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We’ll just come right out and say it: we LOVE Beantown! As one of the most historic cities in the country, Boston has a lot to offer from unique activities, great food, and lastly, is home to some amazing brands.

Throughout the year, we routinely invite editors and influencers spanning a variety of lifestyle, food, and travel publications to join us for brand excursions to aspirational places like Santa Barbara and Sonoma County. While these locations are breathtaking in their own ways, we decided it was time to take advantage of our own backyard and prove that Boston in fact is a great travel destination.

This is why we invited 10 editors to come experience all of Beantown’s unique qualities in our first Boston Experience, a new program added to our House Program series.

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Take me out to the ball game

It wouldn’t be a trip to Boston without a chance to watch the Sox play at Fenway Park. As soon as the editors landed in Logan Airport, we made our way over to Fenway – in Safr vehicles, a new Boston-born ridesharing app – to watch the Boston team play the Blue Jays (spoiler: they crushed the Jays). Even though some of our New Yorkers were hesitate about sporting those Boston B’s on their caps, everyone enjoyed a Fenway Frank, or two, and were psyched to be able to experience a ball park that has so much history – Green Monster and all.

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Best view in Boston

For their weekend in Boston, the media had the pleasure of staying at one of Boston’s newest boutique hotels, The Envoy Hotel. Situated along the water in one of the city’s fast growing neighborhoods, the Innovation District, the views from this hot spot are unmatched.

After a Red Sox game, we rounded off the evening with a boozy social on the Envoy Hotel’s stunning rooftop, drinking in the city skyline as well as a few signature cocktails.

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Unforgettable brand experiences

The next morning, we were up at the crack of dawn to watch the fishing boats at Boston Fish Pier unload their daily catch. Legal Sea Foods gave us the behind the scenes scoop on how they choose their premium fish and what goes into making sure all their restaurants are getting the best and freshest fish.

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Later that evening, our group dined with Legal Sea Foods at their Harborside location in the Seaport. It all began with Executive Chef Rich Vellante’s oyster shucking demo – that you can find live on Food Network’s Facebook page.

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And the night concluded with a true sea-to-table dining experience where the media tasted Legal Sea Food’s freshest seafood dishes. Also at the table, was Legal Seafood’s CEO Roger Berkowitz who dined with the media and chatted about his journey with the brand.

Demarco Williams, Forbes Travel Guide editor, wrote about his experience with Roger Berkowitz. Check it out here.

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After a classic duck tour excursion, the best way to get up to speed on your Boston history, the day peaked with a surprise trip to Ocean Spray’s cranberry bog just outside of the city. Knee-deep in cranberries, the media learned about cranberry harvest and finished off the experience with a bog-side luncheon. Needless to say, the group was berry pleased with the amazing Instagram pics they got from this adventure.

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Feasting, beasting and sight-seeing

The next morning we kicked off the day the right way with a scenic run along the freedom trail in Hoka One One kicks!

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And followed it with a lunch rendezvous to ArtBar in Cambridge where the staff pulled out all the stops – oysters, shrimp, mini tacos, a s’mores bar, and a sorbet bar!Picture1

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And from ArtBar’s patio, a boat picked us up for a little rosè and a cruise around the harbor with 90+ Cellars and Discover Boating.

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We sent off our media with a restful rooftop yoga class, hosted by Boston- born brand Crane & Lion.

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Who knew there was so much to do in our very own backyard? Check out the social chatter from this experience on Instagram at #CBCBostonExperience.

 

Over the past few years, “athleisure”—a clothing trend combining athletic wear and casual attire—has taken the fashion world by storm.
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In an article from Business Insider, Dennis Green says that athleisure has changed the fashion industry to the extent of creating an entirely new category of clothing.

The popularity of athleisure reflects a lifestyle change towards health and fitness—a movement spearheaded by millennials.

And as many fashion brands are acknowledging, appealing to this new health-savvy population of fashionistas rather than dissuading them is the trick.

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Any marketing expert can tell you that understanding the audience and its desires is key. Per a Harris poll, 72% of millennials prefer to spend their money on experiences, rather than material things. As athleisure clothing is typically worn for an experience, such as working out or hiking, they are more likely to spend their money on it.

Out of the numerous brands that have caught on to the trend, Lululemon could be considered the pioneer.

