A Selfish Request on the Receiving End of Email Marketing

Hi, Brand Wagoners! 🚗💨 After a bit of a hiatus (trust me, I wasn’t idle—just driving the brand wagon HARD), I’m back with a bug in my brain about email marketing. Don’t worry, I kept my eyes on the road. 😉

Let’s talk about the one thing that separates mediocre email campaigns from the memorable: thoughtful testing and personalization. No, not just “insert first name” from your CRM (though, let’s be real, clean data is gold). I’m talking about consistently demonstrating value to your audience. Or as I like to call it: #WIFT—What’s In It For Them.

Personalization Tips That Deliver

1️⃣ Tailored Content Beats Generic Pitches:
Segment your audience by interests or behaviors. Sending targeted content makes your emails feel less “Dear Occupant” and more “Hey, YOU!”

2️⃣ Preview Text is Prime Real Estate:
Treat it as a mini elevator pitch. Pair it with your subject line to intrigue, tease, or delight.

3️⃣ Subject Lines With Soul:
Use tools like Subjectline.com to refine your headlines. (Shoutout to founder @Jay Schwedelson for this game-changer!)

Why Care About #WIFT?

Here’s the thing: your audience’s inboxes are crowded, and with privacy changes, deliverability is a battlefield. If your emails are all “me, me, me,” they’re likely headed straight for the trash—or worse, spam. Instead, focus on what makes your message valuable to your reader.

Personalized Subject Lines and Open Rates:

• Emails with personalized subject lines are 26% more likely to be opened. Paubox

• Another study found that personalized subject lines can increase open rates by 50%. Marketing Dive

Segmented Emails and Click-Through Rates:

• Segmented email campaigns drive 50% more click-throughs than unsegmented ones. Trimark Digital
• Additionally, segmented campaigns can lead to a 30% increase in open rates. Trimark Digital

Final Thoughts - for Today

The heart of successful marketing has always been #BusinessToHuman.

Please, please, please: read your email out loud to yourself. Does it “sound human”?

Forget the hard sell. Focus on the story, the value, and the connection. Remember, your preview text is more than filler—it’s the start of your story. So, make it count.

Ah, hashtags. The little pound sign that went from dialing an operator 📞 to dialing in on culture 🌐. Whether you're hashtagging for fame, fortune, or fun, there’s always the question: are these symbols still relevant in a world where algorithms seem to have more secrets than a spy novel? 🕵️‍♀️

So, I did what any curious brand consultant would do in today’s environment—I asked ChatGPT. 💡 😆

Here are the top five questions I threw at the AI, along with my #IRL 2 cents. 💰

1. Are hashtags still relevant to algorithms and traffic-building?

In short: Yes, but it’s complicated. Hashtags can still boost discoverability, but their golden era might be behind us. Algorithms have gotten sophisticated (thanks to the AI disruptor). They don’t just see your hashtags anymore, they assess the whole package. 

My IRL 2 Cents: I just can’t help using hashtags, and my thinking is they’ll become popular again like vinyl – nostalgic and trendy 😉 Minimally when I see them in use, I pay attention to what comes after the hash. So, I say, use them, but don’t put all your eggs in the #hashtagbasket. 🥚🐣 Make sure your content is pulling its weight, too. 💪

2. If not, why are they still being used?

In short: Hashtags are still used because they offer a quick way to connect with trends, themes, and niche communities. Even if they aren’t driving massive traffic, they’ve become part of the culture.

My IRL 2 Cents: Me, I’m that social media person who won’t let them die. 🙋‍♂️
I figure it's like bringing an umbrella ☂️ on a cloudy day—might not rain, but you’d rather have it than not. 🏖️ #BetterSafeThanWet.

3. Does it make sense to use a branded hashtag, why or why not?

In short: A branded hashtag is like having your own secret handshake 🤝... if it’s actually memorable. When done right, it can build a community or movement around your brand. But if you’re just hashtagging yourself for the sake of it—don’t bother 🚫.

My IRL 2 Cents: If you're gonna go branded, go big 💥. Own it. Create something that people want to engage with (no one wants to #LoveThisCompany2023 🙄). Example? #SOCcess. Yes, I made that up during a former engagement to combine Security Operations Center + Career Success. It could have taken off… if only it had been fully supported. (See bonus tip below 👇.)

4. Which platforms do hashtags matter most?

In short: Instagram is the best for hashtags, while Twitter (or X—whatever we’re calling it these days) still relies on them, though more sparingly. LinkedIn? Facebook? TikTok? Hashtags can give you a viral nudge, but it’s really all about the content.

