the brief

A proprietary blend of branding, creative and new media.

Appetite For Innovation

April 25, 2012 | By Julie Ashkenazi

Every day around noon, the streets of Burbank’s Media District are flooded with the ubiquitous food trucks that cruise the streets of Los Angeles hustling red velvet chocolate chip pancakes, pepperbelly melts and drunken shrimp.

Food trucks have been a staple in the Los Angeles area for many years; however, the new breed of truck owners aren’t simply selling tacos from drab, unmarked trucks on the side streets of industrial neighborhoods in Van Nuys. They’re selling brands.

Sparked by the success of Kogi, the mobile food trend provides unexpected lessons in branding, as truck owners adapt and implement brand marketing strategies more knowledgeably than some MBAs.

Here are 3 simple lessons that all businesses can take away from the food truck revolution.

Think Different.
Stand for something. Burger trucks are a dime a dozen, but a Mexican Mafia burger tells a story.
You can’t be everything to everyone, nor should you try to be. Identify your brand’s unique selling proposition and craft your messaging to support it.

Get A Personality.
The food truck overpopulation has forced owners to get creative, and you’ve got to hand it to these guys (and gals)—they understand the importance a strong brand message. From truck names to menu offerings, presentation is everything and these mobile entrepreneurs clearly understand the role of design and copy in building a successful brand.

Be Selective.
Maybe if all brands were confined to a 24’ x 7’ retail space they would scrutinize their product assortment more carefully. Offer products that are genuinely relevant to your core customer, instead of launching new products that simply keep up with the latest industry trends.

Julie Ashkenazi

Julie Ashkenazi

Message Received

April 19, 2012 | By Claudia Grossman

For those of us who recall Marshall McLuhan’s “the medium is the message,” looking at today’s media in all its social trappings makes us realize how much of a message it sends into the future.

If we evaluate a society not only by the words it uses but also by how those words are communicated, then our media of choice—whether tweets, posts, blogs, or texts—talks to the kind of fast-moving, multi-tasking, plugged-in, hard-wired times we live in. Which came first—more information resulting in less time to ingest it, or shorter attention spans requiring info be reduced to sound bytes?

It doesn’t matter. What does, is that your audience’s perception of your brand is based increasingly on where you say what you say. Reaching your demographic means delivering your message to them, on Twitter, Facebook, YouTube, or wherever they live their social lives. If you’re not there, they’re not in front of your brand, pulling it off the shelf, uploading it to Instagram, or tweeting the three words that can establish a brand in seconds—“Check this out!”

The words you use need to be the language your audience speaks and understands, in a style that is short, simple, and smart. Listen in, so that you and your brand talk to them—not at them. Brand sell has moved from ads created by grey suits in Madison Avenue’s ivory towers (brilliant as Don Draper may be) to marketing messages personalized to every individual who chooses to be reached. Where, when, and how they desire. What and why are the cards you hold.

Claudia Grossman is a freelance marketing communications copywriter based in Los Angeles. Connect with her on Twitter or LinkedIn.

Photo by lilleulv.

Claudia Grossman

Claudia Grossman

When Bad Press Really Is Bad Press

February 9, 2012 | By Julie Ashkenazi

If yoga, spin and strength training isn’t challenging enough, try finding an editor or blogger that hasn’t encountered a rogue publicist. The kind that emails pitches by the thousands and insists Groupon is the best growth platform for any luxury brand.

Most publicists strive to maintain pristine reputations and strong relationships. However, even those in the spin business would have to agree that not even a “bad press is good press” mantra can fix a publicist gone wild. When it’s done right, PR can help grow awareness and drive sales, but if your brand is in the wrong hands, your PR efforts may be hurting you.

It seems fairly obvious that you wouldn’t pitch electronics to a beauty blogger, but it happens. “It’s an email epidemic,” says Lara Eurdolian, blogger and founder of Pretty Connected. “My inbox is regularly flooded with worthless content I'd never feature and it feels like my name is on every press list. Even worse is the lack of research and poor email etiquette—text in all caps, careless misspellings and unprofessional, mass distribution.”

