The Marketing Struggles of Prolonged Consumer Attention by Kevin Dwinnell

Marketing can be a lot like the singles bar — the 15 and 30-second shot, the photo shoot for the magazine spread, the flash banner. It’s all the equivalent of “the look,” “the line” or, in my case, the spilled drink. It’s about attention getting and breaking through the clutter. Despite the splintering of consumer’s attention, brilliant creative can still capture attention.

Unfortunately, marketing is more frequently being asked to do more than create the introduction. It’s being asked to go along on the first date, hang out with friends and commit to the long-term. Marketers can’t just rely on that air-brushed image to do all the work. (If I’m not clear, seek out Cyrano De Bergerac or Steve Martin’s “Roxanne” for clarification.)

Marketers have to show more depth, be interesting and generally be something you want to spend time with. When you’re with that consumer over extended periods of time, you’re going to see the less-than-glamorous looks, the things you wish never got said — you’re going to be in a relationship.

Brand Thunder’s Booms! are in the long-form of marketing since we create a persistent presence between a brand and their online consumer. Here’s what we see working around the web:

News Feeds

You’re giving fans the news as it happens. It’s like calling your friend so you can share.

Twitter

This is a great product to use and great content for your site or application. But it goes beyond the instant updates, it’s about allowing personalities to emerge and represent your brand. They will be their own brands (@THE_REAL_SHAQ) helping their affiliated brand (Cavaliers). They will be people that emerge and positively affect your brand (@ComcastCares). Though you’ll undoubtedly see the occasional slip up.

Images

Photos and videos are an easy way to let your fans keep up with current activity and catch up on what they may have missed. By offering this content, you let them know you wish they could have been there.

Commerce

Seriously. You’re fans want your stuff, so make it easy for them. Better yet, make it valuable. Our sports clients are letting fans know about available tickets, especially during high-demand periods like playoffs, to great results.

We are big advocates of the open flow of information back to your fans. It’s not always going to be pretty or perfect, but it’s going to be interesting and it’s going to build mutual respect. And mutual respect is vital for any relationship — marketing or otherwise.

Posted in Commentary | Tags: advertising, brand, brand thunder, Brand Thunder Boom, Branded Browser, custom browser, marketing, Marketing and Advertising | No Comments »

Brand Thunder Signs with WeatherBug to Bring Integrated Weather Content to Custom Browsers by Brand Thunder

COLUMBUS, OH — August 20, 2009 — Brand Thunder LLC (http://www.brandthunder.com), the custom browser specialists, announced today an agreement to include WeatherBug content within its branded browser experiences.

Brand Thunder reworks the visual style of a browser theme to match the colors, logos and imagery of its partners while also adding content and functionality to the browser. Brand Thunder now includes WeatherBug content as part of its capabilities portfolio enabling clients to better tune their customized browsers to the needs of their end users. Through the WeatherBug API, Brand Thunder can integrate weather into virtually any location on the browser; ensure the appearance works within the unique design of each browser; and provide one-click access to the full extent of WeatherBug content on WeatherBug.com.

“We’re pleased to have a premier brand, like WeatherBug, as our partner,” said Patrick Murphy, founder and CEO of Brand Thunder. “Weather impacts so many daily decisions, from simply deciding what to wear, to whether to act on the browser alert about recently released tickets to the next Major League Soccer game. I’m glad this is now available as an option for our users and clients.”

“Brand Thunder provides a great affinity product for both its users and clients. The inclusion of weather is a logical extension of its value proposition and we’re proud to bring our live local weather to the platform,” said Alan George, Director of Business Development for WeatherBug.

Brand Thunder’s browser Booms! are free, lightweight active customizations that can include themes, toolbars, sidebars and other content or functionality. Users can switch real-time between any installed Booms!, or change from a full Boom! view to a small Boom! (toolbar only), all without restarting the browser.

About Brand Thunder:
Formed in April 2007, Brand Thunder creates custom-browser experiences. Brands enjoy a more persistent connection to their Internet consumer through the custom browser Boom!, which increases website visits and revenue. Through a software installation, end users change the look and feel of their Internet browser into an immersive experience from their favorite sports team, entertainment franchise or Internet site. The custom browser Booms! feature official logos, colors, content and functionality, but can also extend capabilities including video, music players or other Internet widgets. Current business partners and clients include the Huffington Post, Major League Soccer, NASCAR, NBA, NCAA, NFL, NHL, Universal Music and Yahoo!. Samples found at http://brandthunder.com/gallery/.

