rbara3-blog

[rbara3-blog]

This Coca Cola commercial made a very big statement during Super Bowl 51 and I believe the company released it at the perfect time. Unfortunately, in today’s society there is not much unity between races, religions and other up and coming groups of people in search for equality and awareness. Coca Cola most definitely did pull some heart strings with this commercial as they touched on people from all over the world with different races, ages and genders coming together and being carefree without any worries. The commercial shows people dancing and celebrating their lives with loved ones or participating in their favorite kind of activity. While Coca Cola’s biggest competitor Pepsi was trying to wow their customers with “a mix of nostalgia and celebrity cameos”, Coke was making sure they touched the hearts of every person watching the super bowl that Sunday Afternoon. They had some very powerful quotes in the commercial that directly correlate with the Coca Cola brand itself as they ended the ad with “There’s a Coke for we and us, and there’s a Coke for you.” That is a very powerful way to end the commercial because it leaves the viewer at peace knowing that the Coca Cola company does care about all of their customers and that the brand does try and connect with those who keep their profits at the top. 

Even though I personally believe that this commercial is phenomenal and hits every feeling you can from a consumer’s point of view, I was in complete shock when I saw the ratio between likes and dislikes it had on YouTube! The video was posted Feb 1st, 2018 and has 1K likes and 1K dislikes which to me is astonishing but at the same time I think I know some of the reasons this may be the case. Like I stated above there is a lot of negativity going around in society today and companies have to be aware of that. The reason behind why companies have to be aware of getting into political agendas or any type of controversial topic that can be flipped on them with one small mistake. There are many Americans that do not support companies who come out and try to make a statement the way Coca Cola did with this ad simply because they do not agree or don’t want to be affiliated with the message that company is delivering. This is something that I have never been able to completely agree with or understand for that matter but that is just the way the world works and marketers all over the world have to remember to stay away from those controversial topics because there is always that small risk where the message you are trying to portray turns against you. 

[rbara3-blog]

AVOID THESE SOCIAL MEDIA MISTAKES!!

In today's society, having a strong presence on social media is very important for companies to invest in. Having social media platforms like Facebook, Twitter, Instagram and Pinterest to name a few can help them increase ROI as well as help themselves out with brand awareness. As we all know, the cost for maintaining a social media site is minimal and the content you want to post can come from your own desires. To be successful at social media marketing you need to have a clear strategy of what messages you want to get across to your audience as well as differentiate your content with competitors. You shouldn't only worry about your own company and try to have other company name or logos around your feed as it can help consumers associated your brand with others similar to it. DON’T BE SELFISH. You also cannot ignore your audience and the feedback they may provide about your media content. Any business should to commit to having a great relationship with their consumer market and it should be consistent as well as responsive. 

Don't ever limit yourself and your company to one specific type of content you post on your platforms. Companies need to be creative in all phases of the term and post anything from regular text to pictures to gifs to videos and every other type of post they can come up with. They can even post polls that their customers can participate in to drive more traffic and impressions. Infographics are very pleasing to the eye so that may be something a company who wants a new “thing” can use. 

In every relationship, you want to have some sort of personality in order to keep in each interested and not stay bored constantly. No one likes to spend their listen to boring people talk about products/services or see boring dull content on their social media feeds. Customers need posts that will catch their attention and pop out from other posts. Having a healthy mix of educational, engaging and exciting content can have a positive impact on the way a company’s social media presence is perceived. Two way conversations is a great way to show the community and market that the brand values their consumers voices instead of only promoting and pushing advertising in their faces constantly. No one likes an annoying company only caring about the end of the year numbers, you need to have fun with marketing, emotion is the best way to increase your ROI. Bring it from the heart! 

To wrap it up, the main mistakes you should NEVER make are: 

1. Only Sharing Content About Your Company

2. Ignoring Your Audience's Needs And Expectations

3. Limiting Your Content Types

4. Failing To Listen To Customers

5. Creating A Sales-Focused Social Presence With No Personality

6. Not Engaging With Your Audience

7. Deleting Or Ignoring Negative Comments

8. Making Spelling And Grammar Mistakes

9. Delivering Poor Customer Service On Social Media

10. Posting Irresponsible Or Insensitive Content

11. Too Many Hashtags Or Handles

12. Failing To Promote Two-Way Conversations With Customers (forbes.com)

Remember to be careful, you don't want to end up in Social Media Jail!!!! 

[rbara3-blog]

“Hoax Marketing”- Effective?