My IRL 2 Cents: The golden rule 📜: Use them where they count, but don’t clutter your copy with 30 hashtags hoping to game the system 🎰. That’s like showing up to a cocktail party with a megaphone 📢. Awkward.

5. What are examples of outlandish / clever-performing hashtags?

There are some truly iconic ones out there.

#ThrowbackThursday—a classic 🕰️
#TacoTuesday—Yes, please 🌮
#ExplainThe90sToA10YearOld—pure gold ✨

My IRL 2 Cents: Clever or outlandish, hashtags should fit your brand personality. The more authentic, the better. And no, #BuyMyStuffNow is not authentic 🙅‍♀️. For my personal brand, I’ve been using what I consider a classic throwback to the ‘guess what day it is’ ad with #WednesdayWisdom.

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BONUS TIP: Ready to roll with a branded hashtag? Here’s your must-do list ✅:

• Promotion: Mention it in your posts, bios, emails, even your packaging if applicable. 🛍️📲
• Consistency: Use it on everything—not just as an afterthought 💭.
• Engagement: Interact with people who use your hashtag. Make them feel seen! 👀👏
• Encouragement: Create a challenge or contest around it. Give people a reason to use it 🎉.

Remember: Your branded hashtag should be more than just a catchphrase; it’s an invitation to join a movement, conversation, or lifestyle 🌟. If you’re not ready to commit, it might end up as #HashtagRegret 😬.

P.S. Back to #SOCcess—had the team fully rallied behind it, we could’ve created something huge 🏔️. But alas, a hashtag without action is just a sad string of characters 🥀.

P.P.S. I say #WhatIsHappening frequently, so why not hashtag that too? 😉

 

Well, Brand Whisperers… it’s that time of year when NFL players are either making it to the next game or, let’s face it, riding the bench on the IR list. (Did we blink, and 2024 is almost over? WILD!) 🏃‍♂️ In the spirit of playing the #longgame, it’s time we revisit why #branding isn’t just a fancy marketing tactic but the very foundation of long-term business strategy and success.

And since I'm not here to hit you with the usual brand suspects (cough Apple, Nike cough), I’m throwing in some #emergingbrands (rookies, if you will) that are absolutely crushing it when it comes to key branding principles. Let’s get into the playbook!

Branding Drives Recognition (and Trust?) 🏆

One of the earliest AHA moments people have about branding is when they realize it's about more than just being seen—it's about being remembered. Consistency builds familiarity, and eventually, people start to equate your brand with reliability and quality (but let’s not get ahead of ourselves with that T word—trust is earned, not handed out). 💪

Example: Oatly. This quirky oat milk brand has become instantly recognizable thanks to playful packaging and snappy, conversational ads. Plus, their sustainability mission? On point. Oatly’s branding is so strong that it even secured a spot in Starbucks' coveted shaken espresso drinks. 🎉 Not too shabby for the new kid on the block, right?

Branding Differentiates from Competitors 🎯

In a sea of sameness, your brand can be the lighthouse that guides customers toward your product (or at least away from the competitors). It’s not just about a catchy slogan or a slick logo; it’s about carving out a unique place in the consumer’s mind.

Example: IT Cosmetics (shoutout to Jamie Kern Lima 💄). Founded in 2008 and sold to L'Oréal for a cool $1.2 billion by 2016. IT Cosmetics stood out by addressing real skin issues—rosacea, hyperpigmentation—and offering solutions in a crowded beauty market. Bonus points for Jamie herself becoming a brand! She’s now a motivational speaker and author, proving that a strong personal brand can grow alongside your business.

Branding Influences Perception and Value 💎

How customers see your brand determines how much they’re willing to pay for it. That’s why luxury brands can charge a premium—they’ve positioned themselves as high-quality and exclusive.

Example: Allbirds. These eco-friendly shoes built their brand around sustainability and comfort, using materials like wool and eucalyptus. Because of their solid branding, Allbirds is seen as a high-quality choice, allowing them to command higher prices. And, hey, they’re cute too! 😍

Branding Creates Emotional Connections 💖

When your brand connects with people emotionally, it’s no longer just about transactions; it’s about relationships. People are more likely to stick around when they feel something for your brand.

