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.
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 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.
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.
Is Podcasting a Good B2B Marketing Technique?
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...
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.
Believe in the Power of Tom Asacker’s The Business of Belief
Tom Asacker’s The Business of Belief gives an in-depth look at the idea that absolutely nothing is more important than belief.
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.
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.
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 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.
The Game of Thrones Newsjacking Battle
All hail Air New Zealand. Jacker of News, Master of Stock Footage, Promoter of Brand Message.
Taco Bell Bought the Liberty Bell in a Genius April Fools’ Joke
How an April Fool’s Joke can increase sales and reignite a buzz in an audience.
Retiring the Opportunity Rover Reveals the Genius of NASA’s Marketing Strategy
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.
What Would You Do With a Super Bowl Ad?
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?
How Mastercard Keeps Its Brand Fresh and Current
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.
Why Denver Airport’s Marketing Embraces Conspiracy Theories
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.
The Myth and the Marketing Lesson Behind The Infamous War of the Worlds Radio Broadcast
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.
How Guinness Book of World Records Makes Other Brands More Newsworthy
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.
Why is Branding Important? 3 Brand Strategy Lessons from Coca-Cola
What marketing lessons can other brands learn from Coca Cola?
Culture Eats Strategy During Lunch
Even the best business strategy won’t work if it’s not supported by and compatible with a strong company culture.
The World’s Most Relaxing Song
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.
Bouba/Kiki Branding
When naming your business, consider the fundamentals of your brand experience and how you want to be perceived.
Change Your Clock, Change Your Brand
Just because a campaign only gets attention two days a year doesn’t mean it can’t generate real marketing power.
Creating the $100 cheesesteak
In most businesses, marketing’s a one-way street. But great things can happen when marketing also has a say in developing products.
Love a certain wine? It could be the marketing you’re tasting.
The Judgments of Paris and Princeton showed how much perceptions affect palates.
Eagles fans booed Santa decades ago. Why won’t that story go away?
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.
How honeygrow grew its business through storytelling
By using a suite of creative marketing ideas, they created a distinct story.
Gatorade’s history shows you should never forget your brand’s story
They’re an easy way to earn credibility.
How Daniel Kahneman learned the value of stories
What the Yom Kippur War has to do with your corporate brochures.