The document discusses the Goldiblox brand building campaign and analyzes why it was so effective. It provides the following key points:
1) The Goldiblox campaign was purpose-led, with a clear goal of getting more women into STEM fields. It took a stand on an issue and drove actions based on its values.
2) It had a clear point of view and voice that resonated with its target audience.
3) It designed remarkable content, like its viral video song, that was shareable and tapped into cultural themes.
4) It built an engaged community through crowdfunding that helped spread its message widely on social media.
Fundamentals of Creative Development: An Introductory Lecture (2 and 3)edward boches
Intro lecture to course I teach at BU on fundamentals of creative for advertising.
NOTE THAT THIS VERSION INCLUDES A FEW SPEAKER NOTES TO MAKE SENSE OF SOME SLIDES THAT ARE OTHERWISE BLIND. WILL LEAVE BOTH UP SINCE PEOPLE ALREADY DOWNLOADED OTHER.
Want to know how to promote yourself? Stop promoting yourself. Start promoting what people find interesting and amazing. Only by doing so will you succeed in promoting yourself, your business, or your passion.
How many Jobs-To-Be-Done exist when it comes to beauty and grooming? Turns out all those showers, shaves and new hairstyles really add up! Find out how The Sound can help simplify it all for you and your brand, using the Jobs to be Done method.
It's natural for a brand to grow. But brand growth isn't an entitlement. Nor is it the result of launching new products and new marketing campaigns. Brand growth is the by-product of syncing the purpose, the vision, and the passion of the business with the actions of its employees.
In this presentation, John Moore shares lessons he�s learned first-hand from helping grow the Whole Foods and Starbucks brands as well as growing the teams responsible for making growth happen within those businesses. You'll learn how complacency, conservatism, and conceit will derail the growth of any brand and the growth of any team. And, you�ll leave with advice on how to instill a sense of purpose within project teams to thrive during times of change.
NOTE: This presentation was delivered at the In-HOWse Designer Conference held in Chicago on Monday, October 30.
In January 2014 we launched Wolf & Wilhelmine, a brand shop driven by our purpose of Do Great Work, Live Great Lives.
We were first focused on building an environment for sustainable creativity - i.e. a workplace where we can do the work we love without killing ourselves.
As we’ve grown over the past two years, we’ve realized that diversity is crucial to sustainable creativity and therefore we actively foster it.
Here's how we do it...
Fundamentals of Creative Development: An Introductory Lecture (2 and 3)edward boches
Intro lecture to course I teach at BU on fundamentals of creative for advertising.
NOTE THAT THIS VERSION INCLUDES A FEW SPEAKER NOTES TO MAKE SENSE OF SOME SLIDES THAT ARE OTHERWISE BLIND. WILL LEAVE BOTH UP SINCE PEOPLE ALREADY DOWNLOADED OTHER.
Want to know how to promote yourself? Stop promoting yourself. Start promoting what people find interesting and amazing. Only by doing so will you succeed in promoting yourself, your business, or your passion.
How many Jobs-To-Be-Done exist when it comes to beauty and grooming? Turns out all those showers, shaves and new hairstyles really add up! Find out how The Sound can help simplify it all for you and your brand, using the Jobs to be Done method.
It's natural for a brand to grow. But brand growth isn't an entitlement. Nor is it the result of launching new products and new marketing campaigns. Brand growth is the by-product of syncing the purpose, the vision, and the passion of the business with the actions of its employees.
In this presentation, John Moore shares lessons he�s learned first-hand from helping grow the Whole Foods and Starbucks brands as well as growing the teams responsible for making growth happen within those businesses. You'll learn how complacency, conservatism, and conceit will derail the growth of any brand and the growth of any team. And, you�ll leave with advice on how to instill a sense of purpose within project teams to thrive during times of change.
NOTE: This presentation was delivered at the In-HOWse Designer Conference held in Chicago on Monday, October 30.
