What a year! 2020 has been rough on a lot of people, and a huge catalyst for change. It’s changed where and how we work, how we talk to our customers, and especially the way customers shop and interact with brands as distance shopping has become critical.
We wanted to take a minute to share the posts that our blog readers have visited the most in the past year. While not every article here was written in last year, their popularity proves that they are more timely and relevant than ever – even in the changing consumer landscape.
READER FAVORITES 2020
5 BASIC HUMAN TRUTHS
For decades, creative types working at agencies across the country knew instinctively a few secrets they could rely on to create brand stories, campaigns and messaging that would resonate with consumers. We knew these little secrets worked. We just couldn’t prove it. Well, now we can. Read more →
WHY YOU’RE NOT PATAGONIA
They’re like a frustrating older sibling. They get all the attention, and they get away with pretty much everything. And regardless of how you feel about them, Patagonia is one of the most impressive brands out there. Why? Because they do so many things that other brands don’t.
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READY TO MAIL? 3 WAYS TO BE SURE
Several times a month we get inquiries from wholesale companies or online brands interested in testing mail for the first time. They reach out because they understand that, if executed correctly, print can add significant dollars to their bottom line, driving customers and prospects to their website or store. Read more →
NOW’S THE TIME TO BE DIFFERENT
As the world changed almost overnight, so did advertising. First, it was “Our Response to COVID-19” emails from every brand we’ve ever purchased from. Now, it’s one commercial after another reminding us that “we’re all in this together.”
While these messages are relevant and encouraging, many brands are starting to say and do a lot of the same things.
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WHEN IT COMES TO PRICE, PERCEPTION MATTERS
As consumers, we typically look for value – that perfect combination of quality and price – when we make a purchase.
A study found that consumers are increasingly willing to “split” their purchases among different providers based on who they believe offers the best price. The key word here is “believe.”
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REI & ME: A REACTIVATION STORY
About 10 years ago, REI made me so stinking mad that I swore I’d never grace their check-out again. A brand-advocate no more, I huffed my outraged “customer-no-service” story to everyone that cared to listen. Their offense? They made me pay for return shipping on a few items that didn’t fit.
But then, darn it, suddenly I couldn’t avoid them – they were everywhere.
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CREATIVE BREAKTHROUGH: STORYTELLING
Finding ways to break though creatively is not an easy task. The best ideas are usually the riskiest. The most memorable campaigns are often the boldest. The problem is, most brands avoid risk. Playing it safe is, well—safer. Most brands think they’re being bold, when in fact, they’re just blending in. But today, just being bold or risky is not enough. Today’s consumer is looking to align themselves with brands they believe in. So how do we make that connection?
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MAKING YOUR BRAND MORE HUMAN ►
Brands who act more human—who are relatable and have a personality that people genuinely like—are the ones who are winning today. How human is your brand? Does it act and behave like a person would, or does it come across as a cold and boring company? There’s a trick that we use when defining a brand’s personality that you might find helpful. Watch this video for the answer. Watch the Video →