Every so often, a video or ad appears that is simply brilliant in its storytelling – and in my view, this piece for Southern Comfort by Wieden + Kennedy hits the mark. The campaign, dubbed “Whatever’s Comfortable” is said by WK to “celebrate and inspire the awesome attitude of people who are completely comfortable with themselves.”
CEO and co-founder of DragonSearch, Ric Dragon has more than 20 years of extensive experience in graphic design, information architecture, web development and digital marketing. He is a sought-after speaker, having spoken at numerous marketing and technology conferences. Ric is also a regular guest columnist for Marketing Land, and Social Media Monthly.
Blog Posts by Ric Dragon
Storytelling. An age-old practice of sharing information, stories and historical perspective across generations. Today, social media has risen as effective storytelling outlet that brings people, businesses, even cultures closer together. Many books have been written about the art of storytelling. Using listl.ly, I have highlighted some of my favorite books on the subject. If you have a favorite, “vote” for it or, if you don’t see it on the list, add it so others can be aware of it.
Imagine a desert island occupied by no more than twenty people. They are living in their own little village. Over time, one of the inhabitants finds that their skill at tanning opossum skins is more and more valued, so others are willing to bring fish and breadfruits to the tanner. Over time, the tanner has a business. He’s literally raking in the clams.
Tags: brand equity example, creating brand equity, define brand equity, definition of brand equity, managing brand equity, what is brand equity
Posted in Integrated Digital Marketing, Social Media in Marketing | 6 Comments »
Last night, I went to the local grocery story, and purchased a shaving soap cup, brush, and a razor, and back at home, helped my son with the shaving of his eiderdown beard and mustache. This rite of passage reminded me that 15 years ago, this lad had come into the world with measured perfection, at least according to the Apgar test. (According to his father, he required no such test. He was perfect the moment I laid eyes on … Continue reading →
In general I look on our company’s website with pride. Every now and then, however, I wake up and feel that something is out of place or outdated, not unlike the feeling I sometimes have gazing around my living room, in fact. In the case of our home page, the plaid couch is nothing short of the central phrase describing what we do: “Internet marketing.” We fall back on “online marketing.” Many years ago, in one of the first iterations … Continue reading →
Fear and Loving in Social Media Why Social Media Changes the Way Brands do Business Ric Dragon urges marketers to accept that the locus of control over brand identity has shifted. Today, brand entities are becoming cooperative concepts owned and maintained by companies and consumers. Rather than view this shifting social media landscape as loss of tactical turf, Ric envisions a vast landscape of opportunity on which companies and consumers can build a future together. Ric Dragon: an Introduction to … Continue reading →
Sometimes I’m utterly amazed at how some large businesses are unable to fix bad customer experiences. I’m sharing this story, not to browbeat my cell phone company, but to talk about the root problem.
Tonight I’ll be speaking with the Poughkeepsie Chapter of the Association For Computing Machinery. I’ve spoken at one of their meetings before, and thoroughly enjoyed it. You probably won’t find a room full of more powerful brains in the Hudson Valley. I’m taking the opportunity to discuss one of my favorite topics, the history of engineering and marketing. Here in the Hudson Valley, we’re in the historic stomping grounds – or at least the vicinity of a great deal of the history of … Continue reading →
Trying to Second-Guess the Color of the Google Logo from Existing Data One of the favorite games of SEO’s is to figure out what Google is thinking based on the data available. We create tests, analyze patterns, and even carefully review Matt Cutts’ videos backwards, seeking hidden messages. In that tradition, DragonSearch has embarked on a study of the colors in the Google logo to determine what color would come next if there was another letter in the Google name. … Continue reading →
The AIDA Model & Elias St. Elmo Lewis While writing Social Marketology, my new book on social media marketing, I get fixated on a particular fact and spend countless hours researching. One fact that has consumed more of my time than any other is the idea that a guy named Elias St. Elmo Lewis invented an oft-cited marketing concept of AIDA (acronym for “attention, interest, desire, action”). AIDA is often part and parcel of something called the customer funnel, … Continue reading →