A brand is a lot like a person – if it doesn’t have a point of view, it’s not very interesting
Marc Mathieu, unilever’s SvP of marketing
I write, I curate, I share, I love, I am curious and I believe that a new generation is leading an exciting digital shift. Founder Axl Agency.
Small groups, not big influencers, are the Holy Grail of word-of-mouth marketing.
FaceGroup “Small Networks Trump Influencers”
With all the talk about online influencers over the past few years, you’d think they were the holy grail of online marketing. Klout has made a business of it and many bloggers use sponsored posts to help pay the bills. But, the funny thing is, if you want to get the word out about your brand, product, or cause, influencers aren’t actually where you should be focusing your efforts.
Sticking with our book club example, these key groups are the smaller book clubs, the ones that hear about a book from the big influencers and then bring it to people in their community, who then carry the book to another gathering or tell a friend who is part of another book circle, and so on. This is how something goes from an initial spike to a burgeoning trend.
Tim Leberecht: 3 ways to (usefully) lose control of your brand (by TEDtalksDirector)
The days are past (if they ever existed) when a person, company or brand could tightly control their reputation — online chatter and spin mean that if you’re relevant, there’s a constant, free-form conversation happening about you that you have no control over. Tim Leberecht offers three big ideas about accepting that loss of control, even designing for it — and using it as an impetus to recommit to your values.
What’s telling, though, is how casually the Oreo campaign, in its bid for virality, has merged the epic and the ordinary. Last night, we landed a robot on Mars. Today, a sandwich cookie celebrates that accomplishment. The fluidity here between history and banality — and between science and pop culture — is, actually, kind of wonderful. It represents an access point to a fairly complicated news story. It makes the epic seem accessible, and it makes the accessible seem just a little (teensy, tiny) bit epic. (via How the Most Epic Mars Mission Gets Turned into a Viral Ad, in One Oreo - Megan Garber - The Atlantic)
Logos of Western companies and organizations feature the following graphic elements at significantly higher rates than are seen in US logos as a whole: Marijuana plants: 151 percent higher than average Surfboards/snowboards: 123 percent higher Mountains: 65 percent higher Cacti: 61 percent higher Skeletons/skulls: 57 percent higher Peace symbols: 47 percent higher Western logos are also the most likely to contain female figures. (via Emblemetric » Data-Driven Design Insight)
DEPARTURE DATE Official Trailer & Behind The Scenes (by VirginProducedOnline)
Brands have to be a media and Virgin America integrates it so perfectly; one of the most creative brand communication right now. They don’t create ideas for a “digital world”, they just have digital ideas from the beginning…