Example: Bombas. These socks are tied to a greater mission—donating a pair to homeless shelters for every one purchased. Consumers feel like they’re contributing to something bigger than themselves, which fosters deeper loyalty. (Side note: They also make great holiday gifts. Who doesn’t need new socks? 🧦 Especially when the dryer is clearly involved in an ongoing sock conspiracy.)

Branding Supports Business Growth and Expansion 🚀

When your brand is solid, expansion becomes much easier. Whether launching new products or entering new markets, a strong brand makes it all feel seamless.

Example: Liquid Death (yes, that’s a water brand, and I tried it because, duh...the name/label). With its heavy metal-inspired packaging and “murder your thirst” slogan, Liquid Death has turned the bottled water game on its head. Their unique approach has allowed them to rapidly expand into sparkling water and flavored options. Talk about a killer marketing strategy! ⚡

Branding Impacts Employee Morale and Recruitment 🎓

Here’s an "AHA" moment for all the HR peeps: Branding doesn’t just attract customers—it attracts top talent. People want to work for companies they believe in and are proud to be associated with.

Example: Patagonia. Though it’s not the new kid on the block, Patagonia consistently reinforces its brand as an environmentally responsible company. Their commitment to the planet aligns with their employees’ values, creating a culture of activism and morale-boosting initiatives. 🌎 Employees here are living the brand every day.

Branding Provides a Strategic Framework 🧠

A strong brand is like the glue that holds your business together. It aligns your messaging, activities, and interactions into a cohesive strategy that moves your business toward its goals.

Example: Haus. This aperitif brand has tapped into the modern drinker’s desire for more social (and less boozy) experiences. Sleek, elegant branding targeted at millennials has helped Haus carve out a niche in the alcohol market. They know their audience and cater to it with precision. (They're showing up in my GenX feed, so I checked them out!)

And In Conclusion...

So, Brand Whisperers, whether you're rooting for a rookie brand or a veteran powerhouse, remember: #branding is playing the #longgame. It’s about consistency, connection, and carving out a space in people’s hearts and minds. 🏆

And for those of you still wondering why Campbell’s is dropping "Soup" from their brand name... well, maybe it’s just their way of “stirring the pot.” 🍲

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P.S. If you’re not thinking long-term about your brand, maybe it’s time to ask yourself, "Am I in it to win it?" 🏆

 

Ahhh, September—when the smell of freshly sharpened pencils meets the scent of panic in the air. Why? Back-to-school AND Fiscal Year End. Two events that share a common motto: "Use it before you lose it!" But is that a thing? You bet your #brandingbudget it is! So, grab your backpacks and your expense reports, and let’s dive into how these seasonal shifts can inspire practical #brandtips. 🤓💼

🎒 Back-to-School Vibes: The Ultimate Brand Refresh

Remember the excitement of back-to-school shopping? New pens, notebooks, the coolest Trapper Keeper or...dare I say…wrapping books with paper bags?! (Yep, dating myself here.) September is prime time for a fresh start. Just like kids rolling into classrooms with shiny new supplies, perhaps your brand could use a refresh, too.

Practical Tip:
Now’s the time to review your branding—does your logo need a glow-up? Are your social channels sporting outdated info? Treat September like your brand’s "first day of school." Nothing says "I’m ready for 2025" like a little polish, whether it's a quick touch-up or a full rebranding campaign.

🖋️ BONUS: Your content calendar needs new "class materials." Schedule posts or campaigns that embrace the fresh start energy. It's fall, y'all!

💼 Fiscal Year-End: Budget Busting with Branding Benefits

"Use it before you lose it" is THE unspoken anthem in most organizations with a Sep. 30 FYE. Have some leftover budget? Instead of panic-ordering branded stress balls (!!?!), put that money to work in ways that move the needle for your brand.

Practical Tip:
Consider investing in long-term assets like a branded content series, influencer collaborations, or a snazzy video campaign. It's not too late to make sure you're front and center for the last two weeks of this fiscal year.
And hey, stress balls don’t go viral. 🎤  But... they could with the right influencer campaign❓I'm thinking ice bucket challenge ⁉️

📈 BONUS:
Review your KPIs now. Does your brand need to boost visibility? Execute high-priority campaigns before the fiscal clock runs out. September is the time for smart, measurable branding plays, not random swag sprees.

🎯 The September Balancing Act

So, is "use it before you lose it" a thing? Absolutely! Whether it’s a literal budget (looking at you, FY-end) or the figurative energy reset that comes with back-to-school, both can help push your brand to new heights if you play your cards right. Don’t waste the momentum—embrace it!

