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September 2014

Viewing posts from September , 2014

Native Advertising: Like Twizzlers and Guacamole

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Let’s do a quick word association exercise. I say, “native advertising,” and you say…

 

OK, now. No cursing, please.

 

Native advertising means different things to different people. Unfortunately, much of it isn’t good. Due in large part to marketers and online publishers both struggling to adapt to a rapidly changing media landscape, native advertising, one of brand integration’s many children, quickly grew into an unwieldy beast.

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What Makes a Brand Cool? Social Proof

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Like the guy who helpfully informs others that he’s actually kind of a big deal, brands that overtly state their coolness usually achieve the opposite. You can’t ascribe yourself coolness. It’s not yours to give.

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