Browsing: brands

News
‘It’s time to jump on that bandwagon’: Isentia’s Russ Horell on social media, influencers and the future of journalism
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Gone are the days of days of media monitors delivering clients a package of newspaper cutouts each morning, but that doesn’t mean monitoring is no longer required. Rather, it’s as important than ever clients have a pair of eyes on the news gaining attention across the expanding media landscape. Russ Horell, Isentia’s New Zealand country manager, talks to StopPress about the rise of social media, how it’s responding with AI and what the future of news and journalism looks like.

Opinion
September 21 2012: The day the social media dream died
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September 21 marks the five-year anniversary of the day when Facebook turned social media into just plain ‘media’. This date is probably worth noting, if not necessarily celebrating, as it marks the end of the dream of brands having unlimited conversations with their fans for free.

News
Sweden’s museum of failure
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Even the best brands in the world sometimes misstep. But rather than letting bygones be bygones, innovation research Samuel West is on a mission to ensure that brands don’t forget the worst of what they’ve dumped onto consumers.

Opinion
Riding the wave of social conversations
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Brands are just coming of age in the new collaborative economy. Like any teenager though, a lot of their actions at the moment are a bit awkward. Most of us learnt at some point that joining in on an existing conversation is much easier than starting your own by shouting until you get someone to pay attention. But to join in and be heard means being relevant and on code, and of course the ‘on code’ bit is what brands need to work out because it is constantly changing.

Features
From rags to dollars: the purpose behind Offcut Caps
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Consumers have become a lot more conscious these days, spending far more time researching before purchasing, not just picking up a product because it looks pretty on the shelf. We chat to Adrien Taylor about his cap brand Offcut Caps – which rose from scraps of offcut fabric – about his brand’s ethos and why it’s crucial for brands to have a purpose beyond making a profit.