February 20th, 2020
February 19th, 2020
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
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
February 12th, 2020
Note: While I have helped lead and coordinate our internship program for years, all of this advice is my opinion. Other businesses, and even other mentors within Bozell, might have different attitudes, viewpoints and thoughts about these items.Read More
January 31st, 2020
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, sappy and sentimental, or jarringly shocking. But is that always in the best interest of their brand?Read More
January 15th, 2020
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
January 9th, 2020
You’ve all seen it by now. The Peloton ad with the lady who looks trapped in an exercise bike nightmare. She gets a Peloton bike for Christmas and is quickly held hostage by early morning spin rides. Throughout the commercial she speaks into the camera, documenting every workout in what seems like a not-so-secret plea for help. The commercial ends as she and her husband sit on the couch admiring her video diary of workouts.Read More
January 2nd, 2020
From the very beginning of my copywriting career, I have followed one simple rule of thumb …
Creativity comes second to effective communication.
Because of this, my preferred approach to writing is simple, clean and conversational. Basically, I like to write how people talk. It’s a faster read and much more relatable. Read More
November 15th, 2019
Social media platforms are making efforts to become more socially responsible, but at what cost? For now, the answer is uncertain.
The social media realm has been buzzing this week following the announcement that Instagram will begin hiding Like counts in the U.S., a continuation of a test that started rolling out to other countries last May. This test was then broadened to a global scale yesterday, through a post on Instagram’s Twitter account.Read More
November 13th, 2019
Insurance has typically been an avoidance category. We never want to think of bad things that could potentially happen to us and we don’t want to hear or read boring clause after clause of legal mumbo jumbo. So, we shut it out.Read More