We're making waves across the internet

YOUR STORY.

OUR MEGAPHONE.

 
 

Relax your shoulders. we're here.

We're dot-connectors. Action-takers. We use our fluency in digital + knack for data-inspired storytelling to solve the problems that are holding you back from your next level of growth.

LET'S GET PERSONAL
 

PLAY

REEL
 
 

What we do

We take the time to get to know who you are and where you want to be, then dream up the most creative and compelling ways to bring your project to life.

WE'RE VERY TALENTED

STRATEGY

Planning
Positioning
Market Research
GTM Strategy
Competitive Analysis
Audit + Optimization

design

Web + Mobile
Branding + Refresh
Illustration
Pitch Decks
Print Media
Merch

DEVELOPMENT

Websites
Mobile Apps
Prototyping
Architecture
Custom Software
SaaS Development

MARKETING

Paid Search + Social
SEO + Content
Experiential
Photo + Video
Organic Social
Email + SMS
we're very talented
check out our pricing deck
 

JOIN THE COOL
KIDS CLUB

WE SAVED YOU A SEAT
 
 

LEARN ABOUT YOU

Think of this as brand therapy, where you tell us everything about your company, where it's headed, and what hasn't worked in the past. This process can last as long as it needs for us to get what makes you tick.

CREATE A GAME PLAN

Once we help you nail down your goals, we'll create the best possible strategy that fits your budget and timeline. We'll make sure there's plenty of wiggle room for last-minute pivots so it always feels like you.

MAKE SH*T HAPPEN

This is where the fun starts. Our experts will take the lead and get cooking, keeping you in the loop the entire way. You'll always have our full attention — no excuses.

OPTIMIZE + REPEAT

Once we launch, it's still all hands on deck. Our team will track performance, report our findings, and seize every opportunity to make things better — so you can kick back and watch your numbers grow.

our process

Our credo can be summed up in four words: do more, talk less. Once we get to know you inside-out and build out the perfect strategy, we'll serve up the deliverables that are d*mn good, every time.

LET'S SHOW YOU HOW IT'S DONE
 

we write REAL good too.

2025-11-12

Rebranding Fail vs Success: Cracker Barrel and Dunkin
Brands that stick around long enough eventually reach a point where they must decide how to evolve their business in order to stay relevant and grow. In recent years, Dunkin’ (formerly Dunkin’ Donuts) and Cracker Barrel both took steps to modernize their brand identities. But while one rebrand generally succeeded in advancing relevance without sacrificing identity, the other stirred controversy, customer backlash, and ultimately a retreat. In this post, we’ll compare Dunkin’s smart balance of change + continuity with Cracker Barrel’s more disruptive rebrand (and what went wrong). If you’re thinking of rebranding, this is your guide to doing it in a way that retains your identity and grows your audience. Table of Contents: Dunkin’s Rebrand: What They Did Right Cracker Barrel’s Rebrand: What They Attempted & Where It Missed the Mark Visual References to Compare Lessons to Avoid Failed Rebranding Contact COLAB for Branding and Rebranding Dunkin’s Rebrand: What They Did Right Key Moves Name shortening: In 2018, Dunkin’ officially dropped “Donuts” to become just *Dunkin’*. The name change aligned with the reality that people already called it that. It reinforced the shift toward being beverage-led and convenience-focused. Visual continuity: They kept the iconic pink & orange color palette, energetic fonts, and many visual cues that customers already recognized. No radical change in visual voice. Just a cleaner, more modern execution. Focus on convenience & experience: Dunkin’ renovated stores, added mobile ordering and drive-thru options, made physical spaces more efficient for on-the-go behaviors. The rebrand wasn’t just cosmetic. It reflected actual shifts in what customers wanted. Why It Generally Worked Maintained brand equity: Because they preserved the color palette, much of their visual identity, and the spirit of what people already loved, the change felt like evolution, not erasure. Clear messaging: Dunkin’ told its audience what was changing and what was staying. Donuts weren’t disappearing; the core promise of fast coffee + friendliness stayed intact. Audience alignment: They leaned into the shift toward beverages and convenience, a trend already underway, especially among younger audiences. The rebrand met a need, rather than forcing a new concept. Cracker Barrel’s Rebrand: What They Attempted & Where It Missed the Mark What They Changed Simplified logo: Cracker Barrel, under new leadership, rolled out a strategy to modernize: simplified logos (removing or de-emphasizing heritage imagery like Uncle Herschel), lighter, brighter interiors, more “contemporary” design in stores. The visual identity was made simpler, the signage and atmosphere more modern. The intention: attract younger customers, refresh perception, appeal in digital and mobile environments. In short: look less like a formal, old-country chain and more approachable, stylish, up-to-date. What Went Wrong Emotional disconnect: Many loyal customers saw the old branding as part of what they loved: nostalgia, comfort, tradition. The heritage icons had emotional weight. Removing or simplifying them felt like erasing identity. Insufficient continuity: Because elements people cherished were removed (e.g. signature imagery, “Old Country Store” wording), the change wasn’t balanced with reminders of what had made Cracker Barrel beloved. Backlash & reversal: The negative reaction was swift. Customers, social media, even political voices criticized the change. Cracker Barrel ended up reinstating its original logo and slowing or modifying the redesign efforts. Visual Comparison: Dunkin’ vs Cracker Barrel Before Visuals After / Rebrand Visuals What You Notice (Continuity or Disruption) Classic logo: “Dunkin’ Donuts” wordmark + icon, using pink & orange, whimsical feel. Simplified logo with “Dunkin’” only, retaining bold colors Color continuity preserved, name shortened but familiar fonts remain; experience improved but legacy feel still visible. Before Visuals After / Rebrand Visuals What You Notice (Continuity or Disruption) Iconography heavy: rustic heritage imagery, “Old Country Store” branding Simplified logo, removal of certain heritage features Loss of visual cues customers associate with tradition; fewer markers of what made the brand feel “homey.” Lessons to Avoid Failed Rebranding Here are some key lessons based on what Dunkin’ got right and what Cracker Barrel stumbled on: Honor what your audience already loves Before erasing heritage elements (logos, mascots, signage), understand which ones carry emotional weight. These are what customers will identify with and defend. Change with clarity Be transparent about what is and what isn’t changing. Tell your audience both what to expect and what you intend to preserve. Consistency + roots + relevance = trust + growth A rebrand should both modernize and remain recognizable. The more recognizable the changes, the less alienating they are. Roll out over time Dash out prototypes, gather feedback, consider limited rollouts. See how customers react. Small-scale changes can reduce risk. Use moments for high visibility Dunkin’ timed much of their rollout with store redesigns, packaging updates, and digital campaigns. Cracker Barrel’s changes felt more abrupt, which magnified customer reaction. Measure emotional response—not just sales Track brand sentiment, loyalty, and recognition alongside performance metrics. If sentiment drops even as sales rise temporarily, that could be a warning. Contact COLAB for Branding and Rebranding Rebranding isn’t just about looking "new"—it’s about staying relevant *and* staying true. Dunkin’ demonstrates how you can modernize your name, identity, and experience while keeping the emotional bonds strong. Cracker Barrel shows how removing too many of those bonds can cause backlash—even for a well-loved brand. If you're an SMB considering rebrand: audit your heritage, decide what elements are essential, communicate clearly, test before mass rollout. And make sure your new identity still feels like you to the people who already believe in you.

