There’s a reason most toothpaste is mint-flavored – and it has almost nothing to do with keeping your mouth clean.
HBO knows you’re using your cousin’s roommate’s sister-in-law’s log-in to watch Game of Thrones. It doesn’t really care.
Buyers are often looking for a little guidance on how to use your product or service. Sometimes you just have to give them an extra “plop.”
You may recognize the “I Hate Steven Singer” billboards and might know what they’re selling. But you probably don’t know the marketing story behind them.
In 1893, The Financial Times started printing on light salmon-pink paper. It was the most significant branding step the company would ever take.
The Maxwell House Haggadah is synonymous with Passover celebrations in America thanks to a clever bit of content marketing dating back nearly 90 years.
The Buck Club, with no members and no course, is one of the most talked about locations in the entire golfing community.
For today’s brands, “weird is the new normal,” Seth Godin argues. We asked a few of our weirdest staff members to share their thoughts on Godin’s manifesto.
How an April Fool’s Joke can increase sales and reignite a buzz in an audience.
While battles between competitors are typically best avoided entirely, Spotify’s microsite calling out Apple highlights the power of positioning and controlling the narrative.
When Octavius changed his name to Augustus, the rebrand sent a powerful message about how he planned to rule the Roman Empire.
The worldwide show of love and support for the Mars Opportunity Rover highlights the benefits of hte long-term approach to NASA’s marketing strategy.
Netflix’s $25 million Oscar campaign for its film Roma shows how even great brands have to work to stand out for industry awards.
The “Dewey Defeats Truman” headline is perhaps the most well-known newspaper screw up of all time. But its real marketing lesson is about how (and when) brands talk to their audiences.
An unfulfilling internship can be just as much your fault as the company that hired you.
The Fyre Festival was supposed to be known as the ultimate escape — a private island getaway of luxury and indulgence. It’s now known as a prime example of over-the-top marketing gone awry.
You don’t have to be a multi-industry conglomerate to benefit from building a game plan for how your products and services interact.
What if you had a Super Bowl commercial? If you had one minute in front of millions of potential customers and prospects, how would you spend it? What would you say about your offering? What would you focus on?
When Gillette released a new ad condemning toxic masculinity, the brand knew it was igniting controversy. But it’s ultimate goal is something deeper.
With a loyal customer base and a global name, Mastercard’s choice to update its logo keeps it fresh and relevant for the digital age.
What was every parent’s favorite electrolyte drink has now become every college student’s savior – Pedialyte began marketing at an older generation when they noticed a gap in the market.
Families across the U.S. waited all year for catalogs to arrive in the mail to start their holiday-season shopping, Sears banked on their Christmas Wish Book.
The story behind Pizza Hut’s Book It! campaign and how the brand used one executive’s passion to create a lasting marketing tool rooted in nostalgia.
The Got Milk? campaign was a runaway success by every measure – except the one that actually matters. It didn’t drive people to drink more milk.
Campbell’s can attribute the staying power of green bean casserole at Thanksgiving to a few key holiday marketing ingredients: consistency, simplicity and just a dash of nostalgia.
The MoviePass marketing team violated fundamental rules around delivering bad news to customers when it hid behind a cute puppy picture in a recent email.
How do you make an airport renovation announcement exciting and newsworthy? If you’re Denver International Airport, you start talking about lizard people and Illuminati overlords.
I’ve seen first-hand how a good internship can inspire students and kick-start a lifelong passion for marketing.
Reports of mass panic in the streets following the 1938 War of the Worlds radio broadcast had more to do with warring media outlets than Martian invaders.
On our fifth episode of “Wrong Story Short,” we discuss the wrong ways to run a trade show booth and how to actually create leads as well as media coverage without spending an arm and a leg on a spectacular booth.
When Guinness Book of World Records wanted to reach new customers, it stuck to its brand promise and helped other companies make their stories more newsworthy.
People for the Ethical Treatment of Animals (PETA) awarded Bradley Cooper its prestigious Compassion in Film Award. If you haven’t heard of the award, there’s a good reason why – PETA just created it.
While some people may not recognize the name, newsjacking is an established marketing tool. Here’s how B2B marketers can make the most of it.
What marketing lessons can other brands learn from Coca Cola?
When industry trends offer opportunities to reach new customers, companies have to strike the right balance between updating their brand and retaining the fundamental values that helped them stand out in the first place.
This is Us returns for season 3 on Tuesday, Sept. 25, at 9 p.m. After fans blamed a character death in last season’s finale on Crock-Pot, the brand created a clever campaign to reclaim its story.
Weather officials work to predict and quantify the dangers of a hurricane based on wind speeds using the Saffir-Simpson Wind Scale. But media and citizens often turn to The Waffle House Index.
Nike is a company that’s never been afraid to ruffle a few feathers. Its most recent move seems to be paying off.
What happens when your nonsensical ad slogan happens to rhyme with the city that just won the Super Bowl?
