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Everything I Know About Marketing, I Learned From Taylor Swift

Posted by Eric Harris
June 26, 2015 at 11:49 AM

img247Say what you will about her music. I certainly have. As my children launch themselves frenetically across the backseat to “Shake It Off,” I’ve been known to #smh. Then I notice my wife’s sidelong glance that begs, “Why do you hate fun and all things good in the world?” and I realize my musical snobbery isn’t powerful enough to overcome the irresistible force that is Taylor Swift.

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Topics: Advertising Strategy, Taylor Swift

Three Ways Big Brands Should Think Small

Posted by Abi Grise
June 11, 2015 at 5:01 PM

scaleThis market ain’t your dad’s big-brand rodeo. Consumers no longer cling to household names because of forces like familiarity or inertia. In a prove-it-or-lose-it economy with the transparency of Internet reviews, consumers want the best product to fit their needs, and the options are vast. Big brands are losing sales to specialty shops online, crowd-funded start-ups and brands with a focus on values instead of mass production.

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Topics: Brand Building, Brand Strategy, Brand Awareness

American Pharoah Wins Triple Crown: What your launch strategy can learn from it

Posted by Craig Mewbourne
June 4, 2015 at 3:30 PM

racing_horse2 “We need to leverage our proven track record to come out of the gate strong and make this a two-horse race.”

There’s a reason so much marketing horseshit echoes horse track clichés. Your upcoming launch has more to do with the economics of thoroughbred racing than it does with “best of breed” technology. 

Consider that thoroughbred horses are purchased every day for roughly the price of a well-strategized product launch, for the same motivations and the same reasons. The motivation? A cash return in the form of performance. The reasons? A strong bloodline and a good “eye test.” 

 

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5 FAQs About Building Brands That Last

Posted by Katie Cantu
May 28, 2015 at 5:57 PM

lego_blog_imageCoca-Cola. Levi’s. LEGO. When brands like these become icons that are deeply ingrained into our culture, you can’t help but wonder, why them? Dive into the ‘why’ with us as we dissect how brands build legacies.

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Topics: Brand Building, Brand Strategy

Sony Launches Sound Ideas for Smart Homes

Posted by Abi Grise
May 21, 2015 at 4:56 PM

retro_stereo2In the 1990s, stereos were designed for show. We stacked our amps, subwoofers, and control centers in our living rooms like an audio shrine with no shortage of bells and whistles. There were splashy rainbow equalizers and see-through plastic casings around our boom boxes. Audio was meant to be seen.

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Topics: Product Launch, Advertising Strategy