Rebranding Airbnb: New Logo, New Outlook

Posted in Uncategorized on July 21, 2014 by bigfootcomblog

Social Media was abuzz last week when Airbnb, the company that allows people to rent out their apartments to tourists, revealed its new logo and its new marketing campaign. The new logo, called a Bélo and described by Airbnb as “a symbol of belonging,” has been the subject of a great deal of ridicule on the internet. Twitter users and bloggers have likened the logo to everything from cartoon characters and  animal faces, to male and female genitals. The tumblr blog Airbnb Logos features pages of logo redesigns, of both the family-friendly and adult-oriented varieties.

Others have praised Airbnb’s rebranding, tweeting their appreciation of the message of belonging and unity represented by the new Bélo logo. Others have praised the Airbnb mobile app’s new sleek, easy to use interface.

 

Founded in 2007 as just a two-person operation, Airbnb has grown immensely in the past seven years into the $10 billion company that it is today. However, this rebranding comes after Airbnb encountered some legal troubles and controversy. A New Yorker who rented his apartment out via Airbnb last year arrived home to the aftermath of a wild party that had been thrown by the man who had stayed there. Also, in October 2013 New York state’s attorney general, Eric Schneiderman, requested that the company provide information about its 15,000 New York-area members to help the state determine whether or not Airbnb is in violation of the law governing the operation of illegal hotels. It still remains to be seen whether or not the company’s new image will make people forget about its flaws, but the new logo has certainly provided a brief distraction.

Can a failing brand really be saved?

Posted in Uncategorized on July 10, 2014 by bigfootcomblog

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In 2011 cupcakes were king when it came to trendy desserts, which prompted the New York City-based Crumbs Bake Shop to go public on the Nasdaq stock exchange. Crumbs dominated the Cupcake scene, and branched out from New York into 11 additional states. Fans of the brand went wild for the four sizes of tasty treats that came in approximately two dozen flavors, including Devil’s Food, Peanut Butter Cup and Red Velvet Cheesecake.

Now, just three years later, cupcakes have lost a great deal of their allure largely due to newcomers in the dessert scene, like Dominique Ansel’s Cronut. Crumbs’ cupcake sales were down 8% in the fiscal year ended April 2014, with a loss of $3.8 million in the quarter ending on March 31st. That month Ed Slezak, the CEO of Crumbs Bake Shop, attributed the company’s declining profits to the cupcake being “too narrow of an assortment” and “too tight a niche to attract a sufficient number of people.” After de-listing from the Nasdaq stock exchange on July 1st, Crumbs Bake Shop abruptly closed all of its 200 retail stores beginning on Tuesday, July 8th.

Despite the brand’s sudden closures, Crumbs Bake Shop may not be quite done cooking: An investor group that includes Marcus Lemonis, Chairman and CEO of Camping World and Good Sam Enterprises and star of CNBC’s “The Profit,” announced its interest in financially supporting Crumbs in the hopes of potentially acquiring the brand in the future. Though Crumbs Bake Shop’s brand name has quickly become synonymous with bankruptcy and closure, the cupcake chain’s devoted fan base would certainly respond favorably to the company’s revival in the hopes of eating their favorite treats once again.

Happy 4th of July from Bigfoot Communications!

Posted in Uncategorized on July 1, 2014 by bigfootcomblog

Celebrate America’s birthday the right way with these Independence Day events taking place in NYC.

1. Macy’s Fourth of July Fireworks

If you’re looking for the classic 4th of July fireworks experience look no further than this pyrotechnics show on the East River. More than 40,000 fireworks will fill the night sky, synchronized with 25 minutes of patriotic tunes.

2. Nathan’s Famous Fourth of July International Hot Dog Eating Contest

See the top speed-eaters in the world scarf down hot dog after hot dog at this contest, held annually in Coney Island. 

3. New York Mets vs. Texas Rangers Baseball Game

Check out America’s past time at a good old-fashioned ball game as the New York Mets take on the Texas Rangers at CitiField in Queens. Make sure to stay for the post-game fireworks!

4. Revolutionary New York Walking Tour 

Learn about New York City’s role in the American Revolution on this walking tour of Lower Manhattan. See where 18th century New Yorkers were first read the Declaration of Independence, as well as the grave of Alexander Hamilton.

5. Pier/Party on Fulton Street

Check out this multi-day event in downtown Manhattan at the South Street Seaport, featuring live music, family fun, and a prime viewing spot for the Macy’s fireworks on the 4th.

Our New Website is Live! Are YOU Ready to Leave Your Footprint?

Posted in Uncategorized on June 30, 2014 by bigfootcomblog

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We’re so excited about the launch of the new Bigfoot Communications website, and here’s why you should be too:

1. Learn what keeps us stomping on our new “About Us” page.

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2. You can check out all of our latest projects on one page when you click on the “Our Work” tab.

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3. An interactive map makes it easier than ever to stop by and “Visit Us.”

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4. Want to chat? Send us a message directly through the website’s “Contact Us” tab.

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5. View “Our Blog” right on our site for easy, convenient one-stop web browsing.