Contact:
Patrick Murphy, CEO
Brand Thunder, LLC
614-304-1316

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Posted in News, Press Releases | Tags: brand thunder, Brand Thunder Boom, Branded Browser, custom browser, WeatherBug | No Comments »

Brand Thunder and Columbus Dispatch Deliver First Daily Newspaper Browser Experience by Brand Thunder

COLUMBUS, OH — August 19, 2009 — Brand Thunder LLC (http://www.brandthunder.com), the custom browser specialists, announced today the availability of the Columbus Dispatch Boom!. The first product of its kind to serve the audience of a daily newspaper, this browser add-on is designed to strengthen relationships and enhance loyalty between The Columbus Dispatch and its readers and subscribers.

The Dispatch Boom, available at http://www.dispatch.com, customizes the user’s Internet experience by enabling seamless and fast access to Dispatch news stories and content. Users will find links to key sections in the paper, a newsreader and a sidebar with news summaries for the Buckeyes and Blue Jackets plus tools for reaching The Dispatch and managing subscriptions. It also features the Surf Canyon search enhancement to help users find Dispatch coverage of news and events. Any search for news terms, regardless of the search service being used, will return Dispatch stories at the top of the results page helping users to quickly find their paper’s coverage of a story. The Boom! offers two distinct looks: one with a view of the Columbus skyline and the other with a look into the ‘Shoe, Ohio State University’s football stadium.

“There’s strong appeal to reading the morning paper and there’s an equally strong desire for the immediacy of news over the Internet,” said Phil Pikelny, Vice President for Dispatch Digital & Chief Marketing Officer at The Dispatch Printing Company. “A Brand Thunder custom browser is a great way for our readers to stay informed when online.”

“The browser offers several ways to get breaking news to users, which makes it ideal for a newspaper and its readers,” said Patrick Murphy, founder and CEO of Brand Thunder, noting that Dispatch.com is the No. 1 local Web site in the Columbus market. “We’re happy to serve our hometown paper which we hope will be only the first among many newspapers to offer this exciting software to their readers and subscribers.”

Brand Thunder’s browser Booms! are free, lightweight, active customizations that can include themes, toolbars, sidebars and other content or functionality.

About Brand Thunder:
Formed in April 2007, Brand Thunder creates custom-browser experiences. Brands enjoy a more persistent connection to their Internet consumer through the custom browser Boom!, which increases website visits and revenue. Through a software installation, end users change the look and feel of their Internet browser into an immersive experience from their favorite sports team, entertainment franchise or Internet site. The custom browser Booms! feature official logos, colors, content and functionality, but can also extend capabilities including video, music players or other Internet widgets. Current business partners and clients include the Huffington Post, Major League Soccer, NASCAR, NBA, NCAA, NFL, NHL, Universal Music and Yahoo!. Samples found at http://brandthunder.com/gallery/.

Posted in News, Press Releases | Tags: brand thunder, Brand Thunder Boom, Branded Browser, brandthunder, Columbus Dispatch, custom browser, Surf Canyon | No Comments »

How to Write Better Headlines and Multiply Your Traffic by Kevin Dwinnell

I wish I could offer all the advice you need in this one post. Fortunately, the “How to” portion is only a click away. Copyblogger has a great series titled “How to Write Magnetic Headlines” and it’s worth your time to study. If you’re really feeling time pressed, then check out Stuart Brown’s “How to Write Great Headlines.”

I’m having you start with the headlines because I’m making the assumption you’re already producing some kind of content. I’m also assuming that if you’re one of our clients, or want to be, you have an audience you’re trying to engage with your content. If you’re not using well-crafted headlines, you’re missing a big opportunity.

Whether you’re using one of our browser Booms!, a toolbar, widget or simply an RSS feed, your news and content is the everyday reminder for your audience to return to your site. A great headline can be the difference between curiosity and a click. We’ve seen it with the click-through in our Booms!. When the news ticker is used, it captures a good percentage of overall clicks from the browser. For the clients who have compelling headlines, the traffic volume can be significant.

I’m just using our product as a reference point. Regardless of the vehicle being used by the consumer, if they’ve downloaded an app or subscribed to your RSS feed, they’ve demonstrated their commitment to what you provide. It’s to your mutual benefit to entice them with well-written headlines.

