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A Recipe for Relaunch: Girl Scout Cookies Go Digital

Posted by Katie Cantu
December 11, 2014 at 4:20 PM

“No soliciting unless you sell Thin Mints.”

That’s what the door declares at Emporium Pies in the Bishop Arts District of Dallas. The quaint pie shop’s sweet spot for Girl Scout Cookies certainly rings true to its patrons, but crumbling cookie sales in 2013 indicate door-to-door demise. After 90 years of traditional in-person sales, it’s no surprise that Girl Scouts of the United States of America is reinvigorating its Girl Scout Cookie Program by launching supplementary digital sales platforms.

What may surprise you is how astutely they’ve harnessed the power of launch to reinforce their brand virtues.

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Repackaging Awesome: Grilled Cheese Delivered By Parachute

Posted by Abi Grise
October 3, 2014 at 9:00 AM

Have you ever seen vanilla flavored toothpaste? Occasionally, it crops up at my grocery store and inevitably winds up banished to clearance. So why do brands keep producing it? It’s because when sales dip, traditional products can be destroyed by well-meaning reinvention. But you can boost sales without sacrificing brand spirit, like how Jafflechutes is delivering grilled cheese by parachute.

Perhaps I don’t just speak for myself when I say grilled cheese is sacred. It’s cheap, delicious, and incredibly difficult to mess up. It’s goopy with nostalgia. No one needs to reinvent grilled cheese because it’s already perfect.

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Topics: Current trends, creative package design, brand perception, brand identity

Arbitrary Viral Content: Or, “Look at this idiot.”

Posted by Eric Harris
August 19, 2014 at 4:17 PM

The ALS Association did a fantastic job adapting the “Cold Water Challenge” trend into the more ownable “Ice Bucket Challenge.” The videos that have become serious newsfeed fodder over the past two weeks either annoy or intrigue you. Opinions vary widely on the effectiveness and appropriateness of the material, but in terms of both awareness and revenue generation, it can objectively be considered a success.   

In discussing the trend, Igniters discussed what a picture of viral “success” looks like. Is it only about the views? In order to deem any piece of content a viral success or failure, we have to put some guidelines around creating potentially viral content.

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Topics: Current trends, Inspiration

No Cash. No Credit. Nike Takes Sweat.

Posted by Abi Grise
August 8, 2014 at 4:27 PM

Envision engaging consumers outside brick-and-mortar walls.

The Nike brand is not engineered for quiet, indoor activities and neither are their consumers. Nike jogs past you on the trail. Nike dunks basketballs in the park. Nike makes a wicked serve on the tennis court. Nike is competitive, rugged and outdoor-oriented.

Naturally their best advertising is, too.

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Topics: Brand building, Branding and Identity, Brand Extensions

Walmart: Retail Innovation in the Palm of Your Hand

Posted by Craig Mewbourne
July 28, 2014 at 10:00 AM

When you think of Walmart, you don’t necessarily think “cutting-edge innovation,” and humorous sites like PeopleOfWalmart.com do little to change the perception that their clientele is less than tech-savvy.

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Of course, a snapshot of Walmart shoppers must be taken in panoramic mode, because the reality is that Walmart shopper demographics mirror those of America. In fact, you’ve probably brushed shoulders with a millionaire while dodging the falling prices.

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Topics: Current trends, Digital marketing, Brand Loyalty