New Traditions: The Trend of “Southern” Brands
Today's post comes from guest blogger Drew Maurer, Verbal Branding Intern at Addison Whitney
“Modern. Southern. Style.” This is the tagline for southern retail giant Belk, which could also easily describe a score of the men’s clothing manufacturers (many of whom have the word “Southern” in their names) sold within Belk stores.
Popular brands like Southern Proper, Southern Tide and Southern Marsh market themselves with a combination of a sense of heritage and a distinctly southern character to appeal to the collegiate and young professional market. This strategy has proven extremely successful, and these brands have become ubiquitous on college campuses and in post-grad life throughout the southeast.
One of the key strategies these brands have used to become successful is the way they’ve incorporated this aspect of their names throughout their brands to create distinct brand identities that resonate with consumers. The sense of southern identity and heritage embodied in the brand names extends throughout the brand identities.
For example, Southern Proper, a company that started out selling ties and caters specifically to the collegiate market, appeals to “history and heritage” throughout its brand literature, and
brands its styles of ties with the names “beaus” and “gents.” They show how to take the ideals embodied by a brand name and extend them throughout the rest of the brand and product line to create a unified brand identity.
Similarly, Southern Tide, who is also oriented towards a younger, collegiate demographic, describes its founding principles as “craftsmanship, clean lines, classic designs, and rich heritage” and 
calls its flagship polo shirt the Skipjack. The company successfully leveraged this name into a coherent and consistent brand identity branding all their products with the distinctive skipjack logo, and appealing to the freedom of the ocean and “an affection for the coast” in their brand identity language, tying their product names, brand name, and company ethos together.
Southern Marsh, another brand that has built its brand identity around an evocative name and sense of southern heritage, appeals more directly to a certain 
sense of leisure and comfort. On their website they characterize the Southern Marsh wearer as someone who wants to “escape the hustle and bustle of city life” and describes their customers as “the friends getting up at 4 a.m. to make it to the blind before sunrise.” Southern Marsh, like its competitors, sells a laid-back lifestyle built upon a sense of southern heritage and tradition.
Despite their relatively recent emergence (all three were founded in the past decade), these brands have successfully leveraged a distinct sense of southern heritage into a profitable and prominent following among collegiate and younger professional men.
All of these brands have specifically used strong focused naming strategies to build their brand identity and equity. By starting with evocative names like Southern Proper, Southern Tide, and Southern Marsh, and building brands around those images, these companies have been able to sell a sense of comfort and familiarity that is unique.
They cultivate an image that is masculine, but not rugged, stylish without being trendy, and classic, but not stuffy. Characterized by bright colors, bold patterns and clean lines, these are pieces designed to transition seamlessly from the office to happy hour to a summer barbecue, and look great along the way.
Image Sources:
Feature Image
Southern Marsh Logo
Southern Tide Logo
Southern Proper Logo
Addison Whitney is a global branding firm with a passion for building strong brands.
To learn more about Addison Whitney, visit our website at AddisonWhitney.com, or contact us here.
Build Equity in Your Personal Brand
Build Equity in Your Personal Brand
By Guest Blogger: Lindsey Freedman 
Today as I walked into work, I couldn't help but notice the Starbucks cup in my hand, the iPhone I was texting on and the Nike fuel band on my wrist. As a society we are fixated with brands; we are walking advertisements for the brands we love. However, do these certain brands define our own personal brand?
Personal branding is a phrase that has been tossed around a lot lately. But what is it? Is it the items we associate ourselves with, or the profiles we manage on the internet? Forbes says, “Your personal brand is all about who you are and what you want to be known for.”
To be competitive in today’s work force a personal brand is essential. Personal branding is more than a strategic social media presence. It is defining who you are and what your goals are while establishing authenticity. “Authenticity is as essential an ingredient to personal branding as eggs are to omelets,” says William Arruda, a Forbes contributor.
A personal brand is important because it advances careers, develops leadership and builds equity. A Forbes survey determined that 15 percent of employees have truly defined their personal brand, while 5 percent are living their brand every day at the workplace. Glenn Llopis, a Forbes writer, says that living through the “lens of the brand” will help one become aware of their presence.
