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Thoughts from the collective minds at SapientNitro.

Brand New Day: Five Key Facts About the New gTLDs

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Websites all begin with a name, and securing a site name that defines your brand, is short, memorable, and available represents one of the biggest initial challenges of establishing one. Before this year naming was limited to a few dozen top-level domains like .com, .gov, and .edu, with most prime web names already taken. But with the introduction of generic, top-level domains (gTLDs) a new world of naming has opened up and with it implications for brand managers, content strategists, and SEO professionals responsible for marketing.

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You Already Have a Storyscape

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Transition, evolution, change – whatever you call it can be uncomfortable, but folks, here’s the thing: you already have a Storyscape. Like it or not, it exists. You have a world that you have created  it may not be clear, effective or highly connected, but it does exist. And people see it. Go to your website, go to your physical store and buy your products. Experience your Storyscape from the consumer’s point of view. See if there is continuity between your messages, in how you’re speaking and how you’re behaving and all the messages you’re sending out that go well beyond your “communications plan.” These all exist, right? So, it’s just a matter of whether or not you’re embracing it, controlling it and curating it. 

Bottom line – are you creating a Storyscape that works for you or against you?

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Why Successful Brand Strategy is Like Star Wars

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What makes a successful brand story? And which types of stories best connect people with different brands? Computer Arts deputy editor Julia Sagar recently caught up with our Worldwide Chief Creative Officer Gaston Legorburu following his presentation at Kyoorius Designyatra to find out more. Here’s what he had to say.

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What Athletic Bilbao Can Teach Brands about Risk and Innovation

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Football shows that those with the least resources make the best innovators, says our Simon James, global lead for marketing performance analytics. Read on to find out what brands can learn about risk and innovation from one of Spain’s most successful and exclusive clubs.

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Photo credit: Athletic Club

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Leverage the Power of Experience

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In the definition of storytelling [sharing of events with words, images, sounds and/or experiences, sometimes with improvisation or embellishment.], we feel experience is the one element that’s most under leveraged, even though it may be the most powerful connector between a brand’s story and a consumer’s story.  That connection marks the difference between a story told and a story lived.

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Brand Messaging in Real Time: Reaching the Always-On Customer

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"In the era of an always-on consumer, brand marketing teams must evolve from being solely ‘campaign’ centric to becoming real-time content creators, curators and distributors," says our Alan Schulman, VP Global Digital Marketing and Brand Content. Read on to learn how marketers can stay culturally relevant in this changing landscape and deliver more persistent, compelling and contagious brand-linked experiences.

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Photo credit: Waag Society via IM Creator

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Growing Unicorns: SapientNitro’s Chief Marketing Technology University

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Technologists who understand the business of marketing, can navigate the culture and advise across the breadth of marketing technologies are rare. So how do companies find or develop their own marketing technology leaders? Our Chief Technology Officer Sheldon Monteiro recently took the stage at the inaugural MarTech Conference to talk about SapientNitro’s Chief Marketing Technology Officer University, an internal, yearlong leadership program we created last year to grow some of our best technologists across the globe. Read on for highlights from the conference and tips on dealing with the discipline of marketing technology.

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Photo credit: MarTech Conference

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Be the Mentor; Become a “Glinda”

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Have you noticed the higher level of sophistication, resourcefulness and intuition in consumers these days? Today, consumers are befriending brands that help them achieve a goal, satisfy a desire or meet a need. Brands that accomplish this are considered “mentors.” These are the consumers who want feel empowered by being a “hero” in a brand’s narrative landscape. Who better to tell your brand story than the hero herself?

Let’s look to the great Wizard of Oz for a fictional illustration of hero and mentor. Who is the hero? Dorothy. Who is the mentor? Glinda – she helped Dorothy get to Oz. Brands need to become the good witch Glinda and help the consumer satisfy their needs/wants.

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Vote for the Dadi Individual of the Year

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The Drum has revealed the list of the top 10 individuals in the UK digital industry, now in the running for the title of Individual of the Year – one of the principal categories of The Drum Awards for the Digital Industries, or DADIs. This year’s top ten shortlist includes Bruce Daisley, UK MD, Twitter, Nicola Mendelsohn, VP EMEA, Facebook, and our very own Nigel Vaz, VP & European Managing Director, who was named the Individual of the Year in 2013.

This award recognizes and rewards digital excellence, and is judged by digital creatives, strategists and clients, all of whom have extensive experience in the digital industry, and a key factor in winning the “Individual of the Year” is the industry vote. We now need your help to get Nigel, and SapientNitro, to the top spot again. 

Please take a moment to vote for Nigel. Voting closes on Thursday, September 4th. The ‘Individual of the Year’ will be named at the DADI Awards in London on October 1st.

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