According to an article on forbes.com written by Michael Wood, hoax marketing can be an effective branding opportunity for a company is done the right way. You may not have heard about hoax marketing before but it has been around for a while now and is used by brands often. It basically is a type of trick companies will play on their consumers making believe that there is something big coming up that never actually ends up appearing. This is a way keep your brand name in the consumers minds and build the associations the maximum. The strategy does not seem very ethical but the way many companies do it and the timing of their actions makes things a bit better. 

It is a common thing on April 1st, April Fool’s Day, for companies to run their hoax campaigns in hopes of grabbing the attention of as many people as possible. The day is meant for jokes and laughs so consumers react with less anger and disappointment when they know that on that particular day anything being said could technically be a joke, later to be clarified. According to Statistic Brain, over 89 million people participated in an April Fool’s day prank the past couple of years for companies but since they are so common now, many go unnoticed.  

“Hundreds of brands unleash their, uh, wittiest little wonders onto the world,” writes Jeff Beer for Fast Company. “Wonders that, after 24 hours, become the pop cultural equivalent of the plastic island floating in the middle of the ocean.”

There is always a downside of things however and that is no different when talking about hoax marketing: It can backfire. When actively using hoax marketing, you need to make sure you have backup plans and remedies in case anything goes bad. It is a medium that needs to be handled very carefully and thought through fully because the backfire can be real big heat. Taco Bell learned this the hard way in 1996 when they tried to say they were purchasing the Liberty Bell and naming it the Taco Liberty Bell which rocked the states causing the National Park Service to get bombarded by angry people demanding the stop of the sale. Taco Bell had to quickly explain the situation and apologize to their fans for a failed hoax attempt and were left with a bad taste in their mouth. 

To wrap it up, remember that hoax marketing is a great way to show off your foolish side and increase your brand awareness but you need to be very careful and be prepared for consequences if the mission is failed. Developing a social media marketing plan is crucial in the success of anything you do and you have to make sure your consumers trust you enough not to lose their loyalty if anything goes bad. Also, Don’t Cross The Line, be smart about what you post because one wrong perception of a post can lead you to a tunnel of controversy. If the joke seems a little much, keep it to yourself knucklehead!

[rbara3-blog]

7 Hard Truths About Social Media Marketing

As a marketing major, I have always thought that using social media platforms to advertise and promote your products/services would be an amazing way to multiply your revenue for a small cost. When this first started companies were getting amazing results some seeing returns of even 1000 percent which is out of this world. Social media marketing requires low costs and there are nonexistent barriers to entry which makes it so attractive to companies. 

The problem with this strategy during present time, however, is that the competiton has gotten way more competitive and commercially saturated. The costs have also increased because the quality and uniqueness of your content has to beat your competitors. You have to be honest with yourself these days and realize that everyone thinks different so one strategy may not work in order to maximize your revenues. 

Keeping in mind that not all marketers see a positive ROI is key to being successful in this industry. Only 48% of businesses claim to ever seeing any ROI, less than half. Some may not be as patient as others or as innovative but the end result seems to be the same. Innovation of your social content is one big way that you can retain product awareness and online impressions but that, like stated above, will increase the costs which used to be one of the main benefits of using social media marking to begin with (save money). There has been a decline in the organic reach a brand can achieve on social media platforms so as a result a positive ROI is getting even harder to earn. Applications and sites have limited the amount of content companies can post before having to pay fees for exposure causing a decrease in product visibility. 

As we have talked about in class many times, social media marketing and all the platforms are amazing and we should take advantage of the features, we should always have boundaries with what we post or how we use the platforms. We know that there are many factors that come into play when using social media like trying to figure out if your company is in the industry that needs a large social media presence because you don't want to invest your time and money into something unnecessary for the success of your company. With all of this being said however, do not be discouraged to start your own social media platform and try to get a following started. I personally love using social media and see the positive it has brought into society today. As I get older I hope to improve my social content creating skills so I can hopefully one day help a company multiply their profits!!  

[rbara3-blog]

ADIDAS vs. YEEZY

Kanye West. Every heard of him? The hip hop legend is making headlines constantly nowadays, for the wrong reasons.

If you guys don't know much about Kanye West and his social media usage, you need to do some research and catch up on some of the drama before reading this post. 

