Blog : Brand Marketing

Nescafé’s Pop-Up Cups | Case Study

Nescafé’s Pop-Up Cups | Case Study

Your daily routine may be quite lonely- especially for those coffee deprived. Imagine casually reading the morning newspaper, and suddenly all your attention is drawn to a bright red full-page ad that looks like something out of a pop-up book. Upon opening the ad, readers can unfold the paper mugs and fill them with hot water to produce an instant drink. The two mugs encourage readers to share their moment with someone around them, whether it be a stranger, co-worker, or friend.


Nescafé’s Pop-Up Café reintroduces coffee’s value in social communication. Nescafé simply wants to bring people together to drink their morning cup of coffee. Their innovative strategies work well to stress the everyday importance of their product, emphasizing an instant coffee experience that is both productive and spontaneous.

Nescafé has recognized what they need to communicate to stay relevant in a world dominated by huge coffee chains and and the “experience” of a cafe. The brand is beginning to emphasize the secondary and tertiary benefits that come along with the awesome advantage of a sweet, caffeinated boost.


Check out the video:

All and all, Nescafé’s social experiment is a refreshing example of how brands are capable of reintroducing key social elements back into consumer culture.


The Best Social Media Platforms to Create Brand Awareness for Your Business

The Best Social Media Platforms to Create Brand Awareness for Your Business

Congratulations. You have a business and know your brand strategy. Great. Take a moment to pat yourself on the back.

Now that your self-esteem is raised, let’s lower it. Since only you and your great grandma know of your brand, you’re in need of some brand awareness. There is no better way to reach out to your target audience than through social media. However, between all the blogging, tweeting, pinning a kale recipe that we know we’ll never try and “Instagraming” your outfit of the day (or #ootd), which one do you use? Several? All? Or none and just cry yourself to sleep?

Yes, you should have 3-4 different platforms, but which ones will help you determine the focus of your brand. To help you, below is a list of the most popular social media platforms (in alphabetical order to practice your ABCs) and what/when they’re best used for.



This is one of the best ways to generate organic traffic through search engine optimizations (in case you forgot what SEO meant), as 77 percent Internet users read blogs. Also, 61 percent of U.S. consumers have made a purchase based on blog post, which is quite influential. The key is to give advice, insight and note coming-of-age trends.

River Pools and Spas does a great job of showing off their knowledge of pools and spas through informing the reader about topics such as an earthquake’s impact on a flexible fiberglass pool.

River Pools and Spas’ blog is a great example of a company showing off their intelligence in their field, but also informing the reader with interesting content.



With 1.28 billion monthly active users, Facebook is still the leader in the social media platforms, but their user demographics is significantly changing. Originally intended for college students, 72 percent of adults are now visiting Facebook monthly. Now It’s important for almost all businesses to have a Facebook page, however the most common reason determined to unlike a page is uninteresting content. So be sure you’re active and engaging, especially since 75 percent of of the engagements occurs in the first five hours of a post.

The owner of bareMinerals, Bare Escentuals, does a great a job of engagement as their fans are driving conversations with posts, likes, shares and comments.

Bare Escentual’s BareMinerals Facebook page is run by its customers with their constant wall posts and engagement with the brand.



A site based on showing your circles posts you share, information about you and bringing together all your Google product accounts, 540 million active users dominate Google+. More than half of the interactions between a Google+ user and a brand is positive. This is probably one of the more underestimated platforms, but definitely something to be considered with its possibilities. Especially since there’s the possibility to do a live chat, which automatically adds to your connection with your audience.

Global communications and technology company, Alcatel-Lucent, does a great job of utilizing all of Google+’s products. They have live chats, videos from recent conferences and constant updates of posts relating to their brand.

The communications and technology company, Alcatel-Lucent, uses the best of Google+’s products with live chats, conference videos and a continuous update of posts relating back to their brand.


With over 200 million active users, Instagram is all about connecting a community visually. With their addition of video, this allows businesses to create 15-second engaging videos for their audience to connect. 23 percent of teens alone consider Instagram to be their favorite social media platform, which can help boost your engagement incredibly if that’s your target audience.

The high-end designer Burberry incorporates video and images seamlessly from their runway shows to their behind-the-scenes design. The video below features a dance number in the windows of their Shanghai building.



Known as the world’s largest professional network, LinkedIn’s 187 million active users are a force to be reckoned with. This is a great place to not only post your job applications (44,000 job applications are filled out daily), but to also create groups among colleagues that you may not see everyday.

