Dazzle Fall Issue 2016
We’re excited to bring you our fall issue of Dazzle, the official magazine of Ideaworks Marketing! We sincerely hope you enjoy reading through this issue and find its contents both interesting and informative. Some articles which may be of particular interest to you include: • “Brand ID: The marketing technology you shouldn’t live without” (pg. 6) • “Challenging Goliath: How small brands can challenge industry giants” (pg. 12) • “Take two and call us in the morning,” which offers helpful marketing tips you can implement right away (pg. 24) • Plus, a friendly peek into what’s happening at our agency with “Life @ 197” (pg. 22) Please don’t hesitate to reach out to us with feedback or questions on anything you come across in this issue. We would also love to hear your thoughts on any topics you’d like to see covered in the future. Until next time, enjoy this issue of Dazzle. - Chelsey Tupper, editor-in-chief
We’re excited to bring you our fall issue of Dazzle, the official magazine of Ideaworks Marketing! We sincerely hope you enjoy reading through this issue and find its contents both interesting and informative. Some articles which may be of particular interest to you include:
• “Brand ID: The marketing technology you shouldn’t live without” (pg. 6)
• “Challenging Goliath: How small brands can challenge industry giants” (pg. 12)
• “Take two and call us in the morning,” which offers helpful marketing tips you can implement right away (pg. 24)
• Plus, a friendly peek into what’s happening at our agency with “Life @ 197” (pg. 22)
Please don’t hesitate to reach out to us with feedback or questions on anything you come across in this issue. We would also love to hear your thoughts on any topics you’d like to see covered in the future.
Until next time, enjoy this issue of Dazzle.
- Chelsey Tupper, editor-in-chief
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CONSTANT EVOLUTION<br />
Technological advancements. Product or service is always evolving<br />
& does not stay the same for an extended period of time.<br />
Examples: Google Fiber<br />
and Shinola<br />
5<br />
TYPES<br />
OF CHALLENGER<br />
BRANDS<br />
COMPLUSIVE SERVITUDE<br />
Over delivers. Superior promises and services.<br />
Examples: The Ritz-Carlton<br />
and FedEx<br />
FOSTER REJECTION<br />
Creates a “cult-like” following. Focuses only on a very specific<br />
niche audience. Hyper focuses on their target.<br />
Examples: Mini Cooper<br />
and ModCloth<br />
LIGHTNING ROD<br />
Creates attraction. Does the unexpected and adds shock value.<br />
Examples: Dollar Shave Club<br />
and Lady Gaga<br />
WHO ARE YOU?<br />
HERETICAL<br />
Game changer. Takes ideas from other industries<br />
and improves upon them.<br />
Examples: IKEA and Silvercar<br />
18 DAZZLE FALL <strong>2016</strong>
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