Prezi is next generation content marketing.

It helps you present and share ideas in a naturally flowing storytelling format. It also:

• encourages you to guide the attention of users and lead them through your message;
• forces you to think in concepts and visuals–not bullets and sentences;
• inspires creativity–instead of limiting it;
• allows your audience to see themselves and what they can do rather than you telling them; and
• engages customers at trade shows and marketing events.

Unlike PowerPoint and SlideShare, Prezi is a “non-linear” form of presentation. It is a rich medium, and you can use videos and images within your presentation, as well as include one in your blog, share it on your social networks, or embed it on your web pages.

Here is one way we are using Prezi. Ask us about how we help promote others brands.

View our Prezi: Cotter Visual Communications Builds Visual Brands. You may be asked to sign-up for Prezi at no obligation. If viewing on a tablet or phone, download the Prezi app.
Choose the “autoplay” button in the lower right corner of the presentation box or use the left/right arrows at the bottom center of the box.

Here is how some other early adopters have used Prezi:

• Ogilvy has used Prezis to promote many of its clients.
• TomTom, the world’s leading brand for navigational devices used a Prezi for its annual global marketing conference in Dublin.
• Coca-Cola has made a unique Prezi that explains its strategy for 2020.
• Lenovo has created its own branded Prezi template for its employees.
• CBRE, a commercial estate services firm, made a Prezi to attract prospective interns.

7 guidelines for creating your Prezis:

1     Focus on visuals that tell your story. Focus within your brand.
TIP: If you have access to branded visuals, work with those.
2    Complement your presentation with a short video.
TIP: It gives you a break from speaking.
3     Use motion. Up-down, sideways, and depth, whatever showcases your story best will be extremely powerful and keep people interested.
TIP: Use caution in how you integrate motion so as not to make your audience dizzy. You want to dazzle … not dizzy.
4     Keep it simple. Key phrases, titles and short bulleted lists are all you need to accompany your visuals.
5     Be creative. Apply basic design principles to your presentation.
TIP: If this is not where your talent lies, leave it to the professionals. Too much motion, poor choice of visuals and text colors that vibrate or don’t view against their background will not achieve your intended goal.
6     Get ranked. Google likes Prezi! Your public Prezis will come up high on your search rankings. Another opportunity!
TIP: Make sure your Prezi is accompanied with textual content that allows search engines to better understand the content.
7    Move quickly. Keep in mind the attention span of your audience. 30 seconds and change.

Although most people know Prezi for its “public” online version, the company also offers a desktop variant, which lets you create offline presentations and later view them on Windows, Linux, and Mac platforms. Prezis are not flash and run smoothly on mobile devices. They are versatile and portable!

Which way to go – public or private?

Public Prezis are free and open for all to view online. However, your Public Prezi is open for anyone to view and use. On the other hand, you can create Prezis as a powerful marketing tool.

If you want your Prezis private, opt for the fee-based licensed Prezi.
With licensed Prezis you can:

• Share your Prezis with others online by invitation. They remain private and are only viewable by you and those you “invite”.
• Brand your Prezis with your logo.
• View and create online or offline presentations.
• Download your Prezi to run from your computer, just as you would any other presentation.

Looking for help choosing and implementing the right visuals for your content marketing? Try Prezi! Your presentation and message will easily stand out from the crowd. And if you need help, contact us!

Oreo is seen looking slightly different with each update but always featuring the cookie against a white backdrop with a witty purpose.

The visual black/white theme is consistently used with its message in an accent color of blue – symbolic of happy blue sky. Happy, pleasure and fun is always carried through in the message. Clever visual puns support copy puns. The Valentine sentiment on the creme is a result of their ”Share the love” album. Users share their candy heart messages which are then placed on the cookie and displayed in the album.

One strong theme, “The Rules of the DUNK”, gives fans playful guidelines as to what you can and can’t do with an Oreo.

The “Cookie vs. Cream, pick a side” theme includes an “everybody’s talking about Oreo” video, Oreo Whisper Fight which continues the passion for the cookie. And furthering the dialog, “Choose your side” on instagram @OREO, fans photos are re-created in Oreo cookie or creme by artists dressed in Oreo-style black & white striped shirts.

Oreo’s Facebook page dates back to December 2010 but this most recent campaign began in February 2013 just in time for their Super Bowl ad effort supported by real time genius twitter posts, including the infamous “You Can Still Dunk in the Dark” post.

Brilliant advertising creates a memorable branded experience and a real game-changer. One smart cookie came through on this one!

