The Illuminist Blog

Branded Originals: When should brands become broadcasters?

Posted by Jason Hammond on April 20, 2017

Over-the-top networks like Netflix, hulu, YouTube Red and AmazonPrime (those that you get outside of the traditional cable box model) are becoming the preferred means of entertainment for many consumers. This shift in behavior has dramatically impacted the advertising efforts of many brands who now struggle to find their audience as these new mediums circumvent traditional channels, turning traditional ads into an optional part of the viewing experience. To mitigate this trend, many brands have responded by shifting their advertising dollars to creating pre-roll content or serving up ads via social media channels like Facebook, Twitter, and SnapChat. In response to this perceived invasion, many young consumers—who dislike the pervasiveness of digital advertising—have implemented ad-blocking software. More progressive brands, however, are beginning to discover an alternate way of reaching an ad-weary audience when traditional means are diminished.

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Accountable Eats: Transparency & Cause Alignment for Food & Beverage Brand

Posted by Jesse Roesler on February 07, 2017

Never before in history has a food purchase been such a reflection of personal ideology related to health, social issues, and safety as it is today.

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Big Box vs. Boutique: Reimagining the Member Experience

Posted by Jason Hammond on December 15, 2016

There is a quiet war happening in the fitness industry that very few people are aware of. Consumers are migrating away from larger, traditional health clubs and gyms that offer an “everything under one roof” experience in exchange for smaller specialty boutiques such as SoulCycle, CrossFit, and others. This trend appears to be driven by the accessibility of fitness offerings, along with consumers’ (especially millennials) desire to find a workout that meets their needs as both a physically challenging and socially satisfying experience.

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Celebrate Good & Inspire More: 5 Questions That Will Bolster Your Cause Initiative

Posted by Jesse Roesler on November 15, 2016

As millennials continue to demand corporate social responsibility and genuine support of the causes they care about from the brands they work for and buy from, there’s an opportunity for brands to engage a new audience in a very meaningful way.  

Have you thought about what causes your organization could partner with to make a lasting difference in your community? Below are a sampling of the most important questions to ask yourself and your team while building a successful cause-related initiative:

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How Do You Measure Success?

Posted by Jason Hammond on October 18, 2016

The question we often hear when we present our case for delivering authentic content is “How do you measure success?” Here are 3 tips to help you better answer this question.

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Watch Your Speed: Feedback Loops in Healthcare

Posted by Jon Thompson on September 28, 2016

We’ve all seen the “Your Speed” radar signs that tend to pop up on busier roads near schools or residential neighborhoods. The blinking warning of your speed causes you to take notice of your speed and slow down if necessary. These signs were first implemented as an experiment, but the stats have since shown that they are quite effective in reducing speeds overall—cutting down on accidents and making neighborhoods safer for pedestrians, cyclists, and motorists alike. The important takeaway from this example is that when we are presented with information about our performance, we tend to notice and improve. Even though we already have speedometers on our cars, calling out our speed and presenting it to us in this manner makes us take notice and change our behavior accordingly. Seeing the immediate feedback of our speed dropping is a reward itself.

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Are You Striking the Right Balance Between Content and Marketing?

Posted by Jason Hammond on September 15, 2016

 

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3 Keys to Creating a Brand with Staying Power

Posted by Jason Hammond on August 23, 2016

Why do some brands seem to last centuries while others fall out of favor almost as soon as you hear of them?

Here are 3 things that will help you build a brand with staying power as a part of its DNA.

1. Build your brand around values, not things — Many brands reach their peak too quickly. These brands associate with a singular product or service, which eventually becomes a cultural blip that falls out of favor as quickly as it arrived. As important as it may be for a company to have a focused and singular vision in order to produce a great product or service operationally—this does not mean that a brand should follow that same model. Brands that are built around values rather than things are usually the ones that have the greatest staying power; because values unlike things, are both scalable and transferable. Apple is not about computers. They are about innovation. 

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Which Story to Tell?: Six Key Considerations When Developing Story-Driven Content

Posted by Jesse Roesler on July 20, 2016

In the past three to five years, there’s been a rapidly growing recognition in the business world that strategic messages become much more meaningful (and a lot stickier) when presented as part of a visual human narrative. Much has been written about storytelling and story structure, but there’s been little conversation around the part of the process that happens before you actually begin the telling itself: story discovery
and selection.

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Does Your Perception of Your Brand Match Reality?

Posted by Jason Hammond on July 06, 2016

“Our clients love us.”
“We’re an innovator in the market.”
“We’re a highly trusted brand.”
“This is a natural extension of our brand.”

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