Destinations Are More Than Lists of Resources

Experiences are created through interactions with a destination, not through a listing page that shows every restaurant. Stories are written and memories are created from the experiences people have, not from pages of search results. So what role must DMOs play in order to be more than simply lists of resources? Continue Reading…

April 21, 2015

Establishing Brand Loyalty in an Increasingly Brand Disloyal World

“Only twenty-five percent of American respondents in a recent Ernst & Young study said that brand loyalty affected how they shopped. For established brands, this is a nightmare. You can never coast on past performance … and the price premium that a recognized brand can charge has shrunk.” – James Surowiecki, from “Twilight of the Brands” in the New Yorker Continue Reading…

February 23, 2015

Stories that Sell: Content Strategy for Adventure Brands – The Presentation

This presentation was originally given on January 23, 2015, in front of an audience of about 140 attendees at Outdoor Retailer, as part of the Outdoor Retailer Education Sessions. The presentation format and flow have been modified slightly to better fit our site vs. the presentation slide + speaking format at Outdoor Retailer. Continue Reading…

January 28, 2015

Stories that Sell: Content Strategy for Adventure Brands

Adventure brands have rich stories to share, but inspiration fails when it doesn’t drive people to action. Communicating the unique stories, expeditions and adventures that brands are involved with – and then driving people to act on this inspiration – is at the heart of creating a strong content strategy that supports both marketing and e-commerce. Continue Reading…

January 15, 2015

National Geographic Society launches Unique Lodges of the World, with help from Substance

For most of 2014, Substance worked closely with National Geographic Travel on a unique project: helping to launch a new global business initiative for National Geographic Society. We completed an intensive interactive discovery phase, competitive analysis, user experience and information architecture, and the site concept and design. Continue Reading…

January 7, 2015

The Future of Adventure Brands Online – Outdoor Retailer panel recap

On Friday, August 8th, we had the opportunity while at Outdoor Retailer to sit down for an hour with SmartWool and Nau to talk about brand, e-commerce, content, and how these things relate to the future of adventure brands online. We’re expecting to upload video in the next few weeks, but in the meantime here is the presentation deck and some notes from the panel. Continue Reading…

August 11, 2014

“Brand, E-Commerce, and Content: The Future of Adventure Brands Online” / Outdoor Retailer Summer 2014

Premium brands are built by consumers establishing a premium value for products, services and experiences. How can adventure brands live up to their potential by having brand, ecommerce, marketing and social media work together? Learn how several adventure brands are navigating the complexities of creating online experiences at this Outdoor Retailer – Summer 2014 panel with Stephen Landau from Substance, along with Jeff Snow from SmartWool and Nick Lawrence from Nau. Continue Reading…

July 18, 2014

8 Ways Running a Half Marathon is Like Running an Interactive Agency

As an interactive agency and small business owner, there are many events and observations that happen in my life outside work that remind me of my life at the office. Such an event happened on May 31st when I ran the Timberline half marathon. Continue Reading…

June 30, 2014

Substance World Cup of Beers

It’s no secret that a majority of Substance employees like beer. It’s also no secret that the World Cup fever has hit the office (and pretty much the entire world). This leads to the obvious combination: The World Cup of Beers. Continue Reading…

June 26, 2014

VERSUS Presentation / Part 2 of 5 / Interaction Is Brand, What is Right, and Statement of Intent

Back in November, 2013, I gave a presentation at the University of Oregon titled, VERSUS: Exploring Opposites and Choosing Sides in the Interactive Industry. Part 2 explores what “Interaction is Brand” means and the effect it has on our work. (This is the second in a series of five posts, taking the presentation and parsing it out in blog format.) Continue Reading…

May 27, 2014

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