Blog: A Mark & A Post
Things that might be notable in the world of digital brand presence since the weekend:
While I haven’t watched all of the second season of Orange Is The New Black yet (I’d rather savour the episodes one at a time like a box of fancy chocolates), it’s probably safe to say viewership will be higher this season than for the first. OITNB and Netflix did a cross channel promo with branded content in the New York Times that’s getting a lot of attention as reinventing native advertising or whatever you want to call it, for bringing something more to the story. The story being a serious social issue behind the real life story that was made into a fictional TV series.
Lat weekend was Father’s Day and mediabistro’s PRNewser came up with 22 Brands that celebrated The Day. Of the list of social media (mostly Twitter) moments, Intel stands out as having the most legs. The tagline Look Inside turns into a strategy to work it’s what inside that counts that could have flowed into a whole lot of nice creative executions.
Though Canadian ad and media people are all sad or uninterested that there were no Canadian finalists at the Cannes Lions in the Creative Effectiveness category, the winning-est campaign by McCann Melbourne of Australia, Guilt Trips is cute. And while we're at Cannes, while I was on Twitter Monday afternoon, @Dronie (the official Cannes Lions festival drone?) did a flyaway selfie Vine tweet featuring Patrick Stewart that got bazillions of views right away as people couldn’t stop looking at taking to the sky from a Cannes parking lot over and over and over and over... And thank you Oscars and Samsung for turning the Selfie into not a selfie but any celebratory sort of hand-waving shot of a group of people.
A little old (last week?), but Hootsuite has rebranded, taking the owl and the wordmark into a flat black and white version. I get that flat is happening and black + white is strong. Their rationale was that it’s time to grow up as the audience and space has matured since 2008. Fair enough. The new logo is fine and unobjectionable in the ‘we should wear grownup clothes now’ kind of way. But maybe a missed opportunity to have more fun with the eyes alone – I would love to see what Pentagram would have done with this rebrand. Growing up doesn’t need to be boring.
Brenda van Ginkel
Every great brand that's making a difference to people or the planet deserves to stand out and be noticed. I write about creative direction and brand strategy for entrepreneurs and those supporting them, packaging concepts with messaging for growth and audience engagement in a crowded, noisy digital space.