To positively construct your personal brand there are a number of factors to consider and business objectives to define. Below are just a few tips for establishing your personal brand:
1. Discover your brand mantra
A brand mantra is the “heart and soul” of your brand according to professional Kevin Keller. It is an important step in defining your personal brand. A brand mantra is reminiscent of a mission statement. An example would be Oprah Winfrey: “an American television hostess, entrepreneur and avid gardener”. This will help define the foundation of your brand and your intended message.
2. Create your brand
Creating a personal brand includes executing paper and online initiatives. It is important to examine all social media platforms and create a consistent voice and message. According to Career Builders, 48 percent of employers Google candidates’ online portfolios and social media platforms. Additionally, 51 percent of employers have not hired a candidate because of their social media profiles, according to Bloomberg Business Week. Therefore, online portfolios that are strategic and consistent are more important than ever. The same idea goes for print work that includes cover letters, resumes and business cards. A consistent message across multiple platforms will only enhance your personal brand’s identity.
3. Invest in your own brand
After determining your brand, it is important to be consistent and believe in your message. “In fact, those who have defined and live their personal brand will more naturally demonstrate executive presence and as such may find themselves advancing more quickly at work,” says Llopis. Executing your brand consistently is a leadership quality and will help define your career and goals moving forward.
For more tips on personal branding examine the A,B,C’s of Personal Branding infographic provided by Placester and Feldman Creative. Here at Addison Whitney we love watching brands become successful and thrive. So why shouldn't your own personal brand gain the same benefits?
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Sources
"The First Step to Building Your Brand"- Forbes
"Personal Branding Is A Leadership Requirement, Not a Self-Promotion Campaign"- Forbes
"7 Questions To Ask When Uncovering Your Personal Brand"- Forbes
"New Survey Reveals Job Interview Stats: 48 Percent of Employers Google Candidates"- Media Bistro
"Number of Employers Passing on Applicants Due to Social Media Posts Continues to Rise, According to New CareerBuilder Survey"- Bloomberg Buisnessweek
Brand Collaborations: The Innovative Movement in Branding
Brand Collaborations: The Innovative Movement in Branding
Guest Blogger: Lindsey Freedman
Google Glass & Diane von Furstenberg, Starbucks & Duracell, Hershey & Betty Crocker, are all examples of popular brand collaborations. As discussed in our previous post on Fitbit and Tory Burch, brand collaborations are occurring more because of the potential effects on brand equity and expanding target audiences.
According to Michelle Greenwald of Inc., this trend began in the 1990s when Lexus offered interior options by famous fashion retailer, Coach. Fast forward to 2014 and this trend now expands through numerous industries including retail, cosmetics, healthcare, food and more.
Brand collaborations, or partnership marketing, provides exposure across multiple brand channels and expands target audiences. The study also shows that co-branding enhances brand positioning, challenges perceptions and advances brand equity.
For example, a recent study by Mediator, a London- based agency, revealed that 80 percent of respondents consider collaborations a high return on investments. Furthermore, 83 percent of respondents agree that collaborations are overall effective.
To successfully collaborate with another brand there are a number of factors to consider and business objectives to define but below are some tips for valuable co-branding endeavors:
1. Align your corporation with a comparable organization.
The most successful brand collaborations involve corporations that share similar visions. Mutual interests create an authentic relationship that is easily received by target audiences. For example, Apple and Nike’s Nike +iPod Sports Kit fulfilled a deficit in the fitness market. Both corporations are leaders in their respective industries, thus their collaboration expanded audiences. As of 2013 there were 18 million Nike+ users and the collaboration has been on-going since 2006.
“Look for brand fit not only from the perspective of attributes and benefits but also with respect to core values and corporate philosophies,” said Steve McKeee, President of Mckee Wallwork and a Bloomberg Business columnist
2. Outline goals that compliment both brands.
A clear set of goals will guide and organize the business endeavor. Also, mapping out shared interest will focus the collaboration. It is important to develop goals and guidelines that align with your own business practices and ethics. This will help create a swift transition and protect your own brand. A great tool is a co-branding manual; many corporations, such as AT&T, have co-branding guidelines to help direct managers.
3. Use brand collaborations cautiously and sparingly.
Research is the key to creating valuable brand collaborations. Brand collaborations have the potential to be unbelievably successful and develop further brand equity. However, if executed incorrectly they can have a dramatic effect on your audience’s perceptions. Research is important when aligning with another organization to avoid negative partnerships.