Skilled community managers are strategic in their engagement efforts and target specific bloggers and editors that align well with the brand they are representing. These are often long-term efforts and cannot risk being harmed by an aggressive or vagrant publicist. On the other hand, if your social media team isn’t strategic with their outreach and habitually spams editors, bloggers and even publicists, they’ll be harming your brand’s image faster than your PR team can run damage control.

Your brand is your most valuable asset, so it’s important to be aware of how it is represented in the media and ensure a strategic, unified presentation throughout all channels. Engagement truly is king, especially among collaborative marketing teams where traditional communication lines have clearly blurred.

Photo by Spaightwood Galleries, Inc

Julie Ashkenazi

Julie Ashkenazi

Forecast 2012

January 10, 2012 | By Shannon Kelly

In an increasingly competitive marketplace, understanding and executing on a trend can make creation an inspirational journey. These five “Medium Insights” for 2012, highlight innovation and consumer intelligence for building successful brands across all digital mediums.

1. Global Locality
Farm-to-table, urban farming and the slow food movement have encouraged communities to rethink the ideology of production and consumption—resulting in a more tangible global awareness that replaces sustainability. As customers are encouraged to shop out of the recession, “Made in” matters with personalized products—from DIY crafts to foods made exclusively for specific markets—that prevail over one-size-fits-all mass-production.

Reflecting a more cultural consciousness, global locality preserves tradition and diversity by promoting pride in community on a national platform that had been overtaken by large multinationals. The “Best of British” campaign by online retailer ASOS.com emphasizes quality and a quintessentially British aesthetic with a range of limited-edition exclusives. In 2012, this concept will shift from movement to prerequisite.

2. Smart Commerce
Couch commerce will leave the living room with technology paving the way for products and services to be available using location services, flash sales and social networking. As shopping shifts from errand to leisure activity, the act of purchasing will be enriched with facts from the expansive, detailed web and a growing cash-less community willing to log-in or swipe using
a smartphone.

From house hunting to eye creams, the transparency of information (prices, reviews, opinions, status) and plethora of aggregators will fuel a strategic and smart approach, and win the commerce game with exceptional deals and/or time-savings. In 2012, mobile will address credit card safety and privacy concerns and will drive smart commerce themes that appeal to the primary household shopper without pressure or guilt.

3. Augmented Reality (AR)
Hand-in-hand with smart commerce is the acknowledgement that physical behaviors will move into previously inaccessible environments, taking place somewhere between real-life and virtual. The marriage of new technologies with social media, smartphones, applications and tablets will accelerate augmented reality beyond virtual fitting rooms, personalized window shopping and virtual fashion museums—allowing brands to turn loyalty into entertainment and acquisition by changing relationships with the physical and digital worlds.

In 2012, it will become increasingly commercially viable to put a product into the hands of a customer while decreasing workload and span of design. The opportunity to create virtual spaces in high traffic venues with minimal overhead will drive consumerism 24-7 with
social connectivity.

4. Life Story Labeling
Online and offline, brands have struggled to create and maintain a consistent and holistic presence as novel, shinier concepts emerge in the market. In previous years, companies embraced heritage positioning to assist in establishing exclusivity and maintain a bespoke appeal. In 2012, with the help of tracking procedures and transparency, digital storytelling will time-stamp relevant events with creative design, alternative packaging and technologies.

Taking on the characteristics of up-cycling, crowdsourcing and eco trends, consumers will invest in products that are guaranteed to be honest and authentic. Attaching a life story to digital ID’s (Facebook timeline) or a simple product (think a less extreme version of Portlandia’s “Ordering the Chicken”) highlights the humanity of brands with lifecycle and quality assurances that uplift confidence levels beyond subjective labeling (organic, natural, USDA-certified). Life Story Labeling will be the new editorial voice merging content and commerce.

5. Less-ism
In 2012, finding balance between the overload and unplugging will feed a human need to appreciate things as they happen with clarity and calmness—if only for fifteen minutes. A focus on recharging instead of escapism, will transform daily practices, social events and communication without digital disruption. Less-ism is one small step back for reflection while still maintaining the other foot in sharing, selling and endorsing.

