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Category Archives: Reputation Economy
Finding Opportunities in the Hidden Costs
It’s a good thing that our industry puts such a premium on creativity, since marketers are facing a pretty hefty creative challenge at the moment: how do we accommodate and acknowledge consumers’ Future Fear without succumbing to cynicism, hopelessness, anger, … Continue reading
SXSWrapup (Part 7): New Weapons in the War on Whiners
After completing yesterday’s basic training, today we’ll get fully embedded in the War on Whiners, figuring out exactly what brands should be doing when it’s time to fire back. But, perhaps your first question isn’t how to respond; maybe you’re … Continue reading
Best of 2010 on The Awesome Blog – Part 1
Well, we’ve reached the end of another year of marketing madness, and The Awesome Blog has been there to guide you along the way. As you begin to take stock of 2010 and think about where you want to head … Continue reading
How Does Your Brand See the World?
When we’ve talked about telling the “story” of your brand, we’ve often found that online video provides a compelling medium for doing so, even if the topic isn’t inherently sexy. Case in point: consider the juxtaposition of these two videos … Continue reading
LeBron James vs the Reputation Economy
We’re a bit under-the-gun today (as always, that means we’ve got some good stuff comin’), so we’ll keep today’s post short and sweet. Actually, there’s nothing sweet about the video above – in fact, it’s clearly the product of a … Continue reading
Bridging the Gap in Logo Design
Uh oh. Here we go again. Gap just broke out a new logo. But rather than refreshing the brand to connect with a new generation of consumers, Gap managed to send the world of art directors into a tizzy. Many … Continue reading
Hometown Heroism, One Town At A Time
Over the course of this year, we’ve talked a lot about “small” cause marketing, where brands are increasingly focusing their CSR efforts on more narrow, local, well-defined problems. We’ve viewed this as the intersection of two trends that we called … Continue reading
How to Fight Back in the Battle for Your Reputation
Right before our break, we took a deeper look into how corporate social responsibility looks in the world of the Reputation Economy, where a brand’s (or a house of brands’) seemingly disparate actions are judged by consumers as a single … Continue reading
No Good CSR Deed Goes Unpunished
We all knew that Pepsi’s Refresh project was a risky proposition. Their decision to ditch their million-dollar Superbowl ads opened the door for their rivals at Coke to advertise essentially unopposed during the country’s biggest broadcast. Furthermore, while many have … Continue reading
Your Pizza, Minus the Tummy Tuck, Bronzer, and Rhinoplasty
When we introduced the idea of Down-to-Earth-ism in our 10 Trends for 2010, we described this trend as an evolution of the New Austerity. We argued that consumers were stressed, strained, and suspicious, and that pie-in-the-sky promises seemed inconsistent with … Continue reading