The document discusses 5 principles of high performing experience brands in today's attention economy:
1. Add value - Brands need to give more than they take from consumers by offering value like helpful information or services.
2. Invite participation - Brands should focus on managing communities of supporters rather than rigid brand standards and invite participation through contributing ideas or influencing experiences.
3. User-first design - Brand experiences need to start with understanding consumers' behaviors and catering to their needs and wants to increase engagement without extra convincing.
4. Inspire sharing - Brands must provide compelling content or causes that consumers genuinely want to talk about and share with others through their personal networks.
5. Be
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
This is our brand management training workshop on brand positioning. Your brand positioning statement defines the target market, consumer benefits, both functional and emotional, as well as support points.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
This is our brand management training workshop on brand positioning. Your brand positioning statement defines the target market, consumer benefits, both functional and emotional, as well as support points.
Strategic Planning & the Importance of Consumer insightsKaren Saba
A high level presentation shedding light on what Strategic Planners really do at creative agencies and the importance of consumer insights in the world of planning. It is an interactive presentation with a 'Guess the insight' section at the end.
Please feel free to download, improve, and share the credits.
Challenger Brands - strategies to make market leaders sweat John Blaskett
I put this presentation together whilst reading Adam Morgan's book 'Eating the Big Fish' for an AdSchool assessment. In it I give an overview of the 'Eight Credos' of Challenger Brands and provide some examples from both Australia and overseas. Eating the Big Fish is a great book and a must-have resource for any marketer or brand planner.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
Connect is both the lifeblood of capitalism, and its most volatile competitive field. In this Arena, the mightiest of brands compete – in a state of near permanent transformation – to be the primary point of connection between people, between things, and between people and things. Over the next 100 years, humans will experience the equivalent of 20,000 years of technological advancement. In the Decade of Possibility, changes that once took decades will happen in years – or even months, driving a revolution in the ways people and things Connect. What does this mean for brands? Everything…
A presentation on the much confusing area of insight development specifically in relation to the area of marketing communications.
What is an insight, why useful and how can they be created
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
Top Social Media Trends You Need to Know About for 2022Falcon.io
As marketers, we’ve all experienced some amazing highs, and some well, not so amazing lows. That’s why we want to discuss social media trends that you should focus on as we transition into a (promisingly) less turbulent 2022.
Incredible things are happening all over the world. Each and every one of us are getting closer and closer to a new normal that provides a mixture of both pre-pandemic and post-pandemic lifestyles. There are clear positive trends and shifts emerging, which will impact how we conduct our marketing activities in the near future. Join us to discuss how we can tackle 2022 one social media marketing trend at a time.
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
Forest Creative Communications- E Brochuressuser19ae611
Forest Creative Communication - Success stories and works. Our core expertise lies in the areas of Corporate and Brand Identity Programs, Digital Marketing and Social Media Management, Corporate Décor, SOH, Retail Interior Designing, E-commerce & World Wide Web, Collaterals and Brand Stationeries, Product Packaging, Advertising and Public Relations, Content and Copywriting, Multimedia Integration and Event Promotions.
During my time in my "Advertising" Course at Ithaca College, I worked in a team to produce a mock advertising campaign for Mentos mints. This pan provide information from our situational analysis, to strategy to creative executions.
We believe 2010 will be the year of experience brands, because marketers are ready to bring new discipline to what they've been doing for years: orchestrating all their touchpoints to create a consistent brand experience and achieve a competitive advantage in the marketplace.
We're committed to bringing thought leadership to this dialogue-starting with a new article that defines experience brands, cites some experience brand heroes and points to ways experience brands can improve ROI.
This presentation, on the intersection of branding and user experience, was delivered to students and faculty at the Indiana University School of Informatics on November 13, 2009
Strategic Planning & the Importance of Consumer insightsKaren Saba
A high level presentation shedding light on what Strategic Planners really do at creative agencies and the importance of consumer insights in the world of planning. It is an interactive presentation with a 'Guess the insight' section at the end.
Please feel free to download, improve, and share the credits.
Challenger Brands - strategies to make market leaders sweat John Blaskett
I put this presentation together whilst reading Adam Morgan's book 'Eating the Big Fish' for an AdSchool assessment. In it I give an overview of the 'Eight Credos' of Challenger Brands and provide some examples from both Australia and overseas. Eating the Big Fish is a great book and a must-have resource for any marketer or brand planner.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
Connect is both the lifeblood of capitalism, and its most volatile competitive field. In this Arena, the mightiest of brands compete – in a state of near permanent transformation – to be the primary point of connection between people, between things, and between people and things. Over the next 100 years, humans will experience the equivalent of 20,000 years of technological advancement. In the Decade of Possibility, changes that once took decades will happen in years – or even months, driving a revolution in the ways people and things Connect. What does this mean for brands? Everything…
A presentation on the much confusing area of insight development specifically in relation to the area of marketing communications.
