August 4th, 2013

Love this campaign by North for Cover Oregon. Elevating what could be a mud-throwing political debate into a larger space, celebrating Oregon and Oregonians, that most people can agree with. And, not trying to sell the service, but introducing and raising awareness of the service before they get into specifics.  ”Long Live Oregonians” - :60 (by Cover Oregon)

January 14th, 2013
Today’s writer is also a digital writer who can edit, build their own website, shoot and make video games. Creatives today, like their smartphones, must be able to do everything. And well.
January 13th, 2013
December 16th, 2012

Strategy Beta - 15 Marketing Trends for 2013

'Tis the season…when the web becomes fat with reflections and best ofs for the last 12 months and predictions for the next 12. Some lists are awesome, some not so much. Each year, marketing consultant Rohit Bhargava shares his predictions for early stage technologies and business concepts that will power the next year. His lists fall into the awesome category.

Not only does he call out, define, and provide examples of the upcoming trends, he also revisits his previous predictions to grade their accuracy (he did well in 2012, which is why 2013’s presentation is a good investment of your time.

November 26th, 2012
Creativity is a force multiplier, the better the work, the higher return on your investment.
Denny Haley, former BBDO chief creative officer.

(Source: startribune.com)

October 16th, 2012

How do US consumers research and purchase sporting goods products? The Consumer Barometer is a great research tool. It provides insight into how consumers use online and offline information sources in their purchase process.

October 4th, 2012

The case for pictures, not 1000 words. Brand videos seem to be all the rage, with creative teams tormenting themselves to capture the essence of their brand in video form. Many brands think that exercise includes writing the perfect poetic polemic on why their brand exists. O’Neill keeps it simple, tells the story in images with a single quote at the end that perfectly captures why. 

(Source: oneill.com)

October 3rd, 2012

"People don’t buy what you do, they buy why you do it."  Product plus purpose (or purpose plus product) are two key foundations of a solid, remarkable, inspirational brand.

(Source: startwithwhy.com)

October 2nd, 2012

L2′s inaugural Digital IQ Index®: Sportswear report benchmarks the digital competence of 42 global sportswear brands, looking at over 675 data points across four dimensions: Site, Digital Marketing, Social Media and Mobile.

Final brand rankings were broken out into five categories: Genius, Gifted, Average, Challenged, and Feeble. Some marketing egos will be bruised as Teva and Patagonia only earn Average rank, and Arc’Teryx and Marmot are Feeble.

Here’s how the rankings break out:

Genius:

1. Nike
2. adidas

Gifted

3. The North Face
4. Puma
5. L.L. Bean
6. Under Armor
7. New Balance
8. Quicksilver
9. Reebok
10. Lacoste 
11. Burton
11. Converse
11. Vans

Average

14. Teva
15. Timberland
17. Columbia
20. Merrell
22. Patagonia

Challenged:

30. Mountain Hardwear
31. Keen

Feeble

37. Arc’Terxy
38. Marmot
38. Vibram
40. Fila

You can download the report excerpt here.

September 29th, 2012
A green marketing backlash? A new Green Gauge report from GFK highlights the current state of “green” marketing landscape, with some good takeaways for brand, product, and marketing strategy.
93% of consumers say they have personally changed their behavior to conserve energy in their household.
29% of smartphone owners use apps to reduce their environmental impact
Terms like organic and recyclable have strong positive resonance, but are often associated with higher prices.
There are five- to 12-point drops in the percentage of consumers willing to pay more for eco-friendly
“Much of the fault for the consumer pushback lies with marketers for over-hyping green products and making overly aggressive claims. ‘You have this kind of heightened distrust,’ said Diane Crispell, consulting director at GfK. ‘Consumers have become hypercritical. You see it with green and health claims.’.”

A green marketing backlash? A new Green Gauge report from GFK highlights the current state of “green” marketing landscape, with some good takeaways for brand, product, and marketing strategy.

  • 93% of consumers say they have personally changed their behavior to conserve energy in their household.
  • 29% of smartphone owners use apps to reduce their environmental impact
  • Terms like organic and recyclable have strong positive resonance, but are often associated with higher prices.
  • There are five- to 12-point drops in the percentage of consumers willing to pay more for eco-friendly
  • Much of the fault for the consumer pushback lies with marketers for over-hyping green products and making overly aggressive claims. ‘You have this kind of heightened distrust,’ said Diane Crispell, consulting director at GfK. ‘Consumers have become hypercritical. You see it with green and health claims.’.”
September 25th, 2012

Respect the Beard, indeed. Antler & Co., another player in the retro-woodsman brand category, reminds us of the power of olfactory perception. 

(Source: adventure-journal.com)

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