Kanye West has always been a “character” and has been known to love being in the spotlight, doing things that will 110% of the time bring him massive attention. West who is a very successful artist as well as business man, partnered with Adidas, made a poor choice going on Twitter for a rant and speaking about slavery. In an article from adage.com (http://adage.com/article/cmo-strategy/adidas-ceo-support-kanye-west-slavery-remark/313374/?CSAuthResp=1525657879762:0:2370159:0:24:success:107AE2B73F15833471446E3D25C27D34), Adidas CEO, Kasper Rorsted, made sure the public knew they were not supportive of the comments West made in regards to the slavery topic but did assure everyone that he had not thought about breaking their relationship up with the artist. The company will have a meeting with West as they will discuss what will happen next to clear the air about the situation. West said, "When you hear about slavery for 400 years—400 years? That sounds like a choice," during an interview with TMZ which blew up in a heartbeat, as it should have. West got many people upset with his comments and even had major celebrities coming at him via social media platforms like Twitter and Instagram telling him to stop what he is doing and to seek help if he needed it. He has brought adidas brand a lot of heat recently including a sales drop of 6.3 percent in Germany, a hot spot for their products. If West does not clean up his act, Adidas may be forced to step in and set some boundaries as well as reevaluate their business outlook. 

Social media marketing is crucial to the continued success of a company’s sales as well as a great way to increase or maintain brand awareness as high as possible at all times. You do not want an influencer or business partner taint your brand’s image but posting extremely controversial content on their social media platforms. The company has had massive success over the past year as it climbed over Nike for the #1 spot for market share within the sports retail industry and are #2 only trailing the Jordan brand in sports footwear in the US according to NPD analyst Matt Powell. 

Going back to the topic of Kanye West ruining relationships from above, he may have crossed the line of no return this time. High profiled names like Kendrick Lamar and Rihanna have unfollowed him on platforms like Twitter and Instagram which shocked the entertainment world. As soon as those news went viral, thousands of people followed and did the same thing indicating they did  not agree with what Kanye had been posting.He was even clowned as some say by celebrities as they know his history of out of the ordinary actions. Check to Britney coming in hot with the 2007 roast line:

Even though this doesn't hit Adidas directly, it still affects them because West advertises their products through his social media platforms and losing followers means less traffic and impressions the company will get for those products. Adidas is in a tough situation right now but I strongly believe that they will fix this situation and go back to being #1 in the states. They are too big of a brand and Kanye West has an insane following that this will only be a small setback in their journey to come out with the next season of Yeezy attire. But hey, Ye, give us some early 200′s magic again please!

WE WANT THE OLD KANYE!!!!!

SMH YEEZY 💀💀💀 

[rbara3-blog]

This is an amazing statistic when you consider there is roughly 7.6 billion people in the world. It just emphasises the importance of Facebook ads in a digital marketers arsenal. 

[rbara3-blog]

CRUCIAL!!!!!!!

Did you know…..  Stay on top of your social media in order to keep your clients happy and attract more potential customers. 

[rbara3-blog]

Focus on improvement, not perfection

[rbara3-blog]

Importance of Influencer MKT

How is Snapchat doing with this? 

How many of us out there open the Snapchat app almost every time they are on their phone for something other than a phone call or quick text message? If I had to guess, I would definitely say that number is roughly around 90%. Literally everyone from young teens to tech savvy grandparents have joined this social media platform making it extremely popular with over 187 million daily resources (as of Q4 2017) but it has a “hitch”. Snapchat is missing important features other social media have that can hurt them in the long run. An article from forbes.com, “What Snapchat Teaches Us About Influencer Marketing” (https://www.forbes.com/sites/forbescommunicationscouncil/2018/04/27/what-snapchat-teaches-us-about-influencer-marketing/#32696843635c) we can educate ourselves with the reasoning Snapchat may start to struggle soon with out the help of influencers. 

There is always one big question marketers ask when planning a social media platform strategy... “are influencers crucial to the success of a social media platform?” and I strongly believe the answer is YES. Over the past couple of years, there have been many coders out there who have been trying to come up with the next big platform but have fallen short because of their low user traffic. Usually, the main reason for their failure is the lack of influencer marketing usage limiting future success of the platform. It is known that Snapchat is trying to become a social network but does not have the right features in order for influencers to really get good deals, no data = no deals which is a huge downfall for a platform dominated by the younger generation who influencers work magic on. Snapchat has failed to realize the potential of having an analytics tool within their app but their competitors Instagram did not, quickly making sure their users could track everything from followed to what day of the week you got the most likes. 

