Posts Tagged ‘online branding’
Tuesday, September 28th, 2010
On the heels of a wildly popular multi-spot advertising campaign, Proctor and Gamble’s Old Spice and its Brand Manager have been named Marketer of the Year by AdWeek. For decades the company attempted to reconcile an outdated brand identity and a fresh, young audience, while competing with edgier new brands like Axe, which emphasizes sexual appeal in their branding messages. However, with their 2010 campaign, Old Spice managed to appeal to the sense of humor of male cologne-wearers, and the lust of female cologne buyers. In the process, they reinvented iconic brand elements, transforming old to experienced, clipper ships to yachts, and sailors to spokesman Isaiah Mustafa, clad in white pants, for an effective brand update that remained true to their nautical roots.
Tags: Articulation Agency, Articulation Team, brand development, brand identity, brand recognition, branding, extend brand, marketer of the year, old spice, old spice commercials, online branding, overall brand, positioning, strategic marketing plan, target audiences
Posted in Advertising, Identity | No Comments »
Thursday, June 24th, 2010
With a higher marketing and advertising budget than any other event in company history and over 230 hours of related programming, ESPN’s efforts supporting the 2010 FIFA World Cup comprise a comprehensive, multi-platform campaign across traditional, integrated, and social media. In addition to their national TV and digital strategies, the company’s widespread print and outdoor efforts feature thirty-three original murals depicting the unique story and history of each participating country. Following an 80% jump in viewers from the 2002 to the 2006 games, the massive efforts support an additional expected increase in viewers of 25-50%. FIFA’s official partners and sponsors, including Adidas, Coca-Cola, Visa, Sony, McDonalds, and Budweiser, are also contributing campaigns, while unofficial endorsers are forced to engage in controversial ambush marketing to participate in the marketing craze.
Tags: ambush marketing, Articulation Agency, Articulation Team, ESPN, FIFA World Cup, global sponsorship, integrated media, integrated media campaigns, marketing plan, online branding, social media strategies, sports marketing, strategic marketing plan, target audience, world cup soccer
Posted in Advertising | No Comments »
Thursday, June 24th, 2010
It’s hard to argue that Facebook marketing isn’t here to stay. A Facebook page is quickly becoming a necessary complement to many companies’ online branding strategy. While the platform doesn’t have the branding and design user experience that a traditional website delivers, it certainly is convenient way to instantly reach and push content out to all those who “Like” your page. It is also easy to maintain and update, from almost anywhere. But that doesn’t mean anyone should do it! Instant distribution certainly is a powerful feature, but to maximize the impact of your Facebook marketing, it should be integrated and managed as part of your overall marketing plan and messaging strategy. It may make sense to get professional help, as we currently manage the social networking platforms for several clients across multiple industries. This includes a recent launch of green documentary called Happy Planet, which also featured the song of our musician client, showing another powerful benefit of social marketing platforms.
Tags: Articulation Agency, Facebook, Facebook marketing, Happy Planet, Hollenbeck PAL, Marc Robillard, marketing strategy, Matt Brunini, online branding, online branding strategy, online marketing, positioning, social networking strategies, strategic marketing plan
Posted in Client Projects | No Comments »
Wednesday, March 31st, 2010
As social-media evolves to become a must for nearly any marketing plan, it is important to assess your firm’s strategies. In a recent project for an emerging singer-songwriter, Articulation created and leveraged a strong presence on several social networking sites to drive traffic to his website and to other profiles, to gain exposure and listeners, and interact with fans. With most sites now linking to each other through easy-to-use applications, you gain a complex web of avenues to reach your target market, allowing you to engage in ongoing conversations with frequent touches. While Facebook, Twitter, and LinkedIn are the most common networks, industry-specific communities offer unique audiences, while media-sharing sites like Youtube and Flickr, blogs and forums can be equally effective tools in a multi-tier marketing scheme.
Tags: Articulation Agency, easy-to-use applications, extend brand, gain exposure and listeners, increase website traffic, industry-specific communities, interact with fans, Marc Robillard, marketing plan, marketing strategy, Matt Brunini, multi-tier marketing scheme, online branding, overall brand, reach your target market, social networking strategies, social-media, strategic marketing plan, target audience, target audiences
Posted in Client Projects, Interactive, Public Relations, Web | No Comments »
Sunday, September 30th, 2007
Key members of the design and branding teams recently launched a major consumer website for one of the leading purveyors of the digitization and online warehousing of libraries of treasured home movies and photos. The project was a major re-branding and included creating new core messaging, extensive copywriting, promoting the depth and scope of the firm, and greatly enhancing the overall web user experience. The brand is currently launching a major national campaign to promote their service offerings and wanted an online branding experience to support their growth efforts.
Tags: depth and scope, design and branding, enhancing web user experience, extensive copywriting, major re-branding, new core messaging, online branding
Posted in Client Projects, Copywriting, Identity, Web | No Comments »
