Tag: Twitter

Image: Starbucks

What keeps people coming back to your brand?

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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March 18, 2013

Branding, Marketing, Social media

Volkswagen's "The Force" ad: big during the game, bigger online. (Image: Volkswagen)

Super Bowl advertising: spectacle is no longer enough

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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January 28, 2013

Advertising, Social media

Detail from TRAY's Holiday Giving Challenge home page

A simple, effective cause-campaign model for the holidays

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

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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October 8, 2012

Branding, Social media

Video still from a short film created by Hand Crank Films for the University of Washington's Foster School of Business

You have a great story. Tell it with video.

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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