Co-branding endeavors add a level of engagement that traditional communications strategies are not able to provide. They create a powerful effect across multiple marketplaces. Do you think this trend strengthens brand equity, or will this movement soon fade out?
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Sources
"Whitepaper by Mediator"- The Drum
"Twenty Co-branding Examples" - Bloomberg Business Week.
"The Pro's and Con's of Branding"- Bloomberg Business Week.
"The Secrets of Successful Co-Brands"- Inc.
"4 Lessons on Co-Branding To Co-Crush The Competition"- The Fast Company
"18 Million People are Using Nike+ to Track Their Fitness"- The Fast Company
Real-Time Marketing: Making It Work For Pharma Branders
Real-Time Marketing: Making It Work For Pharma Branders
Let’s start by creating a baseline for this topic. What is real-time marketing (RTM)? Of all the attempts to define this marketing strategy, a blog post from Evergage sums it up quite nicely: RTM is “…the practice of brands engaging their audience via content, advertising, and product placement that is relevant to a specific current event or cultural happening. The content is most often in the form of a “meme” or graphic advertisement shared through social media channels.”
An easy example? Oreo’s infamous tweet during last year’s Super Bowl.
When we start to look at RTM (sometimes referred to as viral marketing) through a healthcare lens, we need to dig a bit deeper. Pharmaceutical branding is inherently complicated. The industry is overflowing with rules, regulations and guidance – all of which make marketing a bit challenging. And because of these parameters, real-time marketing, as explained by Evergage, seems somewhat elusive.
But, it really is all about perspective. Mashable frames it up a bit differently.
“…real-time marketing success starts with a brand's day-to-day activity, not a single well-timed moment. Don't swing for the fences your very first time out. Implement small, real-time marketing initiatives on a regular basis; patiently teach your audience they can expect timely, relevant communications from your brand. Then, when a really big opportunity arises, your team is poised and ready to make the most of it.”
When considering in Mashable’s frame of reference, RTM and pharmaceutical branding seem to better coexist. This tactic becomes less about a cute response and more about being responsive – and proactively so. Pharmaceutical companies face an unfathomable number of questions from a variety of audiences – and comprehensive, strategic marketing efforts can go a long way to answering a lot of them before they’re even asked.
Pharma branders can utilize RTM by identifying opportunities that work within the confines of their industry – and by viewing those parameters as guideposts, rather than obstacles. A program like TEDMED is a great example of such an opportunity TEDMED brings together like-minded industry professionals and gives them a variety of platforms to promote their brands. Brands can use all of the tools of RTM to tell their story while they attend (or even just live stream) this kind of conference.
And, in order to succeed at RTM, you have to get comfortable with learning as you go along. The fundamental tactics of this type of strategy are content, social channels, mobile and video. Can’t focus on all four areas? Then specialize in one and grow from them. But, the key to real-time marketing is responsiveness – build a program around that and you’re more than on your way to a successful campaign.
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Sources
“Real-Time Marketing Isn’t What You Think It Is,” Evergage.
“Someone Give This Oreo Employee A Raise,” Mashable, Feb. 3, 2013.
“4 Steps to Explosive Real-Time Marketing,” Mashable, July 15, 2013.
“Real-Time Marketing Opportunities in Healthcare?,” brandgagement, May 7, 2013.
“2014: The Year of Digital Pharma?,” Pharmaceutical Executive, Jan. 23, 2014.
Is Brand Power Waning? (Part One)
Is Brand Power Waning? (Part One)
Guest Blogger: Ashley Wiederhold
An article in The New Yorker has raised some interesting questions: Despite all of the money, time, and energy that businesses invest in their brands, is brand power a thing of the past? Is the influence of a positive, strong brand waning?
The argument put forth by the author of the article is that brands have become less important as consumers have become better informed. The article reads: “It’s a truism of business-book thinking that a company’s brand is its ‘most important asset,’ more valuable than technology or patents or manufacturing prowess. But brands have never been more fragile. The reason is simple: consumers are supremely well informed and far more likely to investigate the real value of products than to rely on logos.”
The article goes on to assert that today’s consumers have access to “reams of research about whatever they want to buy.” Ultimately, the author argues, the Internet has provided an avenue through which consumers can read reviews, reports, research, and other data about companies and their products—and that these pieces of information, more than any brand image, shape consumer behavior.
