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The Claro Group emerged from a former Big Four accounting firm as a major international provider of economic and financial consulting services. Claro clients are law firms, governments, institutional investors and corporations in major litigation, antitrust disputes, and large-scale insurance challenges. Read more here.

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The Most Memorable Brand Wins and Fails of 2014

By Greenfield/Belser
January 9, 2015
The Most Memorable Brand Wins and Fails of 2014
As we begin a new year, brands, just like people tend to reflect on the year they’ve had. Some succeeded, some failed. Here’s a look back at the winners and losers: http://mashable.com/2014/11/18/brand-wins-fails-2014

As you scroll through the article, you’ll notice the winners were well-thought out ads or videos that went viral. Their budgets varying of course, but the executions were professional, scripted, well-shot, choreographed pieces. How could they NOT win?

The losers were all mishaps with our beloved social media, particularly Twitter. It's easy, it’s quick, but the wrong 140 characters can land not only an individual in trouble, but an entire brand. It’s a catch-22 though, do you give up the reigns and allow your employees to be quick to respond, often leading to brand loyalty, social follows or retweets, etc., or do you reserve your tweets for big news and post infrequently? The answer isn't easy, but in order to be viable in this day and age, you have to trust your employees and let them be constantly alert and responsive. Train them, guide them, but at the end of the day, we all know “people” are behind those tweets and “people” make mistakes. Being an active brand who is responsive outweighs the accidents that may occur.

So cheers to the winners and cheers to the losers who took a chance and have learned from it!