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.
Jobs: Past and Present
Ask someone who Steve Jobs is and they’ll say the founder of Apple, the guy who gave us the iPod, iPhone and iPad, among so many other things. Some, like myself, will go as far as saying the guy who taught us the importance of a strong, consistent brand.
Tomorrow with the opening of JOBS, the official Steve Jobs movie, the world will get a look into the life of the great Steve Jobs.
To celebrate, let’s take a step back in time and enjoy a clip from the 2001 WWDC where Steve Jobs first unveiled the truly revolutionary iPod.
Still need a little more Steve Jobs? Check out the official trailer for JOBS. If you’re not already excited for this movie, I think this trailer will do the trick. Enjoy!
Netflix vs. Hulu vs. Amazon- A Streaming Showdown
Remember when you were limited to watching what was live on television? And the most you could record was on your VCR? Forget on-demand; you had to be home at a certain time if you wanted to catch a favorite show. Renting movies meant driving to your local Blockbuster or Hollywood Video, and even then, they didn’t always have what you were looking for.
Enter, Netflix: the first on the block to revolutionize the movie rental industry, followed years later by the likes of Hulu and Amazon Instant Video. These services have changed the game in both the movie and television industries, and watching their brands as they grow and evolve continues to be an interesting study in brand strategy.
Let’s take a closer look at each service, from its brand to the nitty-gritty details.
Netflix
Netflix was established in 1997 and started its subscription-based digital distribution service in 1999. By February 2007, Netflix announced its billionth DVD delivery and, as of April 2013, has 36.3 million subscribers worldwide, including 29.2 million U.S. subscribers. Subscriptions start at $7.99/month.
Netflix has built a strong brand history, with one infamous exception of Qwikster. In 2011, Netflix announced it was basically splitting in two: the new brand, Qwikster, would be the DVD-by-mail service, and the Netflix brand would be dedicated to streaming services only. Two brands, two bills, two websites = big headache. And the reaction from Netflix subscribers was acute. A few months later, they abandoned the Qwikster plan.
But, Netflix learned from its mistake and has spent the past two years growing its business for customers around the world, including the introduction of original programming.
Amazon Instant Video
This service started in 2006 as Amazon Unbox, became Amazon Video on Demand in 2008, and has since evolved into Amazon Instant Video with an estimated 10 million subscribers. What’s unique about this service is, it’s a perk of an Amazon Prime membership. For $79/year, customers get free two-day shipping on Amazon.com orders, access to Amazon Instant Video and a free Kindle book to borrow each month from a lending library.
There is an obvious amount of equity in the Amazon name, and it seems like Amazon’s strategy is to continue to build on its master brand.
Hulu Plus
Hulu was founded in 2007 as a subscription service offering TV shows, movies, webisodes and other new media from NBC, Fox, ABC, TBS and other networks and studios. As of April 2013, Hulu has an estimated 4 million users and subscriptions are $7.99/month.
The name and brand are very intentional, as Jason Kilar, Hulu’s CEO explains:
“In Mandarin, Hulu has two interesting meanings, each highly relevant to our mission. The primary meaning interested us because it is used in an ancient Chinese proverb that describes the Hulu as the holder of precious things. It literally translates to “gourd,” and in ancient times, the Hulu was hollowed out and used to hold precious things. The secondary meaning is “interactive recording.” We saw both definitions as appropriate bookends and highly relevant to the mission of Hulu.”
So, Who Wins?
There’s no short answer to this as each offers something a little different from the other.
Netflix wins for its massive library of movies and TV. But, it also wins for original content. House of Cards, featuring Kevin Spacey, and the return of Arrested Development have pushed Netflix ahead in this space.
Hulu wins from a TV perspective offering the most recent episodes of shows the fastest.
And Amazon wins for price and perks. It’s the least expensive of the three and who doesn’t love two-day shipping?
But who wins from a branding perspective? Netflix. Hands down. While we commend Hulu’s efforts, it’s got a long way to go, and Amazon Instant Video feels more like a perk of Prime than a stand-alone service.
That said, consumers ultimately win because all three offer a wide variety of viewing options and each service’s extensive device support satisfies our need for on-the-go options. Happy viewing!
