Telling Your Brand Story with Short-Form Video
Social media platforms are enabling brands to share brand stories with the target audience. TikTok and Instagram Reels are seeing an increase in the use of brand video content. This content offers brands a concise, creative outlet for expression. By leveraging these short-form formats, brands on TikTok now have an opportunity to showcase their identity and brand story in a concise and engaging format. Identifying the Brand Values Before brand video production, it’s essential for companies to be knowledgeable about their core values and what sets them apart from the competition. Brands should contemplate values such as sustainability, innovation, or inclusivity in the creation of genuine content that reflects the brand’s distinct identity. Through recognizing these values, brands can produce…
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Communicating Safety Measures for CBD Products
CBD, or cannabidiol, derived from the cannabis plant is becoming popular for its potential health benefits. With the increasing number of CBD products Amazon offers, the availability of items such as CBD sleep products or CBD oils is spreading. Having so many products available on the market means that CBD companies must focus on safety and transparency in production processes. To meet the rising demand, brands should be ready to provide information such as CBD certification, ingredient sourcing, and more. Testing Third-party testing of CBD products is essential for safety. Companies send products to independent laboratories to check that they are free from contaminants and that content is accurate. Customers should be able to access the results of these tests,…
Read MoreProduct Variety in the CBD Market
CBD products are increasingly varied in response to market demands. CBD brands continue to expand their product lines, including gummies, oils and topicals. This keeps them competitive as they cater to the diverse needs of their customers. Offering a range of products is essential for brands to maintain an edge in the expanding CBD market. Diverse Consumer Needs CBD brands should offer various products to cater to their customers’ diverse needs. Some may prefer CBD oils for versatility, while others opt for gummies or topicals for convenience and targeted application. Those with insomnia seek CBD sleep products, while pet owners with anxious pets look for CBD pet products. Offering many products enables brands to better meet customers’ unique needs and…
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Luxury Products During Inflation
Luxury designer brands are associated with high prices, exclusivity and quality. During periods of economic instability or inflation, consumers may be looking to save with more affordable luxury brands. To encourage sales despite the challenging market conditions, here are some tips for how to market luxury products. Unique Value Proposition During inflation, luxury brand names must create value propositions that their audiences will resonate with to boost sales. To do this, they must communicate the merits of their products and how they can enhance lifestyles. For instance, a luxury watch brand can emphasize durability and longevity. Luxury fashion brands can focus on timeless designs, being wearable season after season, and construction using quality materials for long-lasting use. Limited Edition Products…
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How to Acknowledge Current & Cultural Events in Your Marketing
Companies face a dilemma when it comes to marketing current events or cultural events. On the one hand, addressing timely events can help companies appear current and relatable. This can lead to increased brand loyalty and sales. On the other hand, companies risk appearing tone-deaf or insensitive if they address events inappropriately or insensitively. Thus, companies need to be thoughtful and strategic in their approach to acknowledging current or cultural events in their marketing. Evaluation First, companies need to consider which events to acknowledge in their marketing. They need to evaluate the event’s relevance to their brand, their audience, and the marketing message they want to convey. If an event has a direct connection to a company’s products or services,…
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Reassuring Consumers: United Airlines
The major American airline, United Airlines, has come under fire recently, after undergoing a few safety-related situations. The first one happened in December 2022, when a United Airlines flight was leaving Kahului Airport on its way to San Francisco. After the plane took off, it made a very sudden steep dive and came about 775 feet above the surface of the water. The other one came after the Federal Aviation Administration proposed a fine for United Airlines. The fine was because of the way that the airline company removed one important safety measure. There are a few ways to repair the damage done by this United Airlines news. The Events Back in December 2022, United Airlines flight 1722 ended up…
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Celebrity PR: How to Navigate a Crisis
Public relations crises can be damaging to a celebrity’s image and career, but with the right approach, it’s possible to navigate them better. While navigating a PR crisis is different for brands and celebrities, there are some similarities between the two. For instance, a crisis management plan and strong crisis communications can help both navigate such situations. Almost two years ago, Alec Baldwin accidentally shot the cinematographer of Rust, Halyna Hutchins. He has been going through a PR crisis since. Others can learn a lot from the entire situation. Proactive The first step that every celebrity during a PR should do is to be proactive. They shouldn’t wait for the PR crisis to escalate. Instead, they should address the issue…
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Is Transparency Enough to Mitigate a Crisis?
Recently TikTok has announced that it will be investing $1.5 billion in a reorganization that will result in making the video sharing app more transparent. This opens the door for a discussion about transparency and the role it plays in mitigating a crisis. A PR crisis is a common occurrence for any business these days. The best way to go about mitigating a PR crisis is for companies to prepare for them ahead of time by having a solid crisis management strategy. If and when a crisis does occur, transparency helps to mitigate the negative impact by building trust. It also allows everyone impacted to respond in the most effective way by giving them all of the relevant facts. Is…
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Why Investing in SAAS is Worth it for Your Business
Software as a Service, or SaaS, is an application distribution model that allows companies to make various services and platforms available to their customers through the internet. In the last decade, the popularity and use of SaaS has been increasing both inside and outside the tech industry as companies experience the benefits of using such services. Most SaaS models tend to operate on subscriptions, where companies can pay depending on the services and capabilities that they need, or their scale. These types of cloud-based services don’t require users to buy a lot of hardware, and troubleshooting can be done online. Before companies decide the type of software and services that they need, it’s important that they know the benefits that…
Read MoreHow Health Brands Will be Tailoring Their Messaging Heading into the Superbowl
In general, when most people think about the Super Bowl, they tend to think about sports and unhealthy food or beverages. However, after the pandemic, those trends have started shifting, especially since the pandemic first started, as more and more companies in the health and wellness industries have begun investing in advertising campaigns during the Super Bowl and sending a different message from what consumers are used to compared to before. This new trend was especially noticeable in the last Super Bowl when a number of health and wellness brands created advertising campaigns and started tailoring their marketing efforts to target viewers of the championship game. Not to mention the fact that at the beginning of 2023, Buffalo Bills safety,…
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