Tag Archives: branding
October 12, 2012
Twitter Tips: 6 Brand-Building Uses for the RT
What’s the one thing more than 500 million Twitter accounts have in common? Love of the RT, of course! The retweet is more than a basic mechanism for engaging in conversation on Twitter – being retweeted is one of the thrills of participating in the micro-blogging platform.
Many Twitter users are able to leverage it as currency. In fact, we’ve noticed many retailers using retweets in their brand-building efforts. A cursory look at apparel brands on our Retail Social Juice Index over the last day or so reveals a number of opportunities retailers are seizing via the retweet, including influencer marketing.
April 6, 2012
Self-Help for Brands: Embrace Your Strengths, Quirks AND Flaws!
Consumers have been benefiting from reviews, ratings, leaks, reports and other sources of unfiltered information about brands for years now. For the 21st century’s informed consumer, this wealth of information is never more than a Google search away.
Now, we’re seeing more brands embrace this reality – the reality that they cannot hide anymore behind a façade of expertly-fabricated perfection. Consumers will discover details – good, bad and in between – regardless of brands’ readiness to accept this fact or not. Slowly but surely, brands have embraced this idea and an “if you can’t beat ‘em, join ‘em” mentality of accepting and even showcasing, unfiltered consumer-created social content.
Posted in Social Marketing
Tagged branding, Esurance, Four Seasons, marketing for a social world, Smashbox, Trendwatching
October 14, 2011
A Few (Not Yet Learned) Lessons From Qwikster’s Quick Demise
Can you picture that little boy who reluctantly acknowledges he did something wrong? Head down, eyes on the floor, shuffling his feet behind him, wringing his hands, speaking in a volume so low you can hardly hear him? There is a piece of him that knows he is supposed to feel bad and is trying to be earnest in his apology, and yet, he can’t let go of the idea that he is not really wrong, he’s just misunderstood. This is how my son might approach explaining a broken glass after doing a cartwheel in the living room. Yes, a gIass got broken, but how about that AMAZING athletic prowess?
This is also the image I have of Reed Hastings, Netflix CEO, before he hit “SEND” on his latest communication to his customers. He’s reversing his latest plan to spin off his DVD-by-mail business as a new company (Qwikster) so the core brand “Netflix” can focus on its streaming services. This is a good thing, and while clearly it was the consumer backlash that pressured him to back off, I fear that Reed still doesn’t think he did anything wrong.
Netflix has been in the “don’t do this” spotlight all year for a series of moves that makes one wonder who exactly is minding the store. It’s not the first company to anger customers with a bold move, but ironically, Netflix had been a brand that was built on doing everything right.
When Blockbuster zigged, Netflix zagged. Tired of having to wait weeks for an available copy of the latest release? Plagued by late fees? Yearning for a classic “Young Frankenstein” laugh only to find out the store’s single copy was damaged or MIA? Netflix solved all of these problems. It was convenient. It was cost effective. It was satisfying – just like a classic retail relationship should be.
Posted in Branding
Tagged brand equity, branding, netflix
September 21, 2011
Charting the Course for a New Generation
With a new owner and president at its helm, KO Sailing – the largest small boat dealer on the Gulf Coast – turns to Media Logic to make a bold statement with a new brand.
Read the full article and watch as Senior Art Director Ivan talks through the KO Sailing transformation.
Posted in Branding, How to Go Social, Social Marketing
Tagged branding, marketing for a social world, real-time marketing, value-add design
September 14, 2011
Marina – Doll, Blogger, Celebrity – Target’s Unique Approach to Fashion Line Launch
In preparing for the highly anticipated Missoni for Target launch, Target “hired” a rather curious brand advocate: “Marina,” a doll. Yes, you read that correctly. The blogger Marina describes herself as “a real doll [with] joints, hinges and all!”
A blog — ‘all the way up here’ — written by Marina promotes the introduction of the Missoni brand at Target. The doll writes about her porcelain skin and hollowed body. However, it seems as though the savvy social media minds at Target are behind this fashionable “it” girl who promoted the September 13th launch of Missoni at Target.
The Tumblr account, which popped up in the blogosphere on April 5th, is primarily devoted to sharing information about the Target- Missoni collaboration. However, Marina also blogs about her home country of Italy, her excitement in moving to the big city of New York and her favorite fashion trends (particularly stripes, the pattern which adorns a majority of the Missoni lines) –all seen from the eyes of a doll. These random “personal” blog posts, sprinkled throughout those promoting the new collection, are no accident. Rather, these fashionista- inspired, whimsical posts are a way for Target to promote and grow its desired image for the line.
July 8, 2011
A Dear Friend Barks About PetSmart’s Social Media
Dear PetSmart,
Okay, I am a little jealous of that lucky puppy in the footage from the commercial you’ve been tweeting about. But in general, my tail wags every time I see @Petsmart on Twitter.
For example, I like your pet care posts, like the tweet with a link to this post about shielding pets from the boom of fireworks. Really useful (that one saved me from the shame of peeing on the floor), and they get retweeted a lot.
I also love all of your pet trivia. Who knew that “rats have starred or appeared in over 400 films & close to 100 TV series?”
However, I’d be happier if you gave me even more attention. Please don’t put me in the doghouse for this, but I do have a few suggestions for how we might make our relationship even better.
Posted in Branding, Social Marketing
Tagged branding, customer engagement, petsmart, Twitter
June 23, 2011
Media Logic Design Capabilities Help Rewards Program Fulfill Brand Promise
To support the launch of The Ritz Carlton rewards credit card product, Media Logic collaborated with J.P. Morgan and the Marriott Rewards group to develop acquisition and customer marketing materials that align with the higher level of experience and service the affluent target audience has come to expect.
Posted in Branding
Tagged branding, Chase, financial services marketing, marriott, rewards, ritz carlton
June 15, 2011
Is Amex’s The Social Currency™ Social or Spin?
Amex consistently delivers the new and the innovative: from striking a deal with the USPS to sell Amex gift cards in post offices to launching their Foursquare partnership during SXSW or developing “Serve” the next-gen digital payment platform that may someday do away with cash and card payments. With this outstanding record, naturally The Social Currency ™ piqued my interest. I wondered, “What does that mean? Can Amex deliver on branding a rewards currency with such a loaded and overused word?”
Posted in Financial services, Social Marketing
Tagged American Express, branding, Facebook, foursquare, rewards
March 15, 2011
What is Zeitgeist & Coffee?
As recently as just two years ago we were all okay being marketed to. Passively. And in nothing like real-time.
No longer.
Technological changes, specifically in mobile devices and social media, have driven a rapid evolution of our marketing culture. Today, in addition to up-to-the-second information, consumers expect sincere two-way communication between themselves and the businesses and organizations with which they would like to have relationships. Owned media – websites, social sites, stores, etc. – must now take the strategic point, ahead of traditional advertising and public relations, in branding and promotions.
It’s all very exciting. But the time and resource demands of real-time engagement through owned media is stressing – and often breaking – established marketing budgets, protocols … and relationships.
To meet the challenges and take advantage of the incredible communication opportunities now available, Media Logic created Zeitgeist & Coffee, a real-time marketing collaboration and management platform.
March 15, 2011
Social Promotions: What Good Is a Party If the Hostess Isn’t Captivating?
Think of the worst dinner party you’ve ever attended. Maybe the directions you received were bad and you got lost. Maybe the food was terrible. Maybe an obnoxious guest dominated the conversation.
Think of the hostess of that party. It’s likely she wasn’t very good, either.
Posted in Branding, Social Marketing, Social Promotions
Tagged branding, customer experiences, remarketing, social media, Social Promotions
