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Branding

FutureNow Article
Friday, May. 16, 2008

Is Dove’s “Campaign for Real Beauty” Real?

May 16th, 2008

dove campaign for real beautyThere’s been a big stir recently over allegations that Dove’s “Real Beauty” models were airbrushed. There have been a few different stories floating around, so let’s clear a few things up.

Here’s what Dove has to say:

The “real women” ad referenced in recent media coverage was created and produced entirely by Ogilvy, the Dove brand’s advertising agency, from start to finish and the women’s bodies were not digitally altered.

Pascal Dangin worked with photographer Annie Leibovitz (Ogilvy has never employed Mr. Dangin…

...continue to read "Is Dove’s “Campaign for Real Beauty” Real?"

FutureNow Article
Tuesday, May. 13, 2008

Podcast Interview: Forrester’s Josh Bernoff on How to Profit from the Social Media Groundswell

May 13th, 2008

Groundswell by Josh Bernoff and Charlene LiSocial technologies have changed much more than our marketing strategies; they’ve changed us.

Social technologies have changed how we gather and share information. They’ve changed who we meet, where we meet, and, sometimes, how we meet. They’ve changed how we buy, what we buy, and where we buy. They’ve changed what, how, and how much we know about the people around us. And while social technologies may not have changed what it essentially means to be human, they’ve certainly amplified, at once,…

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FutureNow Post
Wednesday, May. 7, 2008 at 1:03 pm

Study: Brand Erosion Caused By E-Commerce Friction

May 7th, 2008

The new “Ouch Point” survey from the Opinion Research Corporation suggests that U.S. e-commerce websites are still — believe it or not — frustrating shoppers.

As first reported by Direct Magazine, the survey found that…

19% dislike learning an item was back-ordered or out of stock after said item was placed in a shopping cart 14% are frustrated by Web sites that malfunction as payment is being processed 8% are confounded by unclear return policies 6% don’t like unclear shipping information 6% dislike…

...continue to read "Study: Brand Erosion Caused By E-Commerce Friction"

FutureNow Article
Friday, Apr. 4, 2008

How to Find Your Website’s Voice (Even if it’s a Blog)

April 4th, 2008

In our “Ask the Experts” post, Dina asks how to find her voice — her copywriting voice, that is — for a blog:

“Copywriting for a lifestyle blog is a mystery. How can a blogger create compelling copy that resonates in the short opportunities available, i.e. tagline, front page, about page, social media profiles so that readers subscribe?

“Long copy strategies just don’t work on my baby boomer marriage blog. There’s not enough room to describe the content, show personality and be keyword-rich…

...continue to read "How to Find Your Website’s Voice (Even if it’s a Blog)"

FutureNow Article
Monday, Mar. 3, 2008

If Victoria’s Secret Wants Me Back…

March 3rd, 2008

I used to shop at Victoria’s Secret. They had really great stuff. But lately, when I walk into the store, I feel like I’m at a teenage pajama party, a porn video shoot, or both.

Victoria’s Secret used to be “my” store — a place that catered to sophisticated women. Now it feels like a store catering to teenage girls and creepy guys. Why, I wondered, doesn’t Victoria’s Secret want me as a customer anymore? Could it be because I’m not…

...continue to read "If Victoria’s Secret Wants Me Back…"

FutureNow Article
Thursday, Feb. 28, 2008

The 7th Deadly Claim — “Best Value”

February 28th, 2008

Best Value” can be a useful label, but it’s a lousy claim if you can’t back it up.

“Best value” makes a bold promise. It says to your website’s visitors, “I’ll prove to you that my product/service/whatever is worth far more than the asking price.” If you’re going to make this claim, you’d better have the proof waiting for them on the product- or service-description page.

Don’t be shy, though. If you can prove the “best value” claim, it’s a great way…

...continue to read "The 7th Deadly Claim — “Best Value”"

FutureNow Article
Tuesday, Feb. 12, 2008

The 7 Deadly Claims (Part 6) — “Cutting Edge”

February 12th, 2008

the cutting edge needs no spinIt seems corporate siblings experience the same divergence of personality and temperament as real siblings.

Even though Black & Decker owns DeWalt, their Web copy couldn’t be more different. In fact, the contrast between the two brands illustrates both mediocre and powerful ways to handle the sixth deadly claim: “cutting edge” (aka, “next generation,” “revolutionary,” etc.)

Both companies have followed current trends by releasing a line of tools powered by lithium-ion batteries. Lithium batteries provide much greater energy density than other rechargeable…

...continue to read "The 7 Deadly Claims (Part 6) — “Cutting Edge”"

FutureNow Article
Friday, Feb. 8, 2008

How to Elf Yourself Out of Millions

February 8th, 2008

Steve Rubel gets his elf on One might think having the year’s biggest viral marketing hit would be any business’s dream come true. Unfortunately, though, not all Web traffic is equal, and popularity contests don’t pay the bills.

According to Advertising Age, 26.4 million people spent a total of 2,600 years at ElfYourself.com, turning themselves and unsuspecting family members and coworkers into virtual dancing elves. But chances are that unless you’re a marketer, blogger, or anyone else who might have bothered to notice in the first place,…

...continue to read "How to Elf Yourself Out of Millions"

FutureNow Post
Wednesday, Feb. 6, 2008 at 11:28 am

A Political Branding Hook That Sells

February 6th, 2008

a hook that opens doors“I’m different! Really, I am! Different and better. Trust me!”

Doesn’t the stench of such desperate insecurity ooze from most marketing copy one reads? Everyone wants to be unique, yet precious few brands are willing to show their warts for fear of rejection.

If there’s any field where insecurity and fear are a brand’s biggest roadblocks, it has to be politics — which is why every marketer should not only watch but study these political ads as textbook examples on how differentiation works.

Here’s…

...continue to read "A Political Branding Hook That Sells"

FutureNow Article
Tuesday, Feb. 5, 2008

How Barack’s Strategy Could Help You Win Customers

February 5th, 2008

barack_obama.jpgI’m old enough to have grown up in the 1960’s, which was a “you-had-to-be-there” era of civic thinking and electrifying ideas. Not since that time have I found myself as excited as I am now over the upcoming presidential election.

I’ve been making donations to all of the major campaigns (Democratic and Republican) in order to see how each system works and talks to me, and while none of them do a bad job, there’s a definite divide between how the…

...continue to read "How Barack’s Strategy Could Help You Win Customers"

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