Nathaniel Naisby

Hi Helen!
You are absolutely right, it’s a good thing we have these safeguards in place to help identify when we may be under attack. I often rely on my company’s security department when receiving emails from external sources. And as you pointed out, these phishing schemes are becoming more and more sophisticated and less easily identifiable. It’s important we all do our best as professionals, and even in our private lives, to protect our accounts and vigilant for malicious behavior! Thanks for reading!

Hi Nate,

I saw an ad today and instantly thought of our class discussions on storytelling and I think it ties in nicely with your post. Delta Airlines, “Close the Gap”, I saw this ad on Facebook and was instantly entranced with the ad and watched the whole ad, like most I normally skipped it, but it didn’t start by selling Delta, it started with a story about how we’re all connected and then closed with how Delta can make us even more connected. The ad was subtle in its message but made you feel connected to others and quiet possibly connected to the Delta brand. Here’s the ad, let me know what you think and if you too liked the story they told, https://youtu.be/VmYxkAqjpYA

….Now I want a vacation.

Wow, that was definitely a powerful story delta told. A story that really speaks to how we’re all connected and what brings us together… great find, and absolutely applies to what I think we learned in class. It is really important to tell a powerful story to draw in your customers even if it doesn’t start off telling the viewer exactly who it is that is providing the commercial. Unfortunately, I also have to agree with your last comment… I’m ready for a vacation!

Hey Nate, great points made here!
I regularly use the DunkinMobile App, it is very efficient and does show for connectivity and collaborations with other apps such as the T-Mobile Tuesday App, it also offers alot of great points, no pun intended. Very informative in showing that all of Dunkin’s customer data is now linked, ready and able to provide data analytics, and how this data will ultimately influence it’s digital marketing presence or even end products. Recently in a monumental change for the brand, DD dropped the ‘donuts’ from its brand name, with DNKN. I can imagine that the new healthier breakfast items and brand change could have been a result of the data presented and competitor analysis’. I think such a brand, which is universally purchased is moving at a slowly but sure pace, its menus reflect that as well.

https://www.usatoday.com/story/money/nation-now/2018/09/25/dunkin-donuts-drops-donuts-brand-name/1422584002/

Glad you enjoyed the post, Elaina. You are absolutely right, Dunkin is now on a list of names that have changed in order to rebrand themselves as new. The irony to Weight Watchers changing their name is that it takes longer to say “WW” than it does to say “Weight Watchers” because of how many syllables…. not exactly a shorting of the name! I feel the strategy to rename/rebrand really only works well when abrivating the name makes sense. For Dunkin Donuts it somewhat makes sense. People all the time say, “I’m going to Dunkin to get a cup of coffee, anyone want anything?”. The “Donuts” part was already half dropped by the customers anyway. We’ll have to wait and see if the people freaking out are able to adjust or if this rebranding will be a misstep by the company. Thanks for the insight to other brands that are changing their image!

Great article, Nate! I’ve always admired brands who have the guts to take a stance on a controversial topic. Like you said, oftentimes brands try to stay as “neutral” as possible, because they do not want to attract negative attention. However, these brands can easily take a backseat to other brands who are standing up for what they believe in. For example, take an issue that’s equally divided 50/50 across the country – yes, you may lose 50% of your potential customers, but what about the 50% you’re appealing to? Because they believe in the same values as you and truly feel connected to your cause, you may have just solidified a lifetime customer, which is invaluable to companies who are looking to grow! For those companies who are taking a stance, they’re growing loyalty and lifetime buy-in with the customers who “don’t buy what you do, but why you do it.”

Nike immediately comes to mind when thinking of a company who has taken a position on an issue. It definitely seems to have worked for them too despite some vocal naysayers: http://fortune.com/2018/12/21/nike-stock-colin-kaepernick/

Great post Nate!

I am a big fan of Patagonia and that is partially because I think they are so transparent with what they believe and they back that up through their company initiatives. To me, you see so many companies that tout their “brand values”, but most don’t act on them. As a consumer, I appreciate when brands take a stance. They have to be planned and fit with your company, but it humanizes a brand and can make you feel even more connected.

Interesting, my first thought was also that usage may be up but seeing the data and theories behind the patterns all makes perfect sense!