Sunday Musings w/ Shore Branding – 10-12-14

Branding and Digital Marketing

Branding and Digital Marketing

Welcome to another edition of #SundayMusings – the top news and stories that caught our attention from the past few weeks.  We have wrapped up our focus on LinkedIn and this week’s musings take us back to the core principle of branding.  Here are several branding-related stories that caught our attention:

#1 – 10 Social Media Mistakes That Could Be Hurting Your Brand – via HuffingtonPost.com

Premise: The vast majority of Americans are on social media which means your brand needs to be there (somewhere) too.  However, one mistake can be costly.  The writer puts together a list of 10 common mistakes that have been made in the past and continue to be made seemingly on a regular basis.

Thoughts: Interested in annoying your audience?  Do you want to cost your brand the equity that has been built over a long period of time in 140 characters or less?  If you answered “No” to these questions, you probably want to check out this list as, at the very least, a good reminder of what not to do with your brand’s social media pages and/or presence.

My “favorite” one here is #3 – “Getting too personal” and the examples from Amy’s Baking Compnay and KitchenAid.  You might want to take a step back from the keyboard before posting anything remotely similar to the meltdowns these brands had in the past.

#2 – “Six great automotive content marketing campaigns” via econsultancy.com 

Premise: The author has found six examples of various content marketing efforts being made by automakers.  The efforts themselves are largely different and go across various mediums.

Thoughts: What I loved about this article right from the beginning is the author’s comment, “I’m not sure I’ve ever been able to properly define content marketing …”.  That is a nice synopsis of my thoughts on the niche that has become content marketing.  It is branding.  No, really, it is.

The efforts of two automakers caught my eye here.  The Nissan Leaf community is a great way to bring together current (or past) owners of the car to provide honest feedback.  The other is Honda’s YouTube channel, Honda Stage.  I’ve mentioned my loyalty to Honda in the past so this shouldn’t be too much of a surprise.  Partnering with various music brands that are relevant to a younger audience will/should help Honda gain and build brand salience with present and future car purchasers.

#3 – “The 13 Steps to Content Marketing Success” via ClickZ.com 

Premise: Success in content marketing builds value in your overall company – whether that be through customer engagement, sales, or elsewhere.  The author puts together a list of tips for consideration when drawing up your content marketing plan and how to measure its success.  From ‘setting a goal’ through bringing your content marketing efforts to life, following these steps will help increase your chances of success.

Thoughts: Here we are again with ‘content marketing’.  The beginning four steps here are critical to your success.  While many of the middle steps listed here are straightforward, there is also an important stage at the end of the writer’s list to consider.  #11 – ‘Set up tracking’ is an important element if you want to better understand where your viewers are coming from and can help you adjust your current efforts or note for future efforts.  

#4 – Adweek’s Top 5 Commercials of the Week via Adweek.com 

Premise: At the end of every work week, Adweek compiles a list of the top ads.  Last week’s ads included ones from GE, Strongbow, Starbucks, Volvo, and Dove.  Readers can vote for their favorites on a weekly basis.

Thoughts: If you don’t have this bookmarked or in your Feedly feed, you probably should.  What caught my eye about last week’s ads were the first three in this list.  GE’s ad with Jeff Goldblum is so bizarre I still don’t know what to think about it.  See below, as I had to put in this write-up so that it isn’t a click away.

The same agency that worked on Heineken-owned Newcastle Brown Ale is at it again with another brand under the Heineken umbrella – Strongbow.  This ad cracked me up.  The Starbucks ad is the brand’s first global campaign, which actually surprised me that it has taken this long for a more broadly distributed campaign.

Tweet of the Week:

Interbrand’s 2014 “Best Global Brands” report is out and you need to take a look.  Follow the link in the Twitter ad above to the landing page of the report.  If you scroll down to the bottom of the page you will find all of the content that was put together for this year’s report.  This includes the list itself (which highlights the top risers year over year), the methodology, interviews, etc.  There is a tremendous amount of information here to digest and is well worth the time.  Enjoy!

What news or stories caught your eye this week?  Enjoy your Sunday and have a great week ahead!