Designers and other creative folks find inspiration out in the wild all the time — whether it is a cool package typeface at the grocery store or a unique leaf color they see while walking the dog. They snap a picture on their phone in hopes of figuring out that typeface or sampling that color for a later project. However, it’s usually difficult to accurately identify and recreate these inspirations once back at the desk.
Enter a creative’s new best friend — Spector.
Spector is a handy, working prototype tool designed by Fiona O’Leary that she describes as a “physical eyedropper”. All you have to do is place Spector over whatever you wish to identify and press a button. This tool then cross-references type with a font database to discover its’ name and reads the color to create a RGB and CMYK value. The results are then connected to InDesign for you to use — no more time wasted trying to uncover that mysterious font! Spector even recognizes type size, kerning and leading. Even more time saved when you are trying to achieve a certain layout look.
Everyone at G/L was super impressed by Spector. Any tool that increases productivity while also increasing our “visual literacy” is a must have in our book. The only not-so-awesome thing about Spector — you can’t go out and buy it right now. This is a working prototype that can only recognize a handful of typefaces so far. O’Leary does plan on integrating with a much larger database someday. Hopefully we will see Spector on the market in the very near future — we will be first in line tacking anyone who gets in our way!
Have any thoughts? Shoot us a note here and we’ll get right back to you!
Joining the travel agent, newspaper editor, and Blockbuster clerk, the professional translator may be the next to find themselves searching the classifieds, thanks to a new innovation in the field of multicultural communication. The Logbar ili is a new, soon to hit the market wearable translator, the next evolution in translation technology.
One of the first capable of voice recognition and verbal translation, it relies on its own self contained operating system, rather than having to be built around an existing platform like current and unreliable phone applications are. About the size and shape of the original iPod shuffle (and arriving almost a decade after), the first generation ili is currently capable of translating between Chinese, Japanese, and English, facilitating nearly instant multilingual conversation between any combinations of the three. Version two will add French, Thai, and Korean, and version three will add Spanish, Italian, and Arabic.
Without a current list price or the ability to pre-order one, it’s tough to say when this device (and others sure to follow soon) will begin to diffuse through any number of cultures and languages, but the process of instant and accurate translation from a wearable piece of technology is essentially priceless to those in both the business and personal world.
Though currently limited in dialect and surely far from peak efficiency, the ili exemplifies improvements to and enforcement of the current trends in personal technology, being both wearable, and accelerating the ever more important idea of a “glocal” mindset. Like the first run of any groundbreaking technology, I won’t rush out to buy one.
While the concept is exciting and the uses seem infinite, this seems to be a stepping stone in the field of global communication technologies, paving the way for a world with seamless and universal conversation, one, which I can’t be the only one looking forward to.
With the value of paid advertising on traditional platforms continuing to decrease, opportunities for brands to find new ways to reach their target are becoming commonplace. One of the big trends over the past year has been the rise of sponsored content and native advertising. Integrating your brand into the content of a media form as the role of digital media has evolved will most certainly continue to rise.
In both news and entertainment programming, brand-crafted messaging is now commonplace. But doing it well isn’t as simple as just creating an ad. It requires the brand itself and the content vehicle working together towards seamless integration. It requires the brand to relinquish control and allow a different set of decision-makers to take the reigns.
A recent integration on the ABC smash hit Modern Family was relatively subtle, but in a good way. The National Association of REALTORS® partnered with the show’s writers to craft the episode’s messaging, and did so without compromising the show’s entertainment value. You can view a clip from the episode here.
While the clip is a minute long, the REALTORS brand doesn’t get mentioned until the very end, and even in doing so, it’s essentially mocked by Sofia Vergara’s Modern Family character. Those are the kind of moments that internal marketing managers have traditionally been horrified of, but it works due to the connection with one of the show’s main protagonists:
With Dunphy, portrayed by actor Ty Burrell, the group sensed an opportunity: a main character on one of television’s most popular comedies who sells real estate.
“He’s now one of America’s best-loved Realtors,” said Elizabeth Mendenhall, incoming president of the association.
As Adweek points out, brand integrations aren’t a new thing, but since this one didn’t focus on a consumer product in particular and more on an organization, it definitely stood out:
“Phil Dunphy is a Realtor—he was written that way by the show’s creators,” which makes the integration seem natural, said Sean McBride, executive vice president, executive creative director at Arnold. “And the amazing character they’ve developed already embodies many of the attributes that are important in a Realtor: He’s honest, he’s helpful, he’s sincere.”
“I’ve always admired a company that allows themselves to be seen in an imperfect light or allows themselves to be poked fun at,” he said. “That’s the strongest play.”
Overall, well done. One of the big fears about sponsored content is that it will interfere with the programming and it seems like that was avoided here.
