Late Thursday night, 20th Century Fox apologized for a campaign to promote an upcoming film. Why? The studio knowingly used fake news as part of its strategy.
The film, “A Cure for Wellness” is described as a psychological thriller in which the narrative explores a false illness for which there is no cure. Read more
Sabrina Horn’s recent article “Loving Communications: 10 Tips to Humanize Your Brand’s Message,” emphasizes inserting more emotion into marketing campaigns in an age when technology tends to dehumanize communication.
This is especially true, she says, when mainstream news media coverage of technology increasingly plays up threats from cyber-crime including data breaches, identity theft, and loss of privacy. Read more
Barilla Pasta’s crisis whirlwind started with a comment in Italy (probably in Italian). Within days it became a trending hashtag on Twitter and Facebook, a global electronic boycott, spoof commercial ads on YouTube and Vine, and now Ad wars with competitors like Bertolli being shared on Instagram and across the Internet. Read more
Successful marketing – particularly when high visibility branding and campaign naming is involved — requires doing your homework. One of the most important homework assignments” is research into all aspects of a name and its ramifications — without which you will likely run into PR problems.
A recent harvardbusiness.org article published by Bloomberg used the Tiger Woods fiasco to question the value of celebrity endorsements (http://bit.ly/6kzMMy).
Using celebrities to promote a brand, product or service has been a tried-and-true marketing strategy for decades. Read more