Your brand is, truly, the last unfair advantage you have in business. Creating a memorable brand is about telling your story, Through the right words, images, and content, you can illustrate an unobstructed vision for the brand, articulate what you stand for, and highlight the value being offered. The fastest and most telegraphic element of turning your brand’s vision into a reality is your logo. As Paul Rand said “Design is your silent ambassador and your logo is the focus of your design”. Creating a simple but powerful logo is not only about knowing your brand and your products, but knowing how your customers will connect with them…your logo is really what you want to say and who you want to say it to. There are a few things to keep in mind when you translate your brand into a logo. A logo can serve many purposes, but most importantly it is about conveying the right message to your target audience. Over time, it can come to represent the things customers look for as they grow loyalty with your brand and even become ambassadors of it. The first and most fundamental focus for creating a great logo is knowing and understanding your brand- its vision and its personality. And part of that is an appreciation for the process and insights that lead to that brand vision and particular personality. Many times, brands jump right to the logo design without going through this critical process. Next, you need to be mindful of what the business is or does, the services offered or the products sold. A logo is simply a translation of these things. The fonts, the colors and the shapes you use in a logo should reflect these aspects of the business. A logo must also be something that stands out, it must create an immediate impression. A logo should be exciting for customers to see, it should leave an impact or a memory as well as a sense of anticipation of what is to come. A logo should also create a sense of pride for the brand’s internal team, something of inspiration that they want to share with friends and family. A brand’s logo often becomes a powerful tool in creating a culture of collaboration and success. When it comes to logo design, the color scheme should be planned carefully. When it comes to colors, look to those that best reflect the brand’s mission. Be mindful that colors telegraph emotion- red is energetic or passionate, whereas blue is calm and thoughtful. Choosing the right combination of colors can make all the difference. With fonts, typefaces are a powerful way to speak to your brand’s personality. Brash brands call for brash fonts. Refined brands deserve a more considered font set. If possible, pick something unique or go with a combination of fonts that are readily associated with the brand. The right combination of color and font can be immensely powerful. Then there is the type of logo you want. Do you want a logotype with your company name in the logo? This can convey immediate recognition (think Coca-Cola) and your brand name will become a key part of your advertising. Logotypes can be highly effective when it comes to your marketing and publicity budget. They can also be extremely beneficial to small or emerging businesses. Or you can choose a symbol for your logo. Some of the world’s most famous brands have reduced their presence and recognition to a simple mark (think Apple, Nike or Volkswagen, to name a few). This path may require having to spend more money on awareness to gain traction, but the benefits and return speak for themselves. Creating a combination of both logotype and symbol is the best of both worlds, economically and with one eye on a future state of recognition. Above all, when it comes to logos the universal rule is to keep things simple. Boiling everything down to a simple color scheme, font set, and symbol makes communicating who you are all the easier (it also helps with scalability and being able to move the brand into other markets). One final thought: if you have created a logo that is simple, scalable and applicable to a global audience, you should also be mindful of how it works in all facets, at its smallest and colorless. A true test of a great logo is something that leaves an impact, even if in black and white.

It’s safe to say that 2020 was a year like no other and that 2021 will certainly not revert back to the old normal. So, as marketers think about building brands during this year and beyond, what should we take away from the pandemic? What can we do to help companies grow faster? And how is marketing being redefined in the age of Covid-19? Asking and answering these questions is critical to marketing success in the months and years ahead. Over last several months I’ve been comparing what I’ve learned from two decades working in media and marketing with what we’ve all learned during this single year of epic change. In particular, I’ve identified 10 ways in which the pandemic challenged critical truths about marketing and gave us a new set of rules moving forward. 1. OLD TRUTH: MARKETING BEGINS WITH KNOWING YOUR CUSTOMER. NEW TRUTH: MARKETING BEGINS WITH KNOWING YOUR CUSTOMER SEGMENT. The Covid-19 crisis has reinforced what we already know: that brands must communicate in very local and precise terms, targeting specific consumers based on their circumstances and what is most relevant to them. That means truly understanding the situation on the ground, country by country, state by state, zip code by zip code. For some businesses, such as banks, restaurants, or retailers, it may even mean tailoring communications store by store. Beyond geography, we have learned marketing messages need to be personally relevant, aligned to an individual’s situation and values, as opposed to demographics, such as age and gender. Creating a personal, human connection within any commercial message requires defining consumer segments that describe people according to multiple dimensions that influence their purchasing behavior — from their psychographics to attitudinal characteristics. The EY Future Consumer Index, which has conducted five waves of research with 14,500 individuals in 20 countries since the start of the pandemic, has identified five different cohorts of consumers: Affordability first (32% of consumers): Living within their means and budget, focusing less on brands and more on product functionality. Health first (25%): Protecting their health and that of their family, choosing products they trust to be safe and minimizing risks in the way that they shop. Planet first (16%): Trying to minimize their impact on environment and buying brands that reflect their beliefs. Society first (15%): Working together for the greater good, buying from organizations they find to be honest and transparent. Experience first (12%): Living in the moment to make the most of life, often making them open to new products, brands, and experiences. Utilizing customer segmentation and personas can bring deeper insights to media strategies and creative marketing approaches. Better still, these insights can be carried through to inform the full customer journey. 