Profile

Senior Writer/Content Strategist
Marketing and Advertising | Greater Boston Area, US

Summary

I like well told stories. I like creating and developing ideas. I like engaging and reaching people. My goal is to continue to do these types of things professionally. I hope I never stop learning.
Specialties: An experienced content creator, curator, and editor across a wide variety of media including: traditional ad copy, interactive, video scripts, eCommerce, podcasts, blogging, brand journalism, social media, mobile, songwriting, community management.

Experience

  • Jan 2010 - Present
    Senior Writer/Content Strategist / Tippingpoint Labs, a branded media company
    Summary: Envisioned, planned, executed, distributed and promoted content. Busy, high-energy, collaborative environment with daily, weekly, monthly and ad hoc deadlines.

    Core responsibilities:

    * Creating and directing overall vision and messaging for content.
    * Turning strategy and client requests into content implementations.
    * Ensuring content meets strategic and quality objectives.
    * Managing operations of content creation, planning, implementation and distribution.
    * Carrying client voice and branding across multiple content efforts and media.
  • Apr 2009 - Dec 2009
    Senior Writer / Tippingpoint Labs
    Summary: Wrote content across a wide variety of media including blogs, e-commerce, proposals, video, podcasts, press releases, pitches, and more. Curated and edited content from contributors. Busy, high-energy, collaborative environment with daily, weekly, monthly and ad hoc deadlines.

    Core responsibilities:

    * Writing and editing for E-commerce sites, magazine sites, and social network content as assigned.
    * Writing scripts for videos and podcasts.
    * Copyediting, proofreading and quality assurance of content.
  • Aug 2008 - Jun 2009
    Freelance Copywriter / Self
  • Oct 2007 - Aug 2008
    Copywriter/Studio Manager / Nokia
  • Sept 2007 - Oct 2007
    Traffic Manager / Enpocket
  • 2001 - 2007
    Singer/Songwriter/Production Manager / joshcole.com
  • 2003 - 2004
    Layout/Design/Production/Admin. / Arts for the Aging (AFTA)
  • 2002 - 2003
    Freelance Copywriter / Self
  • 2000 - 2001
    Communications Manager / North Shore Chamber of Commerce

Education

  • 2003 - 2004
    The Catholic University of America
    Completed 1 Year of MA/Ph.D Program-Philosophy
    Activities: Graduate School of Philosophy Spring Lecture Series Committee. Full Tuition Scholarship.
  • 1993 - 2001
    Gordon College
  • 1995 - 1999
    Gordon College
    B.A. in Philosophy
    Activities: Magna Cum Laude, Gordon-At-Oxford (1 year at Oxford University), Symphonic Band, Jazz Band, Full Tuition Scholarship.
  • Nipmuc High School

Additional Information

Interests:
Writing, Singing, Playing guitar/bass, Philosophy,Cooking, Gardening, Reading

Posts

A promotional video I wrote for Internet Cosmonaut, Andrew Davis.

Here are a series of mastheads that are designed to sit at the top of every category page at BrevilleUSA.com. I wrote them to sum up the benefit of each category in a much shorter way than the client provided.

Praise the Lard eBook

I produced and edited this eBook with the lovely locavore chef James Stolich out in San Francisco.

PRAISE THE LARD

Case Study: Editorial Calendar Workshop Improves Efficiency and Doubles Leads

I wrote this case study to highlight the effectiveness of Tippingpoint Labs’ editorial calendar workshop. I have definitely seen how effective using newsroom techniques can be in driving content production in any industry.

Case Study: Editorial Calendar Workshop Improves Efficiency and Doubles Leads

In October of 2009, NJ-based Fusionapps approached Tippingpoint Labs with a business challenge. They were spending a lot of resources trying to figure out the right process for creating and managing marketing content. They were not creating content regularly and were not sure how to approach it, despite having hired a few different people to manage their content.

Structure makes the difference

Fusionapps has smart people who know their disciplines and are motivated to write and produce. But they were struggling with the creation process and with how to broadcast their content to their audience.

According to Jess Pugsley, Fusionapps Managing Director and Chief Strategist, “Structure was absent from our team from a marketing perspective. From how we produce content to how we dealt with it editorially to how we scheduled content to be produced. We wanted to do it in a way that makes sense so it’s part of a deeper strategy.”

The Newsroom Workshop

After consulting with Fusionapps, Tippingpoint Labs recommended a Content Marketing Newsroom Workshop. The structure of an editorial calendar could drive effective pitch meetings and an efficient workflow.

Andrew Davis travelled to Secaucus to conduct the 2-day workshop with all the Fusionapps stakeholders. He worked through much more than web content management. He helped the team define roles and responsibilities and create weekly and monthly routines.

By the end of the workshop, Fusionapps had created Feature formats based on the strengths and skills of each of the content creators. The formats were, by design, easily repeatable to achieve efficiency. The team also knew who would be doing what, and when they would go through the editorial process each month.

Content needs form

Where before they had desire and knowledge, now Fusionapps had a form to drive their content. As they put the Newsroom structure and editorial calendar into practice, they saw immediate results.

“We went through the workshop, developed a number of different formats for our content strategy, and developed a number of features that have worked out quite well,” says Pugsley. “Now we have a 3-month backlog of content that we’re looking forward to pushing out.”

The Blur Test

Fusionapps’ most successful format to date is the Blur Test by Chris Geiger, their Director of User Experience. The Blur Test applies “an old art school technique used to reveal a design’s focal point” by blurring a web page to see where the eye wants to go.

As Jess Pugsley explains, “It’s something we do inherently in our business every day. Drew brought it out as something we could create as content. It’s an easy format to put together. It’s structured, quick, easy to produce, and frankly, he’s been creating his content a lot faster than I’ve been creating mine.”

The Blur Test

A new foundation

The workshop has fundamentally changed Fusionapps’ approach to marketing. Pugsley expounds:

“It’s the cornerstone of everything we’re doing. The workshop increased our efficiency. It’s allowed us to focus on other things that we couldn’t focus on before because our attention was on a broken content strategy that didn’t get us the results we wanted. Instead of devoting a whole month to the process, it’s opened up half the month for us to work on new content ideas and new audiences. We didn’t have that opportunity before.”

Not only is Fusionapps creating content more easily and more efficiently, their leads have already doubled.

“We’ve seen at least twice the number of web leads as a result of the content being produced. If we continue to follow the learnings from the workshop, we’ll continue to see increases in traffic and conversions.”

Fresh Organic Honeydew vs. the Girly Drink Mystique

I wrote this and published it on Foodthinkers.com. It picked up a bit of traction on Stumbleupon. 

Fresh Organic Honeydew vs. the Girly Drink Mystique

Most of the time, bright-colored, sweet liqueurs are co-opted into so-called girly drinks. Cosmos, Fuzzy Navels, Sexes-on-the-Beach, Alcopops, Appletinis … you get the picture. Unless you’re going for a feminine vibe, it’s hard to get away with drinking girly drinks.

But can these often tasty liqueurs escape this narrow typecasting? Can even the neon-colored Midori be imbibed in a gender-neutral, if not downright manly, fashion? This may be controversial, but the answer is yes.

GET FRESH

The solution? Focus on freshness. Nobody in their right mind is going to turn down a drink that is organic and uber-fresh. Because when you’re dealing with the fruits of the earth, we all have a primal connection to that.

GO GREEN

The honeydew is a great place to start experimenting along these lines. It has a sweet — but not too sweet — flavor and it has brilliant color. Find the ripest, freshest melon you can get your hands on. If you’re entertaining, cut the melon up in front of your guests. Let them taste a slice. Let them enter the full experience of preparing and making the cocktail.

So many mixed drinks are full of so many different ingredients that people have no connection. Connect yourself and your guests to the ingredients and you will have a richer hospitality experience. Since the Honeydew Dream recipe uses a juicer, you’re going to be making a lot of noise.

Embrace the noise and bring your guests into the kitchen as you juice. What could be more gratifying than big loud power tools that yield a delicately flavored, sweet cocktail?

HONEYDEW DREAM

  • 1 organic honeydew melon
  • 3 tablespoons Midori liqueur
  • 2 cups soda water
  • 1 cup crushed ice
  1. Processs honeydew through juicer.
  2. Stir in liqueur and soda water.
  3. Scoop ice into 4 tall glasses, pour in melon mixture, mix well to combine.

Serve immediately. For real style points, serve it up in nice tall glasses to highlight the color and body of your handiwork.


Here is the dessert course of a series of videos I conceived, wrote and produced for Scanpan USA. I also found and retained the services of the talent. 

This is an email I wrote for Breville’s email list. 

This is one of a series of Q&A videos I wrote with Breville’s designers. I am also the interviewer. They are great guys.

This is a black and white print ad I wrote for the New York Food and Wine Festival program. The goal to filter the newly established brand messaging and voice through the cookie and Smart Oven lens. 

This is an email I wrote for Breville promoting a contest we conceived to leverage the Foodbuzz audience and drive subscriptions and awareness.