Fortunately for you, if you’re not doing this today, RSS is the common delivery mechanism. It is not a major development effort, but it can be leveraged across multiple apps and feed readers making it a major driver of traffic. If you’re already using RSS, then make sure your headline-writing skills are polished. You can improve your results several times by moving the quality of your headlines from mediocre to good.

Posted in Commentary | Tags: brand thunder, Brand Thunder Boom, Branded Browser, Copyblogger, custom browser, Feed Readers, RSS, Syndication and Feeds | No Comments »

Brand Thunder Brings a Little Fun to Custom Browsers with Come2Play by Brand Thunder

COLUMBUS, OH (PRWEB) August 13, 2009– Brand Thunder LLC (http://www.brandthunder.com), the custom browser specialists, announced today an agreement to distribute Come2Play games within its custom browser experiences.

Brand Thunder’s browser customizations provide marketers with a more persistent connection to their customer whenever they are connected to the Internet and regardless of the web page they are viewing. The company’s growing client list includes the NFL’s Indianapolis Colts, the NBA’s Orlando Magic, the NHL’s Pittsburgh Penguins, Universal Music Group, NYC’s Hot97 Hip Hop and R&B radio station and more. The addition of Come2Play will offer more incentive for the user to interact with the browser’s content for extended periods of time. Come2Play games can be made available from the browser toolbar or integrated into the browser’s multimedia sidebar.

“Come2Play has demonstrated a remarkable ability to create engagement and improve retention,” said Patrick Murphy, founder and CEO of Brand Thunder. “Engagement and retention is core to the value proposition of our customized browsers as well and we think Come2Play will enhance that value even more.”

Brand Thunder’s browser Booms! are free, lightweight active customizations that can include themes, toolbars, sidebars and other content or functionality. Users can switch real-time between any installed Booms!, or change from a full Boom! view to a small Boom! (toolbar only), all without restarting the browser.

About Brand Thunder:
Formed in April 2007, Brand Thunder creates custom-browser experiences. Brands enjoy a more persistent connection to their Internet consumer through the custom browser Boom!, which increases website visits and revenue. Through a software installation, end users change the look and feel of their Internet browser into an immersive experience from their favorite sports team, entertainment franchise or Internet site. The custom browser Booms! feature official logos, colors, content and functionality, but can also extend capabilities including video, music players or other Internet widgets. Current business partners and clients include the Huffington Post, Major League Soccer, NASCAR, NBA, NCAA, NFL, NHL, Universal Music and Yahoo!. Samples found at http://brandthunder.com/gallery/.

Posted in Press Releases | Tags: brand th, brand thunder, Brand Thunder Boom, Branded Browser, come2play, custom browser | No Comments »

Have a great read and don’t forget to reTweet – Keeping up with B/T by Kevin Dwinnell

If you’re like us, you like to keep up with companies, news and opinions across the web. And, we’re probably like you in that we offer different ways of communicating what’s going on and what we deem as relevant. To help you sift through the delivery vehicles, I’m providing an overview of each one. Then you can choose one or two that fit your needs best, or simply follow the links and sign up for all of them.

Twitter:

Follow: brandthunder http://twitter.com/brandthunder It’s company insight and more. Patrick must be the speed-reader in the company. He gets through more blogs, articles and newsfeeds in a morning than I can all week. If you want a grasp of the best of Internet business news, his take on current company activity and the occasional compelling gadget – following us on Twitter is a great way to go.

Newsletter:

Another easy method to keep up with company news and activity is to sign up for our email newsletter at http://brandthunder.com/stormreport. What I appreciate and respect about the newsletter is that it’s news, when it happens, and not on a schedule. We’re not going to put something in your mailbox until there’s something worthwhile to put there. No clutter, just the goods.

Blog:

Our blog continues its evolution. We’re on a publishing pace of once or twice a week. What you get is a range of news and information about the company, insights into our industry (which I view as interactive marketing, but am open to feedback and requests for information) and some insights into the life of a company in the midst of its early growth stage. You can always read it on our site, and visit our Gallery while you’re here to see the latest browser Boom!, or get the blog in your favorite reader with this URL: http://brandthunder.com/feed/.

Facebook:

Another easy way to get the new news bits… become a fan on Facebook at http://www.facebook.com/brandthunder. It makes us happy and it’s guaranteed to impress your friends – or something equally good (I need to check my legal disclaimers). :-)

I hope this helps, and we hope to see you in more places.