In January 2014 we launched Wolf & Wilhelmine, a brand shop driven by our purpose of Do Great Work, Live Great Lives.
We were first focused on building an environment for sustainable creativity - i.e. a workplace where we can do the work we love without killing ourselves.
As we’ve grown over the past two years, we’ve realized that diversity is crucial to sustainable creativity and therefore we actively foster it.
Here's how we do it...
Photo-based interfaces [Pinterest, Instagram, Tumblr, etc.] change the way we interact with each -- making our communication less verbal and more visual communication. But what does that mean for brands?
How to write better creative briefs for Toyota.David Bell
How to write better creative strategies and briefs.
This workshop was written for MercerBell clients to enable them to prepare better briefs that will lead to more customer delight.
What you will get from this presentation is a real insight into the creative mind and process, you will learn how to write an airline ad, the 4 steps to writing a better creative brief and how to run and feedback on a creative presentation.
Enjoy.
Ps. And please share if you have learnt something from this presentation.
Brand Positioning and Elevator Pitch Slides Kaitlin Zhang Workshop LondonKaitlin Zhang
Kaitlin Zhang presents a workshop on "Brand Positioning and Elevator Pitch" at Kennington Park Business Centre, London. This event was hosted in conjunction with Club Workspace.
9 November 2016
Kaitlin Zhang is the CEO of Oval Branding, a cross-border branding agency between the UK, USA and China, specialising in tech, financial services, government based in London, UK.
www.ovalbranding.com
A marketeers brief guide to improving your social media performanceSHumphrey123
The Black Hole's Content Marketing Executive, Sam Humphrey, looks at the simple steps that marketeers can take to improve their social media offering. With thanks to all speakers at the Big Social Conference 2015. Some of there content is used in this presentation. Thanks also to entrepreneur.com who came up with the 10 laws of social.
Utopia is an original brand and scenario planning tool devised by me as the Strategy lead at Clique CG. This framework helps agencies and brand teams in coming up with strategic brand ideas and creatives routes through collaborative group ideations.
For doing an Utopia session for your brand or to see an example of how this tool helps, please get in touch.
My Refresh Austin April Prezo on: What is the buzz about Social Business? Is it the same as social media and is it here to stay?
Be entertained as Elizabeth Quintanilla shares her unique approach to tech, business and social media. Learn her distinct point of view of "Social Business" and learn about a valuable concept that should be in every tech, entrepreneurs, biz leaders, analysts, and marketers toolkit. Learn why all of us now wear multiple hats such as customer support, PR, marketing, and more in this current environment of Social Media. Remember Social Business helps you work smarter not harder all the while (if well implemented) more effective.
Presented by Elizabeth Quintanilla, Chief Marketing GunslingerMy Refresh Austin April Prezo on: What is the buzz about Social Business? Is it the same as social media and is it here to stay?
Be entertained as Elizabeth Quintanilla shares her unique approach to tech, business and social media. Learn her distinct point of view of "Social Business" and learn about a valuable concept that should be in every tech, entrepreneurs, biz leaders, analysts, and marketers toolkit. Learn why all of us now wear multiple hats such as customer support, PR, marketing, and more in this current environment of Social Media. Remember Social Business helps you work smarter not harder all the while (if well implemented) more effective.
Presented by Elizabeth Quintanilla, Chief Marketing Gunslinger
Social Media 101 - A Social Media PrimerThink Shift
Who is this for? If you’re an advanced marketer or social media guru, then you’ll have to wait for our next issue. Nothing here will help you (we think). But if this is not you?... read on.
This is for companies, brands, & professionals who:
-Are thinking about and perhaps even dabbling in the social media world
-Are wondering why you should care
-Have really cold feet
-Are skeptical or think all this is going to go away
-Know you need to get “in”, but aren’t sure how
Photo-based interfaces [Pinterest, Instagram, Tumblr, etc.] change the way we interact with each -- making our communication less verbal and more visual communication. But what does that mean for brands?