FINAL TIP:
Audit your brand like a teacher grading report cards. What’s working? What’s slipping through the cracks? Whether it's sprucing up your website, running a new A/B campaign, or analyzing metrics, take a moment to assess and act.

September doesn’t have to be all about deadlines and to-do lists. With the right mindset, it can be your brand's time to shine!

Just don’t wait until the final bell rings—or worse, fiscal year-end emails flood your inbox. 💌

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Catch you on the Brand Wagon next week, and don’t forget, this is true about learning anything: “You gotta use it before you lose it!” 💸🎒

Can you believe some people out there have the audacity to say, “Branding doesn’t matter”?
I know, right? Pure heresy! But rather than flipping our collective lids, let’s have some fun and settle this debate with a little quiz, shall we Brand Wagon riders?

Are you ready for… Name That Brand? 🎉

1. Life will never be the same.
   HINT: This is the theme song to his “main event.” Yes, I do consider him “my guru,” and you’re welcome—now you’re jumping around listening to this song! IYKYK 💪🎤
2. Venti.
   HINT: I don’t even drink this, but this brand redefined the beverage industry. (Those kale and mushroom egg bites? Pretty money, though!) Have you heard they just got a new CEO from Chipotle because, well, profits are not ...boiling hot. 🍵
3. Sleep Soundscapes.
   HINT: This one might be more obscure unless you’re like me and hooked on THE.BEST.MEDITATION.app (IMO). 🧘‍♀️
4. Tequila.
   HINT: George Clooney + spicy palomas = need I say more? 🍹
5. Two all-beef patties. Special sauce. Lettuce. Cheese. Pickles. Onions. On a sesame seed bun.
   HINT: Do I even need to give a hint? Are you singing the jingle now? Side note: I was the drive-thru queen throughout high school and college, just sayin’... 🍔🎶
6. You’ve been ducked.
   HINT: It's a fun subculture promoting just be nice—but you have gotta get the “wave” down. It’s a peace sign or an arm out the door, especially if the doors are off. 🦆✌️
7. 
   HINT: You don’t have to listen to them, but are you living in a cave if you can’t name these bands? 🎸

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BONUS QUESTION: Caused a major global outage in mid-July.
HINT: One you might not have heard of previously if you’re not in/around cybersecurity;
the other, you use their software likely daily – both personally and professionally.
Not how you want your brand to be featured on the world stage, but it’s all in how you handle it.

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 So, what do these brand nay-sayers believe matters if not the brand? Content. 📝 They’re WRITE (see what I did there? 😏), but I submit that content is integral to brand identity.

And circling back to a message conveyed eons ago by yours truly: a brand guide, while a living document, helps minimize market confusion and those oh-so-fun opinion debates. So, my top tip here: get your brand guide documented and signed off by the powers that be! Remember to include your BoDoA...you know, your Brand Board of Directors of Awesomeness 😀

Still think branding doesn’t matter?

Go ahead, challenge me below with your comments. 💬

Plus, I want to see your quiz answers below. 👇

 

Hey brand wagon riders! 🕵️‍♀️  This side trip may seem a little off-brand trail, but stick with me. If you’re scouring job boards and LinkedIn like a digital gold prospector (like I have), you might be digging up more than you bargained for.

Have you come across that dream job listing that seems too good to be true and then found yourself “cyber-stalked” by that brand (like I have)?  Well, here’s a dirty little secret: sometimes it is too good to be true. 😬

And while that is disheartening, there are ways to fight back.

The ‘Job Listing’ Mirage 🌵

Picture this: you’re scrolling through a company’s career page, and you spot the perfect role. The description reads like it was written just for you. You polish up your resume, craft the perfect cover letter, and hit ‘Apply.’ But then... all you get is nothing? Or perhaps the automated we received your submission email. (Some of them are well written; others are...)

Anyway, weeks pass, and you hear crickets. Meanwhile, the company’s ads start appearing in your feed. Suddenly you’re on their email list for everything, not just job-related communications like you checked off during their application process that makes you repeat everything on your resume. Suspicious and annoying? You bet.

In some cases, companies have posted positions that are already filled or, worse, never existed in the first place. Why, you ask? It may be to capture your contact info and pump up their marketing lists and remarketing campaigns, or worse, much more nefarious – someone is trying to steal your identity (and the company may not even know it’s happening! Seriously! I had issues with one company's form and reported it to them on a LinkedIn direct message, and the response was, "What form?" Turns out, fake.)

