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Article

This article looks at how social purpose is essential in growing a brand but it has become so essential that brands now struggle to stand out.

Opinion

Gareth Kay argues that the industry should be more careful about how it uses the word ‘brand’, as it is in danger of becoming an empty phrase that will not help marketers connect businesses with their potential customers.

Opinion

For most brands, the relationship they have with their consumers is passive; meanwhile, others have been able to enter a different space, where consumers share their content and participate in the brand.

Article

This article provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.

Article

This event report outlines how Diageo, the alcoholic-drinks manufacturer, thinks about purpose-driven marketing.

Article

This article looks at what won't change in the near future and how these constants should influence a company's marketing strategy.

Article

This article argues that being liked by consumers is unnecessary for brand success and that it is unlikely to happen.

Opinion

Ahead of WARC's session at Cannes, Nigel Hollis of Millward Brown asks 'Is the creative industry losing its ability to sell stuff?'  Next week I will be speaking at a WARC panel session at Cannes on purpose marketing .

Article

This article explores key insights on brand architecture, or the organisation of a brand portfolio, highlighting methods and techniques to maximise the value of a portfolio while keeping clarity for consumers and employees.

News

TORONTO: Latent sexism, cultural insensitivity and an inability to "fail fast" are among the main reasons that marketing campaigns go wrong, according to Jon Wilkins, Chairman of ad agency Karmarama.

Article

This event report highlights some of the most questionable advertising efforts from around the world, and assesses the underlying failures that result in this type of material reaching consumers.

Article

This article considers what happens when brands progress from narcissism to solipsism, which makes them incapable of making a proper assessment of whether what they offer is different to or better than the competition.

Article

This article looks at one of India's most enduring brands, Amul Butter - a brand that consistently outranks global brands in the country, and can call itself 'The Taste of India' without eliciting any disagreement.

Article

This article looks at how marketers have a problem with the filter bubbles they create around themselves, insulating them from other, equally valid points of view.

Article

This article explains the importance of forming a cohesion between HR and marketing in order to build a stronger brand.

Article

This article reminds marketers that despite the need for purpose, utility is still more important for driving people's interactions with the brand.

Article

This article outlines six facets of home that offer a framework through which brands can fit into people's home life and add value to their lives, a rich seam as the creation and maintenance of the home spur countless purchase decisions every day.

Article

This short article looks at Mark Batey's 'Brand Meaning', which takes a holistic look at how consumers find and create meaning in brands, and explores the fundamental elements that connect people with products.

News

BOSTON: Politicians and their aides make use of many of the techniques and stratagems of the advertising and marketing industry, but the recent presidential election suggests they should pay closer attention to brand relationships, an academic has ...

Article

This article considers the profound problems faced by the advertising and marketing industries as they lose their ability to create what sells brands better than anything: trust.

Article

This article explores the avoidable mistakes that have been known to damage, or worse, kill a brand, and discusses the measures that can be taken to evade these dangers.

News

NEW YORK/BEIJING: Global brands seeking to succeed in the Chinese market might do better to simply cash in on their name rather than get involved on the ground themselves, according to a legal expert who points to the decisions of Yum Brands and ...

Article

This article looks at the seven ages through which brands pass, and how marketers can take advantage of them if they know and understand how they work.

Article

This article looks at how brand marketers oscillate between two extremes of the marketing spectrum: the one where they paint grand visions and the other where they focus exclusively on incremental gains.

Article

This article explores the current reading and thinking on the subject of Brand Loyalty, a topic spanning behaviour and attitude.