How to write better creative briefs for Toyota.David Bell
How to write better creative strategies and briefs.
This workshop was written for MercerBell clients to enable them to prepare better briefs that will lead to more customer delight.
What you will get from this presentation is a real insight into the creative mind and process, you will learn how to write an airline ad, the 4 steps to writing a better creative brief and how to run and feedback on a creative presentation.
Enjoy.
Ps. And please share if you have learnt something from this presentation.
Brand Positioning and Elevator Pitch Slides Kaitlin Zhang Workshop LondonKaitlin Zhang
Kaitlin Zhang presents a workshop on "Brand Positioning and Elevator Pitch" at Kennington Park Business Centre, London. This event was hosted in conjunction with Club Workspace.
9 November 2016
Kaitlin Zhang is the CEO of Oval Branding, a cross-border branding agency between the UK, USA and China, specialising in tech, financial services, government based in London, UK.
www.ovalbranding.com
A marketeers brief guide to improving your social media performanceSHumphrey123
The Black Hole's Content Marketing Executive, Sam Humphrey, looks at the simple steps that marketeers can take to improve their social media offering. With thanks to all speakers at the Big Social Conference 2015. Some of there content is used in this presentation. Thanks also to entrepreneur.com who came up with the 10 laws of social.
Utopia is an original brand and scenario planning tool devised by me as the Strategy lead at Clique CG. This framework helps agencies and brand teams in coming up with strategic brand ideas and creatives routes through collaborative group ideations.
For doing an Utopia session for your brand or to see an example of how this tool helps, please get in touch.
My Refresh Austin April Prezo on: What is the buzz about Social Business? Is it the same as social media and is it here to stay?
Be entertained as Elizabeth Quintanilla shares her unique approach to tech, business and social media. Learn her distinct point of view of "Social Business" and learn about a valuable concept that should be in every tech, entrepreneurs, biz leaders, analysts, and marketers toolkit. Learn why all of us now wear multiple hats such as customer support, PR, marketing, and more in this current environment of Social Media. Remember Social Business helps you work smarter not harder all the while (if well implemented) more effective.
Presented by Elizabeth Quintanilla, Chief Marketing GunslingerMy Refresh Austin April Prezo on: What is the buzz about Social Business? Is it the same as social media and is it here to stay?
Be entertained as Elizabeth Quintanilla shares her unique approach to tech, business and social media. Learn her distinct point of view of "Social Business" and learn about a valuable concept that should be in every tech, entrepreneurs, biz leaders, analysts, and marketers toolkit. Learn why all of us now wear multiple hats such as customer support, PR, marketing, and more in this current environment of Social Media. Remember Social Business helps you work smarter not harder all the while (if well implemented) more effective.
Presented by Elizabeth Quintanilla, Chief Marketing Gunslinger
Social Media 101 - A Social Media PrimerThink Shift
Who is this for? If you’re an advanced marketer or social media guru, then you’ll have to wait for our next issue. Nothing here will help you (we think). But if this is not you?... read on.
This is for companies, brands, & professionals who:
-Are thinking about and perhaps even dabbling in the social media world
-Are wondering why you should care
-Have really cold feet
-Are skeptical or think all this is going to go away
-Know you need to get “in”, but aren’t sure how
Issue two of AuraTalk brought to you by Aura PR- an e-zine created to help SMEs stand out in PR and digital marketing. Helpful hints and tips as well as a short showcase of Aura PR's recent work.
Visit www.aura-pr.com for regular helpful blog posts.
What makes your brand different? A guide to being more competitiveguest18b160
This is a world where you and your competitors are largely selling products with similar benefits and features.
This is a world where the fragmentation of media makes it tougher to get your message to your consumers.
This is a world where brand owners find their trade customers are not only their access to consumers - but increasingly their biggest competitors.
This is a world where you need to think about how you you can ensure that you are building a long term competitive advantage based on a unique, different but relevant and compelling offer to your consumers.
