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  • Posted by: Interbrand on Thursday, December 19 2013 01:30 PM | Comments (0)
    Holiday Campaign

    We're happy to release our latest issue of our Corporate Citizenship Newsletter, Closing the Gap: The Value of Corporate Citizenship

    #GivingTuesdayThis issue looks at Interbrand's own Corporate Citizenship efforts focused on education. Kicking off with our holiday campaign, we're building a school in Guatemala in 2014 through Pencils of Promise (PoP), a non-profit organization. We're working to raise enough money to equip the school with supplies, books and teachers' salaries, as well as build a second school in another part of the world. Follow our progress with #IBeducation and on our Interbrand and Pencils of Promise page.

    This issue of Closing the Gap: The Value of Corporate Citizenship also features a look at the numbers from #GivingTuesday. This year's event saw giving up 90 percent compared to last year with the average online gift coming in at $142.05. With more 269K uses of the hashtag #GivintTuesday being used on December 3, this is clearly a success in leveraging social media to do good and extend reach for Corporate Citizenship initiatives.

    Also found in this issue are discussions on the power of consumers, job seekers and storytelling. Consumers and Millennial job seekers alike are looking for brands to create opportunities for them to be part of world-changing experiences. Sustainable products, purchases that support non-profits and strong brand values attract consumers looking to express themselves through their purchases. Talent too looks to work where their values are reflected in the business and where they can be part of something that makes a difference. Can brands attract customers and recruit top talent with a "for benefit" status?

    To subscribe to Closing the Gap and to learn more about Corporate Citizenship at Interbrand, please contact Tom Zara, Global Practice Leader of Corporate Citizenship.

    To see more about past issues, please visit:

    Interbrand Launches "Closing the Gap"

    Closing the Gap: From a Skill Sharing Economy to Sustainability Marketing

    Closing the Gap: The Value of Corporate Citizenship

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  • Posted by: Interbrand on Tuesday, December 10 2013 04:56 PM | Comments (0)

    It starts with one.
    One intention. One firm commitment.
    That spreads throughout a global network.
    And touches part of the world…

    Every year, Interbrand comes together to celebrate the holiday season with our colleagues and clients across the world. This year, we are focusing on our commitment to Corporate Citizenship: education. Leveraging our global network and in partnership with Pencils of Promise, a non-profit organization focused on creating a world with greater educational opportunity, Interbrand is already building a school in Guatemala which will build a brighter future for children in the process.

    Holiday Campaign

    Education is the foundation of a successful life and something to which everyone should have access. Starting in Guatemala, Interbrand is committed to changing lives one book, one brick and one new school at a time.

    To find out more about how you can help Interbrand build a second school in another part of the world and brighten more futures, please visit our Interbrand and Pencils of Promise page.

    Happy Holidays.

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  • Posted by: Margaret Baughman on Wednesday, November 13 2013 05:27 PM | Comments (0)
    Chipotle Scarecrow

    Content is weighing heavily on the minds of marketers. According to the Content Marketing Institute, 86 percent of B2C marketers and 93 percent of B2B marketers are investing in content marketing, and the reason is clear. Instead of pushing communications at consumers or engaging in a two-way dialogue, marketers must deliver brands with consumers and content marketing is leading the way.

    Consumers now control the conversation around brands, and brand-created content must provide genuine utility to compete in the attention economy. If the content is truly “useful,” consumers will share and amplify the brand’s message by their own volition. Effective content marketing pulls consumers in and enables them to deliver the brand across media channels to their networks. As a result, paid, owned and earned media are no longer distinct but converging and it’s becoming harder to distinguish advertising from information.

    Content marketing traditionally focused on churning out intellectual property. Today’s content marketing has shifted from content as expertise, to content as a service, as entertainment and even inspiration. Consumer and B2B brands are stepping into a new role as publishers and producers of content and are relying on consumers to expand their distribution power.

    Developing a successful content marketing strategy is no easy task. It requires new ways of creating and deploying content across digital touchpoints. These challenges were addressed at the ANA Content Marketing Members-Only Conference, hosted at by Thomson Reuters and presented by A&E Television in New York. The event included speakers from Charles Schwab, GE, A&E, Post Foods and L’Oréal and a panel with participants from Thomson Reuters, Ogilvy and Interbrand’s Chris Koller, Senior Director of Strategy.

    The five speakers and three panelists shared an inside look at how content marketing is playing an important role in their marketing strategies today. Below are three key learnings from the day.

    As brands become publishers, marketers must learn to think and act like journalists

    The role and scope of marketers is expanding, as they become brand “journalists” and “editors,” finding and curating stories that support the brand. Brands can longer push out whitepapers; they need to have a strong point of view and take a stand.

    GE Sponsored PostAt Charles Schwab, Helen Loh, VP of Content and Digital Marketing, leveraged the expert insights that were already a core part of the business and placed this content where it was most native to their customers, positioning Schwab as a trusted advisor.

    At GE, Jason Hill, Director of International Advertising, sees the role of his team as “telling stories that lay claim to our innovation.” Finding the inspiration for content that exists within the business requires marketing to become intimate with inter-workings of the business, which is especially challenging inside large, complex organizations. Hill and his team looked for narratives within the organization that demonstrated how “big” could also be “personal,” building humanity into the GE brand.

    Embracing content marketing means working with new internal and external partners

    Marketers are organizing to create effective content, developing new processes and partnerships. Brands are partnering with media companies, creating syndicated content, sponsoring content or co-creating content. In order to distribute content across a range of digital touchpoints, marketing is integrating more closely with technology and IT departments.

