Sunday Musings w/ Shore Branding – 3-29-15

Sunday Musings w/ Shore Branding - St. Patrick's Day Edition (Photo credit: ILoveShelling.com)

Sunday Musings w/ Shore Branding – St. Patrick’s Day Edition
(Photo credit: ILoveShelling.com)

Today’s #SundayMusings with Shore Branding is going green … for St. Patrick’s Day branding news!  Here are the top branding and/or digital marketing stories that caught my attention over the past few weeks revolving around the luck of the Irish and St. Patrick’s Day.

#1 – “Liam Neeson Narrates This Gorgeous Tourism Ad for Ireland Timed to St. Patrick’s Day” – via AdWeek.com

Premise: A 60 second ad to help promote visiting Ireland with Liam Neeson as the voiceover.  The ad itself also carries the #GoGreen4PatricksDay.

Thoughts: What better way to start a St. Patrick’s Day #SundayMusings than a visual trip to Ireland?  Fantastic ad with iconic landmarks from around the world, plus the natural beauty of Ireland itself.

The hashtag probably could use a little work though.  Throwing in the “St” probably would have helped make it a little easier for others to remember / use the right phrase.

#2 – “A Diageo Reminder: ‘Guinness Is Good For You’ Beyond St. Patrick’s Day Too” via brandchannel.com

Premise: WSJ reports that four times as many pints of Guinness are consumed on St. Patrick’s Day vs. your normal day.  Guinness has been struggling to increase or even maintain sales in the US – largely thanks to the growing craft beer movement.

The brand is doing its part to promote its corporate citizenship and “green” initiatives.  The write-up includes a number of tweets circling around these programs and the promotion of Guinness Blonde, the latest brand extension from the brewing company.

Thoughts: Guinness is my #1 beer of choice, but I can’t help to think about the brand extensions they have launched here in the US and how they simply have not taken off.  Black Lager and now Blonde have no appeal to me under the Guinness name.  All I want to see is the original, no matter how much weight the Guinness name carries.

#3 – “Bud Light’s St. Patrick’s Day tweet has users seeing red instead of green” via mashable.com

Premise: To celebrate St. Patrick’s Day, Bud Light tried to leverage/hijack the holiday and threw in its #UpForWhatever hashtag into a tweet.  Said tweet however had of five women in it and insinuated that it was OK for you to pinch others (read: women).

Thoughts: This went over about as well as you would suspect.  Bud Light deleted the tweet, issued an apology and tried to move on as quickly as possible.  Damage done.

Seriously though, did someone really think the hashtag campaign #UpForWhatever wasn’t going to eventually lead to some level of trouble?  Whether it was from the company itself (check) or the hashtag being hijacked (check), it was bound to happen sooner rather than later.  You can read some of the replies from Twitter users within the link above.

#4 – “How To Get Lucky With Content Marketing” via uberflip.com

Premise: A catchy slideshow on content marketing from uberflip on setting goals that provides several recommendations on how to leverage content marketing and measure the results from those efforts.  The strongest recommendations however – talking to your current customers and putting that to good use, and focusing on growth metrics (vs. engagement metrics).

Thoughts: While it was put together to drive you to their free ebook, I loved the St. Patrick’s Day theme throughout the slideshow.  Visually appealing, easy to read and flip through, and I didn’t feel inundated with “sales” materials throughout each slide.  I may have to check out this ebook …

Tweet of the Week:

Rather than give you one tweet, we decided to go with a slew of them from brands and companies focusing in on St. Patrick’s Day!  Hope you enjoy …

That’s it for this week’s St. Patrick’s Day branding-inspired #SundayMusings.  What brands caught your attention with their holiday efforts?

Pin of the Month – The Power of Word of Mouth Marketing

Building Your Brand Through Customers - The Power of Word of Mouth Marketing by Salesforce Canada

Building Your Brand Through Customers – The Power of Word of Mouth Marketing by Salesforce Canada

 

March’s “Pin of the Month” landed in our Inbox a few weeks ago.  With a focus on branding through word of mouth advertising, the infographic above from Salesforce Canada’s blog provides quite a few staggering numbers in the power of word of mouth.

