More brands are trying to trademark their hashtags, with 1,398 applications filed around the world last year. American companies submitted the most hashtag trademark applications, followed by those in Brazil, France, the UK and Italy.
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The rise of social media means brands no longer have the degree of control they once did over their own narratives, and that means rebranding exercises have to be conducted with a clear vision, says Brand Zoo partner Phil Battat. "Great brands are about focus, and it takes commitment across the organization to deliver on bold brand promises," he says.
Five Ways to Spot Fakes and Identify Real Influencers. Real influence is measured by a person's ability to influence others' sentiments of a certain brand and drive sales — not their number of Twitter followers. Learn how to spot a fake and identify real influence.
Domino's has released a video game from CP+B on Instagram for its new delivery vehicle called "DXP Adventures." Players receive one letter of a promotional code upon successful completion of each of the four levels of the game.
Starbucks is engaging Twitter users with a quiz to identify their preferred flavor of coffee. The Promoted Tweets then provide a click-thru option to purchase a bag.
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Publishers will soon have a video-ad option with Facebook's Instant Articles, which allows them to publish directly on the social network. The videos can be either autoplay or user-launched.
Twitter has launched a universal site conversions tag that enables marketers to easily monitor conversions. Consumers can also choose not to be tracked by opting out in their privacy settings.
Marketers are expressing increasing confidence in social with 77% saying that it can fuel return on investment, compared to 31% last year, Salesforce reports. Additionally, 39% said that social marketing can have a significant positive impact on return on investment, in comparison to only 9% last year.
Astronaut Eugene Cernan became the last man to walk on the moon in December 1972. He recalls the white heat of re-entry, the stark beauty of watching the Earth rise in the sky above him and the memory of boarding the landing module and looking back on the lunar surface for the last time. "I knew I wouldn't be coming back. That was the one moment when I wanted to stop time," he says.
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