In his New York Times bestseller, Greg McKeown describes a modern epidemic of overcommitment. We’re all spreading ourselves too thin. We say “yes” to every meeting and try to become experts in every specialty of our field. In the same way, many companies try to be everything to everyone, and their brand images get watered down in the process.
The NFL has the most brand loyal customers in major league sports. But where does all of this loyalty come from? Why do we find ourselves consumed in the culture that’s all too addictive? It’s simple, really.
Some nights it feels like crisis is in the air. That every headline I come across on NYT is even more anxiety inducing than the next. Blame the reach of digital media. Blame the speed of social media. Hell, blame the phases of the moon if that feels right. The point is that in big business (small business too), crisis situations are inevitable and so the more prepared you are, the better.
This past Tuesday, OpenTable launched a long awaited and much deserved rebrand. They unveiled a better logo, a better tagline, and most importantly a better mission.
Will copywriters soon become extinct? In a few years, will agencies just consist of designers who can do everything by themselves? Some agencies are already doing away with the separation between designers and copywriters. So is this the new face of marketing?
In marketing, we focus a lot of our efforts on communication. We communicate with our clients, the media, and the public. But one area is sometimes overlooked: communicating internally. When the University of Michigan came under fire recently for risking the health of their starting quarterback, Kate watched in horror as the Michigan media team dropped the ball again and again.
As a marketing agency, we talk a lot about branding companies and people. But we thought we would take it to a larger scale this time and ask: how do you brand an entire city?
Change can be scary—especially when it involves the new direction of your company. We sat down with one of our art directors, Josh Taylor, to discuss what to do when the public is simply not satisfied with your new brand.
Meet Kate Wickwire. She's Pivot's new copywriter/researcher. Instead of searching the job boards and sifting through resumes, we found her on Twitter. Through successful personal branding, Kate created an online presence that really caught our eye.