An overwhelming majority are influenced in the purchasing/buying behaviors by word of mouth advertising from others.  Whether that is friends, family, and/or brand ambassadors, leveraging word of mouth advertising is critical for your brand.  I was actually surprised that WOM was the “second best source of revenue according to US small businesses”.  When I think of building small businesses, WOM is the first brand builder that comes to mind.  Without word of mouth, small business owners will have an uphill battle in getting their business off the ground.

The infographic then moves on to help explain why customers share information and recommendations about brands and closes with several tips on how to get others to talk about your brand.  There are several items that I wanted to highlight among the tips that I felt are worth noting:

  • Under “Target” I was glad to see they mentioned employees … there may not be bigger ambassadors to your brand or business than your own employees.
  • Social listening continues to grow in relevance and importance.
  • Reverting back to brand ambassadors, developing a program that is dedicated to these consumers is a great idea.  Identify these people and try to come up with some type of program that rewards them for being an ambassador.
  • Finally, as always, tinker with your program to find the right mix.  Stick with what is working and adjust the rest to optimize the program.

Have you focused any attention to word of mouth advertising?  Do you have an ambassador program for your advocates?  What has worked for you in the past?  Let us know in the comments below.

For those unfamiliar with our “Pin of the Month”, every month we post one of the better infographics, pictures, etc. that we find on our Pinterest page and (over-) analyzing it in our “Pin of the Month”.  If you have an infographic that you would like to promote here on Shore Branding, just let us know.

 

Sunday Musings w/ Shore Branding – 3-15-15

Branding and Digital Marketing

Branding and Digital Marketing

Welcome to the latest #SundayMusings with Shore Branding!  This week’s stories highlight the latest and greatest news as we head into 2015’s SXSW conference in Austin, Texas.  Are you traveling to SXSW this year?  If so, let us know what you think.  Below are the news stories that caught my attention …

#1 – “New Fitness Brand Radius Keeps SXSW 2015 ‘in shape’” – via MobileMarketingWatch.com

Premise: Fitness and wearables will play a large role in this year’s edition of SXSW in Austin and Radius will be looking to lead the way.  Radius, from NBCUniversal, works with RadiusFitness.com on personalized workouts for desktops and mobile devices.  The brand will be hosting and promoting itself throughout the festival.

Thoughts: Through sponsorship and branding at charging stations and through hosting across the festival, Radius is just one of a large number of brands looking to capitalize on SXSW’s popularity.  The brand is going to have to break out the big guns if it is going to want to break through the clutter at the event.

That said, it does make perfect sense for a brand that focuses on one of the hottest of hot topics – wearables – tries to make its mark at SXSW this year.

#2 – “Four Major Brand Activations To Look Forward To At SXSW 2015” via IPGLab.com

Premise: As we begin the SXSW conference, several brands have already made big news heading into the event.  McDonald’s has been in the news for the past few weeks for its forthcoming efforts to win more among millennials.  Twitter and PayPal will be ramping up their efforts, while Lyft (and Uber) look to continue their upward trend in popularity and usage.

Thoughts: It has been an up and down few weeks for McDonald’s as they take the stage (if you will) at SXSW.  It looks like the food chain has succumb to pressure and will pay bands to perform.  I’m not sure “I’m lovin’ it” (…) when I see they have named their WiFi stations “Fry-Fi” stations.

Lyft and Uber are in an interesting battle in Austin over the next week or so as they both look to continue moving forward with their services.  Lyft is taking it up a notch by providing rides in more upper profile vehicles.

#3 – “Marketers Bet On Clever Hashtag Campaigns to Stand Out at SXSW” via AdWeek.com

Premise: Brands have to find a way to break through the clutter at SXSW and several brands are launching hashtag campaigns to try and do so.  Poncho, a startup in mobile weather, is partnering with Resqwater (“an anti-hangover drink”) and has created the #askponcho hashtag to help those in Austin with drinks, sunglasses, umbrellas, and more.

Thoughts: Great idea above by Poncho to work with another company to create a unique way to breakthrough the clutter.

I’m not sure I can say the same about the last example provided in the link above.  A food-photo strike inspired by people’s food insecurity?  Where are we going in the US?!  While they are linking to an Instagram feed and have created a microsite for the campaign, I really can’t get behind this one at all.  Sorry.

#4 – “Is your brand ready for SXSW 2015?” via Ketchum.com

Premise: SXSW is know for Food, Technology, Branding, and more.  Ketchum’s team is prepared based on past experiences and will be keeping you up to date on what’s working at SXSW 2015.