Sources
“5 of the Best Streaming Media Services Compared,” Mashable.com, Christina Warren, https://goo.gl/FU4pp
“By The Numbers: Netflix subscribers,” Yahoo! News, AP, https://goo.gl/UV2EY
“Hulu Says Number of Paid Subscribers Has Doubled,” NewYorkTimes.com, Brian Stelter, https://goo.gl/YJJJF
“Amazon Has An Estimated 10 Million Members For Its Surprisingly Profitable Prime Club,” BusinessInsider.com, Owen Thomas, https://goo.gl/dXRNM
“What’s in a name?,” Hulu.com, Jason Kilar, https://goo.gl/g0phQ
Birchbox Delivers Brand Satisfaction
They say good things come in small packages. With products ranging from Luna bars, perfume, earbuds, green tea and mascara, brands are seizing the opportunity to distribute product samples in a little package called, Birchbox.
Birchbox.com, is a subscription-based service that delivers a monthly box of beauty samples to your door for a small fee of $10 a month. This NYC centered business was founded by Katia Beauchamp and fellow Harvard alum Haley Barna in 2010. Birchbox chooses products based on a beauty profile you complete when you sign up. From a brand’s perspective, this is a way to upsell existing customers and to acquire new customers by putting the product in front of them that they may not otherwise have been exposed to. A recent box brought me a fun colored nail polish, Kate Spade perfume and a delicious-smelling hand cream. I was so excited to receive my box of goodies, it felt like Christmas as I opened it! In my opinion, Birchbox satisfied me as a customer as it delivered products that I currently use and a few I hadn’t experienced before. I loved the hand cream and bought it on the Birchbox website once my sample size diminished. Bottom line, both Birchbox and the brands benefitted from my purchase that day!
Birchbox has been on the market for two years and has seen rapid growth, both with new female consumers and new business partners, such as major brands like Kiehl’s and NARS. It offers a way for big brands to get their products into the hands of young, e-happy customers with money to spend. Over 200 brands have joined Birchbox because they see the benefit of pushing their products to female consumers each month. Brands such as Elizabeth Arden are scrambling to give away samples to Birchbox’s more than 100,000 subscribers as they see the value in distributing their products to females who love a new beauty item to brag about.
The startup has been so successful gaining female consumers that Birchbox Man launched in April 2012. Now, guys can sign up and, for $20 a month, get their own “Birchboxes.” Products shipped in the boxes will include shaving cream, cologne, headphones and watches, with more lifestyle and tech items planned for the future.
Birchbox is a place where brands can find new customers and engage with them in a very intimate environment-their homes. This subscription-based system introduces customers to small and large brands, helps smaller companies start to find their consumer base, and larger companies find new audiences.
For a small fee and new products shipped to your door each month, would you sign up for Birchbox?
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?
The Truth About the Uninvited Redesign
“The 'uninvited redesign' has become a fixture on the Internet over the past few years. It perpetuates the perfect symbiotic relationship between designer and audience: People love seeing what Wikipedia or Microsoft might look like in the hands of a genius, and designers love stretching their legs without the burden of a real client or brief.” – FastCo Design, August 2012
The uninvited redesign is something you could say we all do on some level. Those of us with any interest in branding and/or design pick apart almost any brand we encounter and think about all of the things we’d do differently to make it just a little bit better. And that’s where it ends, for most of us that is.
But the uninvited redesign has become a trend in the design and branding community that some of the most recognizable brands have become the subject of. An uninvited redesign occurs when a designer takes a brand and completely redesigns it to their liking without any contracts, financial obligations, and lastly, no solicitation from the client for the redesign. These are the greatest aspects of an uninvited redesign; there is essentially no pressure and input from the client; so designers are able to simply focus on the design and aesthetics of the brand without much regard to anything else. And what you end up with is a beautiful representation of all of the “could be’s and should be’s” for the brand. And boy, some of the uninvited redesigns that have been spread throughout the design community (Wikipedia, Microsoft, and American Airlines for example) are really pretty and have caused a clamoring for these brands to change.
So, before we go any farther let’s do a quick recap of an uninvited redesign: non-binding, zero cost, unsolicited, no pressure, and no client feedback. Sounds great if you’re a designer, doesn’t it? But what if you’re one of these brands that have now been subjected to seeing idealistic designs of your brand plastered all over the internet? You probably feel very differently than the designers that are knocking at your door to make all of their beautifully crafted changes.
If you’re a designer you’re taking a look at these brands through rose colored glasses so it’s relatively easy for you to say it should look this way or that way, but one really important thing that is missing is strategy behind those designs. Designers are critiquing existing brands without consideration to brand equity, strategy, longevity of the design, or solid research to warrant drastic changes. But if you’re someone who is responsible for said brands you don’t wear rose colored glasses, you’re faced with reality. Unfortunately for brands they have to navigate through all of the calls-for-changes that are near constant on the internet and make decisions for their brands not from an idealistic standpoint but from a business conscious point of view. Going through a complete redesign, especially for major brands, takes a lot of time and money and must have a sound business reason behind it – and no, because it looks pretty is not a sound business reason.
