BLOG HOME> Monthly Archives: April 2015

No squinting required: New York Times to keep it brief for Apple Watch

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Headlines fit for a watch? Yes, we have a dedicated effort coming out of the New York Times, the first big news publisher to declare itself Apple Watch-friendly. The story is a clever news coup for a big time brand in the world of the written word who show they are making every effort to keep up with the times. An “early adopter” as we like to call it in the business. It’s also cool on another level because short concise headlines are what brand marketing is all about. Mark Twain once said, “Writing is easy, you just have to cross out the wrong words.” If only it were that easy. But we do know one thing, in this modern world of time saving acronyms and shrinking attention spans, we all want people to get to the point faster.

See what wrist-sized headlines look like here

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Is your website mobile-friendly? Google’s new tool fast-tracks the answer

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No question about it, having a mobile-friendly website is vital to any brand and pretty much table stakes rather than a “nice-to-have” feature. Now, there’s a virtually instantaneous way to find out if you have the right stuff when it comes to your website. Plug in any url and in a matter of moments, you’ve got the answer. The algorithm uses over 200 factors to determine mobile-friendliness. This new testing tool, set for full rollout on April 21st, will likely light a fire under those sad stragglers who haven’t made the conversion yet. If you’re one of them, we can help you turn that mobile-unfriendly frown upside down.

There are several solutions. You can build a separate mobile site or create an app, but the most economical solution, and most popular, is responsive design. Since there are a multitude of screen sizes—phones, phablets, tablets, consoles, TVs and more—responsive design makes sure your content adapts to every screen size. The responsive design’s layout changes, depending on the size and technology of the device. The bottom line is, mobile-friendly isn’t just for online retailers and newspapers anymore. It’s a must for every brand that wants to make a good first impression and show that they have their customer’s and prospect’s best interests in mind when they designed their website.

Read a quick overview of the new Google tool

Take it for a test drive

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Brand police: Dominos uses mobile app to get the pizza-loving-public to turn up the heat on their franchises

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Dominos has a new logo. They ditched the “pizza” from the Domino in a move to show the world that they do more than just spin crusts. Hoagies and wings and pasta, oh my! Maybe you’ve seen the TV spot. Dominos makes the puzzling move to destroy their old logo, cut from a building marquee only to plummet and explode on the sidewalk below. Gutsy. But it’s the social campaign where the genius really kicks in. Dominos asks consumers to become informants—to police their franchises for off-brand signage.

People who post an Instagram photo of any Domino’s franchise sporting the old logo can win Dominos pizza for life. At first blush, you could think this tattletale public shaming is counterintuitive. But you’d be wrong. First of all, your brand informants are advertising not just their love of Dominos but the nearest location, and are creating a new conversation.

This is brand engagement solid gold. It instigates an aha-moment in a powerful way—sick of pizza? You’ve got options. You quickly forget how you got there. Plus, it feeds the trolling beast, allowing consumers to experience the thrill of corporate social media shaming, likely oblivious to the fact that the corporation is behind its own public flogging.

The new Brand Informant campaign is being picked up by news outlets from across the spectrum, so the unpaid media upside is also massive. You could quibble about pizza for life in a “let’s move away from pizza” effort, but chicken carbonara for life doesn’t sound as good. When it comes to buzz, this is a cool move, anyway you slice it.

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Need more anything? Now there’s a button for that

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Talk about remote control. Amazon Dash, is a new push-button auto-replenishment service that package good retailers are hoping will make brand loyalty automatic. Seems like science fiction, but it’s not. It’s a button that literally mounts to devices such as washers, water softeners and refrigerators to make ordering supplies simple and on-the-spot. It’s a brand button. You push it, Amazon ships it. No word yet on whether it will be delivered by a drone. The FAA is still sorting that one out.

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