Consumer/Lifestyle Branding Digest, February 10, 2016

3 Things Content Marketers Should Learn
(Adweek, 08.02.16)

If football players and marketers have one thing in common, it’s that their biggest day of the year comes in February: the Super Bowl. And while the outcome of the game didn’t ultimately matter for the brands that advertised there (sorry, Panthers), as a content marketing opportunity—a chance for brands to communicate a clear, crisp message to a massive audience—the stakes for the Super Bowl couldn’t have been higher.

‘Year of the Monkey’ Marketing Flops: How Luxury Brands Got It Wrong
(Forbes, 06.02.16)

Surely a collection of primate-themed goodies–in red and gold, of course–would drive Chinese consumers wild in the run-up to the Lunar New Year, right? Maybe not.

Star Wars Success Helps Disney Overtake Lego as the World’s Most Powerful Brand
(Marketing Week, 01.02.16)

According to the latest Brand Finance 500 report, Disney has a value of $31.7bn and a ‘brand strength’ score of 94.8. The latter ‘brand strength’ score is calculated by focusing on marketing investment, brand equity (the goodwill accumulated with customers, staff and other stakeholders) and the subsequent impact on business performance.

Content Marketing 101: What Kind of Content Actually Gets Links (and What Kind Should You Avoid)?
(Search Engine Journal, 12.12.15)

The truth is that while publishing content is important, it is absolutely essential to understand how to publish the right kind of content.

“Content is the atomic particle of all digital marketing.” —Rebecca Lieb

Consumer/Lifestyle Branding Digest, January 6, 2016

The Definitive Guide to Digital Brand Lift
(Marketing Land, 06.01.15)

“And we’ll do a brand lift study,” added the seller to sweeten the digital media deal she was proposing. I was in a midtown restaurant in New York eavesdropping on the adjoining table’s conversation about a cool new type of digital media.

Time to Market Luxury in a Brand New Style
(MediaPost, 05.01.15)

The ground has shifted in the luxury market and it’s never going back to the way it was before. China, the once reliable growth engine for luxury brands, is all but tapped out. As a result, personal luxury goods spending, the segment of the market including fashion, jewelry and watches, posted a mere 2% growth worldwide in 2014, according to Bain and Company, and it isn’t predicted to do any better in 2015.

Consumers Are Rebelling Against Star Wars Branded Fruits and Vegetables
(Mashable, 14.12.15)

If it’s out there, it probably comes with Star Wars branding on it … the movie’s name is everywhere, from toys to toothbrushes. And now, even your produce comes with a Yoda, Han Solo or a little BB-8 droid on the packaging.

4 Steps to a Successful Rebrand in the New Year
(Business2Community, 13.12.15)

2016 is just around the corner and it can serve as the perfect time to re-evaluate what is and isn’t working for your business — including your branding. New Year New Branding! As we close the chapter on one year and move to the next, there’s no better time to make necessary adjustments especially when it comes to the look and feel of your brand. Here are some tips on how to make sure you have a successful rebrand.

“Things can and do go wrong, but that’s not reputational risk; what is reputational risk is saying one thing and doing another.” —Ed Stearns