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Brand Positioning

Mozilla asks for public opinion to evolve its brand

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Mozilla is rebranding its Firefox brand and is asking people for feedback to evolve its various offerings.

According to Mozilla blog, that fast fox with a flaming tail as an icon doesn’t offer enough design tools to represent Mozilla's entire product family.

Since Mozilla doesn't want to recolor the existing logo and dissect the Firefox, it is working across traditional silos and is designing a system to guide people with its in-product experiences.

Mozilla design team has come up with two design system for feedback –

Designs

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The criteria listed by Mozilla to evaluate the work includes:

Do these two systems still feel like Firefox?
How visually cohesive is each of them? Does each hold together?
Can the design logic of these systems stretch to embrace new products in the future?
Do these systems reinforce the speed, safety, reliability, wit, and innovation that Firefox stands for?
Do these systems suggest our position as a tech company that puts people over profit?

However, Mozilla is not be crowdsourcing the answer or asking for votes but just simple comments on its blog post.

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Expanded phrase match negatives: A script for misspellings

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As paid search specialists, our strength lies in our ability to exert control over our keyword targeting. Every month or so, there are new threats to this control. We must be strong in battling this pay-per-click (PPC) kryptonite. We must build super automation to help save the world from bad PPC!

That is why we at Brainlabs (my company) have created another Google Ads script, this time to help you control the impact of negative keywords. The challenge with negative keywords is getting the balance right. Too little control, and you’ll include budget-draining mismatches. Too much, and you risk losing out on potential customers. To filter traffic for high- and low-value searches, you need just the right touch.

Getting the hang of it takes a bit of trial and error, but using a script to help you along doesn’t hurt. Today, I’m sharing an awesome script that will boost your phrase negative keyword matching by finding the ones you’re failing to catch due to misspellings.

Using negative keywords

We all know that without the right keyword, your ads won’t be triggered when a user enters a search term. Unlike preplanned keywords, search terms are liable to all sorts of inconsistencies.

Advertising platforms like Google Ads offer different ways to match keywords to search terms: broad, broad match modifier, phrase, and exact. Whichever you prefer to work with, you’ll know that planning ahead for human error can be difficult. Luckily, these match types can deal with close variants like misspellings, plurals, broad match, synonyms and related searches.

[Read the full article on Search Engine Land.]

The post Expanded phrase match negatives: A script for misspellings appeared first on Marketing Land.

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Brand Positioning

Trump accuses US media of ‘collusion’ after newspapers unite with free speech editorials

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US president Donald Trump has hit back at around 350 US newspapers critical of the growing disdain of the media displayed by the White House, by penning a series of disdainful tweets.

In an unprecedented display of unity America’s press united in criticism of the US government’s stance toward the media, including the dismissal of critical reporting as ‘fake news’, branding the press as ‘enemies of the people’ and reposting footage of him apparently beating up a CNN reporter.

If it had been hoped this show of force would change sentiment Trump’s Twitter feed proved to be a source of immediate disappointment as the president doubled down by reiterating his ‘fake news’ war cry while going further and accusing media critics of ‘collusion’.

In a series of Twitter posts Trump wrote: “The fake news media is the opposition party. It is very bad for our great country…. but we are winning!

“The Boston Globe, which was sold to the failing New York Times for 1.3 billion dollars (plus 800 million dollars in losses & investment), or 2.1 billion dollars, was then sold by the Times for 1 dollar. Now the Globe is in collusion with other papers on free press. Prove it!

“There is nothing that I would want more for our Country than true freedom of the press. The fact is that the press is free to write and say anything it wants, but much of what it says is fake news, pushing a political agenda or just plain trying to hurt people. Honesty wins!”

There is nothing that I would want more for our Country than true FREEDOM OF THE PRESS. The fact is that the Press is FREE to write and say anything it wants, but much of what it says is FAKE NEWS, pushing a political agenda or just plain trying to hurt people. HONESTY WINS!

— Donald J. Trump (@realDonaldTrump) August 16, 2018

The US constitution enshrines freedom of the press in law but this hasn’t assuaged those who fear a steady erosion in public trust on the back of repeated presidential outbursts.

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Confused.com’s new CMO drops James Corden from ads and restructures marketing team

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Confused.com’s chief marketing officer has launched his first ad campaign since joining the brand, axing the flamboyant frontman James Corden who was “distracting” from the brand’s message.

Sam Day arrived at the price comparison site from the RAC in January, replacing Paul Troy who had overseen the launch of the Corden-backed ‘Drivers Win’ campaign. Speaking to The Drum before his exit, Troy claimed that the Corden ads had been among the best performing in the company’s history and underpinned a turnaround in sales.

However, on joining the business Day conducted lengthy consumer research on the perception of the campaign and found that while there was great “entertainment” value, brand recall was low.

“People weren’t talking about Confused.com or the link to [driver insurance]. It wasn’t about price comparison, it was about James Corden,” he recently told The Drum.

“So, top marks for entertainment, but we needed to tweak it to get people thinking about the brand. The brand was not standing out.”

His approach was an evolution, not a revolution, of the creative. That meant retaining the services of Karmarama, the ad agency hired by Troy. “So often, you see a new CMO go in a different direction. But I could see we had great ingredients, I didn’t want to throw the good stuff out. It was just tweaking and changing.”

The new campaign welcomes a new frontman in Irish actor and Sons of Anarchy star, Timothy Murphy, and strapline of ‘Don’t be confused. Be confused.com.’

In the Corden-era, TV was the “hero medium” and ate up the bulk of the budget. However, Day said that another change he’s brought is a more “balanced” approach of planning, with this campaign set to run across radio, social media, and out of home advertising from today (17 August).

“I’m different in that I’m very much about balancing the media. Yes, TV is important for the category and the reach we need but we’re going to have more radio, social and OOH, press with this campaign. Previously TV was heavy as a hero media; this campaign is more integrated.”

Day hasn’t only shaken up the creative output for the company. His arrival has also marked a significant shift in its internal set-up with the marketer merging its performance and branding teams for the first time.

“I don’t want them just to worry about the KPIs for their department but think about every other bit [of the customer journey] and take an interest in what’s happening in the performance or the brand team. It wasn’t about creating big roles or changing but integrating them into one big customer team.”

Part of this development within the marketing function has also seen Day push his team to work more directly with Google and Facebook, rather than relying solely on its media agency PHD.

“We’re working more direct with Google and Facebook. That is something I’ve brought in – the first thing I did was set up meetings with contacts at Google and Facebook.”

This will be the first campaign where this direct relationship has come into play, with the two platforms both advising – based on the same consumer research its other ad agencies had – on how best to use their assets.

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