James Bond might be British, but his brand strategies are universal. Here are 007 tips to ensure your brand is shaken, not stirred:
"For most brands, a risky marketing move consists of not testing the copy on that new ad, or using a new media channel despite the lack of rock solid metrics.
Red Bull’s idea of risk is that one of its sponsored athlete’s bodily fluids will turn into gas as he plummets 24 miles from space at 800+ miles per hour while his parents, girlfriend and the rest of the world watch, live.
With the Red Bull Stratos Project, the energy drink brand-turned-media company brought extreme sports spectacle to new heights and redefined the idea of content marketing, PR stunt and brand utility.”
What’s missing from this Starbucks store? The branding.
Christina Chaey reports:
"The MTA’s iconic blue-and-gold MetroCard, wielded daily by 8.5 million New York City public transit riders, is getting a new look, brought to you by retail stores around the city who are turning your transit card into a coupon.
Starting this week, NYC riders will start seeing branded cards featuring coupons or promotions from retail stores.
Gap, for example, is using the MetroCard’s real estate to promote its newly remodeled flagship retail store in Chelsea. It’s also offering MTA riders 20% off through November 18 when they present their Gap-branded MetroCards at any retail location.”
Pentagram was tapped to rebrand chess. What they presented was an enigma.
Rebranding the cops: the new Milwaukee Police Department website has a striking design.
Microsoft is expected to unveil a new logo today. Over the past 26 years, the Microsoft logo has undergone roughly eight redesigns, but they’ve never deviated from the four-paned window. When the company introduced its new, simplified logo this spring, they positioned it as a radical departure from tradition—new font, new imagery, new color. In reality, says Kim, “the new logo is radical, but does not shed the past.” Furthermore, what works on a Microsoft Office box doesn’t necessarily work for the brand’s rapidly expanding line of products, like XBox and Surface. “Microsoft is showing a progressive vision that was missing in the company for years,” says Kim, and their logo should reflect that progressivity. By clinging to the past, Microsoft is projecting a muddled picture of its new direction.
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Is anyone visiting the timeline pages for brands?
“The key thing about good content is that it requires that you think about it first and foremost from the point of view of the consumer and what they want to hear, rather than from the point of view of the brand and what it wants to say. That is a major shift in perspective for many marketers and one that some aren’t capable of making. It often requires talking about your category or the subject you’re expert in rather than the characteristics of your company or brand.”