Hot Minute #32: Is a Lack of Reciprocity Costing You Business?

It’s one thing to broadcast, but another to listen. Broadcasting never was the point of social media, after all. If you want to be a rare brand — a really rare brand that people regard with high honor or view as a friend — then reciprocity is key. Humans reciprocate all the time. If brands […]

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Hot Minute #31: Your Brand’s Messaging Lives Where Your Audience Does

A short list of places where your brand’s messaging can live at any given time: On your website’s landing page In a Tweet to a happy customer On a sign in your storefront On a shopping bag On a product package On a tradeshow display booth In a 30-second TV spot On rubber wristbands In […]

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Hot Minute #30: 3 BIG Brand Benefits to New Twitter

Exactly one month ago, Twitter announced that they would be rolling out “new Twitter” to a select group of users like Michelle Obama, the Australian Football League, and Floyd Mayweather. Since then, Twitter has opened up its new features to most users who opt in to the new design, as well as brands who have […]

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Hot Minute #29: Why It Works: Giving Up the Reigns to User Generated Content

There is a general principle in branded content marketing that creating content in-house is always the best choice. That’s true in part: you want to have a firm grasp on your brand voice and tone, consistent messaging that reflects its true value, and design that’s in sync with overall content. However. Brands, especially those that […]

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Hot Minute #28: Why Brand Equity is Like Running with a Candle

Brand equity is a beautiful thing. Equity means customer loyalty, industry status, and recognition. People *know* you. Johnson & Johnson, Duracell, and Smucker’s are old familiar friends in the minds of buyers because they deliver a predictable product, at a predictable price, with a predictable packaging or personality that generations have come to trust. In […]

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Hot Minute #27: A Third Plus: Strategies that Align Business Success with Website Redesign

A third. A Third Plus. The time to build the average website is 8-12 weeks. As with any project, some take less, while others need far more TLC.  That timeframe includes site map evaluation, user profiles, wireframing, and content creation, as well as the design and implementation into a content management system. Most people look […]

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Hot Minute #26: Brand Stickiness: It’s In Your Hands

Brand “stickiness” is directly proportional to the emotional resonance it inspires, the level of curiosity it sparks, and the amount of surprise it evokes. The more a story makes an audience member nod in agreement, click through to the next video, or  sit back in shock, the more that story is apt to get “stuck” […]

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Hot Minute #25: Brand Touchpoints are Pretzels, Not Breadsticks

The word “brand touchpoints” can sometimes seem like a vague stand-in for “cover all the bases”. We know what result we want to get, but we’re not sure what to put where along the way. To strategize on critical touchpoints that your brand needs to follow through on, start by imagining the process as a […]

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Hot Minute #24: The Thumb Test

The opposable thumb is widely considered to be one of the greatest iterations on the human form — even more so, now that mobile devices have enabled us to perform so many functions thanks to one single digit. Just think about it. We can grasp shopping carts and scroll through shopping lists simultaneously. We can […]

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Hot Minute #23: Meet the Champions of the Sharing Economy

The sharing economy is a movement brought to life by consumers passionate about turning the status quo of “ownership” on its head. Here’s the reality: today’s millennials are wracked with student debt – over 1,000,000,000 so, according to the most recent news reports. When they’re strapped with the burden of debt, being able to use […]

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