Jerry

Andrea Syverson is the founder and president of IER Partners, which has guided and strengthened brands of all sizes with savvy best practices for creating customers for life. Combining her passion of adventurous listening and working across diverse industries, her "outsider-insider" creative branding and merchandising expertise and objectivity has been valued by companies as diverse as Spanx, Ben & Jerry's, Celestial Seasonings, CHEFS and Boston Proper.  She holds an MBA and has dedicated more than 20 years to providing clients both domestic and international with innovative approaches to branding, product development and creative messaging. She is the author of  two books in which she shares her hands-on approach for both brand building and creating customer-centric products that enhance brands: ThinkAbout: 77 Creative Prompts for Innovators, and BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants. You may reach her at asyverson@ierpartners.com.

As I reflected on a client interaction I had this week, I thought about how helpful it is for organizations to learn from the past and then also to let go. I had facilitated a meeting where we tried to embrace failure not as life-over, but simply as feedback—to have a more positive outlook on the unplanned learning lessons that failure brings a brand. It was a tough sell. These young, smart, good-hearted brand builders were perfectionists. They only ever saw A+ on their report cards. Red Fs would have been scarring.

Ben and Jerry's is leveraging mobile applications such as Solitaire and Pandora to advertise its new Greek Yogurt flavors that drive consumers to ultimately find a store. The in-app ad features three buttons: Find flavors, learn more and see flavors. If consumers click on the ad's buttons, they will be directed to a mobile site that is chalk full of information about Ben and Jerry's and its products.

We're huge fans of optimization here at HubSpot. But we also know that optimization can be exhausting. Most marketers have a lot on their plates—it’s enough to try and design a marketing strategy, write an ebook, and hit your monthly lead gen goal without the worry of testing and optimizing everything. So rather than reaching for a gallon of Ben and Jerry’s and hiding until all this bad noise about A/B testing stops, think about how much more efficient optimization can make you in the long run! Because I am an optimization nerd, I think about how to optimize everything—from

Ben & Jerry's is thanking its Instagram followers around the world by turning some of their photos into ads that will appear in local media in the fans’ own neighborhoods. The brand, which currently has nearly 124,000 Instagram followers who "like" its photos nearly 5,000 times per day, is encouraging them to submit photos that "best capture the euphoric feeling that comes with eating Ben & Jerry's," and tag them with #captureeuphoria.

Analytics and reporting firm Simply Measured celebrated National Ice Cream Month in July with a case study: Why Ben & Jerry's is the Most Social Ice Cream Brand.* Simply Measured observes that "social is a core component" of the ice cream brand's marketing and that "with a seamless flow between their website and all their social channels, this isn't just something they 'have to do.' It is something they fully embrace and reap many benefits from." The report lays out the method behind Ben & Jerry's engagement with audiences across its social media platforms, leading with more than 4 million fans on Facebook.

I have always been a cheerleader for the underdogs. They just plain try harder. This is why I favor companies like Caribou Coffee over Starbucks, Frontier Airlines over United Airlines, Ben & Jerry’s over Breyers and Chipotle over McDonald’s. Not only do these “underdogs” try harder, but they also seem more comfortable in their own brand skins. They are original. They are daring. They are independent thinkers. They are the real deal. Is your brand the real deal? I bet your customers know the answer. Stand Out from the Crowd As you look at the vast choices of products and services customers have today,

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