Yep, you just became part of their lead-generation strategy or, worse (yep, there’s worse), a cyber-attack target. 🎯

Spotting the Red Flags 🚨

So, how can you avoid falling into this digital trap?

Here are a few tips to help you navigate the job market like a cyber pro:

1. Do Your Homework: Research the company and see if the position has been listed elsewhere before applying. Check their LinkedIn page for recent updates or employee changes that might indicate whether the role is genuinely open.
2. Check the Timeline: If the same position has been posted multiple times over a long period without any updates, it could be a sign that it’s not a legitimate listing.
3. Network Smarter, Not Harder: If possible, reach out to current or former employees on LinkedIn to ask about the position. A little insider info can go a long way.
4. Look for Legitimate Signals: Genuine job postings often have specific details about the application process, clear contact information, and realistic requirements. If something feels off, trust your gut.
5. Watch the Follow-Up: After applying, legitimate companies usually follow up with an acknowledgment, even if it’s automated. If you only get added to a mailing list, it’s a red flag.

If a company is unresponsive, disorganized, or vague during the application process, it might be a sign that they’re not the best place to work. Trust your instincts and consider whether you’d want to work somewhere that doesn’t respect your time.

I feel you on this job-seeking journey and have several examples of brands doing this that I won’t call out here because I’m not 100% certain of their intentions, but you can bet I have unfollowed, opted out, removed from my feed, and discussed negative behaviors with my circle.

And one other term to throw into this mix: #vanitymetrics.
As a marketer, your brand is on a slippery slope if you’re counting job applicants as engaged followers in your metrics.

There, I said it.

Getting Around Being Ghosted – Investing In Your #PersonalBrand Matters 👻

While proactive follow-up is always a good idea, you may still hear crickets if you are communicating with an individual via email. Resist the urge to bombard the recruiter with messages. Instead, send a final polite email thanking them for their time and consideration. This leaves the door open for future opportunities.

Circling back to the TOP TIP in circumventing ghosting during the job application process, which means you haven’t made it to the screening and interview stage:

Connect on LinkedIn/Respond Thoughtfully on LinkedIn Posts – this is an integral part of your personal brand! 🔗

• Don’t be afraid to leverage your connections: those who work there -or- someone you know who knows someone who works there (3 degrees of separation on LinkedIn 😉, plus they might get referral bonuses too!)
• If the job poster is shown to you, send a direct message and/or connect with them. They may not see it or answer, but it’s another way to stand out -- use a clever subject line, share something you have in common, and why you’re the ideal candidate. But definitely do not say, “I hope this finds you well…” 😒
• Engage thoughtfully on content and posts (hitting the like button is not enough) so that your name is noticed by the recruiter, hiring manager, and key team members.
• Do you strategically post and create/share content, especially content relevant to the job you are seeking? Do you tag and invite key influencers to give feedback? How are you leveraging the LinkedIn platform to your benefit?

Your time and energy are valuable, and you deserve to be treated with respect in your job search. Don’t let these shady tactics leave you high and dry—or worse, a victim of identity theft. 🕵️‍♂️

And to all the brands out there playing this vanity metrics game, here’s a tip: Treat your candidates like humans, not targeting data points. Authenticity goes a long way, and so does transparency. 🤝

Side trip over.

P.S. Still think this isn't real? Google stories, and you'll find them. 🫢

Full story here: https://dev.to/ikemhood/the-fake-job-listings-that-was-just-a-front-for-pushing-malware-my-story-38f6

 

Hey brand enthusiasts: 🍿 this week’s #PatchTuesday got my attention with the call-out of Chrome and Firefox for “serious vulnerabilities”.¹

Having spent the past few years on a #cybersecurity learning journey, it got me thinking about these digital gateways as brands.

And how to make sure they keep you safe in the Wild West of the internet. 🌐

Your browser is like a car on the internet road… a road filled with potholes, speed bumps, and the occasional ninja-hacker trying to swipe your tires. 🚗💥 That’s why updating your browser with the latest patches is like putting on your seatbelt and locking the doors—it's just common sense!

Slight detour:  Why is it called #PatchTuesday? It's widely referred to in the industry because it's when software companies like Microsoft regularly release product updates (patches). It typically occurs on the 2nd Tuesday of each month, though critical security updates are released outside of this patch sequence as needed. Ironically, many exploitation events are seen shortly after the release of a patch, and thus, the term Exploit Wednesday was coined.

