Opinions expressed by Entrepreneur contributors are their own.Businesses often need to rebrand, and it can be a result of many reasons, including international growth, new management, a bad reputation or an outdated image.Whatever the reason, it’s important to create a stellar brand that people will remember.Because of internationalization, Raider changed its name to Twix.If you plan to grow internationally, it’s incredibly important to choose a brand name that’s adaptable and appealing to cultures worldwide.Walmart, known for its low prices, is also a prime example of a major company that wanted to reposition itself in the market.
Twitter announced that it has banned ads from Moscow-based Kaspersky Lab, citing that cyber-security company’s business model conflicts with its advertising rules and due to US government’s decision to ban agencies from using Kaspersky software over spying fears.Meanwhile, Lab’s co-founder Eugene Kaspersky in an open letter to Twitter chief executive Jack Dorsey mentioned that he unexpectedly received an email from Twitter in January this year, informing Lab about an advertising ban on all its official accounts where it announces new posts on its various blogs on cybersecurityEugene Kaspersky wrote: “We haven’t violated any written – or unwritten – rules, and our business model is quite simply the same template business model that’s used throughout the whole cybersecurity industry: We provide users with products and services, and they pay us for them.“Twitter, if this is a matter of a decision being made in error, please openly admit this; people’d forgive you – everyone makes mistakes!I think that would be the only civilized way to quash any doubts about potential political censorship on Twitter.”Jack Dorsey yesterday admitted his ‘mistake’ to give an early timeline for for an improved transparency service on Twitter months after doing so.
Vice Media has launched in India with the aim of reaching the Indian youth population through a partnership with Times of India Group.Vice India will bring content to everyone in India, primarily in Hindi and English.Vice will be producing and distributing local programming for digital, mobile and linear platforms.Vice India has further introduced all of its digital brands under the Vice.com banner and will leverage the Times of India portfolio.Vice India’s local content will span across topics like food, music, politics, sports, sex, identity, nightlife, arts, and comedy.As part of it operations, It has opened new offices in Mumbai and Delhi including a local offering of Virtue Worldwide, Vice’s in-house creative agency, and a full-service content production studio, Vice Studio, producing local news, culture, documentary, film and scripted content for television, SVOD, OTT and digital platforms.
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Former Yahoo chief executive officer Marissa Mayer returns with technology business incubator, Lumi Labs, with colleague Enrique Munoz Torres.In an interview to the New York Times, Mayer stated that the Lumi Labs, based out of California, will focus on consumer media and artificial intelligence.She revealed how in Finnish, lumi means snow and how she loves snow and even had a snowflake-themed wedding.Lately, she has been meeting with different founders to understand what’s happening in the industry.Marissa Mayer resigned from Yahoo after the Oath takeover.She further told NYT about how she worked at Google for 13 years and had been on search team for 10 of those years.
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Twitter executive Jack Dorsey tweeted it was a 'mistake' to mention that Twitter will increase transparency for all ads in 'the coming weeks' last OctoberDorsey replied to a Buzzfeed reporter, who tweeted: "When Twitter said it was going to launch an Ad Transparency Center "in the coming weeks" ahead of its hearings in Washington last fall?Still no sign of it six months later."Twitter is also looking into the concept of measuring conversational health to combat abuse on the platform.To achieve that, Twitter is working with a non-profit research organisation Cortico and Social Machines which identifies shared attention, shared reality, variety of opinion, and receptivity.Was definitely a mistake for us to say “in the coming weeks.” Our fault.
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The NBA Playoffs are going full-bore, and ESPN has once again enlisted recording artist and Grammy Award-nominee J. Cole in a new playoffs campaign.The spot features the exclusive broadcast debut of J. Cole’s song 'ATM,' fresh from his new highly-anticipated album KOD, which is available now through Dreamville Records, Roc Nation and Interscope Records.The spot starts with a text relay of someone asking "Yo, you seeing this?"which is followed up by a slow-motion dunk by LeBron James.The text back says "Too easy."From there, the text statements are highlighted by dunks, incredible shots and memorable memes to bring the hype for the next slate of games.
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WPP faces another significant hurdle less than a week after the departure of CEO Martin Sorrell as one of its biggest clients, Ford, has launched a global creative review.GTB, formerly known as Global Team Blue, is the Detroit division dedicated to handling Ford’s marketing business.A spokesperson for WPP referred to that organization, which had not responded to requests for comment at press time.“We value the talented and creative women and men at WPP.They are trusted partners and curators of the Ford brand,” said a Ford spokesperson.“We don’t share private business matters but can tell you we have offered WPP more specifics about our marketing redesign and operational fitness aspirations.”
