31 Matching Annotations
  1. Sep 2019
    1. 3 lessons in branding

      3 lessons in branding:

      • “At the end of the day, brands are about trust”
      • All great brands are authentic, credible, and aspirational

        If you check all three of these boxes, there’s no reason why you can’t enter a new product vertical

      • To put your brand on steroids, attach yourself to a celebrity or influencer

  2. Aug 2019
  3. Jul 2019
    1. But, whereas engaged scholarship has a political imperative, academic microcelebrity has a market imperative. Academic microcelebrity is ostentatiously apolitical, albeit falsely so because markets are always political. Academic microcelebrity encourages brand building as opposed to consciousness-raising; brand awareness as opposed to co-creation of knowledge. It creates perverse incentives for impact as opposed to valuing social change. Microcelebrity is the economics of attention in which academics are being encouraged, mostly through normative pressure, to brand their academic knowledge for mass consumption. However, the risks and rewards of presenting oneself “to others over the Web using tools typically associated with celebrity promotion” (Barone 2009) are not the same for all academics in the neo-liberal “public” square of private media.

      I'm reminded here of the huge number of academics who write/wrote for The Huffington Post for their "reach" despite the fact that they were generally writing for free. Non-academics were doing the same thing, but for the branding that doing so gave them.

      In my opinion, both of these groups were cheated in that they were really building THP's brand over their own.

  4. Jun 2019
    1. That said, I personally can’t imagine handing over all of my labor to a centralized platform where it’s chopped up and shuffled together with content from countless other sources, only to be exploited at the current whims of the platform owners’ volatile business models. I know a lot of creators are successful in that context, but I also see a lot of stuff that gets rendered essentially indistinguishable from everything else, lost in the blizzard of “content.”
  5. Mar 2019
  6. Jan 2019
    1. 75 High DA PR Dofollow Profile Creation Sites List 2019 | Quality Backlinks

      Dofollow profile creation sites are very beneficial in increasing website perceptibility and traffic. By creating a profile in profile creation sites, you can make known your business, services and your website. Profile creation is very useful for your website branding.

  7. Oct 2018
    1. Create a consistent brand experience Consistency is the key to establishing brand identity and to turning your company’s purpose and mission into a human story. When your customers see and hear a consistent message from your brand, it reinforces your identity and unique selling proposition and eventually, often subconsciously, assigns higher value and trust in your credit union. Think bigger than business cards and letterheads. True brand consistency extends from the branch culture and how you interact with current and potential members to subtle colors and particular language you use in your marketing.
  8. May 2018
    1. Offering consultation services to clients is no longer optional in a world where websites can be generated by Squarespace and other white label services.
    2. The model of future successful brand agencies is a hybrid approach of digital and brand, neither one prioritized over the other.
    3. While none of these are a traditional logo, each of them represents a touch point between a human and a brand. Just like a logo, these types of interactions represent the tip of the iceberg of a brand. These days, a brand mark does not need to be visual–touch, interaction, or sound can equally be a brand mark.
    4. At a time when brand experiences are often based upon touch, sound, and voice, how can a branding process that starts out from a purely visual perspective ever possibly succeed?
  9. Aug 2017
    1. You too can be hot if you offer your woman amazing adventures, diamonds and gold, and studly body poses, all with aggressive spraying of Old Spice.
    2. To brand effectively with social media, companies should target crowdcultures. Today, in pursuit of relevance, most brands chase after trends. But this is a commodity approach to branding: Hundreds of companies are doing exactly the same thing with the same generic list of trends. It’s no wonder consumers don’t pay attention. By targeting novel ideologies flowing out of crowdcultures, brands can assert a point of view that stands out in the overstuffed media environment.
    1. Take the Google logo. It is cheerful, and people seem to like it, especially the way it is allowed to reflect events and anniversaries. It has been created for the digital era - a near zero-weight logotype designed for fast loading. But I can't help thinking that its cheerfulness is designed to mask the darker aspects of Google's activities. I don't think that Google is evil, but it is unavoidably involved in aspects of digital culture, mainly relating to privacy, that cause concern.However, my main objection to the logo is that it is a piece of woeful logotype design for one of the most ubiquitous companies, and it could only have emerged in the age of branding. It's impossible to imagine any of the great logo designers, dead or alive, doing anything as weak and lacking in subliminal qualities. Yet for the age of branding, it is somehow acceptable.
    2. In truth, making a clear visual statement and incorporating some subliminal messaging is really all that a brand identity can hope to do. Any ambition beyond that is simply wishful thinking.
    3. In Perkins' view, Vitra, Mercedes, Audi, Apple and Lufthansa all have great brand identities. He calls them "timeless, and no matter what the climate, consistently strong". But significantly, all these identities were initially created before branding replaced corporate identity as the primary activity of many designers.
    4. He also sees a clear difference between North and conventional brand agencies: "We are different because we are probably a bit old fashioned; we believe in strong, honest, uncomplicated communications, usually minimal symbols and trust marks. We keep it simple." Far from being old fashioned, Perkins has recognised that the greatest service a designer can offer to an organisation is clarity and integrity of image.
    5. Perkins sees a clear difference between brand creation and identity design: "The brand is the whole experience, the service, product, personality and expression, and I can't see how people claim to do the branding, the total experience. We build identities, not brands."
    6. I'm saying that it is more progressive to be concerned with the visual image of an entity than it is to be concerned with its 'brand values', which in the end are mostly just smoke and mirrors.Plus, and this is the really important bit, the other stuff is no longer controllable. Firms and organisations can say that they are 'ethical', 'customer centric' or 'service focused', but unless they really are these things, they are wasting their time saying that they are. For me, this is why designers should stick to design, and firms should not confuse branding with the actual services or products they offer.
    7. Anyway, telling customers what to think in the age of social media is simply a waste of time.
  10. Feb 2016
    1. Because even if you don’t have a conscious one, you’ve been living one.”

