Hot off the Press: Addison Whitney Feature in DTC Perspectives Magazine
Our global president, Brannon Cashion, wrote an article about pharma branding through the eyes of the consumer for DTC Perspectives Magazine’s Fall 2013 issue. Check it out: http://goo.gl/bsoh8g!
Welcome to the new addisonwhitney.com
After months of preparation, dedication and hard work, Addison Whitney is delighted to officially announce the launch our newly designed website, www.addisonwhitney.com.
The new website is clean, colorful and a stronger representation of our brand. Our goal is to provide our visitors with an extremely user friendly site that clearly communicates who we are and what we do. The site offers more functionality and easier navigation, while painting a better picture of our company’s past, present and future.
There’s a lot to see on the new site and we hope that everyone will check it out, but to learn a bit more about the direction and design of the site, check out the screenshots below.
While you’re on the site, I also encourage you to sign up for Forward, our quarterly newsletter that shares major branding news, insights and updates on what we have going on at Addison Whitney.
What’s new at addisonwhitney.com:
On the homepage, our rotating hero area directs you to the major sections of our site: Who We Are, What We Do and case studies.
You will also see a static call-to-action for a healthcare-specific section of the site. Our experience in both healthcare and non-healthcare industries is so extensive that it’simportant for us to highlight each separately with dedicated sections.
One of the most exciting additions to our new site is the Our Team page (located within the Who We Are navigation). This is a great opportunity to talk about our people and what makes Addison Whitney great. The passion and dedication that drives us every day is why clients love hiring us and why we love working here.
Under Who We Are, we also highlight our global locations and Helping Hands work: two things we love to show off.
Under What We Do, you will find our department pages. In this section, we have really simplified the navigation and user experience.
Each department page includes a link to our case studies and, when you click here, you’ll be taken to a pre-filtered case study page that corresponds to the page you came from (e.g., verbal or visual branding, brand strategy or research and analysis).
The case study page on the new addisonwhitney.com is the main showpiece and greatest improvement from the old site.
Now, we have two separate case study pages, one dedicated to our healthcare work and one for our non-healthcare work. Both have the same functionality and look.
When you click on Our Work, you will be greeted with large images rather than a list, and unlike before, where it took at the very least five clicks to find a case study, now you can find what you’re looking for in as little as two – a huge user experience improvement.
Both case study pages feature a robust filtering system that allows you to sort our work by service, industry, situation or region.
As far as the actual case studies go, they are more detailed and engaging, and boast more pictures.
There are a lot of great changes happening here at Addison Whitney, and the debut of our new website is just the beginning! Over the next few months, you’ll see a redesigned Japanese site, a reskin of our beloved brandsalsa and a few other great items that we’re not quite ready to share yet. But, we promise they’re exciting, so stay tuned! And in the meantime, please to check out the new addisonwhitney.com, and tell us what you think.
Addison Whitney Designers Kick Off Summer with Sum Art Show
Art, design, music and beer. Is there a better combination to kick off summer? I didn’t think so, and that’s just how Addison Whitney’s designers spent the first day of summer last Friday, June 21st.
Organized by our very own designer, Chris Cureton, Sum Art was a celebration of art and Charlotte’s growing creative community. Our designers, along with other local artists, gathered at Birdsong Brewing Co. to showcase original pieces and celebrate the start of summer. It was a fantastic show, and all who attended had a great time! Take a look at what our designers had to say about the experience, and check out the video to learn more about each of their pieces.
In their words:
“Sum Art was a great opportunity to bring art and design to the Charlotte community. By putting the focus on consumer experience, much like the brands we help develop, the show appealed to a much broader audience. It was amazing how an art show became such a fun event for all parties involved.” – Chris Cureton, graphic designer
"Sum Art was the perfect way to kick off summer – enjoying art and beer with friends and fellow artists in the community. There was an array of styles and media which made for a great show. I was thrilled to participate and look forward to more events like this in Charlotte!" – Cathleen Foley, design manager
"What I loved about the Sum Art show is all the variations of one question, what summer meant to us. And, how the personalities of all the artists shined through their work. I was truly honored to be a part of the show this year and hope to participate in coming years as well!" – Nick Irwin, design director
“I had a great time at the show and really enjoyed talking with the other designers/artists. Each and every one of us has unique memories and experiences of summers past and that definitely came out in our work. I was really impressed by the array of work that was shown and found it so interesting to see how seven different people interpreted one word.” – Karlie Winchell, graphic designer
To Vine or Not To Vine
So, what’s Vine? It’s a Twitter-owned mobile app that lets users create and post up to six-second video clips. Basically, its video creation meets stop motion animation meets mobile flexibility.