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From the start, Lululemon never had to truly change its marketing strategy. Millennials ignited the cultural emphasis on health and wellness, bolstering the marketing success of companies like Lululemon that already had products catering to exercise and outdoor activities.

A mixture of well-established fashion brands and niche brands have answered the athleisure trend. Old Navy and Target offer low-price athleisure gear, while more high-end fashion brands such as Tory Burch have created their own lines of athleisure clothing.

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Meanwhile, smaller brands like Outdoor Voices launched in response to the demand for athleisure products.

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Many speculate it was only during the height of the athleisure craze in 2015 that these other brands began to mimic Lululemon’s marketing practices.

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The beauty is, this trend isn’t just for the millennial demographic. At CBC we’ve worked with female apparel brand Garnet Hill to spotlight their own athleisure line with content that is more than just about the physical piece – it’s about the lifestyle you live while wearing it.

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In our opinion, these companies have the right idea. They appeal to this athleisure-crazed audience by promoting healthy experiences in a comfortable, fashion-focused way.

We live in the age of digital storytelling. While social media influences how consumers communicate their personal stories, an advertiser’s job is to harness technology and use it to shape an authentic brand narrative that resonates with the audience.

Digital storytelling is fluid and requires constant self-education. As it evolves quickly (and sometimes unpredictably), brands must engage strategically.

To understand where we are now, we have to look at how digital storytelling has evolved overtime.

The birth of Facebook

When Facebook hit the scene in 2004, users were thrilled to be able to share pieces of their lives in a virtual, easy way.

In 2009, Facebook introduced brand pages for companies to connect with their audience and then enhanced its storytelling offerings in 2011 with the implementation of a timeline, cementing itself as the go-to connection channel.

An example of massive brand success via Facebook is Tasty, the food brand owned by BuzzFeed known for its interactive recipe videos. Their content ensures that users stay on Facebook longer, links to e-comm, and generates ad revenue.

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The Twitter egg hatches

The Twitter bird flew onto the scene in 2006 and started as an outlet for quotes, quick statuses, and celebrity updates. Today, Twitter has transformed into a driver for media, news, and entertainment. It is also used as way to directly connect consumers to brands.

JetBlue effectively uses Twitter for customer service and real-time updates. They make sure that their brand story is all about how well they care for their customers.

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Twitter has remained consistent in its delivery of stories, while its digital counterparts advance according to the demands of a hungry digital audience. But beware, headlines and hashtags are only one piece of the brand story.

Instagram enters the playing field

Instagram capitalized on the visual trend, impacting what people expect to see. Despite its roots, it is no longer just a photo-sharing company.

Its methods of visual communication have evolved tremendously from static images, to short videos, to live and real-time stories.

We at CerconeBrownCompany have embraced this new feature to connect with our own consumer base – brands and potential clients! Our Instagram and Stories are a hub of all the happenings at our House Programs.

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As digital storytelling evolves in accordance with the way consumers communicate, brands will need to exhibit a willingness to experiment and adapt right alongside existing and emerging platforms.

 

 

Experiential marketing is changing how brands interact with consumers by allowing for the opportunity to introduce them to products in an authentic, tactile and memorable way. In turn, this fosters lifelong relationships between brands and their consumers.

At CerconeBrownCompany, we believe that an experience can be a brand’s most valuable offering and has the power to convert a person from a one-time customer into a brand advocate.

Hiring an agency is a wise investment, as one that is successful will create, deliver and share a positive experience on behalf of your brand. But before you sign on the dotted line, review the qualities below to make sure you are selecting the ideal partnership.

Consider your company’s values

Read between the lines of the mission statement and opt for an agency with similar values to your own. Collaborating is more successful when both parties genuinely enjoy working together.

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You can’t do experiential without “experience”

Every agency will admit to spaces that are more in their areas of expertise than others. A quality agency will host a kick-off or strategy session when you first begin work together. It’s not always a deal-breaker if the agency hasn’t worked in your industry before – sometimes a group of people with a proactive, go-getter attitude with experience in getting their hands dirty for their clients is more efficient than anything else.

Creativity is a skill

You wouldn’t buy a car without reading about the reviews and expert opinions, right? It’s no different when selecting an agency. Peruse the agency’s portfolio and see how they’ve brought other brands’ creative visions to life.

