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Wild Abandon with Perfect Precision

While agency life will often demand a fast-paced working style, sometimes it's important to set aside a few more minutes to prevent typos and ensure a stronger finished product.

Morgan Hughley

When Likes Disappear

While eliminating the Like feature on social media may be a step in the right direction for everyday individual use, companies will now need to reevaluate their social media marketing plans.

Morgan Hughley

Boston Conferences Every Marketer Needs to Attend

When immersed in client work and glued to a desk for long periods of time, it’s possible to become stuck in a pattern of delivering projects that may meet client expectations, but lack the true innovation needed to push the work to the next level. Sometimes it’s not only beneficial to step away from the office for a moment but absolutely necessary in order to refresh the mind and deliver better ideas. Conferences and tradeshows are great opportunities to leave your desk for a few days while still remaining engaged with the marketing world.

Morgan Hughley

The Multitasking Myth (Part One)

I can’t multitask. Well… neither can you.

Dan Zarzycki

Access Your Data Archive

It’s no surprise that the real conglomerate of our personal data is Google. But did you know you can download the data archive? Learn how to access your data.

Morgan Hughley

Influence the Right Way

Companies are relying more and more on influencers to spearhead conversations with their audiences in order to spark interest in their brands. However, in order for an influencer marketing campaign to be successful, it has to be planned out correctly.

Morgan Hughley

How to Go Off the Grid for Two Weeks. For Real.

In modern agency life, it seems impossible to take a vacation without taking work with you, but it can be done. Here’s how I did it.

Meghan Gardner

Flexbox

As a back-end developer, it can be hard to style a web page. CSS is not very intuitive and around every corner there’s a “gotcha.” Flexbox is a fairly new CSS technology that once mastered, can be much easier to use.

Dan Sudenfield

How to (Successfully) Lead Your First Tech Meetup

There are a number of reasons you might want to start a technology meetup. In order to narrow the focus a bit, we’re going to approach this from the standpoint that you work for (or run) a company that is interested in the idea of hosting a meetup.

Brendan Butts

How Do You Fix a $75,000 Mistake?

As a new marketing manager for a practice group within a consulting firm, I had a lot to learn. And a few of those things, I had to learn the hard way, like making an error that cost the company many tens of thousands of dollars.

Meghan Gardner

Snapchat

Snapchat is a camera. Or at least that’s what Snapchat says it is in the company’s latest marketing push that includes the company’s first ever TV campaign and an educational landing page that answers the question: what is Snapchat? I’m sure if you asked any social media-savvy Millennial or Gen Zer to define “Snapchat” that they would be able to rattle off a quick description of the photo sharing and messaging app. But would “camera” be one of the first terms they’d used to explain it? It wouldn’t be for me.

It’s clear that a goal for Snapchat with it’s “A New Kind of Camera” campaign is to redefine the app’s capabilities into a simplified term that sounds more accessible to folks falling in the Baby Boomer and Gen X demographics. While I’m not completely sold on the idea that Snapchat should be considered a camera (technically speaking), what this campaign does evoke for me is the concept that advancing technology has the ability to redefine past innovations. In Snapchat’s case, it’s attempting to alter the connotative meaning of the word “camera” from something that takes pictures with a flash and a bulb to one with VR and messaging capabilities. Ultimately, it’s harnessing the power of an existing, beloved product category to build brand awareness for its own, more technologically complex product.

Apple took the opposite approach in its “What’s a computer” ad. Instead of latching on to an existing product category as a tactic to market it’s own brand, it tries to rename a broad product category—computer—with the Apple brand. The ad depicts a “post-pc world” in which the term “computer” has become obsolete to the younger generations of the time due to the rise of iPads and advanced iOS. Apple’s prediction of a computerless world fell short with consumers— sparking criticism and some hilarious reactions--mainly because it’s just not believable.

What lesson can these two ads provide marketers? Perhaps there’s value in just calling products what they are: Snapchat is an app and iPads are computers.

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