyone on Earth knows Old Spice does it. Could your brand successfully harness the power of humor? There’s a reason that marketers refer to real-time marketing success as an “Oreo moment.” When Oreo posted their blackout image during the Superbowl, they were using humor to defuse a […]
Permalink In the last five years, “cause marketing” has been a hot trend to help raise the profile of brands without touting the brand’s core value proposition, but adding a charity to your brand is not a magic bullet for garnering positive brand association. Your charity could be polarizing in some way, off-brand, or […]
Permalink Traditional wisdom says that anything worth having is worth working for. However, we live in a world where more and more items are available to us free or at low cost in a digital format, so much so that consumers are spoiled by having easy access to too many choices. Welcome to the […]
Permalink For many, the first they heard of Tumblr was either when they were bought by Yahoo! last year or through one of Tumblr’s many hilarious one-topic blogs like “Texts from Hillary,” “Dog Shaming,” or “Reasons My Son is Crying.” But did you know that the seemingly frivolous platform is host to more than […]
Permalink Reverse engineering is a phrase that often evokes a cloak-and-dagger operation of a person taking another person’s invention apart piece by piece and figuring out the magic behind it. The reality of reverse engineering is that it’s often done by companies to their own products with the objective of finding a better way […]
Permalink It’s the punch line to every social media joke: “It will go viral.” While some of your campaigns may very well go viral, or get a high degree of sharability, the reality is that viral campaigns comprise less than 1% of all campaigns run at a given time. Add to that the capriciousness […]
Permalink In 2013 the digital advertising space grew up. Even medium-sized brands began to wade into digital campaigns with a polish that showed a maturity in approach toward the medium. Of course, there were many breakthrough campaigns this year, and some of them made lots of headlines, like Oreo’s real-time update during the Superbowl […]
Permalink The social web is a powerful tool for consumers. It enables them to find exactly what they need, and even find out why other people like or dislike the very thing they are searching for. It’s a double-edged sword, however – one that can tank a brand quickly in public perception. Even brands […]
Permalink The social media landscape has an unprecedented upside: you can raise your company’s profile and you can build a fan base for yourself by simply engaging others in your content or opinion. It’s not always clear, however, how to go from a “Twitter nobody” to an “influencer” on social media. There is a […]