2. OLD TRUTH: YOU ARE COMPETING WITH YOUR COMPETITORS. NEW TRUTH: YOU ARE COMPETING WITH THE LAST BEST EXPERIENCE YOUR CUSTOMER HAD. Consumer expectations were already on the rise before Covid-19. Gen Z grew up with technology seamlessly integrated into their lives. Direct-to-consumer companies (like Glossier or Parachute) were already conditioning us to expect a level of hyper-personalization since they were particularly adept with our personal data. But when the coronavirus hit, digital transformation accelerated overnight. This, in turn, sent consumer expectations skyrocketing in terms of what companies could do for them with a more digital experience. The customer expects so much more than just a seamless digital transaction, as Carla Hassan, chief marketing officer of Citi, explained to me earlier this summer. Now that companies have their personal data, they want anticipatory, personalized experiences across the entire customer journey. Companies should follow three strategies to ensure their experiences deliver their customers’ rising expectations: Make brand scores a key KPI for the full customer-facing organization, ideally using real-time analytics as opposed to a snapshot looking backwards from a point in time. Build the right data and technology foundation to support important use cases throughout the customer journey. Align individual and collective goals across the customer journey so any disconnects between functional silos like marketing, sales, and customer service are invisible to your end consumer. 3. OLD TRUTH: CUSTOMERS HOPE YOU HAVE WHAT THEY WANT. NEW TRUTH: CUSTOMERS EXPECT YOU TO HAVE EXACTLY WHAT THEY WANT. If the bar just keeps rising, we must aspire to new values around customer experiences — in both a B2C and B2B context. Consumers today expect that any experience will be frictionless, anticipatory, relevant, and connected. In other words, they are concerned only with getting what they want, when they want it. And they insist nothing gets in their way. Creating these experiences requires companies to place data and technology at the core of their organization. This likely means building some degree of machine learning and/or artificial intelligence into the mix. Why? Because data enables us to create more relevant experiences across one or more dimensions of the four Cs: Content (that can be provided in experiences like emails or mobile apps); Commerce (such as physical retail, e-commerce, or a hybrid experience); Community (such as convening B2B buyers at a virtual trade show or hosting a webinar on home repair for consumers); and Convenience (like offering consumers coupons or benefits from a loyalty program). Today, most of the 4Cs are delivered in “one-size-fits-all” approaches, but as consumers increasingly demand greater personalization, companies will need to use more data and intelligence to sharpen their decision-making and drive greater relevance in their customer interactions to build stronger human connections to their brands. 4. OLD TRUTH: COURTING CUSTOMERS IS JUST LIKE DATING. NEW TRUTH: COURTING CUSTOMERS IS JUST LIKE ONLINE DATING. For a long time, marketing was largely about buying mass reach or targeted reach at the best rates in media and hoping to convert it. So, basically, it was like going to as many parties or bars as you could in the hope you would find that special someone. It was a world of spontaneity, serendipity, and frankly, a lot of face-to-face encounters. Enter online dating and swiping through apps. Now, finding your perfect match may be less about chance and more about data and algorithms. In marketing terms, we have seen a shift from brand marketing to build reach to performance marketing to generate leads. The pandemic’s acceleration of digital channels only exacerbated that trend. However, while performance marketing enjoys a strong and important position in the mix, leading CMOs recognize that it is a fine balance of brand and performance marketing that delivers the best results, and they must fight hard against a bias toward that which is most easily quantified. Many are bringing their customer relationship management (CRM) team closer than ever to their media teams to see the full continuum more easily and realize efficiencies. CRM, which is powered principally by first-party data, or customer data that the company owns (with the consumer’s consent, of course), is the driving force for initiatives like coupons, personalization, or email marketing. However, that same first-party data can help generate greater efficiency in media, particularly digital media and other addressable formats allowing companies to target on a one-to-one basis. With third-party data declining in value as key browsers usher in rule changes by January 2022, marketers are getting way better at engineering the online “dates” that they want to go on, learning the new ways they need to harness the power of their own data, and developing new strategies to partner with publishers. Even as the targeting (or dating) strategies shift with the new rules of the game, it will be important for companies to leave space for both brand and performance marketing given that bottom funnel strategies drive top funnel goals and vice versa. Simply put: They work better together. 5. OLD TRUTH: CUSTOMERS MUST SIT AT THE HEART OF YOUR MARKETING STRATEGY. NEW TRUTH: CUSTOMERS MUST SIT AT THE HEART OF YOUR CUSTOMER JOURNEY. The concept of customer-centricity is not news. However, the functional silos that interact with customers are often disconnected because of politics, org charts, technologies, or geography. The question is: How can we conceal these internal disconnects from the customer, who assumes that the whole company knows them holistically? We have all called customer service and spoken to a call center rep or chatbot that was not operating with the same information as a retail location — and vice versa. We must remember that marketing is often just the beginning of a relationship with the customer. For example, in a B2C context, we go through a journey of engaging them, converting them to a sale directly or indirectly, and then hopefully retaining them so they become advocates and potentially open to upsells and cross-sells. Marketing must be viewed in the context of the full end-to-end journey and, where possible, work to connect the dots. It is not realistic to believe that the operating model for all customer-facing functions can or should report to the same place. The notion that reorganization solves all is a common misconception. It is far more important to look thoughtfully at the operating model and consider the processes, technologies, talent, data models, and KPIs to find the right ways to align objectively around the customers’ needs — then drive change accordingly. 