Marketing

Love Me? Message Me

Monday, February 13th, 2017

Sharing Valentine's Day love means swapping mobile messages sprinkled with emoji and stickers. And brands want a piece of that action. As part of a Valentine's Day campaign targeting mobile users, Dunkin' Donuts features a special emoji keyboard that makes it possible for users to add emoji to their texts. Dunkin' ...

Do You Speak Emoji?

Tuesday, February 7th, 2017

Next time you are on Twitter, check out emoji search by Google. If you tweet an emoji to Google's Twitter account, Google will respond with suggestions of where to eat or what to do based on the content of your emoji. For instance, I tweeted to Google a donut emoji, ...

How Dippin’ Dots Mastered the Real-Time News Arc

Wednesday, January 25th, 2017

How 'bout them Dippin' Dots? One moment it's a challenger brand with a niche following, just minding its own business and selling flash-frozen ice cream at places like amusement parks, sports stadiums, and convenience stores. The next thing you know, Dippin' Dots becomes a national trending topic after its name gets sucked into a ...

Uber’s Future: Snapchat on Wheels

Thursday, December 15th, 2016

I recently received an invitation to check out some behind-the-scenes Rogue One: A Star Wars Story videos and watch cartoon images of Star Wars X-Wings fly through the streets of Chicago. There was only one catch: the experience was available exclusively on my Uber app and viewable only after I ...

Snap Makes a Run at Affluent Millennials

Wednesday, September 28th, 2016

As soon as Snap Inc. announced the launch of its Spectacles video recording shades, the digerati began comparing Spectacles to Google Glass and pondering whether Spectacles would capture consumers' imagination in ways Google Glass failed to do. But I don't believe Snap CEO Evan Spiegel cares whether Spectacles finds a ...

How Pokémon Go Took Over the World with Augmented Reality

Tuesday, July 12th, 2016

They're in my house. They're in my car. They're following me to the store. Of course, I'm speaking of the Pokémon who inhabit the world of Pokémon Go, the augmented reality game that has invaded the lives of smartphone owners all over the world since its general release July 6. ...

When Brands Mess with Our Emotions

Thursday, May 12th, 2016

Jess Goulart of BTRtoday recently asked me how I think branding has changed over the years. I told her that although businesses are sharing their brand stories in more inventive ways than ever before, some of the traditional elements of a successful brand remain unchanged. For instance, a company's name and ...

You Don’t Have to Hug Your Fans

Sunday, May 8th, 2016

  Building fan love doesn't mean pandering to your audience. Radiohead, which dropped its new album A Moon Shaped Pool digitally May 8, builds fan devotion by challenging and even confounding its audience, which is the right approach for a group whose music has always been one step ahead of everyone. Radiohead's actions in ...

When Advertising Becomes Art

Monday, February 22nd, 2016

Advertising can sneak up on you in the most unexpected ways. Recently I visited the Minneapolis Institute of Art for the simple pleasure of discovering art. For hours, my family and I got lost in an exploration of well curated paintings, sculptures, and immersive rooms, such as a recreation of a ...

The New OK Go Video Is a Brilliant Co-Brand

Thursday, February 11th, 2016

I'll bet you've never heard of S7 Airlines. But you'll be hearing more about the Russia-based airline now that OK Go released a new video, "Upside Down & Inside Out." "Upside Down & Inside Out" is the latest crazy video from OK Go, a band that long ago set the standard ...