“Nine times out of ten, it’s not a crisis.” That’s what I often told myself when I worked for a governor. The mantra was one of the things that helped me keep my cool when the pressure mounted from large volumes of letters, emails, calls, and social media comments from constituents and reporters.

Eight hundred emails from constituents on Syrian refugees?

>> The response can wait until the Department of Social Services weighs in.

Reporters camped outside demanding an answer on the transgender bathroom bill?

>>The governor is going to hear from proponents and opponents before deciding.

From Napoleon’s sideways hat to Nike’s “Don’t Do It” campaign, this episode of Marketing Then & Now takes a deep dive into the vast world of branding. Join us as Creative Director Tim Young shares a quick lesson on the importance of a brand’s logo, as well as some valuable insights on how to best approach branding and how to let it be your north star during these rocky and emotional times. He even dishes on some of his favorite campaigns of all time, so listen in to find out which ones he considers to be the most memorable and impactful.  

Picture a marketing funnel. The process goes from attracting to nurturing and then converting your collected leads.

But what if you flipped that funnel on its head? First, identifying leads that have a higher interest – and a higher likelihood of closing on your product – and then sharing engaging and personal information that applies to their need(s). This is account-based marketing (ABM).

By now, you’ve probably seen the statistics. Minorities have $3.9 trillion worth of buying power. 44% of millennials are minorities. According to a Pew Research Report, Gen Z (post-millennials)  is the most racially and ethnically diverse group. Many businesses that once viewed minorities as an emerging segment are starting to ensure that they are a core part of their strategy. In order to reach them, businesses are implementing digital advertising tactics. That definitely falls in line with their consumption habits, but they should be careful with how they target them.  

I love logo projects. As a non-designer, seeing the team dream up relatively simple visuals, from seemingly nothing, that can translate a complex brand is exciting. So when we recently got the opportunity to create a whole suite of event logos for a long-time partner, I couldn’t wait to see the results. Here’s how it went.

In 2019, Wellness Council of the Midlands (WELLCOM) and Live Well Omaha merged to form a new nonprofit – The Wellbeing Partners. Primary branding for The Wellbeing Partners was completed and launched on January 1, 2020.

Imagine the Statue of Liberty. She’s a little over 300 feet tall. Crazy enough, that just happens to be the average number of feet of content a person scrolls through their phone each day.

Say whaaat? 

So, in a world where there is more content on your phone than ever before, how do you stand out? I can’t give you a magical secret recipe, but I can offer the three Ts that I go by, that’ll also give your business’ social strategy a fighting chance.  

The 1960s are seen as a hinge point in American history from both those who welcomed the change and those who feared it. But that decade proved to be a tectonic shift socially, culturally and politically – tackling issues from civil rights, immigration, feminism, the Vietnam War and environmentalism.

Similar to the 60s, as we ushered in 2020, we began seeing fundamental shifts and a call to arms on many fronts. From sustainability, gun control, feminism (#MeToo), immigration, gay rights, an international pandemic, race relations (Black Lives Matter) and criminal justice reform. While these two eras are different, they are forever linked in the magnitude of change they impose.

King Arthur Flour recently showed up on AdAge’s list of “America’s Hottest Brands 2020” which highlights brands that are thriving during tough times.

This got me thinking. It’s just flour, right? Isn’t all flour the same? How brand loyal to a commodity can consumers really be? Well, after further investigation, King Arthur makes it hard for you to turn a blind eye. King Arthur has a consistent, authentic voice. One that represents its employee-owned heritage. Every communication from King Arthur comes across as it would at the dinner table. It’s not salesy and full of marketing fluff. It’s honest, sometimes humorous and informative. 

Now might be the time to launch that podcast you’ve been daydreaming about. After taking a sharp nosedive in March and April thanks to COVID-19, podcast growth appears to be on the rise. While many are still working from home and practicing some social distancing, the fact that more people are hopping in their cars now has increased downloads and subscribers. Plus, there are all those new listeners who tuned in to podcasts for the first time when the pandemic began and they had more downtime. Assuming we’ll all be able to return to normal life someday, many of those new fans will keep tuning in to their favorite shows.

Most businesses found themselves in reactionary mode amid the pandemic – we need to increase production, update our digital capabilities, start advertising about how we’re here for you and our contactless options … the list goes on and on. Chances are, you’re still in reactionary mode or just trying to catch up on all the projects that were put on the backburner. But, what if, instead of trying to catch up you took a moment to stop and think about the future. And consider what business looks like after the pandemic.