Pit Viper is a brand that has made a significant impact in the outdoor sports eyewear market, particularly known for its vibrant, wraparound sunglasses that evoke a sense of nostalgia for the 90s. Founded by Chuck Mumford and Chris Garcin, the brand embodies a spirit of adventure and a carefree attitude, appealing to those who live life on the edge, whether on hiking trails or ski slopes. Their marketing strategy is bold and unapologetic, characterized by bright colors and a design aesthetic reminiscent of a bygone era, which resonates deeply with their target audience. The brand's identity is built around a "dirtbag ski culture," promoting a lifestyle that prioritizes extreme sports and fun over everything else. This ethos is reflected in their branding, which is anything but subtle. From their eye-catching logo shaped like snake teeth to a website design that feels like a throwback to the late 90s, Pit Viper embraces a playful and irreverent approach. Their products are designed to stand out, and they actively seek to provoke reactions, which has proven effective in creating a strong connection with their audience. Nostalgia plays a crucial role in Pit Viper's marketing strategy. The brand taps into the psychological phenomenon where people tend to remember the past more fondly than the present. This connection to the past is not just a gimmick; it enhances the emotional appeal of their products. By evoking memories of a carefree, adventurous lifestyle, Pit Viper successfully positions itself as more than just a sunglasses brand; it offers a lifestyle that many aspire to. In addition to nostalgia, Pit Viper's marketing leverages humor and meme culture. Their content strategy is heavily focused on entertainment, featuring playful videos and memes that resonate with a younger audience. This approach not only engages their followers but also encourages sharing, further amplifying their reach. The brand's willingness to embrace absurdity and humor, even in seemingly unnecessary content, aligns perfectly with their overall identity and keeps their audience entertained. Ultimately, Pit Viper exemplifies how a brand can thrive by embracing its unique personality and connecting with its audience on a deeper level. The key takeaways from their marketing approach highlight the power of nostalgia and the importance of authenticity in branding. By not shying away from controversy and focusing on what truly resonates with their core audience, Pit Viper has carved out a distinct niche in the competitive world of sports eyewear.

Most marketing today works by grabbing attention, making you emotional, and turning emotion into action. For this to work, your audience has to trust, like, and relate to you – which is where humor comes into play. One tactic is to make fun of yourself, as IKEA did with a playfully misassembled ad. You can also make extreme and humorous analogies to show how your customer’s life would look without your product. Alternatively, brands can take a bold stance against something in their industry they don’t agree with, as Verizon did with its “one size does not fit all” messaging.

Cava's unconventional approach to social marketing, which uses self-deprecating humor and memes, is driving engagement and growth as it expands geographically. The strategy has proved effective in cultivating a strong and loyal following, particularly among younger demographics. In addition to inside jokes and funny posts, Cava is also collaborating with comedic creators to build a fun brand persona.

The Nostalgia Effect explains why people spend more when they remember their past. Researchers found that nostalgia fills people with a sense of connection and belonging, and those feelings fulfill basic human needs. Consequently, in those moments people tend to view money as less important and desirable. Marketers can use nostalgia by modernizing icons or imagery from the past, using storytelling to evoke desired emotions, or by tapping into throwbacks that Millennials or Gen Z would love.

Disney's chief brand officer credits the $1 billion success of "Deadpool & Wolverine" to unconventional marketing stunts, including cameos in K-pop videos and cooking shows, that resonate with Gen Z audiences. Stars Ryan Reynolds and Hugh Jackman took their in-character antics to new levels, creating viral content that cut through the noise of traditional marketing. This approach highlights the growing importance of meme-ready, platform-specific content to engage younger viewers.

Powerful product messaging is the backbone of a good marketing strategy. Your website should speak to one specific persona, not a range of segments. Instead of showing a long list of features on your homepage, it should describe the desirable transformation your product will create. Strong customer success stories, case studies, and any other third-party validation will bring validity to lofty promises. Moreover, a compelling and authentic brand personality goes a long way in differentiating your brand.

Despite overwhelmingly positive feedback from focus groups and taste tests by nearly 200,000 people, the launch of the New Coke formula was an undeniable failure. Coke had been seeking a way to gain market share from its rival, Pepsi, but it ended up generating overwhelming customer backlash. Customers hated the New Coke simply because of what the original Coke meant to them, not because of the new drink's taste. Pepsi capitalized on Coke's failure by giving its employees the day off and declaring victory in full-page newspaper ads. This marketing blunder illustrates why brands should watch what their customers do – not what they say. Moreover, a passionate audience matters more than a great product.

Hype language in B2B tech marketing often aims to convey excitement, innovation, and novelty, using terms like “revolutionize,” “transform,” “supercharge,” and “leverage.” However, when everything's made to sound exciting, nothing stands out. This post shares examples of companies avoiding buzzwords and hype language in positioning statements.

