Marcelo Ferrarini Carneiro, Senior Manager, Global Insights at the LEGO Group wrote an article titled What I wish I knew about brand strategy 10 years ago (when he joined a brand consultancy straight out of school with finance-focused business degree).
Continue reading “Marcelo Ferrarini Carneiro on brand strategy”Brand Naming: Washington Commanders
John Keim wrote an article for ESPN titled Washington Commanders: Inside the NFL franchise’s search for a new nickname and logo.
Continue reading “Brand Naming: Washington Commanders”Rethinking the long and the short of it
Andrew Willshire wrote an article for MarketingWeek titled Focus on the short term and the long term will take care of itself (2017). It is a contrarian view to the Binet and Field 55/45 model of long-term brand building and short-term activation advertising.
Continue reading “Rethinking the long and the short of it”Tom Roach’s 7 principles of effective marketing communication
Tom Roach wrote an article for MarketingWeek titled Seven principles of effective marketing communication (October 5, 2021).
Continue reading “Tom Roach’s 7 principles of effective marketing communication”What happens when brands stop advertising?
Adam Gelzinis, Rachel Kennedy, Virginia Beal, Nicole Hartnett and Byron Sharp of Ehrenberg-Bass Institute wrote an article titled What happens when brands stop advertising?
Continue reading “What happens when brands stop advertising?”You can’t content-market your way to leadership
Jason Patterson wrote a LinkedIn post titled Do You Have Content Marketing Backwards? (July 21, 2021).
Continue reading “You can’t content-market your way to leadership”Mark Ritson: distinctiveness and differentiation are equally potent
Mark Ritson wrote an article for MarketingWeek (August 2018) titled Byron Sharp in wrong—of course brand perceptions influence sales.
Continue reading “Mark Ritson: distinctiveness and differentiation are equally potent”Les Binet on brands: if you want to grow, you have to punch above your weight.
WARC’s Anna Hamill interviewed Les Binet in October 2020. The full interview is here: Les Binet on why long-term marketing matters in the age of short-termism. Highlights below.
Continue reading “Les Binet on brands: if you want to grow, you have to punch above your weight.”How to get executive buy-in for long-term marketing
Mark Ritson wrote an article for MarketingWeek titled The Seven things marketers need to know in order to answer The Question.
Continue reading “How to get executive buy-in for long-term marketing”3 rules for more effective B2B marketing
Peter Weinberg and Jon Lombardo wrote an article for MarketingWeek titled Three rules for more effective B2B marketing (8 Feb 2021).
Continue reading “3 rules for more effective B2B marketing”
Articles of Interest 