December 12, 2016

Consumers More Likely to Open Marketing Emails During Holidays


Online shoppers are 68% more likely to open a retailer’s email during the holiday season than at any other time of year, according to a recent study from Adlucent. In addition, 32% of online shoppers suggested that they would be more likely to click on a retail ad.

Holiday mode on.

December 9, 2016

PepsiCo's Next 'Global Big Bet' is a New Premium Water Brand


PepsiCo is introducing a premium bottled water brand called Lifewtr that appears aimed at Coca-Cola's Smartwater. Debuting in February, PepsiCo's product is "pH balanced with electrolytes added for taste," according to a press release issued today. PepsiCo will seek to differentiate Lifewtr via its packaging. The label, which the marketer described as "the brand's biggest equity" and where the brand name appears in all-caps, will feature rotating designs created by emerging artists.

The worth of water.

December 1, 2016

Samsung Brand Autopsy: How Can the Company Earn Back Trust?

Now that the figurative smoke has cleared from the dozens of literal fires caused by faulty Samsung smartphones, the Korean electronics giant has entered into that most craven of corporate actions: Brand-repair mode. Its advertising — which went completely dark for much of October — is back to pre-recall levels, a date has been set for the release of a full-scale autopsy on the problem and the company is even exploring splitting into two in response to investor backlash.

The damage was rough.

November 29, 2016

After Peak Brand Emoji, Consumer Fatigue Sets In


Whether it’s a custom keyboard or an email subject line, brands are using emojis more than ever. But for consumers, they’re still getting it wrong. According to a YouGov survey this month, 58% of 18- to 34-year-olds said brands using emojis are “trying too hard.” It’s no surprise: Brands have eagerly jumped on the emoji bandwagon, whether it’s to laud their causes, promote competitions or stick them anywhere they can.

Is this noise or value?

November 28, 2016

How Brands Are Using Fictional Tales to Foster Real-World Engagement


Once upon a campaign, a big, popular brand was tired of having to choose from the same old marketing channels. The latest social media sensation was too hot. Television was too cold. But then the brand tried using fictional storytelling to entertain and engage consumers, and that was just right.

And they lived happily ever after.

November 21, 2016

Men’s Grooming Brands Have a Man Problem


I’m on a horse," Isaiah Mustafa says at the end of an Old Spice commercial that sees him embody every enviable masculine stereotype — rich, muscular, great with women — and add "great-smelling" to the mix. He’s the man your man could smell like. The commercial is playing with and making fun of the branding in this space, but also: Is it? Six years later, branding on men’s products remains extremely over the top.

It's okay to have products, men.

November 15, 2016

Taco Bell's New Logo Coincides With Vegas Strip Debut


Taco Bell is ringing in the new week with a new look and a new address. The fast-food chain is updating its logo for the first time in more than 20 years. The new look coincides with Monday's opening of its first flagship store, located on the Las Vegas Strip. The revamped look and sexy location are the latest ways Taco Bell is trying to connect with young, hip diners.

Out with the old, in with the new.

November 14, 2016

GoPro Helps You Stay in the Moment, Says Brand's First Scripted Spot


GoPro is not a brand you'd immediately associate with mindfulness, but living in the moment is the key thrust behind the wearable tech brand's new global campaign. The company's first scripted spot (it has previously relied on user-generated content) urges us: "Don't stop what you're doing to capture what you're doing," as we see people holding their phones to film amazing scenery, friends doing exciting stuff or their kids playing.

Right in the feels.

November 11, 2016

5 Ways Brands Can Build Loyalty With Young Consumers

20161103151705-GettyImages-513602209.jpegBuilding brand loyalty among consumers is complicated at best. But companies who hope to cultivate a strong following among the youngest generations, including Millennials and Generation Z, have some serious wooing to do. These consumers have grown up in a very different environment than previous generations, and have a distinct way of viewing the world. This worldview in turn shapes their consumer habits and lifestyle choices.

Be real, but not too real.

November 8, 2016

Modern Loyalty: Love in a Time of Infinite Choice


They say brand loyalty is dead. They say Millennials are to blame. Or maybe constant connection is exposing people to more choices than ever before. What we do know for sure is that brand loyalty still matters. And it’s anything but dead. Facebook IQ surveyed 14,700 adults in the US, taking a look at the state of loyalty today in five verticals: Auto Insurance, Airlines, Hotels, Grocery and Restaurants.

Loyalty above everything.