Making a decision about a complete redesign requires research and a proper strategy. It is easy to hear critics from all sorts of outlets calling for a redesign of your brand, but make sure you take the time to perform the necessary steps and have the foundation for both a proper and successful redesign. Once you’ve laid that foundation and have decided that a redesign will best position your brand for long-term success it will then be time to make it all come together through a well-defined and planned design strategy.
Cable Networks Rebrand to Stay Ahead of the Game
TV is a tough business, and the competition for both viewers and advertisers is cut throat. After all, they’re the two factors in keeping a station afloat. So with the ever-growing popularity of DVR, online programming, social media and an impressively long list of channels, the cable landscape is changing. And with that so too have the networks’ branding challenges.
Cable used to be defined by clear-cut niche programming and stations that replayed old movies, and syndicated sitcoms, but to keep up with each other the lines have blurred, and original (not to mention more diverse) content is starting to pop-up on cable networks at every click; which is exactly why networks are feeling the need to rebrand and reposition their brands more than ever before.
There is a growing list of channels overhauling their identities, but let’s take a deeper dive into these three examples below and see what they did to help set their networks apart from the competition.
In May 2012 TV Land the original station for those of us who love old sitcoms introduced an updated logo and new tagline “laugh more,” both of which were developed to broaden the TV Land brand and the programming it offered.
The logo speaks to the modernization of channel, and showcase that TV Land is about combining acquisitions and creating original sitcoms – all intended to make you, that’s right, laugh more.
E! Entertainment, one of the original purveyors of pop culture gossip (and everyone’s guilty pleasure) announced at their April 2012 upfront presentation that they would be introducing an updated logo and tagline. The new logo and tagline are intended to speak to the fact that E! has always been the epicenter of pop culture, and that the network’s next chapter is all about never letting anyone go a minute without their pop culture.
E! is also looking to rebrand itself on air by introducing scripted series and adding to its already existing reality and documentary series.
Of the three examples, Comedy Central’s rebrand is certainly the most drastic and has the best story to tell. Their old logo, the globe with buildings coming out of it, was hard to adjust into the digital age. One blogger wrote that the old Comedy Central logo was “like showing up in a Hawaiian shirt at a Fortune 500 company.” The old logo no longer fit the identity of the channel nor did it reach their younger audience.
The new logo, a “C” tucked inside an upside “C” bears a striking resemblance to the copyright symbol, which some have said shows the new Comedy Central logo subtly suggests that they’ve got a lock on laughs. Clever and funny, don’t you think? While at first glance this logo may not seem to capture what Comedy Central stands for, I bet now you might think differently.
Big Brands Creating Buzz
There’s been a lot of buzz in the media lately about big brands who are taking to advertising and social media as a way to express their corporate viewpoints and opinions. Many might argue that these big brands are participating in risky behavior. When you have millions of fans and followers on Facebook and Twitter alike and are broadcasting advertisements for millions to see, chances are high that your brand will generate both applause and dissent. In an age where breaking news is never further then a click, share, and post away, can creating controversy be considered a marketing tool? Let’s look into two brands who are exploring this very question.
On the night of Monday June 25th Oreo surprised their 26 million Facebook fans by posting a photo of an Oreo cookie stuffed with seven layers of rainbow frosting in honor of Gay Pride Month. The caption with the photo read, “Proudly Support Love!” In the four days that the photo has been present on Oreo’s timeline it has received 276, 727 likes, 53, 646 comments, and 86, 542 shares. “Kraft Foods has a proud history of celebrating diversity and inclusiveness. We feel the OREO ad is a fun reflection of our values. There has been a lot of buzz about the image, and it shows how relevant OREO is to people even after 100 years,” said Basil Maglaris, associate director of corporate affairs for Kraft. The feedback on the photo has been greatly mixed, receiving comments such as “I’ll never buy Oreos again.” to “Awesome! I’ve decided to go on an Oreo diet!” Regardless of negative feedback, analysts at Radian 6 reported that 81% of the responses across all social media sites were positive. Oreo’s page has also gained another one million Facebook fans in the four days since the picture was posted.
Another brand creating waves over expressing their opinion is Denny’s. In a recently run television advertisement, the company set out to explain some of the reasons why America is so great. Among these reasons they mention the right to bear arms, otherwise known as the hotly debated second amendment. The advertisement has a lighthearted and fun tone which has some speculating that they aren’t entirely serious; however conservatives and gun enthusiast alike are thrilled with Denny’s. The YouTube video of the spot has been flooded with positive feedback praising Denny’s and promising to eat there more often. “Awesome ad! I just heard you guys are actually supporters of my rights, I'll be coming to Denny's more.” one commenter wrote. However, there is no doubt that those with a negative viewpoint of the second amendment will soon put up a fight against the advertisement.
