Martin Weigel wrote a blog post titled The tragic horizon: Resisting marketing’s drift towards the business of value destruction. Continue reading “marketing’s drift towards the business of value destruction”
Leonard M. Lodish and Carl F. Mela wrote an article for the July–August 2007 Issue of Harvard Business Review titled If Brands Are Built over Years, Why Are They Managed over Quarters? The article includes some insights from Vlasic, Nike, Victoria’s Secret, and Clorox. Continue reading “If Brands Are Built over Years, Why Are They Managed over Quarters?”
Tom Roach, Managing Partner of ad agency Bartle Bogle Hegarty, wrote an open letter to CMOs titled The Most Valuable Business Tool Ever Invented providing data points to help convince their CEOs and CFOs of the value created by investing in brand equity. Continue reading “What brands do to create value”
Mark Ritson wrote a Marketing Week article titled Distinctiveness doesn’t need to come at the cost of differentiation.
« The story of differentiation and its more superficial, extrovert cousin called distinctiveness is one of the most interesting and important in branding right now. » Continue reading “Distinctiveness doesn’t need to come at the cost of differentiation”
Mark Ritson wrote an article for MarketingWeek titled Standing out is the key brand challenge – that’s why great brands play with their codes. Continue reading “Standing out is the key brand challenge – playing with brand codes”
Mark Ritson wrote an article for Marketing Week titled Cadbury’s brand purpose is just ‘woke-washing’. Continue reading “Cadbury’s brand purpose is hypocrisy”
Wiemer Snijders, editor of the book Eat Your Greens: Fact Based Thinking To Improve Your Brand’s Health, wrote an article for Mumbrella titled The unbearable lightness of buying, as told by an old jar of pesto. The articles begins with Mr. Snijders finding a 6-year old jar of pesto in his refrigerator. Continue reading “The unbearable lightness of buying, as told by an old jar of pesto”