Although the company has existed for decades, the expensive products are turning heads now in a new way. Why?

Part of the interest has to be the prestige element of the brand: the high price and quality of their coats have made them common sights for celebrities, and the association with an older, established company gives the brand something of a reputation. The Washington Post reports that the company’s sales grew by $175 million last year.

In a piece for Boston University Today, management professor Susan Fournier examined the way that Canada Goose has managed to grow itself in a relatively short period of time. Notably, the company has not spent too much money on advertising, but Fournier says this helps create a mystique around the brand that gives it extended value to customers.

“The beauty here is they don’t have a marketing campaign with a capital M, meaning traditional stuff,” she said. “Instead, they’re doing cultural branding. Cultural branding means you want your brand to naturally become part of the culture—in other words, placing the products into the audience where you want it to gain traction.”

Standard online channels can still offer support for a “cultural branding” initiative if companies use them to monitor the presence of a particular brand name or hashtag as it grows. Using a controlled strategy could, in this way, give companies that feeling of authenticity and superiority that drives users to more actively seek them out, rather than the other way around.

The premise of the show, which will debut next month, sees former “Saturday Night Live” actor Will Forte as the titular human traveling around an unpopulated post-apocalyptic world. In keeping with this theme, thousands of flyers designed to look homemade have appeared throughout the country, according to the Hollywood Reporter.

In addition to an in-character picture of and message from Forte, the flyers also contain a phone number for viewers to call and theoretically get in touch with him. The source says that some callers will actually get the chance to speak to Forte this way, while most will be directed to voicemail. The real-world marketing efforts don’t stop there: The show will also be promoted via themed “survival” vending machines and contests.

Combined with the other tactics being used to promote this new show, Fox could easily heighten user interest than its competition by seeming to go beyond traditional boundaries of campaign marketing, while still being omnipresent enough to land viewers when it finally premieres.

By using automatic marketing solutions, a company could tie its brand to different underused platforms and make sure all of the potential targets of a campaign see the proper message within a similar timeframe. Different platforms, online and off, could also require their own pacing, which means timing needs to be taken into consideration no matter how a campaign is launched.

ABC News reports that Match.com is partnering with Starbucks to promote Valentine’s Day-themed dates at some of the coffee chain’s locations. Now, users of the dating service will have access to a special button that allows them to “invite someone to Starbucks” to meet up.

The collaboration is based as much on Match CEO Sam Yagan’s personal love of Starbucks as on user preferences, since nearly a third of Match’s members reportedly have an interest “coffee and conversation.”

As part of this promotion, the coffee chain will also host a February 13 event dubbed “the World’s Largest Starbucks Date.” AdAge features comments from Starbucks global CMO Sharon Rothstein about why this partnership makes sense for the brand.

“We’re a place where people come together to share important life moments — big and small,” she said. “We’ve been witness to first dates, marriage proposals, job interviews, friends and families reunited, communities gathering, and so much more in our stores around the world.”

A key aspect of this campaign is the natural fit between the two brands and the ease at which it caters to a customer base already online. Local marketing strategies can take some of the same principles and use them to reach customers in a specific area. Done well, these are opportunities to bring a higher level of attention to a brand’s best qualities, based on current topics of conversation.

In a piece on AdWeek, Michelle Castillo looked at the way YouTube videos that were already popular have been incorporated into the official marketing used by major brands. It gives the example of the Bad Lip Reading series, which superimposes new words into the mouths of videos of famous people and has gained millions of views. McDonald’s and the NFL participated in a joint spot that deliberately made use of this trend to spotlight their products.

Another example from YouTube is the short music video series Epic Rap Battles of History, normally just a comedy channel on the website which notably hosted a sponsor in 2013. One of the videos featured several references to the then-newly released video game “Assassin’s Creed IV: Black Flag,” and gave that title a boost woven into the content of the video itself.

AdWeek quotes Erin McPherson, Chief Content Officer from Maker Studios, on the way that authentic material is going to increasingly distinguish internet marketing campaigns by promoting a more natural, content-centric feel. McPherson discussed the topic at the recent Interactive Advertising Bureau Annual Leadership Meeting.

“This generation doesn’t dislike brands,” she said, speaking of Millennial customers. “What they don’t like is advertising.” She went on to address the idea of distinguishing “native content” from other types, saying that, in the future, “native content will give way to just content. I think we’ll retire that term and just have content.”

To make sure that a decentralized marketing campaign is successful, brands should develop material that is perfectly designed to catch modern users’ attention and then focus on disseminating it throughout the web on different popular channels.

Introduced by a recent commercial, this initiative replaces traditional forms of in-store payment with random acts of kindness or fun. Instead of using money, randomly selected customers in the first two weeks of February are given simple tasks from cashiers, including performing a dance or calling someone close to them.

