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Ten ways brands are saying Olympics without saying “Olympics”: How to free ride the games vibe without stepping on any toes

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If you are a fan of our monthly newsletter or just a casual enthusiast, you probably know that we led our most recent August edition with the do’s and don’ts for brands that want to free ride the social media wave during the Rio 2016 Olympics. Well, despite a boatload of copyright restrictions from the IOC and their paid sponsors when it comes to mentioning your brand alongside anything Olympics related, some clever companies are still jumping onboard, making waves and avoiding the long arm of the intellectual property law. It’s living proof that the iconic nature of the games gives you the ability to conjure associations using all sorts of ideas that aren’t trademarked and do not require a logo. You need to think on the fly. It’s a little bit like Pictionary. But as we all know, sometimes finding the simplest way to get the idea across can be the hardest thing to do of all. Except for us—we were #phelpsface-ing it up before it was even cool. Although, truth be told, it might have been all of the early Spring road construction projects around here.

Read the full article on Adweek here

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It’s what’s inside that matters: A note to self for a contemplative August afternoon

contemplative_BlogFullWith all this talk of mindfulness and taking advantage of the serenity of summer to explore and expand the inner soul, we would like to take you deep within—your own company. The Tao of whatever it is you do, as it were. At Spyglass, we hold true to the concept that your brand is only as good as the engagement by your own internal team. We not only stress the idea, we craft the message, define the mediums, and help many companies make it happen. After all, if your own people don’t believe it, why would anybody else?. Employee brand engagement and communications are among the most neglected elements of a company’s marketing plan. We’ve shown scores of companies how to bring everybody along for the ride. It’s more fun that way anyway. So, while people are vacationing and getting tan, rested and ready for a massive fourth-quarter push, may we provide a concise reminder of the importance of the element within so you are prepared for the next leap forward.

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Spyglass Prediction: Peace, love and happy brand new year

CSNYBlogFullFeels like a flashback, man. Back in 1970 when Crosby, Stills, Nash & Young released Déjà vu with the track “Almost Cut My Hair”, they were talking about savoring the good mojo of the 1960s. It was the peoples’ movement. Promoting the idea that being yourself and not being ashamed about it was where it was at. Letting your long hair, or as CSNY called it, your “freak flag”, fly. Now here we are in 2015, and the rapidly emerging mantra for brands is one the sixties counterculture embraced: people power and individualism. For companies, this means being human, being yourself and keeping it real. Welcome to 2015, the Woodstock year of brand building. Where brands succeed with a healthy mix of transparency, warts-and-all honesty and acting the way real people act. Giving customers the freedom to interact with your brand in ways they prefer. Looks like it’s time to forget about keeping up with the Dow Joneses. Time to embrace what makes your brand unique. And most importantly, being creative about how you express what makes you different. We’re down with that. Peace, love … and happy brand new year.

See other predictions for 2015

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Ugh to Krug: What happens when brands try too hard to Burn

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Read a short, but excellent explanation of why Burning Man wants to keep brands from commodifying the last non-commodified experience on earth.

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Sending branded emails? You should read this

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For any brand, advertising via email and other digital channels is a must. You’re probably already doing it, so you know it can be one of the most inexpensive and customer-preferred ways to engage. It’s targeted, timely and works on mobile—so you can connect anytime and your audience can view content at their own convenience. Unfortunately, a lot of businesses are taking a shot in the dark. Here are five ways to sound like you know what you’re talking about when it comes to branded emails and to shed some serious moonlight on best practices.

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Spyglass preps for Burning Man 2014: RVs are ready, Orange Yeti is in production

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For the uninitiated, Burning Man is an annual event that takes place the week leading up to and including Labor Day, in Nevada’s Black Rock Desert. The event is about art, self-expression, and self-reliance (with shhhhh: a hint of imaginative commercialism as well). Spyglass will be there with, among other things, a large orange yeti and two RVs named Miss Jocelyn and Miss Jenna. We’ll be exploring the expression of a brand in all its forms, and we can’t wait to see how other entrepreneurs are pushing the envelope. See what some other brilliant minds have in store for the event. At Burning Man, people don’t just dream up giant cool stuff, they go out and do it–and do it well. Subscibe to our blog to follow our journey.

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Does your brand sound tasty enough?

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Researchers found that sentences containing words that invoke taste-activated areas known to be associated with emotional processing, also spark increased brain activity. Learn more about the conceptual effect of metaphors. Yum. We think.

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Top 3 ways to have an endless brand summer

EndlessSummer_FullSizeHello Dude, thanks for coming. Here we are, kicking the tires on Q2 of 2014. Everyone has heard enough about winter. It was colder in Atlanta than Moscow, and that’s saying something. With the deep freeze ebbing, it’s time to roll out the proverbial brand tanning lotion and put a healthy glow on your business. Here’s how-

1. Grill yourself. 
Ask yourself what you could do to connect the dots and use spring as way to build your team. Yes, a BBQ is cool, but do it somewhere fun and have a theme. Like, “Banzai !”

2. Turn the heat up. Everyone gets a little lazy during the summer. Peeps go on autopilot. Create a reason to rally. Set some sales and marketing goals. Let people ring a bell.

3. Bring some condiments. Your team doesn’t work just for the love of the game. Set some incentives. Put some relish on the hot dog. Create a theme, make some t-shirts, and put a carrot on the stick. Tell people they can enjoy summer hours even more when they help your business accomplish a few key summer goals.

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Top 3 reasons to squeeze more C in your B-to-B

Squeez_FullSizeSpyglass does a lot of strategic marketing for businesses that sell exclusively to other businesses. Whether it’s health care, manufacturing, travel, or technology, one thing always holds true: companies want a more exciting story to tell that is simple, compelling and cuts to the chase. Here’s why.

1. Reward the attentive. Even if you’re selling a business-to-business service, you need to reward the prospect for giving you a nanosecond of interest. That means, being conversational, real and having a sense of humor.

2. Be sexier than you think you are. Today, every business is a retail business. Whatever you’re selling, it needs to look sexier. You have a more attractive proposition than you think. Find out why your brand is attractive, and flaunt it.

3. Act like you like yourself. If you don’t like what your business does for your customers, why should anyone else? All too often our clients say, “everyone says that.” Yeah, well, say it cooler and mean it.

Now, regroup. And watch this smashing video. B-to-B-to-C thinking.

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Why your brand should fly like a rock star.

LedZepp_Blog_FullSizeBuy a corporate jet. Here’s why. Turns out deprecation and government tax breaks are your best friend when it comes to the jet-set life. Twist the right knobs on your brand refresh, and this could be you. I know people who can help.

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