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There’s huge creative potential when brand advertisers and media owners choose to collaborate. It’s astonishing how scarcely it seems to happen, especially given just how memorable such collaborations have typically been.
Take the first episode of zombie thriller The Returned on Channel 4 earlier this year. The programme was aired in its original French, with English subtitles, a first for mainstream drama on television.
With a brilliant touch, the first commercial break was also in French with English subtitles, and included spots by French brands such as Renault, Boursin and L’Oreal.
There's plenty of good stuff I've had to leave out, but the posts I've included below will bring you some new best practice, insightful opinion, and some coverage of October's biggest events in marketing, ecommerce, big brand land and GAFA World (Google, Amazon, Facebook, Apple).
I hope you'll enjoy the best from our myriad of authors.
Disclaimer: I hate infographics!
If not the medium, the execution is so often poor, as is the chosen subject. But I feel differently when it comes to brands. I’m interested in learning about brands and their activity.
So, I’ve collected 10 stellar infographics here for your viewing pleasure. They’re not all by brands themselves, but all include brands and their footprints.
They range from the mind-blowingly expansive (see the brands that own the brands) to the fruity and fun (see the Die Hard promotion).
Just click on each stub to enjoy the full infographic. Happy stat attack!
There is one Facebook page that all marketers fear (or should fear). Being featured on it can plunge a sometimes unsuspecting brand into a serious industry reputation problem.
Welcome to the Condescending Corporate Brand Page: loved, hated and completely unapologetic.
I like to think I've seen a lot of tweets, enough to know a good one when I see it.
So often, I am completely exasperated looking at the dadaist sludge that dribbles out of corporate and brand Twitter accounts. So I've decided to do something about it and write this complete guide to writing interesting tweets.
It's somewhat subjective, but I've given at least 60 tweets here to illustrate my various points. I'll define interesting as something funny/persuasive/compelling/thought-provoking/informative etc - pretty much any tweet that can draw the user's attention.
There is a lot of 'don't' as well as a lot of 'do', and of course, knowing your brand and your audience is key to interesting your followers.
Hopefully there'll be some scenarios you recognise in here, and some reminders.
Please leave your pet hates and great loves in the comments below.
Instagram, the Facebook-owned photo sharing site, announced the ability to upload video in June.
Now with recently announced version 4.1 anyone can upload video right from their iPhone/Android's local storage, and the branded mobile video wars have officially launched.
Here are some of the better examples of brands doing smart marketing with Instagram video.
Let’s be honest. Click farms aren’t exactly a big secret. Buying ‘likes’ and Twitter followers is a well-known shady practice.
What the Channel 4 Dispatches investigation on #fakefans has shown us is the process behind the (fake) stats.
A lot has been written about brands as publishers. Let's face it, to get it right requires planning, investment and the operational agility to react in real-time to breaking news as it happens.
However, the returns can be more than worth it, as a growing list of examples shows.
Becoming a ‘brand newsroom’ isn’t just a trend amongst the big companies either. Whilst there are plenty of big consumer brand examples, smaller brands, B2B companies, non-profits, and public sector organisations are also aligning their marketing and communications plans around content creation and social media.
If you are wondering if you should take the plunge, or have already jumped, the five tips below will help you get the most out of your strategy.
The expectations of brands on social media are getting higher. This is leading to businesses having to turn away from traditional approaches and create more engaging and interactive experiences, with crowd-sourcing of content becoming a favourite method.
With 40% of people responding better to visual information than text alone, it is not a surprise to see brands diving in to experience the hype of the photo-sharing app, Instagram.
And there are brands who not only aim to discover the joys of Instagram through traditional engagement and networking, but by creating immersive and innovative campaigns.
I confess, there are plenty of things that make Twitter's six second video service, Vine seem to be utterly dismissible.
But that just may be its paradoxical strength, after all...
There’s been some talk in the last weeks about FMCG companies investing in and building their corporate brands.
Research by media monitoring company Precise, published in March 2013 says that consumers are more likely to view FMCG companies favourably if they develop a recognisable corporate brand.
Now comes the news that Johnson & Johnson have unveiled a new corporate slogan, prompting Mark Ritson to write in Marketing Week last week in less than complimentary terms about various attempts at corporate brand building.
What all this proves is that the audience for corporate brands has extended beyond the traditional confines of city, press and internal staff to include consumers, and the principles of brand management are being applied.
In fact, both Reckitt Benckiser and Unilever place so much importance on their corporate brands that they use digital asset management systems to manage them.
In an online world, publishers need to become retailers, and brands should think about becoming publishers.
Here are three tools or platforms and some case studies which brands can use, for your enjoyment.