No target audience or client demographic is static. Understanding customers requires a steady stream of research and feedback into their mindset while keeping your own biases and assumptions in check.
Simply chasing the latest trendy platform is an expensive and resource-intensive approach to finding new ways to reach customers.
How do you keep a 170-year-old brand fresh?
If you’re grateful for “Dress Down Fridays,” you have the overheated workers of an archipelago in the Pacific and a smart marketing team to thank.
A Denny’s PR rep recently committed a major media relations faux pas – or so everyone thought.
Listen to Episode 4 of the Braithwaite podcast, Wrong Story Short.
It’s hard to imagine today, but there was a time when people weren’t interested in buying avocados – let alone paying extra for them.
Brands don’t have total control over how their messages are perceived and remembered.
When introducing a product or announcing a big new idea, most companies opt for a press release. Why not use a flamethrower instead?
In setting yourself apart from the competition, it pays to look at the entire customer experience.
Why would a brand with 60 years of recognition suddenly change its name?
Most brands need to innovate to stay competitive in their industry and relevant to their customers. But straying too far from what customers expect can clearly lead to trouble.
Are you strongly #TeamLaurel? Or squarely #TeamYanny? No matter which you are, you’re wrong. Because both are right.
Marketing plays a big role in how customers perceive your brand, but it’s ultimately a two-way street. Find ways to embrace and leverage how customers use your products and services rather than fight against it.
The best marketing campaigns don’t create something brand new. They capture a familiar feeling in a new or compelling way that your customers can relate to.
Listen to Episode 2 of the Braithwaite podcast, Wrong Story Short.
Even the best business strategy won’t work if it’s not supported by and compatible with a strong company culture.
Think beyond the products or services you offer. Look at the experience customers get from your brand and come up with big ideas to enhance that effect.
When naming your business, consider the fundamentals of your brand experience and how you want to be perceived.
We’re thrilled to introduce the first episode of the Braithwaite podcast – “Wrong Story Short.”
If bad publicity is what you’re receiving, find a way to use it to your advantage.
Sticking with a consistent brand can deliver fortunes long term, but you can’t let the message get stale.
Just because a campaign only gets attention two days a year doesn’t mean it can’t generate real marketing power.
With art, a person’s emotional response to a piece does not determine its quality.
In most businesses, marketing’s a one-way street. But great things can happen when marketing also has a say in developing products.
The unfortunately named Ford Edsel is a lesson in how easy it is for leaders to lose sight of the work that goes into effective branding.
The history of the remote control shows that people have never liked being interrupted by poorly crafted sales messages.
Why companies should consider streamlining internal processes a competitive advantage.
Acknowledging that your perspective might not be universal is a step toward more effective marketing.
What we found helps clarify exactly what content marketing truly is, by highlighting what it isn’t.
Marketing is often hard to measure scientifically, but don’t just assume that means it’s ineffective.
Big Ass Fans shows that it doesn’t matter how conservative, technical or obscure your business seems.
Stephon Marbury’s “Starbury” shoe shows the importance of differentiated marketing.
You can’t be an authority and a trendsetter without ever saying anything groundbreaking.
Missed some of our most popular newsletter editions from 2017? It only takes a few minutes to catch up.
Montgomery Ward leadership twice missed the potential of this holiday classic.
In need of projecting a dignified image, Philadelphia Electric Company conveyed a message through its power plants.
How one press release started a media frenzy and a new holiday tradition.
If you want to stand out from your competition, you need to be brave enough to do something that’s never been done.
The renowned clothing retailer shows marketing isn’t confined to a particular department.
If you want your message burned into your audience’s memory, you need to keep adding fuel to the fire.
If you want to be successful, you can’t be scared to try something new.
Coming up with creative ideas is only half the battle. You also need the stomach to execute on them.
The complicated branding backstory behind one of the NBA’s best slogans.
They didn’t just promote the features of their product. They convinced society to smile.
It shows marketing can do more than just push products. It can actually create markets.
When SportVision’s business was threatened, the best defense was a strong marketing offense.
The Judgments of Paris and Princeton showed how much perceptions affect palates.
The concept has shown that businesses can work together to grow the financial pie.
If you look at it like it’s a marketing message, it’s clear why the story of Eagles fans throwing snowballs at Santa Claus became so well known.
It’s a great example of how marketing can help diversify income streams.
Here’s our definition of content marketing, and how to do it right.
By using a suite of creative marketing ideas, they created a distinct story.
By being open and actively promotional, they galvanized support.
And why companies should create deeper connections.
They’re an easy way to earn credibility.
Leaders shouldn’t be afraid of making waves.
What the Yom Kippur War has to do with your corporate brochures.
Tobacco companies once produced millions of cards to help sell cigarettes.
Here’s a thought leadership example that stands the test of time.
From anonymous bottom feeder to high-brow cuisine.