What is an insight, why useful and how can they be created
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
Top Social Media Trends You Need to Know About for 2022Falcon.io
As marketers, we’ve all experienced some amazing highs, and some well, not so amazing lows. That’s why we want to discuss social media trends that you should focus on as we transition into a (promisingly) less turbulent 2022.
Incredible things are happening all over the world. Each and every one of us are getting closer and closer to a new normal that provides a mixture of both pre-pandemic and post-pandemic lifestyles. There are clear positive trends and shifts emerging, which will impact how we conduct our marketing activities in the near future. Join us to discuss how we can tackle 2022 one social media marketing trend at a time.
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
Forest Creative Communications- E Brochuressuser19ae611
Forest Creative Communication - Success stories and works. Our core expertise lies in the areas of Corporate and Brand Identity Programs, Digital Marketing and Social Media Management, Corporate Décor, SOH, Retail Interior Designing, E-commerce & World Wide Web, Collaterals and Brand Stationeries, Product Packaging, Advertising and Public Relations, Content and Copywriting, Multimedia Integration and Event Promotions.
During my time in my "Advertising" Course at Ithaca College, I worked in a team to produce a mock advertising campaign for Mentos mints. This pan provide information from our situational analysis, to strategy to creative executions.
We believe 2010 will be the year of experience brands, because marketers are ready to bring new discipline to what they've been doing for years: orchestrating all their touchpoints to create a consistent brand experience and achieve a competitive advantage in the marketplace.
We're committed to bringing thought leadership to this dialogue-starting with a new article that defines experience brands, cites some experience brand heroes and points to ways experience brands can improve ROI.
This presentation, on the intersection of branding and user experience, was delivered to students and faculty at the Indiana University School of Informatics on November 13, 2009
Useful is business development agency based in İstanbul, Turkey. We are developing our own platforms and products and giving utility marketing business development consultancy services for the brands and companies.
How to Create Computer-Free Digital Experiences (Planningness 2013)Vladimir Pick
My talk at Planningness 2013.
The worlds of hardware and software are colliding: from art to intelligent robots, our interactions with the digital world are moving beyond the computer screen. The digital layer around us is ever-present and ubiquitous, and our interactions increasingly happen through a network of connected sensors and haptic devices. Learn why this matters for your job and how to design digital experiences that bridge the physical and digital.
@vladimirpick
We know life gets busy, and sometimes you don’t get around to reading that article you saw on LinkedIn or that blog post your colleague told you about, so we compiled our most popular posts of 2015 into this one handy-dandy list.
PoolParty Team gave a webinar on Wednesday, November 28, 2012. We talked about scenarios and applications using semantics in enterprises. Some of the use cases we discussed were:
- Semi-automatic tagging of content (Sharepoint, Confluence, …)
- Semantic enterprise search (Mindbreeze, FAST, Exalead, …)
- Linked Enterprise Vocabularies
- Enterprise linked data integration (queries across Oracle databases and unstructured text)
We also showed the latest developments of PoolParty platform and we gave insights how structured data from relational databases can be mashed with unstructured text when using linked data alignment. We showcased how we mashed a large text corpus with statistical financial data on top of PoolParty and UltraWrap.
Tweeting thought-leadership ideas, Facebooking product campaigns, launching teasers on YouTube or updating your enterprise profile on LinkedIn can sure fetch you conversion rates, consumer metrics and collective intelligence! But what real use are they to you if they don't leverage sales and justify your social media ROI? What good are your products if they don't go missing from shelves?
Shannon Belew, Best-selling Author discusses:
• How to Identify and build relationships through Social Media
• Leverage Social Media to uncover opportunities and increase sales
• How to implement an enterprise Social Selling strategy across your organization
This briefing on the future of money is the first in a series of explorations on the future of global systems; including industries, sectors and economies.
Adrian Day "User Experience or Brand Experience" - LBi Masterclasses June 11LBi User Experience
Adrian Day
"User Experience or Brand Experience"
June 2011
LBi Masterclasses
This is the first in a series of LBi Masterclasses designed to inspire, educate and provoke debate. Gain masterful insights from practitioners and experts in various fields. And put theory into practice in our follow-up workshop.
A short presentation on the rules of brand transformation from my personal experience across many clients - specifically how to ensure a successful outcome. Get in touch for more information.
Customer experience management (CxM) platforms are technology enablers within wider digital transformation programs. They help brands to deliver those right-time experiences at key decision points in the customer journey to drive engagement. With over a decade of lessons learned delivering CxM platforms for major brands, this session provides practical and pragmatic advice using concrete platform examples spanning the financial, media, news and entertainment, healthcare, and insurance sectors. How do you take a platform-first approach to CxM? What does good look like? How do you incentivize adoption? What works well? What should be avoided? This session shares war stories on the good, the bad and the ugly documented as a collection of useful and useable design principles for delivering sustainable CxM platforms.