Design
2025-10-28

Local SEO vs. Traditional SEO (And How AI Search Factors In)
Search has changed a lot over the years. What used to be a simple matter of keywords and backlinks has evolved into a complex ecosystem. One where location, intent, and even artificial intelligence play a role in who gets found online. For small businesses in Los Angeles, this means one thing: understanding how Local SEO, Traditional SEO, and AI Search work together help you stay visible. Let’s take a look at all the factors. Table of Contents: What Is Traditional SEO? What Is Local SEO? Key Differences Between Traditional SEO and Local SEO How AI Search Comes Into Play How AI Affects Traditional SEO How AI Affects Local SEO When to Use Traditional SEO vs. Local SEO (or Both) How to Get Started with AI-Optimized Local SEO How AI-Optimized SEO Will Affect the Future FAQs: Local SEO vs. Traditional SEO Contact COLAB for Local SEO Services Today What Is Traditional SEO? Traditional SEO is the foundation of online visibility. It’s all about helping your website rank in search results based on relevance, authority, and quality, regardless of where the searcher is located. Think of it like this: Traditional SEO focuses on “what” someone is searching for, not the “where.” Examples “Best hiking boots for beginners” “How to replace a car battery” “Email marketing tips for small businesses” These are non-location-based searches that could come from anywhere in the world. Core Elements of Traditional SEO Keyword Research: Finding search terms your audience uses. Content Optimization: Writing blog posts and web pages that match search intent. Link Building: Earning backlinks to build domain authority. Technical SEO: Improving site speed, structure, and indexing. User Experience (UX): Ensuring your website loads fast and works well on mobile. Who Needs Traditional SEO If you run an eCommerce store, national brand, or online service, traditional SEO helps you reach customers no matter where they are. What Is Local SEO? Local SEO, on the other hand, is all about being visible to people near you. It’s what helps your business show up when someone searches for “coffee near me” or “plumber in Culver City.” In other words, Local SEO focuses on “where”; optimizing your digital presence for a specific city, neighborhood, or service area. Core Elements of Local SEO Google Business Profile (GBP): The single most important factor for local visibility. Local Citations: Making sure your Name, Address, and Phone (NAP) are consistent everywhere. Reviews and Ratings: Customer feedback helps both visibility and trust. Localized Content: Creating pages or posts about your local area. Backlinks from Local Websites: Getting featured on community blogs, chambers, or directories. Who Needs Local SEO If you’re a restaurant in Santa Monica, a realtor in Studio City, or a salon in Pasadena, Local SEO ensures you appear when potential customers search nearby. Key Differences Between Traditional SEO and Local SEO Aspect Traditional SEO Local SEO Goal Rank nationally or globally Rank in your geographic area Keywords “best skin care products” “best skin care in Los Angeles” Ranking Factors Backlinks, content, authority Proximity, relevance, reviews SERP Features Organic listings, snippets Map Pack, reviews, local results Search Intent Informational or transactional Navigational or “near me” Traditional SEO builds broad visibility, while Local SEO helps customers find you in their neighborhood. How AI Search Comes Into Play Artificial intelligence is changing how people search, and how Google shows results. What Is AI Search? In 2024, Google rolled out AI Overviews, an AI-powered feature that gives users a summarized answer right at the top of search results. Instead of showing a list of blue links, AI Overviews summarize information, cite trusted websites, and sometimes even include maps, reviews, and product options. For example, if someone searches: “Best vegan restaurants in Los Angeles” They might now see an AI Overview with: A list of nearby restaurants. Ratings and short descriptions. Snippets pulled from websites and Google Business Profiles. How AI Impacts SEO AI search favors trustworthy, well-structured, and contextually clear information. That means your SEO strategy needs to focus not only on keywords, but also on content clarity, structured data, and reputation signals. How AI Affects Traditional SEO For Traditional SEO, AI is pushing websites toward depth and authority. It’s no longer enough to write surface-level articles. Google’s AI models want complete, well-organized answers that demonstrate expertise and credibility. Tips for Adapting Write conversational, question-based content. Use natural language and anticipate related questions. Add structured data (schema). It helps AI understand your content’s context. Build topical authority. Create clusters of related content on a subject. Include visuals. Images and video are now part of AI Overviews. Essentially, become the best answer on the internet for your topic to get your content featured in AI summaries. How AI Affects Local SEO AI search doesn’t just summarize global info. It’s making local results smarter and more personalized. For example: “Best coffee shops near me open right now” AI might now show: Real-time hours and reviews. Menu highlights. Driving distance and estimated price range. To get featured in these AI-driven results, businesses need to feed Google complete, accurate, and structured data. How to Optimize Local SEO for AI 1. Keep Your Google Business Profile Updated. Hours, location, services, photos, and posts all feed AI results. 