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Brand Channeler

Brand Channeler is about what’s breaking through, what’s evolving and how brands are having an impact in this ever-changing consumer marketing landscape.


Facebook Algorithm Change: How Should We Feel?

by Cone Communications

For anyone who works in social media, there is always an uneasy feeling when you read that Facebook changed its algorithm…again. As business professionals we understand why Facebook does it. It’s necessary to stay ahead of consumer demands and provide fresh content to diverse social audiences. As online news fanatics, we appreciate the move to high-quality content. However, as content creators, insights coordinators and community managers, the future becomes a little more unclear every time this formula is tweaked.  

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Three Brand Elements Millennials Worship

by Cone Communications

Ahh, Millennials: disloyal, erratic, whimsical, cause-crazed and a cornucopia of other descriptors that may or may not be entirely true. Within the next few years, my fellow Millennial amigos and I will begin to transition from the college classroom to the professional office as we gradually become real people with real jobs and real responsibilities. 

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Brands are people too

by Mark Malinowski

I’ve been a marketer for more than 25 years; lucky enough to have worked with major brands. And, for the majority of that time, our industry carried out its mission in a fairly simple way, but within the last five years something began to dramatically change.

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“Frenzy” over Content Creation

by Mike Lawrence

The overlapping worlds of brand communications, advertising and public relations are engaged in a head‑scratching, chest‑pounding, eye‑rolling re‑examination of how organizations should be marketed. The shock-and-awe of it all was on full display this week at the Council of Public Relations Firms "2013 Critical Issues Forum" with the attention-getting theme "Content Frenzy" and a fire hose of comments from experts.

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The Rolling Stone Controversy: What Happens When Everyone Online Is Talking About Your Brand But You

by Cone Communications

While the recent depiction of alleged Boston Marathon bomber Dzhokhar Tsarnaev on the cover of Rolling Stone Magazine caused quite a stir, provocative images and subject matter are common tools to entice readers. Last year, Time Magazine featured a controversial image of a mother breastfeeding her three-year-old son and Newsweek declared Obama “The First Gay President” after he announced his support of gay marriage. According to the Alliance for Audited Media, magazine sales plummeted 16% on average in 2012. Was this bold attempt to attract lost Rolling Stone readers ultimately effective?

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Best practices when creating a website

by Cici Gordon

Creating a website from scratch is a daunting prospect for even the most seasoned techies, but, taking it on as a general marketer can be a real learning moment. Tweaking Cone’s old website would have been like trying to use a vintage car in a Formula One race. Cone was undergoing a major brand overhaul, taking a fresh look at everything from name and logo, to images and copy. Our website needed to reflect the best and newest version of ourselves. So we decided to start at the beginning, capture the latest technology, newest look and capitalize on all we’ve learned in the past five years.

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Real-Time Marketing In History-Making Moments

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The Defense of Marriage Act (DOMA), which limited the rights of same-sex couples, was overturned by the Supreme Court in an historic ruling yesterday morning. As with other pop culture happenings and current events, brands are quick to leverage the news to connect with consumers – a trend that has become known as “real-time marketing.” With countless eyes glued to computer screens, live-blogs and social networks, it’s a prime time for brands to get involved.

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