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The origin story has gone from urban legend to the Oxford dictionary: A group of high school stoners in Northern California in the ’70s birthed the concept of 4/20, and their friendship with the Grateful Dead helped turn an afternoon burnout activity into a legitimate (though illicit at the time) movement.Now 4/20 is an unofficial national holiday, gathering steam as states across the country continue to legalize marijuana for recreational sales.There aren’t any Hallmark cards to commemorate it (yet) but there are plenty of ways to celebrate, from the High Times Cannabis Cup (in suburban Los Angeles) to the Mile High Block Party and Snoop Dogg’s Wellness Retreat (Denver) to far too many Cheech & Chong movie marathons to count.For the past several years, they’ve been sidling up to the April smoke day as a means to get close to the millennial cool kids—and maybe their Gen X parents and boomer grandparents.But so far they’re keeping it light, possibly to diffuse any potential backlash.Mainstream companies aren’t far behind.
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M’s is ready to launch a brand new flavor, but instead of making the decision for consumers, the brand is giving candy lovers a chance to vote on their favorite crunchy flavor: crunchy raspberry, crunchy espresso or crunchy mint.While fans everywhere can vote for their personal favorite, those in the New York City area have a chance to truly experience what each flavor tastes, smells and even feels like through a pop-up experience in NYC.“The event itself is because our fans at M’s love to be part of how we create a flavor,” said Tanya Berman, VP of chocolate at Mars.“We get ideas all the time from them, whether it’s on social [or] online, people even write to us because they love the variety and the flavor.”M’s held a similar vote in 2016—fans voted for a new coffee nut flavor of the chocolate peanut candies—which the brand says was a huge success.This time around, M’s wanted fans to be even more involved in the experience.
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If you’ve watched the news or read a BuzzFeed article within the past 24 hours, you’ve seen screenshots or embedded tweets that helped tell that story.Well, Twitter finally received its Hogwarts Letter.Twitter closed out 2017 with its first-ever GAAP-profitable (generally accepted accounting principles) quarter—achieved by spending the past year refining its focus to the here and now and expanding content opportunities to support.Every change was an effort to keep it fresh and keep consumers coming back, thus creating more opportunities for brands to be creative with mobile video and incorporate better data, and machine learning, to further enhance their targeting, building relationships at scale.According to the most recent Pew Research Center study on social media behaviors, consumers don’t use Twitter nearly as often as the other platforms, coming in fourth with 46 percent of daily active users, barely edging out YouTube at 45 percent.Key tactics for supporting live events include:
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Much has been made of the fact that television ratings for this year’s Super Bowl, Oscars and Winter Olympics have decreased significantly compared to past years.These massive live tent pole events have typically been a ratings bonanza for the major networks, keeping viewers glued to the action and to the commercials that accompany them, yet concern over the lost audiences from these events often misses the point.It’s not that people no longer care about the Oscars, but rather the awards show’s ratings decline is indicative of a complete shift in how programming is consumed and how audiences are viewing advertisements.The evidence of this underlying issue is everywhere in front of us, from the ascendant subscriber numbers and heavy investment in original content by ad-free streaming giants Netflix and Amazon Prime, to the skyrocketing amount of time millennials and Generation Z spend on digital platforms like YouTube and Instagram, to the way broadcast networks are treating their bread-and-butter revenue stream, the 30-second spot.Just recently, Fox boldly announced it would reduce ad time to two minutes per hour by 2020, and in February, NBCUniversal promised to cut the number of ads in primetime programming by 20 percent.Significantly reduced or completely ad-free platforms aren’t an emerging trend; they’re the new normal.
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Not everyone is going to get youNot everyone is going to need what you offerOr perhaps they just don’t trust you enough to hand over their hard earned cash!As an entrepreneur you’re going to get a lot of rejection(And I’m not talking about girls or guys in the nightclub, that happens whether you’re an entrepreneur or not lol)How you deal with it moving forward is going to determine how long it takes you to reach your goals
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Last fall, YouTube launched a “hold for review” feature in its livestreaming service, YouTube Live.When a creator turns this feature on, YouTube will automatically hold “potentially inappropriate messages” sent during livestreams for their review.Our guide will show you how to turn this feature on from within the YouTube mobile application.Note: These screenshots were captured in the YouTube app on iOS.Step 1: Tap your profile picture in the top-right corner of the screen.Step 3: Scroll down and tap “Live chat.”
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In the Economist a couple weeks ago, Marc Pritchard of P described the current advertising business operation as “archaic.” He clarified his remarks at the 4A’s Accelerate conference to note that both the client and the agency are culpable in that description, but the fact remains that much of the press around our category portend doom and gloom.As agencies, we were struggling through the first wave of the digital age and have now fully pivoted to deserve the role of trusted companion as clients seek to transform their businesses.Independent agencies are getting results.That is to say, while they have re-engineered their models in innovative ways, they don’t rest.This is group of brilliant, creative thinkers who are in tune with what business transformation looks like and are ready to recast their agency as the market demands.All are completely different in their structure, operation and client portfolio, but they have a few other things in common that are affirming for us and should be noted.
