Today the IBM LinuxONE penguins march on Wired.com, representing a first-of-its-kind brand takeover for IBM, and a massive strategic and creative undertaking by Centerline. IBM and Centerline worked closely together over a period of nearly two months to take full advantage of the WIRED partnership, which featured a custom takeover experience including a bespoke branded environment, as… Read more »
IBM | LinuxONE
To reach the passionate audience of Linux-loyalists—and to show its own commitment to furthering the open, collaborative Linux community—IBM developed IBM LinuxONE, a Linux-only mainframe that combines hardware, software and services solutions. IBM partnered with Centerline to help successfully position and launch the new systems, the IBM LinuxONE brand and associated offerings.
The dating landscape can be rough. More often than not, you will come across dates that are not as great as the romantic comedies have made them out to be. Unfortunately, the social media marketing landscape is not much better. Competition is fierce and it can be hard to keep up at times. Just like… Read more »
My wife and I are both customers of the symphony. We are also very different. We are two personas of their target audience, with two different motivations, two different buying journeys. We will both spend money on their product, but we must be converted in different ways.
This is an important lesson for any company to learn. In order to effectively attract, convert and retain customers, you have to know how to reach them – and that doesn’t just mean putting your content in front of them. It has to be the right type of content. It’s easy enough to say each person is different. Many sales professionals do a good job of putting this statement into action by treating customers like they’re unique.
There is no such thing as “winning” loyalty — no matter how big the contract or sale. It’s just a single moment of earned loyalty. Brand loyalty is a temporary state of being, while “winning” denotes completion. To succeed during this precarious evolution of marketing, brands can best demonstrate their value by reminding people of their own.
As marketers, it’s important to look at each piece of content that we put out into the world as another first impression. Every piece should act as a stepping-stone toward building brand loyalty and earning new customers. Using shortcuts and “OK” content only takes companies further away from their goals and puts them at risk for making a bad impression with new and existing clients.
When 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.
There’s a lot of talk these days about brands and authenticity. Part of me understands why this conversation is necessary. A bigger part of me thinks “brand authenticity” has been overblown into a trendy idea, as if someone had an Aha! moment and decided being genuine was a clever way to get people to like them. But authenticity isn’t an idea or a skill or a tactic. It’s an expectation. How well a brand meets this expectation will determine its success.
Every piece of content we send into the digital atmosphere is a signal. Signals speak louder than words. There are three, specifically, that help brands win customer trust in a world of skeptics.Read More »
The new Fiat 500 is an attempt by Chrysler to relaunch the Italian brand in the U.S. market after a 25 year absence. Unfortunately, the brand does come with some baggage. The last time Fiat sold cars here, F.I.A.T. stood for “Fix It Again Tony.” But the reintroduction of the Fiat brand to the U.S. is a great example of selling your brand via strong design.
“Logos are dead! Long live icons and avatars!” Marty Neumeier wrote those words in The Brand Gap way back in 2003. What he meant was that logos evolved as a way for people to identify brands rather than differentiate them. But when conceived well, an icon is a repository of meaning. It contains the DNA of the brand, the basic material for creating a total personality distinct from the competition. An avatar goes even further by becoming the symbolic actor in a continuing brand story.
Meet the new breed of brand avatar in these examples. Are icons like these a long-term trend or flash in the pan?
Rachel was wearing this shirt Friday. It got me thinking about Google in a couple different ways. First: Is anyone — outside of Microsoft employees who got it for free — going to wear Bing shirts? And what would the back say, anyway? Second: Microsoft has chosen a ridiculously tight knot to try to untie… Read more »