Have any questions about helping your brand stand out? Drop us a line and we’ll be happy to chat.
The fashion industry is an incredibly difficult place to differentiate your brand. With so much competition, there are so many different directions to potentially go in. And yet, the beauty standards portrayed throughout the industry in media tend to strive for an ideal of beauty that is somewhat unrealistic for a majority of their audience. Body positivity is something that is discussed, but is oftentimes shuffled off to the side.
One of the first major forays into body positivity from a large brand perspective came from Dove and their Campaign for Natural Beauty. Indeed, Dove took a gamble in promoting the campaign during a Super Bowl ad, hitting audiences on one of the nation’s largest stages. The campaign evolved and had numerous offshoots and viral videos, which elevated the Dove brand to legitimately arguing for a discussion on the way we view ourselves.
And yet, for every positivity-focused campaign like that, there were moments that seemingly moved the needle backwards. An example of that came in 2013 when Abercrombie & Fitch CEO Mike Jeffries made additional statements regarding his desire for A&F to be exclusive for the “cool kids” by limiting the sizes their clothes were offered in. Perhaps not so surprisingly, Jeffries stepped down from the company only a year later.
But the struggle for fashion-focused brands to target a wider audience has continued. People with certain body types feel excluded. Runway models continue to show that divide. And being able to tell stories of different body types is a very tricky area for a brand to hit the right tone.
Selfridges, a large British department store, seems to have hit that body positivity message in a short film that produced that focuses less on the products they offer and more on the women who wear them. It’s a very vulnerable look at five women don’t seem to fit the mold of traditional beauty, but speak eloquently on why they’re happy in their own skin.
Again, it’s a very difficult message to tell, but by allowing the women interviewed to be shown in such an uncut fashion allows us to connect with them and feel their personal body positivity. The film’s director has this to say about her inspiration:
“For so long underwear advertising has been dominated by sexualised imagery of women in heightened poses and impossible designs. When in reality, this is worlds apart from the everyday act of putting on your pants and the choices we make in the morning. I hope the film helps to cut through the noise and show amazing women appearing stripped back, as they are, speaking truthfully. All five have achieved great things and for that reason I wanted to go back to basics – finding out how they felt about themselves. I would love people to feel inspired by these women; leaving them more positive and celebratory of their own bodies.”
What did you think about the film? Let us know your thoughts here or via social media and we’d be happy to hear it.
Articles about millennials are truly a dime a dozen. If you do a Google search for “millennials” and just limit so you only get results from the past week, you’ll still see a lot of immediate bold proclamations:
“For Millennials, (Bernie) Sanders is a grandpa who gets them”
“Millennials Avoid Taking Care of Sick Relatives”
“Three Ways to Get Inside the Head of Millennials”
And that’s just page one. Lots of generalizations, lots of simplifications and a whole lot of blanket statements posed as facts. It’s head-spinning stuff.
Instead of one large thought-piece from one person’s perspective, the interactive guide shows key touchpoints on how millennials were raised and why they view the world the way they do.
Digital Natives
One of the narratives that gets thrown around frequently for millennials is that they’re more socially connected than Generation X and Baby Boomers. While that may be true, the gap is closing rapidly:
Some platforms, such as Facebook and Twitter in particular, are seeing incredible usage jumps from Gen X and Boomers as Millennials move onto newer portals. So while millennials may be ahead of the curve on this trend, they’re not running away with it. It’s ideas and data like this that cut through the clutter and provide newer insights.
Love and Marriage
Another intriguing one:
It’s an interesting nugget or information on its own. But the report dives deeper into the reasons behind it, including job mobility, home ownership and financial standing. Instead of simply saying something like. “millennials must hate commitment,” the information provides a story that highlights what’s important to people in this age range.
Brands and Retail
Another good section highlighting the ways different groups feel about the brands they use and the way they make purchases. Certainly, millennials seem to be leading some of the charge with regards to online retailing, but we also see growth from other segments in a short period of time. Also, learning why millennials buy what they do is a strong indicator of what kind of products will succeed.
All around, it’s a fascinating read that’s definitely worth your time to explore more in-depth. If you have any questions or would like to hear more of our insights from the info presented, contact us using the form below and we’ll get back to you.
Christmas and the holiday season seem to bring out the inner waterworks here at G/L. And by that we mean it’s just really dusty in here, OK? Seriously, I’m fine. Stop looking at me!
Sorry, where was I? Oh yeah, the Best Christmas ads 2015 are upon us! While the focus of most American Christmas ads seems to be pushing deals and the urgency of the holidays, some advertisers outside of the U.S. take a more long-term approach to building brand awareness and favorability.
In the United Kingdom, leading department store chain John Lewis has been creating memorable spots since 2007. With the rise of social media, the ads have achieved even more of a global audience. And with the holiday season finally here, there was pressure on the brand to step up again.