What does this have to do with branding? Well, when you think about it, a lot that can happen in six seconds. And, for that matter, resourceful companies can dynamically show off their brands in this free, easy-to-use, instantly-social platform.
Tips and Tricks We’ve Learned So Far
- Keep it simple. This is easily the #1 bit of advice for Vine. It’s best to stay with two to three concepts in one video. And do your best to stick with clean transitions.
- Really think about what you’re filming. Is six seconds of a MetLife blimp flying through the air all that compelling? Does it tell a story? Not really. Once you think through the story you want to tell, use your video to make it come to life.
- It can be quite awkward at first. Holding your finger down on your iPhone screen while keeping it steady and making sure you capture what you want…is, well, a bit of an art form. Don’t get frustrated. Just know that it may take several tries before you perfect your vision.
- Guess what? There’s audio, too! And audio can really add dimension to your videos. (Or detract from them, so pay careful attention to ambient noise while you’re filming.)
Tips and tricks aside, companies shouldn’t use Vine just to jump on the bandwagon. If there isn’t a clear purpose for your account, then don’t do it. Addison Whitney has just started exploring Vine (check out our first video [with audio!]), but if we play with it for a month or so and we don’t feel like it’s effectively building our brand, then we’ll learn from our experiment, move on and focus on what works for us.
We’ll leave you with a few of our favorite Vines so far. They’re inspiring creativity while building their brands. Good stuff!
- GE: Over the years, GE has created an incredible social media presence and its Vine account is no different. This particular Vine is a done exceptionally well, and shows science in a beautiful, practical way.
- Urban Outfitters: This Vine from Urban is a bit more playful, but the rest of its account is worth perusing as well for unique ways to leverage your product portfolio through Vine.
- MSNBC: This Vine gives a quick snapshot at a day in the life of MSNBC. It’s a neat inside look at the network’s goings-on.
- BuzzFeed: The BuzzFeed brand is notoriously tongue-in-cheek and this Vine articulates that sentiment perfectly.
Is Fido the Next Ideal Target Audience Member? A look at brands that have extended into the world of pet products
Brand extensions are a common way for established brands to profit from untapped markets that their current product line does not appeal to. By entering into an entirely different product category, these brands can attain these customers and, if done correctly, the extension can be a very lucrative endeavor. For example, Ralph Lauren’s Polo brand successfully extended from a clothing line to home furnishings, such as linens and towels, and beyond. But if a brand extension fails, the parent brand runs the risk of diluting or damaging its brand image and equity.
So why would a well-known brand enter into an entirely unrelated product category, such as pet products? In an interview with Extendonomics, Maria Peevey, CEO and Creative Director of SimplyShe, a leader in the pet lifestyle category, said, “Pet parents increasingly want the same treatment options for their pets as they have for themselves.” These “pet parents”, not pet owners, will go beyond the basic pet needs such as kibble and vet visits and strive to pamper their pets. Brands, such as Martha Stewart, have extended into this category in order to reach these pet-centric customers and provide them with products that allow them to share everyday human luxuries with their pets. Now you can sit on your Martha Stewart couch and read your Martha Stewart Magazine while your pooch lounges on his Martha Stewart dog bed.
When brands consider making the leap into a new category, they must decide if the move is a good match for their brand’s mission and goals. For luxury salon brand Paul Mitchell, moving from human hair care to pet shampoos seemed like a natural extension. This belief brought to life John Paul Pet, a company dedicated to providing “pet care with a salon pedigree.” While there are mixed reviews about the success of this brand extension, with some critics stating that this decision significantly eroded the luxury salon brand, others argue that if pet parents want their dog, cat of even horse to use these high-quality, pH balanced products, then they should have the option. Both brands have banned animal testing on their product lines and John Paul Pet supports non-profit organizations including The Humane Society of the United States and the Best Friends Animal Society.