When I was working on Food Thinkers, I was able to build a strong, niche foodie following on Twitter. By interacting with the community and posting a good combination of original content and valuable links, I was able to foster positive organic growth. 

from Tippingpoint Labs

1. Understand: the web is not print

Writing for the web is different from writing for other media. Different types of sites have different types of goals. On an eCommerce…

I was the lead writer in putting together the static content for this blog. In this case, I read through and selected appropriate content.


from Tippingpoint Labs

The democratization of knowledge is a real phenomenon — thanks to the internet. Your company should be playing on this field in a big way. You should be mining your entire…

from Tippingpoint Labs — Ghostwritten for Brett Virmalo

It seems like every time I meet with an agency, they bring along their social media experts. I’m not exactly sure what makes someone a…

Homepage sidekick

Short interactive banner copy.


from Tippingpoint Labs by Brett Virmalo

We’re big fans of the free monthly reports from Trendwatching.com and enjoyed their April report on “Sellsumers.” Here’s their report…

Audio

Sets

Words and Music by Josh Cole and Amy Clay. Copyright 2010
3 tracks (11:55)
  • The Fool Saints - Find a Dark Place DEMO
    43 plays
  • The Fool Saints - Please Come Home
    27 plays
  • The Fool Saints - Wake Me Up
    21 plays
Copyright 2010 Joshua Alexander Cole
7 tracks (30:16)
  • Women & Dreams
    75 plays
  • Water it Down
    42 plays
  • Let It Go
    44 plays
  • Here's The Pillow, There's The Light Switch
    24 plays
  • She...
    20 plays
  • The Space Betwixt Us
    19 plays
  • Angel, Don't Go
    19 plays

Tracks

  • I Want You
    18 plays
  • The Fool Saints - Find a Dark Place DEMO
    43 plays
  • The Fool Saints - Please Come Home
    27 plays
  • The Fool Saints - Wake Me Up
    21 plays
  • The Fool Saints - Please Come Home
    3 plays
  • Water it Down
    42 plays
  • Let It Go
    44 plays
  • Here's The Pillow, There's The Light Switch
    24 plays
  • Women & Dreams
    75 plays
  • The Fool Saints - Wake Me Up
    21 plays
  • The Fool Saints - Find a Dark Place DEMO
    2 plays
  • She...
    20 plays
  • Angel, Don't Go
    19 plays
  • The Space Betwixt Us
    19 plays

Favorites

Tracks

  • Of The Month Clubs
    14 plays
  • Winter Amusements
    5 plays
  • Supper Club Podcast: Italian Feast With A Razor, A Shiny Knife
    135 plays

Posts

December 21, 02:13 PM

Chef Hedy Goldsmith creates an exquisite Italian-style crostata with peach blueberry frangipane filling.

December 15, 06:36 AM

Prepared with the Breville bread maker, the Custom Loaf BBM800XL

December 15, 06:01 AM

Préparé avec la machine à pain de Breville, Le Custom Loaf BBM800XL

December 14, 04:47 PM

Préparé avec le Personal Pie BPI640XL

December 14, 04:31 PM

Prepared with the Personal Pie BPI640XL

December 13, 05:03 PM

Préparé avec le Smart Oven BOV800XL

December 13, 04:53 PM

Prepared with the Smart Oven BOV800XL

December 12, 05:15 PM

Préparé avec Théière Électrique BTM800XL

December 12, 05:09 PM

Prepared with the Tea Maker BTM800XL

December 11, 05:30 PM

Préparé avec le Panini Grill BGR200XL

December 11, 05:20 PM

Prepared with the Breville Panini Grill BGR200XL

December 10, 05:41 PM

Préparé avec le Milk Cafe BMF600XL

December 10, 05:35 PM

Prepared with the Milk Cafe BMF600XL

December 09, 05:58 PM

Préparé avec le Mélangeur ikon Hemisphere avec écran ACL BBL600XL

December 09, 05:45 PM

Prepared with the ikon Hemisphere LCD Blender BBL600XL

December 08, 06:06 PM

Préparé avec le Juice Fountain Plus JE98XL

December 08, 06:02 PM

Prepared with the Juice Fountain Plus JE98XL

December 07, 06:14 PM

Préparé avec le Machine à Espresso Barista Express BES860XL

December 07, 06:09 PM

Prepared with the Barista Express BES860XL

December 06, 06:20 PM

Préparé avec le Smart Oven BOV800XL

December 06, 06:17 PM

Prepared with the Smart Oven BOV800XL

December 06, 11:00 AM

Reader recipe provided by Justine Cooper, BC, Canada. “Full of fibrous vegetables, this recipe keeps me feeling full but never fat.”

June 02, 10:20 AM

Chef Jamie Bissonnette makes New York Strip Steak with asparagus a la plancha, pickled ramps, cauliflower a la grecque, and sweet cicely on the Smart Grill by Breville.

May 31, 12:44 PM

James Beard award winning chef Chris Schlesinger of the East Coast Grill makes his Latin Spice Crusted Mahi Mahi with grilled avocado and pineapple salsa on the Smart Grill by Breville.

May 17, 11:59 AM

Chef Patricia Yeo shares her signature stir fry recipe using the Hot Wok by Breville.

April 25, 05:26 PM

See the Breville Deep Fryer in action with asparagus, sweet potato, and calamari tempura.

April 15, 05:04 PM

Watch Breville’s Adèle Schober make Thai Steamed Mussels in the Hot Wok™.

April 11, 09:35 AM

Check out this refreshing treat.

April 01, 05:05 PM

With coconut milk and lime zest you can't go wrong.

March 29, 10:27 AM

Barista Jessica Kelly shows how to make her favorite Irish Coffee recipe with the Barista Express by Breville.

March 21, 10:04 AM

Champion barista Heather Perry shows how to make a iced Vanilla Delight.

March 11, 05:23 PM

Barista Jessica Kelly shows how to make a cappuccino with half and half.

March 04, 03:45 PM

Barista Jessica Kelly shows how.

February 25, 04:07 PM

Champion barista Heather Perry shows how to make a perfect espresso with the Breville Die-Cast Programmable Espresso Machine.

February 18, 05:14 PM

Barista Jessica Kelly shakes up an Espresso Martini using the Barista Express.

February 11, 04:31 PM

Champion barista Heather Perry shows how to make an Irish Coffee

February 04, 05:23 PM

Breville's Adèle Shober juices up a storm in the Breville Juice Fountain Plus with mango, kiwi, pineapple, and mint.

January 28, 05:15 PM

Juice the Greenslinger, a juicing recipe with kiwi, Granny Smith Apples, and cucumber.

January 21, 01:56 PM

Enjoy your Breville juicer with the delicious Cotton Candy, a juicing recipe with blueberries, grapefruit, and guava.

January 14, 12:44 PM

Enjoy your Breville juicer with the delicious Carotene Zing.

November 08, 06:41 PM

Breville's Adele Schober shares a simple recipe for Margherita Pizza using the Breville Smart Oven.

June 29, 09:00 AM

Modern consumers have an unprecedented abundance of superb tea available to them. Once the true taste and energy of tea is revealed through better brewing, I believe tea will enjoy a renaissance period like wine and coffee.

June 25, 11:00 AM

Food Thinkers offers up this very grown-up approach to the Midori Sour, using fresh pineapple and lemon juices from your juicer ... entirely avoiding any extra sugar and relying instead on the Midori itself to sweeten the deal.

June 21, 08:00 AM

Using the pulp from my juicer ensures that I get all the nutrients from my produce. And the juicer does most of the chopping and mincing work for me, so the pulp is more or less ready to toss into a recipe, as is. Put that in your pepper.

June 18, 03:00 PM

The rich, herby flavors of this adaptation of the classic Oysters Rockefeller are set off perfectly by the grassy notes of UFO Pale Ale. Thanks to the recipe's simple directions, you needn't wait for your next restaurant date — enjoy a little luxe at home.

June 16, 09:00 AM

Baklava’s origin is impossible to pin down, so ingredients and recipes vary. Almost any nut, from almonds to walnuts, pistachio to pecans, can be used. This exotic treat is equally fantastic for entertaining a group, or for a special night at home.

June 11, 08:00 AM

If you have any lingering childhood memories of drinking hot chocolate outside on a chilly night, this is the minty adult version of your memory.

June 10, 08:00 AM

This Italian fish stew is warming in the winter, but it's a great summer dish when served with salad or fresh bread because it uses seasonal seafood, shellfish, and produce. Use your slow cooker to keep the heat in your pot and out of your kitchen.

June 09, 01:00 PM

Do you always end up with too much produce in your garden? This recipe gives you two great ways to use it all up.

June 08, 03:00 PM

We think even simple bread pudding is delicious, but one with chocolate and coconut is even more exciting. The best feature of this recipe (other than you can whip it up on a weeknight) is that it doesn't make a huge batch, so it's a perfect dessert for four diners, acceptable for two ... or pretty fantastic for one.

June 07, 11:00 AM

Feelin' droopy lately? Does the threat of summer heat zap you before it starts? Wheatgrass is a natural energizer that when added to your juice will turn it into a natural pick-me-up. This recipe shows a secret for taking the mess out of making it, and gives a great-tasting juice to add it to.

June 04, 12:00 PM

Mint juleps may remind you of horses and big hats, silver cups and Southern drawls. But this recipe adds the surprising ingredient of fresh peach juice to the mix, making this famous Southern specialty perfect for summertime sipping no matter where you call home.

June 03, 08:00 AM

Adults know that juicing is a super way to sneak more produce into their diets, but how do you get kids in a juicing mood? With Martian Juice, of course! Today, Food Thinkers shows how this unlikely pear-radish-celery combo is bound to entice your adventuresome child, transporting them to other-worldly tastiness.

June 01, 08:00 AM

Tired of toast? Need a quickie brunch recipe? Legend says bannock and scones come from the land where kings were crowned, but for us commoners they fill a need for sweet and cakey at breakfast, are a great bread replacement in lunch sandwiches, and up the ante of your dinnertime salads, soups, and stews. Here's to this lemony recipe becoming a part of your quick-baking repertoire.

May 28, 10:00 AM

The piña colada is a great way to experiment with the simplicity of adding fresh juice to your adult beverage repertoire because it only requires juicing one ingredient: a pineapple.

May 27, 01:00 PM

The Franzbrötchen is the German cousin of the French croissant -- flaky, buttery layers of pastry are rolled up with cinnamon and sugar, then flattened and baked until golden.