2. Get and Respond to Reviews. Sentiment and engagement influence how AI ranks local businesses. 3. Use Local Schema Markup. Structured data helps AI understand your business type, address, and services. 4. Add Photos and Videos. AI favors listings with visual assets and recent updates. 5. Be Active in Your Community. Local backlinks from news outlets or event sites help Google (and AI) verify legitimacy. When to Use Traditional SEO vs. Local SEO (or Both) Traditional SEO Works Best For: eCommerce and national brands. Content-driven websites like blogs or SaaS platforms. Businesses selling or shipping products nationwide. Local SEO Works Best For: Restaurants, gyms, salons, and shops. Home service providers (plumbers, electricians, HVAC). Local professionals (realtors, attorneys, dentists). Using Both Together The best marketing strategies combine the two. For instance, a Los Angeles bakery can use: Local SEO to attract walk-in customers and wedding cake orders nearby. Traditional SEO to rank nationally for “custom cakes delivered anywhere in the U.S.” The balance depends on your goals—visibility across Los Angeles, or growth beyond it. How to Get Started with AI-Optimized Local SEO 1. Audit Your SEO Presence Use tools like Google Search Console, Ahrefs, or SEMrush to see where your site currently ranks. 2. Optimize Your Google Business Profile Ensure your listing includes: Accurate NAP (name, address, phone) info. High-quality photos. A keyword-rich business description. Weekly posts and customer updates. 3. Create Content for Humans and AI Write FAQs, guides, and blogs that answer real customer questions in clear, natural language. 4. Use Schema Markup This structured code tells AI what your business is, where it’s located, and what it offers. 5. Encourage Reviews and Engagement AI prioritizes businesses that show active, positive interaction with customers. How AI-Optimized SEO Will Affect the Future AI is not replacing SEO, but it is refining it. The businesses that thrive in this new era will be those that combine traditional ranking techniques with local trust signals and AI-friendly structure. For small businesses in Los Angeles, this means: Strong, accurate business listings. Content that builds authority. A consistent digital presence that AI can easily understand. FAQs: Local SEO vs. Traditional SEO What’s the main difference between Local SEO and Traditional SEO? Local SEO helps your business appear in searches specific to your area, like “plumber in Los Angeles.” Traditional SEO focuses on ranking nationally or globally for non-location-based searches. Why does my Los Angeles business need Local SEO? Local SEO helps you appear in Google Maps and “near me” results, reaching nearby customers ready to buy. It’s essential for driving foot traffic and phone calls from your local audience. How does AI Search change SEO? AI-powered search (like Google’s AI Overviews) now summarizes answers directly on search pages. Businesses must optimize their content and data so AI tools recognize them as trusted, authoritative sources. Can I use both Local and Traditional SEO at the same time? Yes! Many businesses combine both. For example, a Los Angeles bakery might use Local SEO to attract nearby customers and Traditional SEO to sell products nationwide through its website. How do I optimize my business for AI Search? Focus on accuracy, structure, and trust. Keep your Google Business Profile updated, use schema markup, create clear FAQ-style content, and build reviews. AI rewards clarity and credibility. Does AI mean SEO is less important? No, AI actually depends on SEO to find accurate, well-structured data. The better your SEO, the more likely AI is to surface your business in its summaries. How long does it take to see Local SEO results? Typically 3–6 months. Factors like competition, number of reviews, and consistency across listings all affect how quickly you appear in Google’s local results and maps. What’s the first step to improving my SEO right now? Start by auditing your Google Business Profile and website. Ensure your info is correct, add location-based keywords, and publish helpful content that answers real customer questions. Contact COLAB for Local SEO Services Today SEO is more complicated than ever. Success today comes from combining Traditional SEO for reach, Local SEO for relevance, and AI Optimization for future visibility. If your business depends on being found—in search, on maps, or through AI-powered tools—now’s the time to evolve your strategy. At COLAB Los Angeles, we help small businesses merge digital marketing, local visibility, and modern AI SEO tactics into one powerful growth system. Contact us today to make your business easier to find in this new era of search.

