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More than a half century ago, the customer-centric branding pioneer Walter Landor said, “Products are made in the factory, but brands are created in the mind.” [1] In 2016, the path to that consumer experience is a two-way street, and guess who’s in the driver’s seat? Brands with strong personality are the winners, because customers […]
At the early Olympics, every four years triumphant athletes were lauded by having sponsorships called out (family name and native town), odes written and likenesses commissioned. These ancient versions of mass media frenzy were designed to create buzz and sing the virtues of the victorious. Today, major sporting events continue to represent big opportunities for […]
How do you get 53.9 million page views by 8 million unique visitors in six weeks while generating a 60-minute BBC documentary and 6,000 news stories worth $US165 million in free coverage? Turn a media campaign into a job search, was the response for one of the most successful brand campaigns ever. Tourism Queensland’s […]
As 2014 draws to an end, now is the time to review, revamp, and update your branding strategies for the year to come. Successful branding is the key to driving business growth and profitability – and in 2015, it will be more important than ever to have a strong, thriving brand. In the coming […]
The millennial generation is alternately revered and maligned by the media with many holding a skewed, stereotypical perception when in truth, millennials are a highly educated generation with fast-paced lifestyles. Typically they’re multi-taskers, highly connected, tech-savvy, enjoy instant gratification, want work-life balance and flexibility, are highly collaborative and value transparency i.e. openness and honesty in […]
Halloween isn’t just for kids anymore. This spooky celebration marks the start of a major holiday season, and it’s grown from a great time to sell sweets and treats, to a massive multi-billion dollar industry with all types of customers getting into the Halloween spirit and looking forward to scary fun opportunities! Your business […]
There’s no doubt about it: If you want a successful brand, you need to incorporate social media into your branding strategy. Customer interactions are increasingly taking place online rather than in person or over the phone, and your audience expects to find a strong social media presence for their favorite brands. Just how important […]
Much like the Olympics, every four years the World Cup captures the attention of the globe—and global marketers. World Cup branding is a powerful way for businesses to elevate their brand profiles and strengthen brand visibility on a global scale. But the branding techniques used by companies during World Cup fever don’t have to […]
In announcing its daily traffic flow back in 2010 the video channel YouTube revealed they were the second biggest online search source after Google. That put it higher than Firefox, Bing and even Yahoo. The YouTube report said it received 2 billion views a day. That’s a statistic that put YouTube in front of all […]
At least 80 per cent of household buying decisions today are typically controlled by women, especially in the areas of fast moving consumer goods. The question is, are you developing and marketing your brand effectively to this dominant ‘wallet controlling’ audience? Is your brand positioning, story, values and offering resonating with their needs? Are you […]
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