Sunday Musings w/ Shore Branding – 8-3-14

Branding and Digital Marketing

Branding and Digital Marketing

This week’s #SundayMusings takes us back to our branding roots and focuses in on brand extensions! Occasionally you see some off the wall ideas launched under a brand umbrella and it makes you hide in fear. Other times, it is a stroke of genius. Is there a real science here or is it just luck? Take a look at some of these brand extension stories from the past few weeks and maybe they will help you decide.

#1 – Says It Can Tell Brands Which New Products People Will Actually Buy – via 

Premise: has launched a metric called “Shelf Score Index” which measures purchase intent through their platform, which also takes into account “category disruption from small or unknown brands”. CPG brands are always looking to better understand purchase intent, particularly with brand extensions and new SKU’s. This new method of testing is faster and less expensive according to The metric will be released on a monthly basis.

Thoughts: Brand extensions can be a very scary proposition. The ability to quickly understand the size of prize and opportunity of an extension is a powerful metric, as it can tell you to pull back on the marketing and push for a new product based on its likelihood to fall flat with consumers, or conversely, to push the product/SKU further given its appeal.

Interesting infographic at the bottom of this write-up that has been created for the top ten scoring product innovations in July within the food/CPG space, with snacks and cereals dominating the list. [Read more…]

Sunday Musings w/ Shore Branding – 4-7-13

Sunday Musings 1

Here are this week’s ‘Sunday Musings’ – the top five stories in branding and digital marketing from the past seven six days.  As always, you can find the archives of this weekly write-up under the Blog-Sunday Musings tab at the top of the page.

Please note that there will not be a Musings next Sunday, 4/14.  We’ll be returning to our regularly scheduled write-up the following weekend, 4/21.

#1 – Facebook Home – Facebook take control over Android Phones –

Premise: On Thursday, Facebook announced its latest plans for mobile – Facebook Home.  This is not being billed as Facebook’s own mobile phone or operating system, but the means in which to create a more social device.  The first device that will have the Home feature will be from HTC on AT&T.

Thoughts: This seems like a good idea for Android and its open platform, bringing in the Facebook diehards onto their OS.  It seems a little counterintuitive to the direction Facebook has been heading with their partnerships with Microsoft and Bing.  Perhaps that is the intent however, to re-balance their positioning across the tech behemoths.  To be perfectly honest, I have no interest in a Facebook Home driven phone, but I can see the value in it for both companies.

#2 – “The Marketing Value of YouTube” – 

Premise: Should you or your business have a YouTube page?  The article provides a lot of information on whether or not setting up a YouTube page is right for you and the rationale behind the decision.  Beyond building awareness for your brand, there are advantages to be found by using YouTube for your business, including its integration with other social networks.  The write-up then goes into the various types of content that can be put on your site, recommendations on whether or not you should have a page, how to measure success of the page itself, and FAQ’s.

Thoughts: There is a tremendous amount of information available in this write-up for consideration.  If your business is weighing whether or not you should start a YouTube page, I would consider this a very good starting point for that discussion.  The analytics piece towards the end will also help you better understand what is working and what might not be … while not relying on “view counts”.     

#3 – “April Fools’ Day: Brands Show Off Their Funny Side on Social Media” –

Premise: The week started off on April Fools’ Day and brands were quick to pounce on social media with a number of great gags for their brands and products. has taken a stab at collecting some of the best from the web here in this write-up.

Thoughts: My favorite April Fools’ Day product came from Scope and its Bacon-flavored mouthwash.  I even fell for this for a second until I was reminded what day it was.  Their ad was well put together and the overall idea/concept isn’t too far from reality.  Also, how many different pranks does Google need to create?

#4 – “What digital marketing will look like in 5 years” – 

Premise: In an exclusive interview, Intel’s Brian David Johnson answers questions on the future of digital marketing, technology, and role of TV’s, magazines, etc. through a Google+ Hangout.  You’ll see five separate videos here, each related to a particular topic and lasting between 1-2 minutes.

Thoughts: Good thoughts and answers here from Intel’s Futurist.  My favorite answer out of the five videos posted is under the “Will TV and magazines die?” headline.  Many are quick to say that X and Y are dead/done, and that isn’t necessarily the case, they are just evolving into something a little different.

#5 – “Why You Might Want to Be More Negative in Your Marketing” –

Premise: The author provides 8 different areas in which one might choose to leverage a negative thought, expression, etc. in their marketing efforts.  The article goes through these various options and how/why consumers are engaged by this type of marketing.  Note that towards the end of the article, they are clear that a shift or push into negative marketing can backfire.

Thoughts: I wouldn’t have even classified several of these negative marketing efforts, but they all could create buzz or have you fall flat.  You’ve certainly seen negative titles and headlines, it is what drives you to click around on the Internet so often.  I’m not a fan of #6 on this list – ‘Stir up some controversy’.  This irks me the wrong way, particularly when it seems so unbelievable and that someone or some company is just putting it out there to drive reaction from others.  My favorite on the list: #8 – ‘Make fun of yourself’.  Self-deprecating humor is humor at its best.

Have you tried to go negative in any of your marketing?  If so, did it work?  Should I preface this article with “Do not click on this link, you will never be the same” when sharing on social networks?

What else may have caught your eye in branding and digital marketing news this week?

Again, just a reminder, there will not be a ‘Sunday Musings’ next week, 4/14.  We will return the following week with more thoughts and stories in branding and digital marketing on 4/21.