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.
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.
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.
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.
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.
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.
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.