Deliverables: A Branding & Marketing Blog

Tag: Twitter

What keeps people coming back to your brand?

March 18, 2013 | by Ralph Allora
Image: Starbucks

BrandChannel recently wrote about the intriguingly one-way relationship between Starbucks and its community of loyal fans. The coffee giant has managed to become one of the world’s most beloved brands despite the fact that, as BrandChannel points out, “they don’t even try that hard.” Take social media, for example. Here, Starbucks seems to break all […]

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Super Bowl advertising: spectacle is no longer enough

January 28, 2013 | by Ralph Allora
Volkswagen's "The Force" ad: big during the game, bigger online. (Image: Volkswagen)

For years, Super Bowl commercials were self-contained phenomena — products in and of themselves. With glitzy, big-budget productions and celebrity cameos, their mission was simple: build hype and brand awareness. The call to action in these ads, if one was mentioned at all, was a standard push to retail: take a test drive at your […]

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A simple, effective cause-campaign model for the holidays

October 18, 2012 | by Ralph Allora
Detail from TRAY's Holiday Giving Challenge home page

With the holiday season just a few weeks away, your company might be looking to do something different this year. Something more meaningful. Something that gets your employees, customers and suppliers motivated about raising money for great causes. Something that also delivers the side benefit of generating goodwill and awareness for your company. We’d humbly […]

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KitchenAid and StubHub discover the perils of social media

October 8, 2012 | by Ralph Allora
KitchenAid: the latest brand to be run through the mixer by a tweeting employee

Over the course of 48 hours last week, we saw not one but two examples of the PR nightmare that can befall a brand when employees have unfettered access to the company’s Twitter account. You’ve probably heard about the incident regarding appliance-maker KitchenAid, in which someone using the brand’s official Twitter account live-tweeted a tasteless […]

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You have a great story. Tell it with video.

August 30, 2012 | by TRAY creative
Video still from a short film created by Hand Crank Films for the University of Washington's Foster School of Business

At our core, TRAY helps brands share their stories with the world. And few forms of modern storytelling are more expressive, more accessible and more sought-after than video. TRAY’s friends at the video production company Hand Crank Films are experts at telling stories via video, including a moving, award-winning PSA called “9/11 Happened to Us […]

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