Much like an actual person, a brand persona is crafted to exude human characteristics that mirror those of the brand’s target audience. In doing so, consumers are more willing and interested in connecting with a brand that speaks their language, and resonates with who they are. By developing a genuine and relatable brand persona, companies, in turn, are better able to produce everything from messaging to content that will effectively speak to their consumers.
We live in an age of controversy. Whether it’s a tweet from the president, or a YouTuber making a anti-semitic video- we see it all around us. PewDiePie, his real name, Felix Kjellberg, is arguably the most successful YouTuber of all time. Recently he uploaded videos to his channel which showed racist and anti-semitic content and his sponsors reacted. Not only did PewDiePie lose his sponsorship with Disney, but has sparked a conversation of control over creators. This conversation isn’t about PewDiePie though, if it wasn’t him, it would be someone else. Influencers are in a unique position of control over their own brand, which means sponsors must be careful when signing deals with these celebrities. Brands need to pad against controversy through influencer vetting as well as placing strict guardrails on sponsored content.
Last Thursday, March 2nd was ridden with a combination of excitement and nerves, as runners around the country and world awaited news of acceptance into the largest 26.2 mile race in the world, the TCS New York City Marathon. This year’s non-guaranteed drawing raked in the largest volume of applicants in the race’s history, a staggering 98,247, all vying for a coveted bib. With a low acceptance rate of 17%, only 16,211 runners were accepted into the 2017 competition.
With two half marathons under my belt and a marathon up next on my bucket list, I eagerly entered the lottery this year for the first time, floored with the news of making the cut!
A recent research study reveals that a staggering 7 in 10 U.S. parents currently own an IoT (internet of things) device. Even among non-IoT-owning parents, 75% cite interest and a desire to learn more, both of which suggest a burgeoning market that is ripe for entry.
Without a doubt, the IoT category has more than piqued the interest of parents, with 37% of current owners stating their desire to purchase another device in the next 2 months. Brands hoping to capture a share of this innovative category should consider the degree of customization and personalization they can offer to customers in unique ways, as parents themselves cite an openness to such.
A recent report from Business Insider explored the growth of the professional install market for smart homes, citing that DIY solutions have struggled to gain traction against professionally installed smart-home systems.
This prompted curiosity into the latest purchase trends for DIY smart home companies. Interest focused on exploring trends among consumers who had both purchased and installed smart home products within the lighting, temperature/energy and security smart home product categories. A DIY smart home purchase can be defined as one in which the consumer guides themselves through the entire installation of the product/s without the assistance of a professional, whereby a professionally installed smart home system is installed and monitored by a service provider.