SEO
2025-08-20

CTV Advertising for eCommerce Brands
Ecommerce is booming, and competition is fierce. Every brand is fighting for attention across social media, search engines, and email inboxes. But there’s another tactic that eCommerce companies can use to break through—Connected TV (CTV) advertising. CTV gives you a powerful way to tell your brand story on the biggest screen in the house—your customer’s TV—without needing a Super Bowl-level budget. If you’re an eCommerce brand in Los Angeles, it might be time to reach people in their living rooms. This guide breaks down what CTV advertising is, why it works so well for eCommerce, and how to get started. What Is Connected TV (CTV) Advertising? CTV refers to streaming platforms and devices that let users watch TV content through an internet connection—think Hulu, Roku, YouTube TV, Amazon Fire Stick, or even gaming consoles. These aren’t cable ads—they’re digital TV commercials that appear before or during content on streaming platforms. So instead of hoping someone scrolls past your Instagram ad, you’re catching them during their favorite show or movie—on a much bigger screen, with way less noise. Benefits of Connected TV CTV is growing fast, and it's not just for big corporations anymore. Here’s why more eCommerce brands are shifting part of their ad budget to streaming TV: 1. Targeted Audience Reach You’re not blasting your message to random households. CTV lets you target viewers by: Demographics (age, gender) Geography (down to zip codes) Interests and behaviors Purchase history or intent Want to reach dog owners in West LA who’ve recently visited an online pet supply store? You can do that. 2. High Engagement on a Premium Platform People are more focused when watching TV than when they’re scrolling on their phones. Your ad isn’t just another swipe—it’s front and center, with sound on, and often can’t be skipped. You’re literally in the room with them. 3. Cost-Effective with No Wasted Spend CTV ads are bought using a cost-per-thousand impressions (CPM) model, so you’re only paying when people actually see your ad. No more wasting money on TV time blocks where you *hope* the right audience is watching. 4. Real-Time Analytics You’ll get detailed performance data just like you do with digital ads. Track impressions, clicks (if paired with QR codes), site visits, and even conversions—something traditional TV could never offer. 5. Seamless Creative Integration Already have video assets from YouTube or social media? You can often repurpose them for CTV, especially if they meet length and quality standards. Or you can create something new, custom-built for the platform—which we can help you with). Why CTV Works for eCommerce Brands Streaming TV is one of the most effective ways you can promote your online business. Here’s why it’s especially good for eCommerce: Builds Brand Trust Consumers trust brands they’ve “seen on TV.” It gives you instant credibility and helps you look like a major player—even if you’re still building your customer base. Complements Your Digital Strategy CTV ads don’t replace your Facebook or Google ads—they amplify them. Run retargeting campaigns for people who’ve already seen your TV ad, or use it to build brand awareness before launching a big email or SMS push. Inspires Action Across Devices People often watch CTV with their phones in hand. You can drive viewers to: Scan a QR code Visit your website Use a promo code Download your app This type of cross-device experience makes it easy for viewers to engage right then and there. How Much Does It Cost? CTV is surprisingly accessible. You don’t need a $100,000 campaign to make an impact. Ad Spend Most platforms require a minimum spend of $5,000–$10,000/month, depending on targeting. Average CPM ranges from $20–$50, depending on audience and placement. Production A professionally produced 15–30 second ad can cost anywhere from $20,000 to $50,000. If you’ve got existing content that works, your production costs could be even lower. Not sure where to start? Many boutique agencies, like COLAB Los Angeles, offer CTV packages tailored for SMBs, including concept, scripting, filming, and media buying. How to Launch a CTV Campaign in 5 Simple Steps Step 1: Define Your Goals Do you want to drive site traffic, increase conversions, or just boost awareness? Your creative and targeting will depend on this. Step 2: Know Your Audience Use your CRM or eCommerce analytics to create audience profiles. What are their behaviors, locations, devices, and shopping patterns? Step 3: Create Compelling Creative Remember, you’ve only got a few seconds to grab attention. Your ad should: Open with a strong visual or hook Showcase your product or offer Include a clear call to action (like “Shop Now” or “Scan to Save”) Keep it short—15 or 30 seconds max Step 4: Choose Your Platforms & Buy Media Work with COLAB Los Angeles to get your ad on Hulu, Pluto TV, Amazon Fire TV, or similar platforms. Use geo-targeting to focus on L.A. or your key delivery zones. Step 5: Track, Learn, Optimize Monitor metrics like impressions, completion rates, conversions, and lift in direct or branded search traffic. Adjust targeting or creative based on performance. Tips for CTV Success Keep it simple – Don’t try to cram in too much. One clear message is better than a crowded story. Use QR codes – Makes it easy for viewers to act instantly from their phones. Test and iterate – Try multiple versions of your ad and see which one drives better results. Pair with retargeting – After viewers see your CTV ad, retarget them with Facebook, Instagram, or Google ads to increase conversion rates. Connected TV Advertising and Your eCommerce Brand If you're an eCommerce business looking to scale your brand presence, CTV is one of the smartest ad channels you can start using today. It combines the power of traditional TV with the precision of digital, giving you the best of both worlds. And best of all—you don’t need a million-dollar budget to get started. Ready to get started? We specialize in helping Los Angeles-based eCommerce brands launch their first CTV campaigns—from creative production to media buying and optimization.