As the “curated” label loses luster, the virtual street will discover a redefined, cohesive clarity where brevity will be applauded. J. Peterman style narratives, lengthy advertisements and cluttered campaigns will appear inauthentic in contrast to our seven-seconds to make an impression in an instant gratification culture.

Are you ready to deliver? There are only 355 days remaining.  

Shannon Kelly is the founder of In Your Head, a trend forecasting and brand strategy consultancy based in Seattle, Washington. Connect with her on Twitter or LinkedIn.

Shannon Kelly

Shannon Kelly

Talking Touchpoints

December 13, 2011 | By Holly Krenek

Today’s consumers are smarter than they were ten years ago. In fact, you could even say they’re smarter than they were just one year ago. They continually endeavor to stay ahead of the digital curve by learning more about their favorite brands through new and evolving technology platforms before making a purchase.

The innovative marketing minds behind today’s top brands are leveraging sales potential through a combination of email, social media and mobile. They are creating real-time, multi-channel brand enhancements to stay current with the modern consumer, where demand remains at an all-time high.

Brands who really know and understand their target customers, and keep in touch with their needs and wants, have a greater chance creating long-term brand loyalty. A strategic, methodical approach is vital for creating a campaign that will engage consumers, where customer sensitivity is key. With so many ways in which customers can quickly and easily access product information, ratings and reviews, videos and discounts, expectations are already high.

Exclusive brand concepts help establish an emotional connection between the consumer and brand and empower customers to connect—through exclusive offers, promotions, in-store events and online discounts. By using mobile and social to stream content, brands can meet with the consumer at any moment, anytime, anywhere. By providing customers unique, smarter ways to shop, brands create a dialogue where they can listen, learn and improve their relationship with customers. As brands cultivate relationships across multiple platforms, they acquire more value and insight, which is imperative for understanding what tomorrow’s consumer will want.

In Oracle’s March 2011 report, Cross-Channel Commerce: A Consumer Research Study, one of the research highlights found that “on average, more than three-quarters of consumers are using two or more channels to browse, research and purchase products.” Emails, promotions and push notifications are effective for connecting with shoppers to inform them about real-time, exclusive brand information. Social media and mobile provide significant engagement opportunities, as well. Platforms that allow customers sharing opportunities help lead to increased brand awareness, new customer acquisition and higher conversion rates. However, in order to fully leverage multi-channel platforms, all channels must be strategically connected so consumers can easily locate information and purchase from any touchpoint.

It’s a shopper’s market. Consumers know what they want and expect excellent relationships with brands and the experiences they have with them. While the technology revolution continues to change the rules for both the shopper and the brand, multiple touchpoints create interest and convenience for today’s modern shopper seeking options, access and rewards. The brands that will succeed in the future understand—and meet—these needs.

Holly Krenek is a social strategist based in Austin, Texas. Connect with her on Twitter
or LinkedIn.

Holly Krenek

Holly Krenek

Beauty & The Unique In Mobile Trends

November 3, 2011 | By Holly Krenek
Beauty & The Unique In Mobile Trends

Brands compete with one another to stay on top, stay edgy, stay unique, and most importantly, stay above all others in consumers’ minds. As the technology revolution continues to grow at rapid speed, retailers have started to look for unique ways to engage consumers on a personal level—especially while in-store and on-the-go.

QR codes, or quick-response codes, are popping up all over as one-way retailers, engaging with customers and providing an immediate return on interaction. They are not only in window displays, catalogs and aisles, but also in advertising—both digital and print—and at trade shows. Brand marketers are tasked with using QR codes knowledgeably and strategically. Providing incentives and a unique, rich consumer experience is vital to keeping the customer engaged and entertained, and more importantly, driving them to make a purchase. Recently, brands such as Sephora, Lucky, Neiman Marcus, Bloomingdale’s, Macy’s, and Ralph Lauren have utilized QR codes to both the retailer and customers’ advantage. The trick is to keep the interaction easy and convenient while giving the consumer a feeling of exclusivity and empowerment as they scan to experience a video, new product details, contests, promotional offers, or cross-selling opportunities.