For example, CBC hosts a variety of unique House Programs – an opportunity for influential journalists to immerse themselves in unforgettable brand experiences in idyllic settings.

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Communication and accessibility

We totally get it, you are passionate about your brand. The right agency will understand that and do everything they can to keep you in the loop. It is important that you work with a team that is responsive, the direct point of contact, and collaborative.

One way an agency will communicate is through consistent and formalized reporting. At CBC, we report with two different platforms: TrendKite for public relations and Brandwatch for social and digital.

 What are your goals?

If you’re looking into experiential marketing, it’s likely you have specific business objectives in mind. Whether it’s growth or overall brand amplification, make sure the agency understands your goals and is proactive about addressing them in their proposal. If you are upfront and direct about your goals, you will better identify the agency that will best fit your needs.

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Inhouse vs outsource

Why look somewhere else for an asset you might have right in front of you? An agency with a photographer, designer, and creative director in-house is a bonus because it means they have the all of the essential tools readily available. Agencies who want to outsource talent require extra time, money and resources.

Stalk on social

You know the old adage “do unto others as you would have them do unto you”? Check out how the agency presents itself on their own social posts – if you see a strategy or unique quality in their digital presence, that’s a good indication they will power up their client’s channels too.

For example, we at CBC are strategic in our social approach, pumping up our Twitter feed with daily industry news and coloring our Instagram feed with the happenings in our House Programs.

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There are certainly many other traits to take into consideration when picking the best experiential marketing agency. What are the qualities you look for in an agency?

We live in the age of information; an era that gave birth to the World Wide Web, online messaging, and social media.

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More and more, brands are expected to keep up with digital trends when it comes to connecting with their audiences, oftentimes relying on tried-and-true approaches.

But every so often, one brand will do something completely unexpected and disrupt the digital space.

One such brand is Addict Aide, a French organization that empowers progress in the fight against addiction.

Their 2016 campaign Like My Addiction featured Louise Delage, French socialite who had it all: glamour, wealth, style … and a drinking problem? In every one of her pictures, she held a drink. Not one of her followers noticed.

Little did her fans know, she was an actress devised by Addict Aide as part of a campaign to bring awareness to alcohol addiction.

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Below we have dissected the science behind this viral campaign using an online persona and created some takeaways for your next disruption.

 

Do your homework

Underneath the seemingly simple social posts was a data-driven scheme. The creators identified their audience before the launch, studied the influencers within that space, and designed a character that would appeal to the targeted demographic.

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They also used standard strategies such as posting at high-traffic times, networking with influencers, and sourcing trending hashtags.

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Fake it ‘till you make it

To keep “her” audience unaware, Louise Delage posted content that was relevant, attractive, and enviable. While the alcoholic beverages were conspicuous, the images crafted a realistic storyline that didn’t seem out of the ordinary.

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Blending in with the crowd

Users are accustomed to an Instagram feed of idealized and fantastical photos from their favorite influencers – a space that already makes it difficult to quickly distinguish reality from fiction. Louise Delage successfully played the part of “the girl women want to be and men want to be with”. She evoked jealousy and longing, sentiments that led to her reaching 50k followers in just a few weeks.

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Close with a bang

The big reveal came in a short video; one that disrobed the campaign and presented the concept that you never know when someone is suffering from addiction, even when it’s right in front of your face. Addict Aide closed its campaign in a simple, informative, and nonjudgmental way.

 

The Like My Addiction finale video garnered more than 1 million views and was featured in prominent publications. Most importantly, the creators achieved their objective. Louise was more than just an interesting marketing tactic – she was a living, breathing representation of the company’s mission.

When done wisely, an alternate identity or other disruptive use of digital marketing can help to prompt brand awareness. Just remember: what you see on social media may only show a fraction of the truth.

Apple has undoubtedly changed the face of the tech world, and the company has cultivated a loyal following while contending against its rivals. But they’re about to put their brand positioning to the test as they introduce their newest product since the Apple Watch: the HomePod, due to release in December 2017.

The new Apple HomePod poses a challenge to other voice-controlled speakers currently on the market, like the Amazon Echo and Google Home, despite their similar functions including spatial awareness, advanced sound technology, voice recognition, and mobile apps.

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All it takes is Apple’s brand positioning and loyal cult following to set their new products apart from the competition.

