debranding

Debranding, Earned Media, and You

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The future of branding is debranding, Forbes magazine proclaims, and this time around, debranding means something different than it did three years ago when everyone was excited about Coke taking their name off of their labels and putting people’s names on. Today, debranding means giving up on traditional advertising and focusing one’s promotional efforts instead… Continue Reading »

tennissnapchat

Social Media’s Surprising Ace: Wimbledon Uses Snapchat to Boost Fan Engagement

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Wimbledon is the embodiment of traditional British culture. The world’s oldest tennis tournament has many rules: players must wear all white – no exceptions – and there is no advertising allowed around the courts. Umpires use formal forms of address when communicating with the athletes, and the ball boys and girls are trained to be… Continue Reading »

longform-shortform

Long Form, Short Form: Who Cares, As Long as It’s Good?

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One moment, brands are being told that customers have the attention span of goldfish and if you want to capture their interest, your entire story must be told in ten seconds or less. Yet the next advisor will tell you about the tremendous hunger for rich, long-form content, leaving you with the impression that it’s… Continue Reading »