Posts by: Centerline
More Than A Logo: Why We Care About RebrandsWhen American Airlines revealed their first brand refresh in 45 years, a lively debate followed. Some people loved the new look while others thought it sacrilege to change a classic logo by a legendary designer. Maybe you, too, followed the lively online debate. As content creators and designers who support large brands, we believe there is no "right" or "wrong" opinion, just different ways to interpret what a brand is attempting to communicate.
Marketing Games: Cracking the Rewards ShellAll the increasingly common game-based “rewards” aren’t rewards at all. At least, not for the consumer. They’re benchmarks of brand loyalty for your company, keeping score of how much time, money, and marketing data your customers have given you. But that doesn't mean games don't work and aren't worth it.
Centerline Sessions: The Case for Content CurationWith the rise of platforms like Tumblr, Pinterest and Zite, "content curation" is a hot topic. And the process of finding, organizing and sharing "like" information from myriad sources is being adapted by marketers in an attempt to capture interest around a topic or harness the power of crowd-sourced information. I had a chance to talk with Kristina Halvorson and our own John Lane about how corporations are employing content curation and whether or not it's an effective content marketing tactic.
Centerline Sessions: Navigating the New Content Marketing ChannelsNew content marketing channels are sprouting like weeds... or wildflowers. But it's often hard to know which one they will be when the first start emerging. In this installment of the Centerline Sessions, I had a chance to talk with Joe Pulizzi (Founder of Content Marketing Institute) and our own John Lane (Vice President, Strategy and Creative) about new digital content channels, how you might be able to divine the best channels for your audience, and the inventive ways marketers are already using the new mediums.
Centerline Sessions: Refurbishing the Content Factory ConceptThe ideals of content marketing are spreading rapidly within the most powerful of enterprises. Leading companies, like IBM, American Express and Adobe, realize that todays digital customers are craving a different type of engagement.
In this post, John Lane and Joe Chernov talk about who's doing content "right," and if the idea of "content factories" are shaking their negative connotation.