Thoughts: Before we get too far ahead and into the 2015 edition of SXSW, Ketchum takes a look back at what has worked in the past and provides a few key numbers that helps explain the size, scope, and potential importance of your branding efforts at SXSW.

Tweet of the Week:

Seven tips … well, five plus two promotional efforts from Simply Measured … for those heading to Austin Texas for this year’s SXSW event.  Loved the acronym “ABC … Always Be Charging” and the tip to leverage Evernote’s ability to help make your life that much easier – by keeping your receipts in one place for an expense report vs. having 50 paper receipts stuffed in your wallet or bag.

That’s it for this week’s #SundayMusings and #SXSW news.  What are you most looking forward to at this year’s SXSW?  Let me know in the comments below.

Sunday Musings w/ Shore Branding – 3-1-15

Sunday Musings w/ Shore Branding - The Valentine's Day Edition! (Photo credit: blog.templatemonster.com)

Sunday Musings w/ Shore Branding – The Valentine’s Day Edition!
(Photo credit: blog.templatemonster.com)

 

We are closing out February with a Valentine’s Day #SundayMusings – taking one last look at the branding and digital marketing news from brands and companies as they relate to Valentine’s Day.  Here are the holiday stories that caught my eye heading into and through the month.

#1 – “Love Across the Twittersphere” – via blog.twitter.com

Premise: The Twitter blog dives into some Twitter Analytics and how “love” is spread across the network.  Sweden comes out on top as the most “in love” country around the globe.  Twitter also takes a look at some of the most commonly used hashtags across the calendar year.

Thoughts: The Twitter blog is a great bookmark to see the latest and greatest from the site.  It hits on current and relevant news, holidays, sporting events and more.  I’m not sure what level of humor vs. sadness I find in the hashtags across the span of a calendar year.  (OK, it’s funny)

#2 – “Microsoft’s Valentine’s Advice: Break Up With Siri and Start Seeing Cortana” via AdWeek.com

Premise: Microsoft continues to heavily promote its Cortana personal assistant and take on Apple’s Siri, continuing this direct messaging for Valentine’s Day with two new ads.

Thoughts: Microsoft is very likely waging a war that it can’t win.  As it continues to be one step behind – if not more – its role in Tech continues to be playing from behind and adjusting to go head to head against Apple and/or Google.

While Microsoft continues to dominate the workplace – with a very solid product suite – the company continues to trip all over itself outside of this niche/space.  Cortana isn’t going to win Microsoft a ton of share.  Please innovate!

If you are looking for a winning ad this Valentine’s Day, look no further than this gem found on AdFreak:

#3 – “14 Ways to Romance Your Audience With Content Marketing” via HeidiCohen.com

Premise: Heidi Cohen shows us fourteen ways in which romance is critical to your content marketing success.  Across these fourteen steps you will find a quick blurb on each one, along with examples of success from across the web.

Thoughts: My favorite ‘tip’ here is #12 – “Spotlight your customers”.  I love when big brands do this, it brings them to life and typically provides a ‘feel good’ story.  Perhaps the hardest one for me is #4 – “Skip the words”.  While the main idea here is actually to use pictures and video, I’m actually talking about limiting the number of words to get the point across.  What tip do you find to be the hardest to cover off on for yourself?

#4 – “Branding Love: Who Owns Valentine’s Day?” via BladeCreativeBranding.com

Premise: According to a report from the National Retail Federation, approximately $19 billion was to be spent in the US this Valentine’s Day.  Breaking that down a bit, there is $2.1 billion spent on flowers, $2 billion on clothing, and $1.7 billion on chocolate/candy.  Within each of these categories – along with gift cards – the author takes a look at the brand leaders within each.

Thoughts: No surprise at all that Victoria’s Secret would lead the clothing category.  1-800-Flowers has done such a great job of turning themselves into a powerhouse in the online floral market.  Their loyalty program is one of the better ones that I am a member of.  In fact, they received my vote in the poll at the bottom of the write-up.

Tweet of the Week:

Save our “Tweet of the Week” for next Valentine’s Day in case you are looking for an idea on a good hashtag campaign.  #FeelTheLove of your next campaign!

That wraps up our Valentine’s Day #SundayMusings.  Did any brand catch your attention with their holiday messaging?  Let me know in the comments below.