It is certainly true that today’s consumers have the ability to read up on just about any product, service, or company that they choose. But to say that this is weakening brand power is to overlook the fact that today’s companies can use the Internet to strengthen a brand’s image, rather than allow the World Wide Web to detract from it.
When used correctly from a marketing standpoint, the Internet is an invaluable platform upon which businesses can build their brand’s image. Through websites, blogs, online articles, social networking sites, etc., today’s companies can spread information about their offerings, their values, and their mission on a larger scale than ever before.
But let’s take a second to look at the argument that the article asserts. Brand power can wane with an increase in consumers’ access to information if that brand is built upon nothing but a logo and a tagline. The key to strengthening a brand in today’s information-centric world is to understand that a successful brand should encompass more than a visual identity. It should borrow from and build upon:
-- The company’s reputation
-- The characteristics that make the company unique
-- The emotional impact that the company has on its target audience
-- How customers experience the products and services that the company has to offer
When approached this way, it’s easy to see how Internet-based content—online reviews, social media activity, etc.—can actually help strengthen a brand image. But this is only possible if the company in question upholds the values, mission, and other attributes with which its brand is associated. Otherwise, the loyalty of consumers will wane—just as brand power will deteriorate—as people start to understand that the image a company puts forth is not an accurate representation of the business. Now, more than ever, it’s imperative for companies to build brands that they can stand behind.
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Source
"Twilight of the Brands," The New Yorker
On Target: New 'Simply Balanced' Brand
While wandering around Target this weekend, I stumbled across a shiny, new brand, ‘Simply Balanced.’ Intrigued by the clean packaging, I wondered out loud, “What is this? I haven’t seen this brand before.” A Target employee was working in the same aisle and gave me a quick history lesson- the cleaner, fresh brand was replacing Archer Farms Simply Balanced line. (Confession: In all of my Target shopping, I never noticed an Archer Farms sub-brand product line, so I immediately felt the introduction of a stand-alone brand, separate from Archer Farms, was a good idea.)
When I came into work this morning, I did some digging on the new line. It looks like the brand was officially launched last month “…in response to the growing popularity of organic foods.”
The products include wholesome ingredients, and more than 40 percent of the assortment is organic. There are no products with hydrogenated or partially hydrogenated oils, high-fructose corn syrup, synthetic colors, artificial preservatives, artificial flavors or artificial sweeteners. And, the majority of Simply Balanced items are made without genetically modified organisms (GMOs).
From a brand perspective, this reflects a broader push by supermarkets and big-box retailers to improve the image of their store brands. Consumers have become increasingly accepting of store brands not merely as good values, but as just plain good. And they’re willing to pay more, at least compared with the old no-name brands of the past.
So, why did this brand catch my eye? At the simplest glance, the packaging has gotten a complete overhaul.
From old…
…to new…
And of course, one look at the ingredients made me quite happy to see Target committing to healthier food options.
To ensure understanding, Target has gone a step further and created frequently asked questions about the Simply Balanced brand. The positioning statement is clear and concise: The heart of the Simply Balanced brand is that it’s great-tasting, wholesome food with simple and recognizable ingredients.
And, Target’s site has a section dedicated to Simply Balanced. There are recipes using Simply Balanced products, as well as money-saving coupons.
We’ve written about private label brands several times on this blog, and I think this is a bit of a peek into the future. The bland, lower quality, boring store brands are history, and new, swankier, smarter brands are becoming a reality.
Sources
“Simply Balanced: Target’s wellness grocery brand,” Corporate.Target.com, https://goo.gl/15VNL
“Target To Launch Organic 'Simply Balanced' Brand,” HuffingtonPost.com, AP, https://goo.gl/FXBUf
“The Rise of the Swanky No-Name Brand,” Business.Time.com, Brad Tuttle, https://goo.gl/KLT9R
“Simply Balanced: Frequently Asked Questions,” Target.com, https://goo.gl/HGQR9
“Introducing Simply Balanced,” Target.com, https://goo.gl/0NjMf
Musical Festivals: A Branded Experience
In the 1960’s and 70’s, when music festivals began to rise in popularity, they were predominately about rebelling against commercial and corporate gimmicks, and primarily focused on peace, love and, of course, music. Fast forward to 2013 and corporate promotions and branded experiences are as synonymous with music festivals as the music itself.
