You're not asking your client to solve the problem; that will come after the discovery process, once you've synthesized the
In times when there's so much that can pull us all apart, things like Pokemon Go bring people together. These fans have evolved in the way they interact with brands, and smart brands evolve with them.
Nathan's is hardly alone: smart publicity stunts have brought plenty of other brands big success. The Rose Bowl began as
A civil engineer recently remarked that nobody wants to pay for the upkeep of roads, public transit systems, or other infrastructure. After all, he quipped, "people get credit for building the new school, not maintaining what we already have."
The popular press has described a crisis of attention, a world awash in distraction, where consumers struggle to stay afloat
As an executive living in the digital age, communicating your value is an essential task if you want to establish yourself as a credible authority and build trust with potential customers.
Shining the spotlight on other people's brands, products and services across all of your business channels is an effective brand strategy you can use to leverage your brand to the next level.
In the age of rapid digital revolution in publishing, when readers have marketing management book options ranging from decades-old publications about how to be a successful CMO or brand manager to many different articles, there is a practical new free downloadable booklet worth reading.
Agencies should be honest about what they do best. Pretending is a slippery slope. If they have evolved their capabilities to offer more value, if they've acquired other talent to deliver differently, they should say so... when it's true.
Strategic brand management is a well-advised and profitable route. If a brand can capture the hearts and minds of its hard-to-please consumers and, even better, harness a 'spirit of the times', it will benefit from commitment, passion and even advocacy.