Adobe is a great example of creating community and availability on LinkedIn. They provide different pages according to their audience – whether it be their Creative Cloud or Marketing Cloud, Adobe continues to have a two-way conversation with their determined audience.

Adobe’s Marketing Cloud utilizes LinkedIn’s showcase pages toe engage their specific audience.


A platform dedicated to admiring fashion, food, do-it-yourself tutorials and dorm room designs, Pinterest is predominantly used by women (80 percent to be exact).

Oreck (yes, the vacuum), does surprisingly well. Not because they post interestingly angled pins of their vacuums sucking up the world, but rather an adorable kitten sitting on a recently vacuumed carpet. There’s the best of both worlds: proof their vacuums work and a cute kitten for the Pinterest ladies to “aw” and “ooh” over.

Oreck Vacuums Pinterest
Oreck, the vacuum company, exemplifies good use of engagement with their Pinterest audience through cute animals.


Dedicated to sharing your point of view, Snapchat has 30 million active users sending 1-10 second videos and seflies to their friends constantly. As 400 million Snapchats are sent daily, you might want to consider creating an account, but how would you do it? The World Wildlife Fund #LastSelfie Snapchat campaign raises awareness about endangered species. It’s extremely simple, but ridiculously powerful and effective.



A quirky and predominantly young micro-blogging platform (67 percent of users are under 35), Tumblr is not for the faint-hearted. A big user on gifs (an endless looping image), Fiat recently did an advertisement playing on that idea called, “Endless Fun.” If your target audience is young (a teenager to be exact) then this would be a good platform to consider.



Dedicated to sharing ideas and information, Twitter is dominated by 255 million active users. Although you can tweet images and videos, Twitter is still content-based. Also, keep in mind that 77 percent of accounts are outside the U.S.

This is a great platform for a two-way conversation among followers.

For example, several of the car brands (Chevrolet, Ford, GM and Honda) are tweeting at people who post pictures of their new Camaro, answer customer questions or clarify misconceptions.



More than 1 billion users are visiting YouTube where originally-created videos are uploaded and viewed. YouTube is the #2 search engine following in the giant footsteps of Google. With 80 percent of traffic outside of the U.S., this distribution platform can help your channel reach a large audience.

Several companies and talented individuals create series to keep a consistent audience coming back. Comedian Jenna Marbles gives brash advice and makes fun of herself and celebrities to her 13 million (and counting) subscribers. One of her most infamous series is “What Girls and Guys Do.”


Owned by Twitter, Vine has over 40 million users. Known to be the “best way to share life in motion,” these looping six-second long videos can be some of the funniest six-second moments of your day. 60 percent of Musicians’ Vines are retweeted while the weekends are most popular for sharing Vines.

The U.K.-based animation studio, Animate & Create, did an effortless and effective job of creating an old-fashioned flip book. It showcases their talents, but also adds some delight to your Vine feed.


At STANCE, one of the ways we achieve our purpose of elevating meaningful brands is by leveraging technology to create brand awareness. One of our popular service offerings is Social Media Management which takes away the pain and mystery of managing your own social media accounts. We do all the above for you.

Backed by research, we create a powerful social media marketing strategy that will ensure your brand reaches the audience it’s meant to serve. Find more information about how Social Media Management can benefit your business.

So the key is to never forget your target audience. Hang out where they hang out. If you don’t have customers on Vine, then don’t get one just to get one. It’s a waste of your precious time.

Also, to prove the point of having more than one social media platform, each of these profiting companies listed as examples have at least two other active accounts. So [inlinetweet prefix=”null” tweeter=”null” suffix=”null”]expand your brand awareness from just you and your grandma, to everyone and their grandma.[/inlinetweet]

Does Branding Matter?

Does Branding Matter?

In short, Yes, of course brands matter.

But here’s why,

Brands are important to those who produce goods and services and to those who consume them. In this new age of mass production and economic development, society is pushing commoditization of goods and services. This makes it so goods and services become more and more similar in form and function, as quality climbs to relatively high levels, then the selection can be determined largely on the basis of price.


Branding is the bulwark against commoditization. Take razors for example. What is it, really, but metal blades attached to a handle? Yet gross margins on branded razors are very large. Branding supports these margins as it works to differentiate one razor from another and to create some meaningful distinction in the mind of the consumer.

On top of that, brands have proven to be really well-suited as platforms for communication. Well-crafted and professionally designed, brands (with language, logo, messaging, colors, and other brand guidelines) can amplify and focus marketing communications. This means more bang for the metaphorical buck.

There is also research to suggest that brands are a very efficient way for consumers to organize information and remember it.  Just think of the easy associations you make with well known brands like McDonalds, Disney and Starbucks.

