When it comes to naming or renaming a business, many brands fail to think about the potential consequences of a name that does not accurately reflect the company’s vision, values, or goals, or that fails to connect with their target audience. To choose the right name for your business, you need to understand the most common naming mistakes and how…
Intro: The State of Digital B2B Marketing As of August 2021, The CMO Survey reported that most companies have moved past the nascent phase of digital marketing efforts. In 2020, 31.1% reported being in the early phases, and in 2021 that number dropped to 8.6%. These percentages highlight a critical point for businesses: if your company is only just getting…
[Welcome to part 3 of a 4-part blog series on CATS, an acronym for the four qualities behind brilliant B2B brands. The cool CATS of marketing are: Courageous, Artful, Thoughtful (this blog’s focus!), and Scientific.] A successful brand strategy is a powerful asset—one that can help you grow revenue and gain market share. But a brand strategy is only as…
Facebook was built to connect people with whomever—and later, whatever—they wanted. However, recently Facebook has accumulated “far too much information for any one person to consume.” Seas of stories have overwhelmed users, as a feed full of actual news has inundated genuine conversations. Since their feeds had become so crowded, “people had started to share less about their own lives,”…
“Be strong. Stand tall.” These words of wisdom came from Duke University’s crane. Indeed, this is a construction crane that was set up on campus for renovations. Nowadays, intramural sports teams, dance groups, acapella groups, clubs, Greek organizations, libraries, and yes, even a construction crane are all active users of social media. On campus, it appears as though every possible…
It was impossible to predict the evolution of social media over time. Possibly the biggest change was the shift from connecting with friends to a new extension of businesses for workplace productivity and added customer service value. The importance of social media for business is increasingly immense in the age of overlapping social communities, and stepping up monitoring can help…
No longer does the noun “boomerang” only apply to a flat piece of wood that returns to you once thrown. Instagram has expanded this meaning to now pertain to a video—of sorts—that “rebounds” like a boomerang would, from the beginning of the video to the end, and right back around! But if a Boomerang is only sort of a…
“Once upon a time…” Surely you recognize these famous words, as they pull on your heartstrings and bring back memories of your childhood. Marketing similarly uses storylines to engage customers, and recent advances in technology are allowing these stories to reach the next level—by immersing customers in a virtual reality (VR). Since virtual reality is still a relatively new construct,…
As part of an effort to make the app less about self-expression and more about utility, Pinterest has revamped their mobile profile page to be more useful for users. Previously upon opening Pinterest, the collections in your profile appeared in a grid, with the first image you ever pinned acting as the billboard for all pins within a certain collection….
The personalization of branded content has gotten, well, a little bit more personal. In an age where consumers are increasingly buying products to construct an identity or find public validation, Adictik (a Barcelona-based startup), is hoping to make money off of the unwavering phenomenon some call “brand loyalty”. Shady? Maybe. Innovative? Definitely. Let’s be real, if just for a moment….