Donald Trump came to the White House with the lowest approval rating ever for an incoming president. From a branding perspective, things have not been getting better. On the 144th day of his presidency, Trump hit a 60% disapproval rating, giving him the dubious distinction of being the fastest to ever reach that mark (beating George H.W. Bush, who took 1,290 days to get there).

The result may be surprising to those who remember Trump as a master at cultivating his brand in business and entertainment, and perhaps expected that to translate to politics. There are just two problems with that reading of history.

First, while Trump demonstrated a certain genius for creating his brand as a businessman, it isn’t … Continue Reading

In the last few years, Intel’s advertising has become a lot less inward-focused. For decades, the company’s “Intel Inside” campaign directed consumers’ attention to the chips that Intel puts inside electronic devices. While that campaign (with its instantly recognizable bong-bong-bong jingle) helped make the company what it is today, Intel hasn’t been content to rest on its success. This is a company with innovation in its DNA, after all.

With new CMO Steve Fund at the helm, Intel has added an outward looking element to its Intel Inside message. The company’s latest marketing push is focused outward, highlighting the shuttle launches, solar-powered car races, animated dragons, high-tech garments, and other wonders that Intel technology brings to life. The initial video … Continue Reading

It seems youth marketing has always been a hot topic in the advertising world. As young people move from the “discovery” phase of their tween years to the “experimental phase” of young adulthood, they shift from being motivators of their parents’ buying habits to influential consumers in their own right. But today that demographic is extremely important. Not only are today’s young people the first true digital natives and harbingers of how digital media will influence how we all interact with brands, but also, as baby boomers age and their $400 billion in annual consumption slows, retail, food, and entertainment companies are counting on millennials to fill the gap.

One marketer that has been particularly successful in tapping the youth … Continue Reading

A phenomenon that has been present as a form of advertising for many years is now blossoming in digital media and the subject of much discussion in the industry:  native advertising.  Native advertising is content that promotes a brand or product in the native format of the website, publication, or platform in which it is presented.  Native advertising looks different for each medium – for instance, a Sponsored Story on Facebook, Featured Partner content on BuzzFeed, a branded or promoted playlist on Spotify, or a traditional advertorial page in a magazine are all types of native advertising.

As more advertising dollars flow away from traditional display advertising into native advertising, the seamless integration of brand messaging into entertainment, news, and … Continue Reading