Upgrades should be a marketing opportunity. But as Sonos recently learned, there are pitfalls to evolving your offering at the expense of existing products.
Mitchell County Animal Rescue recently crowned Perdita the “world’s worst cat” to drum up interest in adopting her. The marketing tactic worked.
Keyword stuffing only goes so far. Effectively promoting content takes a multi-faceted approach that values story-driven and insightful content just as much as keywords.
The Puppy Bowl started out as a joke. Today, it’s one of the most successful examples of Super Bowl counterprogramming.
Any good crisis response plan demands closely monitoring the story for new information or changes in the narrative and anticipating how you’ll need to adjust your message.
Amazon’s commercial airing during NFL playoff games makes it easy to catch on to the benefits of its B2B big data offering.
With the default email signature “Sent from my iPhone,” Apple created millions of brand advocates.
How Mariah Carey’s “All I Want for Christmas is You” became the first holiday song to hit #1 in more than half a century.
Before Cabbage Patch Dolls, Tickle Me Elmo, Furbies and the Wii U, the must-have holiday gift was … an empty box.
A surprising amount of marketing goes into selling fruits and vegetables. Some brands see opportunity in challenging traditional produce beauty standards.
The short answer is yes, podcasting can be a good B2B marketing technique. And, believe it or not, any business absolutely can create one that’s objectively successful. However, whether or not it makes sense to actually produce a podcast for your business is an...
In an era of sensitive social media reactions and brands quick to apologize, Peloton has committed to riding out the recent controversy around its holiday ad.
Few efforts in raising money have caught on like #GivingTuesday, thanks to smart marketing choices that cemented the campaigns place in the post-Thanksgiving holiday calendar.
The annual pardoning of the Thanksgiving turkey tradition includes much more marketing history than many would believe.
On our 10th episode of “Wrong Story Short,” Braithwaite’s Sarah Promisloff Ross and Joe McIntyre discuss what it takes to podcast successfully.
Tom Asacker’s The Business of Belief gives an in-depth look at the idea that absolutely nothing is more important than belief.
Today, the Fab Four’s success feels like a foregone conclusion. But Beatlemania was brought to life through a major marketing push and a bit of lucky timing.
As the NBA season kicks off the season, the league has found itself in the middle of a communications firestorm, and it has nothing to do with what’s happening on the court.
After 20 years, it’s hard to believe people actually thought The Blair Witch Project was real. The found footage horror movie’s innovative and powerful viral marketing campaign is largely to thank.
These days everyone is terrified of spoilers. We have Alfred Hitchcock’s strategy for marketing Psycho to thank.
In the pursuit of greater word of mouth, more and more haunted houses are turning to a clever marketing tactic that couldn’t seem to be more mundane.
The story of the lobster is a true rags to riches tale. A few hundred years ago, the “cockroaches of the sea” were so common in New England that they were used as fertilizer and livestock feed.
The Impossible Burger recently made its debut in grocery stores around the nation. How do you market a product defined by what it’s not?
The recent Area 51 ‘raid’ was a marketing juggernaut. Here are our top three picks for prime examples of how social and viral marketing can be used to add your brands voice to cultural (and intergalactic) conversations.
Some of the world’s most recognizable brands have recently taken to tweaking their established identities to send a different message to their audiences.
Good marketing starts with understanding your target audience. But what if you’re communicating to an audience 10,000 years from now you know next to nothing about? That’s the challenge facing New Mexico’s Waste Isolation Pilot Plant (WIPP).
Marketing is all about compelling people to take action. Visit a website. Sign up for a newsletter. Buy a product. What happens when the action you’re trying to get people to take could save their lives?
When Popeye’s entered the competitive world of chicken sandwiches, it was smart to think about how the competition would react — especially on social media.
On our 9th episode of “Wrong Story Short,” Braithwaite’s Megan Matthews and Joe McIntyre discuss the wrong ways to think about SEO or search engine optimization.
What do you call those little sugary ice cream and cake toppings? In marketing, the importance of using the right words goes beyond tomayto, tomahto.
Marketing has a reputation for presenting an ideal (and often unrealistic) version of the world. More than a decade ago, an ad for soap offered another way.
On our 8th episode of “Wrong Story Short,” Braithwaite’s Ben Cooper and Joe McIntyre discuss the wrong ways to think about content marketing.
Lots of people assume that the best marketing ideas can only come from professional marketers. Richard Montañez is proof that’s not always the case.
Fitbit’s successful expansion into B2B sales and marketing offers key lessons on developing a strong, consistent brand purpose.
The world’s most famous bike race began as a smart content marketing campaign.
Many don’t realize the role NASA’s bold marketing strategy played in making Neil Armstrong and company the first humans ever to set foot on another world.
Most brands would never consider marketing campaigns focused on past failures. Yet that’s exactly what Volkswagen is doing.
Philadelphia Cream Cheese has never been produced, developed or packaged in Philly. So why’s it called Philadelphia Cream Cheese?
Keeping up with consumers’ changing tastes means not forgetting the customers who made you successful in the first place.
How Subaru’s smart marketing targeted lesbian drivers, creating countless loyal customers in the process.
LaCroix’s recent dip in sales offers lessons in maintaining a brand after making a marketing splash.
A tight marketing strategy isn’t the first thing people think of when it comes to the Grateful Dead. Maybe it should be.
All hail Air New Zealand. Jacker of News, Master of Stock Footage, Promoter of Brand Message.
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.