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Posts Tagged ‘Degree’

Degree Deodorant’s New Brand Statement: Both Men and Women Stink!

The greatest challenge to PR professionals is understanding how our society’s evolving definition of identity is changing the way we see each other, ourselves and the products we buy.

The public seems to be relying less on superficial stereotypes to categorize a person into a demographic simply based on gender, race or creed: young boys want Easy Bake Ovens and grown women like to go bow hunting. Everyone is his own man; we get it and it’s a good thing. So what are PR pros to do? Our job isn’t about appealing to rugged individuals but to large swaths of humanity—you know, the public.

We group not by appearances but by behaviors. Degree deodorant, founded as a unisex brand in 1990 has done the same by coming full circle with its advertising. In 2005 the brand split into two parts: Degree Men and Degree Women. The marketing took a rather superficial approach as Degree Women offered commercials that showcased how the deodorant didn’t rub off on clothes, and Degree Men featured more testosterone-y narratives involving sports.

Degree’s new campaign, however, is taking a more modern approach by consolidating the strategies into one message. Degree is tough on sweat–men’s sweat, women’s sweat, all sweat—because athletes are athletes. The first clip stars Olympian Lolo Jones, an athlete who is also a woman who also sweats a whole lot and who also obviously stinks. We like it!

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Mediabistro Job FairLand your next big gig! Join us on January 27 at the Altman Building in New York City for an incredible opportunity to meet with hiring managers from the top New York media companies, network with other professionals and industry leaders, and land your next job. Register now!

How Do You Choose the Right Content for Your Brand?

Earlier this week we reported on the not-so-new phenomenon of “brand journalism”, or writing original content designed to inform readers while simultaneously promoting your brand. The overwhelming response to the post tells us that the issue is critical to many PR pros as they consider the roles that they play within a rapidly changing industry.

Now that we’ve established the importance of original, value-added content, let’s move on to the next question: How do you, as a brand representative, find the best stories to raise awareness of your brand among your target audience?

In the words of PRNews’s Bill Miltenberg, “the lines between PR and marketing are growing ever more blurry”, and he brings us some simple suggestions for effective brand journalism via CE Publishing editorial director and 2012 Content Marketing World Conference speaker Dan Grantham. Check out his five key points:

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