Can they make or break a company?
It’s been said that some attention is better than none, and that seems to be what Kenneth Cole’s staff adhere to when deciding the artistic direction for their advertising, especially with this latest campaign. The brand launches a new website asking for opinions on abortion, gun rights, and same-sex marriage with an added “twist.” The new site —wheredoyoustand.com — is divided into two sections. “What You Stand In” features advice on men’s and women’s clothing. “What You Stand For,” meanwhile, asks consumers to post their thoughts about the aforementioned topics, and posts links to relevant Twitter feeds under the heading “Feeding the Debate.”
In any case, this isn’t the brand’s first time at finding themselves under a lot of heat. On the fifth anniversary of 9/11, Kenneth Cole was quoted as saying “important moments like this are time to reflect. To remind us, sometimes, that it’s not only important what you wear, but it’s also important to be aware” to the New York Daily News. And earlier this year, there was the #Cairo tweet that made reference to the situation on-hand and their new collection available online. With that said, at this point, it can no longer be noted as ignorance with which the brand is faced. Rather, the brand just blatantly disregards the importance and high emotions encircling these issues.
The concept of the double entendre on its own is a clever one, but we have to be careful in picking and choosing with what we want to associate our message. Sure the hot button topics are bound to receive a lot more attention, but it may very well be negative, which isn’t what you should be aiming for at the end of the day. There is fun to be had in double entendres, but in more lighthearted subjects – ones that induce emotions of awe-inspiring or amusement. Granted, people will share your campaign (as this 2010 UPenn study will illustrate if you have the patience to sift through 30+ pages), but will it really generate sales? Probably not. And no, publicity doesn’t bring in the cash.
And if the brand really is intending to spark actual conversation as they attempt on their Facebook page, the advertisements are just so tasteless (or “edgy” if you prefer), and disengage the audience from taking the brand seriously as a conversationalist.
Tweet us @hypeintl with hashtag #HYPEControversy and let us know your opinion.
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What Is SEO? It’s Simpler Than You Think!
Google displays sites it believes are authoritative and relevant. They measure relevance by analyzing page content, the words you and I read, and they measure authority (mostly) based on the number and quality of other pages linking to the pages they show, links are like votes. If you’re still not sure read this.
How Do I Make My Site Appear in Search Results?
So how do you make your site the kind of site the search engines will show in search results? Simple: Great Content + Quality Links = Search Engine Success! Learn more about SEO on our website and more about our SEO packages.
How Does Google Decide Where to Rank Pages?
Google promotes pages it thinks are authority pages to the top of it’s rankings. It’s your job - or ours if you hire us to do your SEO - to create authority pages. In simple terms this involves writing content and building links.
So in simple terms SEO involves writing pages that use keywords, words people use in searches, and securing links from other pages to show how important your page is compared to others. Links are votes and votes get you elected to page 1…..
A Simple 1-2-3 Guide to Getting Better Search Results
1. Write content that uses words and phrases used by people who search for your product
2. Build links to your pages to show they are important
3. Keep doing it!
Search Engine Optimization or SEO is the simple activity of ensuring a website can be found in search engines for words and phrases relevant to what the site is offering. In many respects it’s simply quality control for websites. Having said that if there was ever an industry that was little understood by ‘outsiders’ it’s SEO.
Ask some SEO companies about SEO and they’ll try and blind you with science and confuse you into thinking it’s a black art. Say to some companies what is SEO and two hours later you’ll be none the wiser. Not here at Hype International Marketing Agency. We love seeing the light bulb go on when our clients get it. We prefer our clients to not only know what we are doing for them, but why!
Links Seem To Be Important, How Do I Get Them?
Correct, links are important but don’t confuse quality with quantity. 10 or 15 links from quality relevant resources (pages) to your page will have a much bigger impact on how your page ranks than a 1000 low value links as sold by lots of SEO companies. In fact, if an SEO company offers you a set number of links for a set price run a mile, they’re spammers!!
Instead seek out great links from other great sites, so long as you’ve got something worth linking to because great sites don’t link to poor ones, why would they?
Create a great site or let us design one for you, provide something people need and are looking for and share your site with other great sites and you’ll quickly start to see your website traffic increase. If you need some help doing this consider giving us a call on 770-217-0681.
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