What do the websites for Variety, BBC America, Usain Bolt, Katie Couric and The Rolling Stones all have in common? Give up? They are all built on a content management system (CMS) called WordPress.
A recent study by the L2 think tank* that assessed the digital competency of beer brands in the United States found that just two, Heineken and Budweiser, earned a “Genius” ranking.
L2′s report said: “On the social media front, Heineken had very little competition, nabbing the top spot for most Facebook fans, most Facebook engagement, most Twitter followers, biggest YouTube community, and most individual YouTube channel views. In fact, Heineken is so dominant on YouTube that its biggest competitor on the platform, Budweiser, had less than half of Heineken’s views when data was collected.”
We’re beyond passionate about the power of a brand. Every good branding agency has a process for evaluating and then developing a brand. We’ve been continually evolving ours because we don’t simply want to establish a new brand for a client; we want that brand to soar above all competitors and truly resonate with each of the client’s constituencies.
Using the 4D’s – Discovery, Develop, Deliver and Drive – you’ll see our ever-evolving discovery and application of the many elements of a powerful brand.
When we start the media planning process, we begin by asking: Who are our targets? What media are they interacting with? When and how?
While the conversation usually centers on TV, print and digital, the media landscape is so noisy – we are now increasingly talking more and more about tactics that can really stand out from the pack and get noticed: Unconventional tactics that are not measured by media rating books or audits. The industry calls this “guerrilla marketing,” a name inspired by such guerrilla warfare tactics like ambushes or other elements of surprise. Sounds scary, but these strategies are fun, imaginative and impactful!
According to a survey published by Edelman, 74% of consumers in the millennial generation (those born 1980-1995) believe they can inspire the purchasing decisions of their peers, and 70% feel it’s their responsibility to give feedback about their experiences with brands and services. What’s more, 94% consult at least one outside source of information for guidance before making a brand-purchasing decision. How does this average millennial fit in?
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