Amrita's Digital Notebook

( Waco )  In the digital era, with so much content out there it can be difficult for brands to stand out and spark conversations. Some brands make a statement with corporate social responsibility, some do so with humor, or with celebrity endorsements. But IHOP (International House of Pancakes) tried a different approach: changing its name...for a hot second. On June 11, 2018 the Twitter universe had its eyes on IHOP. Or should I say IHOB. After weeks of speculation, the brand announced it was changing its name to International House of Burgers (IHOB). Not only did the brand receive criticism from consumers, but its competition seized on the moment to humiliate IHOB. Whataburger, Burger King, and Wendy's, and others all threw major internet shade at the new and improved IHOB ( USA Today ). ( Fox LA ) To add insult to injury, just one month later IHOB returned to its pancake roots and changed its name back to IHOP again. However, the brand then said the original n...

( Merry Stockings ) Around this time last year, my mom and I were watching a holiday movie on Hallmark. The plot was predictable, and a little corny. But something my mom said has stuck with me, she said "these movies are so relaxing." It's true. Although we knew the movie would probably never be an Oscar contender, there was something inherently comforting about it. Well it turns out that was part of Hallmark's content marketing strategy all along! ( E Online ) Ultimately, Hallmark's content marketing strategy is more than just selling a brand but about catering to a need for comfort and belonging, especially during the holiday season. The Content Standard published an excellent piece by Taylor Holland on Hallmark's thoughtful content marketing strategy. The piece shows just how well Hallmark knows its customers and how it creates curated content all year long. Ann Herrick, Marketing Director at Hallmark Gold, believes the first step to gre...

When thinking of major athletic brands, New Balance usually falls somewhere in the middle. Markets Insider reveals that New Balance has $3.8 billion in revenue and is currently the fifth biggest athletic retailer in the United States. Currently, New Balance's main marketing message rests on individuality and independence. Per Ad Age , Chris Davis (New Balance VP of Global Marketing) said "As a challenger brand, we embrace the role of being the underdog—that individuality inspires the same sense of confidence in [our] consumers." So does this sentiment of individuality come through in the brand's mobile app? Let's find out! The first thing to note is that the New Balance app is free. This is a smart decision for a "challenger brand." In my review of Fabletic's website , I covered the emerging trend of brands asking consumers to complete short quizzes in order to personalize products to their tastes. Well, New Balance is no exception. I was actuall...

( Fabletics )  In 2018, almost any product - from toothbrushes to hot sauce - can come in the form of a subscription service. So a subscription service for women's workout apparel only makes sense. Enter Fabletics created by actress Kate Hudson. ( Fabletics ) A subscription service's website design and user experience is critical as this is where a customer will either begin a long - term relationship with a brand, or close the tab and move on. For a brand targeting young, digitally savvy women, the website is even more important. The first thing you see on the Fabletics website is a promotion: 2 leggings for $24 when you become a VIP Member . Scrolling further down the homepage, the purpose is clearly for a potential consumer to take a quiz on their workout preferences/routine as well as their style preferences. The quiz culminates with entering your email address and opening an account with Fabletics. There are two unique approaches Fabletics takes in this pro...