6. OLD TRUTH: RELATIONSHIPS MATTER. NEW TRUTH: RELATIONSHIPS ARE EVERYTHING. It goes without saying that it is vital to build relationships with customers founded on trust. Advertising, for example, makes a brand promise, and it then falls to the product, service, and customer experience to deliver on that promise. But Covid-19 has placed a new emphasis on relationships, particularly in B2B sales. Faced with a virtual sales environment, teams with existing relationships have been able to maintain revenue momentum, capitalizing on the strength of their prior bonds. In contrast, prospecting for new customers has required an evolved set of skills focused on selling solutions, not products. In both cases, trust and integrity are fundamental to driving market momentum. For sales and marketing leaders in B2B organizations, this has necessitated a serious recasting of talent to identify people best suited to driving relationships in this new world of online interactions — a world that relies less on charm (and even an expense account) and more on insights and solutions. Trust will be built by and rewarded to those that listen to customer needs and then craft solutions to meet those needs. In a B2C context, trust also plays a tremendous role. It is foundational to the value exchange between a company and a consumer. As companies rely increasingly on personal data that they obtain with consent from consumers, they must not only comply with the regulations on consumer privacy and ensure that data is secure, but they also have the opportunity to consider building even more loyalty and differentiation by designing more transparent interfaces for privacy controls. Consumers can make better choices if they know what they are agreeing to share with companies, and the clarity will foster deeper trust. 7. OLD TRUTH: AGILITY IS A TECHNOLOGY PROCESS. NEW TRUTH: AGILITY IS A MODERN MARKETING APPROACH. We have heard for years that technological development benefits from agile cycles instead of sequential or linear “waterfall” approaches. Covid-19 created an irreversible trend for marketing to embrace a similarly nimble mentality. As the crisis has unfolded, a company could quickly find its message was wrong or its supply chain not in a position to deliver, immediately creating an advertising and/or public relations crisis. Imagine a commercial showing people clustered together not demonstrating social distancing, for example. Suddenly, long-lead time creative processes and annual budget cycles felt anachronistic while all the traditional approval dynamics became constraining. The fortunate outcome of the crisis was to create a mindset of marketing agility that is likely to be permanent. This includes continuous consumer listening and demand sensing, not only for the benefit of marketing but for the full company to capture the zeitgeist of consumer sentiment. Meanwhile, operationally, it also means faster decision cycles and more flexibility across key areas like creative, budgeting, and media. 8. OLD TRUTH: YOUR BRAND SHOULD STAND BEHIND GREAT PRODUCTS. NEW TRUTH: YOUR BRAND SHOULD STAND BEHIND GREAT VALUES. The pandemic truly challenged brand loyalty. The EY Future Consumer Index found that up to 61% of consumers, depending on the category, became willing to consider a white label product, let alone switch name brands. That dynamic coupled with growing consumer awareness and activism precipitated during the social unrest of 2020 should make brands very focused on the values they express. In fact, key themes from EY research show that while quality, convenience, and price still very much matter to consumer choice, factors like sustainability, trust, ethical sourcing, and social responsibility are increasingly important to how consumers select their products and services. Marketing has an opportunity to educate the broader C-suite (and even the board) on the importance of brand values when it comes to differentiating in a post-pandemic marketplace where brand preferences have been upended. 9. OLD TRUTH: YOU NEED THE RIGHT TECH STACK TO DRIVE MODERN MARKETING SUCCESS. NEW TRUTH: YOU NEED THE RIGHT BALANCE OF FACTORS (INCLUDING YOUR TECH STACK) TO DRIVE MODERN MARKETING SUCCESS. As an abundance of advertising and marketing technologies proliferate, it has been easy to focus on the proverbial “tech stack” as an end-all game changer for marketing. However, having a Ferrari that you can only drive 40 miles per hour is not much use. For your technology architecture to drive results, it must therefore be matched with sufficient scale in data to fuel its success, the right use cases to drive results, and the right approach to human enablement. This latter requirement is perhaps the most important. Human enablement involves understanding how data and technologies will be used across the organization, making sure that people have the right skills to employ it effectively and that the right measurement approach is in place to motivate innovation and success. Without technology, data, human enablement and use cases in fine balance, the desired return on investment for marketing technology will not be realized. 10. OLD TRUTH: MARKETING IS IMPORTANT FOR GROWTH. NEW TRUTH: MARKETING IS AT THE CENTER OF THE GROWTH AGENDA FOR THE FULL C-SUITE. Unquestionably, there was a time when marketing was a cost center within companies for which the principal accountability was to maximize return on investment. In tough periods when topline results were compromised, it was often one of the first areas to get cut. However, during the pandemic, marketing has been elevated within the C-suite as a driver of digital transformation, a key leader of the customer journey, and the voice of the consumer — all of which are of paramount importance to other functional leaders. Without understanding the zeitgeist of the marketplace, in good times and bad, the C-suite cannot adjust to the threats and opportunities at hand and successfully navigate the future. Covid-19 has created a leadership culture of immediate collaboration focused on the urgent need for resilience. Marketing now has the opportunity to seize an ongoing central role in that dialogue, thereby driving the organization’s broader growth and innovation agenda. ART AND SCIENCE As marketers, we are charged with a continued blend of art and science. We must achieve the perfect balance of humans and automation to unlock a future of better analytics and deployment of AI at scale. We must use data as the fuel yet respect the craft of storytelling to drive meaningful human connections. We must tread a fine line between brand marketing and performance marketing, recognizing that we currently have a bias toward what we can readily quantify. And we must understand what should be centralized and what should be bespoke, identifying where consistency helps and where it hinders. These new marketing truths embody this blend, highlighting the confluence of strategies, operations, and technologies required to drive growth in a post-Covid-19 world. Embracing them represents the path to pandemic recovery and long-term success. For companies and marketers accustomed to the ways of the past, a period of adjustment is ahead. Yet even at this time of flux, we can find familiarity and confident footing in the simplest and most critical truth of all: We must prioritize the perspective of the customer now, next, and beyond above everything.

