Storytelling vs. Noise
As consumers, we live in a society plastered with zany billboards and over-the-top posters – all desperately fighting for our attention. But we've adapted. We've learned to tune out the noise. So how do advertisers hope to rise above the rest and reel us in? It's simple. They just have to give us something worth noticing. And they can do that with the power of story.
LinuxONE Let Loose on Wired
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 […]
Content Marketing Round-up — Listening & Learning Edition
In the last Content Marketing Round-up, we learned how continuous failure will help you succeed, meaning you should focus on long-term trust over short-term gains. Here you’ll find four industry articles, focused on creating value for audiences and constant learning, and our thoughts on each. What Developers can Learn from Designers – While developers and […]
Story Is Still King
Everyone is drawn to the shiny new toy. In content marketing, odds are the client only has eyes for what’s popular. Who can blame them? It’s relevant, it’s cool, and it’s what they see trending. And, let’s face it — it’s always about the latest trend. Business signs inspire print ads. Print ads influence television […]
Under a Minute: Standout Videos
What makes a video standout? The design, the cinematography, the message, the creativity – there are many aspects that add up to a remarkable video. So we asked our editors and art directors: What’s your favorite 60-seconds or less video? Senior Editor Camp Suntichotinun chose this video because the message is simple. One can […]
The IBM Mainframe50 Campaign: More Than an Anniversary Celebration
How would you go about changing customer perceptions while celebrating an anniversary AND driving sales? That was the challenge IBM approached Centerline with prior to the 50th Anniversary of the mainframe. The 50th anniversary was an opportunity to shift C-level executives’ perception of the mainframe from the idea that it’s outdated to the fact that the […]
Making Of: Telit “Internet of Things” Video
Picture a particularly wonderful set of Russian nesting dolls. Now take that concept and imagine your GPS…inside this ornate piece of technology is a smaller but equally intricate and powerful piece of technology. Telit technology. A tiny chip that powers the wireless transmission of machine-to-machine (M2M) communication, present in so many of the amazing machines […]
Quality Content: It’s All in the Mix
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.
Musical Authenticity in Content Marketing
At Centerline, musical authenticity is a key component of quality content. For the IBM Customer Reference with Siam Commercial Bank, we wanted to incorporate a style of traditional Thai music that would be symbolic of the region while staying true to the IBM brand.
The Power of Music in Storytelling
The best stories engage all of the senses. The more senses that are stimulated, the more people will not only relate to your story, but be moved by it. The ultimate achievement is that people recall your message as an idea of their own, rather than something that they heard. But in order to trigger this type of reaction, you can’t simply focus on visually presenting the facts, figures and product features; you have to create a deeper connection.