If you want to brand with the best companies, you have to observe the best companies. At BrightBox, we keep an eye on all brand trends to make sure we’re on top of our game.

Now we’re bringing our observations to you. At the end of each week, BrightBox will offer you a look back at last week’s branding and get some perspective on what took place. Enjoy.

Facebook Upgrades Content Targeting
Facebook is broadening its ad targeting capabilities for paid advertises. Formerly, such advertisers could target based on only region and language. Now, Facebook will allow users to target based on more complex psychographics, such as gender, relationship status, education, workplace, language and geography. Facebook expects that targeting will decrease overall impressions but improve viral interaction and feedback. These capabilities are rolling out over the next week or two.

Source: Mark Walsh, Online Media Daily

Proctor and Gamble Focuses Advertising on Developed Markets
In the face of slipping share on its home turf, P&G is focusing its advertising on home markets. P&G said earlier this year that it would cut staff and marketing by 10%, a move that signals focusing on the bottom line rather than revenue growth. Is the company’s shift a good reminder that even global giants need to stay lean in the face of challenges or an odd play in the face of potential growth. Marketers will just have to wait and see.

Source: Jack Neff, Ad Age

Diageo Makes Facebook Central in Social Marketing
Diageo, one of the world’s alvohol giants, is using Facebook as a central part of its campaigns, says CMO Andy Fennell. “What we’re trying to do is use Facebook as an accelerator of our ideas rather than see it as its own standalone thing,” he says. Fennell interviews and talks about big-time commercials and his role on the Facebook advisory council.

Source: Emma Hall, Ad Age

J. Crew Goes Dress for Success
In an attempt to get back to its core audience, J. Crew has launched an ad campaign focusing on back to school shopping and general business wardrobe building. The ads will focus presenting stylish clothes that are office appropriate to remind the brand’s main wearers to continue buying its clothes. “We are speaking to people who appreciate our style, quality and design, and the ads do so in a quirky and clever way,” said J. Crew CMO Diego Scotti.

Source: Elizabeth Olson, New York Times

Martha Stewart All About Twitter
Martha Stewart’s history of advertising includes reaching audiences through a broad variety of channels—radio, television, magazines, newspaper interviews. But lately, she has digitized with websties, apps and blogs. She also tweets… but limits her time on Twitter to five minutes a day. Stewart, one of America’s most well-known brands, shares her tips and insights to managing Twitter.

Source: Hillary Batchelder, SmartBlog

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