It’s fairly safe to say they’ve done it again with #ManOnTheMoon:
Not to be outdone, The Spanish Lottery went more of the Pixar route in the lead-up to their annual Christmas drawing. According to Adweek, the lottery, which dates back to 1812, is very community-focused. So with their video, they aimed to highlight that sense of togetherness.
Gahhh, so much emotion!
In all seriousness, both John Lewis and The Spanish Lottery videos make waves because they highlight the things people value most about the holiday season. While pushing deals and pressing the urgency of the holidays is important for measuring success and ROI in the short-term, these brands are focusing less on the heat of the moment and more on what caring and kindness can do year-round. They are showcasing what makes them stand out, not fit in.
We love helping brands find what helps them stand apart. And while we hope you enjoy the holiday season, once January rolls around, if you’d like to chat, feel free to contact us.
The rise of craft brewing over the past decade has been nothing short of staggering. In 2014, small and independent craft breweries contributed more than $55 billion to the American economy. In St. Louis alone, we’re spoiled with the likes of Urban Chestnut, Perennial Artisan Ales, Civil Life and so many more.
The saturation of this market presents an interesting dilemma: how do you grow your brand and make it stand out without the budget of, say, A-B InBev?
This was (and still is) a challenge for Oskar Blues Brewery, a Colorado-based brewery that opened a satellite facility in North Carolina three years ago. A report earlier this year listed Oskar Blues as the twenty-fourth largest craft brewer in the country. That’s not bad, but competing with the names at the top of the list, including Sierra Nevada, New Belgium and Lagunitas, is no easy task. Certainly, social media is an incredibly powerful tool, but it takes time and content (and money) to use at a highly effective level.
“We tend to stay pretty true to our core beers and brands,” says brand spokesperson Aaron Baker. “Consistency and quality of the beer is a large part of what we do.”
When it comes to trying to sponsor events – whether it’s music, sports or other festivals, the price points can be very high. U.S. Soccer, for example, currently has a sponsorship deal with A-B InBev, which is not an easy thing to compete with. The other brands U.S. Soccer partners with likely have marketing dollars to spend.
So how else can a brand reach that target audience?
An important thing to note about American soccer as compared to other sports – supporters culture is a very big deal. Organized chants and events are tailored more to the fan than to the team itself. Not to discredit other sports, but there’s a certain level of pride associated with a soccer supporter that’s tough to top.
The main supporters group for the United States National Team is The American Outlaws. Founded in 2007, the group’s popularity has exploded during the past two World Cups (2010 and 2014). In fact, the group now boasts a paid membership base of more than 30,000 die-hard fans.
So – Oskar Blues Brewery – meet The American Outlaws.
The partnership didn’t happen overnight, according to Baker. When he heard that the Outlaws were not renewing a sponsorship agreement with Budweiser, he reached out to AO leadership to gauge interest about collaborating together. After about a year of discussion, they were able to agree on a partnership, linking AO and Dale’s Pale Ale, the brewery’s flagship brew.
So far, the AO-DPA connection seems to be a natural fit.
“Dale’s (as a beer brand) is very supportive of what people are passionate about,” says Baker. “When you support passion like what The American Outlaws have, you’re going to be successful.”
The relationship seems to be mutually beneficial. It keeps Dale’s Pale Ale, which makes up 50% of Oskar Blues’ sales, top of mind at various events. It also fits in well with their event-focused approach to marketing, which their local reps have an opportunity to build personal interactions on an ongoing basis. Plus, being able to send promotional products directly to each AO chapter’s local bar is a great way to leverage that grassroots network. As Baker says, getting “cans in hands” is a big part of building brand awareness.
For The American Outlaws…well, free beer will always make you friends. But beyond that, having a go-to national beer brand that still has grassroots craft credibility seems to be very important to the traveling soccer supporter. Plus, a red, white and blue can gets you lots of ‘Merica points.
Photo Credit: The Free Beer Movement
The future for both Oskar Blues and The American Outlaws seems bright. Oskar Blues is building a third brewery in Austin, which will open in May 2016.
Last week, outdoor and camping retailer REI announced it would be closed for Black Friday, one of the biggest retail shopping days of the year. This gutsy move will pay off in spades over the long-term, increasing both customer and employee loyalty. CEO Jerry Stritzke has decided to buck the traditional retail mentality of being open on the biggest shopping day of the year and put the brand and his employees first.
