Carmen Nobel, HBS
Many companies choose either the sequential naming approach (Sony’s successive PlayStation, PlayStation 2, and PlayStation 3 video game consoles, for example) or the complete name change approach (Nintendo’s Nintendo 64, GameCube, Wii). Professors from Harvard and London Business Schools conducted a series of experiments to determine when and why each approach made the most sense:
1. Brand name continuation vs name change
"With a name change, participants tended to expect features that were distinctly different or new," Ofek says. "With a name continuation, they just expected improved performance on existing features."
2. Risk vs reward
"The perception is that if it’s a brand name continuation, it’ll be somewhat better than the previous model, but it won’t be buggy and there won’t be a learning curve," Gourville says. "With a brand name change, you infer that there may be a steep learning curve, and it may work differently from your previous camera."
3. Creative sequences
A brand name change also comes with the risk of disappointing consumers who expect more from the product than they otherwise would have.
"If you’re really just tweaking the previous generation of your product, it’s probably much better to use brand name continuation than brand name change," Gourville says. "Otherwise people will be led to believe that there are massively new features in there, and you’ll just lead them to disappointment."
The growing deluge of content marketing will inevitably result in consumers raising barriers against content marketing in the same way they now ignore traditional advertising.
Only those who can build great content brands will be in a position to protect themselves. A great content brand is a brand that’s famous for producing intelligent, useful and entertaining content that’s always worth consuming.
Every website is a marketing effort. Sooner or later, your site involves interaction with a user, and that interaction won’t be 100% technical. You have to sell the engagement, the the interaction and the story you have in mind. The tech is secondary to your ability to get your point across.
1. Find the tech elements you need by browsing the web and making a list (ie, I want menus that work like this site, a shopping cart that works like this site).
2. Create the entire site using Key Note on the Mac. begin by copying and pasting other sites then hire a graphic designer to create the elements you need.
3. Do not do any coding at all. You will end up with a 3 to 10 page Key Note document with a look and a feel. You can use it in presentations, in meetings, even test it with users. Only hand this to developers once you are satisfied that this is what you want.
Ryan Tate, Wired
Amazon has reportedly built a lightning-fast platform to deliver highly targeted ads to shoppers who leave Amazon’s virtual selection to peruse other sites. The company has developed software to analyse your Amazon shopping patterns and then follow you around the web to non-Amazon sites with targeted ads.
Better still for Amazon, it can make additional money acting as a middle man for other advertisers who want to use this technology, especially companies that make products sold through Amazon.
By building its own ad purchasing machine, Amazon is signalling just how serious it has become about selling ads. With its huge trove of data on user buying habits, the company is especially well positioned to target potential buyers - and clearly knows it.
Tim Nudd, Adweek
From Shakespeare to Spielberg to Soderbergh, there are only really seven different types of stories - seven archetypal themes that recur in every kind of storytelling.
The challenge becomes finding which one best suits your brand, and then telling it skillfully, believably and - if you’re going to invite customers to join in the story - extremely carefully.
1. Overcoming the Monster
Literary example: David and Goliath
Ad example: Apple’s attack on Big Brother in “1984”
Film example: It’s a Wonderful Life
Ad example: Droga5’s “Day One” of retirement campaign for Prudential
Literary example: Lord of the Rings
Ad example: IBM’s “Predictive Maintenance” campaign
4. Journey and Return
Film example: The Wizard of Oz
Ad example: Corona’s “Find Your Beach” campaign
5. Rags to Riches
Ad example: Johnnie Walker - “The Man Who Walked Around the World”
Literary example: Greek classics
Ad example: PSA’s such as St John Ambulance’s “Helpless” campaign
Ad example: Old Spice Danger Zone