Music festivals have become a multi-billion dollar industry and an excellent opportunity for brands to reach the hundreds-of-thousands of festival goers each year. Sponsorships for these festivals by big brands payoff for all parties involved. The festivals reap the benefits which, in turn, helps provide a better festival experience for attendees, and the attendees benefit from the amenities and giveaways (often festival essential) from the brands. What’s in it for the brands? Well, they gain awareness – and a lot of it.
A summer 2011 Havas Sports and Entertainment study and found that out of 2,244 respondents, only TWO didn’t notice any sponsorship while at a festival, 36 percent said they were more likely to purchase a sponsor’s product after experiencing their activation at the festival, and a whopping six out of every 10 brands on site could be recalled by fans.
Fredda Hurwitz, global VP of strategic planning, marketing & communications at Havas Sports commented: “Our research does much to dispel the view that music festivals are a dangerous arena for brand sponsors, and suggests brands are a welcome part of the festival experience if they develop activations that add value.”
Creating a memorable, exciting or unique experience at a music festival is what will set a successful sponsorship apart from those following the not-so-impactful route of traditional signage. When a fan attends a festival, they are seeking an experience, and that doesn’t stop at the bands they come to see, but is carried over to the brands they choose to interact with. There isn’t a right or wrong way to approach a festival sponsorship; to be successful, it just has to make sense. With summer music festivals kicking into high gear let’s take a look at three different types of brand sponsorships from one of the most popular (and branded) music festivals, Bonnaroo. You’ll see that each of these approaches provides a different, but equally creative way to promote brands.
- L’oreal Garnier Fructis: More than 80,000 people travel to a remote 700-acre farm in Tennessee each June for the Bonnaroo Music & Arts Festival. Knowing the attendees would be outside day and night listening music on multiple stages, Garnier Fructis provided practical services, such as free hair-washing and styling in a 40- by 40-foot air-conditioned tent. In an area where trees are scarce and the temperatures regularly reach 90+ degrees, the desire to cleanse yourself of yesterday’s sweat all of a sudden becomes pretty strong.
- Philips: Philips sponsored a silent disco at Bonnaroo. The company provided 400 of its new CitiScape Collection headphones for guests to wear to listen to tunes being spun by two DJs. In this situation attendees were able to experience firsthand the sound quality and silencing ability of the headphones in a fun, party-like atmosphere.
- Ford: Ford dubbed its tent at Bonnaroo "Destination Escape," playing on the name of its Escape vehicle that was displayed outside the tent. Inside, festivalgoers could cool off in the air-conditioned space, listen to live performances and charge their phones. While this essential phone charging service is not directly tied to what Ford’s Escape vehicle provides its users, it certainly generated a ton of exposure for the vehicle.
For additional info on other branded experiences at Bonnaroo, check out Bizbash’s slide show here, and to learn about sponsorships at other festivals, the online pub has produced a similar list extending past Bonnaroo.
Louboutin's Defense Brings Color Branding into Question
Considered one of the most interesting fashion intellectual property cases in history, French designer Christian Louboutin filed a suit in August against French fashion house Yves Saint Laurent in an effort to protect his signature red-soled shoe. Back in court on January 24th after appealing the decision made in August, Louboutin now must wait for the decision that will determine the fate of the brand equity associated with his red-sole trademark. The identity of Louboutin’s brand hinges on his use of red soles. Those who buy Christian Louboutin shoes know that to don a pair of red-soled shoes is to show your sense of fashion and your appreciation for luxury.
The case calls into question the universal legitimacy of trademarking colors. If a designer can own a name, a signature print, and a logo, then is a color any different? Louboutin was given a 2008 trademark on the use of “China Red” for the soles of his shoes, which is now being called into question. Not the only company with a trademarked color, Louboutin has gotten support from Tiffany & Co. who owns the famous robin egg blue of all its packaging.
In August of 2011, U.S. District Judge Victor Marrero denied Louboutin’s request that YSL be prohibited from continuing sales of its monochromatic red-soled shoes on the basis that, in fashion, color does more than identify the commercial source of a product; it serves a creative purpose. On Tuesday, January 24th, Louboutin was amongst a very well-dressed audience in court in Manhattan where his lawyer argued to appeal the ruling by Judge Marrero.