Large platforms like Vine had to shut down in 2017 because of failure to accommodate their influencer marketing. They had a magnificent chance of hopping on this new trend long before other platforms did but instead paid the consequences. Snapchat knows it could disappear just like Vine did if it does not step their game up with influencers without disrupting the users application experience. The most recent snapchat update has an “official stories” section which shows signs Snapchat is taking a step in the right direction finally giving their users access to audience analytics. (as pictured below, far right) 

The addition of these features can eventually lead to Snapchat having several active influencers who can make a profit of their own while helping Snap enhance everything from brands awareness to building a loyal fan base open to changes and new features without losing confidence in the company's overall objectives/goals. 

I hope that Snapchat continues to take strides towards the right direction and gives their users the ability to check out their audience analytics as it will only bring the company positive feedback. With that being said, best of luck Snapchat, I know how hard it is to please groups of people, I am very critical about things like that myself! 

[rbara3-blog]

“MAYOKETCHUP” 👀

http://adage.com/article/cmo-strategy/kraft-heinz-dishes-social-media-approach/313247/

Where are my Ketchup lovers? How about the Mayo enthusiasts? Ever thought about combining them to make some MAYOKETCHUP?! Don't you worry, HEINZ has you covered...

In an article posted on adage.com, Jessica Wohl discusses Heinz’s plan to use social media to their benefit in order to launch their new product: “Mayochup”. The Heinz Co. has recently partnered up with WPP’s VML in an attempt to get deeper into the world of social media marketing. The company realizes the importance of having an emotional connection with their customers as it can improve their brand awareness, image and associations which can lead to loyal customers. In their first ad campaign as partners, Heinz decided to go on Twitter and create a poll asking fans: "Want #mayochup in stores? 500,000 votes for 'yes' and we'll release it to you saucy Americans." 

They got an incredible 930K plus respondents with 55% of them saying that they would want the Heinz Mayochup. The reasoning for the creation of this new product was simple, Kraft Heinz wanted to challenge their existing models by finding new ways to drive the growth but also stay relevant to their customer base. They realize that innovation is very important in today’s business world and a company their size needs to keep up. VML has confirmed that they will be handling the social strategy, creative and community management departments for the Kraft brand in hopes of having the best launch turnout. 

There are constant posts online with backlash about some company and something they did via social media and that is because companies do not do enough research before posting anything. Consumers these days can tell you whether they like your product or not in a matter of seconds, giving you data to analyze for days. The poll was a great way for Heinz to see that the majority of their consumer base is pro mayochup and also allowed their fans to have a say in the new product launch building those important relationships between company and customer we discussed before. During class, we have talked many times about our personal interactions with companies known to interact with their customers like Zappos, Delta, ESPN etc and how much we enjoy being able to have a say, enhancing our love for that company and creating more brand associations via hashtags, pictures, key words and more. The more impressions companies get on their posts, the more likely they are to build relationships! To be honest, I am not 100% how I feel about Maychup but I hope that Heinz is successful with the social media marketing plan and are successful at creating more customer interaction opportunities.  

[rbara3-blog]

The Grim Future Of Social Media

https://www.forbes.com/sites/forbesagencycouncil/2018/05/02/the-grim-future-of-social-media/#1df0eb87b9a6

During today’s society, social media marketing has been one of the major ways companies have been able to enter new markets or improve their brand awareness with their current consumer market. I believe that as a whole, we have been so caught up in how magnificent social media is and how it has changed our everyday life that we have failed to identify any problems it may cause moving forwards. In the article, “The Grim Future of Social Media” (https://www.forbes.com/sites/forbesagencycouncil/2018/05/02/the-grim-future-of-social-media/#1df0eb87b9a6) the author Marie Wiese talks about the how social media marketing could be on the decline for certain companies if they are not careful and do their research.Their are many small, up and coming companies along with the giants that have invested heavily on their social media platforms, hiring analytical teams and other specialists to enhance their online presence. These companies need to rethink social channels as part of the B2b marketing mix especially after the Facebook data breach scandal, you need to be very honest and gain the trust of your employees/customers. 

In a study that was conducted in 2016 focusing on buyers and sellers of products/services, less than 12% of the buyers surveyed stated they wanted to receive product updates through social media platforms. Very discouraging. Even after seeing that number, you have to remember that social media platforms can still help your company but you do not need to focus all of your marketing duties strictly on this type of marketing. Analytics can be a social media blessing but you have to know that data can always be manipulated and may not mean what you think it does all the time. The response rate of consumers to social media promotional posts has only increased by 1.2%, a low percentage for a company to invest heavily on. 

