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Topic: branding

In a World of Long-Form Video, Make Your Ads Count

Yahoo research finds shorter is better and video viewers notice mobile ads 37 percent more than other platforms

Video is the most powerful medium of digital media today. Bold statement, right? Sure, we all appreciate weirdly (maybe uncomfortably) funny cat videos, inspiring news segments about hometown heroes, and…

Why That Scary Omaha Zoo Video Is a Gorilla-Sized PR Nightmare

5 million views so far, but marketers criticize the damage control

According to TripAdvisor, the Henry Doorly Zoo & Aquarium in Omaha, Nebraska, is the best zoo in the United States. Situated near the Missouri River on the Nebraska-Iowa border, the…

Welcome to the Era of Purposeful Viewing

The Golden Age of TV is all about viewer empowerment

No one watches crap on TV anymore. This is how Jeffrey Cole, research professor and head of the Center for the Digital Future at the USC Annenberg School, succinctly sums up…

March Madness Marketers Should Study the NBA for a Winning Instagram Strategy

Pro basketball offers clues to social video mastery

If brands that are investing in March Madness—we're looking at you, Capital One, Coke and AT&T—want to effectively extend their campaigns to social video, they should watch basketball's big boys for…

How an Ordinary Coat Lining Became Fashion’s Most Stylish Scarf

The checkered past of Burberry’s perfect plaid

As the story goes, the invention of fashion's nattiest scarf was a complete accident. In 1967, the manager of Burberry's Paris store was arranging a group of the brand's signature…

Target's Exit From Canada Isn't a Failed Expansion. It's a Botched Invasion

Chain moved too fast and never bothered listening to the locals

The news that American big-box giant Target is throwing in the towel on its Canadian operations—shutting down 133 stores, laying off 17,000 employees, and writing down a $5.4 billion pretax…

When Does Leaning Hard Into Celebrity Become Lazy and Dangerous?

Fame, as a branding channel, dominated advertising in 2014

There are many things that defined 2014 in advertising. Mobile domination, our insatiable desire for a viral hit, TV ads alive and well, Goodvertising, Big Data and, of course, the…

How Tiffany’s Iconic Box Became the World’s Most Popular Package

This robin’s egg blue is trademarked

For the sake of you intellectual-property aficionados out there, the color is No. 1837 on the Pantone Matching System chart. It is not commercially available; since a 1998 filing with…

How South Korea Uses Psy, VIXX and All of K-Pop to Burnish Its Image

It's part of a government branding initiative that began in 1997

Last month, the Los Angeles Memorial Sports Arena hosted “The M Countdown,” a show featuring top South Korean pop acts like VIXX, BTS, B1A4, Teen Top, IU, G-Dragon, Jung Joon…

Saks Fifth Avenue CMO Mark Briggs Explains Sweeping Changes

90-year-old department store aims to be a lifestyle authority

When Hudson’s Bay plunked down $2.4 billion to acquire Saks Fifth Avenue last year, many remarked on the pluck of chief executive Richard Baker. Hadn’t he heard that department stores…

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