Anyway, getting back on track...

The Big Three: Chrome, Firefox, and Safari

First up, we’ve got the heavyweight champ, Chrome.

• It’s like the Tesla of browsers—fast, sleek, and everywhere. With Chrome, Google’s not just keeping you connected; they’re driving the tech-forward. But hey, even the best of us need a tune-up now and then. When Chrome says, “Update me!” you better listen. Because let’s be honest, those patches aren’t just there to give you a shinier paint job—they’re there to keep the cyber ninjas out of your backseat! 🥷🔒

Next on the docket, Firefox.

• If Chrome is the Tesla, Mozilla Firefox is like the Subaru Outback—reliable, rugged, and a little bit different from the pack. It’s the browser for the discerning user who cares about open-source values and keeping the internet a diverse place. Firefox doesn’t just want to be your browser; it wants to be your buddy on the journey. And when that buddy says, “It’s patch time!” you better heed the call—because nothing says trust like a brand that values your privacy as much as you do. 🦊🔧

And then there’s Safari.

• If you’re in the Apple ecosystem, Safari is like your family’s minivan—it’s comfortable, familiar, and integrated into everything you do. Sure, it’s not the flashiest, but you can always count on it to get you from A to B without any fuss. But don’t let its mild-mannered appearance fool you. When Apple drops an update, they’re not just giving you a new cup holder—they’re reinforcing the walls of your digital fortress. 🚐🛡️

And then there’s… Microsoft Edge

• Remember when Internet Explorer was the punchline of every tech joke? Well, Edge is Microsoft’s attempt to redeem itself, and perhaps it’s doing a decent job. But here’s the kicker—does anyone actually use it by choice? I mean, sure, Edge has some nifty features, but let’s be real: it’s like that store-brand cereal your mom insists is “just as good” as the name brand. 🥣😬
• But hey, even if Edge isn’t a major player in your daily browsing, if you do find yourself using it, keep those patches up to date! Because the last thing you want is to be caught with your digital pants down because of a vulnerability you could’ve patched in 2 minutes. ⏱️

Patch Now or Regret Later

So, what’s the moral of this story, folks? Whether you’re a Chrome fanatic, a Firefox devotee, or an Apple aficionado, the golden rule is simple: Update. Your. Browser. Those patches are your first line of defense against the bad guys lurking in the shadows, ready to pounce on outdated software like a lion on a gazelle. 🦁💻

And hey, while you’re at it, make sure your other software is up to date too—because in the game of cyber risk, complacency is the enemy. Stay sharp, stay patched, and keep those #digitaldoors locked tight.

Until next time, happy browsing! And remember, a secure browser is a happy browser. 😎🔒

P.S. Did you notice I didn't mention DuckDuckGo? You would think that this privacy-focused search engine and browser would be gaining traction in this hyper-threat climate. However, changing search engines requires users to change their habits, which many may not find worth the effort unless they have strong privacy concerns.

1 https://www.securityweek.com/chrome-firefox-updates-patch-serious-vulnerabilities/

Hey Brand Wagoneers! 🚀 Let’s dive headfirst into the swirling galaxy of #rebranding, where Google has spun the wheel of AI innovation and landed on... Gemini! 🎉

Is this a cosmic win or a black hole in the making? Anyone remember Ask Jeeves pre-Google? (Ask Gemini if you were born after 1996. Or Google it. 😆)

Anyway, buckle up because we're about to break down the pros and cons of Google’s latest rebranding endeavor for its generative AI: Gemini.

Pros: The Gemini That Keeps on Giving 🌌

1. ✨ Shiny New Identity: Google’s rebranding to Gemini is like that fresh start we all crave after a chaotic week (or, let’s be honest, all of 2024 so far). Gemini suggests duality, balance, and adaptability—qualities we’d all love to embody. The name is catchy, too. It's a nice break from the endless parade of tech names that sound like they were generated by an AI 😉
2. 🌍 Global Appeal: The name Gemini has a universal charm, easily crossing language barriers and cultural borders. It’s a savvy move for a brand with a reach as wide as Google’s. It feels inclusive, and let’s face it, who doesn’t love a good zodiac reference?
3. 🎯 Clear Vision: With the rebrand, Google is aiming to create a clear identity for its AI and machine learning endeavors. By naming their AI-powered assistant 'Gemini,' they’re giving it a #persona—something more relatable than the slightly sterile 'Google Assistant.' It’s a step towards humanizing AI, and we’re here for it... unless it starts asking us for astrological advice.

