A tip of the beret to the French firm, Noir sur Blanc Production, who created this piece for EM Strasbourg Business School. Notice the product placement for the SteelCase chairs. Apparently the school partnered with SteelCase who picked up most of the tab for the production. Something to think about for our next Higher Ed production.
Excited to share a content marketing project we just wrapped up with the Hornstein Program at Brandeis University. Hornstein is a graduate program for young men and women interested in working in Jewish Communal Service. For those not familiar, that means working as advocates for Jewish causes, as leaders of Jewish philanthropies, as directors of Jewish camping, or in any number of other professional fields that aim to advance the cause of Jews and Judaism around the world. It’s a unique program, one of the best in the world, but the folks at Hornstein wanted a better way to share their value with prospective students.
After some initial meetings and discussions of past marketing efforts, we decided to focus on upgrading the Hornstein web presence with some re-organization and the development of several videos designed to effectively share Hornstein’s value with prospective students (who are often referred to the program by other Hornstein alumni).
4 months, nearly 30 interviews, 2 weeks in editing, 2 rounds of revisions, 2 more weeks of editing, and a big happy approval later, and here we go:
Effective video, and more importantly, interesting content has never been more important in marketing. The line between earned and purchased media is blurring more and more every day. How is this change affecting your marketing strategy? What content would you want to better sell your product or service? Leave a comment or catch us on Twitter @Triad_Ideas #ThinkSuccess.
Hard to believe this campaign is 40 years old. Nice work from Y&R and the United Negro College Fund. Advertising Age has an interesting column marking the anniversary with the story of its beginning.
Made me wonder…what’s next for “Your Mind is a Terrible Thing to Waste” and other iconic messages. I can’t remember seeing a good new UNCF promo in at least 5-10 years. That illustrates a challenge when you come up with something so good. How do you successfully move on?
Nike’s giving “Free Yourself” a try as a next step after years with “Just Do It,” which I find very effective. The U.S. Army told me through most of my adolescence, “Be all that you can be in the arrrr-ahhh-arrr-my.” They’ve successfully moved forward to “Army Strong.” Others, though, have tried and failed. Seems to me if you’re working with a legacy brand and need an update you might want to remember a few important things:
1) The original messaging worked for a reason. Don’t forget why.
2) The change should only happen because a significant portion of your audience doesn’t find it relevant anymore.
3) Stay away from trends. You don’t want to be the brand that had iconic messaging only to switch tag lines and campaigns three times in three years trying to keep up with what’s hip.
Anybody here have a brand with messaging that’s worked for a while, but doesn’t have that same resonance? Would be fun to bat that around a bit. Leave a comment or find us on Twitter @Triad_Ideas #Think Success.
Imagine you’re Coke. You’re number one. The head honcho. The soft drink to end all soft drinks.
You’re all bout happiness, from your tags to your brand image.
You come out with new varieties regularly, but your competition inevitably mimicks your every move (Coke Zero > Pepsi Max).
So you take the one thing your competitors can’t steal, your inextricable brand image and global recognition, and go and do something like this….
And do a fantastic job.
Congratulations Coke, you’ve taken your “happiness” thing to a whole new level. In a combination of guerilla and viral marketing, you’ve created a compelling and rather entertaining stunt that feels truly honest. Kudos.
Now, imagine you’re Pepsi. You’re number two. Simply another soda.
You’ll probably be in Coke’s shadow forever, and you’ve just created the controversial “skinny can” that looks like a can of Red Bull. You had success with Pepsi Refresh, but to be honest, it’s mostly forgotten by now.
What do you do?
Our favorite ad from this year’s Super Bowl. Congrats to Deutsch on some great work and a gutsy choice to leak the ad online prior to the big game.