Pause and imagine Steve Jobs. A man in a black turtleneck unveils a new gadget, perhaps the new iPhone. He speaks to you intimately, as if he knows you personally. He tells you a story about the phone, but the true meaning of his words is: “we share the same values and lifestyle: we are a community.” The people who bought Apple when Jobs was alive saw themselves as part of a community, to the extent that the phones were less important than the lifestyle they represented. How could Jobs appeal to their emotions so powerfully?
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The Truth About Working with Marketing Agencies
4 min read
If there’s one thing we here at Duco Media have learned over the years, it’s this: Agencies that don’t have digital marketing analytics are destined to fall. Succeeding digitally requires an enormous amount of effort, resources, and the ability to sift through constant streams of data. Without the use of software, marketers and agencies lack the foresight to maximize their campaigns and create productive feedback loops between their analytics and marketing efforts.
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Why Stories Matter
1 min read
Let’s say you want to market your brand to millennials and Gen Z, but you don’t have the key ingredient for this audience: a powerful digital presence. How do you grow your brand in a time when competition for digital mind space is fiercer than ever?
This was the task we faced last year when we transformed Breakmood, a new apparel brand, into an up-and-coming player in the digital market. First, we gave them a facelift and identity positioning that would resonate with values and habits that appeal intimately to millenials and Gen Z audiences. We then built a new e-commerce site based on this new identity and prepared it for business. But organic traffic was slow at first because the brand was too new, and the content on the site was limited. While we have had great success with paid advertising campaigns, these are difficult to fund for a small brand. Our solution was to build on these first steps by developing a holistic social media strategy: we created a photo and video shoot, we collaborated with influencers, we engaged the community, one customer and follower at a time. In other words, we did not just rebrand Breakmood from the ground up—we also made Breakmood the center of a new community organized around its mission and product.