May 26, 05:00 PM

If you’ve eaten pizza made by anyone’s hand other than your favorite pie maker’s you know that the homemade kind is incomparable to nearly everything else: the crust is more crackly and yeasty; the toppings seem to taste fresher (even if they really aren’t); and its imperfect, lack-of-roundness makes it all the more appetizing.

May 25, 08:00 AM

Rishi Tea partners with Jane Goodall's Roots & Shoots program and introduces their new Masala Chai. A perfect fit -- Fair Trade tea helping support a global, environmental, and humanitarian youth program.

May 24, 02:00 PM

Try adding some echinacea to your juice at the first sign of a cold -- even in warmer weather.

May 20, 08:00 AM

Get to know the plantain. A staple in many tropical regions, this larger, starchier cousin of the banana makes a great side dish or snack. Here we pan-fry ripe plantain slices with a little bit of spice to show off their sweetness.

May 18, 04:00 PM

Hearty grilled polenta cakes topped with spicy tomato salsa and sour cream make a truly crowd-pleasing appetizer -- includes a delicious wine pairing.

May 17, 10:00 AM

Everything left over from making blueberry, cucumber, and papaya juice is put to use in this tender, moist chocolate cake. Pulp from the blueberries and cucumber replaces some of the oil in the cake recipe, and papaya pulp filling sets off the rich chocolate perfectly.

May 14, 08:00 AM

The crisp, summery flavor of ceviche made with fresh local fish is enhanced with a hint of raspberry. A fruity lambic like Lindenmans Framboise makes a perfect pairing.

May 11, 08:00 AM

Cream puffs are a simple but decadent dessert that you can make at home for a little taste of luxury. Chantilly cream is nestled between rounds of flaky pâte à choux for a lovely balance of light pastry and soft, sweet cream.

May 10, 08:00 AM

In this eBook, locavore chef James Stolich travels to Spain to unveil the secrets of the Tortilla de Patatas.

May 06, 09:40 AM

Short ribs marinated in red wine and herbs shine after slow cooking all day. Make enough for leftovers -- they're perfect for topping pasta or adding to lasagna.

May 05, 10:00 AM

You don't need to break the bank to get professional-looking shots of your food -- here are a few easy lighting tips to turn your kitchen into your own food photography studio.

April 29, 02:45 PM

In this recipe, leg of lamb is marinated in Dijon mustard, garlic, and fresh herbs and then roasted in a convection oven for a perfectly browned crust.

April 27, 12:30 PM

Get to know one of the stars of this spring's tea harvest -- Lu Zhen or Green Needles. A brisk green tea that's virtually unknown outside of China.

April 23, 12:00 PM

Beets have a bad rap. They are mostly known for turning everything a deep red color, but they're really so much more. They have a wonderful earthiness and maintain a unique flavor all their own. In this simple salad, we go light on the dressing and allow the ingredients to shine.

April 20, 04:00 PM

Grilled chicken gets a flavor update with a bright citrus marinade and cool, creamy tzatziki sauce. Best of all, it's on a skewer -- who doesn't like meat on a stick?

April 19, 11:00 AM

A healthy alternative to sugary soft drinks.

April 15, 12:00 PM

If you keep your pantry stocked with staples, it's a cinch to put this together in about 30 minutes and let it simmer all day.

April 12, 07:13 AM

You've heard of Soup and Salad. But today -- Juice and Salad.

April 08, 09:48 AM

Mochi is a Japanese rice cake made from a sticky sweet rice, that has been cooked then pounded together. It's a traditional food at Japanese New Year but is enjoyed all year as a snack or added to soups.

April 07, 08:00 AM

Pair these delicious football apps with a fun throwback choice of session beer, and another American classic. Sure, it’s now a favorite of the hipster set, but an icy cold Pabst Blue Ribbon is a great way to quench the fire of the spicy wings.

April 05, 04:00 PM

Mixing just one tablespoon of chia seeds into your juice will turn a healthy juice into a superfood powerhouse brimming with health benefits.

April 02, 08:00 AM

Sometimes you just don't need the caffeine, but you still want something nice and warm.

March 31, 07:00 AM

There is no other dish that San Diegans would pride themselves on more than the perfect fish taco. Our city is well known for its laid-back surfer dude attitude, and the fish taco is a perfect complement to that lifestyle.

March 29, 01:26 PM

Enjoy this tropical delight at home.

March 27, 04:18 PM

The first question that most people ask is, "What kind of camera should I buy?" My usual answer is that cameras are just tools, and you can take great photographs with just about anything.

March 23, 03:29 PM

Baked stuffed dates are edible jewels. They’re crispy-bacon-coated, tender mouthfuls of salty-sweet, savory treats. The dates are like smooth caramels, and the surprise cheese filling is the "oh-yeah" factor. I like to make a platter full, set them on the counter, and let my guests help themselves. They’re not shy.

March 22, 02:20 PM

Greens Galore can contain any kind of green leafy vegetable. Some are more nutrient dense, while others taste better. But by combining very important, nutrient-dense foods in one juice, you can get the best of both worlds while doing your body a galore of goodness.

March 17, 09:24 AM

This soup-and-sandwich combo is easy to create. Older kids can come home from school to warm the soup and grill the sandwich for a delicious, satisfying meal.

March 16, 09:06 AM

With spring right around the corner, this poached pear and brown butter tart pays due reverence to one of winter’s sweetest fruits just before it goes out of season.

March 13, 10:18 AM

The Bloody Mary is a go-to brunch classic. But can you improve on a classic?

March 11, 11:00 AM

Homemade versions of store-bought products always taste so much better to me. Baba Ganoush is a famous Middle Eastern dip made with eggplant. It's something I had wanted to make for a while. Baba Ganoush is a fun recipe to make with kids, and it can be eaten with almost anything -- stalks of celery, carrot sticks, pita bread -- the list is endless.

March 10, 09:13 AM

Guinness’ famous, rich flavor pairs well with so many foods, but a perfect specialty for St. Patrick’s Day has to involve Irish “bangers” -- what we Yanks call sausage. Their meaty, deep flavor complements a pint of Guinness like nothing else, especially with a sweet and tangy dipping sauce.

March 08, 02:00 PM

Unfortunately, it's that time of the year when many of us don't get enough sunshine! This bright and cheerful juice is a favorite of mine during the cold and gray winter months.

March 02, 06:00 AM

Tae Guan Yin is one of the oldest oolong tea bush varietals. It’s also an heirloom of the tea generations and is highly regarded as a profound oolong. My affection for this treasure of a tea and my last trip to Taiwan to make Tae Guan Yin for Rishi Tea have inspired me to help those in Haiti.

March 01, 02:28 PM

Edible leftovers from juicing are incredibly versatile and can be added to dishes and baked goods for a boost in taste, moisture, and nutrition. But they can also be the main event of your meal. The kale juice will leave you with about 3 cups of pulp, which becomes the star filling in these enchiladas. The filling is a hearty potato-kale mash with walnuts thrown in for protein and texture.

February 25, 12:48 PM

Traditionally, stews were made in large heavy pots buried in the coals of a fireplace that cooked all day. Today, we have the luxury of using a slow cooker to braise our stews largely unattended.

February 24, 01:00 PM

Gourmet lasagna with all the bells and whistles -- cheese, meat, and flavor.

February 22, 11:36 AM

With seven days of nothing but fresh juice and water behind me, the next couple of days were a breeze. Don’t get me wrong, I still had cravings for actual food, but they were less frequent and easier to manage.

February 19, 02:43 PM

If you want to really rev up your mojito mojo, why not impress your guests with a real Asian pear twist on the classic Cuban cocktail.

February 18, 05:08 PM

Most popsicles really amount to 3 words: sugar, sugar, sugar. But at their core, popsicles are just frozen liquids that taste good. If you have a freezer, you can make better popsicles. And if you have a juicer, even better -- you can make pulp-sicles.

February 16, 07:00 AM

Soufflés, gratins, and terrines are ideal first-course appetizers that can set the tone for a unique evening. There is something special about offering your guests delicious food in individual ramekins or dishes. It’s like presenting a small gift to each of your friends.

February 15, 06:00 AM

I was never a big beet fan. However, when I started juicing, I decided to give beets another chance in my diet. I thought it might be a sneaky way to pack in this super food without noticing it too much.

February 13, 08:00 AM

There’s no overestimating the power of chocolate –– whether it’s a soothing remedy at the end of a long day or a festive celebration, it’s an indulgence universally acknowledged as euphorically delicious and nearly impossible to resist. And few could argue that one of its most significant roles comes around each February. Today's recipes play up chocolate’s fruity counterparts, while staying true to its extravagantly indulgent character.

February 12, 11:00 AM

I grew up in a lively neighborhood that was home to a significant Puerto Rican population. All of life’s occasions, from good grades to holidays to major milestones, were cause for celebration. And big celebrations almost always meant lechon asado, Puerto Rican style roast suckling pig.

February 11, 06:00 AM

This healthy Japanese treat is making waves on American shores. Break out your wok and get to know edamame!

February 10, 06:00 AM

These full-flavored espresso-marinated ribs call for a full-bodied beer to pair with. Fuller's ESB is up to the task.

February 09, 06:00 AM

Showing your affectionate side with coffee may be new to you. Wearing your heart in your mug is different than on your sleeve, and with Valentine's Day coming up ...

February 08, 11:00 AM

A sweet citrus treat that packs a powerful nutrient punch.

February 06, 12:22 PM

As I mentioned in my last eBook -- Praise the Lard -- there has never been a better time in recent years in the United States to source your own local ingredients and adopt a Mediterranean approach and lifestyle for shopping, cooking, and eating.

