Tag: marketing

“Once the love-language of a brand to its audience, the place of a modern mascot has never been less sure-footed.”

Influencers who break type, like Mina Gerges or Jakiya Brown, have more than just an image. They have a story — and a plan.

In the last few years, self-publishing and marketing your own books has become increasingly more difficult.

Jimmy Buffett is a master at marketing his beach bum lifestyle to the T.G.I.F crowd.

After helping shape the public image of numerous tech companies, Margit Wennmachers is now helping shape the story of Silicon Valley itself.

A whole sector of the marketing industry shapes stories about nations and cities to shape our opinions about place.

I haven’t peeked at eBay in years, and apparently I’m not the only one who’s forgotten it exists.

“…the viral is becoming more viral, and websites are mousetraps, and content the cheese,”

Sleek-kitschy idiosyncrasy is all the rage.

In The Walrus, Natalie Zina Waschots describes her time doing search-engine optimization for a Toronto pornography curator.

Writing for The Believer in February, 2014, Michael Schulman explored one of the most dramatic and memorable failures in American branding: Coca-Cola’s OK Soda. Marketed to Gen X’ers in 1994, the OK Soda brand died by 1995, though its artifacts live on in collector circles and advertising lore.

Burger King likes being edgy, Schwan says, and it has proved that it doesn’t mind doing things that might make other brands blush. In August, as the company pushed a new spicy version of its chicken fries—a cult favorite the chain returned to the menu after a flood of social media requests—it tweeted a picture […]

In “Kay, Zales, and Marketing Diamonds to the Middle-Class Man”—a recent feature for Racked—Chavie Lieber wrote about Signet Jewelers, the parent company that owns such household names as Kay Jewelers, Jared, and Zales. Signet became the largest specialty jewelry company in America by targeting the midmarket jewelry segment, knowing their customer base, and doing some serious marketing. Trust also plays […]

Back in the early 1960s, also-ran Avis — a smaller, less successful business than Hertz — decided to run a new advertising campaign, one that embraced its market position rather than trying to change it. “When you’re only No. 2, you try harder. Or else,” the company’s advertisements read. Avis’s initial business insight was to […]

Nixon had refused the teleprompter from the start. He kept all the figures—crime rising nine times as fast … 300 cities … 200 dead … 7,000 injured … 43 percent of the American people afraid … He kept them all in his head, like the date of the Battle of Hastings. Now he was starting […]

If you had 1,000 people who were your true fans—and I define them as people who would buy whatever it is that you produce at any time and would not only buy the paperback but also the hard cover and the digital version, who would not only buy your CD but would drive 100 miles […]

Brian Epstein was the manager of a family-owned business called North End Music Stores in Liverpool, England. He began hearing a lot about a new group called The Beatles, who were playing at the Cavern Club. So he went to hear them, and one day, proposed a management contract. The four lads, which included drummer […]