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Mineral water brand Buxton, sponsor of the Virgin Money London Marathon, has created a 'Marathon Legs' badge to be handed out to all competitors at Sunday’s (22nd April) race.Created by Rapp UK, the baby-on-board type badges are aimed at celebrating the runners' achievement, encouraging commuters the day after the race to give up their seats to fellow weary travellers.Marie-Laure Danican, local brand lead at Buxton, said: “This campaign brings to life our ongoing support to the runners in every step of their journey – from their training to the actual event, and of course post marathon with the Marathon Legs badge.As hard as it is to train, raise money for and run the Virgin Money London Marathon, the commute the morning after can be just as tough – we hope Buxton can help to save a few wobbly legs on the way into work on Monday”.Ronak Mohktassi, strategist at RAPP UK, added: “This campaign captures the true essence of ‘GoBigTogether’ and the badges were the perfect extension of the thought – a fun way to acknowledge the runners’ achievement and supporting them beyond the actual day itself.”The badges will be supported by press ads, as part of Buxton’s Gobigtogether campaign.
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We’ve written a lot about blockchain, the technology that makes Bitcoin possible without any centralized authority.The underlying theme has been its tremendous potential to impact our industry.AdLedger, a non-profit consortium building and implementing blockchain standards for digital advertising, is dedicated to making that happen, along with IBM and Salon Media.The three companies have teamed up for a shared ledger to bring 100% transparency to advertising, beginning with education.“We’ve got super smart people leading the biggest companies in the industry, but they’re not engineers,” explains Christiana Cacciapuoti, Executive Director of AdLedger.The other aspect centers on helping companies make informed decisions about how to implement that.
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“No one ever got fired for choosing IBM.” Is that true for WPP today?When we look at the legacy of Martin Sorrell and the future of the ‘behemoth’ WPP, people are asking asking a lot of questions: is it the right model for today, does it service its clients in the best way possible, is it the most pragmatic answer to a world where media has become so fragmented, is it just an opportunistic assembly of high performing agencies, will it be broken into smaller packages and sold off?But - and there’s a huge but coming - big offices and thousands of employees does not guarantee big ideas.Quite simply, in a global world brands need to stand for one thing.WPP, and all of the world’s other marketing giants, can’t help but be the safe option for a marketing director who doesn’t want to explain to the board why millions spent on a campaign didn’t cut the marketing mustard.As a global brand do you need to appoint an organisation like WPP that offers a whole galaxy of agencies to service every tiny aspect of your marketing needs and service you in every market?
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Andrew Altersohn, Adfin, chief executive officer, dissects one of 2018's most buzz phrases – 'blockchain' – and sets expectations straight on its immediate prospects for the advertising industry.For some advertisers, it’s delivered as advertised (no pun intended).However, for many, the introduction of new technologies and processes has also brought their share of unintended consequences, from fraud, to brand safety, to the “tech-tax.” These issues are now a part of our reality, and they need practical, scalable, market-ready solutions ... ASAP.There are more programmatic transactions in a day (100 billion plus) then there are transactions on the NASDAQ in a year.It adds new expense and technical overhead that needs to be funded.A single programmatic campaign can easily include 30+ players including the Advertiser, Agency, Trading desk, DSPs (multiple), Data Providers (multiple), Verifications companies (multiple), Ad Server(s), SSPs (multiple)...and this doesn’t even count the 100’s to 1000’s of publishers involved.
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Why do people like Facebook?Facebook has built its business around our relationships, and now we have relied on it to create and maintain connections with others.However, recently, there were some major data breaches with Facebook, which influenced the social movement around the hashtag deleteFacebook.About 84% of users are somewhat or very concerned about how their data may be used by Facebook, according to a new survey this week from investment firm Raymond James.Due to its vast user base, extended network and the survey results, Facebook isn’t going away that quickly or easily.Instead, this movement has validated for some that this platform is here to stay and there must be some beneficial ways we as B2B marketers and sellers can utilize its capabilities.
Ministry of Sound Recordings has appointed social and digital agency, Influence Digital, as its social agency of record to enhance the company on social media.The partnership looks to leverage Ministry of Sound Recording’s core base of 1.5m fans and followers on social media and builds on the label’s pre-eminence in both the dance music scene and broader music market.The scope of work includes playlists on Spotify and Apple Music (such as Dance Nation and Ibiza Anthems) and some of the largest selling compilation titles in the market, in addition to a roster of new artists and multi-platinum sellers alike.“Influence Digital impressed us with both their creativity and their mobile-first approach to social media and digital marketing,” stated Naz Idelji, director of compilations for Sony Music UK and Ministry of Sound.“Moreover, they understand what we are about as a brand.We look forward to working with the team there at what is an incredibly exciting stage in our development.”
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