If you go to the REI website, you’ll see a countdown page to Black Friday and an open letter from REI CEO Jerry Stritzke which is simple and to the point. Here it is:
“You read that correctly. On November 27, we’ll be closing all 143 of our stores and paying our employees to head outside. Here’s why we’re doing it. For 76 years, our co-op has been dedicated to one thing and one thing only: a life outdoors. We believe that being outside makes our lives better. And Black Friday is the perfect time to remind ourselves of this essential truth. We’re a different kind of company—and while the rest of the world is fighting it out in the aisles, we’ll be spending our day a little differently. We’re choosing to opt outside, and want you to come with us. “We’re closing on Black Friday and going outside. Since 1938 we’ve been bringing you great gear and services to get you out there too. That’s our story.”
This is a brand that is not tempted by short-term gain. REI is more focused on long-term growth and, most importantly, staying true to the brand promise of embracing the outdoors and supplying outdoor enthusiast with the advice and gear they require to enjoy their passion. My guess is the national PR attention this has and will garner over the coming weeks will be more powerful in engraining the REI brand into our culture and life than any amount of paid advertising. And to boot, REI is making Black Friday a paid holiday for its employees.
Bravo to REI for being fearless and staying true to their brand. I plan to partake in the outdoors as well on Black Friday…and I plan to buy a few Christmas gifts from your store this holiday season.
If you’re a brand focused on thinking about the big-picture and about long-term success, let us know. We love hearing stories like this.
As marketers, we have the occasional tendency to overreact. Whether it’s a particular news story, an emerging trend or a new platform to try, we want to immediately immerse ourselves in the new info. It’s in our curious nature.
In the excitement, though, that “next big thing” can overshadow what’s currently working. So instead of taking a previous approach and adapting it for the current landscape, we can end up opting for completely new solutions. And with so many digital marketing avenues to choose from, it’s definitely easy to feel overwhelmed.
So when a number of people make the claim that display advertising is dead, or at the very least, is sharply losing its effectiveness, it’s bound to grab some attention:
“The banner ad is now (two decades old). It has become a symbol of all that’s wrong with online advertising. It is more often than not devoid of creativity; it stands out as an intruder on webpages; and it is mostly ignored by readers.”
“Even with these predictions of doom and gloom from some marketers the investment in display advertising continues to grow. Ad blocking software isn’t slowing that down. One of the reasons why is simple — targeting, retargeting, machine learning, and programmatic approaches to serving up ad units is creating a much more efficient system. This helps increase brands’ return on investment.”
At the same time, a number of marketers are diversifying their digital advertising with a combination of site-direct buys; programmatic opportunities, social media distribution as well as a strong push from sponsored content and native advertising.
This is even before considering different types of mediums, including images, video, infographics and other digital properties and how they plan to continue adapting to reach a wider, yet more targeted audience.
If you’re trying to figure out the best digital marketing mix for your brand, we’d be happy to chat and share what we know. Just drop us a line anytime.
Ask professionals for their opinion of LinkedIn and you’ll likely get a wide range of responses. Some see it as an invaluable tool for connecting with their peers. Others may simply not use it all that much. Some find it profoundly creepy (and with good reasons).
That being said, LinkedIn marketing presents an interesting challenge. The site already has a member of “freemium” offerings to begin with, such as paid memberships, online learning and a whole suite of other sales-based solutions. While posting regularly on the platform is a good strategy, the reach of specific posts varies wildly.
While the platform has some reasonably priced sponsored post options, many of the more enterprise advertising and recruiting solutions on LinkedIn can be incredibly pricey. They know they have a deep pool of profiles that others want to connect with and they leverage that data effectively. Their game, their rules.
Some marketers have tried to work around some of the advertising restrictions inherent in the LinkedIn platform. Men’s clothing company Bonobos created a personal profile for a shirt, which was positively received. It didn’t last long, however, as the profile went afoul of LinkedIn’s rules.
Another cool spin comes from well-regarded airline Virgin Atlantic. The company has always prided themselves on having an outgoing brand personality. They’ve taken that playfulness to LinkedIn to the form of a contest disguised as a job posting:
Virgin claims to be the first brand to leverage LinkedIn’s job search feature for promotional purposes. And its VP of marketing for the Americas, Simon Bradley, says the response has been quite positive to date, with nearly 200 applicants at the time of this posting. Bradley has bigger plans for the campaign; he tells AdFreak that the work is “very exciting for us, and we’ll be starting to seed it in our social campaigns very soon.”
Unlike the Bonobos campaign, this seems to have been approved in some fashion by LinkedIn. Which is good because it’d be a shame to work so hard on a campaign idea to have it shot down by the platform. And it looks like the prize of a round-trip to London has garnered some significant interest.
We’re always looking for innovative ways to help brands cut through the clutter. Want to find out how yours can push the envelope? Let us know your thoughts.
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https://geileon.com/trending-from-gl-does-subtlety-work-in-linkedin-marketing/
9 questions to ask yourself to determine if your brand is still relevant