 

Pin of the Month – Super Bowl Ads

Super Bowl Advertising by the numbers. Infographic by Engagor

Super Bowl Advertising by the numbers. Infographic by Engagor

Our February “Pin of the Month” wraps up our NFL and Super Bowl coverage this month.  Building off of our Super Bowl Ad Review, our “Pin of the Month” summarizes the overall impact of Super Bowl ads and which brands got the most out of their investment.  The infographic above was created by engagor who measures social customer experiences and engagement.

The numbers from engagor aren’t too surprising, albeit incredibly impressive for the NFL and its Super Bowl ads.  Almost two million mentions of Super Bowl ads on Twitter and Facebook – however, note the discrepancy in percentages between the two sites, with Twitter claiming the vast majority of references.

So what brands won and lost during the Super Bowl?  McDonald’s and T-Mobile won according to engagor, while Nationwide was largely panned for its (disgusting) ad.

Here are a few other items that caught my eye from the infographic:

  • The dominance of mobile over desktop – continuing to display the shift to mobile in our behavior.
  • Campaign hashtags were all the rage – but only a couple of brands specifically hit the top of the list – Doritos, Nationwide, and the new Jurassic Park movie.
  • Glued to the television, I largely stayed off of social media during the game and had no idea that McDonald’s was essentially live tweeting and commenting on other brand’s ads.  Great idea from their social media team.

What brands caught your attention during the Super Bowl?  What ads did you particularly like or dislike?

For those unfamiliar with our “Pin of the Month”, every month we post one of the better infographics, pictures, etc. that we find on our Pinterest page and (over-) analyzing it in our “Pin of the Month”.  If you have an infographic that you would like to promote here on Shore Branding, just let us know.

 

Sunday Musings w/ Shore Branding – 2-15-15

Sunday Musings w/ Shore Branding - The Super Bowl Edition! (Photo credit: MixedNutsAndLove.deviantart.com)

Sunday Musings w/ Shore Branding – A look into NFL branding
(Photo credit: MixedNutsAndLove.deviantart.com)

This weekend’s #SundayMusings will focus on the NFL and NFL branding.  While the league has clearly become America’s favorite sport with millions watching every weekend, it certainly doesn’t have its warts.  The league can’t seem to stay out of the news in a negative way as well.  Check ESPN’s NFL page at any point and you are likely to see at least one headline of a legal issue.

The 2014 season started off with the Ray Rice domestic abuse incident and Adrian Peterson’s child abuse case, then finished with “DeflateGate”.  Commissioner Roger Goodell stumbled and bumbled all the way through both, leading to more terrible PR for the league.

Within hours of the season ending in Super Bowl XLIX, the NFL found itself with more controversy.  Cleveland Browns QB Johnny Manziel checked himself into rehab and his star WR was busted once again and suspended for all of the 2015 NFL season.  None of this is good news but the NFL will survive.

Typically in #SundayMusings we look for stories within the past week or two to discuss.  However, we’re going a little further back this week and looking at various articles that have been written about the NFL’s branding and how/where the league stands to benefit.

#1 – “The NFL Brand – Discuss” – via Forbes.com

Premise: With several of the stories listed above hot in the news, the author conducts a ‘roundtable’ discussion on the NFL brand with several strong minds in the marketing and advertising space.

Thoughts: Excellent reference to the NFL as “The Teflon Brand” as no matter what the issue has been, the NFL has moved past it and gotten stronger in the ratings.  There are a lot of good ideas and thoughts in this piece and is worth the read, particularly behind the last question/thought, “can a brand be too strong, too powerful?”

#2 – “After Ray Rice, the NFL Needs to Go Big to Restore Brand with Women” via AdWeek.com

Premise: After the Ray Rice story broke, many said that the NFL needed to more than just treat it like a PR issue.  The NFL was going to have to really focus on this and women in order to not lose a significant chunk of its audience.

Thoughts: The NFL responded and forged partnerships with domestic violence groups such as No More.  Throughout the season there were “No More” ads aired on live broadcasts and on NFL Network.  The latest was aired during the Super Bowl …

#3 – “The NFL Brand May Just Be Unstoppable” via TalentZoo.com

Premise: Despite its PR issues, the NFL is the most powerful brand in sports, controlling its own image, licensing, and messaging.  There are no “down times” across the calendar year in the NFL, as it has spaced out its activities to ensure it stays in the news and in the minds of fans.

