Chris Richards

marketing | branding | tech | startups


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Brand Messaging Success: Everlane

In an effort to document the things around me that are inspiring and relevant to my work, I’m going to start uploading examples of branding work that inspire me. Things like this mailer for Everlane that I run into every day are always sources of inspiration. I guess people use Pinterest for this sort of “scrapbook” thing, but I don’t want to do that.

everlane transparency messagingEverlane sticks to their brand here, even on a physical mailer, reminding us customers of the cost it took to send the single marketing piece. Read more about their “radical transparency” and you’ll see that this is just another extension of their brand messaging. Bravo.

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New Google Chrome Ad Connects with a Familiar ‘Ding’

Amazing new Google Chrome adI just saw one of the best, most memorable ads for Google products that I’ve ever seen. This one, more specifically for Chrome, hit a very personal chord with me. Take a look.

Not only did the ad have a focused and relateable narrative, but it made great use of Google products in real life. The things on display, like G-chat and video calling, are staple means of communication for most people I know. At my age, most other young professionals have G-chat running all day as a way to stay connected with their other office-working friends. Personally, I use it to chat every day with colleagues and work partners.

So, it’s no surprise that what struck me most about this commercial was the connection it made by demonstrating Google’s products and their tiny nuances. The pleasant “ding” of a chat being received is one of the most recognizable sounds to me, and using that sound during the commercial immediately grabbed my attention. I was instantly reminded of the feeling of excitement when waiting to receive a chat message from my girlfriend as we were studying across the world from each other. The “ding” symbolizes a connection to someone else, and their use of it during the ad is sure to connect with anyone else who has used Google products at all. To me, the tiny “ding” is very personal, and it elicits a response that’s probably not too dissimilar from an iPhone’s phantom vibration.

Whether other people feel that strongly about a small sound doesn’t really matter either, because the rest of the ad is so well done that there’s something relateable in there for everyone.


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Facebook Update: Obnoxious News Feed Ad for Games

 

Wow! I logged in to Facebook this morning and was greeted with quite an eye-sore. Right at the top of my news feed was a giant advertisment for Facebook’s “top games” that I should play. Ads for games have been around for a while now, and obviously Facebook wants to push its app store to users that aren’t using it. But, this? Is this really necessary?

Facebook annoying games adNow, I haven’t really seen this type of “banner” style advertising done by Facebook except in very important cases of alerting users to Timeline, new features, etc. In this case, using the prime location of a user’s news feed to advertise lame Facebook games seems a bit overkill.

It makes me wonder, will Facebook Pages have access to this type of ad in the future? Will we soon see premium ads at the top of our screens? Intriguing and worrisome possibility, for sure.