In the ever-evolving landscape of social media marketing, TikTok has emerged as a powerful platform where brands can achieve viral success almost effortlessly. This phenomenon is not just about catchy dances or trendy challenges; it’s about how brands can leverage organic user-generated content to boost their visibility and sales. The article explores how four distinct brands capitalized on viral moments on TikTok, showcasing the importance of being responsive and engaged with their audience. Dr. Scholl’s, a brand traditionally associated with orthopedic footwear, found itself unexpectedly thrust into the spotlight when a TikTok creator showcased their stylish and comfortable sneakers during a European vacation. The video garnered millions of views, leading Dr. Scholl’s to quickly adapt by featuring the viral content on their website and launching new styles to meet the newfound demand. This response not only capitalized on the viral moment but also connected the brand with a younger audience. Stanley, known for its durable drinkware, experienced a viral moment when a TikTok video showed a Stanley cup surviving a car fire, still containing ice. The video went viral, amassing nearly 100 million views. Stanley’s marketing team responded promptly, with the CEO personally reaching out to the creator, showcasing the brand’s commitment to its customers. This engagement not only reinforced the product's quality but also solidified Stanley’s position as a must-have item, especially during the holiday season. The literary world also saw a viral success with the book "Pumpkin Spice Café," which gained traction on TikTok through aesthetically pleasing videos. The book, initially released a year prior, suddenly became a bestseller as TikTok users shared their love for it. The publisher capitalized on this momentum by creating a special edition and engaging with fans, ensuring that the book remained in the spotlight and continued to attract new readers. Lenox, a fine china company, experienced a revival of its Spice Village collection, which had been rediscovered by Gen Z. Fueled by nostalgia and the cottagecore aesthetic, videos showcasing these ceramic spice holders went viral, leading to skyrocketing resale prices. Instead of missing out, Lenox reintroduced the collection, effectively re-engaging with a new generation of consumers. Their strategic marketing efforts included building an email list for pre-orders and maximizing media coverage, ensuring they capitalized on the trend. Across these examples, the common thread is the brands' ability to listen to their audience and respond nimbly to viral trends. They demonstrated active social listening, engaged with their communities, and made swift decisions to leverage their newfound popularity. This approach not only helped them sell more products but also allowed them to connect with younger audiences in meaningful ways. In conclusion, the success stories of these brands illustrate the importance of being attuned to social media trends and the power of user-generated content. By embracing the unexpected and engaging with their audiences, these brands have not only survived but thrived in the fast-paced world of TikTok marketing. Future marketers can learn valuable lessons from these case studies, emphasizing the need for agility and responsiveness in their strategies.

Brands such as Reformation, Skims, and Osea Malibu have been capitalizing on iconic figures and aesthetics from the ‘90s. Campaigns featuring celebrities like Monica Lewinsky and Pamela Anderson reflect a genuine consumer enthusiasm for ‘90s culture. A throwback campaign can serve as an opportunity for a brand to not only embrace nostalgic aesthetics but also reshape cultural narratives that align with current events.

This is a deep dive into how to use humor to grow your product. People tend to think more highly of brands that use humor because it creates a sense of mutual understanding, can be motivating, and helps them stand out. There are 4 places where brands can leverage humor in growth strategies: in marketing, within the product, during the sales process, and internally. The article covers 10 specific opportunities to inject humor, which include 404 pages and confirmation pages.

This interview with marketers from a renowned copywriting agency discusses strategies for crafting compelling social media captions. The interviewees stress the significance of authenticity, clarity, and relatability in engaging audiences and building brand credibility. Brands can create more impactful and memorable content by focusing on genuine communication and avoiding overly sales-oriented or artificial language.

Oatly was founded in the 90s, but over the last 10 years, it has carved out a sizable niche within a saturated alt-milk market. The company uses its branding to stand out, using “weird” but authentic messaging that makes it feel fresh in an old industry. It leverages baristas as the ultimate influencer, tailoring its messaging to speak to them. Oatly's ad strategy focuses on starting a conversation rather than making an immediate conversion. Its holistic marketing strategy has allowed the brand to become the face of a category it created.

Mascots increase connection with a brand by 41%, in part because people form emotional bonds with them. Using a mascot long-term can increase profits by 34.1%. Companies should consider adding a mascot to their branding and then use it regularly so consumers recognize it. A mascot can be useful for customer engagement and provides an opportunity to showcase your brand's personality in your brand voice.

This post shares 6 ways to leverage your story to stand out in today's market. Customers today want to hear from humans and prefer a personal approach. They expect two-way conversations and need to be heavily educated before any direct communication takes place. Humor also goes a long way — tell stories of times when things went wrong or were imperfect.

Many marketers prefer rebrands over big ad campaigns because rebrands allow them to stay relevant and agile in a rapidly changing market. By investing in brand building, companies like Kraft Heinz and Wayfair can better understand consumer behavior and create a holistic strategy across multiple channels. This approach helps to maintain a strong identity and connect more deeply with their audience, rather than relying solely on short-term performance marketing.

