The Critical Role of Authenticity in Brand Sponsored Content
Just the other day LA advertising gun Miry Whitehill and I were swapping thoughts on a new content-based social media campaign for Levis.
What a huge project, with a nice, soft brand ownership from Levis, but something just wasn’t quite striking the right note for me.
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Illustration by the talented Martina Flor
Just Because your Brand’s On-line -
Doesn’t Mean it’s On-target
With 130 billion spam mails hitting in-boxes every day, it’s no wonder consumer outcry about mis-targeted marketing has grown from a murmur to a roar. Across the globe those screams attract the regulator and put businesses at risk as well as damaging the reputation of the brands who are getting it so wrong. This used to be a problem of the snail mail industry but it is exponentially worse since the advent of eDirect and email marketing. Each day my savior the spam filter weeds out a pile of these brand communications that are sent to me blindly in the name of eDirect. Here are just three from my in-box yesterday. Read the rest of this entry »
All Logos Files are Not Born Equal
After recently explaining yet again why the jpeg of a logo, taken from the website, can’t be used for a brochure, I thought it might be useful, valuable and insightful for someone to write this down. So here we are. Trying not to get all technical, I’m going to explain as clearly as I can, the difference between the different kinds of files. Hopefully this will save both clients and designers lots of time and heartache.
Different File Types
Most popular image files break down into two basic groups Bitmap or Vector.
Word on the Web
As some of the world’s largest financial institutions fight their way back to the top of the heap, it’s not all sunshine and kittens when it comes to their battered brand equity. We’ve illustrated a cross section of current brand sentiment for one of the biggest names in the business; Goldman Sachs. As always, it’s worth reading between the lines (literally) – the smaller words tell the story of current sentiment – and the further you look, the more intriguing the narrative.
David Ansett, Brandamentalist
If you’d like daily updates of our brand thinking, you can follow me on Twitter here.
Word on the Web
Social Brand Snapshot provides a visualized cross section of current blogs, tweets and social mentions of Starbucks, providing an instant view of current brand sentiment.
David Ansett, Brandamentalist
If you’d like daily updates of our brand thinking, you can follow me on Twitter here.
Brand Agency & Graphic Design Melbourne
Like all new frontiers, social media is a lawless place where anything goes, especially when it comes to brand. Everyone seems to have moved into these boom towns with a population of more than 12 million people projected for Twitterville alone this year. It’s a on-line, communications gold-rush, a world of wonderful opportunity – but exactly what is social media? Is it a tool for social interaction or business commerce? At the moment it’s both.
So with a poorly defined and misunderstood purpose, how should businesses of one to a thousand employees build their brand image on-line? Like all brand building exercises, your social media presence should be consciously directed by a brand strategy; it should be strategic first and tactical second. Currently the vast majority of business presence in social media is driven by what we call ‘Scategy’, a tactically obsessive approach of trying to do a little bit of everything and trying to mean a little bit of something to everyone. The result – your brand ends-up meaning nothing to anyone.
Here are what I believe to be the crucial five steps to building your brand image on social media.