Marketing
NO MISPELLINGS HERE
 
 

We're making waves across the internet

YOUR STORY.

OUR MEGAPHONE.

LET'S CHAT
 

Relax your shoulders. we're here.

We're dot-connectors. Action-takers. We use our fluency in digital + knack for data-inspired storytelling to solve the problems that are holding you back from your next level of growth.

LET'S GET PERSONAL
 
 

PLAY

REEL
 
 

What we do

We take the time to get to know who you are and where you want to be, then dream up the most creative and compelling ways to bring your project to life.

WE'RE VERY TALENTED

strategy

Planning
Positioning
Market Research
GTM Strategy
Competitive Analysis
Audit + Optimization

design

Web + Mobile
Branding + Refresh
Illustration
Pitch Decks
Print Media
Merch

DEVELOPMENT

Websites
Mobile Apps
Prototyping
Architecture
Custom Software
SaaS Development

MARKETING

Paid Search + Social
SEO + Content
Experiential
Photo + Video
Organic Social
Email + SMS
we're very talented
check out our pricing deck
 

JOIN THE COOL
KIDS CLUB

WE SAVED YOU A SEAT
 

OUR PROCESS

Our credo can be summed up in four words: do more, talk less. Once we get to know you inside-out and build out the perfect strategy, we'll serve up the deliverables that are d*mn good, every time.

LEARN ABOUT YOU

Think of this as brand therapy, where you tell us everything about your company, where it's headed, and what hasn't worked in the past. This process can last as long as it needs for us to get what makes you tick.

CREATE A GAME PLAN

Once we help you nail down your goals, we'll create the best possible strategy that fits your budget and timeline. We'll make sure there's plenty of wiggle room for last-minute pivots so it always feels like you.

MAKE SH*T HAPPEN

This is where the fun starts. Our experts will take the lead and get cooking, keeping you in the loop the entire way. You'll always have our full attention — no excuses.

OPTIMIZE + REPEAT

Once we launch, it's still all hands on deck. Our team will track performance, report our findings, and seize every opportunity to make things better — so you can kick back and watch your numbers grow.

LET'S SHOW YOU HOW IT'S DONE
 

we write REAL good too.

2025-11-12

Rebranding Fail vs Success: Cracker Barrel and Dunkin
Brands that stick around long enough eventually reach a point where they must decide how to evolve their business in order to stay relevant and grow. In recent years, Dunkin’ (formerly Dunkin’ Donuts) and Cracker Barrel both took steps to modernize their brand identities. But while one rebrand generally succeeded in advancing relevance without sacrificing identity, the other stirred controversy, customer backlash, and ultimately a retreat. In this post, we’ll compare Dunkin’s smart balance of change + continuity with Cracker Barrel’s more disruptive rebrand (and what went wrong). If you’re thinking of rebranding, this is your guide to doing it in a way that retains your identity and grows your audience. Table of Contents: Dunkin’s Rebrand: What They Did Right Cracker Barrel’s Rebrand: What They Attempted & Where It Missed the Mark Visual References to Compare Lessons to Avoid Failed Rebranding Contact COLAB for Branding and Rebranding Dunkin’s Rebrand: What They Did Right Key Moves Name shortening: In 2018, Dunkin’ officially dropped “Donuts” to become just *Dunkin’*. The name change aligned with the reality that people already called it that. It reinforced the shift toward being beverage-led and convenience-focused. Visual continuity: They kept the iconic pink & orange color palette, energetic fonts, and many visual cues that customers already recognized. No radical change in visual voice. Just a cleaner, more modern execution. Focus on convenience & experience: Dunkin’ renovated stores, added mobile ordering and drive-thru options, made physical spaces more efficient for on-the-go behaviors. The rebrand wasn’t just cosmetic. It reflected actual shifts in what customers wanted. Why It Generally Worked Maintained brand equity: Because they preserved the color palette, much of their visual identity, and the spirit of what people already loved, the change felt like evolution, not erasure. Clear messaging: Dunkin’ told its audience what was changing and what was staying. Donuts weren’t disappearing; the core promise of fast coffee + friendliness stayed intact. Audience alignment: They leaned into the shift toward beverages and convenience, a trend already underway, especially among younger audiences. The rebrand met a need, rather than forcing a new concept. Cracker Barrel’s Rebrand: What They Attempted & Where It Missed the Mark What They Changed Simplified logo: Cracker Barrel, under new leadership, rolled out a strategy to modernize: simplified logos (removing or de-emphasizing heritage imagery like Uncle Herschel), lighter, brighter interiors, more “contemporary” design in stores. The visual identity was made simpler, the signage and atmosphere more modern. The intention: attract younger customers, refresh perception, appeal in digital and mobile environments. In short: look less like a formal, old-country chain and more approachable, stylish, up-to-date. What Went Wrong Emotional disconnect: Many loyal customers saw the old branding as part of what they loved: nostalgia, comfort, tradition. The heritage icons had emotional weight. Removing or simplifying them felt like erasing identity. Insufficient continuity: Because elements people cherished were removed (e.g. signature imagery, “Old Country Store” wording), the change wasn’t balanced with reminders of what had made Cracker Barrel beloved. Backlash & reversal: The negative reaction was swift. Customers, social media, even political voices criticized the change. Cracker Barrel ended up reinstating its original logo and slowing or modifying the redesign efforts. Visual Comparison: Dunkin’ vs Cracker Barrel Before Visuals After / Rebrand Visuals What You Notice (Continuity or Disruption) Classic logo: “Dunkin’ Donuts” wordmark + icon, using pink & orange, whimsical feel. Simplified logo with “Dunkin’” only, retaining bold colors Color continuity preserved, name shortened but familiar fonts remain; experience improved but legacy feel still visible. Before Visuals After / Rebrand Visuals What You Notice (Continuity or Disruption) Iconography heavy: rustic heritage imagery, “Old Country Store” branding Simplified logo, removal of certain heritage features Loss of visual cues customers associate with tradition; fewer markers of what made the brand feel “homey.” Lessons to Avoid Failed Rebranding Here are some key lessons based on what Dunkin’ got right and what Cracker Barrel stumbled on: Honor what your audience already loves Before erasing heritage elements (logos, mascots, signage), understand which ones carry emotional weight. These are what customers will identify with and defend. Change with clarity Be transparent about what is and what isn’t changing. Tell your audience both what to expect and what you intend to preserve. Consistency + roots + relevance = trust + growth A rebrand should both modernize and remain recognizable. The more recognizable the changes, the less alienating they are. Roll out over time Dash out prototypes, gather feedback, consider limited rollouts. See how customers react. Small-scale changes can reduce risk. Use moments for high visibility Dunkin’ timed much of their rollout with store redesigns, packaging updates, and digital campaigns. Cracker Barrel’s changes felt more abrupt, which magnified customer reaction. Measure emotional response—not just sales Track brand sentiment, loyalty, and recognition alongside performance metrics. If sentiment drops even as sales rise temporarily, that could be a warning. Contact COLAB for Branding and Rebranding Rebranding isn’t just about looking "new"—it’s about staying relevant *and* staying true. Dunkin’ demonstrates how you can modernize your name, identity, and experience while keeping the emotional bonds strong. Cracker Barrel shows how removing too many of those bonds can cause backlash—even for a well-loved brand. If you're an SMB considering rebrand: audit your heritage, decide what elements are essential, communicate clearly, test before mass rollout. And make sure your new identity still feels like you to the people who already believe in you.