Cereal brands are models of consistency due to their repeated use of taglines and branding. A person must hear about your brand many times before they'll remember it, let alone be moved enough to buy something from you. Companies may choose to drive home a category, a use case, a tagline, or a slogan repeatedly and consistently in order to build a memorable brand. Doing customer research and listening to how people talk about your brand can help you hone the right message.

Marshall, a legendary speaker manufacturer, partnered with Barkas to rebrand and enhance its digital presence, preserving its rebellious spirit while adapting to the digital era. The new design system is bold and flexible, future-proofing Marshall's identity and uniting its businesses under one brand. The updated marshall.com now serves as a hub for music lovers to explore products and content.

Branding is creating associations in people's minds, as Aston Martin did when it associated its car with the cool and stylish James Bond. Types of brand associations include the experience of the product/service, hard brand attributes like logos or jingles, soft brand attributes like repeated messaging, and news stories that stick with the brand. Build the right brand associations in customers' minds by having an intentional and consistent message, avoiding making negative associations worse with poor handling, and sticking to fewer messages that you repeat often.

Inspiration drives users to action by showing them something they want. Fear triggers “loss aversion”, and pictures of faces naturally grab attention due to human nature. This post includes un-ignorable content examples from Codie Sanchez, Lenny Rachitsky, and Mr Beast.

This post describes 5 creative ways to generate buzz on April Fools' Day this year. April Fools brings creative freedom for marketers that other holidays don’t. Some brands have launched fake physical products, such as Google’s “smart” tulip or Duolingo’s in-person push notifications. Launching an impossible feature can also generate buzz, such as Tinder’s “height verification tool.” Making an intentional “mistake” is also an option, for example, Warner Bros' “leak” of its Detective Pikachu film on YouTube.

Neopets announced a rebrand in 2023 and has been consciously courting former fans with promises of reuniting them with old digital companions that have remained largely unchanged. The site's resurgence is led in large part by millennials, for whom the site brings feelings of nostalgia. This article looks at Neopets' strong start, long decline, and recent revival. Neopets' new owners seem to be actively engaging with the community, with several projects aimed at working with fans to improve the site and user experience.

Brands struggle on TikTok due to several key factors: reluctance to embrace unconventional or "ugly" content that resonates with the platform's audience, failure to engage through compelling hooks and in-app styles that disguise branded content, and a lack of strategic posting that prioritizes quality over quantity. Successful TikTok strategies involve leveraging capcut filters, meme-style content, and real-life moments, deviating from traditional brand presentations to capture user attention effectively. Planning content as a social calendar without thoughtful engagement strategies can lead to TikTok penalizing brands by limiting their reach.

Odd Bleat and VML Singapore revamped Scoot Airlines' identity with 100 illustrations in a powerful collaboration. These vibrant narratives embody Scoot's "Escape the Ordinary" ethos.

A deep-dive into Notion's multifaceted marketing strategy that covers 3 channels that have helped power its meteoric rise. The product generated some organic buzz early on, so the team focused on templates and ‘superusers' to build up its community. The brand succeeded with influencer marketing by testing new social media platforms and allowing influencers to speak authentically. Notion also put emphasis on user activation, optimizing quick feedback loops and customizing the experience based on user segmentation.

Research suggests that rhyming phrases are easier to process. Rhyming makes phrases more memorable and even perceived as more accurate. Brands can use rhyming to make messages stand out and be remembered. For example, Heinz used the slogan ‘Beanz meanz Heinz’ to position its brand as the go-to. Gillette is known for ‘Gillette — the best a man can get’, as well as its seasonal website copy like ‘Valentine’s hits that won’t give you the nicks’. Innocent Smoothies remixed ‘easy peasy lemon squeezy’ to highlight the brand in its ads.

Brands don't view social strategies as cohesive packages as much as they used to — they view them as fragmented videos, memes, and photos.

Founder marketing is a crucial no-budget strategy where founders share their expertise and updates on personal social media. Regular LinkedIn posts on product updates, company milestones, and industry trends can build brand awareness effectively. Creative ideas like "Stealth Demo Drops" and "Contrarian Hot Takes" make posts engaging. Active audience engagement is essential for success.

59% of consumers report being more likely to buy from a trusted brand. Sephora incorporates customer reviews on its product pages to build credibility. Tripadvisor partners with influencers, using their content for increased visibility, while NP Digital showcases recent awards and client testimonials on its website to enhance trust. Huel displays media logos from reputable publications that have featured its products as social proof. Bizarro Devs leverages its subscriber count to entice new sign-ups, showing a large following.

Nathan Jun Poekert, former Head of Social at American Eagle, says that campaign assets often underperform due to rigid playbooks, misguided trend-chasing, and the misuse of content creators. Brands frequently fail by not adapting to the ever-evolving social media landscape and by neglecting audience-driven strategies. Poekert advises marketers to prioritize data-backed content that resonates with audiences over traditional campaign footage.