In this #tellthetruths video Rebeca explains “Symbols of Reinvention.” This is a term used in the marketing industry to refer to dramatic, symbolic gestures that brands sometimes take to signal to the world that they’re changing course.
Check it out, then please weigh in, especially if you have any good examples.
In this #tellthetruths video, Rebeca dives into what it means for brands to be SMART, highlighting how bold choices, while daunting, can lead to big rewards.
From Nike’s controversial Colin Kaepernick ad to Domino’s bold admission of past mistakes, both brands took leaps that paid off and strengthened their connection with audiences.
What do you think? Is taking risks essential for brands to grow?
SO MANY QUESTIONS!
Why has Be The Match, a non-profit driving bone marrow donation registration, renamed themselves to something that’s much less emotionally powerful?
We’d like to know!
Check out this #tellthetruths video and then please weigh in.
Reframing category names to nudge perceptions is one of the most powerful tools in a marketer’s arsenal. Sometimes, this work is quite brilliant.
Check out this #tellthetruths video to catch some really great examples. Then let us know what you think, and whether you think it’s right.
What Are Core Emotional Strategies?? And why might your brand need this concept???
Rebeca often talks about the ways that Brand Strategy tends to overcomplicate things. So in this #tellthetruths video she shares a concept she’s been noodling with — to try to boil down the emotional impact of a brand to one or two of the core emotions identified by therapists.
It’s a similar tool to using archetypes but one that she argues is a lot simpler and easier to use.
Check it out, then let us know what YOU think.
This #tellthetruths video isn’t about the dehumanizing effects of AI, although a lot of people seem to be feeling scared about that.
No, it’s explaining why we prefer to refer to people as people, and not as consumers or targets.
Check it out and then tell us what you think.
You guys enjoyed talking about non-profit name changes previously, and there’s a lot of great work being done here, so we’re revisiting the topic.
Check out our latest #tellthetruths video to catch more intriguing examples of the ways in which non-profits are changing their names to be more emotional and convey a sense of urgency.
Then, be sure to let us know what YOU think, or share any other examples you might have.
We’ve recently noticed an explosion of branded produce – and given that they don’t typically have much packaging, the main way this branding shows up is by creating named brands, like the little citruses called “Cuties.” Check out this hashtag#tellthetruths video for some examples, but also, we’d really love to hear it if you’ve spotted any of these in the wilds of your local supermarket.
The Boy Scouts have changed the name of their organization, so you KNOW we have thoughts! Check out this #tellthetruths video to hear what we think of their new name.