There were, as always, some sexist ads

What else is new, GoDaddy leads the way again. They win the prize for objectifying women with their ad’s concept of Go Daddy’s “smart” side and “sexy” side. To them, this means a “sexy” female and “smart” male kissing. Really not “smart” or “sexy”! I guess women don’t purchase domains for their tech start ups?

Audi and the prom kiss – So, this means you forcefully kiss your crush at prom without her consent? And Audi  empowers you with what you need to do this?

Miss Representation, a documentary and campaign to change the way women and girls are portrayed in the media, encouraged Twitter users to use the hashtag #notbuyingit in response to sexist commercials and the products they promote. Maybe next year they can find subsidizing for a Super Bowl ad?

Coke Chase – Just tries too hard to entertain. Show girls in a pink bus? Just not clever at all. Go back to the 2012 polar bear which is a bit more entertaining.

Best Buy Amy Poehler ad – Aggressive, inappropriate and annoying, Amy Poehler as Best Buy’s most challenging customer with questions real people ask. Appropriate and human. Although there is the question of stereotyping with the Asian sales rep “expert”.

Calvin Klein ad was a big hit with gay men /straight women … including me. Objectifying men in this role reversal. So these SB advertisers realize that their audience includes women now!

Unique flavor

Doritos have become known for ridiculous Super Bowl commercials with their own unique brand of terror – Goat for sale and the Princess.

Oreo Whisper Fight – This ad wins with great online integration. Choose your side, cookie or cream, on instagram. Although what Oreo lacks in branding, it gains with its incredibly responsive, clever twitpic (below). Clearly the social winner and game changer!

Human interest and love

There are always tear-jerkers in good commercials displaying our human side with love and kindness.

Budweiser Clydesdales, a reoccurring branded theme each year, are a cut above the rest with their human interest stories. They build on their strong brand with the reuniting of the horse and its trainer. The bottom-line touches the “humanness” in all of us.

Jeep’s “Operation Safe Return” – who are they promoting – the Army or the Oprah network? The overall concept of love with its message to America is a good one that works. A warm tribute to our great country and the people who protect it with a spice of Jeep branding at the end. The irony? Perception is that Jeep is an American-made vehicle, which it no longer is. So this fools many and is a misstep in their brand communication.

And the greatest? My top 2 picks…

Number 1
Tide Miracle Stain – The humorous analogy to the religious miracle is just funny. The use of Joe Montana, one of my all time favorite quarterbacks and a SF veteran just tops it off! All in fun and highly appropriate for this venue.

Number 2
The Amy Poehler Best Buy commercial

But no ad beats the 2010 Betty White Snickers commercial.
Top that Super Bowl 2014!

What can you do to help facilitate this connection?

Appeal to your customer’s pain…
Talking about how you’re going to help a potential buyer.

Keep it short and simple…
Our brains respond well to short impactful statements on your site homepage. Focus on the answer to your customer’s “what’s in it for me” question.

Seeing is believing…
What our eyes see connects directly with the unconscious parts of the brain that marketers want to reach. That means you want to make your points (and your website design) as visual as possible. Visuals sell concepts quickly and directly. FYI – facial expressions (human elements) are very effective because we immediately connect with them.

Beginning, middle, end…
Our brains connect with how you begin and how you close. What is in the middle is understated.  Content is king. Craft your words carefully.

Stay simple…
If you’re too clever or too abstract, our brains and your customers are going to want to move on. Content, written clearly in language your customer can understand, connects.

Emotional connection…
Connect on intellect and go beyond facts. Make your customers feel.

By connecting socially with our website visitors and online communications, we can help create conversations, conversions, and long-term clients.

“Our new logo reflects a rebuilt and forward looking AIG – contemporary, dynamic, transparent, and revitalized,” said CEO Robert H. Benmosche, in a press release.
All that in this new visual icon?

Yes. The new design uses a brighter color and a sans serif font lending a trendy, friendly look. I am surprised they didnt use all lower case letters which is also one of the most popular current trends.

Some may recall The Gap’s new logo launch a short time back. It created so much negative backlash that the company back-pedaled to the old logo.

Simple, yes. Effective, no. This minimal change will hardly differentiate AIG in a sea of brands.

Which poses the question: are they trying to create buzz around something without really making a change?

At first, I did not “see” the “R” in “Romney”. For me, it read only “OMNEY”.  Now keep in mind, I am driving, and am seeing this for 2 seconds. I can’t be the only person with a keen graphic eye that has this visual perception.