Another well-known human luxury brand, Omaha Steaks, has ventured into the world of pet products and now offers Omaha Steaks Pet Treats. These cat and dog treats are made from genuine USDA meats and often require refrigeration after opening, a fact that may cause some confusion among pet parents who are looking for some steaks to grill. In her interview, Peevy noted that it is easy for brands to transition into the pet market because they can use excess materials to make the products- leftover fabrics are used to make pet clothes, unused leather from a belt makes a great dog collar and meat that wouldn’t live up to a human’s expectation from Omaha Steaks can be made into a yummy dog treat.
Successful pet brand extension companies all have one thing in common- they know they are selling to humans. These pet parents want their companions to have the same things they love, whether that’s clothes, furniture or grooming products. Tell us what you think of these brand extensions in the comments below.
Mixed by Lily Brock
The Past & Present of Female Creative Directors
This week The 3% Conference, a first-ever event for female creative directors, kicks off Thursday in San Francisco to celebrate females in creative roles, and the future we hold in this industry. But as some of us are getting ready to celebrate the future of female creative directors in the industry, Adage coincidently published their first edition of The Most Influential Women in Advertising , which largely takes a look at those who came before us.
In the feature of influential women, Adage included an infographic outlining landmark moments for women in advertising. The infographic includes milestone achievements for women in the industry such as the appointment of the first female creative director to groundbreaking female focused advertisements.
In spirit of the saying “you can’t know where you’re going unless you know where you’ve been,” I’ve placed the infographic below for everyone to get a little bit of history and perspective on females in the creative industry before the start of Thursday’s conference where the future of females in the creative industry will largely be discussed.
But before I end this post, a shameless Addison Whitney plug - Tiffany Jonas, verbal branding manager at Addison Whitney, will be moderating a panel at The 3% Conference and will be live tweeting from the event. So make sure to follow @addisonwhitney on Twitter to stay up-to-date with all of the latest news from the conference!
Brands Take to the Sky for Higher Reach
Airport security checkpoints create lines, pat-downs and frequent headaches for travelers. There are also the dull colored table trays on airplanes that make your snack and beverage look, well dull. Airlines have long wanted to engage travelers through these mediums so it was naturally when they invited companies to place advertisements on security checkpoint bins and on table trays to make it a more positive experience for travelers. Does this form of advertising work? Brands think so and are taking advantage of this advertising avenue.
Security Point Media, the leader in airport passenger security checkpoint advertising and the innovator of the Secure Tray System worked up a plan to provide free bins to airports in exchange for the right to sell advertisements on the bins. During a recent trip from New York to Boston, I noticed the ads at JFK airport. As I placed my shoes and other items in the bin, I saw an ad for Zappos that said “Place shoes here, buy shoes here.” I thought it was clever and made me remember that Zappos is a great store for shoe lovers and it distracted me for a few minutes as I made my way through the line. In my opinion, the ad worked as it was colorful, simple and reminded me how much I liked the brand and the products they offer. Brand recognition and recall are much more likely when advertising serves a practical purpose and is helpful to consumers.
Los Angeles International Airport, one of the program’s first test sites, was able to purchase long tables, seating, floor mats and other equipment from the ad revenue they have generated since the start of the bin advertising program. Airports like the program because it gives them a little bit of extra money and helps improve the checkpoint experience for passengers. Brands like Zappos are also helping absorb the cost that TSA would normally have to spend buying the equipment needed for security checkpoint. Sounds like a win win to me!
Another way to reach frequent travelers is by smacking an ad on a table tray while they’re on the airplane. On a recent flight, I saw an ad for Visitrichmond.com that did a great job of showcasing their cities history by having an ad that said “History. Rated “Gee!” From chilling ghost stories to thrilling roller coaster rides, history is for kids of all ages.” The ad featured a group of people enjoying a roller coaster ride. Whether it’s an ad for a hotel, cell phone or a tourism push for visitors, brands are gaining maximum exposure as the advertising images cannot be avoided.
While media companies believe table tray ads provide up to 3+ hours of guaranteed exposure and attention and a clutter-free environment with zero distractions, I believe frequent travelers would question if the ads make as much of an impact as companies would have liked. In a busy traveling world where people are rushing to get to their gate, do people notice advertisements on check point bins and table trays or are they more concerned with making their flight?