In order to do this, what few key things should you be doing to make you different enough to generate value and long term growth in today's competitive global marketplace?"
Your Path to YouTube Stardom Starts HereSocioCosmos
Skyrocket your YouTube presence with Sociocosmos' proven methods. Gain real engagement and build a loyal audience. Join us now.
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How social media marketing helps businesses in 2024.pdfpramodkumar2310
Social media marketing refers to the process of utilizing social media platforms to promote products, services, or brands. It involves creating and sharing valuable content, engaging with followers, analyzing data, and running targeted advertising campaigns.
www.nidmindia.com
“To be integrated is to feel secure, to feel connected.” The views and experi...AJHSSR Journal
ABSTRACT: Although a significant amount of literature exists on Morocco's migration policies and their
successes and failures since their implementation in 2014, there is limited research on the integration of subSaharan African children into schools. This paperis part of a Ph.D. research project that aims to fill this gap. It
reports the main findings of a study conducted with migrant children enrolled in two public schools in Rabat,
Morocco, exploring how integration is defined by the children themselves and identifying the obstacles that they
have encountered thus far. The following paper uses an inductive approach and primarily focuses on the
relationships of children with their teachers and peers as a key aspect of integration for students with a migration
background. The study has led to several crucial findings. It emphasizes the significance of speaking Colloquial
Moroccan Arabic (Darija) and being part of a community for effective integration. Moreover, it reveals that the
use of Modern Standard Arabic as the language of instruction in schools is a source of frustration for students,
indicating the need for language policy reform. The study underlines the importanceof considering the
children‟s agency when being integrated into mainstream public schools.
.
KEYWORDS: migration, education, integration, sub-Saharan African children, public school
Non-Financial Information and Firm Risk Non-Financial Information and Firm RiskAJHSSR Journal
ABSTRACT: This research aims to examine how ESG disclosure and risk disclosure affect the total risk of
companies. Using cross section data from 355 companies listed in Indonesia Stock Exchange, data regarding
ESG disclosure and risk was collected. In this research, ESG and risk disclosures are measured based on content
analysis using GRI 4 guidelines for ESG disclosures and COSO ERM for risk disclosures. Using multiple
regression, it is concluded that only risk disclosure can reduce the company's total risk, while ESG disclosure
cannot affect the company's total risk. This shows that only risk disclosure is relevant in determining a
company's total risk.
KEYWORDS: ESG disclosure, risk disclosure, firm risk
Get Ahead with YouTube Growth Services....SocioCosmos
Get noticed on YouTube by buying authentic engagement. Sociocosmos helps you grow your channel quickly and effectively.
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Multilingual SEO Services | Multilingual Keyword Research | Filosemadisonsmith478075
Multilingual SEO services are essential for businesses aiming to expand their global presence. They involve optimizing a website for search engines in multiple languages, enhancing visibility, and reaching diverse audiences. Filose offers comprehensive multilingual SEO services designed to help businesses optimize their websites for search engines in various languages, enhancing their global reach and market presence. These services ensure that your content is not only translated but also culturally and contextually adapted to resonate with local audiences.