“Any company looking to either launch or reimagine their brand will have an excellent partner in LO:LA. Throughout the project, the team was extremely flexible and collaborative, demonstrating their dedication to success. I’m most impressed with their ability to pivot. I’ve worked with multiple creatives and sometimes it’s hard to get through to them that their idea isn’t the best. With LO:LA, they genuinely listened, and there was no ego.”  -Ben Kennedy, Founder BKKB Ventures With 25+ years agency experience, one of the things I have always loved about the creative business is its fluidity between experimentation and unpredictability. It’s this dynamic that absolutely requires an agency to be nimble versus wedded to only one set thought. And it demands an understanding that through collaboration and an open mind, the creative approach can change, grow and evolve, as it should. When it comes to branding and marketing, this flexibility and belief in getting to the RIGHT idea should be the primary objective of everyone involved. And though the process of change, doing or thinking something that is ‘outside the status quo’, may be something that doesn’t come naturally, but once mastered is truly liberating and can be a game-changer! I like to call this the Power of the Pivot. And frankly, it is something more brands should embrace and should look to (and trust) their agencies to deliver upon. To clarify, pivoting should not be misconstrued as being indecisive or weak. Nor does it compromises coming up with ideas and creative that doesn’t resonate. To pivot is the fine art of empathy and really listening to where your customer (or client) is coming from. Most importantly, it is being able to understand their true intent and then coming up with the best way to convey it. Personally speaking, this ability to pivot has really benefited our agency, especially during a pandemic that has affected every industry and business (including ours). Being able to shift, to push ourselves in different and sometimes uncomfortable directions, has helped us to produce brand articulations and campaigns that have been impactful and effective. And though the pivot process can be uncomfortable and challenging, nothing makes us prouder than seeing our work help drive awareness and trial and create a deeper engagement between our client’s brand and their customers. As we now embark on the ‘new normal in business and in life, now is really the time to think about the state of your brand. Is your brand is facing an impasse? Does your current marketing really make sense for today? The state of your brand may require a shift, some new thinking. LO:LA is here to collaborate and demonstrate the power of the pivot!

ZEV, an innovative sustainable energy company for electric vehicles, today announced the Fleet Management Functionality of its Intelligent Cloud Platform in conjunction with the driving debut of its Sprinter Electrification Kit. The Fleet Management Portal will allow ZEV customers to monitor their Electric Vehicle through the ZEV fleet portal or extend their own fleet portal by leveraging ZEV’s API gateway. The Intelligent Cloud Platform is the cornerstone of ZEV’s Software Driven Electric Vehicle. Utilizing Amazon Web Services (AWS) and its Connected Mobility Solution, ZEV was able to rapidly develop and test the Intelligent Cloud Platform, which can monitor and configure hundreds of energy-related data elements to create the best electric vehicle driving experience. In addition, leveraging AWS technologies to simulate driving scenarios and redeploy updated algorithms to the components, ZEV will continuously improve its products over the life of the vehicle. “ZEV looks at the electric vehicle as a holistic system where the traditional electric vehicle components are combined with our advanced energy capture solutions and then integrated with power sensitive components to optimize both the driver experience and the range of our vehicles,” said Jonas K. Nicholson, EVP Software & Cloud Engineering, Zero Electric Vehicles. “At AWS, we work backwards from the needs of our customers to deliver on the challenges facing their industries. Our Connected Mobility Solution is one example of how AWS offers powerful cloud technologies and deep industry expertise to help our customers accelerate their pace of innovation,” said Bill Foy, director of worldwide automotive at Amazon Web Services, Inc. “ZEV can leverage AWS’s proven architectural patterns for cost-effective connected mobility solutions, build with the broadest and deepest portfolio of cloud services, and accelerate their time to market for transformative automotive industry solutions.” About ZEV: Zero Electric Vehicles INC. (“ZEV”) is an Arizona based Software-Defined Electric Vehicle manufacture. ZEV’s proprietary manufacturing process enables rapid development and training of EV system models to meet the demands of new EV customers. ZEV’s extensive technology portfolio in applied power management intelligence and BEV thermal control delivers a highly scalable and configurable EV for commercial and consumer customers. ZEV aspires to the highest standards for ‘next gen’ EVs by delivering high-value trust worthy products to global customers. ZEV – EV For All. www.zeroevcorp.com For More Information:info@zeroevcorp.comPhone: (480) 780-7338 Disclaimer: This news release contains “forward-looking information” (within the meaning of applicable Canadian securities laws) and “forward-looking statements” (within the meaning of the U.S. Private Securities Litigation Reform Act of 1995). Such statements or information are identified with words such as “anticipate”, “believe”, “expect”, “plan”, “intend”, “potential”, “estimate”, “propose”, “project”, “outlook”, “foresee” or similar words suggesting future outcomes or statements regarding an outlook. Such statements include the Company’s expectations with respect to the capability, functionality, performance and cost of the Company’s technology. Such forward-looking information or statements are based on a number of risks, uncertainties and assumptions which may cause actual results or other expectations to differ materially from those anticipated and which may prove to be incorrect. Assumptions have been made regarding, among other things, management’s expectations regarding future growth, plans for and completion of projects by the Company’s third-party relationships, availability of capital, and the necessity to incur capital and other expenditures. Actual results could differ materially due to a number of factors, including, without limitation, operational risks in the completion of the Company’s anticipated projects, delays or changes in plans with respect to the development of the Company’s anticipated projects by the Company’s third-party relationships, risks affecting the Company’s ability to execute projects, the ability to attract key personnel, and the inability to raise additional capital. Although the Company believes that the expectations reflected in the forward-looking information or statements are reasonable, prospective investors in the Company’s securities should not place undue reliance on forward-looking statements because the Company can provide no assurance that such expectations will prove to be correct. Forward- looking information and statements contained in this news release are as of the date of this news release and the Company assumes no obligation to update or revise this forward-looking information and statements except as required by law.