Thoughts: This is something the NFL does very, very well and where leagues like MLB are a disaster.  Throughout the offseason, there are key dates for the NFL like the draft, the combine, the schedule release and more.  Meanwhile, MLB releases the following season’s schedule during their own playoffs, when fans are paying the most attention.

#4 – “UA Branding Expert Says NFL’s Image Will Recover” via UANews.org

Premise: UA’s Hope Schau provides perspective on the NFL’s branding efforts over the course of the past season.  She says that while the NFL has made its fair share of mistakes, “the NFL hasn’t lost the essence of what it is.”  The NFL brand will recover and move on.

Thoughts: Excellent point from Schau towards the end of the write-up, reminding us that social media allows us to shape our own image in front of the world, 24/7.

It would take quite a bit for me to believe the NFL is not going to be able to recover.  One of those areas would be a mutiny from former and current players regarding player safety (concussions and more).  That is probably the only way I can see the NFL brand falling apart and that isn’t likely going to happen soon.

Tweet of the Week:

The cynic in me completely buys into this story and article.  I personally don’t like Roger Goodell at all.  This article paints that picture perfectly for me.  Take the 8 minutes to read this article from Deadspin – it could completely change your opinion on what the NFL tried to do this season and fix its PR issues.

What do you think of the NFL’s branding efforts?  Will this ship sink or does it have enough support to continue to move past its off the field issues?

Super Bowl Ad Review 2015

 

It is that time again!  Last weekend’s Super Bowl XLIX managed to break the preceding year’s viewership record, drawing 114.5 million viewers vs. last year’s 112.2 million.  This year’s Super Bowl was one for the ages, even if my favorite team lost in heartbreaking fashion.  That also meant that more people were still glued to their TV as the game wore on and the brands that spent money for advertising late in the game got what they paid for – attention.

As we have done in the past (2014 & 2013), here is my Super Bowl ad review from a panel of one.  One important caveat for this year’s countdown – there are two countdowns here.  Welcoming a newborn to the family in mid 2014 leads to a complete bias for the sappy ‘Dad’ commercials.  So I’m ranking those separately.  They would be at or near the top of the regular countdown.  Aside from the Seahawks pulling on heart strings, the ads in the “second countdown” below also led to me needing to call my own timeouts.  Good grief.

The overall countdown:

#5 – Jeep’s “Beautiful Lands”

Jeep selected a great song for the background and did enough on the branding on the back half of the ad itself.  What I particularly liked is that they showed a domestic side for the first 30 seconds but then seemed to suggest their global footprint through the rest of the ad.

 #4 – Budweiser’s “Lost Dog”

Excellent follow-up from Budweiser on past Super Bowl ads.  The Clydesdales are essentially Budweiser branded and at this point, I’m starting to think this puppy is too.  Budweiser also chose to use “I’m gonna be (500 miles” which was probably stuck in at least 1 million people’s heads after the ad aired.  I actually thought this was performed by FUN but Budweiser’s YouTube page gives credit to Sleeping At Last.

 #3 – Carnival’s “Come Back To The Sea”

To be perfectly honest, I’m still not sure what it is about this commercial that I really like, other than the fact that it was simply enjoyable.  You knew it was for a cruise line pretty quickly but the branding for Carnival isn’t that great at all.  The voiceover and the visual of the ad were both powerful though.

 #2 – Doritos’ “Middle Seat”

This one made me laugh out loud, probably due to first hand experiences and wanting to pull similar stunts off to avoid having someone sitting next to me on a plane.  The branding of Doritos was OK, as they show the bag in the middle and then again at the end of the ad.  As always though, Doritos went with a humor angle and this one simply worked for me.

 #1 – Avocados from Mexico’s “#FirstDraftEver”

Simply phenomenal.  Catered perfectly to the Super Bowl and a draft theme.  There were multiple one-liners in here that are/were hysterical.  The dodo bird fainting, the polar bear going “Beach, Beach!”, just a really well done ad from a humor angle.  The branding was weak for 45 seconds but it finished up nicely and included a hashtag to boot.

 Now, here are the three ‘Dad’-driven ads that made their own list.  As if the Super Bowl itself wasn’t tough enough to watch, these advertisers had to throw this in the mix this year?  Come on!

 #3 – Microsoft’s “Braylon O’Neill”

To the ~300 people that gave this a thumbs down on YouTube – have mercy on your soul.  Occasionally, people are the worst.