Visit us at -https://www.filose.com/
Exploring Factors Affecting the Success of TVET-Industry Partnership: A Case ...AJHSSR Journal
ABSTRACT: The purpose of this study was to explore factors affecting the success of TVET-industry
partnerships. A case study design of the qualitative research method was used to achieve this objective. For the
study, one polytechnic college of Oromia regional state, and two industries were purposively selected. From the
sample polytechnic college and industries, a total of 17 sample respondents were selected. Out of 17
respondents, 10 respondents were selected using the snowball sampling method, and the rest 7 respondents were
selected using the purposive sampling technique. The qualitative data were collected through an in-depth
interview and document analysis. The data were analyzed using thematic approaches. The findings revealed that
TVET-industry partnerships were found weak. Lack of key stakeholder‟s awareness shortage of improved
training equipment and machines in polytechnic colleges, absence of trainee health insurance policy, lack of
incentive mechanisms for private industries, lack of employer industries involvement in designing and
developing occupational standards, and preparation of curriculum were some of the impediments of TVETindustry partnership. Based on the findings it was recommended that the Oromia TVET bureau in collaboration
with other relevant concerned regional authorities and TVET colleges, set new strategies for creating strong
awareness for industries, companies, and other relevant stakeholders on the purpose and advantages of
implementing successful TVET-industry partnership. Finally, the Oromia regional government in collaboration
with the TVET bureau needs to create policy-supported incentive strategies such as giving occasional privileges
of duty-free import, tax reduction, and regional government recognition awards based on the level of partnership
contribution to TVET institutions in promoting TVET-industry partnership.
KEY WORDS: employability skills, industries, and partnership
Social media refers to online platforms and tools that enable users to create, share, and exchange information, ideas, and content in virtual communities and networks. These platforms have revolutionized the way people communicate, interact, and consume information. Here are some key aspects and descriptions of social media:
The Challenges of Good Governance and Project Implementation in Nigeria: A Re...AJHSSR Journal
ABSTRACT : This study reveals that systemic corruption and other factors including poor leadership,
leadership recruitment processes, ethnic and regional politics, tribalism and mediocrity, poor planning, and
variation of project design have been the causative factors that undermine projects implementation in postindependence African states, particularly in Nigeria. The study, thus, argued that successive governments of
African states, using Nigeria as a case study, have been deeply engrossed in this obnoxious practice that has
undermined infrastructure sector development as well as enthroned impoverishment and mass poverty in these
African countries. This study, therefore, is posed to examine the similarities in causative factors, effects and
consequences of corruption and how it affects governance, projects implementation and national growth. To
achieve this, the study adopted historical research design which is qualitative and explorative in nature. The
study among others suggests that the governments of developing countries should shun corruption and other
forms of obnoxious practices in order to operate effective and efficient systems that promote good governance
and ensure there is adequate projects implementation which are the attributes of a responsible government and
good leadership. Policy makers should also prioritize policy objectives and competence to ensure that policies
are fully implemented within stipulated time frame.
KEYWORDS: Developing Countries, Nigeria, Government, Project Implementation, Project Failure
Unlock TikTok Success with Sociocosmos..SocioCosmos
Discover how Sociocosmos can boost your TikTok presence with real followers and engagement. Achieve your social media goals today!
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Enhance your social media strategy with the best digital marketing agency in Kolkata. This PPT covers 7 essential tips for effective social media marketing, offering practical advice and actionable insights to help you boost engagement, reach your target audience, and grow your online presence.
Grow Your Reddit Community Fast.........SocioCosmos
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1. The Goldiblox Effect
Good Brand Building Today (and how to Spot it)
Jim Cuene
It’s a pretty amazing time to be in the digital brand building space. Incredible creative opportunities, an amazing palette of tools to work with, and an audience that is willing to pay attention to good work. but, only if it’s really good.
And, as creators and partners to brands, how can we a) talk to them about what is good and what isn’t and b) help our own teams do the same.
!
The goal today: Examine a recent piece of great brand building and use it to discuss the hallmarks of good and/or great work. In other words, i want to share a framework that you can use to look at modern work and determine for
yourself if it’s good or not.
3. It all used to be so easy. An ad was an ad. You knew what it was before you absorbed it. You knew the format, your knew the shape, you knew you were getting sold to. The formats were consistent across brands, common
conventions were mostly followed, and consumers could distinguish ads from other stuff.
!
!
More importantly, consumers got familiar enough with the formats that they could often give you a couple examples of good ads they had seen. They had their favorites.
Now, it’s harder than ever to tell what’s an ad and what isn’t. When you have guys jumping out of a balloon at the edge of the atmosphere and people are tuning in to watch, is that stuff an ad, or content, or a PR stunt or something
else?
