Brands can't take a pill to cure ills such as bad press and attacks by competitors. They must build immunity - and that means making sure the whole organisation is healthy. In this article, Terry Tyr ...

In his book 'BrandDigital', Allen Adamson explains why digital technology has not changed the basic rules of building a powerful brand but, rather, magnifies everything we know to be true, from collec ...

About 4 billion people live at the bottom of the global economic pyramid today. The definitions or terminologies vary widely but there is broad agreement on the numbers living in “poverty” equate to a ...

Most consumer brands are not creating value. The exceptions share a set of "energized" attributes that companies can identify and exploit. John Gerzema and Ed Lebar present research analysin ...

J. Walker Smith examines the effects of the recession and states that marketers must make consumers feel confident again. He suggests the parameters for the new rules for communicating with consumers: ...

Studying the data presented by the Consumer Board Consumer Confidence Index for December 2008, J Walker Smith argues that it tells very little and presents alternative viewpoints and sources for analy ...

In this article, J Walker Smith cautions people not to panic during a tough economic climate. While presenting the declining figures, he advises against building up personal savings and instead increa ...

Following Thanksgiving 2008, J Walker Smith assesses the unemployment figures and continuing economic downturn. Despite the poor developments, he insists it's not all bad news with the election of Bar ...

In this article, Martin Bishop sets out the options when a mainstream company finds a low-price competitor infringing on its territory. The company can "join 'em" - extend a flagship brand i ...

Understanding the rules of attraction can allow marketers to make a brand more attractive and ultimately "irresistible" to people. This paper examines the background to how attraction works ...

Generation Y (born between 1977 and 1985) have very different work expectations and demands compared against the Boomers before them. However, if a company wants to attract and retain the talented mem ...

There was a time when managing brands wasn’t so complex. With varying degrees of simplicity, brands such as Kellogg’s, Coca-Cola and Heinz acquired dominance by creating easy-to-understand identities ...

For today’s consumers, being green is not a fad, but a seismic, long-term shift in self-definition and behavior. For the last two years, Landor Associates’ ImagePower® Green Brands Survey has ...

The number of well-known brands taking on package makeovers has grown exponentially in the past couple of years. It used to be standard operating procedure for consumer goods to keep package design st ...

Anthony Shore gives his six tips on what NOT to do when naming a company or product. These include: waiting until the last minute; be sure the new name is descriptive, begins with the letter A and has ...

Villa Daslu is one of Latin America’s most exclusive shopping malls. It opened in São Paolo, Brazil in 2005 with every luxury item available from around the world. The rationale behind each brand ...

The third annual Top Ten Breakaway Brands® valuation study: Quantitative consumer perception data, as measured by Young & Rubicam Brands’ BrandAsset® Valuator, identifies the 10 br ...

It seems like only yesterday foreigners on business trips first started showing up with their smart carry-ons in China’s glitzy, first-tier cities. Beijing, Shanghai and Guangzhou? Today, forward-thin ...

Most global companies have found that building brands in India is no easy task. Because the Indian market and consumer differ significantly from the rest of the world, the tried and tested approach of ...

This paper seeks to understand the true perception of China around the world. Is it fear, fascination, or something in between? To move beyond the media hype and get a fact-based perspective on these ...

Sliders is a new tool for aiding brand portfolio decision-making. It is designed to assist decision making by opening up the process to a range of important factors. It’s a visual aid that provides a ...

At the beginning of 2008, Landor look to the future and tried to anticipate how trends and consumer mindsets might evolve. Topics covered include: going green, snacking, naming conventions, telecommun ...

Josey Duncan Lee looks to the future and suggests two main changes in the next 55 years: The first is that technology will become less complex and be used for what is needed, rather than for the sake ...

Brian Fetherstonhaugh writes that the Four Ps of Marketing, Product, Place, Price and Promotion were conceived in 1960. Now they are to be replaced with the Four Es - Experience, Everyplace, Exchange

As old as television itself, branded entertainment is undergoing a digital renaissance as it becomes an increasingly viable way to connect brands and consumers. Doug Scott discusses the ways that bran

The sales and marketing gap is narrowing, thanks to digital channels that make rich, targeted and timely content more accessible than ever. Sherri Leopard argues that the way for sales and marketing t

In today's era, when consumers not only choose but control their media consumption, email has emerged as the rising star of direct marketing. Andy Goldman discusses how email can grow from now with he

Personal recommendation through word-of-mouth is the marketer's "holy grail." Today, through the magic of broadband connection, users all over the world are sharing content (along with marketing messa

In this case study, Chris Reitermann asks how Motorola got its mojo back. The answer: by successfully capturing the attention and imagination of China's youth through the unifying force of music. Moto

Internet-driven "search" has become the ultimate connection mechanism, linking buyers and sellers at a level of relevancy and immediacy never seen before. Greg Smith shows that as media have ...