Why are people willing to pay more for branded products than for unbranded products?


Ever wonder why people are seem to be willing to pay more for a branded product, when they can get the exact same product as a generic brand? The answer to this has to do with consumer tastes and perceived quality. Consumers tend to feel that a brand name product is of higher quality than a product that does not have a brand. If consumers believe that the good is of high quality, they will pay more for it than if they think it is of low quality. This is where branding comes in. Creating and publicizing a brand tends to create the perception of quality among consumers. When they perceive this, they will pay more for the good.

In conclusion.

Yes, of course brands matter.

Always is Elevating the Confidence of Girls Worldwide with #LikeAGirl Campaign

Always is Elevating the Confidence of Girls Worldwide with #LikeAGirl Campaign

Procter & Gamble’s Always brand just released a video from their new #LikeAGirl campaign. The campaign, from ad agency Leo Burnett hopes to forever change the negative connotation underlying the “like a girl” phrase that is meant as an insult.

When did the phrase ‘like a girl’ become so negative?

Regardless of gender, watching the video does makes you take a step back and reflect on the times you might have used the phrase as an insult. Always did a great job at connecting with their core audience with an issue that is not only important but meaningful as well.

Through this campaign, Always elevates the confidence of young  girls who will in turn develop an emotional connection with the brand every time they encounter the “like a girl” situation. This is a win-win situation for girls worldwide and the brand as well.

Campaign Q & A from the Ad Agency’s website

How did you discover this unique tension point in the perception of doing something #LikeAGirl?
JJ: ‘Half of girls lose their confidence during puberty’ is such a powerful fact. In our efforts to bring Rewrite the Rules, our new platform for Always to life, we wanted our first act to address the things that contribute to the drop of confidence in girls. Amongst all the work from the Chicago, London and Toronto team, there was one that simply said, ‘Let’s change the meaning of Like A Girl’. We all felt it in the room. That was it.

BS: The phrase has become so ubiquitous, you have to stop and say “Hey, wait – was that an insult?” And then in true Baader-Meinhof form, you start hearing it everywhere. People say it without thinking and that’s what we’re trying change. It’s not always a pointed insult – but an unthinking pattern of behavior that people don’t even realize is destructive to girls.

How did you go about capturing this tension on film?
JJ: It starts with getting a great director and then asking meaningful questions. Like all social experiments, you go in with a hypothesis of the responses you’ll get, but the responses we got were so much more personal and revealing than we had imagined.

BS: That’s the genius of Lauren Greenfield—her ability to make people so comfortable that they reveal their deepest thoughts and beliefs. She pulled it right out of them.

Why did you choose documentarian Lauren Greenfield to help tell this story?
JJ: We looked at a lot of directors but in the end, we all felt there was only one director who was perfect, Lauren. Her previous work showed her deep understanding of girls and women, and also how she could find the honesty on each issue.

BS: She’s been on our radar forever; we have all these female brands and understanding teen girls is her life work. We first worked with Lauren ten years ago – on a series of print ads for P&G’s Being Girl – and won a Gold Lion at Cannes. There was no second choice.

Can you describe a defining #LikeAGirl moment that you experienced while growing up?
JJ: I can’t think of one defining moment. It’s really been a series of moments where you say I’m going to do it the only way I know how and I’m going to do it unapologetically.

BS: I was the first girl in the history of my high school to run for Student Council President; lots of people were quite indignant. It was fine to aspire to vice president, but no higher. Well, I won… and it completely paved the way for other girls to demonstrate self confidence without ridicule.

How does this campaign define what it means to be #LikeAGirl?
JJ: This campaign is more about redefining what it means and rallying people behind that.

BS: A girl can do anything she wants. Proudly. Enthusiastically. Without apology.

What do you hope this campaign will bring to light in the minds of young girls?
JJ: I hope this campaign makes girls feel awesome about being a girl and doing things like a girl. I hope they feel that they are part of a sisterhood that supports and encourages them to go be great.

BS: Young girls already believe they’re capable of doing anything – we certainly don’t want to change them. We want to change the society they are growing up in so they don’t suffer the crisis of confidence during puberty that affects girls twice as much as boys.

How can girls get involved with Always #LikeaGirl?
JJ: Start using #LIKEAGIRL in a positive way. Be a role model.

BS: Through social media. They can start by tweeting the amazing things they do #likeagirl! It will be fun to turn that hashtag on its head!