Cons: Houston, We Have a Problem 🚀

1. 💸 Ad Flop?: Now, we’ve all had a moment where our brilliant idea crashes and burns spectacularly—can you say 'awkward'?
The Dear Sydney Olympics ad was supposed to be a heartwarming appeal to our emotional side  (and it is heartfelt because it is a positive message), but it ended up raising eyebrows for two stellar reasons:

1. 1. It suggests that humans are not needed for creative tasks that involve sentiment.
   2. It points towards bigger issues, such as kids understanding that Gemini and other AI tools can help them speed through homework without putting in effort that will help them down the road. Plus, why is the dad doing her work? Would it have worked better if she (with the help of the dad) wrote the letter and asked for ways to strengthen it? #CriticalThinking 
      
      Lesson learned: Google is trying to play catch-up to ChatGPT (and other players). The ad did test well in focus groups before launching. But even the big guys can misread the room.

2. 🔄 Rebrand Fatigue: Let's be honest, Google’s been around the rebranding block more times than we can count. While freshening up your image is great, there’s a thin line between staying relevant and becoming that friend who changes their Insta handle every other week. The risk? Brand fatigue, where your audience tunes out because they can’t keep up.

 

The Verdict: Shooting for the Stars or Spinning Out of Orbit? 🌠

So, where does this leave us? Google's Gemini rebrand is a bold step, but like all things celestial, it comes with its own set of challenges. If they can avoid more PR blunders, Gemini could shine brightly in Google’s constellation of products. But if not, well... we might just see another rebrand in the not-too-distant future. 😬

That’s all for this week, folks! Remember, even the biggest brands have their ups and downs. What matters is how you navigate the stars—or, in Google’s case, the search bars. 🚀

Catch you next week for more brand musings and marketing magic. Until then, keep those brand vibes strong and your #rebrands smarter! 💼✨

I hope you all managed to keep your cool amidst the swirling chaos of the week, fellow Brand Whisperers. Distractions were aplenty from the ever-dramatic political arena to the BSOD internet apocalypse. But just when I thought the week would end without a spark of inspiration, the opening ceremony of the 2024 Olympics in Paris lit up my screen and my imagination.

So, let's embark on a unique journey, exploring the mighty power of the #OlympicsBrand. 🌟

First, I started by Googling general questions about the Olympics: When was the last time they were held in Paris (3x:1900, 1924, and 2024)? Would Russia be allowed to participate (no)? Where the heck can I even stream on Hulu? (That took a little SEO sleuthing, but I got there in time 😏 )

Historical Highlights

1. Ancient Origins: The Olympics originated in ancient Greece in 776 BCE. Held in Olympia, these games were part of a festival honoring Zeus and featured events like running, long jump, shot put, javelin, boxing, and equestrian events. 🏛️
2. Modern Revival: The modern Olympics were revived in 1896, thanks to the efforts of Frenchman Pierre de Coubertin. The first modern games were held in Athens, Greece, featuring 13 countries and 280 athletes competing in 43 events. 🇬🇷
3. Breaking Barriers: The 1936 Berlin Olympics were notable for Jesse Owens, an African American athlete who won four gold medals, challenging the Nazi ideology of racial superiority. This was a powerful moment showcasing sportsmanship and equality. 🏃‍♂️🏅
4. Global Stage: The 1964 Tokyo Olympics were the first to be broadcast live via satellite, bringing the games to a global audience and marking a significant moment in the media history of the Olympics. 📡🌍
5. Symbol of Peace: The Olympic flame is a powerful symbol of peace and unity. ☮️ The tradition of the torch relay, starting in Olympia and traveling to the host city, was introduced in the 1936 Berlin Olympics and continues to this day, symbolizing the connection between the ancient and modern games. 🔥

The Universal Appeal

What makes the Olympics such an unparalleled brand? For starters, it's a rare example of a global event that transcends boundaries of race, religion, nationality, and economic status. When the torch is lit, the world comes together. 