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The force of Apple’s brand—arguably the supreme manufacturer of 21st century technology—significantly strengthens the appeal of the HomePod.

The HomePod’s ultimate goal (to “reinvent home music” as a “breakthrough speaker”) only bolsters Apple’s authoritative positioning, a powerful stance on the project of combining the right blend of smart speakers and good music—something that, according to Phil Schiller in a recent presentation, has not been achieved yet.

Not until the HomePod. Or is this true? By virtue of originating directly from Apple, the HomePod may seem to have certain advantages. But do all consumers believe this?

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According to Schiller, Apple’s signature A8 chip also allows the HomePod to have the “biggest brain” in any speaker. However, even with the hype—the HomePods’s reception among potential customers has been lukewarm.

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Our prediction? HomePod will be a success—but not due to its claims of breakthrough technology and features. The brand awareness of the Apple name and customer loyalty will be the true reasons behind its success.

What do you think?

Source: https://www.apple.com/homepod/

Can you believe it? CBC just wrapped up its 11th annual Winter House. And if we do say so ourselves, it gets better with age!

As communication methods evolve, so do the creative ways that we as marketers collaborate with brands. For those who don’t know, the CBC House Programs bring some of the nation’s most coveted top tier media to some incredible locations. For Winter House, Park City, UT was the perfect setting to experience brands and their products the way they were intended.

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19 editors from top-tier outlets like Esquire, Fox News, and Women’s Health joined us in Park City to ski the slopes at Deer Valley, sip cocktails by the fire at Wyndham Vacation Rentals, and experience a Rocky Mountain winter firsthand.

Get a behind-the-scenes look at some of the brands and experiences that were showcased at the 2017 Winter House:

Miraclesuit hosted a playful hot tub cocktail hour and dinner hosted by a private chef. The perfect ending to a day on the slopes.

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Deer Valley is home to some of the best skiing in the country. Here, editors skied on perfectly powdered runs while outfitted with gear from Obermeyer, Rossignol, and the Rudy Project.

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After skiing, yoga was the perfect way to unwind and stretch out those tired muscles. Kleenex hosted a relaxing yoga class at one of Deer Valley’s most elegant resorts, The Montage.

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And the fun didn’t stop there. Media guests were wined and dined with POM-perfect cocktails, while bundling up in Ugg boots and Stance socks.

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To close the experience, Ester-C hosted a breakfast on the last day where they concocted juices and smoothies that included their immune boosting products. After the healthy meal, editors boarded their planes energized and fully equipped to fight off the winter cold season.

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Through the experiences provided by CBC Winter House, editors naturally connected with brands and products as a way to craft genuine stories to share with their readers. But don’t take it from us, check out the full story of #CBCWinterHouse on Instagram.

The five senses play a key role in our consumer lives. Traditionally, many brands’ marketing teams have focused solely on sight when producing their creative work. However, today’s brands attract their audiences through another sense: hearing. Sound in marketing has now become a popular and expected asset.

Sonic branding is the strategic use of sound and music to build brands, used to trigger an emotional response from the consumer, elevate their experience with the brand, and build a relationship.

Why should every company use sonic branding? Not only does it help you stand out from the crowd, but it also makes you memorable. Some examples of brands that have created a short but catchy sound include T-Mobile, Microsoft, and Skype.

One of the biggest mistakes an agency can do is just slap on a good song without much thought. Just because you like a song or it’s popular among the general public doesn’t necessarily mean it’s the right fit for you.

Consider Royal Caribbean’s use of Iggy Pop’s “Lust for Life.” Sure, it’s a classic song, but was it the best choice for this particular brand? After listening to the lyrics, many people were confused as to why this brand would want their luxury cruise line associated with the lyrics.

However, some advertisements are paired so well with music that the two become timeless associations. It gets to the point where you can’t hear the song without thinking of the brand that popularized it.

For example, how will we ever forget the dancing Mr. Six in the 6 Flags Commercials to the Vengaboys hit, “We Like To Party”?

Just like we won’t ever forget when Target re-wrote the lyrics to Sir Mix-A-Lot’s “Baby Got Back”!

Some commercials are so trendy that the musical artist also spikes in popularity. The alternative rock group Phoenix became an overnight sensation after Cadillac’s SRX Commercial was released in 2010 with their hit song “1901.”

