When It Comes To Marketing And Advertising Not Just Any Visual Will Do

Back in April of this year, I wrote a piece entitled A View To A Thrill: Why Marketers Need To Get Visual, Fast. The article essentially served as a not-to-gentle reminder (at least that was its intent) to those in marketing and advertising of the power of the visual when it comes to reaching and engaging consumers.

What I wrote then is surely true today.

The power of visuals in marketing and advertising is not the future, it is the present.  Ok technically it’s the present AND the future but my point is this is not something that’s coming down the road nor is it a trend or a fad for that matter. Consumers want and quite frankly, expect to see some kind of visual aid, if you will, when it comes to marketing and advertising. These visual aids resonate and connect with consumers and spur them to take action.

However, based on new research it may not be just any old picture or image that will do when it comes to fully engaging and resonating and in turn prompting a consumer to take action AKA spend their money on your product, service or ware.

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In Brands We Trust – Why Brands Must Treat Trust Like Gold

Back in January of this year I wrote a piece which spoke to the need for every marketer to remember a certain nine-letter word: Relevance. And while I firmly stand by what I penned then I am here to tell not just every marketer, but every advertiser and brand under the sun as well that there’s a five-letter word that must be treated like gold for when it is achieved, wondrous things can occur.

The word is trust.

Now the word “trust” in it of itself has many different connotations and in the context of advertising, marketing and branding it comes in different shapes, size and meanings, too.

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Are Super Bowl Commercials Worth The Cost For A Brand?

I could literally just write that title then leave the rest of this article blank and let everyone chime in and fend for themselves as to where they fall in this debate. This epic debate, which it has become as the cost associated with advertising during the Super Bowl has escalated to super heights, if you will.

Those in the marketing and advertising space surely have opinions, and more than likely strong ones at that as to the merits and benefits of spending gobs of money for 30 seconds of air time.

A few days ago in Forbes, Rob Siltanen, founder and chief creative officer of Siltanen & Partners, a Los Angeles-based advertising agency, in his article entitled Yes, A Super Bowl Ad Really Is Worth $4 Million, stated categorically that he believes “the Super Bowl to be one of the smartest investments a company can possibly make. In fact, the Super Bowl makes more sense today than ever before.”

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Brand Adoption Of Instagram Up 80% In One Year

A few weeks ago Jeff Bercovici of Forbes wrote a piece entitled Instagram Launches Ads, Promises, ‘We’ll Start Slow’ in which he told all us Instagram users that “the honeymoon’s over” and that the “long-promised introduction of advertising to the photo-based social network is upon us.”

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In his piece Jeff made reference to a post from the official Instagram blog which says they (Instagram) will “focus on delivering a small number of beautiful, high-quality photos and videos from a handful of brands that are already great members of the Instagram community.”

Well based on the results of the recently released Instagram brand adoption study from Simply Measured,

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When A Brand Promise Backfires

Like every other marketing-related word or phrase, the term “brand promise” has its fair share of definitions. The one I like best is one that I think captures the essence perfectly for it speaks to the relationship marketing aspect.

It was written by Jean Wilcox, one of the authors of the book AbuLLard’s ABC’s of Branding: “A brand promise is the statement that you make to customers that identifies what they should expect for all interactions with your people, products, services and company. It is often associated with the company name and/or logo.”

Wilcox also believes a brand promise is also the tagline for a given brand – and she’s right.

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Is The Social Media Slumber Finally Over For Big Brands?

Perhaps it is because I am the father of a 13-year old daughter but whenever I hear the word “slumber” I immediately think of the phrase “slumber party” – which then conjures up fun, unless of course you are the host parent of said party.

However, if you’re a big brand, say on the level of a Fortune 500 brand, your “state of inactivity” – AKA your slumber – when it comes to social media, may finally be over. At least it may finally be over for some as that’s the indication one gets from reviewing data from a recent study from the University of Massachusetts Dartmouth Center for Marketing Research.

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For Brands There’s A Fine Line Between Capitalism And Capitalization – At Least There Should Be

I realized in penning this particular article that there are some brands who simply will not care. They will not care about crossing any lines – fine or otherwise. They will do whatever it takes, regardless of such minor details as ethics and morals, to move their product, whatever said product may be.

They will go right on doing what they’ve always done which is to essentially use any medium necessary – email, print, direct marketing, TV, radio, mobile and on and on to drive their message home to as many consumers they possibly can.

For these brands there is no line between capitalism and capitalization.

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What Brands And Marketers Can Learn From A Flight Attendant

The word “transparency” has become quite popular over the last few years. It is most often used in the social media world and anything related to anything in the online space for that matter.

The need for brands, marketers – truthfully all of us, to be completely transparent is paramount in today’s world.

What Brands And Marketers Can Learn From A Flight Attendant image 300px Pan Am 1970s flight attendant14This past July I wrote an article A Transparent, Live Case Study Of A Company Going Social which told the story of a company called Domo, its CEO Josh James and his very forward-thinking ideas on the use of social media among his employees.

So that’s one example of the use of the word “transparent.”What Brands And Marketers Can Learn From A Flight Attendant image trans

Back in 2010 I wrote a piece entitled About that whole transparency in social media thing…

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What Will Become Of The Lance Armstrong Brand?

The sordid tale of Lance Armstrong is unfolding right before our eyes across the web, social media and of course TV in addition to pretty much every other channel known to man.

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Back in August of this year I wrote an article about Penn State and if their brand had received the death penalty. While obviously different on many fronts, there are some similarities between Penn State and Lance Armstrong when it comes to branding and there’s a lesson for all marketers and advertisers.

The opening two paragraphs of the aforementioned Penn State article fit like a glove when overlaid onto the Lance Armstrong saga:

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Do Brands Have A Responsibility When It Comes To Packaging?

Last year I wrote a story about The Most Misleading Packaging Design I Have Ever Seen. The inspiration for my article came from a text message my wife had sent me while at our kids’ school.

The text message include a picture and, as I wrote originally “What I thought was one thing turned out to be something completely different entirely and made me want to openly question the motives behind brand packaging design.”

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