 #2 – Dove’s “#RealStrength”

Yep … this was equivalent to two quick jabs to the face and got me.  I don’t care that there wasn’t an ounce of branding until 47 seconds into the ad.  Throw in the hashtag for some social media tracking and I include this in my “winner” column.

 #1 – Nissan’s “With Dad”

… And there it is, the right cross to the jaw and I’m out.  “Cats in the Cradle” in the background a mirage of images and snippets of the kid growing up … done.  Nice use of another hashtag as well here, going with #WithDad.

Time to go watch the Doritos and Avocados From Mexico ads again.

There were two ads that went for the quick one-liner in comedy and failed miserably.  Weight Watchers starting off their commercial with “You wanna get baked?” was disgusting.  CURE Auto Insurance also failed miserably in trying to make noise with the NFL’s “DeflateGate”.  Both came off as crude … and lame.

What were your favorite or least favorite ads from Super Bowl Sunday?  Let me know in the Comments section below.

Sunday Musings w/ Shore Branding – 2-1-15

Sunday Musings w/ Shore Branding - The Super Bowl Edition! (Photo credit: MixedNutsAndLove.deviantart.com)

Sunday Musings w/ Shore Branding – The Super Bowl Edition!
(Photo credit: MixedNutsAndLove.deviantart.com)

Welcome to a Super Bowl edition of #SundayMusings!  With some skin in the game for the second year in a row, the nerves are a little shot, as the Seattle Seahawks look to become the first team in a decade to win two Super Bowls in a row.  Ironically, the last team to do so is their opponent later today, the New England Patriots.

Let’s take a look at the top Super Bowl-related stories that have caught my attention over the past few weeks in branding and advertising.  Next weekend will be our third annual Super Bowl ad review, an article I have thoroughly enjoyed writing the first two times around!  With that in mind, I’m trying to avoid picking articles that have highlighted some of the early newsmaking ads.

#1 – “Only 46% of Super Bowl Advertisers Will Score Consumer Engagement” – via AdWeek.com

Premise: A $4.5 million dollar ad spend will get you less than 50% of your audience’s engagement, according to Brand Keys 13th Annual Super Bowl Ad Engagement survey.  Interviewing 2,705 people that intend to watch the Super Bowl the projected big winners include the likes of Super Bowl regulars like Doritos, GoDaddy, and others such as Skittles.  Two of the bigger brands to annually invest in Super Bowl ads – McDonald’s and Budweiser – don’t score well on building engagement.

Thoughts: Interesting “copy testing” like research ahead of the Super Bowl.  You have to wonder how deflating it is to spend all of this money and hear news like this about a negatively received ad before it even airs later today.  Here’s the link to the PDF directly from Brand Keys and the article from AdWeek includes a matrix that measures Engagement and Entertainment across the brand’s ads.

#2 – “Super Bowl 2015: Online Teasers vs. TV Reveal Debate Continues” via BrandChannel.com

Premise: The debate rages on in 2015 – should your brand tease your Super Bowl ad ahead of the big game or should it hold off and wait until it airs live during the commercial break?  The article provides quotes that argue for both sides of the fence with proven success for both.  The other trend that continues to grow is airing teases that lead into your Super Bowl ad, with brands like Skittles and Bud Light going this route in 2015.

Thoughts: You will find an overwhelming poll result in our ‘Tweet of the Week’ below, but my overall opinion on this is that brands shouldn’t release the full ad ahead of the game.  It completely ruins the element of surprise.  At least the teaser clips don’t give away your full ad and can build interest for your brand for tonight.

What do you think/prefer?

#3 – “Newcastle Is Crowdfunding Their Super Bowl Ad” via ConvinceandConvert.com

Premise: Newcastle Brown Ale entered the crowdfunding space in an effort to air a Super Bowl ad.  Their “Band of Brands” effort included a microsite and online videos.

Thoughts: If you have enjoyed Newcastle’s advertising and humor across social media over the past few years, you likely love this … as do I.  You can check out the microsite here and the full ad was released earlier this week:

#4 – “The Super Bowl an ideal time to launch video ads” via YuMe.com

Premise: YuMe conducted their own survey and among the 500 respondents, 79% said they watch the commercials because it is part of the tradition of the Super Bowl.  Over a third (37%) will view the game on a connected device, suggesting that this is no longer about just watching the game or the ads on a big screen TV.

