Coronavirus and the Rise of Zoom Meetings
As companies and employees adjust to a new reality of remote working, one brand is way ahead of the game.
How Coronavirus Visuals and Story Help the Public Understand a Crisis
People don’t always respond to statistics or well-reasoned recommendations. It takes a compelling story or a clear graphic to spur them to take action.
Is Coronavirus Really Hurting Corona’s Brand?
Corona’s marketing team is fighting faulty survey data and misleading headlines with hard sales numbers and a little bit of trust in their customer base.
Was the Marketing for Utah National Parks Too Effective?
What B2B brands can learn from the popularity of Utah’s Mighty Five marketing campaign.
Why Kids Read Highlights in the Waiting Room at the Doctor’s Office
A clever marketing move in the ’50s brought Highlights magazine to countless doctor’s and dentist’s offices around the country, creating countless enthusiastic readers in the process.
How the Sonos Brand Promise Was Betrayed by a Tone Deaf Upgrade
Upgrades should be a marketing opportunity. But as Sonos recently learned, there are pitfalls to evolving your offering at the expense of existing products.
How Smart Marketing Led to Adoption for Perdita — the ‘World’s Worst Cat’
Mitchell County Animal Rescue recently crowned Perdita the “world’s worst cat” to drum up interest in adopting her. The marketing tactic worked.
The Shortcomings of Super Bowl SEO
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.
How the Puppy Bowl Became a Marketing Juggernaut
The Puppy Bowl started out as a joke. Today, it’s one of the most successful examples of Super Bowl counterprogramming.
How the Houston Astros are Handling a Cheating Crisis
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.
How Russell Wilson Sold B2B Big Data in Amazon’s Football Commercial
Amazon’s commercial airing during NFL playoff games makes it easy to catch on to the benefits of its B2B big data offering.
The Marketing Genius Behind Apple’s ‘Sent from my iPhone’
With the default email signature “Sent from my iPhone,” Apple created millions of brand advocates.
Mariah Carey’s Christmas Miracle
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.
When Star Wars Sold an Empty Box
Before Cabbage Patch Dolls, Tickle Me Elmo, Furbies and the Wii U, the must-have holiday gift was … an empty box.
Growing a Market for Ugly Produce
A surprising amount of marketing goes into selling fruits and vegetables. Some brands see opportunity in challenging traditional produce beauty standards.
Giving Tuesday Worked Because It Had a Generous Marketing Strategy
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.
Presidential Turkey Pardons are Good PR
The annual pardoning of the Thanksgiving turkey tradition includes much more marketing history than many would believe.
Wrong Story Short: How Brands Can Create a Podcast
On our 10th episode of “Wrong Story Short,” Braithwaite’s Sarah Promisloff Ross and Joe McIntyre discuss what it takes to podcast successfully.
How Smart Marketing Primed the U.S. for The Beatles and Beatlemania
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.
How the NBA’s China Crisis Highlights the Value of a Unified Message
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.
The Blair Witch Project may not be Real, but its Marketing Impact Sure Was
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.
How Alfred Hitchcock Marketed Psycho
These days everyone is terrified of spoilers. We have Alfred Hitchcock’s strategy for marketing Psycho to thank.
Waivers are an Ingenious Haunted House Marketing Tactic
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.
How Lobsters Got A Marketing Makeover
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.
How Marketing Without The Meat Can Change An Audience’s Perception
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?
How Three Brands Latched on to the Viral Event That is “Storm Area 51”
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.
Why Doritos, Diet Coke and Cadbury are Stripping the Words Out of Their Logos
Some of the world’s most recognizable brands have recently taken to tweaking their established identities to send a different message to their audiences.
How To Market 10,000 Years Into The Future
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).
How Marketing Can Help Emergency Evacuation Communications
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?
How to Market a Chicken Sandwich
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.
Wrong Story Short: SEO Misunderstandings
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.
The Marketing Lesson in the Sprinkles vs. Jimmies Debate
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.
How the Dove Real Beauty Campaign Set a New Standard
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.
Wrong Story Short: Expanding Content Marketing Capabilities
On our 8th episode of “Wrong Story Short,” Braithwaite’s Ben Cooper and Joe McIntyre discuss the wrong ways to think about content marketing.
The Story Behind Flamin’ Hot Cheetos 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 B2B Marketing Takes the Lead
Fitbit’s successful expansion into B2B sales and marketing offers key lessons on developing a strong, consistent brand purpose.
The Content Marketing Origins Behind Le Tour de France
The world’s most famous bike race began as a smart content marketing campaign.
How NASA’s Marketing Strategy Got Us to the Moon
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.
VW’s Electrifying New Marketing Push
Most brands would never consider marketing campaigns focused on past failures. Yet that’s exactly what Volkswagen is doing.
How Marketing Put the Philly in Philadelphia Cream Cheese
Philadelphia Cream Cheese has never been produced, developed or packaged in Philly. So why’s it called Philadelphia Cream Cheese?
Naturdays Offer a Refreshing Update to Natural Light’s Marketing
Keeping up with consumers’ changing tastes means not forgetting the customers who made you successful in the first place.
The Pride in Subaru’s Marketing
How Subaru’s smart marketing targeted lesbian drivers, creating countless loyal customers in the process.
Why LaCroix Fell Flat with Consumers
LaCroix’s recent dip in sales offers lessons in maintaining a brand after making a marketing splash.
Behind The Grateful Dead’s Marketing Know-how
A tight marketing strategy isn’t the first thing people think of when it comes to the Grateful Dead. Maybe it should be.
The Game of Thrones Newsjacking Battle
All hail Air New Zealand. Jacker of News, Master of Stock Footage, Promoter of Brand Message.
The Marketing Behind Minty Toothpaste
There’s a reason most toothpaste is mint-flavored – and it has almost nothing to do with keeping your mouth clean.
Why HBO Lets Viewers Share Passwords to Watch Game of Thrones
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.
How the ‘Plop Plop Fizz Fizz’ Marketing Campaign Doubled Alka Seltzer Sales
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.”
The Marketing Legend Behind Those ‘I Hate Steven Singer’ Billboards
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.
Why is the Financial Times Pink?
In 1893, The Financial Times started printing on light salmon-pink paper. It was the most significant branding step the company would ever take.