Although there is no shortage of controversy when it comes to brands publicly making a bold social or political statement some would argue that this type of attention, be it good or bad, can essentially be spun into a marketing strategy. Both of these brands released materials that quickly gained a lot of attention and thrust their brands in the spotlight. The exposure came with loads of support and thousands of consumers swearing to be faithful to these brands because of the opinions they expressed. Brands in this position would be smart to take advantage of the limelight while they have it to further re-enforce their value to consumers. Although it’s impossible to please your entire fan base and you are sure to encounter resistance along the way, big brands that stand up for what they believe in are sure to gain respect and maybe a few more fans along the way.
Contributed by Nicole Juliano
Facebook and Brands: A Match Made in Social Media Heaven
It’s the year 2012, and Facebook has acquired nearly 901 million users worldwide. That means that if Facebook users made their own country, they would be the third largest in the world! According to Search Engine Journal, users upload nearly 250 million photos, click the “Like” button 2.7 billion times, and spend roughly 20 minutes per visit every day on the site. As a brand, there is endless potential to reach current customers and their friends when your content is shared, liked and commented on. With so much user activity, it’s no wonder brands are spending a lot of time and money on their social media efforts. In an age where social media rules, Facebook helps businesses promote their brand more effectively by encouraging interaction with users – something that has become a must. Let’s take a look at a couple of different things Facebook is doing to make the site more brand-friendly.
Page Features
Many brands think that committing to a Facebook page will be too tedious of a task; however Facebook recently announced a few new features that businesses can use to help make managing their profile page easier once you get it set up. One new feature allows you to schedule future posts. Up until now, the only way to schedule a post was through a third-party application. Now you simply just click the clock icon in the status box and you can schedule a post, photo, or video up to six months in advance. Also, businesses can now pay a fee to have a post promoted. This means that the post will be shown in news feeds of the people who “Like” your page as well as anyone they are friends with, even if they haven’t “Liked” your page. Finally, businesses can now assign administrative roles to the people who help manage the page. There are five different roles you can potentially assign: manager, content creator, moderator, advertiser and insights analyst. All of these are added benefits to helping manage your page and maximize your exposure.
Display Advertising
If you’re thinking about advertising online, Facebook has to be one of the first considerations. It is the number one publisher of display advertisements, larger than Yahoo, Microsoft, Google, and AOL combined. Also, more than one million different websites are integrated into Facebook, making it the go-to site for consumers seeking ease and accessibility. Display advertising on Facebook can be extremely efficient due to the fact that it lets you specifically select your target audience by customizing important location, demographic and user interest information in order to ensure you reach the right people. Your ad will be shown regardless of what Facebook page they are viewing, which means greater exposure to those who will actually be interested in your brand.
Sum up
In today’s social media obsessed world, the question isn’t why you need Facebook; it’s why in the world aren’t you already on Facebook? Although your brand’s Facebook page is essentially a professional profile page, it should be treated as more of a social tool than if it were simply your regular website. Users and fans alike are able to ask questions, interact with content, see photos from behind-the-scenes, and watch cool videos related to your brand. Show fans a different and more interactive side of your business and Facebook will no doubt be a contributing factor to your success.
Contributed By: Nicole Juliano
Top Three Tips for Internal Branding
One of the keys to building a successful brand externally is to build your brand internally. Not only do your employees live and breathe the brand each day, but they are the ones communicating it to your current and future customers. So how do you develop a successful internal branding campaign? Here are a few tips.
- Provide easy to understand and easy to access tools. These tools could be as simple as a rack card at each employee’s desk or educational pages on your company’s intranet.
- Engage team members from multiple departments. Ask department leaders to highlight employees who are enthusiastic and willing to carry the brand flag within the team. Then educate these brand ambassadors on the brand and how to talk to their coworkers about the value of the organization’s brand.
- Do it once, twice, three times and don’t stop. Internal branding is not something that can be done once and be considered successful. If it is just done once, employees may just see it as a campaign. Regularly communicating about the brand will help engrain it in your organization’s culture. Consider highlighting a different organization benefit or value each month, explaining its value and showing examples of how the brand is lived each day by employees.
When your employees believe it, your customers and future customers will notice. By tapping into your greatest brand implementation tool – your workforce – your organization will not only be singing from the same hymn book (pardon my Southern phrasing), but so will your customers.