Without red soles, Louboutin has nothing but nicely made, beautiful shoes, which may be worth hundreds, but not the thousands of dollars they currently sell for. Taking his red soles away would be like taking away Polo’s pony logo or telling Lacoste that their green alligator was fair game for anyone. Color is a crucial element of brand identity and recognition. Why should an iconic placement of color be treated differently than a logo or name when it is just as essential to brand recognition for Christian Louboutin as the swoosh is for Nike?
Contributed by Christy O'Keefe
Brandverbs: The Highest Mark of Success?
When was the last time you said: "I'm going to go use a search engine to look up information on tonight's event." The answer to that is either never, or sometime circa the early 2000's, but since then it's more than likely that most Americans say "I'm going to go Google more information on tonight's event." And that is my friend is brandverbing.
Companies like Xerox, Hoover, and even Google have gone to great lengths to avoid their brands becoming verbs, but why? When a brand becomes a verb you know that it has reached mass market consumer recognition, so wouldn’t becoming so engrained in society that your brand becomes part of the language be the ultimate degree of success for a brand?
So while others have fought hard to keep their brand from becoming a verb others are spending a lot of time and resources to make sure their brand is used as verbs by consumers in everyday life and conversation. Enter: Vanguard; an investment company who in 2010 began a highly visible campaign to turn their brand name into a verb.
The move by Vanguard shows that they too recognize the significance and potential payoff for their brand to be used in everyday language just like Xerox or Google has now experienced. And unlike a brand becoming genericized like asprin, zipper, and escalator (yup, these were all trademarked brand names at one point) a brand that becomes a verb is more appealing than its generic counterpart and has less risk in losing its brand appeal. Seth Godin, American author and speaker, said: "people care much more about verbs than nouns. They care about things that move, that are happening, that change. They care about experiences and events and the way things make us feel. Nouns just sit there, inanimate lumps. Verbs are about wants and desires and wishes."
So if what Godin says is true, every brand should strive to be a brandverb when appropriate. After all a brand is more than a product or logo, a brand is about an experience and the expectations we have of that brand. So if becoming a brandverb will incite those feelings then what's the big deal? These days I believe becoming a brandverb is not a kiss of death but the mark of success.
The Future of Angry Birds
I told myself I wouldn’t get addicted to Angry Birds. But as soon as I demolished those squealing, snorting little pig targets, I knew I was hooked.
I'm not alone in my obsession; there are over 100 million users who play Angry Birds monthly. The game clearly has a loyal following, and has become a staple in American pop culture.
Rovio, the Finnish company who created the game, recently announced plans to take Angry Birds to the Chinese market. The company wants to increase brand awareness with a lofty goal – to become the first global entertainment brand with more than one billion fans.
Instead of creating new games and expanding the master brand's umbrella, however, Rovio wants to capitalize on Angry Birds alone. Game-themed plush toys, cookbooks, and even merchandise stores are in the works.
"We are betting everything on Angry Birds," Rovio CEO Peter Vesterbacka said unabashedly at the Casual Connect game show in Seattle.
Rovio is depending on Angry Birds' unusually expedient success to carry the company far. According to the aforementioned article, Angry Birds is the third most-pirated brand in China after Disney and Hello Kitty — a remarkable feat, given the game is less than two years old. Even more astonishing is that the game has grown faster than any other technological brand in history in terms of active users, according to Rovio's research data.
These impressive statistics, coupled with Angry Birds' addictive and quirky brand personality, make for a promising run in China. If the game is already raking in the kind of demand seen for massive, established brands like Disney and Hello Kitty, it’s effectively conveying a brand image of desirability and high regard.
But is Rovio, as a brand, being overshadowed by the Angry Birds brand itself? The company claims it wants a billion fans as an entertainment brand — but people may only become fans of Angry Birds, and not of Rovio, its creator. It will be interesting to see if Rovio's tactics will help the company’s brand gain prominence on its own as a gaming innovator, or if it will be always be eclipsed by the Angry Birds game.
Regardless, it's clear that reaching a wider audience of people is vital to Rovio's strategy.
"It’s not all about monetization now," Vesterbacka said. "It’s about keeping the fans coming back and building the brand."
Contributed by Allison Meeks