Thoughts: YuMe is always an interesting read as they bring digital behaviors to life with concrete data points.  As more of us continue to shift our TV viewing behavior and add in the “second screen”, it is wise for brands to react accordingly.  As we see in the other stories this week, many clearly are.

#5 – “7 YouTube Stars Help Tease Nissan’s Return to the Super Bowl” via AdWeek.com

Premise: Nissan hasn’t advertised during the Super Bowl in 18 years but that changes later this evening.  The automaker has turned to seven YouTube stars and built the #withdad hashtag campaign to help build a little extra buzz for its ad spend.

Thoughts: We’re getting back to ad teasers vs. airing your full Super Bowl ad prior to the game here a bit.  Nissan goes with what I would prefer other brands to do here, per my comments earlier.  I’m not an avid YouTube watcher so I’m not that familiar with any of these stars.  However, many others clearly are.  The videos themselves bring their own elements to #withdad and I thought they were creative (several shown within this link/story).

Tweet of the Week:

Darren Rovell of ESPN shows the results of a poll that we’ve spent a lot of time talking about in today’s #SundayMusings.  Just under 90% of those who answered said they didn’t want to see a brand’s ad ahead of it airing during the Super Bowl.

The people have spoken, no?  That’s several different data points that suggest the same thing – brands should not release their full ad ahead of the Super Bowl.  Done and done.  Stamped.  Please?

That’s it for today’s #SundayMusings.  Enjoy this evening’s Super Bowl and track which commercials you wind up enjoying during the breaks.  We’ll be reviewing our favorites next weekend here on Shore Branding.

 

Loyalty to Brands – Samsung

Samsung (Photo credit: KiddsKids.com)

Samsung (Photo credit: KiddsKids.com)

With more than a just a slight hint in last weekend’s #SundayMusings, we walked into our latest “Loyalty to Brands” here on Shore Branding.  Founded almost 80 years ago, Samsung has become a dominant force in consumer electronics over the past two decades.  From its rapid growth in equipment and partners in mobile devices to its continued production of highly regarded TV’s, Samsung continues to become a more prevalent brand in and around our household.

How or where did my loyalty to Samsung start?  About a decade ago I led a research project on consumer perceptions of various TV’s and somewhat to my surprise, Samsung was a near dominant player in satisfaction and several forward-thinking attributes.  That caught my eye as I was in the market for a new TV for my house.  Since purchasing that 46” LED flatscreen TV and being completely satisfied with the product, it has been a growing loyalty with Samsung.

After moving from Blackberry to Android many years ago for my mobile device, I have also pivoted over to Samsung phones (Galaxy S5) given the appeal of “The Next Big Thing” campaigns and its own ability to churn throughh their product lineup and still be relevant throughout.

Samsung's "The Next Big Thing" campaign has helped build my loyalty

Samsung’s “The Next Big Thing” campaign has helped build my loyalty

Over the past handful of years and as I have become more engaged in the tech space, Samsung has continued to be a safe brand to include in the consideration set.  The overall style of their products looks and feels modern.  The quality is certainly there in my opinion.  The comfort level with their system and “how to” on electronic devices is a nice, safe way to transition/upgrade from one device to the next.

That increased comfort level with Samsung has driven the following purchases – links below for the latter two items are the product reviews put together here on Shore Branding:

  1. Samsung Ultrabook w/ Windows 8
  2. Samsung Chromebook 2
  3. Samsung Gear Live Smartwatch

Where do we head from here?  

Well, given last week’s #SundayMusings and all of the links from CES, a new TV for our living room is drawing near.  From there … knowing how rapid change occurs in mobile, I’m sure a new mobile phone will be occurring at some point a few years from now.  While my Nexus 7 tablet remains useful, I do have one eye on what’s next from both Google’s Nexus and Samsung’s Galaxy Tab series.  I’m not ready for an upgrade yet, but it’s coming.  Samsung has also entered my consideration set as we upgrade our household appliances.  While there hasn’t been a purchase in this category yet linked to Samsung, it may not be far away either.

Do you have a preferred electronics brand?  If you prefer a brand over Samsung, which is it and why?  Let me know in the Comments below.

As mentioned in the past, if you have a brand or service that you consider yourself loyal to and are interested in guest blogging on Shore Branding, please do reach out and let me know via the Comments section below or through the Contact page.  Thanks!