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July 27th, 2012

Chick-fil-Ain’t this interesting?

As Chick-fil-A works through its current PR nightmare involving everything from recalled Muppet toys, to an anti-gay company stance, to a fictitious Facebook user masquerading as a young girl named Abby Farle defending Chick-fil-A (see “her” posts below), we thought about a few lessons every company can take away from this. Save the waffles for breakfast. Pick a position and Read More…

March 29th, 2011

Before you blame the advertising.

How would you describe Burger King’s advertising? Creepy? Yes. Funny? The target would say, “heck yeah.” Viral? Absolutely. Effective? According to B.K., umm, no. Which is why they fired their longtime agency partner after six consecutive quarters of declining sales. All because of the advertising, right? Not exactly. Let’s consider a few variables in the purchase decision: price, packaging, perceived Read More…

March 15th, 2011

Listen to your smallest fans.

By Katie Riley, Brokaw Digital Media Strategist Among the amazing panelists at SXSW, I had the honor to hear Peter Vesterbacka, the creator of Angry Birds, the little-known app that now has a consumption rate equivalent of 1% of all U.S. TV consumption.  Vesterbacka attributes a portion of the game’s popularity to the fact that they listen to their fans.  Read More…

March 10th, 2011

Find your voice.

Do all of your tweets, ads, newsletters, point-of-sale materials, internal docs., etc. sound like they’re coming from the same company? Does your brand speak with one voice? Better question: do you have a voice? What is it? For instance, the voice we use for vitaminwater might be described as your “witty, enlightened b.f.f.” For University Hospitals, it’s more like “nationally-recognized Read More…

March 5th, 2011

Trust us . . . great relationships = great work

Why is there so much dismissively average work in the world today? Because it’s easier, faster, cheaper, and safer. Let’s face it, great work entails risk. And most of us want to avoid risk. So, how do we get our clients to take a leap of faith and do the kind of work that helps turn a local rustbelt dinosaur into Read More…

December 30th, 2010

This is facts

Served to you by Brokaw copywriter, Trish DiFrancoWith the first-ever personalized viral responses on YouTube, Old Spice took the throne this year for innovative interactive marketing campaign. You can expect even more creative social media optimization for 2011. In fact, eMarketer.com predicts U.S. social network ad spending is expected to jump up 2.09 billion, up 24.2% from 2010. Reuters predicts Read More…