Attaching yourself to the news of the minute is a sure way to get attention—but how do you make sure you stay true to your brand while doing it, and avoid the many pitfalls of a fast news cycle? Hear the team from Merriam-Webster, the internet’s favorite dictionary, talk about how they identified a thoroughly modern, authentic voice that was still in keeping with their storied history; how they leverage data to connect with trends in a way that’s rigorous and objective; and how adherence to strict creative constraints has helped them avoid missteps and realize earned, meaningful connections.
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Additional Supporting Materials
- How to create an authentic voice rather than chasing trends
- How to extend your mission without jumping the shark
- The power of creative constraints
Lisa Schneider, Chief Digital Officer & Publisher, Merriam-Webster