Posts Tagged ‘brand launch’

Storytelling and Brand Resurrection in the Age of Social Media

October 12th, 2012

Editor’s Note: One of the prizes of winning the MarketingSherpa Reader’s Choice Awards is the chance for a guest post here on the MarketingSherpa blog. Today’s post is by Cheryl Burgess of the Blue Focus Marketing blog, chosen as best social media marketing blog … by you.

With the recent announcement of the “new” MySpace — and with Justin Timberlake providing the public face of the redesign — the question on everyone’s minds is: Will it work?  Can a social media platform that had been all but left for dead really resurrect its brand? Much has changed since the site’s heyday around 2006-2007, and many obituaries have been written for the flagging social media platform since the advent of cooler, more versatile and user-friendly platforms such as Facebook, LinkedIn and Google+.

Other more specialized social media platforms have also been introduced into the mix such as Twitter, Pinterest and Foursquare, each offering users a deliberately limited—but engaging—social experience.  Quite simply, there will be a lot more competition for MySpace this next time around, including the thriving platforms responsible for “poaching” the platform’s original users in the first place.

Read more…

Treat Rebranding Like a Product Launch

May 6th, 2008

Marketers often face skepticism within their companies when they embark on a new brand launch or corporate rebranding effort. Non-marketing types, particularly engineers, tend to think of branding as one of those fuzzy, feel-good exercises that don’t really have an impact on their jobs.

So, I was intrigued by a unique approach to this problem adopted by the marketing team at NetApp, which recently unveiled a new brand identity. (You can read more about this project in our Sherpa Case Study,(here).

Read more…