Yes… we all know his name, but is there something subliminal in this?
Missing the letterform “R” because it appears as a graphic element next to the type is a common graphic faux pas. The symbolic icon for anything needs to read as one seamless unit. In separating one unit as a graphic and one as type, you get 2 separate elements. It interrupts the brain and distracts from the intent which is to instill this name in you and have it associated with something positive, instantaneously.

If the graphic “R” was used as a stand-alone icon and then you had “ROMNEY” in type, it might be more visually effective.

Was the designer a bit too focused on OBAMA?
OMNEY > OBAMA
What do you think?
Just thinking, seeing what I see and sharing.

Disclaimer: The views expressed on this page are not intended to make a political statement.

At first I thought this was a joke but no folks, this IS real.

View the video

I don’t see this as a rebranding effort, although I think they do in their Microsoft way. This is just a visual to represent a change. By revamping its logo, Microsoft is trying to signal that it has changed its thinking and its products to cater to people who are interacting with technology much differently than 10 years ago.

The redesign features the Microsoft name in a lighter friendlier looking font called Segoe which is the default type in Windows 7, Windows Phone 7, Xbox (iirc), etc.  The logotype connects the F and the T, something also done in the original 1975-1979 logo. It includes the familiar red, blue, yellow and green colors used in the flag on Microsoft’s Windows operating system, but the colors will be in a square box instead of the prior curved template. They say those color boxes invoke the tiles that will be central to Windows 8.

On the upside, the new logo is simple which is the top objective in any logo. It is simple, but it is NOT a sophisticated simplicity. It is recognizable and memorable but not necessarily in a positive way. It’s colors and font are friendlier but there is nothing distinctive about this logo and its having the Windows logo in it.

I would say that this logo redesign is a big disappointment … but it is better than The Gap’s redesign.

The visual identity has been refreshed, as they say, with ‘distinctly bright visual graphics and images that reflect company and consumer values of optimism and a bright outlook today’.  New branding will appear on the brand’s website, all packaging, advertising and other marketing materials.

The new Kelloggs logo looks like the same visual signature, apart from the color. The differences are very subtle and will hardly be noticeable by consumers. But, it is a “refresh” not a “new” logo. As stated by Kim Miller, senior vice president of global brands at Kellogg, “By refreshing our brand in ways consumers will continue to relate to, we can build on current relationships and establish strong new ones for the future.”

In the image above I have placed the new visual over the old. By fading the old to pink, we can see how subtle the changes really are and where the letters slightly differ.

Here are the differences:
• new darker red color replacing the more vibrant red
• all the letters are now joined except for the K
• the K as a letter has all its elements connected
• the thicker areas of some letters are trimmed down and not quite as pudgy

More of the change to the brand can be seen with its digital strategy.

A new strapline, ‘Let’s Make Today Great’ has been introduced; and the positioning aims to convey ‘a more conversational tone that supports the relationships consumers desire to have with brands today, particularly in the social and digital worlds’, according to the brand. The move places digital and social media “at the core of its engagement efforts.” Kellogg’s US joined Twitter to further engage fans and to help promote its London 2012 Olympics sponsorship of eight Team USA athletes which it’s also showcasing on its Facebook page.

Below, Kellogg’s “Team Kellogg’s” Facebook app promotes its Team USA sponsorship:

The new brand identity with its bright graphics, vivid colors and real stories conveys the upbeat sentiment of a new day while reminding consumers of the importance of a good breakfast. Kellogg’s also makes a connection with consumers by including their community projects – “Team Kellogg’s” and “Share Your Breakfast” program – on the homepage banner.

A far cry from where they were in 1963 in print. How times change and sometimes change can be good!

“Exelon and Constellation form the nation’s leading competitive energy provider — a whole that is truly greater than the sum of its parts,” said Exelon President and CEO Chris Crane. “Our new brand reflects the new Exelon and our belief that our high-performance energy is the engine of progress. Every day we are focused on maximizing the potential of energy — safely, reliably and sustainably.”  “Exelon’s Constellation business unit has adopted a new logo with the same symbol and typeface to reinforce the connection between the companies and to allow them to leverage each other’s brand.”

“The new logo depicts the company name beside a symbol inspired by a flag to represent that Exelon is leading the charge. The flag has three colors inspired by Exelon’s commitment to progress, customers and sustainability. It features parallel lines to reflect the many businesses, stakeholders and perspectives working toward a common goal: driving progress for the customers and communities that the Exelon family of companies serves.”