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With Virgin America, Simplicity is Key

Posted in Uncategorized with tags , , , , , , , , , , , , , , , , , , on June 24, 2014 by bigfootcomblog

With so many brands vying for the public’s attention via flashy websites and digital marketing campaigns, sometimes the most streamlined option can be the best one. Virgin America decided to eliminate all the busy elements from its site, creating a user friendly interface that simplifies the booking process.

Homepage of the Virgin America website

After observing how customers were using Virgin America’s website for booking purposes, the company concluded that a complete redesign of its site could increase the amount of plane tickets purchased directly from Virgin. Though online travel agents, or OTAs, like Travelocity or Expedia make it easier for consumers to compare the best ticket prices, airlines prefer direct bookings so that they can avoid having to pay percent commissions to third party sites for each ticket sold. Airlines are in favor of any effort to streamline the direct booking process, which could, in turn, boost their profits.

The new website focuses not only on the simplicity of the booking process, but on the speed of booking as well. Virgin America cut down on the amount of clicks necessary to purchase a plane ticket, making it quicker than ever for customers to finalize their flights. According to Virgin’s chief marketing officer,  Luanne Calvert, one satisfied patron even called the company’s consumer-support hotline to express their appreciation and astonishment after booking a ticket in just four minutes. In another effort to make traveling easier, Virgin also redesigned its printable boarding passes to fit perfectly on a standard 8 1/2 by 11″ piece of paper, which folds up to perfectly fit in one’s back pocket.

This example of favoring functionality over flashy web design is a new trend in eCommerce that is sure to grow as the internet enters its third decade of existence.

A Healthier Direction for the Coca-Cola Company?

Posted in Uncategorized on June 17, 2014 by bigfootcomblog

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After successful trials in Argentina and Chile, Coca-Cola Life, and its striking green label, is making its debut in the European market this fall. Sweetened with a blend of sugar and plant-based stevia, Coca-Cola Life is billed as a reduced sugar, and reduced calorie, soft drink that comes as a response to increased anti-obesity efforts. Unlike its zero-calorie and artificially sweetened counterpart, Diet Coke, Coca-Cola Life boasts a third less calories than regular Coca-Cola Classic (89 calories per can instead of 139 per can), and a third less sugar due to the use of stevia leaf extract, a natural sweetener sourced from the South American stevia plant.

Although Coca-Cola Life sounds quite appealing on paper, introducing the new drink does not come without risk to the Coca-Cola Company. Efforts to establish new products have not always been successful in the past. The most memorable of the company’s failures is the launch of New Coke in 1985. Despite positive reactions in the initial market research and testing period, the New Coke formula received a substantial amount of backlash from consumers. Public opinion was so negative that Coca-Cola decided to revert back to the original formula, which then became known as “Coca-Cola Classic.” Reactions to the new Coca-Cola Life shouldn’t be as dramatic, as the drink is only an addition to Coke’s product line, not a replacement for another soft drink variety.

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There have also been some complaints about Coca-Cola Life’s status as a “healthy” alternative to Coca-Cola Classic. Though the new drink has a decreased sugar content, it is not devoid of the stuff altogether. Coca-Cola Life still contains more than four teaspoons of sugar, which is a fourth of the daily recommended intake for children. Because of this, Coca-Cola Life cannot necessarily be considered “healthy,” even if it is relatively healthier than traditional Coke. Despite potential risks, the Coca-Cola Company has decided to move forward with expanding the Coca-Cola Life product, taking the brand in a new direction.

Hashtags over Commercials

Posted in Uncategorized with tags , , , , , , , on June 11, 2014 by bigfootcomblog

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As the anticipated 2014 World Cup in Brazil is just a day away, some advertisers have transitioned from the usual 30-second televised commercial to an online hashtag unique to them.  Social media has taken over specific advertising roles, especially when it comes to world-wide sporting events.  All kinds of ads and commercials have made their way into certain apps such as Facebook or Twitter, but users are never really into them.  With fans checking in, searching for game times, or celebrating a victory, the most convenient and popular way to advertise is online. As the World Cup continuously gains popularity in the US, it seems only instinctual for advertisers to find a way in.

I didn’t really see this one coming, but it makes complete sense.  Who doesn’t hate those long commercials interrupting an intense game-time mood?  Instead of a 30-second time slot, that some advertisers would usually pay an arm and a leg for during the huge sporting events (ie: the super bowl), why not hashtag it instead.

Specific to the World Cup, some fans are even more likely to support a brand that supports their team.  Soccer fans are known to be the most intense, specifically in the European region.  Their love and devotion to the game is hard to break- those with them are safe, and those against should stay away.

This unique way of advertising can be seen as more attractive, and even convenient, because who doesn’t love hashtags? They’re seen as a necessity in a properly composed tweet,  and now advertisers have found a way to seem more appealing and interactive; an idea that I find quite smart.

Can a hashtag send the same message that a 30-second commercial usually would?  That I’m not quite sure of.  Companies really have to get creative here, making these hashtags unique as well as relating them to the actual event.  I find it hard to see a Brazil fan stoked about a win adding a #PowerToYourMouth in support of Listerine. If it’s intriguing enough, it just may work.

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