Category Archives: Social Branding

Santa goes Digital-Mobile-Social

No longer does the Macy’s Thanksgiving Day Parade Santa Claus usher in a holiday season of window displays. Today’s consumers start their holiday shopping research online and closer to Halloween, nearly a month before Black Friday and Cyber Monday. They use digital, mobile, and social media to shop both in stores and online – digital technology has changed the holiday shopping experience. But how are retail and other consumer brands adapting themselves to the digital-mobile-social marketplace for the holidays? And how can brands stand out in the flurry of holiday marketing?

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Is your Brand Fluent? – Localized Branding Abroad

The surprising announcements from these two international powerhouses beg the question: how far should a brand go to gain relevance and (most importantly) market share abroad?

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Cause and Affect

Are companies engaging in social causes because they genuinely want to help or because they recognize they can’t win in consumers’ minds if they don’t? As Home Depot CEO Bob Bardelli put it,  “Our duty as individual citizens and as corporations isn’t to simply wait for government to do everything for us, but to recognize [...]

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Old Spice – strategic, not just social

Social media does not exist in a vacuum. It is part of a complex marketing mix that needs to stem from sound strategy.

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Seriously Green

It’s about time, but people are finally seeing green. Not the green-washing of the last few years, where slapping a leaf logo or some vague environmental sensitivity tagline on your product seemed to be enough. No, this appears to be the real thing. And although the standards for clarifying what makes something officially green are [...]

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