We are Thrilled to announce our inclusion on the Spona list of Branding Agencies to watch. LO:LA is one of five agencies named in the Winter Stars Branding category. Congratulations to everyone else on the list.

Video is one of the most effective ways to drive sales for marketers. According to Email Monks, emails with videos drive a staggering 280% higher return than the ones without. In fact, according to a report by the Aberdeen Group, 67% of organizations use video to create brand awareness, 60% use video to drive conversions and 53% use video to nurture leads. So, how can B2B marketers leverage this trend to grow their business? In this blog, I’ll show you 6 ways you can attract more B2B leads with your video content. 1. EXPLAINER VIDEOS Explainer videos are a great way to attract and engage top-of-the-funnel (TOFU) audience. They help clarify the problem solved by your product or service and how your business can be beneficial to your customers. While creating explainer videos, it’s not only important to focus on building brand awareness but also engage your buyer personas and answer their questions. If your explainer video is unable to clearly identify and address the primary pain-point of your potential customers, they will quickly drop off no matter how attractive your video. It’s essential to do keyword research to identify the topics and trends that will engage your audience and choose the subject of your explainer video. Tap into relevant LinkedIn groups to understand what your target audience talks about most of the time. Your explainer video should be brief and answer the B2B researcher’s questions, persuading them to continue consuming your content. Here’s an example of how Unroll.me does it. The first half of the video explains the pain-point their tool solves (clearing your inbox of unnecessary subscription emails) for its potential customers and the second half shows how their product addresses it. 2. WHITEBOARD SERIES Whiteboard videos are similar to explainer videos but allow you to explore a single topic in depth. While an explainer video might give a quick overview of what your product or service does, whiteboard videos will enable you to talk about a specific benefit or feature of your solution or even a customer problem in greater detail. For example, if your target audience is small business owners, then you can create whiteboard videos about the various issues they face around hiring, sales, marketing, incorporation, and payments. In fact, whiteboard videos can also be a part of your broader education-based marketing strategy. The Whiteboard Friday video series by Rand Fishkin and the Moz Team is an excellent example of how to use video marketing to educate B2B target audience and increase brand awareness. Inspired by their success, Vidyard has launched Chalk Talk. 3. WEBINARS Just as ebooks and white papers allow you to establish authority and position yourself as an industry expert, you can also use videos as a rich source of expert opinions, useful insights, and concise facts. Webinars provide a great way to use live videos to connect with your audience. They allow you to cover a wide range of topics, that are relevant to your leads, in depth. By occasionally inviting guest speakers, you can not only build a credible reputation for your business but also convert leads into paying customers. Since webinars are mostly episodic in nature (like podcasts), they motivate visitors & leads to keep returning to you for more valuable insights. Over time, you’ll have also built a library of informative video content that can be repurposed into other forms (such as slideshows, infographics, articles) for distribution on various channels. 4. HOW-TO VIDEOS Although there are tons of blog posts and online tutorials about how to do things, there’s nothing that beats the convenience of a how-to video that actually shows you how to solve your problem, in a step-by-step manner. A how-to video that provides clear instructions on how to overcome challenges can be particularly efficient at converting leads. For example, you can gate your video content behind a landing page or a blog post and add lead generation forms to it using a video platform. 5. TESTIMONIAL & CASE STUDY VIDEOS A testimonial video is a powerful way to reassure your leads that you are the best choice, much more convincing than a simple quote or a written testimonial. It enables you to demonstrate your company’s values by showcasing good examples. This not only adds credibility to your business but also helps you stand apart from your competitors. With testimonial videos, you don’t really need to come up with anything super-creative. All you need to do is record some of your customers talking about how fantastic your product/service is and how they use it in their daily life. Similarly, you can also create case study videos that you link to in your sales emails to show how your business has helped your customers. Happy customers are the best brand advocates for any business, and a positive personal story will have a significant impact on how B2B researchers perceive your product/service. 6. PRODUCT DEMO A product demo is useful especially for B2B products & services, whose value may not be apparent. Most of the time, we rely on our website to do all the talking. However, many visitors are skeptical of signing up for new or unknown services unless they know what to expect on the other side. Product demos provide a great way to clearly show what your product does and how it solves customer pain-points. You can even create demos for specific use cases and features that simplify the use of your product or service. Once they see your product in action, leads are more likely to sign up for your free trial. In fact, you can even add a lead capture form right at the end of your demo video. Live product demos are also efficient at converting leads. Your target customers are looking for a solution for their problems, and are evaluating various tools & platforms. If your product is more straightforward to use and offers more features, then your product demo can help you prove that you are the best choice. WRAPPING UP Video content is a powerful tool to educate your audience and tell engaging stories. It is exceptionally versatile and aids decision-making at every stage of the sales cycle—whether it is short videos shared across social platforms, interactive videos that improve conversion or case studies that emphasize the credibility of your business. The key is to share informative videos that resonate with your target audience. The right video can get executives, managers, and salespeople excited about your business and convert more leads into paying customers. Do you have video on your list of strategies to incorporate in 2018? What types of videos have created the most success for your business? I’d love to hear about your experiences in the comments. https://business.adobe.com/blog/basics/b2b-marketing

