"Like the mentally challenged Lennie in Of Mice and Men, brands have yet again picked up something cute and squished it to death."
We’re gathering up as many cringeworthy corporate selfies we can find. Who are some of the worst offenders you’ve come across?
It’s becoming more and more important for companies to find ways to make money without being evil. From creating shared value to using big data, here’s how that’s going to get even easier.
From personally motivated, world-changing ideas to a big boring brand that thrilled the Internet—these are the frontrunners for glory at the big Cannes adfest this month.
Marketers are on the pitch and ready to go. Here are our picks for early winners.
A fictional personality built a huge following for Marvel. Here’s how the man behind the Twitter mask did it.
Everyone knows Spider-Man and Iron Man, but do you know another Marvel Entertainment power player: Agent M?
Agent M is the twitter alias for Ryan Penagos, the executive editorial director of Marvel Entertainment’s Digital Media Group, who has been quietly building a massive personal Twitter following of 1.32 million sharing his insights on tacos, video games, pop culture (and yes quite a bit about comics as well).
Penagos was hired by Marvel in 2006 to kick-start the company’s online content back when social media was an emerging trend.
“In the beginning, we had two blogs and a variety of things that were very informal,” says Penagos. “They hired me to come in and go crazy. It was almost like the Wild West—I could do anything I wanted with some oversight.”
Graphic designer Jennifer Beatty, a graduate student at the School of Visual Arts in New York, decided to use the shrapnel from once-loved but now broken bikes to create something else people can love: art. The idea emerged when Beatty and her fellow students were tasked with creating a 100 Days project, in which the artist performs one basic operation every day for 100 days—to eventually add up to a larger piece of art. Beatty’s is called 100 Hoopties, “hooptie” being a slang term for a beat-up old bike.
In the Maine backwoods, a loner with no TV or hot water heater lives mostly in obscurity, even as his face is plastered on beauty products sold around the world.
Dormant for years, the world’s greatest salsa label is back and celebrating its 50th anniversary. How a new digital strategy and smart branding have revitalized—and returned to profitability—this major cultural institution.
“We’re somewhat the uninvited guest,” says Cliff Marks, president of sales and marketing at NCM Media Networks, which produces the program. “No one comes to the movies and says, ‘I wonder what’s going to be in the pre-show.’ But since we’ve created this show, you wouldn’t believe how great the consumer response is.”
When it launched in 2002, he says, people booed and threw stuff at the screen. Today, in surveys, 95% of viewers say they like it.
"People can copy your model but they can’t necessarily copy your brand. A brand is a point of view and a world you create." - Warby Parker’s Neil Blumenthal on Focus
It’s a simple idea: On May 3, bag your clothes, press the “Spring” option in the Uber app, and bring your bags out to the Uber car when it arrives. That’s it.
Why doesn’t the tech industry use mascots as much as other industries? The answer is more nuanced than you’d think.
“You want your image to be consistent and thoughtful and what comes up at the top of a search to match that. So, go ahead and Google yourself.”