Brands and the Metaverse

While companies are trying to find new ways to engage with their audiences in virtual spaces, such as  in the metaverse, they should take note that many consumers have uncertain and vague opinions about the metaverse.

A very small percentage of people have stated they’re very familiar with the metaverse, or that they’re able to understand it and correctly describe it to other people.

While companies are trying to find new ways to engage with their audiences in...

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How to Create an Influencer Campaign Brief

Most of the time these days, the word influencer gets thrown around and is generally perceived as an easy way for companies to improve their promotional campaigns. However, that’s not quite the case. All influencer campaigns require research and community building beforehand, as well as figuring out who are the right influencers that companies can work with.

Businesses that are looking to connect with their target audience in an authentic and genuine way can work with influencers on promotional campaigns to help make those connections easier. However, when developing an influencer campaign, it’s important that businesses also create their campaign brief with certain essential elements.

Most of the time these days, the word influencer gets thrown around and is...

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Digital Storytelling for B2B Brands

Companies in the B2B industry can bring new life to their content with the help of digital storytelling.

There are plenty of opportunities for B2B businesses to utilize digital storytelling, given the amount of consumer engagement in the industry, as well as the consumer research that many companies have been executing.

Companies in the B2B industry can bring new life to their content with the...

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Future-Proofing Content Marketing Efforts

AI writing tools can easily simulate human writing in a way that’s both a little scary and awe-inspiring. However, AI still has a long way to go before it’s fully able to replicate the thought patterns of humans.

This extra time gives companies room to prepare to future-proof their content marketing efforts. In the future, it’s going to be difficult to distinguish content that’s created by people from content that’s generated by artificial intelligence, especially in terms of writing quality and language usage.

AI writing tools can easily simulate human writing in a way that's both a...

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Purpose-Based Marketing in B2B Industries

In the last few years, one of the most popular business trends has been purpose-driven business operations and promotional efforts. Back in 2019, there was a Harvard Business School study published that linked the positive performance of companies on the stock market to their purpose.

Yet most of the purpose-driven businesses and promotional efforts around the world have been largely driven by companies in the B2C industry. The pandemic gave companies in the B2B industry the opportunity to join in on that trend and promote themselves as being purpose-driven.

In the last few years, one of the most popular business trends has been...

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company-branding

Branding and Public Relations: Strategy and Brand Campaigns [Guide]

While “branding” a product is all about promoting a term, symbol or a product name, public relations (PR) experts view their job as also pitching something with marketing and advertising efforts. In fact, the internationally known “Coca-Cola” brand owes part of its success to an aggressive public relations campaign that has made drinking Coke akin to apple pie, baseball and other American “brands.” There is a view that proper branding mixed with good PR can result in both higher sales and customer loyalty for a product or service.

Some people think branding is an afterthought, unimportant, or largely irrelevant to the grand scheme of marketing. Those people are wrong. Demonstrably, inescapably wrong in both the substance and context of their ideas on the subject. While it is certainly true that the importance of branding can be overstated – it is, after all, not the only important metric for success in branding – the plain fact is, too many marketers don’t put enough thought, energy, effort, or resources into their brand.

While “branding” a product is all about promoting a term, symbol or a...

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publicity-stunt

The Complete Guide to PR Stunts

When trying to come up with ideas for a PR stunt, referring to some that have been successful in the past is a good starting point. The more recent they are, the greater the chance that they appeal to today’s audience. In 2017 and 2018, there were some innovative creations in PR that can offer inspiration to companies looking to stage their own stunts. Here are some of them.

A PR or publicity stunt is a large and coordinated professional or amateur...

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Brand Messaging Made Simple

Many business professionals these days still believe that they should use as many words as possible to convey a message. However, the truth is that excessive use of buzzwords or industry jargon tends to be counterproductive to a brand’s message.

The more words that are added, the more complicated a brand’s message is going to become.

Many business professionals these days still believe that they should use as...

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Branding