      Sometimes it's hard to see a narrative for our lives. A good place to start is "themes". Start becoming conscious about what common ideas or threads keep popping up in your life. From there, figure out what's common about the common, give the disparate themes some coherence and/or direction, and you've got not only a narrative of your past, but a direction for your future, perhaps even a mission for your future, and if you're really lucky, in this process you might find out which "character" you are/want to play too!

  11. Jun 2015
    1. When you hear people talk about Slack they often say it’s “fun”. Using it doesn’t feel like work.

      I'm commenting on my friends (Medium comment) here in Hypothesis because I wanted to see how Hypothesis handles that!

  12. Sep 2014
    1. Starts off on a difficult foot by attempting to deny common conceptions about how advertising works, and even legitimizes their function, but comes full circle to strong indictment of the insidiousness of brand ubiquity.

    2. Avoiding ads doesn't help much either. Because brand images are part of the cultural landscape we inhabit, when we block ads or fast-forward through them, we're missing out on valuable cultural information, alienating ourselves from the zeitgeist. This puts us in danger of becoming outdated, unfashionable, and otherwise socially hapless. We become like the kid who wears his dad's suit to his first middle-school dance.

      Unless you accumulate friends who also avoid ads, who think you're less cool for having allowed yourself to be exposed to them or for deploying them too conspicuous as social signaling, at least when that brand is not favored by that scene. Ironically, of course, most scenes are simply favoring different brands, because it's hard to accumulate any significant set of material trappings that aren't branded.

    3. If I decide I want to be more outgoing, I could just print a personalized ad for myself with the slogan "Be more social" imposed next to a supermodel or private jet, or whatever image of success or happiness I think would motivate me the most.

      The issue with this straw person is that there's a very real repulsion people experience at perceiving themselves being manipulated. Advertising works best when we aren't thinking much about its effects.

    4. Admittedly Chevron does attempt, in the US, to carve out a brand image for itself, but the brand is largely based on a promise of quality rather than an arbitrary emotional or lifestyle association. The argument I'm making is that, if inception actually works, then we would expect to see a lot more of it in the (rather large) market for gas stations.

      And to strengthen the author's point, I think Chevron has ramped up it's branding not as an attempt to distinguish itself from other brands but to repair the damage its brand has incurred as the result of environmental activists raising awareness of its ecological and social injustices.

    5. So if an ad works by inception, we should expect the value (to the advertiser) to scale linearly with the size of the audience. On the other hand, if an ad works by cultural imprinting, we should expect its value (to the advertiser) to scale more than linearly with the size of the audience.
    6. Cultural imprinting is the mechanism whereby an ad, rather than trying to change our minds individually, instead changes the landscape of cultural meanings — which in turn changes how we are perceived by others when we use a product. Whether you drink Corona or Heineken or Budweiser "says" something about you. But you aren't in control of that message; it just sits there, out in the world, having been imprinted on the broader culture by an ad campaign.

      Yes! Whence the emotional inception. If you don't buy that product that says you're super cool you are then filled with anxiety about whether you're cool. Etc.

      What's being described here isn't some other way in which advertising works other than emotional inception, it's the mechanism of that inception.

    7. The same way an engagement ring is an honest token of a man's commitment to his future spouse, an expensive ad campaign is an honest token of a company's commitment to its product line.

      Gah! Awful.

      As soon as you think such a signal is valuable, it becomes a tool of deception.

      That's why we've seen some backlash against flashy promotion toward a nostalgic, faux low budget, "authentic" aesthetic.

    8. If Disney were ever to violate this trust — by putting too much violence in its movies, for instance — consumers would get angry and (at the margin) buy fewer of Disney's products.

      How does confirmation bias play into this? Can Disney violate that trust with some margin of comfort? If consumers are (as here assumed) primed to receive family friendly entertainment they are less likely to notice when that expectation is violated than when they are when it's confirmed.

    9. First, a lot of ads work simply by raising awareness. These ads are essentially telling customers, "FYI, product X exists. Here's how it works. It's available if you need it." Liquid Draino, for example, is a product that thrives on simple awareness, because drains don't clog all that frequently, and if you don't know what Liquid Draino is and what it does, you won't think to use it. But this mechanism is pervasive. Almost every ad works, at least in part, by informing or reminding customers about a product. And if it makes a memorable impression, even better.

      A central pillar of my hatred for advertising is the fact that awareness does work and the ability to raise awareness is strongly correlated with marketing budget. Products therefore beat competition by virtue of starting with larger advertising budgets, not be being better products.