Why Marketers are Borrowing Instagrammer's Photos
Everyone has heard the old saying “a picture is worth a thousand words” at least once or twice, but nowadays don’t be surprised if you hear it more often. It was this old proverb that inspired Kevin Systrom and Mike Krieger to launch a free photo sharing program called Instagram in October 2010. Instagram allows users to take photos on their mobile devices, edit them, apply cool filters, and then upload them to a variety of social media networks including Instagram’s own. Shortly after its launch, Instagram was made available in Apple’s app store for download on all Apple products. By December of 2010 Instagram had already acquired one million users and by June 2011 they had grown to five million users. More recently, in April 2012 Instagram was launched on the Android platform had acquired 30 million registered users. That’s a lot of photos!
Now with more than 50 million users, Instagram is not just another advertising strategy for big brands. Since the site is advertisement free, brands must come up with authentic and engaging visuals to convey their message and inspire fans. More so than advertising, brands on Instagram are essentially storytellers trying to show viewers what their brand stands for or what they wish to convey, whatever that might be. That’s one of the greatest parts about Instagram; your pictures are worth a thousand words.
Instagram’s popularity plays heavily off of the unique and creative way people can share their lives with each other through visuals. And the simple fact is that people love taking pictures and sharing them with their friends. So how can big brands take advantage of this to market their products and services? Not only are big brands hiring active users on Instagram but they are also creating their own Instagram streams for customers to follow. Brands such as Barney’s New York, Volvo, and Delta are just a few who have hired Instagram users with large followings to help them promote their brand. These companies will offer incentives such as cash, trips, or their products to these users in exchange for images of given products or events.
An example of this is when Delta invited six Instagrammers to take pictures of the playoff hockey game between the New York Rangers (which the airline sponsors) and the Ottawa Senators from Madison Square Garden. Not only were the Instagrammers paid but they were also given access to Delta’s Sky360Club while they were at the game. After all was said and done it was estimated that Delta had made more than 5.6 million impressions, the total number of photos broadcast by the Instagrammers multiplied by their total number of followers. This type of marketing with Instagram helps create intimacy with followers of the brands who wouldn’t normally be able to attend these events or see the images in the photos for themselves.
Another way that brands are utilizing the site is by simply creating their own streams on Instagram. Brands such as Red Bull, Starbucks and General Electric have taken to creating their own streams to share their very own photos with their followers. For example, you'll see more than light bulbs on GE’s Instagram account. Its main objective is to show off GE's work in different industries. Fans get to see larger than life images of trains, plane engines and, of course, their employees. Starbucks focuses their stream on highlighting in-store experiences around the world and showing how new coffee flavors are developed and tested at Starbucks headquarters. Red Bull shows fans pictures of extreme sports in action all over the world. Brands with their own streams are able to create and control the content and can paint a picture of the brand that fans haven’t seen before. From behind the scene exclusives to everyday happenings, fans will appreciate the creativity of big brands on Instagram.
Contributed By: Nicole Juliano
Pros and Cons of User-Generated Content
As the role of user-created content becomes more and more relevant, it is important for companies to consider whether to follow the trend of putting their brand into the hands of users or to keep the reigns tight on their marketing strategy. So, what are the pros and cons of letting your customers speak for you?
Pros:
Authenticity
By outsourcing publicity to real customers, a brand can appear more legitimate from the eyes of a consumer. When customers express sincere opinions of a brand, whether it is organically (social networks) or through testimonial campaigns, they are sharing experiences and opinions that can’t be made up, which makes a brand feel authentic. Because consumers are telling stories at their own free will, the message is fresh and serves as an honest testament to a brand’s quality and popularity.
Personal Connection
When a company’s communication strategy includes user-created content, it allows the brand to sit amongst its audience and act as a peer, rather than a business looking down on the world. When communication efforts are more conversational by way of Facebook and Twitter, it gives the message a personal quality that is hard to capture with traditional advertising. In any situation, it is more comfortable to be “talked to” than to be “talked at”.
As a relevant example of a brand correctly leveraging consumer enthusiasm and input, Dorito’s annual “Crash the Super Bowl” contest gives real customers a chance to share their ideas to promote their favorite snack brand.
Cons:
Control
A lot of brands are afraid to shift the power to consumers. You don’t know what you’re going to get when you turn your brand over to the masses – it’s an easy way to feel the burn of user-generated content. And the amount of time it takes to sort through consumer-created content is no simple task. Successfully using content created by customers requires around the clock supervision. Mismanagement can lead to false rumors and confusion, which can be devastating for any brand.
Honesty
Honesty isn’t always a good thing. Exposing your brand to honest customer opinion can create vulnerability. While dissatisfied customers used to be limited to word of mouth, they now have the option of instantaneously posting their thoughts for the world to see. Allowing users to speak their mind will always yield a degree of negativity, and any attempts to censor that conversation can backfire.
