Google has changed the world again, or at least expects to, with the release of Search Your World. What exactly IS Search Your World? Google describes the new feature as improved search results that include photos, posts and more from you and your friends. What does this mean for digital tactics?
Sometimes we get so caught up in the target audiences, the consumer traffic-driving, the narrow business objectives, etc., that we forget to actually understand and believe in what a brand stands for at its core, i.e. why it was created; how it emotionally impacts the lives of consumers. Shortly after Steve Jobs returned to Apple – a company that was 90 days away from bankruptcy – he gave this impassioned speech to his employees about the true meaning of the Apple brand and how it needed to be marketed.
If a picture is worth a thousand words, then perhaps a video is worth a thousand times more. There’s no doubt that online video has become an essential tool for marketers. From website intros to product tutorials, and from live streaming events to episodic entertainment, brands have made video a central part of their digital marketing strategy.
At the end of a networking event last night at the Sustainable Brands conference, Annie Longsworth, Head of Cohn & Wolfe’s Sustainability Practice, held up a Flip camera and with a wry smile asked: “What’s funny about sustainability?” I wasn’t sure if it was the pressure of being filmed or if there just isn’t anything funny about it, but for a few uncomfortable seconds, I was stumped.
