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Kevin Durant Airballs Brand-building Moment

Today’s professional athletes cultivate their brands with attention to detail that would make a product manager at P&G proud. Certainly Kevin Durant fits into this category. That’s why his “Thank You to Everyone” ad published in the San Francisco Chronicle last week was disappointing. The creative could have come from a summer advertising workshop for …more

Dusting Off the Best of Storytelling, Branding and PR

Hey, if Bono can assemble some of his favorites into “U2’s Greatest Hits,” why can’t I do the same with blog posts? Exactly. Tapping posts published between 2012 and 2014, here’s the latest version of Ishmael’s Greatest Hits (minus the tinted shades and tattoos). The Worst Customer Service Narrative in the History of Branding United …more

The Rare Instance When Words Like “Breakthrough” and “Revolutionary” Belong in a News Release

Hyperbole wrecks a news release. Words like “breakthrough” and “revolutionary” in a new release essentially say to the journalist, “Stop reading. This announcement is nothing more than corporate drivel with yet another claim of changing the world.” Yet, an exception occurred ten years ago when Apple distributed the news release with the Spartan headline, “Apple …more

3 Visual Content Marketing Strategies You Should Know

Mantra for the Digital Age: Judge a Book by Its Cover By Nicole Rideout, The Hoffman Agency   It’s true when they say that you never get a second chance at a first impression, and it’s no exception in visual content marketing campaigns; according to researchers at the Missouri University of Science and Technology, it takes …more

8 Techniques to Increase Twitter Engagement that are NOT Based on Science

The math for Twitter appears so promising. At last count, over 300 million people use Twitter. Certainly, at least a few people will appreciate your clever jab at Lady Gaga. Unfortunately, such logic is flawed. The social media platform doesn’t make it easy to get noticed. You craft the perfect tweet — one sure to …more

The Winner in the Kevin Durant Sweepstakes: Owned Media

Sure, the Golden State Warriors just landed one of the top free agents in NBA history and will now enter the 2016/2017 season as prohibitive favorites to take back the championship crown from LeBron. But the behind–the-scenes winner in the Kevin Durant sweepstakes was “owned media.” Eschewing the conventional news release and press conference, Durant …more

10 B2B Companies Who Don’t Waste the Precious Online Real Estate, “About Us.”

Every company website features an “About Us” section. Sometimes, it goes by a different name. Our Story. Corporate Overview. Company Info. Etc. Nomenclature aside, all strive to give the visitor a look inside the company, explaining its business, its values and what makes it tick. Naturally, it hopes to make a positive impression. Better yet, …more