Brand As Verb: Principles of High Performing Experience BrandsBen Grossman
80% of leaders say their brands offer a superior customer experience. Only 8% of customers agree. Meanwhile, marketers are tortured by the fact that the number one way people learn about and buy from their brands is the hardest one to control: word-of-mouth. In today’s world of new realities it doesn’t pay for brands to stand by, continuing to trumpet their “creative messaging.” After all, 74% of people advocate for brands by describing their experiences with them. Brands that break through are brands that take action… brands that are more than nouns. Brands must see themselves as verbs.
Here are the slides of our masterclass at Web Summit, where we discussed key emerging social media trends as we transition into a more hopeful 2022 from social commerce to niche platforms – we’ll cover them all.
Omnicom Creative has been named Company of the Year and DDB Worldwide Network of the Year. Somesuch, USA won this year’s Palme d’Or while Apple secured the Creative Brand of the Year.
10 Social Best Practices from the Best Social Brands of 2013Ben Grossman
You see the biggest brands in the world winning the social media war and are left wondering: How can my business get the most out of social? This presentation explores how to leverage best practices from the biggest and best social brands in the world for your company (that may not have a big budget). This 2013 round-up of social media anecdotes offers 10 actionable recommendations to help your business go to the next level. It was originally presented at Hubspot's INBOUND 2013.
Get Advertising Smart - Direct response in the digital eraemmersons1
Direct Response advertising has evolved in recent years; and as the media landscape adds new ways to engage and to shop, DR will likely only become more interesting and more important.
One area many CPG brands have begun seeing success is through capturing User Generated Content, and getting consumers to participate in their promotional programs. By inviting the people who already love your brand to help tell your story—through pictures, videos and posts—you can increase overall awareness with other like-minded customers without having to invest heavily into brand produced content. Offerpop dives in with 11 top-notch examples!
21st Century Branding: Positive Change Agents Ann Odell
Good Business & Good Branding are synonymous.
Together they are the foundation of any enterprise & inextricable. Making a decision about one informs & shapes the other.
21st Century BRANDS reflect our ideals, values, aspirations, passions.
A GREAT BRAND TODAY UNITES EMPLOYEES & CUSTOMERS AROUND A BIG IDEA OR PURPOSE MUCH LARGER THAN SELLING. Brands that offer people the OPPORTUNITY TO BE PART OF THE STORY, THE EXPERIENCE, THE BIG IDEA, THE PURPOSE, whether they’re inside or out, are the ones that are winning.
Existing on the continuum of: cave paintings, fireside chats & yellow brick road experiences, 21st Century BRANDS CAN & DO SERVE AS POSITIVE CHANGE AGENTS.
Presented is a capture of best practice Brand Strategy Case Studies, including four I've supported development on. What we see is that big Vision, more Meaning, Inclusivity, Authenticity & a few Fun surprise are foundational to all of their success.
ColourPop - The Budget-Friendly and High Quality Brand Everyone LovesOctoly
The ColourPop brand is very different from the traditional industry, where you’ll see top-down campaigns. Instead of massive companies that plan and concept their launches a year or more ahead of time, John and Laura Nelson, founders of Seed Beauty and ColourPop have 20-something staffers on social media asking the brand's consumers what they want; then roll it out as soon as it's ready.
Does social media impact my brand equitySuhasini Jain
An research on 4 social media campaigns of 2014 to study the change in brand equity owing to the campaigns .
Campaigns used :
Coke Friendly Twist Campaign
British Airways Stay Close Campaign
Airtel 4amFriend Campaign
Trulymadly.com Breaking Stereotypes campaign
Includes :
Abstract
Executive Summary
Literature Review based on real time social media campaigns in 2013-2014
Survey and Quantitative Research
Millard Brown's Adindex Methodology
Analysis and Results
Conclusion and Recommendations
NRF is the world’s largest retail conference with over 38,000 attendees. It’s also a show where some of the largest players in the B2B space come together and show the world what is on the horizon for retail tech.
This year, Jay Menashe, Director of Business Development, looked for the exhibit elements and experiences that stood out most to him. Check out what he thought!
Jack Morton's very own, Jay Menashe (Gold level Certified Trade Show Marketer), shares his favorite moments from CES 2019.
Read more: http://www.jackmorton.com/blog/my-10-favorite-moments-from-ces/
What’s missing from your experience tech strategy?
The relationship between events and technology is a subject of much debate and experimentation; clients are asking for the latest technology and our industry has a rich heritage when it comes to harnessing new and innovative technologies to create ever more impressive, immersive and interactive experiences.
But we risk using it for its own sake, forgetting that it is great ideas – not great technologies – that engage audiences and deliver effective results for brands. So technology can be a great enabler, but it can’t create a great experience on its own.
For most content marketers, sourcing or creating content is their biggest challenge. In our industry, however, we have always been creating killer content. It’s just that we often haven’t had a strategy to share it or to target it as a marketing tool.