A Legacy of Unity

The Olympics have been uniting people for over a century, offering a stage where athletes from every corner of the globe showcase their talents and hard work. This unity is a powerful brand message that resonates deeply with audiences. It reminds us of our shared humanity and the joy of coming together for a common goal. United we stand, divided we fall has never been truer. 🏅

Kindness and Conviction

The essence of the Olympics brand is rooted in values we can all champion—excellence, respect, and friendship. In today's fragmented and world, these values are a balm. As a brand strategist, I feel compelled to use my platform to echo these sentiments. Kindness matters. In a world where division is growing, the Olympics reminds us that unity is not only possible but powerful. 🌍❤️

Practical Tips from the Olympics

1. Consistency is Key. The Olympics happen every four years like clockwork. This consistency builds anticipation and trust. Your brand can learn from this by being reliable in your communications and actions.
2. Embrace Inclusivity: The Olympics welcome athletes from all walks of life. Similarly, your brand should strive to be inclusive, welcoming diverse perspectives and ideas.
3. Leverage Emotional Appeal: The stories of triumph and perseverance at the Olympics tug at our heartstrings. Don't shy away from sharing the emotional journey behind your brand.
4. Global Reach with Local Touch: While the Olympics are global, they also celebrate the host country's culture and heritage. Your brand can adopt a similar approach—think global, act local. France got it right with this opening ceremony: artistic, bold, inclusive, and with a dash of AI fun. Bravo, Bien joué!

Podium-Level Thoughts

As we watch athletes break records and overcome obstacles, let's take a moment to appreciate the power of unity that the Olympics brand brings. It's a testament to the fact that no matter how divided we may seem, something can always bring us together. Let's harness this spirit in our branding efforts, fostering unity and kindness in all we do. 🏆 #BrandUnity #BeKind

🌟 Buckle up because today’s Brand Wagon ride takes us through the stormy seas of negative PR. Yep, it's that dreaded scenario where your brand hits the headlines for all the wrong reasons.

Just look at Crowdstrike—they’re currently riding a PR rollercoaster, and it’s a reminder that even the best brands can face unexpected crises. Think of it as the PR equivalent of spilling coffee on your white shirt before an important meeting. Awkward, right?

Step 1: Keep Calm and Monitor 🧘‍♂️

It’s easy to go into panic mode, but staying calm is crucial. Start by monitoring the situation closely on social, news outlets, and other platforms to understand the scope of the issue. Use tools like Hootsuite or Google Alerts to keep tabs on mentions of your brand.

Step 2: Promptness and Transparency ⏱️

Silence isn’t golden here. A swift, honest response is your best bet. Acknowledge the issue, apologize if necessary, and provide clear information on your steps to resolve it. This isn't the time for corporate jargon—speak human.

Step 3: Control the Narrative with Your Own Content 📝

Don’t let others tell your story. Use your platforms—blog, social media, email newsletters—to provide updates and control the narrative. Share the steps you’re taking to fix the problem and what you’ve learned from the experience. Lulu shows an excellent example on TwX— Well said! (So many memes out there; this was a constructive approach.)

Step 4: Engage with Your Audience 💬

Respond to comments and questions on social media with empathy and sincerity. Show your audience that you value their feedback and are committed to making things right. This builds trust and can turn a negative situation into an opportunity to strengthen relationships.

Step 5: Learn and Adapt 📈

After the storm has passed, conduct a post-mortem analysis. What went wrong? How did your team respond? What could you do better next time? Use these insights to improve your crisis management strategy.

Practical PR Storm Tips 🌪️

1. Empower Your Crisis Team: Make sure your crisis management team is well-trained and prepared to act swiftly.
2. Draft Holding Statements: Prepare generic statements for various scenarios to save time when a crisis hits.
3. Be Proactive: If you anticipate negative fallout from a decision or event, communicate proactively to get ahead of the story.
4. Monitor Continuously: Keep an eye on the long-term impact of the negative PR and adjust your strategies accordingly.

🔎 Extra Tip 🔎 Given the IRL Crowdstrike Example: Mind Your Production Releases 🚀

Handle a bad product release with transparency, quick communication, and genuine solutions to mitigate the negative impact, and you can even strengthen your brand’s reputation in the long run. After all, it isn’t often that you get ALL eyes on you! 👀

 

 

Conclusion: Turning Lemons into Lemonade 🍋➡️🍹

Navigating an adverse PR event is no walk in the park, but it’s not the end of the world either…attention spans being what they are. With a calm, transparent, and proactive approach, you can steer your brand through the storm and come out stronger on the other side.

Remember,  it’s about managing the crisis, learning from it, and showing your audience that you can handle challenging situations with grace and resilience. So, keep your chin up, your responses swift, and your brand’s integrity intact.

Got a PR disaster story or tip? Share it with us! We’d love to hear how you navigated your brand through the storm.