    Loh discussed the necessity of working closely with colleagues in IT and product development, who were critical partners in fueling and creating content on investing insights at Charles Schwab. Hill’s team at GE partnered externally, joining forces with The Economist to develop Look Ahead, a series of GE sponsored content that provides “A daily look at innovation that transforms global business.”

    Marketers are also implementing new styles of working and even changing their physical environment to create agile and collaborate teams. At Post Foods, Jennifer Mennes, Director of Media and Public Relations, alongside her agency partner, Dan Curran, President of Manifest Digital, updated their physical space to create a newsroom-like culture. At A&E, Lori Peterzell, VP of Marketing and Brand Strategy, and her team have created a “social media war room” to provide viewers with shareable content in real time when new episodes of Duck Dynasty are aired.

    Creating relevant content requires a deeper understanding of the customer

    An intimate understanding of the customer and the customer journey is key to determining how and when content should be provided. As customer data becomes more readily available, marketers are getting better at segmenting their audiences, personalizing brand experiences, and placing content where it is “native” to customers.

    Panelist Koller pointed to Chiptole’s cause marketing strategy as best-practice example of identifying an issue that’s important to customers and fully embracing it. Chipotle’s Scarecrow campaign takes a bold, even risky, position on the issue of sustainable food production while establishing an emotional connection to the customer.

    Duck DynastyTo reach customers when content is most likely to be relevant, Schwab provides investing insight in real time following an important shift in the market when customers are looking for immediate advice. The social media and marketing teams at A&E develop Duck Dynasty content in advance based on what moments in the show they believe will be the most shareable and make it available in real time as viewers watch the latest episode. This strategy has helped Duck Dynasty to arguably become the most social TV show in history.

    Content-worthy moments are also created when products and experiences are designed around customer insights. Panel moderator Stephen Sonnenfeld, VP of Corporate Advertising and Brand Integration at Thomson Reuters, described the first time he used the Chase banking app to deposit a check. He was delighted by this new service, which so perfectly addressed an unmet need in his daily life, that he gathered his family around to watch the event, becoming an advocate for the brand, unprompted. As Hill from GE put it: “Products are marketing.”

    Content marketing may be saving brands from irrelevance in the post-digital world, but it’s also creating richer, more valuable experiences for consumers and this is why it is one of most exciting times to be a marketer in our industry’s history. In addition to developing content that’s a win-win for businesses and consumers, marketers today have an opportunity to directly influence business operations and direct the future of their organizations. 

    Rather than create content as an output of innovation and product development, today’s content marketing positions marketing as a valuable input. Content marketing is branding at its best: An authentic representation of the business strategy that brings intrinsic value to consumers.

    Margaret Baughman is a Consultant, Strategy, for Interbrand.

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  • Posted by: Forest Young, Matt van Leeuwen & Joseph Han on Friday, November 8 2013 09:40 AM | Comments (0)

    What happens when you cross glasses with posters? This and other similarly playful combinatory exercises embody the studio's ad hoc approach to using the form and function of the poster as a living and breathing canvas for experimentation. The posters for Interbrand's World Changing Speakers Series, in particular, are exemplars of this point.

    Interbrand New York launched the World Changing Speakers Series in 2011, hosting industry leaders to speak at our office about their work, which provided the appropriate context to use the medium of the poster to announce each lecture. Each year the series upheld a thematic thread.

    Year One — Sustainability. The designers produced six different award-winning posters on a single sheet of paper, thus reducing the materials 17 percent.

    Year One

    Year Two — Viral. The designers created digital GIF-based posters that could be sent via SMS with an animated presence.

    Year Two

    Year Three — Storytelling. Time-based posters were created using emerging platforms like Vine and Instagram to create more narrative forms of announcing the lectures, using the form factor of the poster as the organizing principle.

    For Director of Online Experience at Warby Parker Tim Riley's upcoming talk we built a novel device — a video-poster lens.

    Step One

    Step Two

    Step Three

    The poster ties in the purpose-driven nature of the Warby Parker brand — that glasses purchased by one results in glasses donated to another in need. The outlook is accessible, whimsical, and street-level.

    Schematic

    Forest Young is Creative Director, Matt van Leeuwen is Senior Designer and Joseph Han is Designer at Interbrand New York. Special thanks and image credits to Michael Waltzer, Designer for Global Communications and Marketing.

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  • Posted by: Alexandra Meyer on Monday, November 4 2013 01:48 PM | Comments (0)
    Interbrand Toronto

    Interbrand's Best Global Brands 2013 celebrations continue globally, and as part of the launch events, Interbrand Toronto hosted an event at Shangri-La Restaurant in Toronto. The event was a discussion-focused dinner, gathering senior marketers of some of Canada’s most prominent brands.

    Alfred DuPuy, Managing Director of Interbrand Toronto, ignited the dialogue with an overview of the report and its theme: Leadership - What it means for Canadian Brands. “In such a complex and nuanced atmosphere, it’s apparent to us that leadership has never been more integral to a brand’s success,” he said.

    Best Global Brands 2013“The really cool thing is that we’re seeing this kind of leadership development right here in Canada," DuPuy added. "We’re proving we are able competitors on the global stage.”

    Throughout the evening, the buzz around how Canadian brands lead could be heard through a number of emerging areas of focus – from Customer Brand Engagement to Brand Governance and Corporate Citizenship.

    If the BGB Canada event was any indication, the opportunity for Canadian brands to lead in an ever-changing marketplace is abundant. We are looking forward to seeing how these brands rise to the challenges they face.

    For more information on Interbrand Toronto, please contact Tamara Roberts, Interbrand Toronto.

    Alexandra Meyer is a Senior Associate at Interbrand Toronto.

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