RNIB launches ‘audio logo’ campaign, invites musicians to take part

The Royal National Institute of Blind People (RNIB) has announced a revamp of its branding, with an innovative ‘audio logo’ being mooted to use across all of the charity’s communications.

According to a press release, the audio logo “will need to reflect the organisation’s human, positive and can-do values in just a few seconds.”

“Blind people are at the heart of everything we do, so it makes absolute sense that we have an audio logo as well as a visual one,”...

By James Bourne, 01 September 2014, 0 comments. Categories: Branding, Brands, Design.

Bombardier vows to restart its consumer marketing after Rik Mayall’s death

Real ale brand Bombardier Beer has revealed it is to restart its consumer marketing push, nearly three months after the death of actor Rik Mayall.

Mayall, who passed away in June at the age of 56, had played Bomardier’s brand character, William Charles Bedford, since 2011. Since then Bombardier has continued its B2B and trade publication marketing campaigns, but had stopped posting on its Twitter as a mark of respect to the late star.

Yet a statement released by Bombardier from Mayall’s family has...

By James Bourne, 27 August 2014, 0 comments. Categories: Branding, Brands, Consumers.

Samsung gets one up on competitors with Galaxy S5 Ice Bucket Challenge

If you’re getting a little jaded of celebrities, friends and co-workers voluntarily dousing themselves in ice water, albeit for a very good cause, here’s a novel twist on it from Samsung.

The Samsung Galaxy S5 has officially taken the Ice Bucket Challenge, raising awareness for ALS, or motor neurone disease, and nominated the iPhone, the HTC One and the Nokia Lumia to go next.

It’s worth noting that

By James Bourne, 22 August 2014, 0 comments. Categories: Brands, JustForFun, Social Media.

Here’s the deal: no ads on the ‘net, but it’ll cost you. Erm, cost me?

Adverts on the Internet are like mothers in law: you can’t live with them, and you can’t live without them. But what if you could have an ad-free browsing experience? The only catch is you’d have to pay something in the region of £140 a year.

Yet according to survey data released by social bods Ebuzzing, a whopping 98% of UK web users said they wouldn’t pay the hypothetical ad tax.

The survey, which polled 1400 consumers, found that users were between a rock and a hard place,...

By James Bourne, 21 August 2014, 0 comments. Categories: Advertising, Brands, Strategy.

100 ways to create a great ad: Challenges

Shredded Wheat – Agency: Colett Dickinson Pearce

Writing a headline or endline in the form of a challenge or dare can help an ad cut through.

A Western Union ad from the early sixties showed a picture of a telegram under the headline ‘Ignore it’. Rather than just claiming that telegrams are hard to ignore, the ad proved it.

 

Western Union – Agency: Benton & Bowles

Several classic campaigns of the sixties, seventies and eighties were written as challenges. In the US, Lays were betting...

By Tim Collins, 20 August 2014, 0 comments. Categories: Advertising, Brands.

Alan Trefler book extract: Generation D and brand identity

In Alan Trefler’s new book, Build for Change, the Pegasystems CEO asserts that “a lot of companies across the globe are going to die over the next few years – not because of macroeconomic stress, but because there is an entire emerging generation of customers who hate doing business with them.” In the last extract, Trefler defines Generation D, a new type of customer threatening to fundamentally change how companies do business. Here, he examines how Gen D relates to traditional brand...

By Alan Trefler, 19 August 2014, 0 comments. Categories: Branding, Brands.

Why honesty is an all important policy for brands in the digital world

Four out of five consumers are more likely to “respect” an honest company, according to survey data of over 2000 consumers published today by Intent HQ.

This means being upfront and honest about how a user’s personal data is being used - and according to the social data analysts at Intent, it’s a key point for brands to unlock consumers’ trust, as an honest customer will reward your endeavour.

This comes from such basic best practices as adding social logins to your brand’s...

By James Bourne, 18 August 2014, 0 comments. Categories: Branding, Brands.

PC World’s Surface 2 fruit machine screen stunt pulls in the crowds

Shopping just got a little bit more fun. Patrons who visit the Bluewater shopping centre in Kent are being given the opportunity to win a Microsoft Surface 2 tablet by chancing their arm on a one-armed bandit – with overwhelming engagement levels the result.

The promotion, for Curry’s PC World, was put together by retail marketing bods NexusEngage, and offered passing customers a gamble based on the feature they liked most about the Microsoft slab. Match four in a row on the fruit machine, and...

By James Bourne, 15 August 2014, 0 comments. Categories: Advertising, Brands, Consumers.

100 ways to create a great ad: Killer facts

Copywriters are sometimes criticised for writing flat, straightforward headlines that present facts without any sort of rhetorical twist. But sometimes you’ll come across a fact so compelling it doesn’t need a twist.

The BMW that retained its value better than most stocks. When you have a fact as compelling as this, why not make it the focus of your ad?

BMW - Agency: Ammirati & Puris

In 1981, BMW ran an ad explaining that one of their cars had retained so much of its original value...

By Tim Collins, 12 August 2014, 0 comments. Categories: Advertising, Brands.