It’s safe to say that these songs will be stuck in our heads for the rest of the week. And with the demand of interactive marketing on the rise, we can’t wait to see which sense is incorporated next.

It’s official – Garnet Hill has packed up a collection of its most beautiful home and apparel products and set its sights on the open road! Their mission? To connect with their customer in a tangible way and provide a unique touch-and-feel experience in the comfort of her own backyard

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This August, we’re celebrating the launch of Garnet Hill’s Mobile Boutique – a pop-up store that truly takes the concept of “experiential marketing” to a whole new level.

Built to feel like a tiny, natural home where you can literally touch, feel, and shop all of the beautiful Garnet Hill products, the boutique is equipped with all of the homey essentials – kitchen, bathroom, bedroom, closet, and a roof deck.

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The pop-up is an homage to the brand’s Beautiful, Naturally mantra and was stunningly designed by ModEco Founder and HGTV Container Home personality Drake Boroja from a converted shipping container. It showcases an array of the most beloved Garnet Hill products, and serves as a venue for community events including wine tastings, farm-to-table meals, and other demonstrations.

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The mobile store began its pilgrimage in Franconia, New Hampshire, is currently moving south through the state via Exeter, and will end in New York City.

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Join the journey! Follow along with #GHmobileboutique or visit their Events Page on Facebook for information on how to experience the boutique yourself.

Like the rest of the world, we can’t wait for the Olympic flame to land in Rio on Friday and kick off of the 2016 Summer Games! In the spirit of the season, we’ve decided to pay homage to a few of the worldwide Olympic partners whose genius marketing strategies support this global event.

  1. Proctor & Gamble

P&G became one of our favorites when their “Thank You Mom” campaign launched in 2012. This year, it continues to build with their recent Rio “Stronger” video. Their team has partnered with athletes and moms on their journey to the Olympic games in more than 21 countries around the world.

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Source: Sheila Favretto

 

  1. Coca-Cola

Coca-Cola never ceases to amaze with their marketing ploys! Their newest campaign, #ThatsGold, will feature not only the athletes but also the gold moments of the consumers of Coca-Cola. Their campaign will come to life through several, activations. Just look at some of these print ads already rolling out; we’ll stay tuned in to this one for any campaign engagement success. .

 

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  1. Visa

For this year’s Olympics, Visa launched its most ambitious integrated global campaign; the Carpool campaign. It will feature a group of 20 world-class Olympic and Paralympic athletes as they carpool their way to the games and, of course, pay for their adventures with Visa.

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  1. McDonald’s

McDonald’s has been an official sponsor on the Olympic games since 1976 and has a longstanding commitment to the Olympic movement. For this year, they will focus their marketing efforts on the future athletes of the Olympic games: kids.

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Their “Friends Win!” Campaign, will send 100 kids from around the world to participate in the opening ceremony of the Olympics through McDonald’s Olympics Kids Program. Unlike other campaigns in the Olympics, their product is not mentioned or shown once during the TV commercial.

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  1. Samsung

Samsung’s “The Anthem” campaign breaks down global barriers by singing the anthem of another country. Younghee Lee, executive VP of global marketing for Samsung, states, “By singing The Anthem, fans and athletes across the globe can fee a shared sense of pride and unity and together celebrate colligative progress, which is integral to the Spirit of the Olympic Games.”

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Sources: Vincent Rollandin, Mariana GC스티브 (Steve)

Slow clap for all of the brands involved in making the 2016 Olympic games a reality! It’s sure to be an exciting summer of sports.

There’s something to be said about a weekend getaway to America’s wine region, Sonoma County. Breathtaking countryside, endless vineyards, the finest farm-to-table cuisine, all tucked into the rolling hills of Northern California. It’s the perfect spot to unwind and unplug – or to simply indulge in amazing food and a chilled glass of Sauvignon Blanc.

For 24 editors spanning a variety of lifestyle publications, this blissful vacation daydream became a reality during CBC’s Cooking Cottage experience from April 29-May 4.

The CBC Cooking Cottage is part of our House Program series and was born from the desire to provide editors and bloggers the opportunity to engage with a variety of brands in a tangible, meaningful way. Representatives from publications like Good Housekeeping, Oprah Magazine, Real Simple, Women’s Health, and more attended the organized oasis and left with a weekend experience they won’t forget.

