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Branding

Integrated Brand Campaigns: Intro Post



One can often trace the sources of a brand personality—here it is the advertising, there the pack, somewhere else some physical element of the product. Of course, the personality is clearest and strongest when all the elements are consistent.”  Stephen King, former JWT executive

It’s no secret that we are a fan of branding. We always tend to cheer for the underdog, which is exactly what branding is when compared to its heavy-weight siblings like advertising, public relations or customer service. Now, by no means do we intend to demean these, or other disciples in the marketing world. They are obviously quite important. Our objective, however, is to start to bring attention to the growing significance of maintaining brand consistency, especially in an age when digital media is so fragmented.

“Integrated Brand Campaigns” is a series of blog posts highlighting marketing campaigns we’ve noticed that do a particularly good job of keeping the brand–and the message behind the brand– consistent across various forms of traditional and digital media.

It’s our way of showing our appreciation for these brands, which are acting as leaders and advocates for those around them, that haven’t fully realized just how important or impactful their brand can be.

We also hope to pull out some tips for you along the way, so that you can apply them to help evolve your own brand.

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Paul Arterburn is a Co-founder and the Head of Product at Brandfolder, a Techstars Boulder 2013 company. In this capacity, Paul is responsible for overall product vision and execution. This includes managing the development and design processes, constructing and executing the product roadmap, and deploying code daily. Paul is nearing the magic 10,000 hour mark of coding through the dedication of learning 15 different coding languages over the past 15 years. Daring and scrappy, Paul is ready to leave the Web better than he found it: this is what drove him to found Brandfolder. Me in 3: • Movies people can’t believe I don’t like: Star Trek and Star Wars. • My secret talent: As a songwriter my first songs at age 16 were about all girls, and my latest about just one - my fiancé. • My first invention: A wrestling move dubbed 'The Bob Dole' still used across the state of Nebraska today.

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