February 04, 06:00 AM

Since it is cold and flu season, your kids need all the help their little immune systems can get. Grapefruit, especially fresh, has loads of vitamin C.

February 03, 08:00 AM

Eating seasonally is key for flavor, and Winter is when Brussels sprouts shine. When I was growing up, the only time I ever heard of Brussels sprouts was in TV sitcoms, when the kids refused to eat it. Now that I've discovered them, I don't know what all the negative press was about.

February 02, 06:00 AM

I spend a great deal of my time in the sub-tropical heat of Southeast Asia. When I come back to my frozen homeland (Midwestern USA) at this time of year, I often find myself complaining, "It’s so cold and depressing. When is winter going to end?" When I feel that down and blasé mood creeping up on me, I call upon the uplifting powers of Gyokuro.

February 01, 06:00 AM

Pulp -- the leftover, fibrous, and very edible byproduct of juicing fruits and vegetables -- can be used in all sorts of breads as well as casseroles, sauces, and desserts. These little tea cakes have a delicious, spicy, ginger flavor and lots of fiber from the carrot and apple pulp.

January 29, 04:30 AM

Get inside an underground, intimate and festive dining experience in Brooklyn, NY.

January 28, 06:00 AM

Bottom line: Good barbecue doesn't have to be complicated. In fact, what gets lost in what we can call the commercialization of home barbecue is that the key ingredient is patience, not corn syrup.

January 27, 06:00 AM

Rich, dairy butter combine with fresh bay scallops for an indulgent, easy-to-prepare seafood meal right in the oven.

January 26, 06:00 AM

Served warm, this luscious dip features crab’s delicate yet distinctive flavor. And paired with a light Sauvignon Blanc, it makes a knockout first impression.

January 25, 06:00 AM

"After surviving the first three days, juicing had become a routine. ... Physical changes could be felt: clothes were fitting a bit looser, and there was no longer a lack of energy. I even felt good enough to go to the gym and work out."

January 22, 06:00 AM

Finish those winter meals off with the sweet notes of an espresso shot from Brazil. A single-origin Brazilian coffee tastes like no other -- full and sweet, with a richer, earthier taste than its neighboring Latin American coffees.

January 21, 06:00 AM

How are you preparing for Defender of the Motherland Day? Get a taste for the Russian culinary tradition by adding a little (or a lot) of dill to your diet.

January 19, 06:00 AM

Turning pizza into a dessert using deliciously sweet ingredients is a charming and surprisingly stylish way to treat yourself -- in more ways than one.

January 18, 07:00 AM

Breville Marketing Coordinator Luis Sanchez gives a behind-the-scenes look at his juice fast experience.

January 15, 07:00 AM

It's still a great time for fresh persimmons. You can really show your mixology swagger with this ingredient not often seen outside of Asian markets.

January 14, 06:00 AM

Fast-food snack wraps are popular but unhealthy. They're not snacks; they're meals. Give your kids a healthier, more nutrient dense snack: galettes.

January 13, 06:00 AM

Sweet or spicy alone can overwhelm, but they pair beautifully. Today Food Thinkers introduces the latest Dogfish Head Brewery and Sierra Nevada Brewing collaboration, Life & Limb, with a black bean and sweet potato soup.

January 12, 06:00 AM

Good baristas always practice their skills by experimenting with different homemade concoctions. At the shops I've worked at, we often made mystery drinks for each other after the morning rush. It's a fun game and we try to outdo each other with our creativity. One of my favorite creations came out of this ritual -- The Cookie Latte.

January 11, 06:05 AM

Bell peppers and broccoli, rich in anti-oxidants, give your body a boost in this delicious juice.

January 08, 06:00 PM

Read the new eBook from San Francisco Bay Area locavore chef James Stolich. An interview with Certified Humane small-scale pork producer Doug Stonebreaker.

January 07, 02:29 PM

We often set such lofty goals for ourselves that we either get frustrated or we rebound. On today's podcast, we take a look at making small incremental changes to make healthy weight easier to accomplish.

January 06, 06:00 AM

Forks and knives really have no place at a good tailgate. What you really need is meats on sticks. Enter a New York classic: the spiedie!

January 05, 06:00 AM

One popular winter tradition in many countries is to make hot mulled beverages to enjoy on cold nights, like Soo-Jung-Gua, a Korean Holiday drink with mulled ginger and cinnamon infused with persimmons.

January 04, 06:00 AM

When you're doing a lot of juicing for your health, you want to drink the most nutrient-dense juices you can. Supplementing the already high nutrition level of juice can help your body walk that extra mile towards health and wellness.

January 01, 06:00 AM

We're just coming into peak season for grapefruit in Arizona and California. From January to June, you can enjoy these fresh bittersweet citrus giants. For the Grapefruit Thai Warrior we are pitting two different types against each other in the battle to win over your palate.

December 31, 06:00 AM

Cincinnati-style chili is a unique regional dish that is best cooked slowly in a crock pot or slow cooker to maximize the sweet and spicy flavorings.

December 30, 06:00 AM

Childhood favorite macaroni & cheese has seen a resurgence in popularity in fine dining circles. This indulgent classic is getting a facelift.

December 29, 07:00 AM

Pairing Shrimp is easy. Pairing Shrimp with Thai sweet chili sauce and ginger is way more complicated. Wine does not go together naturally with sweet flavors unless it is dessert wine, so picking the right wine to go with this Hot Gingered Prawn recipe could be challenging.

December 28, 07:00 AM

Don't just put your pulp down the trash chute. Re-use it. Be creative and have fun and reduce your impact on the landfills all in one go.

December 24, 07:00 AM

This Americanized version of Italian Bruschetta is a Christmas crowd-pleaser.

December 23, 07:32 AM

North Carolina’s country hams are the stuff of local legend with a down-home, mouthwatering flavor that’s delicious morning, noon, or night. "Our fully cooked, boneless, salt- and sugar-cured country ham is ready to serve, so just slice and bring on the biscuits!" A delicious panini is a great way to enjoy it.

December 22, 07:00 AM

These cookies are a chocolaty step up on a traditional favorite that perfectly pairs with any comfort food. Infused with melted chocolate and generously heaped with two kinds of chocolate chips, these cookies will satisfy the chocolate lover in anyone.

December 21, 05:08 AM

Natural holiday cheer is known to be effective against Seasonal Affective Disorder, frowns, isolation, and, when combined with citrus, scurvy. The Holiday Sparkle is an easy, non-alcoholic drink to serve to party guests ... especially kids.

December 17, 10:31 AM

One of the best holiday gifts that nature and botany give us is the sweet lil' Clementine. The White Elephantine Cocktail highlights the Clementine's idiosyncratic taste with a broad base of sweet autumnal fruit. A dry Prosecco provides a pachydermic punch of bubbly fantasy.

December 16, 06:00 AM

Sell the kids on this healthy vegetable snack by stressing its "dip-ability."

December 16, 06:00 AM

Raw forms of Omega-3 are the most pure and beneficial. They have anti-inflammatory properties healthy for the heart and gastrointestinal tract, among other things. Since flaxseed oil is good for your GI health, today we're adding it to a juice that is not only tasty but also friendly to your digestive tract -- the Tummy Tuner.

December 15, 06:00 AM

Ribs and beer go together like salt and pepper, Martin and Lewis, football and Sunday. They're both OK on their own. But put them together and it's magical.

December 14, 06:00 AM

Employing latte art (or sometimes called coffee art) is a pretty cool way to top off your cappuccino. Experienced baristas can make some incredible designs just by pouring steamed milk into a shot of espresso and manipulating their pour in specific ways. It's a little tricky but it can be learned, and it's a great way to impress your guests.

December 11, 06:00 AM

So many mixed drinks are full of so many different ingredients that people have no connection. When you use organic, uber-fresh fruit, you connect yourself and your guests to the ingredients and create a richer hospitality experience.

December 10, 06:00 AM

Apple juice is used to over-sweeten commercial fruit juices. This recipe lets the natural tartness of berries shine through, without losing any nutrients.

December 09, 07:00 AM

High in calcium, iron, vitamin A, manganese, and chlorophyll, it's a potent green friend. Kale is also an extremely hearty crop that is even being grown throughout the winter on many local farms. Fresh, local superfood you can get all winter long? Can't go wrong.

December 08, 06:00 AM

Rhode Island Clam Chowder is a most curious cultural oddity. Neither white, nor red, it favors clear broth and a strong clam taste.

December 07, 07:00 AM

There are many factors that determine the quality of different types of tea. Soil conditions, climate, and harvesting all play a role in the ultimate taste of your brew. However, it's the manufacturing process -- particularly how tea leaves are fermented -- that defines whether a tea becomes green, white, oolong, or black.

December 03, 06:00 AM

Spice up that annual turkey soup ... literally. Curry and cauliflower make this turkey soup an exotic change from the same-old.

December 02, 07:00 AM

Why toss all those remaining antioxidants and vitamins away when you can use them? Get the most bang out of that expensive organic produce.

December 01, 05:00 AM

Ribs don't have to be diet unfriendly. A little prep and choosing the right sauce will save you a lot of calories with this indulgent treat.

November 30, 08:10 AM

Choosing the right wine would be easy if you were pairing it with octopus in its basic form like sushi or a sashimi. But when your recipe includes flavors of chili and lime, it's a little more difficult to pick that perfect bottle of vino. Chose something to compliment the spiciness of the chili.

November 25, 06:00 AM

This Froojie is a great non-fat, non-dairy addition to your menu. With raspberry, apple, banana and mint, it makes a great non-alcoholic drink for conversing or as a palette cleanser between courses. If you're really counting calories, it makes a great alternative to pie.

