A recent panel discussion during SXSW (South by Southwest) inspired Ben James, Google, Global Creative Director to speak about how much technology has changed brand storytelling. His comments prompted industry creatives to speak up about the pitfalls they often face when it comes to storytelling in the digital era.
How Can You Market Against Negative Perceptions?
After the 2008 financial crisis, the Wall Street banks were clearly one of the largest and most hated industries in the country. The recession erased all of the positive impressions people had for this industry. If the business of big banking had a tagline during this tumultuous period, it would be "You suffer, we sail."
Sometimes the best way to appeal to customers is by doing something totally unrelated to what you do. It can be a critical step towards developing a distinct and likeable brand personality.
I was recently shopping for polo shirts and was surprised at the options.
Brand vs. Visual Identity – What’s the Difference?
Picture this: It’s your first week at a new company, and you’re ready to meet with your agency to develop some new marketing initiatives. As you dig into your organization’s branding materials, you gasp in horror. What decade is this logo from? Who approved this color usage? Is there even a web-friendly version of the corporate font available?
For some marketers, leading a branding—or rebranding—initiative is the holy grail.