Loyal customers who are less likely to shop online can be enticed in store after they have scanned a QR code and have interacted with the brand. Recently, luxury retailer Ralph Lauren teamed up with Red Fish Media to design a custom QR code placed in windows at various retail locations. Once scanned, the customer was enticed to enter the store for a chance to win tickets to the 2012 Men’s US Open Finals and a $3,000 Ralph Lauren wardrobe. This allowed the fashion label to collect valuable customer data which can be utilized for future promotions and events. Most importantly, the QR code campaign was done in an elegant and intelligent fashion—creating a sense of engagement between the brand and consumer by providing customers with an incentive to interact, and in return, giving the brand insightful data and information for future ventures.

Another recent QR code campaign done strikingly well was the Victoria’s Secret ‘Sexier Than Skin’ campaign. Implemented on billboards, the codes could not be missed. Each billboard offered a glimpse of a Victoria’s Secret angel who appeared to be nude, aside from a strategically positioned QR code. Coy and flirty messages, such as “Reveal Candice’s Secret” invited consumers to scan the codes. Once scanned, the user was taken to an in-depth product page of the chosen angels’ frame, where she was wearing Victoria’s Secret apparel. Consumers could then browse styles, watch videos and learn more about the collection. With over 15,000,000 Facebook fans and a strong digital, social and mobile strategy, the ‘Sexier than Skin’ campaign is only a small fragment of what the brand has done entice and engage consumers. For a more in-depth look into the label’s designs and mutli-channel platform, take a look at their Facebook fanpage.

If done correctly, QR codes can offer value and insights to retailers for long-term engagement with customers. Strategically planning a QR code campaign will enhance the consumer experience by providing relevant opportunities to engage with the brand and encourage return visits, both in store and mobile.

The retailer must be strategic with QR code placement—whether online, in print or in store. Taking the steps to measure and critique analytics following every campaign provides specific data points that can be utilized in future campaigns and advertising opportunities. Checking QR code scans at specific times of the day or locations are key pinpoints each brand must understand when analyzing metrics in order to understand the core usage of QR codes and the customer behavior.

Holly Krenek is a social strategist based in Austin, Texas. Connect with her on Twitter
or LinkedIn.

Holly Krenek

Holly Krenek

Power To The People

October 18, 2011 | By Natalia Sylvester

Picture this: You’re at a party engaged in a conversation with some truly interesting people.
In walks a guy wearing one of those collared tees with a company logo, handing out business cards and talking about referral specials.

It’s a turn off, right? It’s the wrong place, wrong time, and wrong approach. Nobody wants
their social event hijacked by someone who’s only self-promoting. The same rules apply to
social media.

This doesn’t mean that company brands can’t join the party. They just have to brush up on their people skills to do it. That’s where the real power in social media lies: in one person at a time. That’s why a lone blogger with an opinion and a ton of fearlessness can trump a PR company when it comes to influence. That’s why a corporation with hundreds of employees needs to harness the power of one.

Here are a few tips to get you started. Feel free to also file under How to be a likeable person:

1. Listen.
You know how they say the key to a good conversation is to ask questions? It’s because people want to be heard. Listen to what people are saying—not just about you, but about themselves, your industry, and their worlds. It’s the only way to join a conversation and actually contribute
to it.

2. Have an opinion and a mission.
Your company stands for certain things, so don’t be afraid to stand behind them. After all, if you have nothing to say, what’s the point of building an online platform?

3. Have a voice.
We’ve all heard social media compared to chatter. Stand out from all the talk by having a distinct voice. This post by Howard Solomon sums it up perfectly: “Your brand’s message begins your conversation with the consumer, but it’s the voice that keeps them listening.” 

4. Share.
Whatever you’re sharing, whether it’s information, tips, giveaways, laughs, sales, or a behind-the-scenes look at how your day’s going, make sure it’s something people really want. Then be generous and gracious about it.

5. You’re not helping yourself by only helping yourself.
Your Twitter followers don’t need to see every #FF you’ve ever been mentioned in, or every compliment that’s sent your way. Keep them and their needs in mind with every interaction for better social media karma all around.

Natalia Sylvester is a writer and editor based in Austin, Texas. Connect with her on Twitter or LinkedIn.