Lowe’s and Chiquita both recently came under attack for business decisions related to user-generated content. Both are great examples of how the freedom of consumer speech can sometimes be more pain than glory.
Takeaway:
We can all agree that consumer integration and interaction is a great opportunity for any brand. But it’s easy to get in over your head. The key is to not overdue it and make sure every initiative and platform is well managed. And most importantly - have fun connecting with your audience. Showing passion and enthusiasm will lead to have a positive experience.
Contributed by Christy O'Keefe.
NFL Brand Playoffs
In the upcoming round of the NFL playoffs, four teams will face off for a chance to play in the Super Bowl. But if it were a contest of brand strategy, which two teams would most deserve to compete on February 6th?
Names:
In the renaming of the New England Patriots in 1971 (originally the Boston Patriots), the Pats went from representing exclusively Massachusetts to encompassing New Hampshire, Vermont, Maine, Rhode Island, and Connecticut – a move that helped expand the brand’s fan base. The name ‘Patriots’ reflects back on the foundation of our country, when we valiantly defended our rights in a struggle for independence. By tying themselves to a national sentiment, the Patriots have a name that evokes emotion – fierce pride and loyalty – which can be felt from the entire nation. The name provides an avenue for traditions like The End Zone Militia (firing guns after a New England touchdown). The kind of traditions that develop loyalty and passion.
The Baltimore Ravens are named after the famous poem “The Raven” by Edgar Allen Poe, who spent his last few years in Baltimore. Personally, the poem doesn’t exactly bring to mind the ruggedness that a football game should carry. And ironically, Poe’s biography mentions the fact that he considered himself a “Bostonian”, not a Baltimore native. Nevertheless, a raven is not an animal to be messed with.
Logos:
The Patriot’s Logo is strong, simple and patriotic. It is recognizable and speaks to the dominance of their team by using bold colors and sharp lines. Using the colors of the American flag reinforces the national prominence of the team and reflects their strength and determination.
The Raven’s logo represents winning characteristics – bold and strong. While the logo may clearly be a raven, it lacks any personal or human connection. Alex Barrett, a writer for The Bleacher Report ranked the logo 26th in the NFL - “Despite the great purple / gold color scheme, we have a casual looking bird with a beak way too big and cheeks that look like they’re storing nuts for the winter.”
Winner:
With a stronger logo and a name that evokes pride and loyalty, the New England Patriots get my vote for the AFC Champions of branding.
Names:
The New York Giants, named after the baseball team formerly located in the Big Apple before their move to San Francisco in 1957, have one of the more abstract names in the NFL. While the name may have meant something to the baseball team, for the football team it is simply a hand-me-down. It may be seen as intimidating, but the name ‘Giants’ does not evoke any meaningful emotions on its own.
The 49ers, in a similar way to the Patriots, have history on their side. Their name brings to mind the glory days of the California gold rush, when there was nothing but hope of riches and a pioneer spirit. Again, this is something fans can reflect upon, which helps create a stronger connection to the team. However, the historical reference is not an obvious one, and without an understanding of the background you might wonder about the strange name.
Logos:
It’s difficult to illustrate an actual ‘giant’ in a logo, so New York leverages its initials in the design. But the lowercase letters and simplified design seem to contradict the message in the name. While “Giants” implies strength, intimidation and stature, the logo makes the team feel small and unassuming. Barrett argues that the team should have stuck with their old logo, “I didn’t much care for the logo from 1999 that looked exactly the same, but just spelled out ‘GIANTS,’ but looking back I think it was just a bit better.”
As with The Giants, making a logo for a name like 49ers is a challenge. To me, this logo doesn’t say “intimidating football team” - it could be a logo for anything. Barrett, however, finds merit in its simplicity, “I have always been a fan of the burgundy and gold color scheme. It is plain, yes; but it is also classy and one of the only good ‘oval’ logos left.”
Winner:
It was a close one, but the 49ers win by a margin for the historical significance of their name and for the bold simplicity of their logo.
Patriots vs. 49ers?
As far as the 2012 Super Bowl of branding goes, I have to go with the Patriots. I think the history behind their name and the boldness of their logo are unstoppable.
Did I mention that I'm a Pats fan?
Contributed by Christy O'Keefe