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Yes, the converse IS true! Contact me if these words paint the picture of who you envision as YOUR next Marketing/Brand/Social Media Manager in the Philly area!  Please visit my LinkedIn Profile, twitter:  @LongacreSuzanne  CV or email me:  SuzanneLongacre@gmail.com.



The Golden Rule – Marketing Style

I just read the article referenced below and it is resonating with me.  This is one of those moments when I say to myself–it is so obvious that it wasn’t obvious.  And to a thinker like me–that is saying something.  The article is titled:  10 Mistakes Brands REALLY Need to Stop Making on Facebook  by Carly Stec  for HubSpot.  I hope you will take a few minutes to read it.  My “Ah-ha” moment came after reading it and thinking about the parallel between brands and humans.

As social media progresses, we are learning that we need to humanize the brand.  If we as marketers communicate from the brand’s point of view, in the brand’s voice, within the same behavioral expectations as humans, then we will not make most of these mistakes. Think about it.  If you have to deal with a friend or co-worker who is: unoriginal, provides way too much content, engages only one-way, is inconsistent, has poor timing, ignores complaints and is trying too hard, you would not want to engage with them, right?  So why would our customers, who are inundated with brand messages and have many other alternatives,  spend their precious time with an ego-centric entity?

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Brands = Humans

Isn’t it that simple?

Do You Label At First Sight?

A colleague of mine, Heather Schuck, founder of Glamajama, Author, Speaker, and Momtrepreneur, posted a great article to her Facebook page titled “Be a Brand, Not a Label“.  It is written by Mark Ecko, founder of several hundred-million dollar global fashion and lifestyle companies, and published in Inc. Magazine.  


In his piece, Mark talks about brands and labels.  As a branding fanatic, it got me thinking deeply about the difference between the two, and how they are often lumped together incorrectly.  So I am going start my rant, I mean discussion, with labels.  

You see, I hate labels.  Labels to me are superficial.  We are labeled by others throughout our days and lives to categorize where we belong (or not) and these judgements are many times made based on very little accurate information.  We walk into a room and are immediately sized up by others:  We are single, married, a mom, a sister, a daughter, a professional, old, young, attractive, overweight, gay, straight, rich, poor, and on and on and on.  These “labels” wish to categorize us without any knowledge of the “brand” who is behind the label–which is our unique selves.  As Mark states brilliantly:

“It takes hard work to understand, grow and nurture the anatomy of a brand.  You can’t do it on the surface and you can’t slap on a Band-Aid when you lose direction or mess up.  You have to dig deep and poke around with a scalpel–because your brand is not skin deep.  Labels are skin deep, but a true, authentic brand is made of blood, bones and organs.  A brand has a heartbeat. The anatomy of a brand is defined by its authenticity.”

Because a true brand is a living entity, we as consumers can connect to it.  We connect to human brands and non-human brands.  The brand connects emotionally to us.  Whether it is fulfilling a need, or helps us re-live a childhood memory, or makes us feel a part of something, we choose authentic brands over superficial labels.  

The most important brand of all is our personal brand.  Whether we realize it or not, we are constantly creating our brand.  Some of us are doing it more intentionally than others.  Think about it.  If you are a Graphic Designer for a leading Ad Agency, and you create fabulous graphics for a brand that is wildly successful, you might tend to label yourself “As the creator of ABC Co.’s trademarked logo.”  But in reality, you are a fabulous Graphic Designer who through your innate talent, schooling, and professional and life experiences, was able to create the amazing logo for ABC Co.  YOU, your brand, created the logo, not your position, or label.

So what’s the bottom line here?  Let’s stop labeling at first sight.  Let’s get to know the brand.  And let’s be mindful about creating our own brand.  Make it intentional–not just a by-product of what you do.  Let your passion come through and be the leader in developing your brand.  And be a brand, not a label!

Market Like It’s Your Job!

The Tweet Heard Around The World

When thinking about last year’s Super Bowl 47, most people will remember the power outage, and would agree that its occurance changed the game. Football fans would say that when the lights came back on, the momentum shifted away from the 49ers, ultimately resulting in a win for the Ravens.

But for marketing geeks like myself, we would say that when the lights came back on, the social media momentum had shifted dramatically to Oreo, resulting in a major win for the brand.

It was the tweet heard around the world.


It took the agency 360i less than 10 minutes to execute this brilliant campaign.  They saw the opportunity caused by the blackout, and immediately their team of creatives and executives, on hand to capitalize on a moment like this, started brainstorming.  Within a few minutes they landed on the idea, and the art director brought it to life.  The simply magnificent, “free” 43-character message went viral within minutes, ultimately receiving over 10,000 retweets in the first hour and 20,000 facebook likes.  Many would argue that this timely, on-brand tweet gained way more brand recognition than the $4 million paid commercials.  Luck = Preparation + Opportunity, right?

This year, most of the big brands are setting up social media command centers (Yes! Really!) to follow in 360i’s path of preparedness and increase their chances of being mentioned in the tens of millions of Tweets about the game and halftime show.  (Last year there were 24 million).  I anticipate seeing lots of social media noise, me-too’s and fails, with a few shining moments by brands that truly understand SoMe and more importantly, THEIR customers.

Top 10 Midwest-based PR firm Lambert, Edwards & Associates and Infegy, a social media monitoring and analytics firm will be monitoring the millions of Super Bowl social media conversations and will be providing updates on the LE&A facebook page and the SoMe winners will be posted at www.lambert-edwards.com/superbowl on Monday morning.

Apple’s 1984 commercial and Oreo’s 2013 tweet were marketing game changers.  I anxiously await Super Bowl XLVII for this year’s halfbacks and hashtags, and hopefully being able to write about a NEW game changer on Monday.


Super Bowl Infographic