Brands are made for and by humans. Their greatest wish is to connect with humans. So why do they find it so difficult? From jarringly chirpy digital, social & mobile experiences to misguided content marketing efforts, brands’ (and, let’s face it, agencies’) attempts to ‘be more human' often make us cringe.
And now, algorithms and big data means brands know more about us than ever before, and with this their opportunities to ‘act human’ have multiplied exponentially. But in many cases, their brand building efforts are failing: either to be convincing or in adopting the right aspects of humanity. And in so doing they become clingy, nosey or just plain creepy.
So brands face a paradox: the more they try to be human, the more they risk alienating the humans they so want to connect with. So can brands be ‘more human’? Or more importantly…should brands be more human?
How pharma and healthcare brands can engage consumers in order to drive growthJack Morton Worldwide
At Cannes Lions Health this year, Ryan Quigley of AbbVie and Jack’s Chief Creative Officer, Bruce Henderson, presented our vision for the future of healthcare brands. It’s not enough for pharmaceutical companies, health insurance companies, and other organizations dedicated to healthcare to merely provide medical or financial solutions. Rather--through content marketing, digital, social & mobile engagement and more--brands must re-connect with people’s needs and revolutionize their healthcare experience. It’s a level of empowerment that could only come from a superhero.
Big data has given marketers an unprecedented view into the attitudes and behaviors of larger audiences than ever before. But as we become increasingly reliant on big-data analytics, we’re also basing our insights on the same data pool—and arriving at very similar ideas. It’s a race to the middle that can dilute brand perceptions and value.
For brands to stand out, big data isn’t enough. That’s where small data comes in.
In our latest white paper, we show how using small data—the tiny clues that can uncover consumers’ drivers and desires—can uncover consumer insights that can't be found through big data alone.
Read the white paper, and find out how small data can lead to breakthrough ideas that transform brands and brand experience.
Employee engagement meetings are powerful experiences.
Done well, corporate meetings can have a transformative effect on an organization, unifying employees and elevating the company’s goals and objectives.
However, meetings that don’t live up to their potential can be damaging, with a negative effect on morale, a failure to deliver key messages, and provide little in the way of ROI.
At Jack Morton, we’ve been elevating corporate meetings and engagements for over 75 years, and we’re sharing our thoughts on four principles that are proven to deliver extraordinary results for our clients.
Read our POV, and make your meetings extraordinary.
Jack Morton's Tim Leighton presented with Cecilia Dahlstrom from Ericsson at the eurobest Festival of Creativity 2015.
How do you challenge and break the way something has always been done?
As an industry, we have to evolve our methods of engagement to survive. A little more conversation and a lot less one-way show and tell.
Yet much of our creative still isn’t focused in this way. In fact, some of our brand engagements are strangely inhuman, inhospitable experiences whereby brands compete not to understand people and offer value, but to simply shout the loudest. One of the worst offenders has to be the trade show. It’s a rare opportunity to waste – it’s where game-changing conversations can happen and multi-million dollar deals can be sealed.
Join our session to find out how Ericsson embraced the trade show, tore up the rule book and created a thoroughly modern brand experience that sits at the centre of its marketing strategy. Hear how its innovative creative approach radically changed the way people connect in this environment and learn what we can take away from this when we approach engaging with people through any channel.
Dr. Paul Frost, a Digital Strategist in our London office, presented at Event Tech Live this year. His presentation is titled "Creating effective digital ecosystems: Amplifying audience footprints through end to end digital enablement."
Best practices for creating a brand experience strategy, presented by one of our Senior Creative Directors, Karen Chui, at the marketing conference Spikes Asia.
From the moment we’re born, our senses make up the fabric of our experiences. They’re entwined with our emotions, anchored in our memories, and according to new research that’s challenging the tenets of Western philosophy, our experience in the physical world has an unconscious effect on how we think, feel and behave.
It’s no surprise then our senses have the power to shape our perception of brands, affecting how intuitively we connect with them, and how credible we perceive their messages to be, whether it’s at a single touchpoint or across the entire customer journey. What is surprising is that many brands quite literally take leave of their senses – and the resulting disconnect between what a brand says and how it feels can leave a bad taste in our mouths.
This eclectic, illuminating and interactive talk weaves together key strands of scientific research, from synesthesia to sensory metaphors, to reveal the three critical drivers of multisensory brand experience – and how you can harness them to create a more impactful, holistic experience that will ultimately change the way people feel – and behave – in relation to brands.
How pharma and healthcare brands can improve their customer experienceJack Morton Worldwide
The SVP and Managing Director of Jack’s Chicago office, Matt Pensinger, presented at Lions Health 2015 with Katie Bang from Eli Lilly and Company about improving the customer experience for patients:
There is growing recognition amongst healthcare brands that understanding the full patient journey is essential for success in today’s healthcare environment. The sheer extent of this both physical and emotional journey, from awareness through to treatment and adherence, opens the patient to many potential experience gaps between their expectations and reality that can lead to frustration, disillusionment and even dropping the prescribed treatment.
