For good or for bad, we have established brand identities. Sometimes we want to reinforce them, other times we want to change them. But audiences know when they are being lied to. Learn from your mistakes but don't deny them.
This corporate video from Kodak doesn't deny the missteps made in its "analog" past. While the company underestimated the digital photography revolution, pictures of the dog wearing silly sunglasses and grandma's birthday are Kodak moments once again.
Kodak kids around
After a rift over "Saturday Night Live" skits appearing on YouTube, NBC got ahead of the issue and struck a deal to officially promote its content through the popular video site. Armed with the understanding of what the audience was already watching, NBC created this promo spot to address the issue head on, and do it in style.
The promo guy's plea
In this spot from Coke, being true to your brand means defending your turf. Forget about Pepsi. Sometimes you need to sue the guys down the hall.
Coke sues…Coke?
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1 A social media planner's guide to pleasing the boss
2 5 hot new jobs for digital marketers
3 Digital marketing's 4 biggest disappointments
4 5 winning demographics you should be tracking
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