Content Marketing Round-Up
Sep 14, 2016
It’s been a pretty huge year when it comes to rebranding – just think Uber, Instagram and Netflix. Another name to add to that list? Energizer. After 27 years, the pink bunny’s getting a makeover.
Who else is getting a makeover? Apple’s marketing direction when it comes to the Apple Watch. They’ve trying – hard – to appeal to the fitness crowd.
Meanwhile, in London, commuters were surprised by a lack of branding – no ads, no flyers, no nothing – in their underground station. Just like that, #CatsNotAds was born.
Check out the following industry articles, and read through our take on each:
I think it’s hard to rebrand any iconic brand in today’s social media zone – any new brand is going to be picked apart on every possible aspect. There are sites dedicated to unveiling new brands, and it’s guaranteed there will be vocal criticism from designers, marketers – anyone – on anything posted.
In this article it’s clear in this AdWeek article that Energizer was both cautious and smart in knowing how much their brand was tied up in this bunny identity – they didn’t want to rock the boat. The fashion show stunt unveiling seems like a modern way to grab attention, and a way that could work to launch the identity, and could take the heat off the rebranding if the stunt backfires.
Adam Good, Associate Creative Director
With a new focus on sports and fitness, the Apple Watch Series 2 is positioning itself as your very own personal trainer. This new push comes from a partnership with Nike Inc., who recently ended production of the FuelBand (R.I.P. <3). The new Nike+ app, which is compatible with the Apple Watch, offers fitness tips, a customized marketplace, and motivation. However, the Apple Watch will also be compatible with Under Armour and other Nike competitors’ applications.
The first comment I read from this post was, “Yawn, who cares?” Yes, my thought exactly. I’m a huge Fitbit fan, and I can’t quite see how this will compete with their large fan base. Nike states that, “Apple and Nike both share a passion to make life easier and more fun for our consumers.” Okay, sure. But blowing almost 400 bucks on an Apple Watch doesn’t sound very fun to me.
Courtney Walker, Marketing Coordinator / Graphic Designer
I’m a self-proclaimed cat lady with no cat’s – so obviously I loved this. #CatsNotAds was trending on Facebook yesterday, and though it’s really hard to predict if something will go viral, it was clear that this would.
I thought the launch was especially cool – any way you can get a community to rally around an effort makes it really special. It’s nice to see a target audience or end user take the content they want to see into their own hands.
In an election year, and with everything going on in Europe with Brexit, it’s obvious that the people wanted to see something happy and uplifting on their commute, instead of more doom and gloom about the economy and global market.
Megan Riley, Senior Project Manager