So, healthcare companies must understand this journey if they are to improve the customer experience – and offer necessary patient support that extends far beyond a given medication. Being truly effective requires that the entire organisation (from science through to sales) understands the patient journey in order to meet patient needs and effectively engage the many stakeholders that are becoming increasingly important to a therapy’s success.
This is a significant undertaking and healthcare brands and their marketing agencies need to think differently about how they engage with patients and support communications for all the other stakeholders. This talk will examine the experience journey and what it means for the way we market.
Don’t get us wrong—we're not saying that editorial calendars are all bad.
But using one poorly can lead to obscure social media posts, videos and white papers that do nothing to achieve your business goals, and other time- and budget-wasters that have little to no real ROI.
89% of content marketers are focused on creating more engaging, higher quality content now or within the next 12 months. If you’re one of them, maybe it’s time to ditch the calendar (or at least use it better).
Our latest Jack POV, Why editorial calendars make your content suck, was presented by our VP, Strategy Director, Ben Grossman at this year’s SXSW Interactive, and we’re making the insights from Austin available to you.
This 2015 Mobile World Congress showcased the latest innovations in mobile technology, bringing together the leaders and pioneers of the mobile industry, consumer brands, and the growing amount of businesses touched by the mobile market.
Out of over 2,100 companies flaunting their newest and best, only a handful of exhibitors really stuck out for their ability to cut through the noise noise and connect with their audience.
We've taken a look at these standout exhibitors and examined what made them so memorable. Read our POV, and learn the 4 ways to win at the tradeshow that will connect people with your products and services and build your business.
From gold lamé to vin rosé, Cannes is a special place indeed.
It’s home to the world’s largest and most revered awards festival for the best creative work in Film, Creative Effectiveness, and more.
The week’s content includes seminars, forums and workshops presented by creative leadership from around the world — both from inside and outside the marketing industry.
We learned of brand experience examples such as the Google Creative Sandbox and the Ipsos Ladies Lounge provided insight and inspiration in a relaxed environment.
Oh — and of course — there was legendary partying in true industry style.
More and more, brands are realizing the power of integrating tactics like events and digital campaigns into a larger effort to build the long-term relationships with their customers that help them reach their overall marketing goals.
However, budget, influenced by emotion, is all too often the primary factor in deciding how and when to employ these valuable marketing assets.
Enter portfolio planning: a strategic approach that allows companies to make informed decisions on the right number, type, frequency, and cadence of tactics needed to generate an optimal experiential marketing mix. In essence, “brand experience media planning”.
In the latest Jack POV, learn the 6 principles of portfolio planning and how you can incorporate a strategic approach to better engage your customers.
As always, let me know if you’d like to learn more about how brand experience media planning can help your business.
Find out more at jackmorton.com.
Consumer Electronics Show (CES) 2015 marketing trends for brands and marketersJack Morton Worldwide
A fresh, no gadget take on the 2015 International CES, this report covers the top trends marketers and brands need to know as they enter 2015. Based on the evolution of the CES show over the last several years, the report also documents the rising in notoriety and popularity of CES within the marketing and advertising industry, now rivaling events like the Cannes Lions International Festival of Creativity and SXSW Interactive.
After 48 years in existence, the event shows no signs of slowing down. 2015 marked the largest CES in history, with over 170,000 industry professionals in attendance and more than 2.2 million net square feet of exhibit space occupied by exhibitors. Today, the show sits comfortably at, as the Consumer Electronics Association (CEA) has dubbed it, “the center of convergence among content, services and products.”
Your colleagues and employees are already armed with smartphones and tablets—but how can these devices be transformed into productivity powerhouses tailored specifically to your business and sales needs?
In our latest white paper, apps@work, discover how adding apps to your company’s arsenal can increase productivity, creativity and credibility, and learn how apps can boost employee engagement with tools they can use wherever they are.
Growing your business requires investment—but with so many competing priorities, where should you focus your time, money and expertise?
Start with a resource you already have that can drive both profitability and customer satisfaction: your employees.
Studies have proven that companies with engaged employees had 2.6 times the earning per share growth of companies with below average employee engagement and 86% higher success rates on customer metrics.
In our latest white paper, learn the four key requirements of effective employee engagement and how treating your employees like customers can improve your business.
Our senses fuel our perceptions of the objects and events that surround us. Yet as marketers we're often limited to just two of them—sight and sound.
How much more compelling could brand experiences be if we used the science of perception to design better, more persuasive interactions—taking into account all of our senses?
In our latest white paper, we explain how an experiential approach harnesses the science of the senses to create more effective, more engaging experiences that amplify your message and brand.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
6. 1. What should it be called?