With everyone talking about doom and gloom, how the world will never be the same again, and what will be the new norm… who is going to come up with the next big thing? I think it’s time to pause and reflect. I don’t think we need a “big thing” at all; rather, we need lots of simple and small things. It’s about creativity, connecting the dots in a different way. The questions at the moment in my mind is this: How can a brand remain front of mind with a customer? How can this unprecedented time be used to strengthen existing customer connections and create new and relevant ones? What services or products can a brand provide that are relevant to this time? What communication of hope and the future is being conveyed to customer? This isn’t about out-spending or out-shouting the competition; it’s about making a customer’s current situation easier, more tolerable, and more supported. To that end, I suggest all brands first take a look in their marketing “pantry”. Ask yourselves what content or work have you already created that could be given a new purpose, a simple means to support customers now and be remembered? All customers’ footprints have been reduced to the size of a living room. The user journey is now from the bedroom to the sofa and back, probably no more than three feet apart, while the method of communication is on three screens all working at the same time. Understanding this new norm and delivering value in that environment is going to be key to future success. People are very savvy to a disingenuous “we are here to support you” message that isn’t backed up by something honest and tangible. It becomes easier to identify because it is being repeated constantly by multiple brands… it’s as if we are all binge-watching insincerity. No more long-winded letters from the CEO, please! In the book the Power of Positive Deviance, the point is made to seek simple, creative solutions in the face of intractable problems, and it showcases inspiring accounts of bringing such solutions to bear. If ever there was a time to take advice for this approach, it is now (and I strongly recommend reading if you haven’t already)! Re-evaluating current challenges through an outside lens can lead to some wonderful and original outcomes. And pantry creativity isn’t something that needs to be done in isolation but can also be used to help and support each other. Take the #GreatAmericanTakeout campaign developed by the HW&H agency, by involving multiple brands a good campaign was turned into a great cause that gained significant impact and reach while driving business for brands in an industry severely impacted by COVID-19. Now is the time for the “MacGyver” in all brands to really show up. We need to ask ourselves the following: what content do I have that I can repurposed for good? Is there an at-home experience or product that can be repurposed to help where it’s needed? Perhaps a digital experience put on a shelf that, with a little TLC, could support customers at home? And what new or existing partnerships could take on a fresh meaning is this current situation, take advantage of what we might be able to share?

I recently visited Fleming’s Prime Steakhouse & Wine Bar in Newport Beach’s Fashion Island, the original spot of the Florida-based chain that now boasts about 70 locations.The occasion was Fleming’s intriguing new “five senses” dining experience called Taste of the Future. This monthly event costs around $200. It lasts nearly three hours and unfolds in the restaurant’s private event space, a downstairs cellar-like environment where several small tables are surrounded by 360 degrees of viewing screens. Several guests commented that the experience reminded them of something you’d see at a theme park, only with considerably better food. To satisfy the senses of sight and hearing, the screens show professionally-produced footage of the striking California locales behind the evening’s five courses of food and wine. The chef partner at Newport Beach’s Fleming’s Prime Steakhouse and Wine Bar is Kevin Monahan. He curates the Taste of the Future “five senses” dining experience. (Courtesy of Fleming’s Prime Steakhouse and Wine Bar) For the senses of taste and smell, the highlights were a smoked tomato soup topped with brown butter brioche croutons; striped bass (paired with roasted corn, a cilantro salad and avocado purée); and the fig upside down cake (with a honey cinnamon glaze and candied figs). The only disappointment — and it was a modest one — was the “touch” aspect of the experience, which involved fiddling with some items placed in a box at the table. One of them was a piece of coral. Each had an explanation of how it connected with the courses. It all seemed a bit loose compared with how well everything else was presented. Still, I recommend this experience for diners wanting an immersive experience worth sharing with friends and family. For those looking for something extra special, Fleming’s can create custom experiences in their private dining space, such as a birthday in Paris complete with a French menu and visuals from the City of Light. https://www.latimes.com/socal/daily-pilot/entertainment/story/2019-08-19/on-food-five-senses-dining-at-flemings-in-newport-beach

Former RAPP Los Angeles and London executive creative director Nick Platt is ramping up his new creative shop LO:LA (London: Los Angeles) with a nine-person team, up from three partners when the agency unofficially started as a “soft launch” in March 2017. Platt specifically devised his agency to depart from what he calls the “politics, process and profits” that dominate most major global agencies. “Clients paid a ton and got layers of process and no real work to show for it,” he says. Instead, LO:LA’s approach is that everything is “Made with Love,” says Platt, from the client approach, to the creative, to the consumers each brand is trying to reach. “We want to prove that creative can be simultaneously quick, nimble, quality and cost-effective,” he says. The agency’s current roster of clients includes Total Wine & More, Fleming’s Prime Steakhouse and Wine Bar, GRRRRL, Halo Circus and The Creative Coalition. This account work has typically expanded beyond a one-off project, says Platt. To that end, LO:LA created new “Just Round the Corner” brand positioning for Cycle Gear to increase awareness of the brand and its 135+ stores nationwide. The brand wanted LO:LA to create something that would speak to all riders, rather than just hardcore athletes. “It’s the one thing every rider has to do regardless of ride type,” he says. The effort began with OOH billboards in Los Angeles, San Francisco and Atlanta that contributed to a significant sales lift, prompting the creation of a television spot. In its first year, the agency has won 13 ADDY Awards and won a Webby Award Official Honoree this year.