For good or bad, the flag appears to form an “E” – possibly representative of the “E” in “Exelon”. There is also a significance in the “3”, not only with the above mentioned, but with their 3 energy partnerships: environmentally preferred power, natural gas and electricity.

The 3 new colors are appropriate “energy”-like colors and a bit brighter than the old colors. It is easy to see the fluidity and movement of the “E” enhanced, not only by its skew, but by the addition of the subtle blends within the parallel lines. This will also allow it to adapt well to animation and morphing. The new sans-serif font is similar to many other new visual brands which are migrating to a more playful, happy, youthful, vibrant and energetic look and feel.
See the new visual brands for Kraft and Aetna.

Here is where I see the value in using Pinterest for business.

• Pin items to engage people. Tap into peoples emotions. Tell stories with pictures. Increasing engagement with people is a brand builder.

• Add visuals that will resonate with your brand community. Focus on the impact your visual messages have on people.

• Pins can show what people can do with your product and where it can take them.

• Learn what people like by watching your repins.

• “Like” other members pins, “follow” members and make comments on pins. These all help make you social and build your brand community.

• Allow others to build your brand. Create group pinboards where you invite others to pin content. This builds you a brand community around a subject or interest.

• Although it is not meant to be used as your online catalog, keying the price of a pinned item in the description field places a price banner on the corner of your pin. Clicking any photo will take you to the web site of the pin’s origin.

You definately need to focus on visual branding to be successful on Pinterest. Visual collateral like infographics, videos, whitepapers, photos, are all effective.

Find your audience

Each social media site has its own demographic. For Pinterest, that demographic is largely female. If your small business appeals to men, consider Gentlemint, Pinterest’s male counterpart. Pinterest users are designers (all types), marketers, online retailers, fashion boutiques, home goods, restaurants, food brands, auto manufacturers, and even GE and other large corporations.

Use Pinterest for indirect marketing, not direct marketing.

Strategize on how you are going to use it. What boards should you have to support your brand? Telling your story with pictures is easy, right?

Building your boards…

• Keep your boards relevant and well organized.

• Remember… your content helps convey your brand. What is the culture of your company? What causes do you believe in? Who are your people, who are your customers and what do they like?

• Let your brand’s personality come through in your pinboards. Think about what brand related info/content will resonate with your customer, make those topics your boards based on their interests.

• Stay focused. Try to add only relevant pins to your boards. If a pin doesn’t fit any of your existing boards, create a new board making sure it is in keeping with the brand.

• Pin, not only your products, but more importantly, how your products make people feel and how they add value to their lives.

• Pin images that might represent a challenge for your customer, conveying your solution.

Research!

To see boards and pins you will need to join Pinterest. Then use the Pinterest url with the companys name after it (no spaces) like this, <http://pinterest.com/companyname>. You can also search for pins by subject matter.

Here’s how a few companys use Pinterest and a sampling of their board topics.

• Whole Foods has attracted more than 19,000 followers for its “Super Hot Kitchens” board.

• West Elm – (for the home) Color Block, Modernist, Naturalist, Stripes, Spotted, Moroccan Style, Globalist, Revivalist

• General Electric – Inventions, Inspirations, Projects, Garages, History

• Honda – Things to do in a CR-V. Contest: Pintermission- active pinners are given $500 to take a 24-hour Pinterest break, to get out and do some of the stuff they’re pinning about.

• Scholastic – Classroom Ideas, Summer Reading

• Chobani (Yogurt) – Recipes, Ideas, Nutrition, Dieting, Staying Fit

• Sports company’s like Nike might want to show some products but what people really want to get a sense of, is where Nike products can take them, so include both.

• ModCloth (trendy online fashion retailer) – Textiles Style, Magic’s in the Makeup, Behind the Seams. As they say, what inspires us.

• ASPCA – Adoptable, Pet Care Tips, Plants Toxic to Pets, Animal Advocacy

• Oprah – Quotes We Love, Great Buys, Desserts, Fancy Feet, Places Oprah Loves, Say Thank You (videos of fans saying thank you)

• Lowes – 50 Projects Under $50, Bathroom Inspiration, Family Projects, Organize, A Real Pet Project, Bedroom Dreams

• Newsweek – Best Pictures of Last Year, History, Nature, Sport, Sailing

• Contant Contact – How Tos, Infographics, 10 Strategies, Tips, Best Practices, Life at Constant Contact, Brand Timeline

A picture is worth a thousand words! Pinterest’s phenomenal growth is a testiment to the power of visuals. See us on Pinterest.