November 24, 07:00 AM

Sierra Nevada Pale Ale is the flagship brew from Sierra Nevada Brewing Co. in Chico, California. This American-style ale is deep in color. Its taste has distinct hints of lemon and orange, but it's most notable for a distinct bitter finish that pairs perfectly with Lemon & Honey Chicken Skewers.

November 23, 07:00 AM

Phyllo is a thin pastry sheet featured in many Greek and Mediterranean dishes like baklava and apple strudel. It's flaky and lighter than dough. This delicious Banana Phyllo is a great way to cap off any meal.

November 20, 07:00 AM

Make a difference in your friends' and family's and farmers' lives by using a local pumpkin for your seasonal pie.

November 19, 06:00 AM

Today's journey in the International Aisle leads us into the Indian section. Ahh, smell the curry. Garam Masala is the star ingredient of our Tandoori Chicken. It's a versatile mixture that you can easily make at home with spices you probably already have in your kitchen.

November 18, 07:00 AM

You know that juicing is a fantastic way to absorb nutrients quickly to help your body function better. You also know that a healthy dose of probiotics helps your digestive and immune systems. Combining the two is a flavorful way to stay healthy.

November 17, 06:00 AM

Ribs are great. Wings are great. In fact, expect plenty of exciting recipes and suggestions about them here in the future. But they do have one significant drawback when you're consuming them ... two hands are necessary. This Mediterranean Sandwich brings less mess, more freedom, and a delicious addition to your next tailgate.

November 16, 06:00 AM

Most people already know that the fresher the grind, the better tasting your coffee will be. So you should always grind your beans fresh right before you brew your coffee. That's basic, but there's more to it.

November 13, 06:00 AM

Instead of a well-behaved juice, you get a frothy, sensual experience. A cold, frothy orange juice mixed half and half with a chilled, dry sparkling wine gives you a mimosa teeming with activity.

November 12, 11:00 AM

Dig deep -- really deep -- into the back of your freezer. I'm guessing you might find an old forgotten package of bagels. Break them out. We're going to make a simple, healthy snacking alternative to potato chips.

November 10, 07:00 AM

With a taste somewhere between a Bloody Mary and going out for Mexican, the Salsa Spin is not only healthy, it is also a great introduction to the joys of juicing.

November 10, 06:00 AM

Traditionally, this recipe would likely be made with goat's meat. Try substituting the goat with lamb.

November 09, 07:00 AM

Earl Grey is consumed across the world but still finds its biggest audience in England. The bergamot used to complete the tea is grown in Italy.

November 06, 06:00 AM

This Sunshine Punch works its way up the latitudes to bring a delicious combination of sour and sweet.

November 05, 07:00 AM

Here's a recipe for an old family classic with a few healthy twists. Because the chicken is baked, not fried, it's a lot safer for letting the kids get involved.

November 04, 06:00 AM

There has been a lot of controversy about high fructose corn syrup (HFCS) in the news and online lately, particularly about its relationship to obesity, diabetes, and the food chain in general. It's hard to know what to believe. Unless you are a very objective epidemiologist, these studies and their findings are probably Greek to you. Whenever there is a nutritional scapegoat or savior, it is very difficult to sort the proverbial wheat from the chaff.

November 03, 12:11 PM

Today marks the 149th running of The Melbourne Cup. The Cup, is a thoroughbred horse race run in Melbourne, Australia, every year on the first Tuesday in November. We've got the perfect burger to celebrate, Australian style.

November 02, 06:00 AM

Very similar to the carrot in appearance and texture, parsnips have a much stronger, nutty flavor that is quite unique. This intense flavor, usually mellowed by cooking, makes juicing parsnips an adventure.

October 29, 01:13 PM

As Halloween rolls around, you may be thinking jack-o'-lanterns. Pumpkin seeds are a great snack, and you can fill your kids up a little before they devour all that candy.

October 21, 08:00 AM

Did you know a kiwi fruit has twice the vitamin C of an orange? It’s a perfect food to give your immune system an extra boost.

October 19, 09:46 AM

World champion barista Heather Perry shows you how to make one of her favorite drinks of all time, The Naked Lemon.

October 14, 10:40 AM

Breville's Adèle Schober combines pineapple, passion fruit, lemon, sugar, and honey to make The Pineapple Crush.

October 13, 08:00 AM

You've probably heard the term 'empty calories' -- when you are consuming calories with no nutritional value. Often people use the term when talking about iceberg lettuce or beer or cookies. There's an important technical term in the science of nutrition that better explains this concept and how it affects your body: nutrient density.

October 12, 01:31 PM

Now, you could head out to your favorite local smoothie shop and pay $4-5 for a smoothie or you could break out that blender for a healthy, cheaper, and quicker alternative.

October 12, 08:00 AM

Strawberries make a sweet breakfast smoothie, but any frozen or fresh fruit will do.

October 09, 08:00 AM

If your only experience with calamari are those little fried rings, you're missing out on a hearty seafood.

October 09, 08:00 AM

Fried calamari has become a staple on appetizer menus across the US. If your only experience with calamari are those little fried rings, you're missing out on a hearty seafood with plenty of possibilities outside of that deep fryer.

October 08, 10:47 AM

Breville's Adèle Schober mixes up the Apricot Berry Smoothie.

October 07, 08:00 AM

Fresh cucumbers are a mellow, smooth tube of refreshment just waiting to be juiced.

October 06, 08:00 AM

Breville's Adèle Schober shows you how to make the Papaya Banana Smoothie.

October 06, 08:00 AM

When you think of nutrition, vitamins and other nutrients invariably come to mind. But not all vitamins that your body needs come from food. Technically, not all vitamins your body needs are even vitamins. Vitamin D fits both bills.

October 05, 10:21 AM

A healthy, tropical delight -- with a touch of fiber.

October 02, 10:43 AM

Shark isn't terribly common in modern American cuisine. However, it's much more common in Australia, where it can often be found fried up for fish & chips. On the dinner plate it is often called flake, and of course, I had to try it.

September 30, 05:36 PM

Get in touch with your timeless, common humanity by going apple-picking. Take a bite of the first-fruits of civilization.

September 30, 10:05 AM

Passion fruit, pineapple, lemon -- the perfect complement to shrimp or scallops.

September 30, 08:00 AM

A delightful juicing standard. Great for any time of day.

September 30, 07:00 AM

The perfect light and refreshing iced espresso drink for a hot summer day.

September 29, 08:00 AM

With natural sugar fructose and no preservatives, fruit makes the ultimate healthy sweet snack for kids and adults. The sweetness comes packaged together with vitamins, minerals and antioxidants -- as nature intended.

September 28, 10:40 AM

World champion barista Heather Perry shows you how to make the Iced Americana, a great alternative to traditional iced coffee.

September 28, 10:39 AM

An Iced Americana is a great alternative to traditional iced coffee.

September 25, 01:44 PM

The Mediterranean olive bar. They go well beyond just olives. They include fresh cheeses, mushrooms, marinated vegetables, and more. And on this sandwich, just about anything is going to be delicious.

September 25, 08:00 AM

When you select ingredients at a Mediterranean olive bar, just about anything is going to be delicious.

September 24, 08:00 AM

Crepes are a simple, versatile dessert you can make with your fruit of choice.

September 24, 08:00 AM

Originating in China, this dish has made its way into cuisines around the world, including the US, the UK, and even West African nations and the Caribbean.

September 24, 08:00 AM

The wok is a very versatile kitchen pan, capable of preparing dishes for every occasion and every meal, even dessert. Here's a three-course meal that combines some Southeast Asian staples with a colonial touch at the end.

September 24, 08:00 AM

This Vietnamese staple is highly fragrant and a touch spicy.

September 24, 07:00 AM

Sweet and tangy berry smoothie. Great source of vitamin C. Serves 4.

September 23, 08:00 AM

This is a brilliant and refreshing beverage. An instant favorite to impress friends and family.

September 22, 08:00 AM

Eating lots of fruits and vegetables helps keep weight down (they’re fat-free), stimulates digestion, keeps you regular and protects eyes from diseases.

September 21, 10:58 AM

Award-winning Barista Heather Perry shows you how to make one of her all-time favorites.

September 21, 10:33 AM

A sweet, chocolaty blended espresso drink. Indulge yourself a little.

September 18, 08:00 AM

If you'd like to add a touch of Aussie to your backyard barbecue (and you've still got the grill out there), here's a simple, fresh marinade that you can use for steak, chicken, or whatever strikes you.

September 18, 08:00 AM

A simple, fresh marinade that you can use for steak, chicken, or whatever strikes you.

September 17, 08:00 AM

My Grandpa Tony was a larger-than-life character. No one has ever been able to replicate his mushrooms. But these are darned good.

September 17, 08:00 AM

My Grandpa Tony made the stuffing with crabs he caught himself trolling around Long Island Sound in his boat, Cara Mia II.

September 17, 08:00 AM

This seafood appetizer is a great kickoff to a big family meal.

September 16, 10:45 AM

The distinct and aromatic flavor of pear is wonderfully offset by a spicy ginger bite.

September 16, 08:00 AM

Breville's Adèle Schober combines whole pears and some ginger to make Gingey Juice.

September 15, 08:00 AM

Antioxidants act as the body’s defense network. We need to top them up every day.

September 14, 10:59 AM

Textured, frothy milk gently poured over a double-packed single shot of espresso.

September 14, 10:44 AM

World champion barista, Heather Perry, shows you the secrets of making the perfect cappuccino.

September 11, 08:00 AM

What's great about a mango salsa is that it runs a gamut of flavors and is totally versatile. It's great as a cold appetizer or to flavor a poultry or seafood entree.

September 11, 08:00 AM

Mangoes never go out of season and are high in fiber. This salsa is a fresh start to any meal.

September 10, 08:00 AM

After a long day at the office, when you'd just as soon not make a complete mess of the kitchen, here's an easy way to spruce up a store-bought meatball sub.