Each day featured a new set of socially-engaging activities, each hosted by a different brand. The agenda included events like a wine and cheese at Arrowood Vineyard with President Cheese, an exclusive poolside yoga class with Clif Bar, tours of two Jackson Family Wines vineyards, a Pinot and Potatoes Paint Night with Alexia, and many delicious meals in between.

The Cooking Cottage experience gave participants an enchanting taste of the rich Sonoma culture, as well as an insider’s look at highly-coveted brands like Omaha SteaksSambazonStonewall Kitchen, and Simply Organic.

But don’t just take our word for it. Scroll through the amazing photos posted by our guests on the hashtag #CBCcottage on Instagram.

Until next year, Cooking Cottage!

There’s something to be said about a weekend getaway to America’s wine region, Sonoma County. Breathtaking countryside, endless vineyards, the finest farm-to-table cuisine, all tucked into the rolling hills of Northern California. It’s the perfect spot to unwind and unplug – or to simply indulge in amazing food and a chilled glass of Sauvignon Blanc.

For 24 editors spanning a variety of lifestyle publications, this blissful vacation daydream became a reality during CBC’s Cooking Cottage experience from April 29-May 4.

The CBC Cooking Cottage is part of our House Program series and was born from the desire to provide editors and bloggers the opportunity to engage with a variety of brands in a tangible, meaningful way. Representatives from publications like Good Housekeeping, Oprah Magazine, Real Simple, Women’s Health, and more attended the organized oasis and left with a weekend experience they won’t forget.

Each day featured a new set of socially-engaging activities, each hosted by a different brand. The agenda included events like a wine and cheese at Arrowood Vineyard with President Cheese, an exclusive poolside yoga class with Clif Bar, tours of two Jackson Family Wines vineyards, a Pinot and Potatoes Paint Night with Alexia, and many delicious meals in between.

The Cooking Cottage experience gave participants an enchanting taste of the rich Sonoma culture, as well as an insider’s look at highly-coveted brands like Omaha Steaks, Sambazon, Stonewall Kitchen, and Simply Organic.

But don’t just take our word for it. Scroll through the amazing photos posted by our guests on the hashtag #CBCcottage on Instagram.

Until next year, Cooking Cottage!

It is no secret that Live Video has transformed the world of social media with applications like Snapchat and Periscope. Even Facebook, as of recently, has been embracing Live Video capabilities and is growing out the now popular feature. After its release back in December, Facebook has expressed that its “Live Video” was going to be an integral part of the platform’s design. Now with one of the biggest pushes it can offer, Facebook is looking to make Live Video mainstream, and forge ahead as one of the most used social media interfaces on the market.

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This week, Facebook released a huge update that aims to make its Live Video feature a part of its infrastructure, holistically. With the update, Live Video will replace the Messaging tab on the bottom portion of the digital app. The new tab will feature broadcasting from around the world, from your friends, and from pages you follow. In addition, Facebook has now allowed you to interact with a map of broadcasts (this feature is only available on the desktop interface).

Still confused on how the update might change your experience? Check out their demo video below:

So what does Facebook’s new update mean for brands? We’ve made it clear that Live Video is definitely an added technique that brands should use in their outreach initiatives (check out our blog posts on Snapchat: Link 1 & Link 2), but Facebook is now giving brands a bigger platform to reach more active users than any other social media outlet. Live Video gives brands exposure opportunities and allows for real-time interaction from a direct brand-to-consumer perspective. With this kind of interaction potential, brands can continue the trend of breaking barriers, promoting transparency with their target audiences.

Another important capability for brands to use will be the measurement tool associated directly with the Live Video feeds. Publishers and video creators will be able to see total live viewership numbers during a broadcast. This gives brands a numerical indication of how well they are doing with impressions, and allows them to see how many actual target audience members they are hitting… something that other Live Video platforms have yet been able to do. (You go, Facebook!)

While there are no paid advertisement opportunities yet available with Facebook’s Live Video, the endless options to integrate your brand into real-time conversations with consumers can open a flood gate of brand exposure. Whether or not you join the wave, Live Video is here to stay in the social media world.

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For the last seven years, Coca-Cola’s “Open Happiness” campaign provided a mantra that connected the brand and its consumers in a remarkable way. With clever ad approaches and recognizable exposure, Coca-Cola established a movement that associated the brand with philosophical and psychological happiness. But with the attention on the brand itself for nearly the last decade, Coca-Cola recently saw fit to put focus back on the products and get its consumers to re-commit to the brand’s actual beverage offerings.

