What Do You Get for $19 Billion?

by on 3.11.2014 posted in Brand Development, Trends + Surveys

As most of you have heard by now, Facebook recently purchased WhatsApp, a mobile messaging app, for $16 billion, plus another $3 billion in retention bonuses. At lunch recently, a few of us talked about why Facebook might spend this kind of money on an app that many of you may not have heard of before the acquisition. The answer to that is both simple and complex.

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Under It All: Cotton

by on 9.10.2013 posted in Advertising, Brand Development

With football season underway, you’re likely to see lots of athletes wearing – and lots of TV commercials advertising – the very popular Under Armour® athletic apparel. But behind the brand is a success story worthy of Canton, Ohio.

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NAMA Bootcamp 2013

by on 8.28.2013 posted in Brand Development, Strategic Planning

As one of the sustaining partners of the National Agri-Marketing Association, Brighton recently took part in NAMA’s 10th Annual Boot Camp in Kansas City, Mo. The purpose of the event is to welcome those of us who are fairly new to the “Ag World” and to help us become better in our positions. read more

What I’ve learned from J.C. Penney

by on 4.16.2013 posted in Brand Development

It appears J.C. Penney has made its way into headlines once again. This time the retailer is in the news, not for its continually disappointing quarterly sales, but for firing CEO Ron Johnson. The company has opted to reinstate ex CEO Myron Ullman in an attempt to save face and hopefully gain some forward traction.  read more

J.C. Penney, the Comeback Kid?

by on 12.11.2012 posted in Advertising, Brand Development

With it being December and holiday shopping has commenced in full swing, I thought I’d share my thoughts on what’s going on with J.C. Penney, or as they have been rebranded jcp. You see, jcp’s rebrand is my perfect example of marketing gone wrong.  It’s an example of a CMO ignoring the research of what draws in customers in favor of a plan that doesn’t quite fit the brand.  read more

eBay rebrands and says goodbye to history

by on 9.14.2012 posted in Advertising, Brand Development, Creative

First things first, the main course, eBay’s new logo: read more

The Rules of Engagement

by on 6.28.2011 posted in Brand Development, Interactive Marketing

While it’s important to note the number of new Facebook fans a company’s Fan Page garners each week, this metric is not the most important indicator of social media success. Instead of focusing on increasing fan volume, companies should work towards fostering fan engagement.

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From reporter to agency strategist, maintaining industry contacts provides edge

by on 4.15.2010 posted in Advertising, Brand Development, Interactive Marketing

Back in the day, as a young cub reporter for a daily newspaper, one of the first lessons I learned was the value of having reliable contacts. I’d spend at least some time each day talking with the mayor’s secretary, the deputies at the jail, the police dispatchers. It was usually just friendly conversations about the job, family, politics and the like, but establishing that bond and trust led to more than one call about breaking news, an important arrest, or a development that gave me an edge over competing media. My sources knew and understood my motives, and also knew that the information they shared would be treated confidentially and professionally. read more

Brand advocates or bargain hunters?

by on 12.4.2009 posted in Brand Development, Promotions, Trends + Surveys

A few days ago, a friend and I were discussing weekend dinner plans over the phone. I suggested a local restaurant, and he responded, “Let’s check out their website first to see if they have an e-mail list. Can you check if they’re on Twitter? We might be able to get a discount.” read more