Woke-washing: how brands are cashing in on the culture wars

Image: Natallia Khlapushyna/Alamy

From M&S’s LGBT sandwich to Kendall Jenner stopping a riot with a Pepsi can, corporate business is adept at adopting our concerns. But is it all a cynical marketing ploy?

from the webALHAUSMay 29, 2019branding, advertising

How to make branded podcasts that pop

Recent standouts have given marketers a playbook for how to get users to tune in. Brands should approach podcasting like community outreach, not advertising.

from the webALHAUSMarch 6, 2019podcasts, branding, advertising

How the tone of your content reflects your brand

When creating content, there are a lot of factors to consider. One of the most important is the tone or writer’s voice you use. The way you communicate your message is as important as your messaging.

from the expertsAlison OByrneFebruary 25, 2019content creation, content, content managment, content strategy, editing, branding

Are brands behind the times when it comes to gender stereotypes in ads?

Though many marketers believe they avoid gender stereotypes when creating advertising, according to a global survey detailed in a Kantar report, researchers noted that ad targeting is still extremely skewed within specific product categories.

from the webAlison OByrneJanuary 30, 2019branding, advertising

Raising a glass to green Millennials: Diageo preps sustainable branding push

Image: Diageo

Newly appointed chief sustainability officer David Cutter promises 2019 will see the drinks giant promote low-carbon activity with suppliers and customers.

from the webAlison OByrneJanuary 9, 2019sustainability, branding, advertising

Create your brand bible

So what is a style guide? It functions to define your brand aesthetic and ethos and thus, the heart and soul of your brand. It is a reference tool for all staff (and external partners) to know how to communicate your company’s message and therefore will ensure professionalism and personality.

from the expertsCathy BuckmasterDecember 24, 2018content managment, branding, web content

The power and promise of immersive technology in brand storytelling

Contemporary tools for marketing through storytelling are an evolution beyond traditional mediums, such as TV, radio, print and even online video—think 360-degree video, augmented reality (AR) and virtual reality (VR), to name a few.

from the webAlison OByrneDecember 12, 2018technology, storytelling, branding

Why young companies are starting print magazines as a way to help build their brands

Companies looking to expand their brand sometimes turn to unlikely places. Some hip, fun companies are even going old school and publishing their own print magazines.

from the webAlison OByrneOctober 15, 2018branding, print, publishing

Consumers believe brands can help solve societal ills

New study finds a company’s position on a social issue can drive purchase intent just as much as product features.

from the webAlison OByrneOctober 8, 2018branding, social responsibility

The top five most creative brand ideas you need to know about now

Ad Age's top five most innovative creative ideas of the week, featuring HBO, We Are Social and more.

from the webAlison OByrneOctober 4, 2018advertising, branding, marketing

Marketing to Generation Z? Here's what you need to know

Better position your product or service with Generation Z by understanding their values, how they make purchases, and how they differ from Millennials.

from the webAlison OByrneAugust 31, 2018marketing, branding

How to keep your branding consistent on and offline

Image: Shutterstock

It can be difficult to gain your customers’ trust in 2018 without an online presence. You know you need to be searchable on Google. However, with so many bloggers, influencers and companies clamoring to build a name for themselves on the internet, you need to invest considerable time to build up your brand online.

from the webALHAUSAugust 16, 2018branding, marketing, content

Becoming a lifestyle brand

Many businesses struggle to decide what kind of marketing strategies to employ, but experts now believe that in an era of savvy and well-informed consumers, using soft-sell content marketing to promote an aspirational lifestyle will make target audiences sit up and take notice.

from the archiveAlison OByrneOctober 5, 2016branding