2. What other words describe it?
3. What’s the tagline?
4. How do we make people aware of it?
5. What should its logo look like?
6. What should its logo look like in black and whit
7. Does it have a jingle?
8. How much space should be around its logo?
9. Is it time for an identity refresh?
10. Can we get a trademark on that?
people remember the name?
e energy to it?
6
Marketers thought of brands as
NOUNSthat they could ‘teach’ people.
7. 7
But, in today’s attention economy,
consumers have come to care less
about what brands are saying and
more about what they’re doing.
!
8. 8
But, in today’s attention economy,
consumers have come to care less
about what brands are saying and
more about what they’re doing.
!
social media
rise of the internet
desire for social currency
permanent recession
democratization of influence
mistrust of advertising
technology overload
demographic inversion
Mad Men
fragmentation
corporate skepticism
message fatigue
reflective self-identity
9. 9
Which is why we see brands
today as more a function of how they
act ... how they engage with and
around consumers ... as verbs.
14. 14
80%of leaders say their
brands offer a superior
customer experience.
8%of consumers
agree.
15. 15
The fact is that, today, marketers are tortured
by the fact that the #1 way people learn
about and buy from their brands is the hardest
one to control: word-of-mouth.
20. 20
PRINCIPLE 1
ADD
VALUEBrands that last are the ones that give more than they
take from consumers’ lives. In a world filled with
handheld – or even wearable – second screens,
consumers are better than ever at tuning out marketers’
attempts to appeal to them.
At the same time, consumers are seeking out and
signing up to hear from brands that offer them value: a
utility, a conversation starter, helpful how-to instructions
that help them through a challenge. The value scale is a
delicate one, but if brands stay focused on keeping it
balanced – or tipped towards consumers – it gives them
significant credibility and access to share of wallet.
21. 21PRINCIPLE 1
ADD VALUE
KLM Meet & Seat
One of the worst parts of traveling is sitting
next to (or worse, between) total strangers.
KLM found a way to shift a negative aspect
of its customer experience into a potentially
very valuable one.
KLM’s Meet & Seat lets you find out about
interesting people who will be on board
your KLM flight by sharing your Facebook,
Google+ or LinkedIn profile details. Then,
you can choose your seat based on who
you’d like to meet – perhaps a good
business contact, someone with similar
interests or an long lost college friend.
22. 22PRINCIPLE 1
ADD VALUE
Lean In & Getty Images
Nonprofits often must tow the difficult line between
the constant need to ask supporters for funds,
while also providing the value that is at the core of
their mission. Along the way, many come off as
needy, preachy or even inefficient. Facebook’s
COO, Sheryl Sandberg, found a way for her
nonprofit, Lean In, to both further its cause and
generate funding at once.
In a partnership with Getty Images, a popular
stock photography site, Lean In launched a
collection of stock photos dedicated to women’s
empowerment. The collection features over 2,500
images of female leadership in contemporary
work and life. A portion of proceeds from the
Lean In Collection go toward the creation of Getty
Images grants for images showcasing female
empowerment and to supporting the mission of
the nonprofit.
23. 23PRINCIPLE 1
ADD VALUE
Ikea’s Second Hand
Campaign
Ikea doesn’t exactly have a reputation for
making the most durable goods – but the
fact is that many customers own their home
furnishings for years without significant
wear. Core to Ikea’s value proposition,
however, is a price point that enables
consumers to refresh their environments well
before the furniture has tired.
So to help show the longevity of its products,
while also allowing consumers to move on to
its newly introduced products, Ikea launched
"The Second Hand Campaign." The
campaign advertised customers' used Ikea
products through outdoor, print, broadcast
and web banners. Beyond that, Ikea turned
its Facebook Page into a digital flea market
for sellers and buyers to meet each Sunday.
24. 24
PRINCIPLE 2
INVITE
PARTICIPATION
The best brands focus on managing a community of
supporters, rather than on managing a set of brand
standards. Brands that implicitly invite participation –
without demanding it – are the ones that rule in a world
where consumers will participate whether the brand asks
or not.
When consumers can find ways to contribute ideas or
influence the brand and its experiences, feeling a sense
of ownership and authorship, it makes it easier for the
brand to activate that person as an advocate. And
because participation requires engagement, consumers’
brand encounters are also more memorable over time.
25. 25PRINCIPLE 2
INVITE PARTICIPATION
Cotton
24-Hour Runway
As the only fabric suitable for all 24 hours of the
day, Cotton has an annual tradition of hosting a
24 Hour Runway complete with a look every
minute – 1440 total. This time, Cotton employed
a Style Search Squad that traveled across the
country to find the most diverse cotton looks and
celebrate consumers’ local style. Users were
invited to submit their looks for a chance to
inspire the final style on the runway.
Once finalists had been selected, users voted to
select the six regional style setters who have
inspired a nation of cotton style enthusiasts. They
represented their regional cotton style at Cotton’s
24-Hour Runway Show in South Beach. In doing
so, Cotton effectively moved a runway show from
passive viewers to active participants who
walked away with a compelling experience.