Alan Trefler book extract: Welcome to the nightmare of Generation D customers

In Alan Trefler’s new book, Build for Change, the Pegasystems CEO asserts that “a lot of companies across the globe are going to die over the next few years – not because of macroeconomic stress, but because there is an entire emerging generation of customers who hate doing business with them.” In the first extract serialised by MarketingTech, Trefler explains how easily organisations in today’s market can lose customers; now, he analyses today’s new brand of customer –...

By Alan Trefler, 11 August 2014, 0 comments. Categories: Brands, Consumers.

100 ways to create a great ad: Playing with the logo

Friends – Courtesy of 4Creative

It’s sometimes possible to crack a brief with just a minor alteration to a logo.

In the UK, the last ever episode of the sitcom Friends ran on a Friday. The poster rearranged the show’s logo to read, ‘ENDS FRI’. Hats off to the creatives for spotting that one.

The McDonald’s ‘golden arches’ logo has a simplicity that’s allowed it to be used as a visual simile for things such as mustard on a hotdog and the string of a...

By Tim Collins, 07 August 2014, 0 comments. Categories: Advertising, Brands.

The UK energy Big Six: Why the wrong reputation means the wrong story

The BBC has reported that, according to Ofgem estimates, the UK’s infamous ‘Big Six’ energy suppliers are set to double their profit margins for next year (8%) as compared to a year ago (4%). In a hostile environment (to put it mildly), it’s a headline statistic that’s sure to rankle and makes for yet more bad publicity for an already unpopular group.

In a sense, the raised hackles are understandable: consumers living through a...

By Alastair Turner, 06 August 2014, 0 comments. Categories: Brands, PR, Reputation.

Alan Trefler book extract: Why it is so easy to lose customers in today’s market

In Alan Trefler’s new book, Build for Change, the Pegasystems CEO asserts that “a lot of companies across the globe are going to die over the next few years – not because of macroeconomic stress, but because there is an entire emerging generation of customers who hate doing business with them.” In the first of three extracts serialised by MarketingTech, Trefler explains how, with a mis-step here and a bad call there, brands can...

By Alan Trefler, 04 August 2014, 0 comments. Categories: Brands, Consumers.

Malibu steps it up for latest ‘Best Summer Ever’ mobile ad campaign

Rum brand Malibu has launched its latest mobile ad campaign, interacting with users under the banner of ‘Best Summer Ever’.

The campaign, which enlists the help of agencies Havas Media and Millennial Media, utilises Millennial’s Video Ticker and Video Toggle ad units to create personalised campaigns for men and women in the UK aged 18 to 34, providing time and location-based data.

Using Video Toggle, three different videos can be played at any one time, giving consumers multiple content...

By James Bourne, 31 July 2014, 1 comment. Categories: Advertising, Brands.

UK consumers: We’ll give brands our most private details...but don’t be naughty with it

Research from Webtrends published today claims that more than half of Britons are not concerned amount the about of data they share with brands, with a third admitting they’d give up their data if they were offered rewards to go with it.

58% overall said they didn’t mind brands getting their intimate data, with 18-24 year olds, not surprisingly, the most likely to share (68%). 64% of 25-34 year olds were okay with giving companies their info.

In what may seem like a depressing indictment of UK...

By James Bourne, 25 July 2014, 0 comments. Categories: Brands, Consumers.

Buying in Facebook and Twitter: A new data generator

Social media seems to be impacting nearly every aspect of marketing. It allows brands to interact with consumers in a digital space. Feedback and customer service happen in real time. Now, it seems social media may be simplifying the ecommerce channel, giving consumers the ability to make purchases directly in the ads and posts for products they see in their feeds.

Both Facebook and 

By Randy Giusto, 25 July 2014, 0 comments. Categories: Brands, Facebook, Twitter.

Pegasystems CEO Alan Trefler: New era of customers represents serious test for brands

“A lot of companies across the globe are going to die over the next few years, and not because of macroeconomic stress, but because there is an entire emerging generation of customers who hate doing business with them.”

The opening line of Build for Change, written by Pegasystems CEO Alan Trefler, is pretty strong stuff. Trefler’s view is simple: enterprises need to reorganise their customer engagement strategy, or they’ll not be long for this world.

Why is this? Two words: generation...

By James Bourne, 24 July 2014, 0 comments. Categories: Brands, Interview.

Bebo co-founder sends cease and desist to Airbnb after logo revamp

Michael Birch, the co-founder of recently revived social network Bebo, has sent a cease and desist document to apartment and rental firm Airbnb after claiming its widely discussed logo redesign is in breach of Bebo’s ‘genital marketing’ trademark.

The new Airbnb logo was unveiled last week in a blog post entitled ‘Belong Anywhere’, with the logo attempting to signify several things, the key one being a sense of human connection and belonging:

Picture credit:...

By James Bourne, 23 July 2014, 0 comments. Categories: Brands, Design, Social Media.

New study aims to challenge “outdated” method of ranking brands in social

A new study released by Intent HQ aims to turn the tables on evaluating how brand strength is calculated through social – yet still comes up with predominantly the usual suspects in the highest echelons.

Google topped the charts as the most social brand with a perfect score of 100, followed by Twitter (86.41), and then a big gap to Instagram (53.74) and Apple (52.38) in third and fourth. Yet there were some left field suggestions which made the top 20; NASA (#5), TED (#11), Whole Foods (#13), Etsy (#19)...

By James Bourne, 23 July 2014, 0 comments. Categories: Branding, Brands, Research.