Lisa Merriam

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B2C Branding

Social Media Brand Engagement Rules Toyota vs Chevrolet

Firefly Millward Brown’s New Rules for Brand Engagement study discusses the trouble brands are having effectively using social media. As we have discussed in previous posts, many marketers come across as insincere, pandering, or boring. The relationship/conversation thing seems to still stump many, many marketers. Consider the different Twitter approaches of the worlds’ leading car …

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Crowdsourcing without a Crowd: Levia’s Failed Attempt

Levia® launched a crowdsourcing video contest in September with much fanfare only to watch the entire effort fizzle. Called “Lights, Camera, Healing,” the program asked people to create and submit original videos extolling the virtues of the “healing power of light.” The Crowdsourcing idea famously worked for Doritos® in creating memorable (and cheap!) Super Bowl …

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Processed Food, Diabetes, Bad Branding

Two ad campaigns, one from Conagra’s Chef Boyardee and one from Tyson, are particularly heinous in light of newly released statistics on diabetes. One celebrates kids complaining about vegetables and other nutritious foods they hate. The ad pushes pushes fried chicken nuggets from Tyson as an ideal alternative: The other features some moms punishing another …

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