We are absolutely delighted to announce we have won 3 Silver Davey Awards. A big thank you to our team and our clients for making the process of creating this work an absolute pleasure. THE DAVEY AWARDS ANNOUNCES WINNERSBEST IN SHOW WINNERS UNVEILED, GOLD AND SILVER AWARD RECIPIENTS ALSO NAMED New York, NY (October 24, 2023) – Winners of the 19th Annual Davey Awards have been announced by the Academy of Interactive and Visual Arts. The Davey Awards honor work from the best boutique creative agencies, in-house brand teams, small production companies, and independent creators across Branded Content, Video, Design & Print, Advertising & Marketing, Mobile, Podcasts, Social, and Websites. Please visit daveyawards.com to view the full winners list. “The talent displayed by the Entrants into our 19th season has proven to be massive”, said AIVA managing director Lauren Angeloni. “I’ve come to expect ingenuity and innovation from our small shops and independent creators, but this year is particularly stunning. I want to congratulate all of the honorees for their well-deserved wins. I also would like to extend sincere thanks to our jurors, who gave so much time and care in their evaluation of each entry.” The Davey Awards is sanctioned and judged by the Academy of Interactive and Visual Arts, an invitation-only body consisting of top-tier professionals from acclaimed brand and media, interactive, advertising, and marketing firms including: Spotify, Majestyk, Big Spaceship, Nissan, Tinder, Conde Nast, Disney, Microsoft, GE Digital, JP Morgan, PGA Tour, Wired, and many others. Visit aiva.org for more information on our judging body. The Davey Awards is an international award focused exclusively on honoring outstanding creative work from the best small teams from across the world. The 19th Annual Davey Awards received over 2,000 entries from ad agencies, digital agencies, production firms, in-house creative professionals, graphic designers, design firms and public relations firms. All it took was one small stone and a flash of ingenuity for David to overcome Goliath. The Davey Awards were inspired by this symbol of creative resourcefulness and used it as the foundation of our updated brand identity and sleek new statuette. In their 19th year, they doubled down on their core mission—celebrating brilliant ideas from small teams. The Davey Awards level the playing field so entrants compete with only their peers, and winners can gain the recognition they deserve. Please visit daveyawards.com for more information.

In the dynamic landscape of business and commerce, the pursuit of revenue is an ever-present goal. However, the path to generating substantial revenue isn’t solely paved with raw data and cold facts; rather, it’s illuminated by the art of storytelling. The adage “facts tell, but stories sell” encapsulates a profound truth: the persuasive power of storytelling is unmatched when it comes to driving revenue growth. Let’s delve into the compelling reasons why storytelling stands as the supreme strategy for revenue generation. The Science of Storytelling When a story is skillfully woven, it has the remarkable ability to captivate and resonate with the human mind. Neurological studies reveal that storytelling engages multiple brain regions simultaneously, triggering cognitive responses that mere data and statistics cannot replicate. The release of oxytocin, often referred to as the “trust hormone,” is a direct outcome of emotional engagement through storytelling. This chemical response fosters empathy and connection, paving the way for the creation of a unique bond between the storyteller and the audience. Take, for example, Apple’s ingenious use of storytelling in their marketing campaigns. Instead of bombarding consumers with technical specifications, Apple’s “1984” Super Bowl commercial and “Get a Mac” campaign featured relatable characters, inviting viewers to join in on the narrative. This emotional resonance allowed Apple to transcend the role of a mere technology company and become a symbol of innovation and creativity. By tapping into human emotions, Apple effectively generated revenue through a loyal customer base drawn by the stories they told. Memorable Messaging The human mind is inherently wired to remember narratives, making storytelling an exceptional tool for conveying messages that stick. Compare the lasting impact of stories to the fleeting nature of raw data. This capacity for retention serves as a crucial advantage for businesses seeking to etch their brand into the consumer consciousness. Dove’s “Real Beauty” campaign stands as a testament to the potency of storytelling in messaging. Instead of focusing solely on product promotion, Dove shared stories of real women grappling with societal beauty standards. These narratives resonated deeply, embedding Dove’s commitment to authenticity and self-acceptance in the minds of consumers. The result? A brand that not only achieved increased revenue but also fostered a loyal customer base drawn to its empowering narratives. Connecting with the Audience The heart of successful storytelling lies in its ability to evoke empathy and forge connections. When brands share personal experiences and emotions through stories, they demonstrate a level of vulnerability that resonates with audiences on a profound level. This emotional connection goes beyond transactional relationships, fostering a sense of community and loyalty. Nike, a master of storytelling, excels in this aspect. Their “Just Do It” campaign has showcased stories of athletes conquering adversity and pushing their limits. These stories not only inspire individuals to overcome challenges but also align them with Nike’s brand identity. By connecting with customers on an emotional plane, Nike elevates its revenue streams through engaged and passionate