Category Archives: Content Marketing

Coors Light and National Geographic Discover What’s Next

Screen Shot 2018-09-26 at 2.13.41 PM.pngThe Benefits of #BrandStorytelling #branding #brandjournalism #partnerships #storytelling

Storytelling has become an invaluable tool for brands across all industries. For ‘My Next,’ in particular, the initiative and partnership allowed Nat Geo to help bring the story of what’s next for both Coors Light and National Geographic Explorers to life. And, like its brand partnership vetting process, Nat Geo has a very specific way that it approaches brand storytelling.

Wiese noted, “We look at brand storytelling the same way we do with any content across our global television, digital, social, and print channels. Great stories have the power to transform the way we understand the world and our role in it. Nat Geo stories focus on humanity, authenticity, curiosity, and purpose.”

However, beyond the visuals, Wiese noted that excellent brand storytelling must have a protagonist or hero who audiences inherently want to follow. “And, we’re lucky to already have those heroes in our explorers, photographers, scientists, and creators. They have made National Geographic the globally revered media company it is today and for the past 130 years.”

Read More (Forbes)

 

 

Design of Everyday Things

DesignOfEverydayThingsOne of my favorite books: The Design of Everyday Things, Revised and Expanded Edition  By Don Norman [@jnd1er] – jnd.org

From the Preface: “This is a starter kit for good design. It is intended to be enjoyable and informative for everyone: everyday people, technical people, designers, and non-designers. One goal is to turn everyone into great observers of the absurd, of the poor design that gives rise to so many of the problems of modern life, especially of modern technology. It will also turn everyone into observers of the good, of the places where thoughtful designers have worked to make our lives easier and smoother. Good design is actually a lot harder to notice than poor design, in part because good designs fit our needs so well that the design is invisible, serving us without drawing attention to itself. Bad design, on the other hand, screams out its inadequacies, making itself very noticeable.”

See More (jnd.org)
https://www.jnd.org/books/design-of-everyday-things-revised.html

My Take From Brownie Bytes

I’ve used these principles for every product, marketing, website, and content I’ve ever worked on – since the first edition of this book. You would be wise to do the same.

Disney Imagineers and Theme Park Designers Are Leading Experience Marketing into a Whole New World of Brand Storytelling

By: Liz Alton [@Beinglizzie] Insights from Disney:

Emotions and Storytelling

Disney is one of the best storytelling engines in the world. Immersive storytelling elevated the brand beyond the basics of regional amusement parks and water slide attractions to become a global titan that’s captured imaginations from Orlando to China. The dream team that builds the attractions, the destinations, and every aspect behind the experiences are the Imagineers.

From immersive storytelling to bringing cutting-edge technologies to bear, the line between marketing and entertainment is thinner than ever before. Brands are creating apps, virtual reality experiences, pop-up branded events, and full-scale immersive tours to delight customers, tell their origin stories, show the manufacturing process, and help build deeper, emotion-based connections.

Read More (Skyword Content Standard)

My Take from Brownie Bytes

I was fortunate to know the executive VP of Imagineering at Walt Disney World in Orlando (his son was my best surfing and cycling buddy in high school / college). I got the inside scoop on how Disney produced their story-themed attractions.  Then my buddy and I were the first two “test particles” (that’s what the imagineers called us) at Typhoon Lagoon.  Yep, the first two surfers at the wave pool.

Prior to Typhoon Lagoon, in the mid-1970’s in college I worked for an engineering firm that tested a lake/beach/wave machine in a Disney World lake. It was a complete failure. The wave washed away the sandy beach every 2-3 waves and the water looked like the stirred up brown cypress oil muck that it was.  I got to ride 1 wave.  That’s right 1. It was a white-water-willy wave only the white water was the color of barely foamy puke.  Not a pleasant experience.  Not all Disney rides make it to the public.  In fact, most are running at 20% of their capacity for safety reasons.  Typhoon Lagoon can crank out a 9 foot wave.  But the public only sees 2-4 feet.

Years later I was fortunate to work for both IBM and Motorola.  I was the first multimedia producer at both companies so I got to work with Disney imagineers to build business and home of the future exhibits at EPCOT.  I learned how to develop stories with the integrated Disney spin.  A great experience.

 

The Ad Campaign that Saved Old Spice

Old Spice has been around since 1937, but how has the brand been able to stay current with a new generation? Its successful marketing campaigns have become legend, leading to a massive increase in sales.

The ad agency responsible for the campaign keeps it going – by appealing to women, not men, just like the original Old Spice ads did in the 1930’s.

Cheddar Video [8:04] 

Click here to see the Latest from Wieden + Kennedy

 

How to Start a Content Marketing Agency: 11 Tips for Growing Your Business

By Kathryn Hawkins [@kathrynhawkins]

Learn how to take your freelance career to the next level by leveling up into a content marketing agency.

Agencies come in all sizes, from the boutique shops where the owner knows all the clients’ names (like ours) to supersized teams that number in the hundreds or thousands. If you’re a successful freelance writer, you’ve probably worked for several agencies in addition to partnering directly with clients. In some cases, it can be a smooth relationship, while others create a rocky road.

If you’re a strong writer who finds yourself turning down assignments because you’re getting more requests than you can handle, you might start thinking about whether it makes sense to scale up and start an agency of your own.

If you want to ever take a relaxing, fully-off-the-grid vacation? I’d probably think again.

But if you’re comfortable with taking on the stress of juggling a few dozen projects a day for the benefits of building a business on your own terms, here’s my cheat sheet with 11 tips (one for every year we’ve been in business):

Read More (EucalyptMedia)

Why Some of Instagram’s Biggest Memers Are Locking Their Accounts – The Atlantic

More meme accounts are going private. Their owners say it’s a new way to gain followers on a crowded platform.

Over the past six months, some of Instagram’s biggest meme pages—like Shithead Steve, with more than 2.5 million followers, howitlook.s (8 million), couplesnote, (8.2 million) greatercomedy, (5.3 million), Pubity (5.1 million), and more—have locked down their accounts, forcing non-followers to request access in order to view their content.

— Read on www.theatlantic.com/technology/archive/2018/07/why-some-of-instagrams-biggest-memers-are-locking-their-accounts/564995/

A new strategy to get more followers.

IHOP Says Its IHOB Burger-Rebranding Was Publicity Gimmick | Fortune

IHOP said on its IHOB Twitter account that the new name was just a gimmick to promote its burgers.
— Read on fortune.com/2018/07/09/ihob-ihop-rebranding-gimmick-scam/

You’ve been punked!