26. 26PRINCIPLE 2
INVITE PARTICIPATION
Pop Secret’s Pop Dongle
Some brands are so simple that in order to
invite participation and become closer with
their consumers, the brands must create
ancillary brand experiences beyond their core
offering. Enter Pop Secret’s Pop Dongle: a
mobile phone attachment that emits the sweet-
and-salty smell of popcorn as you play the
brand's mobile game, Poptopia.
Each time users swipe the butter inside the
game, driving players to pop corn kernels, the
Dongle will emit a spritz of popcorn scent.
The Pop Dongle represents Pop Secret's first
test of a non-edible product in the market. The
company has created three limited edition
Dongles being auctioned off on eBay, with
proceeds going to the American Red Cross.
27. 27PRINCIPLE 2
INVITE PARTICIPATION
San Pelligrino’s
Robot Trips to Italy
A core part of San Pelligrino’s brand is the
delivery of Italian culture with its product. To
help deliver on the sparkling water's promise,
it launched a "Three Minutes in Italy"
promotion. Leveraging five robots, on August
8th through 17th, Facebook users could
remotely control robots, in real-time that
toured around Italy – meeting new people
and taking in the culture.
San Pellegrino's Facebook fans were able to
participate by signing up to drive the ground-
bots for 180 seconds, viewing the town in
live. The robots were equipped with tablets
displaying users' Facebook profile pictures,
and a translation program allowed
participants to talk with local residents with
the help of an on-the-ground ambassador.
28. 28
PRINCIPLE 3
USER
FIRST
DESIGNGreat experiences start with a solid set of consumer
insights about how a brand fits around its users. By
understanding consumers’ natural inclinations towards
and behaviors with your product, service or
organization and catering to it, experiences become
more efficient and more effective. Investment required
to get people involved decreases, because people don't
need to be convinced.
In addition to the broad success that user-first design
creates, it also has a broader halo effect on the brand.
Often, empathetic brand experiences stand out from a
pack that appears deaf to consumers wants, needs
and dreams.
29. 29PRINCIPLE 3
USER FIRST DESIGN
LEGO Star Wars
Secrets to Reveal
To reignite brand loyalty for LEGO Star Wars
and build excitement for the TV launch of
Yoda Chronicles, LEGO got to the core of
what made its consumers tick. By
understanding the important collaborative
nature of LEGO building between parents and
kids, combined with the power of the Star
Wars property, the brand created an epic and
contagiously shareable campaign for adults
and kids alike.
The campaign prompted participants to
discover what secrets Yoda had to reveal.
Through a series of in-store, digital and live
guessing experiences, Yoda ultimately
revealed his (and LEGO’s) biggest secret ever
– the largest LEGO creation ever, an X-Wing
fighter, was revealed in Times Square, leading
to #LEGOstarwarsNYC trending on Twitter.
30. 30PRINCIPLE 3
USER FIRST DESIGN
Budweiser Canada
Hockey Alarm
Last year, Budweiser found an important
audience truth that tied to its product:
Budweiser is in hand at hockey’s biggest
moments. The brand dedicated itself to taking
the fan experience to the next level by
creating the Bud Red Light – a wi-fi enabled
iconic goal light and horn.
Budweiser actually put the product on sale –
selling out its first batch in 2013 in no time. It
even created content about a representative
from the brand installing Red Lights in its
consumers homes to generate further
demand. Though it certainly is unusual for a
beer company to get into an Internet of Things
product, Budweiser’s user-first design guided
the brand to a huge success.
31. 31PRINCIPLE 3
USER FIRST DESIGN
Target’s
Simplicity Challenge
As Target monitored the issues and conversations
that were important to its employees and guests, it
found that healthcare was one of the remaining
parts of its business that wasn’t as straightforward
as consumers would have liked. Target launched a
means to draw from the wisdom of the end-users:
the Simplicity Challenge, a nationwide search for
innovative ideas to simplify healthcare.
The initiative, built to crowdsource the best ideas
for healthcare from students, innovators, designers
and entrepreneurs, underscores the retailer’s
commitment to creating simple and engaging
experiences. The Target Simplicity Challenge
launched with the purpose of helping people make
positive lifestyle and prevention choices and
helping people live well with a chronic condition.
Ideas were put to a public vote prior to a grand
prize being dispensed and Target working to
implement it.
32. 32
PRINCIPLE 4
INSPIRE
SHARINGBrands can’t buy the most powerful form of advertising:
recommendations of family and friends. But marketers
can give consumers something that they actually want to
talk about and share. A combination between a brilliant
creative idea, execution that is native to social platforms
and in-person conversations and social purpose can
inspire third party endorsements that work to create the
shortest path to purchase possible.
