If you know your target audience well enough—and you're confident in pursuing it—you can build a culture around your product, creating brand loyalty even while the customer isn't ready to buy. Assuming Scion understands its demographic, they've been a master of creating culture that appeals to … [Read more...] about Building Better Content: Scion A/V
In an age of competitions becoming almost exclusively lame, an engaging, fun, and worthwhile one deserves celebration. Chipotle has managed to put something together that puts their unique personality on display with Adventurrito. What makes it better than the average "Like Fest"? The reward is … [Read more...] about Building Better Content: Chipotle’s Adventurrito
The first post in this series features one of the inspirations behind the idea! Delta shows a video (on most flights) before takeoff that covers vital safety instructions. Yet, they've taken the opportunity to turn a fairly dry experience into something equally helpful and fun. It's quirky, but not … [Read more...] about Building Better Content: Delta’s In-flight Safety Video
Brands are increasingly focused on their overall emotional impact, and for good reason: we're more inundated than ever with constant appeals to our attention and funds. Having a positive emotion attached to a memory of your brand or product is one of the most important goals to pursue in any form of … [Read more...] about Building Better Content: Introduction
Did you just make a decision that's documented on the internet? Bad news: an indiscriminate number of people are quite upset with you. (If you're a bit wet behind the ears on the phenomenon known as WWIC (Why Wasn't I Consulted?), please stop and read Paul Ford's now classic post.) A fairly … [Read more...] about Focus, Branding, WWIC, Non-Profits, and the New University of California Identity