!
!
!
!
While i would have classified that as something other than ad, i do know what Redbull did was fantastic. Quite literally, amazing. And, it was a great brand building. You just knew it was. Like the old judge said: I know it when i see it.
But not every brand is red bull, and the hipsters in Brooklyn will yawn when they see the next outer atmosphere space jump. Most of the stuff we’ll see these days is in the messy middle between an “ad” and the space jump.
Our problem becomes: How do we know what brand building is good, and how can we talk about it intelligently (and not just say, as i do, cool/awesome/killer/etc. )
We need signs, and guidelines, and rules of thumb to help us quickly make of what we’re seeing and give words to our instincts.
4. It’s a pretty crazy time. The top image of St. Peter Square was taken when the new pope was announced in 2005. The second image was of the same spot when Pope Francis was introduced.
!
Everyone is making media now. Everyone is *in* the media. We’re all working with and for brands in some way. It’s just a more collaborative time. And, with so many brands so prevalent in our lives, it’s easy for people to make their
own media, and talk about brands.
!
But, its just making it harder to determine what’s real or fake, much less what’s good or bad.
5. And, new approaches to brand building are getting invented all the time as we brand builders get more comfortable with the tools and platforms. And, for that matter, as consumers get just as comfortable. We should expect to see
lot’s of novelty.
!
But is the novelty good? Or, just clever. And, how do we make sense of all the follow-on activity and “me too” approaches?
6. We end up with lame stuff like this. I like that they’re trying, and this is kind of cute, but it’s not great. Being fast is really good, so they can take some pride in their planning and executional quality. But, i don’t know just how good.
Speed and/or “realtime” is only one dimension.
7. With all the change, with all the format experimentation and attending hype, it’s easy to get fatigued and cynical.
There’s a level of cynicism in the brand building space now. And, that growing cynicism making it easier than ever to ignore or miss the great stuff as it’s emerging in the big, unwashed population of the internet.
!
If you care about making good work right now, you’ve got to have at the very least, a mental checklist to evaluate what you’re seeing.
8. How do we know great when we see it?
It’s critical not to let the cynicism and overload stop you from paying attention to what’s breaking through. Or, about to.
!
History lesson: If you walked into a dingy club in Hamburg German in 1961, you might have seen these kids. You would be forgiven for mistaking them as a hack band of wannabes, with their leather jackets and rough versions of
american R&B hits.
!
But, if you knew music was still in the very early stages of a transformation, if you knew rock and roll was changing just about everything, you might have seen the signs. You might have recognized the rough outlines of the future in
this group of kids from Liverpool. While the rest of the world was happy with those at the top of the charts (think: Pat Boone or Connie Stevens) the Beatles were creating something new.
!
Key lesson: Expect greatness to come from unexpected places. Pay attention. Be aware of your own standards to evaluate what you are seeing.
9. Theres a recent case study that’s worth reviewing. It broke through the clutter on the web and got shared, linked to, and mentioned more than most brand content recently. And, i think this provoked a really strong response from a
lot of people.
!
!
So, as we’re looking at this, we should be asking ourselves: If this broke through, what made it good enough to do so?
The Golidblox backstory:
* female standford engineering grad
* See’s there aren’t enough female engineers
* Creates a company to fix that
* does some media jacking to drive maximum attention, fast and cheap.
!
[Play the Video]
10. Why is this good?
Brand
Brand Building
•
Purpose Lead
•
Aspirational statement
•
Clear POV
•
Designed for sharing
•
Voice
•
Participatory
•
Actions, Not Ads
•
Remarkable Execution
•
Tie to product
I think we can all mostly agree this is good or really good. I’d argue it’s great.
!
We’ll take a closer look, but here’s my framework for evaluating what i’m seeing. I use this when i’m trying to evaluate the creative ideas or expressions that come my way. I’ve based this off of the brands i’m seeing gain traction in
the social spaces, and the brands who have creative work i admire. Its informed by my personal view of the world, but i think this is as good a place to start as any.
