Using digital advertising to deliver brand outcomes
Digital media is important for delivering brand outcomes and positively influencing long-term growth, but there…
Browsing: Brand Equity
Marketing Meets Mission
A beer brand might seem an unlikely ally in the campaign to end violence against…
Business Resilience in Digital Media
The Shama Hyder Interview The coronavirus pandemic has caused immense disruption across nearly every industry.…
The Lobster Mac ‘n’ Cheese Mystery: Why Brands Mix High with Low
From a $2,000 tote made to look like an Ikea shopping bag to lobster macaroni…
Markets Do It Vertically. Consumers Do It Horizontally
Quick: What do white wine, Brie cheese, a squash racquet, a Brooks Brothers suit, fresh…
The Hidden Threat to More Intelligent Marketing
“We all know women deserve less money than men, right?” If machines could talk, that…
How do you make customers feel?
How you make customers feel often influences them far more than you might realize. People…
How shopper marketing is changing
Many brands are failing to monetise at the shelf, with a poor shopper marketing strategy…
The new rules of engagement in brand experience
Just as digital has transformed markets, it is now transforming how brand value is built,…
The Consequences of Ignoring Brand Story
Years ago, I started my marketing career at Kraft Foods. It was an amazing place…