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Posts Tagged ‘branding’


Google Introduces A Re-Brand For Marketers

Thursday, July 5th, 2018
Google Re-brands

Recently, Google announced some big changes that would be coming to their marketing tools with the hopes of making the wide variety of products easier to understand and use. Google continues to dominate the search engine marketing landscape and staying ahead of the ever-evolving technology means continuous innovation and, often, new and revamped products. Over the years, Google customers have requested that Google simplify their portfolio of products. As of this month, the wait for a streamlined portfolio is over.

What Changes Are Coming To Google Marketing?

Three major changes make up this new re-branding effort.

  1. Google AdWords is becoming Google Ads
  2. DoubleClick and Google Analytics 360 are becoming the Google Marketing Platform
  3. DoubleClick For Publishers and DoubleClick Ad Exchange are becoming Google Ad Manager

According to Matt Lawson, the VP of Ads Marketing at Google, “this change signals that our ad offerings are about more than search.” The ability to communicate that Google’s marketing console includes much more than the standard search engine marketing capabilities is going to be a big win for the search engine giant.

Let’s Talk Google Ads

Dropping the “words” from Google AdWords doesn’t mean that Google is abandoning the keyword aspect of their marketing offerings, though. SEOs of the world – no need to fret! The re-branding to Google Ads is more indicative of the display, video, and app buying that is offered through Google, as well.

Why Combine DoubleClick And Analytics?

As the technology to collect information evolves, the usage of that data is becoming more and more prevalent in the marketing world. The fact is, if you’re not operating on a data-driven strategy, your marketing is probably not performing the way it could be.

Many Google consumers are already using both DoubleClick and the Analytics Suite, so why not bring them together? Lawson says, “The reality is when you combine advertising and analytics you get better insights into the customer journey and are able to drive better results.” By integrating these two products, it becomes easier to understand, execute, and optimize your campaign elements all in one place.

Can Google Successfully Re-Brand?

This isn’t the first time Google is making the effort to re-brand some of their product offerings. As marketers, we know better than most of the failed re-branding efforts that have saturated the marketing – GAP’s record-breaking new logo that lasted all of one week comes to mind. Marketers and customers alike can be skeptical of change, but this re-brand does appear to be 100 percent customer-centric.

Renaming and reworking the marketing product offerings that Google has doesn’t stem from the need to acquire more users, but rather the user’s need to understand and use the products more effectively and efficiently. While veteran users will likely still refer to the products by their original names, as demonstrated by the shift from Google Webmaster Tools to Google Search Console, new users can glean a better understanding of what marketing tools the search giant has to offer by name alone.

Ultimately, this is a nod towards what the future of marketing with Google has in store. We’re looking forward to this re-brand and everything it symbolizes in the digital marketing world.


Do you need help transforming data into effective marketing tactics? Contact the experts at FiG Advertising + Marketing today to learn how digital marketing can move your bottom line.

Bringing A Greater Purpose To Life With HopeNWellness

Friday, April 27th, 2018
Feeding America

A long-time client of ours is expanding his reach to help the community. Chiropractor and owner of Ideal Health, Dr. Greg Funk, launched HopeNWellness, an online affiliate of Metagenics supplements. Fifty percent of the sales through HopeNWellness go to Feeding America, which helps provide food for hungry families in the United States.

The Story Of HopeNWellness

As a practitioner of alternative medicine, Dr. Funk is passionate about helping his patients live happier, healthier lives. He believes that the body can be harnessed as a tool to improve overall wellness, but under certain scenarios, it needs a little assistance.

In order to help his patients live a well-balanced life, Dr. Funk turned to Metagenics. Metagenics creates all natural supplements that aid the body in becoming the all-powerful tool it has the capability to be. From immune health and function to muscle, bone, and joint health, Metagenics has products to support any weakness that is holding you back from reaching your full potential.

As Dr. Funk started recommending Metagenics products to his patients that were presenting with problems that required additional support, he began to consider how he could make an even bigger impact on the community and its wellness. With two daughters at home, Dr. Funk has always been devoted to the youngest of generations. In seeking a way to fulfill a larger purpose, Dr. Funk found the organization, Feeding America. With more than 13 million children and 41 million Americans facing hunger every day, he didn’t think twice about forming a partnership.

FiG Advertising – Your Partner For Affiliate Marketing

As a partner of Metagenics, Dr. Funk sells the products on behalf of the parent organization. He needed someone to develop a site that would be compatible with the Metagenics e-commerce website, as well as build a loyal audience who are as passionate about the cause as he is.

The Naming Process & Logo Design

HopeNWellness

Dr. Funk worked closely with our graphic designer to develop a brand identity that represents everything this project means to him. That started with the naming of his organization. The name HopeNWellness encompasses the two key goals for the organization – hope for Americans that are unable to get sustenance on their own and wellness for all, achieved through nutrition, supplements or both.

From there we went into logo development. The final product resulted in two lines that cross to form a circle, which represents the two key goals of hope and wellness and how they work together to create the complete picture of overall wellness.

Website Design & Marketing Automation

The website followed. Designed with the HopeNWellness brand standards, we created a comprehensive blog site for consumers to get detailed insight on Metagenics products. All the content is set up with marketing automation software to distribute to current and potential consumers, as well as included in a robust social media campaign to increase overall awareness and engagement.

Dr. Funk and our content writer will be teaming up to generate content each month to help the target audience get to know Metagenics and HopeNWellness.

We are honored to be working with Dr. Funk to help bring this project to fruition for a greater purpose.


If you’d like to learn more about the organization HopeNWellness serves, Feeding America, click here.

If you’re interested in learning more about Metagenics, you can visit the HopeNWellness site here.

Finally, if you have a dream project that you’d like to pursue, contact the branding and marketing experts at FiG Advertising + Marketing today to schedule a consultation.

The 5 Love Languages of Branding

Wednesday, October 12th, 2016
5-love-langs-book

The New York Times bestseller, The Five Love Languages by Gary Chapman, gives us insight into the most effective ways to communicate love. He outlines the five languages as Quality Time, Words of Affirmation, Physical Touch, Acts of Service, and Gift Giving. Chapman asserts that everyone has a primary love language, but not everyone shares the same one. And therein lies the friction in many relationships. One person’s primary language may not match their partners, so they simply don’t communicate their love in the language in which the other can hear it.

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Small Business Opportunities with Snapchat

Tuesday, October 4th, 2016

The last two months we offered you a crash course in Snapchat 101 and outlined some of the unique features of the phone application. This month we are going to discuss some of the small business opportunities with Snapchat.

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