Natalia Sylvester

Natalia Sylvester

Brand Voice

September 20, 2011 | By Howard Solomon

Photo by Sabino .'s

I celebrate myself, and sing myself,
And what I assume you shall assume.

So begins Walt Whitman’s poem “Song of Myself”, first published in 1856, and establishing him as one of the most celebrated voices of 19th century American Letters.

But before you ask what any of that has got to do with getting your brand established in the 21st century marketplace, take another look at Whitman’s words. In just two lines, he describes the basic components of any successful brand presentation.

First, there’s the speaker’s utterly confident self-promotion. He knows his product and he’s willing to put everything he has behind it. Next, he makes an immediate engagement with his audience. For all this talk of himself, it’s every bit as important that he and his audience come to a mutual understanding (which he dictates, of course!). These two components together make his message. Which is vital. But it’s the words the speaker chooses to convey his message, and the manner in which he uses them, that ultimately get our attention. Even if we find his idea a little lofty or grandiose, his approach is simple and clear enough to connect with us on an emotional level. And it’s that emotional experience that draws us in. Maybe we should stop and listen to him sing. Maybe we will end up assuming whatever it is he wants us to. Let’s hear what the man has to say.

This is what voice in branding is all about.

Your brand’s message begins your conversation with the consumer, but it’s the voice that keeps them listening. It should be right for what it is you feel you have to offer, and clear for the particular audience you hope to engage. And it needs to be real. Human. Especially in an online environment, because without it, even the most sophisticated website is just an example of technological prowess. At the end of the day, your brand is there to talk with your audience. So let it talk. And talk in a way that’s worthy of our trust and our loyalty.

I sound my barbaric yawp over the roofs of the world.

Walt Whitman defined his voice as his barbaric yawp and he sounded it over the rooftops of the world. How you define your brand’s voice will determine just how far over the rooftops it will travel, and who will stop to listen.

Howard Solomon is copywriter and brand developer based in Brooklyn, NY. Connect with him on LinkedIn and Twitter.

Howard Solomon

Howard Solomon

Best of Cosmoprof 2011

August 11, 2011 | By Julie Ashkenazi

Cosmoprof 2011 had 750 booths of serums, moisturizers and shampoos and I had exactly 8 hours to see them all. So, I decided to powerwalk the room the way most women powershop their way through Target.

I’ve long argued that presentation can make or break a beauty brand. Often the purchase catalyst, packaging is typically one of first interactions consumers have with your brand. So, I made my way through the tradeshow like your average consumer with 10 minutes to stock up on essentials in between work, playdates and soccer matches. In doing so, I found Cosmoprof to be the perfect metaphor for the beauty category as a whole—crowded, overwhelming and often confusing. These were the brands that got it right.

1. Tay
Sarah Tay’s new, natural and organic skincare line belongs in every modernist’s bathroom (and on every glossy’s pages). Her 100% sustainable, tree-free bamboo packaging redefines shelf presence and her eco-friendly refill pouches minimize waste reduction. Free of parabens, fragrance and synthetics, TAY uses sustainable and fair-trade ingredients when possible.

2. Fix Malibu
A doctor brand that isn’t gray. Or silver. Or black. Founder and Dermatologist, Rebecca Giles, M.D., didn’t set out to launch a product line, but after mixing her own formulas for years, she started bringing them into the office and soon enough her celebrity clients were begging to take them home. Pretty yet powerful, Fix Malibu shakes up the clinical category with its bold, green identity, complete with graffitiesque floral illustrations. The brand’s high-tech skin solutions are formulated with antioxidants and growth factors to “trick” your skin into behaving younger. 

3. Barista Bath and Body
A healthy habit you’ll never want to kick. Formulated with organic coffee, essential oils and herbal extracts, b3’s rich, aromatic products maximize the therapeutic benefits of coffee. Their modern, unisex packaging proves once and for all that what’s hers is his—and his is hers. In addition to being a CEW 2011 Indie Beauty Award Finalist, the b3 gals are some of the best in the biz.

