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Whole Foods-Values Matter

images1Austin-based Whole Foods Market launched its first national advertising campaign today that will focus on quality and value. The nation’s largest natural and organic chain, with 381 domestic stores and annual sales of $13 billion will be talking the talk coast to coast. Today, an expanding array of competitors, large and small, are already emphasizing better buys and biting away at the organic giant’s market share.

This move is one piece of a five-part strategy launched this summer to transform the brand as Whole Foods looks to regain its footing.  The slogan for the campaign that begins airing today: “Values matter.” Yes, that’s an intentional pun. On one level, the term value refers to price. The chain that some critics love to label “Whole Paycheck” is working hard to convince shoppers that, when all its considered, its prices can be […]

Be A Happy Brand

UnknownYou learn that creating customer loyalty is neither strategic nor tactic; rather, it is the ultimate objective and meaning of brand equity. Brand loyalty is brand equity.” Daryl Travis, Emotional Branding

Brands which display happy characteristics connect better with consumers. “Being associated with happiness helps build stronger emotional connections between consumers’ memory structures and the brand,” says Steve Hastings, planning partner and co-founder at Isobel. “A happy brand is a successful brand: it is better recalled, better liked and chosen more often.”

According to Isobel, happy brands are determined by five core characteristics: whether they are: playful, happy, trustworthy, generous and optimistic. “We felt these five values explained a lot of the differences in the way that people would consider a brand to be happy or not happy,” says Hastings. “We think that brands facilitate happiness in a […]

Millennials Defined

images1If there’s one thing every millennial hates, it’s an overly broad generalization about what every millennial thinks. But, we do know the millennial generation thinks differently about brands than its Generation X predecessors and the Baby Boomers before them. Millennials tend to be very socially aware, are prone to be more public about it, and they are simply more thoughtful and forward-looking. Authenticity is critical for brands to retain consumer loyalties. As a brand attempts to connect with the consumer as a particular type of person, then that message has to be consistent at all touch points where the consumer interfaces or comes into contact with the company or its products.

At the recent Advertising Week in New York, researcher and Exponential VP, Bryan Melmed presented the findings from his team’s data analysis of 4 million young adults.  You probably […]

Mobile Marketing Hits the Autobahn

images2We are spending 2 hours 51 minutes a day on our mobile devices. The only other media we spend more time on is TV at 4 hours and 21 minutes. This amount of increasing attention for mobiles has some big implications for advertising and marketing budgets.This mobile momentum is also partly driven by two technologies that have intersected that are both addictive and compulsive – social networks and mobile devices.

The emerging buzz about mobile marketing reveals that over the next few months we will see a massive jump in the ad spending, something the likes of which hasn’t been witnessed in over a decade. It is also predicted that digital ad spend will almost match TV by 2017 and mobile will be a big chunk of that. Here are some facts on mobile marketing that may grab your attention:

  • When […]

Modern Marketing Technologies: Friend or Foe

images 1From a distance, the modern marketing organization can look more like a tech department than a hub of creativity and ideas. CMOs today face the challenge to manage brand strategy and voice efforts under the same roof as data operations and analytics–while encountering pressure from the executive team to adopt data-driven solutions. Marketers today encounter a mind-boggling array of technologies. How can CMOs build marketing strategies that align with a changing technology landscape? Consider these questions:

  • Will the technology advance a critical marketing priority? This seems like an obvious consideration, but we often see the technology tail wagging the marketing dog. Marketers who ask this question make individual technology assessments in the context of the overall marketing priorities that a given tool will address.
  • Will the tool add balance to the marketing technology portfolio? It’s useful to categorize marketing technologies into three buckets. The first […]

Is It Time to Double-Down on Digital?

images1Planning season is upon us! Have you thought about your digital marketing action plan for 2015 yet? With all the SEO changes of the past several years, one thing we have learned for sure: the fresher the content you put out, the more successful your digital marketing efforts will be. The entire digital marketing cycle should be planned, analyzed, tweaked and planned again. In order to be prepared for 2015, create an action plan including the following factors:

  • Know your customer and their buying cycle
  • Categorize your customers
  • Determine delivery and push key messages through social media

Teradata found investments are trending upward for marketing and advertising as one looks into 2015, but the biggest emphasis will continue to be on digital, and toward personalization.  By 2019, the average investment in digital marketing will be approximately 40 percent of companies’ total marketing expenditure, up […]

TopRight Featured in the Atlanta Business Chronicle

daveAtlanta Business Chronicle Sept 26-October 2, 2014

TopRight has doubled the size of its Atlanta office and decided to relocate to the heart of Buckhead. The marketing firm will occupy almost 6,340 square feet on the 21st floor of Atlanta Plaza.

TopRight is relocating from The Forum office building near Interstate 75 in west Buckhead. The firm is expanding to about 20 employees in its Atlanta office in the near term, but could grow to 50 over the next two years, its executives say. It’s also growing in its other markets: Chicago, Manhattan and Washington, D.C. Next month TopRight will open a new office in Boston.

The firm, founded in 2006 by Dave Sutton, counts among its longstanding clients the American Red Cross and PBS. Jill Goldberg of Two Realty Partners LLC represented TopRight. Jeff Keppen […]

By |October 1st, 2014|Press|0 Comments

News From The Magill Report- Stephanie Miller joins TopRight

Stephanie Miller is leaving the Direct Marketing Association to take a position with brand and marketing technology consultancy, TopRight, the Magill Report has learned.
For the last two years, Miller has served as the DMA’s vice president, member relations.
“I’ll be building their integrated marketing practice,” she wrote in an email exchange earlier today. “I’m very excited to get back to professional services and to working directly with marketers again to solve problems and create great customer experiences.”
Miller has been a fixture in email marketing circles for years.
She has been a regular speaker at industry functions, a prolific writer and often comments in online discussions. She is also deeply involved with the DMA’s email experience council.
Miller was co-author of Sign me Up! A Marketer’s Guide to Creating Email Newsletters that Build Relationships and Boost Sales.
She was also the first publisher of the Wall Street Journal Interactive Edition.
Previous to […]

By |October 1st, 2014|Press|0 Comments

Meet Me At Starbucks

images 1Today we celebrate Coffee Day-what Monday is not coffee day-in a number of countries around the world, including Australia, Canada, England, Norway, Sweden and the United States. A love of caffeine knows no boundaries or days for that matter.

In consideration of this momentous day, Starbucks is also kicking off a big branding campaign that won’t just highlight coffee but instead promote what happens in its stores. The company derives its brand essence from roasted coffee flavors and the ambiance of a traditional coffee house. The campaign, however, is taking a different angle by focusing on how the brand nourishes relationships. The company is seeking to show how its stores “help facilitate human connections,” said Sharon Rothstein, Starbucks’ chief marketing officer.

A new ad features a look at the everyday things that happen at Starbucks cafés around the world. The commercial, which […]

Video Didn’t Kill the Radio Star

images1In 2013, the music industry, the first media business to be consumed by the digital revolution, saw its global sales rise for the first time since 1999, raising hopes that a long-sought recovery might have begun.

For years, the music industry’s decline looked terminal, with the record companies seemingly unable to come up with digital business models that could compete with the lure of online piracy. “At the beginning of the digital revolution it was common to say that digital was killing music,” said Edgar Berger, chief executive of the international arm of Sony Music Entertainment. Now, he added, it could be said “that digital is saving music”.

Fast forward to today. According to Nielsen SoundScan’s latest report, more than 70% of the music consumed in the first six months of 2014 in the U.S. was either downloaded or streamed — and streaming […]

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