!
!
!
* Purpose -lead - Does this brand have a discernable purpose that is guiding it’s actions, it’s products, it’s messaging? In other words, is there a meaningful “why” behind all this (or, is it simply, “sell more stuff”)
* Clear POV - Does the brand have it’s own POV about the world it’s working in? Does that POV demand or ask for my attention in any way?
* Voice- Is there a particular voice to the brand? Are they “speaking” in a tone/style that is unique or different enough to be noteworthy. Does a somewhat fully formed personality come through in the voice (the opposite of
disengaged, or overly commercial)
!
* Is there evidence the brand is taking actions that the world would find meaningful (beyond making and selling products). Are those actions organized or driven by the purpose?
11. Purpose: They’ve got their purpose front, center and core to all their efforts. It drives EVERYTHING they do, not just their ads. That’s a key component (IMHO) of great brands today: they act from their core values, their purpose,
from their culture. The ads and acts are a reflection of their beliefs, not simply a container or a publicity stunt.
12. They’ve got a definite take on what’s going on in the world. They see a real tension in the world (we’re not giving our girls what they need, society is letting them down) and they have an opinion about it. They ate not going to be
passive. They are going to let that POV inform their actions.
!
Brands that take a stand like this naturally provoke a reappraisal. They force us to think. About the question at hand, and then later about the brand itself and the products.
13. An empathic, relatable voice
This is a brand that is talking to it’s fans, followers, supporters and customers like a peer. A relateble, empathic peer. And, as a result, consumers are coming to the brand and sharing right back in a remarkable display of trust and
relatability.
14. Actions, Not Words
This is a brand that is actively engaging the world around itself via actions in the world, not just ads in cyberspace. Again, this gives people a real action to respond to, while the brand is demonstrating it’s values in tangible (and
photographable) ways. All the more easy for people to react and share.
17. It’s Good (Maybe Great) But Why did it Work?
So the brand is good in and of itself, but why was this particular expression so effective? Especially, when other efforts weren’t nearly as effective?
18. For one thing, they started to build a community of collaborators early. They raised real money from supports through Kickstarter. Those supporters quite literally bought in. Into the purpose, into the mission, into the story.
!
!
In return, GB had a built in audience to go back to when it had the “Girls” video ready to go.
Key point: Even small communities can be collaborators in getting work like this moving across social networks
19. They worked effectively with other strong voices in the community of concerned moms, engineers, teachers, etc. They reached out to bloggers, small publishers and teachers to engage them in the mission AND spreading the word
about the products.
20. Participatory: They enrolled others in helping to spread their mission and their cause.
!
They were savvy media jackers who engaged at the emotional AND philosophical level. More importantly, they tapped into:
* an audience that felt underserved (women in STEM fields) and would work with the founding team to change that
* a clear and fairly well understood need (get more women into STEM)
* They leaned on the founders compelling personal story
!
!
21. remarkable execution.
Great lyrics & musical performance
* Editing, production, etc. all are superior
* telegenci kids
!
!
Designed for sharing.
* Music: Redo of an old song most people my age or younger haven’t heard in a while
* Music: Performance was good, but the lyrics were clever and provocative
* STEM equivalent of cats = Rube Goldberg (the internet loves Rube Goldberg machines)
* Visually - it was great
!
*
24. Guidelines for Good
Brand
Brand Building
•
Purpose Lead
•
Aspirational statement
•
Clear POV
•
Designed for sharing
•
Voice
•
Participatory
•
Actions, Not Ads
•
Remarkable Execution
•
Tie to product
25. Lessons for Modern Marketers
•
Build Purpose into your brand
buy into the brand > buying the brand
•
Build an active community
Connect around shared interests beyond product features
•
Market with and for your community
Create opportunities to act together towards your purpose
•
Actions> Ads
Broadcast what you and the community are doing