September 10, 08:00 AM

Shortcut to a long day's delicious dinner -- mozzarella and meatballs, po' boy and Parmesan -- toast to taste.

September 09, 08:00 AM

Experience the often hidden sweetness of the tomato with a sweet and savory supporting cast.

September 09, 08:00 AM

Tomatoes add a lot of flavor and liquid to your juice. That is why they are a staple ingredient in many popular juicing recipes. Here's three tips for acquiring delicious, juiceable tomatoes and a great recipe to try with them.

September 08, 08:00 AM

Water is one of the building blocks of life. You need to drink the equivalent of at least eight 8-ounce glasses of water a day.

September 07, 08:00 AM

Mildly sweet and tangy all-fruit smoothie.

Posts

January 26, 09:00 AM

King Arthur Flour and Google Campaign

Google worked with their agency GOOD/CORPS to create a series of videos that promote small business. Not unlike the American Express Plum campaign, the idea is to showcase how Google properties enhance a small business and allow it to contribute to the economy.

The challenge, and where the campaign seemingly differs from the American Express campaign and specifically the one with Pink Berry, is do all the partners in the campaign stand united? Their desires and goals seem disparate.

GOOD/CORPS:  We want to highlight how Google helps the economy

GOOD/CORPS aims to “Help Brands Align Their Business Strategy With Positive Social Impact and has worked with Toyota Prius and Starbucks toward this goal. Many agencies are trying to determine the right ways to help brands reach their audience, create community, build social impact, and profit from that engagement. It’s yet to be seen if any agency can concurrently accomplish all these lofty goals.

The campaign goal was to share how Google has helped propel small businesses to succeed which in turn is helping the economy. A great story and certainly you can see how Google helped King Arthur Flour, but I am not sure I see the larger economic impact here. If that’s the story, it was lost on me in the videos.

King Arthur Flour: We want to show how we connect through baking

The Google King Arthur content is beautifully shot and I love the story of this 220-year-old startup. In areas, the video fuzes Google properties with the story well and in other areas it seems a bit heavy-handed. The Google graphics work well when King Arthur Flour employees on screen are talking about what is being shown, like connecting with customers, or when showing an image search, but feel out of place when a Google image of a lava cake recipe is juxtaposed against an employee talking about building websites.

Connecting baking and people is a great message and Google helps King Arthur Flour do that through search, analytics, and adwords, but it’s not that unique to King Arthur Flour. What business have those tools not helped? How did Google help where Bing or Crazy Egg couldn’t? This is where the content would come together better – how was the unique value of King Arthur Flour enhanced by the unique value of Google?

Unruly Media: We want eyeballs, at any expense

Unruly Media is the company charged with promoting the videos online and there is controversy about their approach. Apparently Unruly Media paid bloggers to embed and promote the video on their platforms. There are so many authentic ways to distribute content, even through paid advertising, that would authentically connect the audience with the brands featured in order to build loyalty and drive revenue.

If the goal was about supporting small business, did Unruly reach out to the SBA to see if they would want to use this video series as a way to promote and encourage entrepreneurship? And what about running the series on the Technology section of Entrepreneur.com with a corresponding blog post written once a month by Google about how their tools promote small business growth. It seems a hollow approach to simply depend on bloggers to promote the series, even if done without financial incentive. If Google supports small business – support it with local events, content where small business owners research, and partnerships with organizations that support small business – in an authentic manner.

Maybe the formula, or in this case, the recipe for success with many partners is still unknown. However, Unruly Media did something right, as just 2 days after the Google promotional plan flub, Unruly Media received $25M in funding.

See the Google and King Arthur Flour video here:

Click here to view the embedded video.

January 24, 12:41 PM

Thanks to the efforts of internet-based companies to get the word out, last week both SOPA and PIPA were stalled in Congress. But the attempts to limit internet freedoms aren’t going to go away.

The implications of this type of legislation go far beyond a battle between Google and  Time-Warner. They are an all out attack on your marketing plan and your most powerful communications tools. The old guard don’t want to innovate. They would rather attack your ability to connect meaningfully with your audience.

The internet is in danger

As music industry pundit Bob Lefsetz brought to my attention in a recent newsletter, this legislation threatens the very fabric of the current and future media landscape. If you can, take 14 minutes and watch this TED video (if you can’t, just continue reading below):

The essence of what Clay says is that this legislation would put the burden of policing content and copyright on the sites that host and allow sharing. It would also create a situation where the presumption of innocence would be replaced by a presumption of guilt. This would, in effect, mean that at the very threat of copyright infringement, Google would have to make that content unavailable.

But online distribution and search platforms would also have to actively police their content or else be in collusion with the infringing parties. This might not sound like so bad of a thing, until you look at how companies are trying to protect copyrights now. They robotically send takedown notices whenever something close to their copyright is mentioned.

Think about the way the NFL says no accounts of their game are allowed in each broadcast. Your average  football discussion board, in this view, could be infringing on a game copyright. They could block that domain from search as well as hold Google responsible for helping you find a place to chat about your favorite team.

Shutting it down

This would make the cost of policing copyright so high online that search engines and social media sites would be prohibitively expensive to run in any way close to how things are run now.

In other words, big media companies are trying to get the media landscape to revert to the 1970s. Is that what your brand wants or needs?

A Huge World Of Opportunities

Right now online, every brand has an opportunity to be a publisher and a media company. You have direct access to your consumers. You can tell your authentic brand stories and share them with your customer base and they can share that information with their friends.

As challenging as it is to figure out how to do that from year to year, would you really want to give that power up?

If Google or Facebook are forced by SOPA-like legislation to be the internet copyright police, there is every chance that they’ll stop being in the business of helping your customers find your great content. Even if someone were to “infringe” in the comments of your blog, you could be in violation.

The internet is your friend

I like the internet. It helps us help your brand connect with consumers in deep and exciting ways. It is a wellspring of creativity that breaks down walls between brands and consumers and drives user-focused innovation. We need to find ways to work with user behavior, not try to paternalistically control it.

Don’t follow the old media conglomerates in their attempts to take away your power and your voice. They used to own the path to your consumer. Now you do. Don’t give it back to them by passively letting legislation like this sneak back into Congress (as it already is).

Speak up. Your voice and your dollars count just as much as theirs do.

January 19, 09:00 AM

Van Cleef & Arpels on Luxury Daily

Presented as an attempt to recreate the magic felt when falling in love, The Van Cleef & Arpels Love Stories campaign doesn’t evoke a modern day love affair feel. I am lost within it’s beautiful scapes and models but wonder what would make a young urban female (audience as defined for this campaign effort) to share the video with friends. By rethinking luxury marketing and opening up the campaign to a wider content creation and brand distribution approach, both Van Cleef & Arpels and Elle Magazine may have garnered a larger return.

Jewelry designer, Van Cleef and Arpels, partnered with Elle Magazine to create a 3-part video series, “Love Stories”. The video features VC&A jewelry worn by a model (Alyssa Miller) who meets, falls in love with, and becomes engaged to her dream guy. The content is distributed on Elle.com and through Elle’s Facebook channel, which combined garner an audience of 1MM and sharing is encouraged though a jewelry give-a-way.

I recently read Kayla Hutzler’s Luxury Daily article about Van Cleef & Arpels’ Love Story campaign with Elle Magazine and submitted an opinion piece to Luxury Daily, a rendition of which I include below.

 

Deliver authentic love stories to a ‘Romantech’ generation

Thousands of real love stories emerge every day that tell truth behind couples meeting, falling in love, and getting engaged. However, Van Cleef & Arpels decided to use models to depict love struck urbanites who meet in a completely unrelatable manner along New York’s East River accompanied by butterflies. Luxury brands do not strive for universality in storytelling and advertising, but if Van Cleef & Arpels is hoping for a socially relevant campaign, they need to re-think that practice.

NYGirlOfMyDreams

The norm for today’s young urban female, the target audience for the campaign, is to update their relationship status on facebook, say I love you or “143” on a text message, and blog about their relationships. They are not gushy romantics. They do, however, get caught up in real urban love stories like NYGirlofmyDreams. VC&A, find those stories and bring them to young “romantechs” in a more modern way by engaging with your built in audience and capitalizing on their love stories through user generated content that builds on the Love Stories 3-part series.

As an added benefit, when a consumer story is chosen to appear as part of the Love Story campaign by Van Cleef & Arpels, the consumer shares it. Their mother shares it. Their grandmother shares it. Their bridesmaids share it. Their friends share it. Each time a new user generated video is chosen, not only does Van Cleef & Arpels not have to pay for the content, but they also get a built-in distribution model that is self-perpetuating.

Authentic storytelling delivers a built-in audience. In fact, correctly executed, an authentic story builds a powerful social distribution channel.

More brands, more audience

What if Van Cleef & Arpels had partnered with other brands that share a desire to or already do attract a young, female, urban, romantic audience with disposable income? Young, urban, female audience- this sounds like a perfect opportunity for brands like MAC makeup or Guess. With 2.5MM and 1.6MM Facebook fans respectively, together they garner a larger audience than the Elle distribution method, their values align with  the goal of the campaign and they could have worked with Van Cleef & Arpels to create really authentic content that resonates with the audience they already have! And, “guess” who else Alyssa Miller works with? You Guessed it!

If Van Cleef & Arpels had approached these like-minded brands to participate in their Love Story campaign, outlining the benefit of the collective and aggregated audience reach through a concerted promotion strategy, they may have wanted to partner and Van Cleef & Arpels would have benefited from the campaign as well.

The partnership between Elle Magazine and Van Cleef & Arpels is good in many respects, but they missed an opportunity to authentically romance, engage, and woo their audience.

