Who are the people that power your brand?

How can you introduce your audience to the people that make your products possible? How can you create a personal relationship between your brand, your employees and the customers you serve? You need to ask yourself if there’s a disconnect between what you say you do and what you ACTUALLY do. You need to introduce your audience to the people that power your brand.

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Knowing When to Say No

Every brandscape has a different dynamic between brands, talent and publishers. This is a reflection of the individual values each brings to the table. One very interesting feature of how the web works is that you can actually play around with a brandscape dynamic and see how it might work before investing in it. You can try things on a small scale and when you find the right formula grow them bigger.

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Unified Content. Shared Audience. Better Results.

As a brand, you have to embrace the idea that you’re not the only company targeting the exact same audience. If you’re humble enough to do that, you’ll uncover marketing opportunities that you’d otherwise miss. Think about a wedding Luxury Daily columnist Tricia Carr recently wrote an article about Harrods, Four Seasons Hotels, and Estee Lauder all…

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What can a superhero chef, a makeup brand and a paint company bring to Comic-Con?

Big brands often pave the way in marketing and smaller companies try to ride the wave or emulate on a smaller scale. However, recently there have been examples of marketing initiatives executed on by big brands that are easy for a small brand to replicate and build upon. The Gap Styld.by campaign is a great example, as is Neiman Marcus’ outreach for a fashion photographer at SXSW. But, let’s try it with Comic-Con.

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Bloggers and brands can build valuable relationships

Blogger and brand relationships can be tricky to navigate. Oftentimes brands choose to sample products and donate items to bloggers for feedback, reviews, exposure — only to find that nothing comes of it or that the response was not favorable. Bloggers want to remain editorially sound, which means that brands looking to crate meaningful relationships with bloggers need to have a definitive strategy and dedicated resources who are focused, disciplined, and track against concrete goals. Recently I’ve seen a few examples of how blogger and brand relationships have evolved and become more meaningful initiatives.

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