In a generation defined by the ‘like’ button and prompts
to ‘tweet us’, however, brands must be discerning. It
takes a lot more than the click of a button or 140
characters to truly develop a bond with a brand. And
there’s a difference between demanding or incentivizing
sharing and truly inspiring it. At the end of the day, the
consumers sharing know the difference and so do the
recipients of their sentiments.
33. 33PRINCIPLE 4
INSPIRE SHARING
Dove Real
Beauty Sketches
Knowing that all great sharing success stories
start with great content, Dove found a
polarizing topic for the brand to speak out
about: Over half (54%) of women globally
agree that when it comes to how they look,
they are their own worst beauty critic, which
equates to 672 million women around the
world.
Dove’s Real Beauty Sketches video, which
uses an FBI-trained sketch artist to show
women that they’re seen as more beautiful
than they see themselves, garnered more than
114 million views in its first month released.
The video was shared 3.74 million times,
which makes it the third most shared video of
all time – yielding one of the best share to
view rates of all time.
34. 34PRINCIPLE 4
INSPIRE SHARING
Honda’s Project
Drive-In
Brands can also trigger sharing by
bringing underrepresented issues to light
for consumers. Honda recently launched
Project Drive-In, the brand’s national
effort to help save drive-ins facing closure
due to the end of 35mm film distribution.
Through the effort, Honda has been able
to generate a groundswell of support for
drive-ins, encouraging users to share the
cause with family and friends to help
fund the theaters.
By leveraging crowd-funding platform
Indiegogo along with ProjectDriveIn.com,
Honda has been able to save several of
the nation’s storied drive-ins. Meanwhile,
Honda has connected its brand with one
of America’s favorite past-times and a
feel-good mission.
35. 35PRINCIPLE 4
INSPIRE SHARING
Nivea’s Dare to Dip
Nivea believes women are at their best when
they feel confident in their natural skin. Yet
79% of women in the UK cover up their ‘bikini
bellies’ in public. Nivea set out to change that
and celebrate women who were willing to
break the mold and dare to take their first dip
of the summer in a very exposed way.
Women were encouraged to sign up to take
their first plunge of the summer in glass tanks
in London’s Covent Garden. So many women
were inspired by the call to action that tickets
sold out in 24 hours. Women were so excited
to share their newfound confidence that they
demanded more opportunities to Dare to Dip,
so the campaign set out on the road. Nivea
crowdsourced the demand for other dipping
locations and over 70,000 women shared
their pledge online. The campaign since has
expanded across the continent.
36. 36
PRINCIPLE 5
ON
(NOT IN)
THE WAYBrands have evolved — from the interruptions between
the content you really wanted to view — to,
increasingly, the creators of content you can’t help but
consume and share.
The fuse on “native advertising” is short (though it works
today), because not enough brands are taking its
quality seriously. As regulations tighten and consumers
grow wise to advertisers’ tricks, brands stand to once
again become barriers that consumers avoid, rather
than the destinations they seek.
37. 37PRINCIPLE 5
ON (NOT IN) THE WAY
IBM Smart Ideas for
Smarter Cities
One of the greatest examples of the
evolution of marketing from disruptive
product-based selling to an on the way
thought leadership campaign is IBM’s
work with Smarter Cities. The brand’s
campaign is a centrifuge of inspiration
and helpful content meant to inspire the
world’s leaders to imagine solutions to
some of the world’s greatest problems.
As an extension of the campaign, IBM
launched a series of outdoor ads around
Paris that double as a bench, a shelter or
a ramp. The functional twist on otherwise
interruptive advertising delivers perfectly
on the sentiment behind IBM’s Smarter
Cities campaign.
38. 38PRINCIPLE 5
ON (NOT IN) THE WAY
Flower Council of
Holland Emergency
Flowers
This Valentine’s Day, the Flower Council of
Holland installed 1,500 ‘emergency’ flower
boxes containing a rose. Each one reads,
"In case of love at first sight, break glass.”
The cellophane exterior allowed passer-bys
easy access to the flower within and the
resulting video showing the boxes in use
was a romantic way to reach consumers
around one of the flower industry’s biggest
days of the year.
Consumers were sent to continue the
journey online, where they could use Twitter
and Facebook to get a chance to win their
very own boxes. They were also
encouraged to share the video with their
social networks.
39. 39PRINCIPLE 5
ON (NOT IN) THE WAY
Red Tomato Pizza
VIP Fridge Magnet
In Dubai, home delivery is the norm
when it comes to food, but restaurants
that consumers eat at frequently never
remember their customers’ orders. Red
Tomato Pizza knew that they wanted to
generate more loyalty and retain its best
customers and that this dynamic
presented a serious problem.
Red Tomato changed the delivery playing
field by creating a VIP Fridge Magnet
that was Bluetooth connected to
consumers’ smart devices. At the push of
a fridge magnet button, an order was
placed for that consumer’s favorite pizza
instantly. Preferences could be adjusted
online and the brand experience soared
as a result.