January 12, 09:00 AM

AV Club's One Track Mind

The traditional one advertiser, one media publisher relationship can hinder a campaign both from a content and distribution standpoint. Brands and publishers must think bigger about the content they create in a way that garners engagement, audience, and ultimately, results. Think about how ancillary campaign content created by the sponsoring brands as well as partnering with more than one advertiser, can drive interest and untapped eyeballs.

One Track Mind is a 10-part series, brought to you by Jameson, that pairs an A.V. Club writer with a songwriter they admire for a conversation focused on one specific song. The interview subjects also provide an intimate performance of that song. In addition to being hosted on the A.V. Club, selected episodes of the series will air on IFC over the next couple of months.

The sponsorship by Jameson is a good fit for both brands. Not only because whiskey is known to be a music muse, but also because the brand of Jameson is all about legends and spirit (in both senses) and history and storytelling. However, the relationship between A.V. Club and Jameson seems very traditional in an advertising sense. Jameson receives a quick promo at the start of the videos and their digital ads surround the page along with the “Brought to you by” logo placement.

Legendary content

Legends exist everywhere. Not just as rock stars or famous people. There are legends in all our lives. Jameson could create a campaign that allows visitors to their platforms to raise a glass to their personal legends. Users could write in a tell a story about their legend (or about meeting their idols), which Jameson reviews and curates and then posts. Each is entered to win a grand prize of meeting an A.V. Club featured legend. In this vein, Jameson becomes not simply a sponsor of the series, but a valuable player creating ancillary content that builds both from and onto the awareness of the main series.

Where the rubber meets the road

A.V. Club could have partnered with another (non-competing) brand that highlights the “journey” element of the series. A.V. Club tells us that the performance of the artist will be filmed in an “awesome” place. Bring us along for the ride like the Bing and Jay-Z partnership when he launched his book Decoded in 2010. The location of the pages from the book became as important as the content itself. Bing knew the audience would be engaged and gave them a reason to keep coming back to their site multiple times a day. Bing could have been included in the One Track Mind campaign by releasing fun and legendary facts about the next “awesome” location the A.V. Club would visit and allow visitors to guess the next haunt for a chance to win a trip. What about taking brands like Foursquare or Winnebago along for the legendary ride. All of a sudden, Bing now has a campaign they can support that even goes beyond the A.V. Club, by releasing an eBook of each location with legendary songs you can buy on iTunes recorded in those locations.

The idea of one campaign, one publisher, one brand is too one track, forgive my pun. Brands and publishers must think bigger in order to gain audience and win loyalty. Think where the tracks collide and where they diverge naturally and determine the best ways to increase content opportunities as well as distribution opportunities. I love the One Track Mind series and have enjoyed watching the interviews and the performances. I hope to watch it evolve into something that is more holistically about legends and what makes them.

 

 

January 05, 09:00 AM

JCK Rock Star

As a former marketing director at a New England based jewelry retail chain and as an avid watcher of Project Runway, I was smitten with JCK’s Rock Star series from the start. I think JCK is pioneering what journalism is becoming – part entertainment, part talent scout, part branded content. As JCK starts to think about a second season of this show, I wanted to suggest some ways in which the distribution approach and the brand inclusion could evolve.

JCK online, along with Swarovski Gems, challenged five acclaimed designers to create jewelry using Swarovski gemstones in the 12-part series, Rock Star. The three judges all have different points of view, one each from JCK, Swarovski Gems, and London Jewelers. Taking advantage of JCK’s multimedia properties, the winning piece will be featured in an original photo shoot in JCK’s June 2012 issue and will be showcased at the next JCK Las Vegas show.

One obvious missed opportunity is that London Jewelers and Swarovski are seemingly not sharing the content on their own platforms, but I won’t delve into that, but rather focus on increasing distribution through more brand inclusion, leveraging brand loyalty, and platform placement.

The little blue box

A piece of jewelry is typically presented to its recipient as a gift. Opening the box can be as exciting as the jewelry within. There is quintessential packaging that accompanies a piece when presented, like the blue Tiffany’s box or the red Cartier box. Each manufacturer or designer has their own brand aesthetic that enhances the piece itself. Thinking like the industry and trade focused audience of JCK, could Rock Star also partner with a packaging design company to align each designer with a packaging architect to help define and design the accompanying presentation both as an individual piece for gifting and as a collection of pieces seen in a jewelry case? JCK could even use this brand sponsor to write articles for JCKonline.com about the right way to showcase prized pieces of jewelry in a sea of jewelry often found at retailers.

Voters count

Swarovski Gems has 1.7MM Facebook fans, but an overview of their content shows no sign of the Rock Star video series. Although Swarovski’s audience is not trade focused, it is people who show an interest in sparkle and gems and would probably love to see the making a piece of jewelry from start to finish. Why not engage with that fan base and interact with them to find out their thoughts on the pieces being developed? Engaging a loyal audience and bringing them into the decision helps to build an authentic relationship with fans who already own or aspire to own a piece of Swarovski jewelry. If the piece they choose wins, and is manufactured, they will feel a connection to it.

Think like a TV show

Season 1 of Rock Star was only hosted on the JCK Online channel. Move that content to a YouTube channel and make it feel more like a TV show, with specific times for viewing the content. Make it more appointment-based viewing and less willy-nilly. Quirky has the right idea with their online show hosted on the Sundance channel. It’s the same idea as Rock Star – talented individuals submitting ideas to judges who determine its merit. However Quirky’s online show is on Monday at 10pm, has community engagement, and is hosted outside of it’s own platform.

Click here to view the embedded video.

JCK is on the right track and I am excited to see where it goes next. With a few tweaks, it could really sparkle! (sorry, had to be done.)

December 05, 02:51 PM

Mobile devices and software have made great inroads towards bridging the gap between the online and offline worlds. I can’t go anywhere without hearing something about Siri, the iPhone voice-controlled assistant who helps you integrate your real-world activities with your virtual ones.

From a marketing perspective, the prospect of using online content to drive offline action and vice versa is exciting. But it also represents a new challenge to change the way CMOs will be working out their budgets in the coming years.

Think about it, just as you start to get your head around spending on offline and online initiatives, along will come smart technology with high adoption that will make those distinctions moot and create a whole new set of options.

In order to get ready for that next generation of capabilities, it’s a good time to start experimenting with some of the programs that are already breaking down the barriers between online and offline.

Cardmunch

CardMunch is an application owned by LinkedIn that will transcribe a photo of a business card. You just snap the picture from within the app and it will give you all the information.

You can sync it to your phone. You can also connect with the person directly via LinkedIn.

One of the best things about this technology is that it respects the medium of the business card. There have been many attempts to replace the business card with a new technological solution, but the business card functions very well for its intended purpose — helping you connect with anyone you meet in any situation.

It makes sense for LinkedIn to find a way to ‘partner’ with business cards in this way because they want to be the next thing you do after you get a business card. By making this next step easier and seamless with the activity of the user, they build trust and loyalty.

Questions to Ponder:

  • How can I insert my brand into a consumer’s next step?
  • How can I find a way to enhance a print product with an online component and drive loyalty towards our products or services?
  • What extensions would help my customers use our products or services?

Layar

Layar definitely represents the next generation happening right now. You use real world objects to trigger an augmented reality experience.

It allows you to print or capture environmental elements to drive activity on your mobile device.

This represents an interesting move in using the offline world to drive online interaction. As fond of QR codes as some marketers are, awareness and adoption remains pretty low. Just today, I read an article about how most college students have no idea what QR codes are.

Layar treats the objects themselves as codes and presents very promising opportunities for interactivity, including eCommerce.

Questions to Ponder:

  • How can I use environments to drive mobile online activity?
  • Can we identify some physical locations where our customers might be?
  • Should I reconsider my approach to marketing budget buckets now to help us thrive in a constantly evolving landscape?

Shazam

Shazam is a discovery engine for music. When you hear a recorded piece of music you like, you use the app to “tag” it. Shazam identifies it for you and gives you the option to buy it.

Portugal

One of the coolest features though, is that Shazam lets you see what other people have tagged. Their Tag chart can actually show, in a way similar to Google, how many people are interested in a song or artist by geographical region.

This is exciting because not only does it pave the way for interesting new types of discovery and recommendation, it also opens up a world of behavioral measurement.

Questions to Ponder:

  • How can I start partnering on a deeper level with talent, such as musical artists?
  • What sort of activities do our products and services tie to?
  • How would enhanced analytics capabilities help us improve our business?

What are some of your favorite apps that bridge the gap?

November 18, 01:48 PM

Marketing is all about the audience. Who are you speaking to? What are you trying to motivate them to do? What kind of relationship are you building?

With increased online capabilities, every brand is now a publisher. So how can you rethink your business relationships as publishing opportunities that will reduce costs or drive revenue?

Redefining your relationships to these audiences will help you to target and measure your efforts better. Here are some new audiences that you may not have considered and some important questions to ask yourself about how your brand can speak to them better.

Your employees are an audience

Internal communications are valued to different degrees by different companies. But getting everyone up to speed and on the same page is vital to coordinating all your efforts. This is an audience you can empower.

Key Questions

  1. How can you use real time technologies to reinforce your successes and move quickly to correct your processes?
  2. How can you plot out the sales journey and provide content and communications at key trigger points to aid your sales staff?
  3. How can you encourage shared terminology across departments and reinforce your unique value across disciplines?

Your partners are an audience

Most brands don’t keep the full extent of their business in house. You use manufacturers, distributors, retailers, spokespeople, PR firms, agencies, the list goes on. Treating them as an audience allows you to be always thinking of what they need to serve you better and vice versa. This audience is captive and motivated.

