Started From The Bottom - Carney
The Daily Carnage

Started From The Bottom

Brand growing pains.

Be in The Know

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⚠️ Meta is ending third party fact-checking and moving to a Community Notes model.

📷 Getty Images and Shutterstock are merging into one stock photo powerhouse.

⬆️ Reddit launches AMA Ads and Pro Trends to boost ad capabilities

🛍️ YouTube Shopping wants to unseat TikTok Shop in Southeast Asia.

🤖 Meta has deleted several of its own AI bot accounts due to widespread public backlash.

💫 Star Wars fans will love this fun addition to Spotify’s UX.

📈 Infographic: How Starbucks menu prices have changed since 2014.

✈️ British Airways turns the hidden beauty of flight paths into a clever new logo design.

The 7 Levels of Brand Engagement

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Looking to level up your brand from a commodity to a fan favorite?

The first step is understanding where you’re at right now:

Level 0: Your brand isn’t recognizable from other products or services. People are looking for the cheapest or free option.

  • “I’ll buy this unbranded USB-c cable at the airport.”

Level 1: Your brand has an identity and logo, but it’s hard to recognize within your category. It looks like the cheapest option.

  • “I’ll buy this water bottle because it’s cheap and I don’t have a preference.”

Level 2: Your brand has a specific look and message that sets expectations.

  • “This agency looks a bit more creative. I’ll hire them.”

Level 3: Your brand stands out visually in the marketplace. Customers are curious about your brand’s distinctive story and style.

  • “I saw an epic talk from this tech founder and now I’m interested in their products.”

Level 4: Customers vaguely recognize your brand and are primed to try it.

  • “I’ve seen a few ads about this online tool. I’ll try it.”

Level 5: When customers think about your category, your brand is top of mind and the first choice in most buying occasions.

  • “When I need to search, I go to Google.”

Level 6: Customers talk about your brand and get excited about it. They’ll pay extra to get it because it reinforces their identity.

  • “I love to buy Yeti stuff because it makes me feel outdoorsy.”

Level 7: Customers love your brand. They belong to social groups dedicated to your brand. They go above and beyond to remain loyal to it.

  • “I missed an entire day of work to get tickets to Taylor Swift.”

Head to Let’s Talk Branding for a deeper dive.

Smash or Pass 👍/👎

Lord & Taylor returned to its distinctive cursive logo (bottom), calling its 2022 Helvetica logo “a major misstep.”

Lord & Taylor Logo

Quick Mock

Quick Mock

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Classifieds

Place a Classified Ad in a Friday edition of The Daily Carnage for just $99.

What you get:

  • 200 characters 📣
  • An internal link 🔗
  • Your ad lives on our site indefinitely 💛

Let’s get it on the calendar.

John Cena for McDonald's

It’s McValue Season

McDonald’s launched its new McValue platform yesterday with some help from John Cena, their official McValue ambassador, in a social campaign.

Sharing his faves from the new menu, John Cena said in a statement, “I always talk about ‘earning my sunset’ and there’s nothing like heading to McDonald’s after completely crushing your day.”

The more flexible McValue menu will include the Buy One, Add One for $1 Deal and the $5 Meal Deal from 2024, with lots more local and mobile promos to come.

Cena is actually a lifelong Mickey D’s fan, by the way, but he’s probably ordering off the full-priced menu, right?

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Weather Winky, 1948

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