Global brands can have tremendous traction on the local level, if they can find out how to appeal to locals of an area on their terms. We see hundreds of national campaigns and even regional campaigns for huge global brands but not too many hyper local campaigns. Campaigns aimed at a city, not New York City or even Los Angeles City, but Portland Oregon City, or even Boulder Colorado City. But how do brands become a part of a small community? How can they successfully run a hyper local campaign? Like they say, start the campaign at digital and build out. But it takes a bit more than that. What ...

Creating inspiring advertising moments isn’t easy. One step further, creating these moments and then making sure the right people see them is even harder. We are taught in school how to create a brand image, position it and have an insightful, effective strategy associated with it. I personally take pride in developing advertising campaigns. Evening so often becomes morning as an idea grows and the plan is refined. But is the big giant making it all a moot point? It is no secret that digital branding is key, key to image, position, audience and the life of a brand. Advertising can really be broken down into digital strategies and everything else, digital presence and the rest of it. This is not ...