Guardian

POV

Ello could be a liability for your brand [GUARDIAN]

HERE/FORTH CEO, Paul Armstrong, was recently asked by the Guardian for the advice he would give brands when it comes to the new social network - Ello.  An already interesting proposition, the network recently went the unusual route of self- imposing legislative measures so that it can never place advertising on the site or sell user data - partly as a show of faith to users but also some clever PR highlighting Ello's differentiation to sites like Facebook.  Growing at +35,000 members per day - Ello remains an interesting new platform but where does the latest move leave brands?

[FULL ARTICLE]

The issue for brands is scale. While it’s all well and good to have a popular network, if your message cannot scale quickly, the return on investment will be time rich and results poor depending on the strategy.
— Paul Armstrong

POV

Are you creating "Brandfill"?

HERE/FORTHs, Paul Armstrong, was recently asked for comment by the Guardian about the emerging trends in Content Marketing and what brands should be careful of.  

Get ready for some harsh truth...

Transient
The theme may be newsworthy, but it will do little to build their brand values – and could even damage them, Armstrong warns. “Brands are jumping on the news of the moment and putting something out for clicks and engagement. But my worry is, what does it do for them in the long term? It stays in people’s minds.” He wonders whether some of the brand activity surrounding the Royal baby – he mentions ads by Oreo and Coke – really have enough synergy with the event to justify their activities. Oreo tweeted a picture of a baby’s bottle on a stately looking cushion, with an Oreo biscuit balanced beside it.
— Paul Armstrong

POV

3 very good reasons why you should tread carefully with native advertising.

Some interesting tweets from the #GDNCMS Conference by the Guardian appeared this morning and there was heated debate about algorithms being better than young planners, innovation and native advertising was unsurprisingly a big part of the day’s talks. Words like authentic, hoodwinking, value and engagement were banded about and there are clearly those that are ready to merge these worlds and others that are clearly opposed to it.