Buy This vs Buy In When launching a product, there are two important metrics that define its success: “buy this” and “buy in.” The first, “buy this,” is product purchase – that short-term sales lift that proves the product viable. The second, “buy in,” is about loyalty and advocacy. It’s a long-term goal that keeps people coming back for more, and sharing the brand with others. “Buy this” comes from a focus on product features and benefits. “Buy in” comes from a brand ethos that transcends the product itself. And […]
The role and expectations of brands has changed dramatically over the last 10 years, yet most marketers continue to use the same positioning framework designed for corporate business strategy from the 1960s. You may recognize it as a variation of this: For (target consumer) who (consumer insight), (brand) is the (product category) that (key benefit) because (point-of-difference/reason to believe). Branding and marketing were simpler then. All you had to do was tell consumers why and how your product was better than the competition, and you were on your way to […]
It seems every conference I attend, from CES to SXSW to the Digital Summit, the theme du jour is Artificial Intelligence and its effect on the way we work and live. I’m fascinated by AI, but for reasons that have nothing to do with its potential to advance the future at an exponential rate. What I find so interesting about AI is the amount of time and effort and money spent on trying to make it as human as possible. And that also seems to be the hardest part. It’s […]
There was a time when our job as an agency was to help our clients create short term sales lifts through sales promotion, retail activation and incentive-based marketing. We had years of success building brands like Miller, Bacardi, Quiznos, Hallmark, Energizer and J&J at the point-of-sale. Then social media happened. And with it came a shift in people’s expectations for brands. According to a 2018 study by Edelman, 65% of consumers now choose brands based on the company’s beliefs. That’s double compared to one year ago, and will only continue […]
Your brand has personality. But does it have character? New Honor Society President, Heidi Singleton, shares four ways to build brand character over time.
It’s that time again – when we take stock of the good, the bad and the ugly and vow to make serious changes in new year. Yes, it’s New Year’s Resolution time. I’ve made plenty of resolutions myself over the years, usually centered around weight loss or work/life balance. I used to beat myself up when I couldn’t hold on past January 31. (Who am I kidding? More like January 2.) But then I learned that, according to the U.S. News and World Report, a staggering 80% of New Year […]
We recently launched a new brand identity for our friends at Angad Arts Hotel, a boutique arts hotel in St. Louis’s Grand Center. The process of crafting something as intimate as the hotel’s look and feel meant we got to engage in some fascinating conversations with its Executive Managing Director, David Miskit. Getting to know the ins and outs of the hotel reminded me of what it’s like to get to know a new friend; slowly, Angad began to reveal its identity. But before we delve into what exactly that […]
We are living in a time where many U.S. citizens are placing party loyalty over policy, and sometimes even truth. In fact, several studies have shown that attitudes toward a policy are largely determined by the position of one’s political party even if subconscious. What is the root of this blind loyalty? In a word: belonging. Political party is a form of social identity; a sense of who you are based on your group membership. As humans, we crave that membership, we need to feel a sense of belonging. Belonging — or […]
In this case study presentation of recent work for Intel, New Honor Society’s Heidi Singleton and Intel’s Scott Jaworski share how human traits can increase social media engagement.
In her thought-provoking presentation, Heidi Singleton will share the human traits brands can adopt to increase social media engagement and brand advocacy.
The group worked with agency interns on social media engagement for our client, Tiny Superheroes.
Heidi Singleton joins Intel to talk brand humanization at the Digital and Social ANA Committee Meeting. June 19th in Chicago. In this presentation Scott Jaworski, Director of Global Social Media at Intel, and Heidi Singleton, Chief Creative Officer from New Honor Society, will share their lessons learned and how technology giants and companies large and small can approach social media best practices. This presentation follows CES 2018 where Intel and New Honor Society turned an actual electrical blackout into a social media opportunity.
At a time when customers choose to engage with brands who share their values and beliefs, it’s more important than ever for brands to know what they stand for, and behave in a way that proves it. It’s the reason some brands are able to build lasting, meaningful customer engagement while others are left battling with price points and parody
Learn the four human traits brands can adopt to engage more authentically with audiences.
On this We Are Next podcast, Heidi Singleton talks portfolio differentiation, how to make your voice heard and the importance of defining what success looks like in your career.
Remember how your grandma made you toss $1 in the swear jar every time you dropped an f-bomb? The St. Louis ad agency New Honor Society wants you to get back in the habit — only they’re asking for your penance when you let out a mindless “sorry.”
To #pressforprogress, we need to break some bad habits.
Holly Tucker Aguirre talks about the importance of brand behavior over storytelling on the Drum’s Exceptional Women of the World podcast.
So proud of our New Honor Society team for taking home Gold ADDYs in Social Media, Single Execution for Microsoft Education’s Skype-a-Thon and in Branded Content for Heluva Good! We are also thrilled to announce winning Best of Film, Video & Sound Internet Commercial for Veru Healthcare. Have you seen the big winner?
In celebration of Valentine’s Day, Heidi Singleton shares a few thoughts on how to help brands become worthy of love.
Great ideas aren’t always SFW. We love seeing hard work & fearlessness pay off.