– See more at:

Top 10 Taglines, Mottos, & Slogans | STANCE

Top 10 Taglines, Mottos, & Slogans | STANCE

In no particular order here are our top 10 picks


Mozilla Firefox


Popularizing the .org domain, as well as increasing sales through human connection





As a slogan and pretty much an outright lie it’s hard to beat this





You may or may not like Apple but it’s hard to argue the affect it’s had on design in the 21st century, especially anything tech related. Starting with the rise of the iPod, the entire digital generation has been infected by Apple’s ‘Think different’ ethos.


The Barack Obama “Hope” poster



The Barack Obama “Hope” poster is an image of Barack Obama designed by artist Shepard Fairey, which was widely described as iconic and came to represent the 2008 Obama presidential campaign.



Keep Calm



Keep Calm and Carry On is a motivational poster produced by the British government in 1939, several months before the beginning of the Second World War, intended to raise the morale of the British public in the aftermath of widely predicted mass air attacks on major cities.






The “Just Do It” campaign allowed Nike to further increase its share of the North American domestic sport-shoe business from 18% to 43%, (from $877 million to $9.2 billion in worldwide sales) from 1988 to 1998.


Benjamin Franklin



“Join, or Die” is a well-known political cartoon, created by Benjamin Franklin and first published in his Pennsylvania Gazette on May 9, 1754.[1] The original publication by the Gazette is the earliest known pictorial representation of colonial union produced by a British colonist in America.



De Beers


Prior to the 1930s, diamond rings were rarely given as engagement rings. Opals, rubies, sapphires and turquoise were deemed much more exotic gems to give as tokens of one’s love. Until…

“A Diamond is Forever.” Created by the N.W. Ayer advertising agency in 1947, this ad campaign transformed the diamond market- and much of global culture!






AVIS – We are No. 2, we try harder!





Back then chocolates came in drops and bars, both of which melted when you handled them, leaving chocolate on your hands. M&Ms were the first way to eat chocolate without getting anything on your hands.



Feel we left something out? Please share it with us in the comments below

4 Key Marketing Principles

4 Key Marketing Principles

The Principles of Marketing through the eyes of a marketing student.

As a student studying marketing and advertising at West Career & Technical Academy, we learn a lot about the “fundamentals of advertising” AKA, vocab words and charts. But one thing that really stood out to me, were the 4 principles of marketing and just how universal they were to every business.


Most businesses get too caught up with the day to day aspects of running their business that when asked, “what makes them different?”, they are unable to answer, or give a generic answer such as “quality service”. These simple principles are most often overlooked and not applied, but can be used to find and focus on a companies, meaningful difference.

My purpose here is to simplify and present them in a way that any business can quickly apply them on a daily basis, and by no means is a class level lecture on the aspects of marketing.


So here they are, the 4 key marketing principles :


Specialization is determining where you are going to specialize in your product or service. It’s the product, service, customer, market, or area of technology that you focus all your efforts in.


Differentiation is really key to business. It’s competitive advantage, how it is that you are different and better than your competitor. Because people in the marketplace always want to know, “why should I buy from you, rather than from someone else?”. It’s also your area of excellence or superiority it’s something that you do better than anybody else.
These are the truly some of the most important items to communicate/convey to your customers and audience.
Mere differentiation is not enough, it needs to be meaningful. Consumers are gravitating more towards brands that offer meaningful differentiation because they want to be part of something bigger than themselves.


Segmentation is looking at your market and researching specific customers in the market who value your area of differentiation. This normally results to loyal customers who in most cases are willing to pay more for your area of specialization than anybody else because you understand them so well and your product/service is able to make a deeper emotional connection with them.


Concentration is where you focus your time, money and resources. Increase the efficiency of your advertising. By focusing your message with greater clarity, you can get 5 and even 10 times the response per dollar of advertising than you were getting before. Without focus, you try to be everything to everyone. You stretch yourself too thin and your message never sticks.


I really felt that these principles encompasses a great deal of market psychology and will help business owners home in on what to focus their efforts on. Through the use of strategic marketing and a meaningful STANCE, businesses can benefit greatly, and come out on top.

The Power of Social Media

The Power of Social Media

Accessing the vast audience that is the internet, through social media, is a great way to elevate your brand to a higher audience.

At STANCE, we believe using social media for marketing purposes can not only enable small business to further their reach to more customers. But can also help consumers engage with each other before the sales push even ensues. Social media inevitably allows businesses to create and communicate with a vast array of communities, in a low-cost effective way.


Now when most people hear “social media” their mind almost always goes directly to creating content for consumers, well to consume, of course. But, according to Mikolaj Jan Pisorski, companies should be more focused on connecting consumers in a manner, so that they can develop social strategies under the umbrella of their brand.