Key Questions

  1. How can you use web technologies to serve information to and between all your vendors?
  2. How can you distribute content to facilitate communication and collaboration between agencies?
  3. How how can you empower retail sales people with the latest messaging, tips, and tricks?
  4. How can you use online channels to build new partnerships?

Your loyal, repeat customers are a distinct audience

Ok, this is really a subset of your traditional audience. But the path they take to purchasing your products and services is completely different than someone who has never heard of you. They are also the most likely to spread the word in an authentic way through their own network.

Key Questions

  1. How can you provide best in class support content and customer service?
  2. How can you deliver the inside scoop on new and upcoming events and products?
  3. How can you build community and strengthen loyalty?

Solving your challenges

When thinking through your business challenges, remember that the end user of your products and services isn’t your only audience. As nearly all your communications move online or use online resources, it’s important to identify who else is your audience and to tailor content to meet their needs.

November 11, 03:10 PM

Cause-Marketing is an often overlooked opportunity for authentic brand engagement backed by deep and rich content creation. One brand, The Hartford, has done a wonderful job showcasing how the right cause, enhanced by the right content and an authentic long-term relationship can make an impact on their brand.

A Core Set of Values

Most brands have a core value or set of values. One of best ways to get that core message across to your audience is by aligning your brand with a cause that people already do or should support. This helps the cause and also shows your audience that you stand behind your core values.

One of the most interesting pieces of how social media works is that it allows people to take action to show their support with just a click — while opening the door to much deeper engagement. By building messaging and online properties and aligning with the right cause you can actually help raise awareness, drive action, and inspire people while strengthening your brand’s online presence.

The Hartford

Achieve Without Limits - The Hartford

The premiere example of this type of storytelling and alignment is The Hartford’s partnership with the Paralympics and the Achieve Without Limits campaign.

Together, they’ve built a robust ecosystem of web properties, produced targeted, high quality content, and rolled out an extremely successful social-media-first distribution strategy. I highly recommend looking through their eBook to see the depth and breadth of their strategy and success. We’ve tried to boil-up their approach into a few key lessons:

Find an authentic fit

A ’cause’ can mean a million different things. It doesn’t have to be something already recognized as a cause. It just has to be something your brand and others can get behind.

But the key element is that there is a connection between your brand and your cause that makes sense. The Hartford was already heavily involved with the core group, “we changed the paradigm of disability insurance by focusing on an individual’s abilities instead of limitations.” But on an even broader level, The Hartford believed all limitations could be overcome, and wanted to tell that story.

What to ask yourself?

Ask yourself what are some of the things that your brand and your products are invested in long term. What do you believe in? What type of belief would inspire people to buy your products and also support a cause? This isn’t callous calculation. It’s considering how to partner in such a way that your involvement with the cause will raise all ships.

Align Campaign messaging with your brand messaging

The Hartford is really tuned into the fact that their unique value as a company and subsequent brand messaging should carry through their media outreach. That’s because they are in touch with who they are and they allow that identity to drive their marketing. This graphic from the eBook shows how vital it is to the whole campaign.

The Brand Essence: The Hartford

This alignment can also be aspirational. Where is your brand now, and where does it want to be? By aiming towards where you want to be, you set up motivation for lifting up the whole partnership.

Inspire

Achieve Without Limits is successful because it is genuinely inspiring.  This isn’t merely a matter of throwing their logo on something. One of the cornerstones of the campaign are TV commercials and online video that show incredible achievements of these athletes.

They let the athletes tell their own stories. But they put the effort into producing a platform for the stories that amplifies the amazingly inspiring stories for everyone to hear, resonate with, and share.

Click here to view the embedded video.

What to ask yourself?

What can your engagement do to inspire people? What stories can you tell that people need to hear and will want to share with their friends and family?

Stay focused

The way the entire Achieve Without Limits campaign stays true to its messaging and it’s goals is, in itself, an inspiration. On Facebook, a 30-second ad, or in a PR event, the team is committed to empowering the athletes and their supporters. The message is simple but carried through and filtered through many lenses. But it’s never watered down.

Often, brands are tempted to feel like they need to try and “get their message in.” They veer away from the authentic partnership to try and push for some more marketing-speak. Don’t get sucked into that.

If you have the right partner, you’ve aligned the messaging, and you’ve managed to make something that resonates, you are in great shape. Instead of speaking at your audience, remember you’re building something with them. Stay focused and don’t be afraid and try to exercise excess control.

Think Big

The final piece of putting together the puzzle is to remember to think big. The Hartford was able to make beautiful content and promote a lot of deserving athletes. They had a strong content calendar and an intriguing call to action whereby they would donate money for Facebook Likes. They built a pathway for people to get involved.

It’s a beautiful ramp building the entire brandscape. But what is it building towards?

When I watch these videos and get inspired, I can’t help but think, “Why not go even bigger?” with the content. Take the approach of a documentary like Word Wars and follow these athletes. Go deeper into their stories.

Don’t just think in terms of a limited engagement, dream of how big you could grow the campaign an the idea and work towards it.

October 20, 08:05 AM

In today’s marketing environment so much energy and enthusiasm is put behind Facebook, Twitter and of course YouTube. But we’ve happened on one video example that showcases the power of good-ole-fashioned e-mail forwarding that’s driving huge success. As of this morning, this video – “Shucking Corn–Clean Ears Everytime” has almost 2.5MM video views driven almost entirely by a simple e-mail forward. Here’s the video:

Click here to view the embedded video.

Interestingly enough, there are tens-of-thousands of mentions of Ken’s video online in blogs, news sites, cooking forums and of course on social media channels, but most of the momentum and inspiration for the posts came from older, e-mail forwarding fiends –  just like your parents.

A quick look at the analytics

You may not know this, but on almost every video on YouTube, there’s a little button next to the total video views that looks like a small graph. Hitting this button reveals some basic statistics for the video that can help give you a good idea about how the video’s been distributed and what’s contributing to the video views. As you can see from the image above eight of the top nine referrers are web-mail clients. That’s right, this videos huge success has been driven by e-mail forwarding.

Checking the demographics

In the same video statistics section for Ken’s corn shucking masterpiece, you can also see that the demographics for the video views on YouTube skew towards a more mature audience. Essentially, females from age 45 to 64 and males age 55-64 have been watching this video and sending it along to friends and family. I don’t know about you, but my parents love to forward me many long-standing e-mail chains.

What can we learn from Ken’s success?

I think there are a couple of quick things Ken’s video reminds us:

  1. E-mail is still one of the most powerful and personal forms of communication.
  2. Everyone has e-mail (I think) and with the right kind of content and message you don’t need a “Forward this e-mail” function, it happens organically.
  3. In the last month, almost 1,000 blogs have posted Ken’s corn-shucking video.  Many of the posts include a statement like this “My dad just sent me this video on how to cook corn on the cob without peeling. Pretty cool!” Our parents still influence a lot of the content we post, share and find valuable. Don’t underestimate the power of influencing the influencer.

One last thing… wanna forward this article?

October 17, 03:02 PM

My old friend and heavy metal spoken-word artist Duncan Wilder Johnson offered me an extra ticket to see Weird Al this past Saturday at the Orpheum in Boston.

The show was amazing. I was blown away. The music, the spectacle, the videos, the costumes … everything was brilliant. What was most telling of all was the audience. In an era when many acts are having trouble selling tickets, Weird Al had a sellout or near sellout audience in a venue that seats 2763.

After 30+ years in the business, Weird Al is doing something right. By staying true to your strengths and finding ways to reach and build trust with your customers, you can do it right, too.

1. Develop a long term relationship with your audience

One thing that stood out was Weird Al’s connection to the audience. There were people of all ages at the show. For someone who could have been marginalized as a novelty act, he has had an exceptionally long and successful career.

Weird Al plays to his core audience. He has occasional spikes of interest in new songs, but the long tail relationship is developed through the die-hards — and apparently their children. Both Duncan and I felt the 2.5 hour show was a wee bit long, but the crowd was singing along all the way to the end and then through the Star Wars themed encore. We are casual fans, but Al was playing to the real fans.

Find your audience and build a relationship. Don’t just sell something once, forge a lifetime connection.

2. Stay true to your unique value

Weird Al is an incredible musician and performer. He has the flexibility of a dancer and the energy of a puppy. His band was outstanding.

He could do a lot of things, but he does one thing the best — writes and plays parodies.

Find your unique value and focus on what you do that stands out in the marketplace.

3. Use trends to drive awareness

The essence of Weird Al’s craft is to build off the success of artists, brands, and trends. According to a few interviews I’ve read, Al waits for a cultural tipping point type of moment to release his albums. This year, it was his parody of “Born This Way” by Lady Gaga.

With all the analytics tools at our disposal these days, a business in any sector can take advantage of trends when developing content. Part of knowing your audience is knowing what they like. Take that information and create content that incorporates trends in creative ways that will speak to your audience.

4. Think media modality

Al used a lot of different media within his stage show, and he also has a very diverse media presence. It was especially heavy with video, often to aid his costume changes.

But the band also played at the same time as animated videos were projected. For me, this helped tell the story, since it’s sometimes hard to follow all the lyrics at a rock show. Here’s one of the cartoons:

Don’t get caught up in just one way of telling a story. There are so many tools that can help reveal different aspects of you and your product offerings. Sometimes, as in this case, two different media can even complement each other and tell the story better together than separately.

5. 3rd Party affirmation is powerful

The videos during the concert often showed the various movies and television shows that have referenced Weird Al over the years. This was powerful, and reinforced his influence on pop culture to the audience.

This is a good reminder: find ways to spread the message when someone is complimentary about your brand, products, or services. It can be as simple as enabling user reviews on your eCommerce site or retweeting someone’s experience with your brand.

Showing your influence and presenting third-party experiences will help reinforce the loyalty loop with your audience.

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