Design
2025-10-28

Local SEO vs. Traditional SEO (And How AI Search Factors In)
Search has changed a lot over the years. What used to be a simple matter of keywords and backlinks has evolved into a complex ecosystem. One where location, intent, and even artificial intelligence play a role in who gets found online. For small businesses in Los Angeles, this means one thing: understanding how Local SEO, Traditional SEO, and AI Search work together help you stay visible. Let’s take a look at all the factors. Table of Contents: What Is Traditional SEO? What Is Local SEO? Key Differences Between Traditional SEO and Local SEO How AI Search Comes Into Play How AI Affects Traditional SEO How AI Affects Local SEO When to Use Traditional SEO vs. Local SEO (or Both) How to Get Started with AI-Optimized Local SEO How AI-Optimized SEO Will Affect the Future FAQs: Local SEO vs. Traditional SEO Contact COLAB for Local SEO Services Today What Is Traditional SEO? Traditional SEO is the foundation of online visibility. It’s all about helping your website rank in search results based on relevance, authority, and quality, regardless of where the searcher is located. Think of it like this: Traditional SEO focuses on “what” someone is searching for, not the “where.” Examples “Best hiking boots for beginners” “How to replace a car battery” “Email marketing tips for small businesses” These are non-location-based searches that could come from anywhere in the world. Core Elements of Traditional SEO Keyword Research: Finding search terms your audience uses. Content Optimization: Writing blog posts and web pages that match search intent. Link Building: Earning backlinks to build domain authority. Technical SEO: Improving site speed, structure, and indexing. User Experience (UX): Ensuring your website loads fast and works well on mobile. Who Needs Traditional SEO If you run an eCommerce store, national brand, or online service, traditional SEO helps you reach customers no matter where they are. What Is Local SEO? Local SEO, on the other hand, is all about being visible to people near you. It’s what helps your business show up when someone searches for “coffee near me” or “plumber in Culver City.” In other words, Local SEO focuses on “where”; optimizing your digital presence for a specific city, neighborhood, or service area. Core Elements of Local SEO Google Business Profile (GBP): The single most important factor for local visibility. Local Citations: Making sure your Name, Address, and Phone (NAP) are consistent everywhere. Reviews and Ratings: Customer feedback helps both visibility and trust. Localized Content: Creating pages or posts about your local area. Backlinks from Local Websites: Getting featured on community blogs, chambers, or directories. Who Needs Local SEO If you’re a restaurant in Santa Monica, a realtor in Studio City, or a salon in Pasadena, Local SEO ensures you appear when potential customers search nearby. Key Differences Between Traditional SEO and Local SEO Aspect Traditional SEO Local SEO Goal Rank nationally or globally Rank in your geographic area Keywords “best skin care products” “best skin care in Los Angeles” Ranking Factors Backlinks, content, authority Proximity, relevance, reviews SERP Features Organic listings, snippets Map Pack, reviews, local results Search Intent Informational or transactional Navigational or “near me” Traditional SEO builds broad visibility, while Local SEO helps customers find you in their neighborhood. How AI Search Comes Into Play Artificial intelligence is changing how people search, and how Google shows results. What Is AI Search? In 2024, Google rolled out AI Overviews, an AI-powered feature that gives users a summarized answer right at the top of search results. Instead of showing a list of blue links, AI Overviews summarize information, cite trusted websites, and sometimes even include maps, reviews, and product options. For example, if someone searches: “Best vegan restaurants in Los Angeles” They might now see an AI Overview with: A list of nearby restaurants. Ratings and short descriptions. Snippets pulled from websites and Google Business Profiles. How AI Impacts SEO AI search favors trustworthy, well-structured, and contextually clear information. That means your SEO strategy needs to focus not only on keywords, but also on content clarity, structured data, and reputation signals. How AI Affects Traditional SEO For Traditional SEO, AI is pushing websites toward depth and authority. It’s no longer enough to write surface-level articles. Google’s AI models want complete, well-organized answers that demonstrate expertise and credibility. Tips for Adapting Write conversational, question-based content. Use natural language and anticipate related questions. Add structured data (schema). It helps AI understand your content’s context. Build topical authority. Create clusters of related content on a subject. Include visuals. Images and video are now part of AI Overviews. Essentially, become the best answer on the internet for your topic to get your content featured in AI summaries. How AI Affects Local SEO AI search doesn’t just summarize global info. It’s making local results smarter and more personalized. For example: “Best coffee shops near me open right now” AI might now show: Real-time hours and reviews. Menu highlights. Driving distance and estimated price range. To get featured in these AI-driven results, businesses need to feed Google complete, accurate, and structured data. How to Optimize Local SEO for AI 1. Keep Your Google Business Profile Updated. Hours, location, services, photos, and posts all feed AI results. 