Category Archive for: Brand

Branding in the Social Stream

When was the last time you hopped online thinking, “Time to engage with some of my favorite brands”? If you’re human, the answer is likely “never.” You never log-on to your favorite social media sites to interact specifically with brands.  The brands “just happen to be there,” as you read the news, peruse celebrity gossip, check…

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What does that buy us?

“People buy tactics in times of uncertainty. They buy strategy when times are good.” My friend Chris Brogan said that and it struck me as profound. We’ve seen this in our own business: when the budget axe chops into Marketing, the conversation can quickly move from “What’s the right thing for us to do to move…

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How will you measure the name of your company?

Brands we recognize by their symbols and letters alone are many when the brand is well established or has been around for years. When establishing a new brand, names need to be easy to remember and recall in conversations and in times of recommendation. As a result, many businesses have opted to choose single words that…

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You Can’t Own a Conversation

Hashtags are everywhere. The convention began on Twitter years ago as a way to create centralized conversation topics between people that cared about the same thing but who weren’t necessarily following each other. It eventually spread to Instagram, Facebook and most major social networks. In fact, it’s so pervasive that the phrase has crept into…

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Harness the Power of Negativity Bias for Positive Marketing

Imagine this: You get a $2000 bonus from your employer for excellent work. The same day, your car’s transmission bites the dust and you have to shell out $2000 to get it repaired. Which event sticks out in your mind a month later? If you’re like most humans, you’re agonizing over that $2000 repair bill…

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2014 Internet Trends: Mobile Boom, Messaging Shifts and Audience Migrations

Former Morgan Stanley analyst and current Kleiner Perkins investor Mary Meeker presented her annual Internet Trends report yesterday at re/code’s Code Conference. Meeker and KPCB have published a report every year since 2001, providing the technology and media industries with powerful insights into the future of digital and how the world interacts with each other…

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The Value in Co-Branded Digital Campaigns

As consumers, the amount of marketing campaigns, stunts and advertisements that we encounter on a daily basis is astounding. TV ads airing on the morning news, banner ads in our emails and on our websites, display signage staring at us on public transportation, sales calls coming in on the telephone – and that’s only until…

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Selfies Are Here to Stay, So How Can Brands Leverage Them?

As much as some of us would hate to admit it, selfies are here to stay. Tens of millions of selfies were snapped in 2013 and use of the word itself has increased by 17,000% since 2012. While many of us Millennials are indeed selfie-obsessed – 55% have posted one on social media as of…

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4 Tips for Engaging Celebrities and PR

Are you trying to add a little spark to your brand? Last month, the SHIFT consumer team joined the Publicity Club of New England and members of the Boston PR community at Wayfair.com’s offices to discuss how celebrities can help super-charge your campaigns and help maximize brand exposure. The lively discussion was titled “Leveraging Celebrities…

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How is brand journalism different from marketing?

Steve Robinson asked in our last post on Brand Journalism: I’d love to hear more on your perception of the subtle differences between inbound marketing, content marketing, and brand journalism. It seems that this new term is an attempt to legitimize what has already been here for a few years and dress it up a…

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