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Brand Management Archives - Bozell

March 30th, 2020

kbrennan

Advertising During COVID-19

This is a scary time right now. There are a lot of unanswered questions. New information is being revealed every day. Things are changing constantly. People’s lives and daily routines are being turned upside down. That’s all a given. But here’s another …

Now is not the time to go silent.

People really do want to know how brands are responding to this pandemic. A couple weeks ago, our CEO, Kim Mickelsen, mentioned that now is the time for overcommunicating. Read More

March 23rd, 2020

bhartford

You Won’t Believe These Top 10 Brand Hacks During This Deadly and Terrifying Global Pandemic!

How to manage your brand while managing your bravery.

Clickbait never feels right, but right now the profiteering verbiage slices its serrated blade particularly deep. The coarse edges of badly framed infomercial-type ads cut into our collective purview like an angry fart. Read More

March 18th, 2020

bozell

Answers for Uncertain Times: A Q&A with Kim Mickelsen, CEO of Bozell

Q. What can businesses do during the global crisis caused by the pandemic?

A. I know it sounds strange but think and imagine. When times are good, we don’t take the time to think because we are busy getting things done. Now is the time to think and analyze. Worry and anxiety won’t get it done. The business world will be drastically different in a few months. Step back a bit and prepare for that future. Read More

March 12th, 2020

bhartford

Fisher-Priceless

Fisher-Price launched a brand refresh effort in December of 2019. The work done by Pentagram, Wieden+Kennedy and Fisher-Price is a masterclass on brand expression. The coordination of different agencies, contrasted brand history, varied expressions across multiple touchpoints for multiple products, and a pitch-perfect execution like this doesn’t happen by accident. You would be forgiven if you thought that with money, size, and ubiquity, a brand refresh effort like this would be relatively common. Not easy, but certainly not a risky endeavor. Read More

March 11th, 2020

bhartford

Brand Expression Served Up Hot

Real quick, Google “Wendy’s Social Media Strategy.” Hell, you may have already done this before.
Their performance on Twitter is the stuff of advertising legend. #nuggsforcarter is a national movement. You can take marketing classes that chronologically break down and dissect their social media methods. Their snark is served up fresher, hotter and faster than their square-shaped burgers. Their brand is crystal clear. Fearless, relevant, engaged and fast. That’s their brand, right? Or is it?   Read More

February 19th, 2020

jvogel

Why “changing with the times” is a dangerous brand position.

Let’s start with a few questions. Does your brand operate from deeply held convictions—the reasons behind the quality behind the product behind the profits? Do those reasons permeate your entire organization? Are they evident to your audience if they don’t read the website “about” section? Read More

February 17th, 2020

bhartford

This Article Contains Opinions of a Graphic Nature

Frida Mom makes products that help you care for your new baby and for yourself, post-delivery. In their words, “Babies are cute. Parenting isn’t always. For all those perfect moments, there’s Instagram. For everything else, we’ve got you.” Need a tool to get the stubborn snot out of your baby’s nose? They’ve got you. Suffer from serious pain, postpartum? They’ve got plenty of things to help. From a branding perspective, they absolutely know who they are and who their audience is. Read More

January 31st, 2020

bozell

Super Bowl LIV Ad Reviews by Ad People

Photo credit: MediaPost, Nov 2019

The good, the bad and Sam Elliott’s mustache.

Robin Donovan, President

When it comes to TV commercials there is no more widespread, public venue than the Super Bowl. Advertisers in the Super Bowl must be prepared to wow the audience, the whole audience, even the part that does not fall within their target demographics. In order to generate a level of excitement worthy of the Super Bowl, most advertisers choose to make their commercial hilariously funny, Read More

January 15th, 2020

keggenberg

Using Social Media Strategically: Insights from Sprout Social’s Agency Partner Summit

Using social media in a linear way is a thing of the past.
Brands, small and large, are using social not only to engage with and speak directly to their target consumers, but also to learn about their audiences’preferences, integrate campaigns, inform creative strategies, and test-and-learn with new products and features. Read More

September 5th, 2019

credinger

Getting Far with Meet The Pros

Meet the Pros is a 57-year-old advertising conference for
college students and is presented by the American Advertising Federation Omaha (AAF Omaha). This year, our summer intern team, including yours truly (I’m the one in pink ^), was tasked with creating a theme, look, social media plan and website for the 2020 conference. Read More