A notable example would be nike’s, “nike+” platform that allows users to interact with friends who use Nike’s digital products and synchronize them with the platform. The results of this endeavor have been impressive, and has been widely credited with contributing at least 30% increase in Nike’s athletic shoe sales.



American Express

American Express, has also invested in a number of proprietary social platforms. The company’s “OPEN Forum” helps its small business cardholders connect and help each other with business issues.This has also yielded impressive results. Cardholders who used OPEN Forum functionalities were shown to be more more likely to recommend Amex credit card to others.




Threadless is an online community of artists and an e-commerce website. In 2000, co-founders Jake Nickell and Jacob DeHart started the company with $1,000 of their own money. Threadless designs are created by and chosen by an online community. They’ve managed to craft a cool creative community for one of the coolest audiences. A true example of building a business for a community and not a community for a business.



HSBC is also becoming a good place for local business owners to chat, due to its utilization of forums and online chatting systems. Much like American Express, users who use the forum are shown to be much more loyal to the company.

All and all, in the changing world of social media, a company that is able to break away from the norm and create a community rather than always selling something will come out on top.



Information retrieved on May 26th, 2014: Olenski, Mikolaj Jan. “Social Media And Branding: A One On One With A Harvard Business Professor.”, (web)

Information retrieved on May 26th, 2014: Olenski, Mikolaj Jan. “15 Examples of thriving online communities”, (web)

The One Persona

The One Persona

Soft blue eyes, a killer smile, six foot minimum, no children, a degree, preferably in a sustainable field, close to family, isn’t too stable in his career but there is room to grow, honest, funny…

Finding the person you will spend the rest of your life with is not an easy task. Some people spend their whole lives finding that one special person.

During the time leading up to finding the prize, we create a persona of a person we would like to attract. We create a profile for them. Whether it be if he has a dog or if he has money in the bank, we know him. They wake up at 7am, take the dog out, then make themselves a bowl of cereal with a banana on the side. This fantasy world goes on for the rest of their day.

The point is that we develop a persona for our target audience, the people we want to attract. The same needs to happen with your brand. A persona needs to be created for the exact target audience. You need to visualize what your customer does throughout their day and how your brand will be intertwined. You are going to spend the rest of your brand’s life with its persona. Therefore, you need to make sure you can commit and be serious about your new relationship.

The only real way of knowing a persona is to know its ins and outs, its secrets, and how you both can have a meaningful relationship.


What is A Brand?

What is A Brand?


You either stand for something, or brand for nothing.

It’s true strong brands stand for something. Brands that commit to a meaningful STANCE —and those who experience them—win. But what is a brand? Is it a clean logo design? A stylish and functional website? Quite a bit of confusion, right? I think the word “brand” is one of those words that is widely used but unevenly understood.

Dictionary’s definition of the term brand

The first dictionary definition of the word “Brand” is, “A type of product manufactured by a particular company under a particular name.” Used in this sense the term Brand could very well be replaced by the term product or trademark. Here at STANCE we feel a brand is about much more than simply the product or service the company is offering.

A brand is really the relationship between the consumer and the company. It’s important to add that sense of humanity into a business if you want to create a good and lasting relationship with your customers. A brand needs to have life to it. A brand must also be purpose driven; having a purpose is a key factor in building a strong and meaningful brand.It helps show your customers what you do and why you’re doing it, and this leads to a much deeper connection.

On a base level you could say it’s about community, tradition, and values. Now were not saying it’s easy getting these ideals across to the public or consumer. It’s a purposeful task that utilizes disciplined, strategic thinking and creativity.

The result is a brand strategy, story and experience that are elegantly simple and ultimately an asset that drives your business ahead.

Search Engine Optimization

Search Engine Optimization


In a world consumed by technology, it is important to have your brand stand out amongst the rest on popular search engines. As customers search popular key words into sites such as Google, Bing, and Yahoo, the only way your potential customers will notice you is if your website is linked to these key words and optimized for search engines.

This process is a bit intuitive, by trying to understand what people will search to find your company. Your brand is worthwhile and serves a purpose! Don’t allow it to get lost in the search engine mess of other brands that may not be as meaningful as yours.

Sit back and relax.

At STANCE, we take care of all the hard stuff for you like Search Engine Optimization. We find key words, link them into your website, and make it easier for customers to find your website on those popular search engines.

We work together with you to create meaningful content and define your brand’s purpose. Therefore, elevating your brand, not only up the search engine’s list, but also in your customers’ minds.