[rbara3-blog]

Big Question Regarding Police & Social Media 😮👀

If you are an active social media user, you have most likely ran into a post that has involved the police or any other type of authority figure. It seems to be the common theme for controversy nowadays and it all has to do with the biggest innovation of the 2000′s so far (in my opinion) ; Social Media. I recently came across an article discussing whether or not your local police departments should be allowed to monitor your social media platforms in order to prevent crimes from happening (https://www.wired.com/story/why-police-should-monitor-social-media-to-prevent-crime/)

The article talks about the many problems that could start to arise because of this action, bringing back the details of when the ACLU of Massachusetts released reports from the Boston Police Department showing prejudice throughout the social media platforms. Facebook and Twitter were the main sites looked at for keywords like “Islamic state”, “ ISIS”, “ummah” which the BPD believed would help them eliminate any possible crimes from happening if the monitoring was done properly. 

Social media mining as we have discussed in class can be very useful but can very easily cause a company or in this case a police dpt. to cross the ethical line. The amount of rights that can be violated if not done the proper way can cause a huge problem that can damage your brand image forever. Institutions continue to invest a lot of money into social media mining, ignoring the risks that may come into play later on. 

Stats on 2016 Survey by the International Association of Chiefs of Police & Urban Institute  

76 percent of officers use social media to gain tips on crime

72 percent to monitor public sentiment

70 percent for intelligence gathering

Even though police departments have been getting some tips from their social media monitoring, in a Boston case uncovered by the ACLU, there was no evidence that scanning for key terms led to any specific type of crime soother really is no good reason to continue using this strategy. I understand that we need our cops to have as many resources as possible to keep our communities safe but the big point here is that they are wasting a lot of their money on something that is not ethical and inefficient. They can step over the boundaries of laws like the 4th amendment (free from warrantless searches) as well as freedom of speech. The internet is supposed to be a place where you can express yourself in many ways without having to worry about being watched by the feds every second and we should keep it that way (to some extent). Of course we have to still limit and monitor any crazy, wild posts and can’t get too comfortable but I do not think that we need our police to monitor our social media platforms at all. I am very glad that platforms like Facebook ,Twitter and Instagram banned companies to partner up and gain access to backend data streams via APIs as well as their developers from using their data for surveillance and other needs. 

This topic can be controversial to many, at the end of the day however I think we can all agree that our Police Department can use social media platforms to help them solve cases but with boundaries. There is no need for all the money that is going into this strategy and backing away from it might end up helping out our police departments in the long run. The Boston PD did not have great success and that is a large city with loads of information available online, it just didn't seem as easy it sounds. 

[rbara3-blog]

DJ Khaled in trouble with Social Media Police”

http://adage.com/article/cmo-strategy/dj-khaled-faces-scrutiny-social-media-booze-posts/313062/

It has been a wild ride for the “King of Snapchat” and social media legend DJ Khaled but he has hit a bump on the road that needs some clarification. Khaled has a major presence on all of his social media followers which enthusiasts follow to know his every step from all over the world. Known for his success in the music industry the Miami native has created a kingdom of fame for himself and many large companies realized he was their golden boy to lead them to glory.

In a recent article posted on adage.com regarding DJ Khaled’s controversy over social media posts of alcohol brands without proper ad identification, we can see how seriously truthinadvertising.org takes deceptive marketing and quickly put a halt to it and made sure they penned Khaled a letter letting him know that they were monitoring his social media posts and that he need to make a change. He was delivering alcohol related posts to underage social media users which is unethical and can hurt your brand image. As we have discussed in class, having a celebrity ambassador can do wonders for a company but always has it’s risks. 

According to a count over a year span you could identify this many alcohol related posts per platform:

100 times on Snapchat

< 190 times on Instagram

30-plus times on Facebook

20 times on Twitter

Khaled, after receiving the letter, quickly made sure he corrected his mistakes and slowed down his alcohol related postings. It was great move on his behalf and he has come clean about everything that occurred with that situation. Over the past couple of weeks we have seen a big change in Khaled's posts as we can see here an example of him adding the #AD tag to any posts that may seem like it was done with promotional intentions. 