As Kate Batchelder writes for the Wall Street Journal, this tactic doesn’t necessarily work for this brand, which is “trying too hard to look trendy” and not focusing on its strengths.

“If the ‘Pay with Lovin’ scenario looks touching on television, it is less so in real life,” she writes. “McDonald’s should dump the ‘love’ mantra and get back to the excellence mantra that made the Egg McMuffin a world-wide phenomenon.”

Other companies have thrived via personal connections with users. Coca Cola, for example, released bottles of its soda with special names on them in a well-received campaign last summer, selling millions of drinks around the world. The difference could be in the fact that Coke made its customers feel like they were being acknowledged in a way that didn’t put them on the spot like McDonalds did.

There are methods to make every potential customer feel unique without forcing them to do something that feels unnatural. With a decentralized marketing plan, businesses have a chance to integrate themselves into the lives of their audiences seamlessly online, where boundaries can still be respected.

One of the biggest tactics is a video ad featured on YouTube that shows the company is making changes to its most famous symbol: the big pink mustaches. Cars that take part in a Lyft program tend to have one of these attached, but Lyft is now equipping them with small pink lights shaped like mustaches that fit on the inside of a driver windshield. It’s part of the “New Year, New Lyft” initiative that promises to “reconnect communities” in addition to helping users get to their destinations on time.

The video ad deliberately attempts to capture a fast-paced, upbeat feel, with energetic music and quick editing. It also introduces the pink light without dwelling on it too much.

Lyft has also taken to more unusual means to promote itself. Hoodline reported on a special marketing tactic involving chalk outlines on sidewalks around San Francisco. Cleverly designed to look like an overhead view of a car, these outlines are rendered in pink and white, with a large and recognizable version of the company’s blocky logo clearly visible at the head of the drawing. Posters have also appeared in that city with the Lyft logo in white against a pink background, with the small image of a car driving across it.

Brand coherence is critical when managing several materials in tandem for both the internet and real life. A successful marketing campaign management system helps companies manage all the details of rebranding without losing core brand values.

Want your customers to pay attention? Consider adopting a new logo for your business, but think carefully when you do!

[marker] When it’s time to give your company’s old branding a new twist, it helps to think about what you really want to say with your new image, and do it in a way that embraces the moment. Fast Company recently looked at some of the best and worst new logos from 2014, and many of their favorites were sleek, bold and innovative.

[marker] Believe it or not, one of these was the logo for the infamous Heartbleed internet security bug that became big news last year. It was a bad news story but a powerful image that caught on with the internet quickly.

Thanks for watching, and be sure to check back for more information on marketing in 2015!

[marker] Whether it’s an image that catches the eye perfectly or a well-crafted snippet from a blog post, everyone loves a little teaser. If it’s both attention-grabbing and accurate, it could be a good way to drive people back to your original site and get them to learn about your business.

[marker] Twitter could be considering this idea. According to AdAge, the social media service is launching a video feature soon, and could use an autoplay preview system to show users 6 seconds of a video before they click.

Want to know more about successful multi channel marketing? Be sure to check back here often!

It’s only been 2015 for a month, but already it looks to be a big year for digital marketing. Why? A Salesforce.com study predicts that many marketing companies will be focusing on digital initiatives this year.

Out of 5,000 marketing professionals the source surveyed, 73 percent said that email mattered for their business, 68 percent said they were integrating mobile into their overall marketing plans, and 71 percent said that mobile marketing was more of a core focus for them.

Overall, 70 percent of the respondents said they intend to spend more on social marketing. If your company hasn’t considered any of these channels yet, now is the time to plan with the help of campaign automation!

Thanks again for watching and be sure to check out our website for more videos!

Recognizing that this could be a problem, Facebook announced recently that it has taken deliberate action to allow fewer hoaxes and help its customers fight against disreputable stories before they gather momentum.

In the official statement about this initiative in Facebook’s Newsroom, Erich Owens and Udi Weinsberg, a software engineer and research scientist for the business, respectively, said that users can now easily report false news stories with a special button. The algorithms will also track when the hoaxes were reported and respond by decreasing news feed distribution.

The Atlantic reported on this new development and included words from an anonymous Facebook spokeswoman, who emphasized the automated nature of these comments.

“There are no human reviewers or editors involved,” she said. “We are not reviewing content and making a determination on its accuracy, and we are not taking down content reported as false.”

This further illustrates the importance of trustworthy web content. Because this fits with Facebook’s other tactics for stopping spam, it’s more incentive for companies to distinguish their material as highly relevant. Doing so could make it more likely that the material will be shared and valued highly.

Automatic marketing systems can be a useful tool in an organization’s efforts to distribute out high quality material. With this increased premium on reliability, transparency is all the more important to make multi-channel marketing efforts work, so companies should adopt a strategy to make their ads clearly distinguishable and something social media users will want to read.