2. Get and Respond to Reviews. Sentiment and engagement influence how AI ranks local businesses. 3. Use Local Schema Markup. Structured data helps AI understand your business type, address, and services. 4. Add Photos and Videos. AI favors listings with visual assets and recent updates. 5. Be Active in Your Community. Local backlinks from news outlets or event sites help Google (and AI) verify legitimacy. When to Use Traditional SEO vs. Local SEO (or Both) Traditional SEO Works Best For: eCommerce and national brands. Content-driven websites like blogs or SaaS platforms. Businesses selling or shipping products nationwide. Local SEO Works Best For: Restaurants, gyms, salons, and shops. Home service providers (plumbers, electricians, HVAC). Local professionals (realtors, attorneys, dentists). Using Both Together The best marketing strategies combine the two. For instance, a Los Angeles bakery can use: Local SEO to attract walk-in customers and wedding cake orders nearby. Traditional SEO to rank nationally for “custom cakes delivered anywhere in the U.S.” The balance depends on your goals—visibility across Los Angeles, or growth beyond it. How to Get Started with AI-Optimized Local SEO 1. Audit Your SEO Presence Use tools like Google Search Console, Ahrefs, or SEMrush to see where your site currently ranks. 2. Optimize Your Google Business Profile Ensure your listing includes: Accurate NAP (name, address, phone) info. High-quality photos. A keyword-rich business description. Weekly posts and customer updates. 3. Create Content for Humans and AI Write FAQs, guides, and blogs that answer real customer questions in clear, natural language. 4. Use Schema Markup This structured code tells AI what your business is, where it’s located, and what it offers. 5. Encourage Reviews and Engagement AI prioritizes businesses that show active, positive interaction with customers. How AI-Optimized SEO Will Affect the Future AI is not replacing SEO, but it is refining it. The businesses that thrive in this new era will be those that combine traditional ranking techniques with local trust signals and AI-friendly structure. For small businesses in Los Angeles, this means: Strong, accurate business listings. Content that builds authority. A consistent digital presence that AI can easily understand. FAQs: Local SEO vs. Traditional SEO What’s the main difference between Local SEO and Traditional SEO? Local SEO helps your business appear in searches specific to your area, like “plumber in Los Angeles.” Traditional SEO focuses on ranking nationally or globally for non-location-based searches. Why does my Los Angeles business need Local SEO? Local SEO helps you appear in Google Maps and “near me” results, reaching nearby customers ready to buy. It’s essential for driving foot traffic and phone calls from your local audience. How does AI Search change SEO? AI-powered search (like Google’s AI Overviews) now summarizes answers directly on search pages. Businesses must optimize their content and data so AI tools recognize them as trusted, authoritative sources. Can I use both Local and Traditional SEO at the same time? Yes! Many businesses combine both. For example, a Los Angeles bakery might use Local SEO to attract nearby customers and Traditional SEO to sell products nationwide through its website. How do I optimize my business for AI Search? Focus on accuracy, structure, and trust. Keep your Google Business Profile updated, use schema markup, create clear FAQ-style content, and build reviews. AI rewards clarity and credibility. Does AI mean SEO is less important? No, AI actually depends on SEO to find accurate, well-structured data. The better your SEO, the more likely AI is to surface your business in its summaries. How long does it take to see Local SEO results? Typically 3–6 months. Factors like competition, number of reviews, and consistency across listings all affect how quickly you appear in Google’s local results and maps. What’s the first step to improving my SEO right now? Start by auditing your Google Business Profile and website. Ensure your info is correct, add location-based keywords, and publish helpful content that answers real customer questions. Contact COLAB for Local SEO Services Today SEO is more complicated than ever. Success today comes from combining Traditional SEO for reach, Local SEO for relevance, and AI Optimization for future visibility. If your business depends on being found—in search, on maps, or through AI-powered tools—now’s the time to evolve your strategy. At COLAB Los Angeles, we help small businesses merge digital marketing, local visibility, and modern AI SEO tactics into one powerful growth system. Contact us today to make your business easier to find in this new era of search.

