Reimagining Barbie: Mattel asks your little girl, “What do you want to be?”

Barbie goes back to its roots for a new marketing push this holiday season. Barbie’s creator, Ruth Handler, explained, “my whole philosophy behind Barbie was that, through the doll, the little girl could be anything that she wanted to be. … Continue reading

Brand Confusion? Just Alpha Up. That’s What Google Did.


When the name of your company has become the verb that everyone and (quite literally) their mother uses to talk about searching for something, you’re going to face a lot of difficulty introducing a new product line like tech’s best Utopian dreams.

And just to make sure you don’t run out of opportunities for naming of these new lines, you’ll need to pick something that’s multi-faceted, universal and just as unique as your current brand. It’s got to be something that everyone can relate to and recognize as fundamental, foundational and necessary for every day life.

Enter, Alphabet. What other name can you think of that has 26 pre-included hooks (read: letters) to name businesses and services after. While Google hasn’t made an official statement saying that they intend to designate a venture under each letter, Tech Crunch takes a stab at listing possibilities.

Among the most interesting alphabetical call-outs are Calico, a bio-engineering fountain of hoped youth, Makani, kites that take advantage of wind power and Vehicles (Google self-driving car). Coming later to the punch during the week, BMW, which is also owns an Alphabet of their own suited up and delivered their own A-B-Cs of their Alphabet service, you can see it here.

Whether the search giant is merely keeping with their consistent theme of fundamentals or strategically chose a name that opens their brand to limited possibilities, only time will tell. What’s for sure is that they’re willing to step on the toes of BMW and an eCommerce-based distributor (think: everything you need from a to z) in their new larger than life branding schema.

T-Mobile Ups the Stakes in the #NeverSettle Match

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While AT&T and Verizon are duking it out for customers, T-Mobile jumps into the fight to give consumers yet another option. Calling itself, the “un-carrier,” the telecommunications company is looking to persuade diehard Verizon fans to switch to their service with this tempting offer: try the T-mobile network risk free BEFORE switching.

The #neversettle trial offer started in the middle of May and will extend until June 27th allowing Verizon customers to port their numbers to the T-Mobile network for 14 days. If trialers like their experience, T-mobile will pay for their early terminations fees sanctioned by Verizon (that’s up to $650.00!). Even, if they decide not to go with T-mobile, T-mobile will pay any Verizon re-activation charges.


The average consumer can be set adrift by any ad campaign that keys into their instinctual needs and desires (read: I need cheap phone service). But, when you throw in benefit-rich, emotionally-driven, value-compatible messaging (read: We’ll take care of you and give you the freedom you desire, we’re the “un-carrier”), even the savviest technophile may start to consider alternative options.

What’s of more interest is T-mobile’s use of the same hashtag that Verizon featured in their commericals: #Neversettle. Hashtags aren’t trademarked or reserved in any way (at least not yet) and they are an easy way to catalogue all of the conversations that are happening and content that’s being created surrounding the topic. What’s more, T-Mobile has turned the #neversettle hashtag on it’s head to include #NeversettleforVerizon.

What’s great about America is that our advertisements are far less regulated that other countries. You’d never get away with directly challenging the competition in other countries’ campaigns.

See the #Neversettleforverzion ad here:

Will you give T-Mobile a try this month? I probably won’t, but, I do applaud them on their savvy campaign execution.

Vacation Season is Here – Brush Up on Your Fun-Management Skills [Infographic]

Whether you are putting on your autoresponder and heading down to the beach or pressing play on some new email marketing programs this summer, snatch up these project (a.k. fun) management tips for delightful productivity all season long.

Planning an Email Campaign vs. Planning a Vacation #Infographic

Brought to you by GetResponse Email Marketing

Verizon Focuses on Quality when Sprint Cuts Price

Verizon took little time to respond to Sprint’s Cut Your Bill in Half campaign. These artfully done lifestyle-inspired, moment-in-time spots show what it’s like to live with the Verizon network in your pocket or what you’ll experience with the other guy.

Each scenario is described by two people who are seemingly similar in either age, socio-economic class, or situation. However, don’t let those looks fool you, what you hear is in direct contrast to what you see at first blush.

The background on each side is decorated similarly and each person is dressed to complement one another. Aesthetically, you are looking at a mirror-imaged set, each side made to look exactly like the other with the exception of the people being different. This gives you a sense of similarity that is later counterpointed by the extreme difference in the experience of each of each of the users. This sense of coming toward and then moving away makes you pay attention to what’s going on by violating your expectations.

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When you watch these ads Verizon may want you will empathize with the non-Verizon customer and feel the frustration found in each situation. The message is clear, you don’t want the hassle of poor service and the embarrassment that comes with it. Poor service negatively impacts your daily life. In addition, you’re invited to happily pay more money to avoid that discomfort.

I’d say it’s a powerful response to the Cut Your Bill in Half campaign that speaks to both Verizon’s broad customer base and its potential customers. I can’t wait to see how the competition responds.

What Will One Tweet a Day Do for You?

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Maybe you are new to social media marketing or maybe you are one of the pros that have been twitterpating up the character based location lines since ‘06. No matter how long you’ve been at it, you’ve probably realized that to stay relevant in that ongoing riotous and reveling news feed you need to post – and do it often!

Many social media marketers find themselves filling up post scheduling tools with as much content as possible just to stay ahead. But, remember that old adage, less is more? Let’s take a look at what just one tweet a day on your business twitter account can do for you.

Here’s a quick rundown of some stats on tweeting frequency. Take a look to see where you fall. According to a recent post by Hubspot, 23% of business in the marketing services space tweet at least once per week. In software/tech industries, 21% of businesses tweet once a day. Of the other tweeting frequencies mentioned only 19% of marketing services and 17% of software/tech services tweet more than once a day. For both of these industries, the majority is tweeting less than once per week!

Alternatively, Buffer, a well-known post scheduling tool recommends that you tweet at least 5 times per day for optimal engagement. I don’t know if you are putting two and two together, but you can see that there’s a big gap between what businesses are doing on social media and what some of the stats say they should do.

It would seem that to stay competitive, you would need to blast out those tweets every four hours. But, to start, it’s important to build a base following and to focus on interactions over frequency. Your goal is to get people educated and interested in your brand so that they will want to share your content.

You can achieve base building with just one post per day. Once you do that, you can focus on increasing your tweet frequency. By then, you’ll be ready to ramp up and will have lots of people excited to see your content.

Happy Tweeting!