Branding

4 of the most innovative brand building campaigns of recent years

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There are many potential ingredients for an intriguing brand building campaign. Whether it’s a beautifully shot commercial, amusing billboard or even a controversial opinion, there’s one element they all have in common – originality. The world’s most established names in business are always shaking things up and trying something new. While moving with convention may seem like a safe and reliable idea, over time it can seriously hinder the brand building process.

“Mama didn’t raise no fool!” How both brands and society benefit from April Fools’ Day

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As we watched the surplus of brands, small businesses, media outlets, prominent individuals and coworkers roll out their April Fools’ Day pranks and jokes this Tuesday, we saw the convincing, the creative and the annoying, as well as the pranks we wished would come to actuality (smart gloves or LinkedIn for Cats, anyone?).

Though brands were wise not to turn a deaf ear to Tuesday’s April Fools’ Day tomfoolery. Both brands and their audience saw a great benefit from the fun and humor.

Why storytelling is so important to a brand’s success

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Storytelling and branding is a match made in heaven, like peanut butter and jelly, mac and cheese, and chicken wings and beer. They just go together, simply and magically. It’s the overall story of the brand. It’s the reason to choose one brand over another. It’s what produces a brand advocate. Often, this storytelling is exactly that: a story the brand paints for their audience through words and visuals.

#MSHUnderReview: the importance of brand consistency [VIDEO]

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A brand is more than a logo and the products or services it represents, it’s the promise you make to your audience. It’s a promise that you will deliver quality products and services, and it’s what sets you apart from your competition. Throughout your marketing efforts, branding is how your audience identifies with you and it’s often the reason for using your product.

Just as consistency is key in many aspects of life, this is no different in the world of branding. Brand consistency is critical and provides the basis of how you deliver your brand’s message. Brand consistency means staying consistent across all platforms with voice and message, as well as packaging and logos.

Target’s perfect marriage of traditional and digital marketing

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Although Target is not the only department store to reach a vast audience, they have effectively branded themselves by creating, implementing and executing their marketing strategy, traditionally and digitally. Tackling and executing traditional and digital marketing is not always easy, and at one time, traditional channels of marketing including print, radio, billboard and television advertisements were enough. However, the time of purely traditional marketing is over.

7 of the most shared and emotionally stirring videos of 2013 (so far)

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I must admit, I haven’t always been the most avid online video watcher. It’s not that I don’t enjoy them; I’ve just always been more of a reader or one to scroll through pictures. This isn’t to say I never watch videos or share them; I just only share the really funny ones, or videos that make a lasting impression.

This got me thinking; what do the most shared videos have in common and what elements of these videos resonate with the most people?

How the NFL and NBA send conflicting marketing messages to kids

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For years, brands, celebrities and athletes have joined forces to make an impact on consumers, at times, these alliances have confused the audience, especially when the audience consists of the easily influenced, specifically children.

In an age where obesity and lack of physical activity is threatening the health and lives of our youth, brands continue to utilize personalities who resonate with and influence children, regardless of the product. Two huge brands that stand out to me are the National Football League (NFL) and the National Basketball Association (NBA), and their athletes.