4. Love and Toast
Without a doubt, Love and Toast was one of the most creative booths at Cosmoprof. Youthful and energetic, the brand is a stand out in the natural category. Their bold palette, free-spirited illustrations, die cut hearts and cassette tape UPC codes lend modern whimsy to an otherwise serious category. And with products retailing around $10, they make it pretty easy to feel good about looking good.

5. Slice
Form meets function in Slice’s new line of beauty tools designed by award-winning architect and designer, Michael Graves. The brand’s modern, graphic identity and bold typography caught my eye instantly. Created for both professionals and consumers, these innovative designs bring style to everyday grooming.

Julie Ashkenazi

Julie Ashkenazi

Natural Selection

May 26, 2011 | By Julie Ashkenazi
Green might just be the biggest trend to hit the cosmetics industry since blue—ergh, eyeshadow. No longer hiding among the almond milk and aloe vera juice, natural beauty products are taking the industry by storm and expanding into the beauty aisles of leading retailers, such as Target, Sephora and CVS. Bringing high-powered cosmetics experience from Barneys New York, Saks Fifth Avenue, L’Oreal and Avon, Wendy Cockayne Lucas bridges the worlds of traditional and natural beauty marketing in her role as General Manager at Country Life, where she oversees the natural beauty brand, Desert Essence. In our conversation, she shares her insights and predictions for the natural beauty business.
 
What is the natural beauty consumer looking for?
The natural consumer is looking for products free of synthetic chemicals that really work. They want products that make them feel good about themselves and give them radiant skin and shiny, manageable hair. They have a vested interest in supporting companies that support the future of the planet and all living things on the planet.
Aside from ingredient preferences, what have you found to be the most unique difference between natural beauty consumers and traditional beauty consumers?
Natural consumers read the full product label and are extremely educated about ingredients. They have to be as many natural consumers come into the channel because they have allergies and want to use the most natural products possible to prevent a reaction.
Recent findings from comScore show that brand loyalty is on the decline for many consumer goods. Do you feel a natural beauty consumer has more brand loyalty than a traditional beauty consumer?
The highly allergic customer is most likely to be brand loyal once they’ve found a product that works for them. In general, the natural consumer is likely to switch between brands for items like body lotion and shower gels, while still remaining loyal to natural brands as a whole, however I do think there are specific segments where customers are likely to be more brand loyal, including skin care and dental care.
Recently more beauty companies—including clinical, doctor brands—have begun to include natural messaging in their marketing campaigns. Does this trend illustrate a shift in consumer preference?
Yes, more and more people are realizing that synthetic ingredients just can’t be good for you. I also think that consumers are looking to companies that really care about the environment and give back to communities. The truly natural companies have always been about this. You are either a believer in natural, sustainable and recyclable products across everything you do—or you aren’t. As a cosmetics company, you have to take a stand and launching a few natural products or brands is a bit of greenwashing, in my opinion. You can’t launch 90% of your products with chemicals and non-sustainable practices and expect the true natural consumer to buy your 10% natural products.
According to a report from Datamonitor, consumers consider personal care products formulated with natural ingredients as being better for them, however there are still concerns over the efficacy of natural ingredients. Can natural cosmetics really offer the same product claims found in traditional beauty products?
Yes, natural products are just as good, if not better than traditional beauty products. The days
of sacrificing performance in order to use natural products are coming to an end. When I started working in natural, articles would say that you have to give up lather in a shampoo to have a truly natural product, but now, a few short years later, there are natural ingredients that give a beautiful lather.
If you had 5 minutes to convince a traditional beauty consumer to give up her favorite products in exchange for natural beauty alternatives, what would you say?
Natural products are not only better for you, they also help protect the earth. Natural science is getting better and better each day. If you haven’t tried a natural product in a few years, you will be pleasantly surprised with how far the industry has come. Give up your synthetic products in favor of natural products for just 30 days and you will see a noticeable difference in your skin, hair and teeth.
What's next for natural beauty?
As natural sales continue to climb, more scientists and developers will continue to work on natural innovation. I think we are going to see a lot of interesting technology coming out of plants, minerals and other natural sources in the near future.
Wendy Cockayne Lucas is General Manager of Country Life. Connect with her on LinkedIn.

Julie Ashkenazi

Julie Ashkenazi

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