TOMS Shoes: Retail Marketing Innovation

by Brady on January 15, 2013

Not only has TOMS created a revolutionary brand that has spawned numerous copycats (yes, we’re talking to you Skechers BOBS), but they are now innovating further by creating a completely unconventional retail experience. Recently I had a chance to visit Venice Beach, CA for the first time in many years. Just as friends had suggested, I loved the bohemian-chic shopping district known as Abbot Kinney. The area is experiencing a huge economic boom and many of the world’s top fashion brands have joined local artisans by setting up a retail presence.

While it’s important to remain true to your brand, I’m always impressed when large retailers customize the look of their stores to fit the style of a specific region.

This post originally appeared on The Marketing Innovation Blog. Continue reading here.

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Inspiring Innovation: Kraft Mac and Cheese – Dinner, Not Art.

by Brady on November 9, 2012

Marketers recognize that tablet sales are steadily increasing, and this presents a huge opportunity for brands. The question becomes, how do you find a unique and relevant way to play on this device?

It’s tempting to create an app, but there must be a concept that goes beyond simply repurposing a website or social media content if you expect consumers to engage.

Recently Kraft Mac and Cheese launched a campaign that takes advantage of the tablet platform while simultaneously checking a number of other important boxes that turn up on creative briefs.

This post originally appeared on The Marketing Innovation Blog. Continue reading here.

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Marketing Lessons from Gwyneth Paltrow

November 2, 2012

We know celebrities can use their fame to sell movie tickets, albums and the brands they endorse, but the savvy among them have taken it a step further by creating entertainment destinations (Dollywood), restaurants (Jimmy Buffet’s Margaritaville) and even their own products (George Foreman Grill). Now a new breed of celebs are recognizing the opportunity [...]

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Promote Your People – A marketing lesson from Best Buy, Disney, Target and Guitar World

August 24, 2012

Brands of all sizes can benefit from showcasing specific employees as part of their marketing efforts.
In a previous post I talked about ‘keeping it real’ as it relates to marketing copy. This seems to be even more of a challenge when a brand lacks personality. While some brands leverage mascots, hire celebrities (more on what I [...]

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A Marketing Lesson From Stephen Colbert

May 6, 2012

As marketers, we sometimes forget there are individuals behind the audience profiles, segments, demographics and other classifications we use for consumers. This can lead to marketing copy that’s out of touch and impersonal. In this day and age when brands engage with consumers through various channels, rather than hiding behind an 800 number, we need [...]

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Why We Go West

March 13, 2012

This week a few of us from GY&K head West…..South by South West to be exact.
South by Southwest (SXSW) is a conference in Austin, Texas that encompasses technology, music, film, fashion and more. As I said in my post last year, the SXSW event tagline sums it up – Tomorrow Happens Here.
The tagline is a nod to [...]

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Keeping You Relevant: Pinterest and the Primary

January 11, 2012

A new image sharing platform has taken the web by storm and it’s time for marketers to pay attention.
Pinterest (combining the words pin and interest) is a ‘virtual pinboard’ that lets users collect, organize, share and link back to the images they find on the web. While most ‘pins’ and ‘boards’ are public, the platform [...]

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When TV and the Web Truly Merge

December 20, 2011

Our TV viewing experience is on a collision course with the interwebs. Some of us already own internet enabled TVs, while others connect their TV through peripheral devices like AppleTVs, PS3s, DVD players, etc. Alternatively, we’re able to view TV programming online through sites like Hulu and apps from networks like HBO, ESPN and many [...]

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Generating Pre-Launch Buzz

December 2, 2011

In keeping with the theme of our recent post about the unexpected, a construction site near our office has deployed some unconventional branding tactics that are worth reviewing.
Our office, proudly located in “Live Free or Die” New Hampshire, sits across from a hotel and restaurant that have changed ownership several times. Everyone around town knows this [...]

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The Unexpected Should Be Mandatory – Five ways to consistently surprise and delight consumers

November 20, 2011

A friend recently said that when it comes to rewarding customers, surprise leads to delight. I think he’s absolutely right, and I believe all brands should include a positive unexpected tactic in their marketing plan. That’s right, you have to plan for the unexpected, or at least develop a framework for how this can come [...]

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