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The Loop Vol. 2 No. 27
Featuring IKEA, Twitter and Nike!

WINS

HOTEL IKEA, FIVE STARS

IKEA

Earlier this month, a major truck accident caused a UK motorway to close overnight. Hundreds of drivers and their families were left stranded - until their local IKEA stepped in to save the day! They offered more than 200 people beds in their Thurrock location overnight, welcoming them to stay until the roadway was clear and safe for travel. What a noble gesture! Many praised their fast action and generosity, and we’re hoping for the retailer’s sake that bed sales spiked that day after the many impromptu “test drives”. You the mälm, IKEA. READ MORE >

Nike sales jump 31% after company unveiled Kaepernick campaign
READ MORE >

Match.com is giving single parents free babysitting so they can get their date on
READ MORE >

New York Public Library converts classic novels for Instagram
READ MORE >

 

FAILS

LEAVES A BAD TASTE IN YOUR MOUTH, DOESN’T IT?

LEAVES A BAD TASTE IN YOUR MOUTH, DOESN’T IT?

Instagrammer Scarlett Dixon has come under fire for some overtly staged IG posts she created for mouthwash brand Listerine in the UK. The content featured her unrealistically immaculate room filled with props of an ‘extra’ nature, which she posed as a morning routine – and people were just not having it. Scarlett defended her creative choices, saying the content keeps in line with her ‘whimsical’ style, but the execution still didn’t sit well with those outside of her fan base. The sentiment was that, in a bid to stand out, she appeared to propagate an unrealistic image of day to day life – which we safely assume was not in line with the brand’s intentions. The first rule of social is authenticity, and with the sea of sameness washing over our feeds, the pressure to stand out is real. Influencers feel the need to present hyper-aspirational versions of themselves, which consumers quite rightly are holding them to task over. As this conversation continues to grow, so does our responsibility to select and work with influencers on behalf of our brands that create genuine and realistic content. Though, we have to say, we feel for Scarlett and the backlash she’s suffered – nobody deserves that level of agro! READ MORE >

Brands face new roadblocks with Twitter’s new ad policies
READ MORE >

Whole Foods workers seek to unionize, says Amazon is ‘exploiting our dedication’
READ MORE >

 

WEIRD

RIP, NAKED PALETTE

Urban Decay

We file this story under the ‘weird’ category, but it’s also a ‘win’ - and ‘extra AF’. Urban Decay recently retired their iconic and hugely successful ‘Naked Palette’ and wanted to pay the product due respect – with a glamorous funeral, attended by Nicole Richie and a bevy of internet makeup superstars. Captured in an instantly shareable video clip hosted on the brand’s YouTube channel, the brand aired its final farewell (and offered a discount) on the departing palette. The clip saw the stars decked out in funeral attire that would veer on the inappropriate side for a normal funeral, but were entirely suitable for this occasion. A series of clever plays on words and tongue-in-cheek references to the colors of the palette turned out a really clever piece of content, one that could set a precedent for brands retiring products in the future to make more of a (funeral) song and dance about the moment. READ MORE >

Flying taxis to launch in the UK
READ MORE >

Brand New Roman, a new font made entirely with corporate brand logos
READ MORE >

Miracle Whip takes over Florida town to drive out mayo
READ MORE >