SEO
2025-08-20

CTV Advertising for eCommerce Brands
Ecommerce is booming, and competition is fierce. Every brand is fighting for attention across social media, search engines, and email inboxes. But there’s another tactic that eCommerce companies can use to break through—Connected TV (CTV) advertising. CTV gives you a powerful way to tell your brand story on the biggest screen in the house—your customer’s TV—without needing a Super Bowl-level budget. If you’re an eCommerce brand in Los Angeles, it might be time to reach people in their living rooms. This guide breaks down what CTV advertising is, why it works so well for eCommerce, and how to get started. What Is Connected TV (CTV) Advertising? CTV refers to streaming platforms and devices that let users watch TV content through an internet connection—think Hulu, Roku, YouTube TV, Amazon Fire Stick, or even gaming consoles. These aren’t cable ads—they’re digital TV commercials that appear before or during content on streaming platforms. So instead of hoping someone scrolls past your Instagram ad, you’re catching them during their favorite show or movie—on a much bigger screen, with way less noise. Benefits of Connected TV CTV is growing fast, and it's not just for big corporations anymore. Here’s why more eCommerce brands are shifting part of their ad budget to streaming TV: 1. Targeted Audience Reach You’re not blasting your message to random households. CTV lets you target viewers by: Demographics (age, gender) Geography (down to zip codes) Interests and behaviors Purchase history or intent Want to reach dog owners in West LA who’ve recently visited an online pet supply store? You can do that. 2. High Engagement on a Premium Platform People are more focused when watching TV than when they’re scrolling on their phones. Your ad isn’t just another swipe—it’s front and center, with sound on, and often can’t be skipped. You’re literally in the room with them. 3. Cost-Effective with No Wasted Spend CTV ads are bought using a cost-per-thousand impressions (CPM) model, so you’re only paying when people actually see your ad. No more wasting money on TV time blocks where you *hope* the right audience is watching. 4. Real-Time Analytics You’ll get detailed performance data just like you do with digital ads. Track impressions, clicks (if paired with QR codes), site visits, and even conversions—something traditional TV could never offer. 5. Seamless Creative Integration Already have video assets from YouTube or social media? You can often repurpose them for CTV, especially if they meet length and quality standards. Or you can create something new, custom-built for the platform—which we can help you with). Why CTV Works for eCommerce Brands Streaming TV is one of the most effective ways you can promote your online business. Here’s why it’s especially good for eCommerce: Builds Brand Trust Consumers trust brands they’ve “seen on TV.” It gives you instant credibility and helps you look like a major player—even if you’re still building your customer base. Complements Your Digital Strategy CTV ads don’t replace your Facebook or Google ads—they amplify them. Run retargeting campaigns for people who’ve already seen your TV ad, or use it to build brand awareness before launching a big email or SMS push. Inspires Action Across Devices People often watch CTV with their phones in hand. You can drive viewers to: Scan a QR code Visit your website Use a promo code Download your app This type of cross-device experience makes it easy for viewers to engage right then and there. How Much Does It Cost? CTV is surprisingly accessible. You don’t need a $100,000 campaign to make an impact. Ad Spend Most platforms require a minimum spend of $5,000–$10,000/month, depending on targeting. Average CPM ranges from $20–$50, depending on audience and placement. Production A professionally produced 15–30 second ad can cost anywhere from $20,000 to $50,000. If you’ve got existing content that works, your production costs could be even lower. Not sure where to start? Many boutique agencies, like COLAB Los Angeles, offer CTV packages tailored for SMBs, including concept, scripting, filming, and media buying. How to Launch a CTV Campaign in 5 Simple Steps Step 1: Define Your Goals Do you want to drive site traffic, increase conversions, or just boost awareness? Your creative and targeting will depend on this. Step 2: Know Your Audience Use your CRM or eCommerce analytics to create audience profiles. What are their behaviors, locations, devices, and shopping patterns? Step 3: Create Compelling Creative Remember, you’ve only got a few seconds to grab attention. Your ad should: Open with a strong visual or hook Showcase your product or offer Include a clear call to action (like “Shop Now” or “Scan to Save”) Keep it short—15 or 30 seconds max Step 4: Choose Your Platforms & Buy Media Work with COLAB Los Angeles to get your ad on Hulu, Pluto TV, Amazon Fire TV, or similar platforms. Use geo-targeting to focus on L.A. or your key delivery zones. Step 5: Track, Learn, Optimize Monitor metrics like impressions, completion rates, conversions, and lift in direct or branded search traffic. Adjust targeting or creative based on performance. Tips for CTV Success Keep it simple – Don’t try to cram in too much. One clear message is better than a crowded story. Use QR codes – Makes it easy for viewers to act instantly from their phones. Test and iterate – Try multiple versions of your ad and see which one drives better results. Pair with retargeting – After viewers see your CTV ad, retarget them with Facebook, Instagram, or Google ads to increase conversion rates. Connected TV Advertising and Your eCommerce Brand If you're an eCommerce business looking to scale your brand presence, CTV is one of the smartest ad channels you can start using today. It combines the power of traditional TV with the precision of digital, giving you the best of both worlds. And best of all—you don’t need a million-dollar budget to get started. Ready to get started? We specialize in helping Los Angeles-based eCommerce brands launch their first CTV campaigns—from creative production to media buying and optimization.

Marketing
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