Brand in Focus – Old Spice

Due to our poll results, the first Brand in Focus write-up for Shore Branding will be on Old Spice.  From time to time we’ll be focusing on a brand or company that is producing quality branding material online/offline and building engagement with consumers.  We will dig a little deeper into those efforts to see what helped drive the brand forward and compare them across social media platforms.

Approximately ten years ago Old Spice had just begun to turn the corner and away from its archaic image as an after shave and cologne exclusive business.  After acquiring Old Spice in 1990, P&G struggled to move the needle and change the image of the brand to attract new users and a younger demographic.  P&G started to stretch the Old Spice name into the deodorant category and has since moved it further into the body spray and body wash markets.

These brand extensions have helped grow the brand and its user base, but it wasn’t exclusively because of moving into the right category at the right time.  Old Spice has done a terrific job with their online / digital marketing and has completely shifted the image from your grandfather’s cologne to a hip/young/cool persona.  How and where did the brand do this?  Let’s take a look: [Read more…]

Sunday Musings w/ Shore Branding – 6-9-13

 

Branding and Digital Marketing

Branding and Digital Marketing

Here are this week’s stories that caught my attention in branding and digital marketing in this week’s Sunday Musings w/ Shore Branding.

#1 – Dollar Shave Club is Back with a New Product and Another Outrageous Video – via BrandChannel.com

Premise: Dollar Shave Club (DSC) is extending itself into a new market – wet wipes, aimed at men.  DSC went viral last year with its blades and razors subscription service and an eye opening YouTube ad.  They are back with their extension into wipes, which has remained a small, niche category relative to toilet paper sales.  DSC has some interesting research/data available behind this product that might suggest a strong opportunity to draw appeal.  As of now, the new wipes can only be purchased by those that sign up for their blades and razors subscription, but that might change in the future.

Thoughts: If you are not familiar with DSC’s YouTube ads, please click on the link above.  DSC’s President is clearly willing to take the risk of offending some people, with the (achieved) goal of breaking through the ad clutter.  I have been considering signing up for DSC to see how the razors are from an efficacy standpoint.  These ads make you want to try their subscription based service. [Read more…]

Sunday Musings w/ Shore Branding – 5-19-13

Branding and Digital Marketing

Branding and Digital Marketing

 

This week’s ‘Sunday Musings’ are ready to go, bringing you the top five stories in branding and digital marketing.

#1 – Everything announced at the Google I/O 2013 keynote in one handy list – TheNextWeb.com

Premise: Google’s I/O conference was held this week and The Next Web created a laundry list of announcements the tech giant made during its keynote speech.  Beyond the Android numbers and updates/upgrades for developers, there were also a number of updates to many of Google’s products this week.

Thoughts: Rather than run down the plethora of announcements, this article was a nice, quick summary of everything announced at the keynote.  These conferences are always exciting because I know a number of great updates are forthcoming for my devices.  Particular items that caught my attention:

  • Google Play Music announcing a monthly subscription fee for unlimited music
  • A number of updates to Google+, which does have a Pinterest feel to it after logging in after the update was pushed to the site
  • Hangouts, the new messaging service, replaces Talk and was pushed out to my devices on Friday
  • 15GB’s of free storage for pictures, etc. on Google
  • All attendees received a Chromebook Pixel which retails for ~$1,500! [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 – HotInSocialMedia.com

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” – SEOMOZ.org 

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” – BrandChannel.com

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.  BrandChannel.com 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” – iMediaConnection.com 

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” – blog.hubspot.com

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.