Opinions on ‘what makes a good ad’ may be divided, but there is general consensus that creativity in advertising aims to stimulate a positive reaction towards a brand.
Online ad engagement drives better brand results Read More »
Social media has a huge impact on branding as it encourages the user to share stories and details with others. But, be aware that social media communication messages need to be completely different from advertising to encourage the consumer to share.
How social media affects branding Read More »
Engineers and scientifically trained people are usually rolling their eyes if they get offered things that are not exactly measurable. No wonder then that marketing has for them the image of a pathetic pseudo-science, although at least digital marketing finally starts measuring almost everything as well.
Implicit brand management is nonsense Read More »
Intangible assets are becoming more and more often key differentiators in an increasingly competitive global commercial market. This means, as you can imagine, good business for branding agencies and their legal advisors, as their creative output is focused on generating intellectual property rights such as copyright and trademarks. Due to the given saturation of brands,
Lawyers are indispensable for branding agencies Read More »
I was woken this morning by my twelve year old bouncing into the room declaring he had a new customer. Its Sunday, the world never sleeps if you are a young entrepreneur.
It may be the cock that crows, but it is the hen that lays the eggs Read More »
The results from Havas Media Group’s 2013 Meaningful Brands statistically reveal that the top “meaningful brands” outperform the stock market by 120%, and demonstrates in hard financial terms how the relationship between people and brands can benefit from measuring, communicating and delivering increased well-being.
Brands of local origin dominate the list of Meaningful Brands in Asia Pacific Read More »
The agency Young & Rubicam has built a database that by now includes around 40,000 brands. Using a specially developed tool, the Brand Asset Valuator (BAV), the company measures the development of brands in more than 40 countries since 1993 – analysing more than 75 metrics.
Brand clutter can create a marketing bubble Read More »
According to David Aaker, Vice Chairman of the strategic brand and marketing consultancy Prophet, “most brand strategists are focusing on “points of difference” (POD) that will give consumers good reasons to prefer their brand, since the key to winning is assumed to be differentiation.” “However, if there is a key ‘must have’ dimension, on which
Points of difference or points of parity: How to position your brand competitively Read More »
Interbrand, the world’s largest brand consultancies, expanded and improved its service capabilities as well as abilities in dealing with cross-language and cross-cultural branding even further after being acquired by Omnicom Group in 1993, having now 42 offices in 28 countries.
Interbrand’s Best Global Brands Report Read More »
According to marketing trend specialists, Gartner, ‘By 2017 the CMO will spend more on IT than the CIO’. This prediction seems like a complete game changer. A survey by Infogroup Targeting Solutions and Yesmail Interactive indicates that marketers are gearing up to invest heavily in Big Data during 2014.
Big Data in marketing: 5 reasons why it matters Read More »