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Coca-Cola’s new campaign “Taste the Feeling” was released last Tuesday with an abundance of new print and video advertisements to refocus Coca-Cola’s consumer base on the actual product in the bottle: that sugary sweet good stuff we all love to love.

The “Taste the Feeling” campaign, using their ‘One Brand’ strategy, has a very direct goal: to connect the Coca-Cola brand on a global level. While stressing the global campaign, Coca-Cola will strive to reinforce the notion that consumers choose Coca-Cola products – across all of its trademarks – based off of their preference and lifestyle choices.
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The company intends to encourage consumers that their lifestyles already align with sugary Coca-Cola products, but in doing that, one can’t ignore how the global shift to healthier lifestyles puts a strain on Coca-Cola; while they are a completely successful brand, they’re fundamentally ignoring the bigger picture. Although the company offers ‘smarter’ lifestyle choices, the consumer base is still looking for a more revolutionary product that supports the movement to living a healthier life. Can the ‘One Brand’ strategy and the “Taste the Feeling” campaign serve to reconcile that gap between lifestyle and preference?

Whether you see it as a futile quick-fix, or as the tip of an iceberg that represents a huge step soda makers must one day take, with its new approach, Coca-Cola is ready to take you back to your special moments and remind you of the feelings associated with one of the world’s most beloved drink brands. The full set of “Taste the Feeling” television ads can be found on Coca-Cola’s YouTube page, but you can check out one of the commercials, which covers Queen and David Bowie’s song “Under Pressure”, below!

Contrary to what you may have learned in elementary school, the concept of “judging a book by its cover” plays a positive and essential role in marketing a new product. While it’s still the inside that counts, the outside packaging represents a crucial (and potentially first) step in attracting consumers. Not only are shoppers consciously looking for new and exciting trends, but psychological factors affect who buys your brand –without the buyer even realizing it.

Essentially, your product should scream, “Pick me!” without making a sound. Relying on imagery, color scheme, texture, and shape, your brand can speak wonders.

We’ve looked into emerging trends for packaging to find out just what consumers will knowingly and unknowingly be drawn to in the New Year. As Rich Cohen, founder and president of Distant Village Packaging, put it, brand packaging must be seen at as a “silent salesperson”. Turns out some of our clients are already ahead of the new trend game – here’s a look at their clever and effective packaging.

Color

Have you ever been looking at an ad when suddenly your hunger skyrockets? Well, there’s meaning behind this. Certain colors like yellow, red, and orange are known to spike appetite, as well as create a sense of energy and excitement. Cooler colors like green, blue, and white stir up feelings of calmness and security, explaining why they’re usually used for spa-related products. Luminox capitalizes on this color trend, using black and red in their watch packaging design. Along with the energy and passion of red detailing, the black boxes convey a sense of prestige that the product, true to its broader brand message, upholds.

luminox2

Size & Shape

Size and shape also play a crucial role in the impression a product makes on a consumer. The shape of the package can tell a story about the product, for example. Backyard Farms employs this, packaging its tomatoes in boxes that mock an actual fenced-in backyard. Backyard Farms provides a fresh-from-the-garden tomato, and this message is translated in the brand’s package design. In addition to telling a story, shape can convey other subconscious values: rounder packaging emanates a softer, feminine feel, while hard edges translate to toughness and masculinity.

tomatoes

Design Aesthetic

The general aesthetic of your packaging can make or break a final sale. Recently, consumers have been reaching toward more authentic and “natural”-looking packaging. They favor homemade designs over utilitarian ones, as “hominess” tends to produce honest, quality, and caring associations. Stonewall Kitchen’s packaging is a successful example of this design tactic. Each of the brand’s jars of mustard and bottles of sauce is labeled with soft, casual, handwritten-esque typography. It’s as if your grandmother just whipped up a batch of her famous blueberry jam, and attached a specially crafted personal note. And who doesn’t love grandmother’s jam?

SWK

So go for it, try the colorful box or rustic jar; some brand manager spent a lot of time creating it just for you.  We bet it tastes or works as good as it looks.

 

 

 

 

 

 

 

 

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