Posted in Commentary | Tags: Blog, brand thunder, Brand Thunder Boom, business, Facebook, Interactive marketing, On the Web, Social network, Twitter | No Comments »

Brand Thunder Heads to Blueland – Atlanta Thrashers Launch by Kevin Dwinnell

We’re continuing our progress with NHL teams with our latest launch – the browser Boom! for the Atlanta Thrashers. First, you have to check out the design. As we head into the heat of summer, this is one Boom! that will provide a little chill. Take a look at the screen shot in our Gallery or on the Thrasher’s site and see what you think.

We’re launching just in advance of the Thrashers Draft Party. If you can’t make the party or aren’t local to Atlanta, Thrasher fans can still enjoy the latest news and videos delivered right into the browser. The links to the team’s blog and message boards will keep you in touch with the drama of this year’s picks and trades.

You start to see why our product is finding a solid audience with sports teams and their fans. With the Internet and cable TV, sports are a year round effort – for any league. While the Pittsburgh Penguins just earned the Stanley Cup in a stellar series for the rest of the league, fans are already turning attention to next year and it’s teams like the Thrashers that are right there with the fans.

Posted in Commentary, News | Tags: Atlanta Thrashers, Brand Thunder Boom, Branded Browser, custom browser, Ice hockey, National Hockey League | No Comments »

Congratulations to Stanley Cup Winning Pittsburgh Penguins! by Kevin Dwinnell

We’re thrilled that our clients, the Pittsburgh Penguins, have won the Stanley Cup. If you want to join us in celebrating, customize with your browser with the Pittsburgh Penguins browser Boom!, which you can download here. If you want to relive the highlights of the historic 7-game series, click the Media button in the Penguins Boom! or go to the Penguins TV Online here.

Way to go, Penguins!

Posted in Commentary, News | Tags: Brand Thunder Boom, Branded Browser, custom browser, National Hockey League, Pittsburgh Penguins, Stanley Cup | No Comments »

Word About Canvas is Getting Out, Visualize the Browser You Want by Kevin Dwinnell

Almost two weeks ago, we launched “Canvas” Brand Thunder’s latest browser Boom! – a tool that gives you a totally personal look to your browser when you add any photo or image to it. It’s a completely unique experience when it comes to browsers.

Yet like every other “brilliant” idea on the web, now comes the hard part of telling the world. Fortunately, we’re starting to make in roads there as well. Last week, the product got picked up by a couple nice sites:

StartupMeme, a technology blog, gave Canvas a thorough review at this link.

Examiner.com’s Internet and Technology Examiner gave it a try and posted his thoughts here.

Tech Ravings, a blog from a pretty talented 15-year old, raved about it here.

It’s good to see we’re hitting all demographics.

You can find out more at our Canvas page or at the Mozilla Add-ons site (where its also gaining a following and good reviews!).

And thanks for helping us spread the word.

Posted in Commentary, News | Tags: brand thunder, Brand Thunder Boom, Branded Browser, Browsers, custom browser, firefox, Mozilla Add-ons | No Comments »

Brand Thunder Reaches One Million Downloads by Kevin Dwinnell

We hit a great milestone today – our millionth download. That’s a big number for a small company, and a lot of factors go into these kinds of accomplishments. Here are three top ones for us, and they’re at the top because they go back to day one:

Brand affinity, leveraging the bond between brand and its fan

We’ve added some great names and companies to our client list – top brands in their respective industries. Top brands are typically very attuned to the needs of their customers. Few products offer the connection to the consumer that Brand Thunder Booms! create, and these companies understand that and their fans are responding.

Personalization, let the user shape the experience they want

People love to personalize. We deliver against that desire with big name brands and also our own topical products. We’ve been creating holiday oriented Booms! since Christmas. We also launched Canvas – a product unequalled in the browser space today. We’re giving the user the ability to change their browser to whatever they want, whenever they want.

Hustle, trying to turn an idea into a business before the money runs out

There’s a lot of hard work that goes into any startup. We’re no different. We really can’t believe we hit this number already. There’s so much more that we need to get done. We’re constantly trying to improve our product, process and deliver new and exciting capabilities – you know the drill. We try to maintain the vigor needed to make a startup a viable business.

For this moment, however, we can see we’re beginning to make a difference. Each day brings its little wins, and over time they start to add up.

To our clients and users who are helping in their own way – thank you.

Posted in Commentary, News | Tags: Brand Thunder Boom, Branded Browser, brandthunder, custom browser, Personalization | No Comments »