Because of the changes, TINA.org has not filed a complaint with the FTC and seem to be leaning towards forgiving Khaled as a whole for his previous actions. They did note that they would continue to keep an eye on Khaled’s social media activities and stated that “time will tell if he is truly committed to ensuring that his followers are not misled by deceptive ads”. Brands like Bacardi came out to clarify they had not asked or payed Khaled to posts any content showing their brand and had Khaled remove the D’Usse brand posts. That seems to be the worst of what Khaled got for his deceptive posts but he was most certainly taught a very valuable social media lesson. You need to how much you can impact with a single post on your platforms especially when you have the image and presence that Khaled does in society. People take what you post online seriously more often than you might think so keep an eye out for the social media police!

[rbara3-blog]

This is very interesting and informative 🔥

7 Keys to Success on Twitter

[rbara3-blog]

71% of social media complaints are logged on Facebook – 17% on Twitter.

New Research Shows How Fast Companies Have to Be in Social Media

Be sure you’re listening everywhere- and more importantly- taking time to respond everywhere. 

(via unionmetrics)

Facebook is most definitely the social media platform that I associated most of my complaints with when it compared to the other major sites (Twitter, Instagram, Google+)

[rbara3-blog]

Which Three Marvel Characters Are You A Combo Of?

[buzzfeed quiz]

[rbara3-blog]

In the article, “Coors Light Makes Marketing Shift After Ads Got Too Serious” by EJ Shultz, the reader gets a picture of how difficult coming up with a successful marketing campaign really is. There are tons of small key details you have to pay attention to while coming up with the campaign, not to mention all the prior research you need to do in order to connect with your target market. 

This arctic explains how Coors Light drifted away from their original classic “World’s Most Refreshing Beer” tagline and instead decided to get serious and rolled out the “Climb On” campaign that “sought to build emotional bonds with drinkers by portraying people overcoming challenges”. The main focus of this campaign was to encourage people to climb their own “mountains” connecting them with the Coors Light brand. This idea, however, backfired and the brand shipments went down 4.1 percent in 2017. This was a big eye opener for Coors Light as they realized their consumers wanted more product-focused campaigns carrying the same upbeat vibe from their former classic ads. Ryan Marek, VP of Marketing for Coors Light, admitted that the “world’s most refreshing beer” resonates very well within their customers. This led to the decision of partnering up with 72andSunny, a creative agency, to make a new commercial showing a group of friends climbing the rockies together drinking Coors Light with the end quote being left in the viewers minds is, “lagered, filtered and packaged cold for a crisper, cleaner finish”. (Link Below) http://adage.com/article/cmo-strategy/coors-light-makes-shift-ads/312586/

This commercial is the start of Coors Light directing their marketing campaigns from emotional appeals to more product based and the beer-focused ads will get the most media weight according to Mr. Marek. It is important as a company to understand how today’s society works in both emotional and functional ways. We always want to motivate each other and be aspirational but there needs to be a fine line where you don't drift away from your products or services. Even though Coors Light was able to learn from their mistakes made back in 2016 where there was a 4% decrease in their product shipments over one year, not all companies come back from decisions gone bad like this. The truck company Ram was recently in a controversy as they used weaving audio of a Martin Luther King Jr. speech while showing footage of their pickup trucks. This was a risk they were willing to take and unfortunately for them, the ad come off as exploitive and many believed the audio used was not appropriate for the situation. There was a lot of talk on social media platforms like Twitter, Reddit and Facebook about Ram’s decision to use Dr. King’s speech as their audio because according to some, Dodge Ram never got the approval from The King Center in Atlanta, GA. They sent out a tweet on Feb 4th, 2018 that exploits Dodge Ram telling them not to use Dr. King’s content for their advertisements, directly talking about the Super Bowl ad with Dr. King’s voiceover. https://twitter.com/TheKingCenter/status/960328987955335174 

This is an example of a company trying to do a little too much in order to connect with their customers leading to drop in sales or customer awareness as a whole. Drifting away from your products should be the last thing in a Marketing team’s mind because it is important to always connect an emotional appeal with the product directly. Emotional branding is very important and can be very useful when a company is attempting to get a little “deeper” with their message. One of the main points we all have to remember as future marketers however is that we have to stay in our lane and know when it is okay to step over some boundaries. Like Ryan Marek stated at the end of the article; "I think marketers these days need to ask themselves what banners can they really carry, and what role do consumers expect them to play. For Coors Light, that means keeping it, well, light. Beer is social, and it is a generally very happy and engaging category, and that is where we want to play." I agree with Mr. Marek because the end goal coming from the marketing department is to keep the consumer target happy and generate as much revenue as possible for their company. 

The Classic Coors Light Poster with the frozen train (May 2011)