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Admap: June 2014

Building brands in the digital age
The digital era has opened up new ways of building brands, but have brands adapted to the opportunity offered? This issue presents the Admap Prize winning essays, with gold winner Megan Averell arguing that brands have failed by delivering disruptive digital ads, over-promising and under-delivering.

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Article

This Adstats examines the UK adspend forecast for 2014 and 2015, based on the Advertising Association/Warc Expenditure Report.

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This article describes ten new marketing paradigms in the digital world, where information is abundant and attention scarce.

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This article discusses the nature of truth, in the context of hyperbole as a rhetorical device, false rumours, and the size of China meaning some extraordinary claims are true.

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This article discusses the importance and unimportance of logos in branding. Designers and marketers often attach meaning to logos that consumers do not: consumers rarely consider what the deeper connotations of a logo are or attach any intrinsic meaning to it.

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This essay argues that purpose is key to building brands in the digital age with three key behaviours driving changes in how people relate to brands.

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This article argues that brands would do better if they focussed on small ideas rather than big strategies.

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This article discusses what marketers should do when sales decline, arguing that instead of asking people why they no long buy, marketers should ask users why they still buy.

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This article sets out 10 principles of open business, which is argued to be vital in the modern economy which demands connectedness, openness and meaning.

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This article discusses the role of digital in branding, arguing that the objectives of branding are static whilst the means to achieve it are not.

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This article discusses the conflict between real-time and more traditional post-campaign evaluation. Big Data and real-time evaluation allows marketers to understand some of the impact of campaigns, but not all.

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This essay discusses the importance of emotional intelligence for building brands. Brands must be able to analyse and make use of emotions in a strategic way.

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This essay argues that in the digital world brands must stand for a patchwork of multiple experiences and ideas.

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This article describes the trend of brand 'maturialism' - quirky and daring campaigns that grab attention.

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This article introduces the winner of the Admap Prize 2014, on the topic building brands in the digital age.

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This article from the Admap Media Planning Toolkit discusses the importance of insight in a world of big data and provides guidelines for developing insight capability.

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This article describes a new approach to out of home (OOH) advertising effectiveness measurement. A lack of data has prevented the ROI of OOH media being properly measured, leading to some assumptions that it is of little value.

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This Speed Read summarises The Big Lie, by Christophe Jouan, Meabh Quoirin and James Murphy. The book challenges the traditional model of the typical consumer and instead offers insight into today's more complex consumer.

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This article outlines four criteria for defining social success, using learnings from the Warc Prize for Social Strategy.

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This article argues that many assumptions about word of mouth (WOM) are wrong. Academic researchers with access to limited datasets must be cautious about making generalisations as patterns in WOM vary by category.

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This essay discusses the importance of brand fame in brand building. A number of studies have found fame (or salience or familiarity) to be a key driver of brand growth, but this essay argues it has become even more important in the digital era.

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This essay argues that in order to survive in the digital era brand must become pragmatically political.

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This article explains the key points from Facebook's April 2014 F8 (platform updates announcement event), following three years of silence, which will impact on marketers.

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This essay argues that brands have failed to live up to the promise that digital would change how they are built.

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This article describes four consumer profiles for people buying cars based on different mixes of research and buying patterns.

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Mark Howley, group managing director of ZenithOptimedia, shares the six books that have influenced him most.