consumers. Overcoming Skepticism In a world flooded with information and advertisements, skepticism has become a natural response. However, storytelling possesses a unique ability to dismantle these barriers and build trust. Authentic storytelling, with a focus on transparency and vulnerability, can transcend skepticism and establish credibility. Charity: Water, a nonprofit organization, demonstrates this concept admirably. Through impactful storytelling, they bring to life the transformational impact of providing clean water to communities in need. By sharing individual stories, they evoke empathy and authenticity, leading to increased donations and sustained support from a trusting audience. Creating Engagement and Virality The viral nature of compelling stories is an undeniable force in the modern era. Stories have an innate shareability factor, enabling them to propagate across social media platforms and ignite conversations. This organic dissemination serves as a powerful marketing tool, amplifying brand reach and ultimately driving revenue. Coca-Cola’s holiday campaigns embody this notion splendidly. Their heartwarming advertisements center around themes of family, friendship, and sharing during the festive season. These narratives don’t just boost sales; they transform Coca-Cola into a timeless symbol of holiday cheer, sparking conversations and generating revenue year after year. Longevity and Brand Loyalty Stories have a unique attribute: they endure through time, often passing down through generations. This longevity contributes to the cultivation of brand loyalty and an ever-expanding customer base. As stories become woven into a brand’s fabric, customers become advocates and brand ambassadors, driving revenue growth over the long haul. Reflect on the enduring appeal of Apple and Nike. Their stories have not only stood the test of time but have also evolved to encompass new narratives. These stories, backed by loyal customers turned advocates, continue to drive revenue as they inspire and resonate with each passing generation. In the arena of revenue generation, storytelling emerges as an unrivaled force. By appealing to emotions, building trust, and fostering connections, storytelling transforms businesses into purveyors of experiences and emotions, rather than mere commodities. The cases of Apple, Dove, Nike, Charity: Water, and Coca-Cola eloquently demonstrate how stories elevate brands, engage audiences, and drive revenue growth. As businesses navigate the complex landscape of commerce, embracing the power of storytelling isn’t just a strategy; it’s a journey toward sustainable growth and unparalleled success. Photo by Nick Fewings on Unsplash

Setting the Stage In a world brimming with options, brands have become more than mere products – they’re identifiers of values, aspirations, and purpose. But in a marketplace flooded with choices, what truly distinguishes a brand? The answer lies in understanding the “why” – the fundamental reason a brand exists beyond profitability. The pivotal role of discovering and embracing a brand’s “why” in today’s dynamic landscape, where differentiation is the key to capturing attention and loyalty. The Foundation of Purpose At its core, a brand’s “why” is not just a slogan; it’s a profound raison d’être. Consider the example of Warby Parker, the eyewear brand. While delivering stylish eyeglasses, their “why” extends to making vision care accessible to all. With its Buy a Pair, Give a Pair program, Warby Parker’s purpose-driven approach attracts socially conscious consumers, turning them into brand advocates and contributing to a meaningful cause. Uniting the Tribe The “why” behind a brand goes beyond consumer demographics; it’s about forming a tribe of like-minded supporters. Lush Cosmetics serves as an example of this tribe-forming power. Beyond selling bath and beauty products, Lush champions ethical practices and environmental responsibility. Their “why” resonates deeply with eco-conscious consumers, transforming them from customers into passionate advocates for the brand’s principles. Standing Out in the Crowd In an era of commoditization, a strong “why” becomes a beacon that guides consumers through the noise. Beyond Meat is a contemporary illustration of this. By providing plant-based meat alternatives, their “why” addresses both health and sustainability concerns. Amidst traditional meat options, Beyond Meat’s distinct “why” appeals to health-conscious, environmentally-aware consumers seeking innovative alternatives. Evolving, Yet Rooted A brand’s “why” isn’t set in stone; it can evolve while staying rooted in its core values. Nike exemplifies this adaptability. From its inception focusing on athletic performance, Nike’s “why” evolved to encompass empowerment and social change. The Colin Kaepernick campaign, for instance, showcased Nike’s commitment to social justice, proving that a well-defined “why” can resonate even in the face of controversy. The Internal Compass A brand’s “why” isn’t just for external perception; it serves as a compass guiding internal decisions and culture. Airbnb is a contemporary illustration of this. Their “why” of creating a sense of belonging goes beyond accommodations; it shapes the company’s culture and empowers hosts and guests to connect on a deeper level, reinforcing Airbnb’s unique position in the travel industry. Your Why, Your Differentiator In today’s rapidly evolving landscape, brands must be more than products – they must be purpose-driven beacons. As demonstrated by Warby Parker, Lush Cosmetics, Beyond Meat, Nike, and Airbnb, a brand’s “why” is its North Star. It transcends fleeting trends, forging emotional bonds with consumers seeking authenticity. This profound understanding is what sets remarkable brands apart, guiding them towards enduring success.