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”
Distinctiveness doesn’t need to come at the cost of differentiation
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”
Cadbury’s brand purpose is hypocrisy
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”
The unbearable lightness of buying, as told by an old jar of pesto
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”
We need a new ‘third way’ to set marketing budgets
Mark Ritson wrote an article for Marketing Week titled We need a new ‘third way’ to set marketing budgets. Continue reading “We need a new ‘third way’ to set marketing budgets”
collateral brand damage
Marketing professor Bruce Clark used the term “collateral brand damage.” I love this concept. Continue reading “collateral brand damage”
The Empathy Delusion
Andrew Tenzer of Reach Solutions wrote a white paper titled The Empathy Delusion about how the advertising industry has lost touch with mainstream audiences. Continue reading “The Empathy Delusion”
The North Face manipulating Wikipedia
A Fast Company article about a campaign for The North Face manipulating Wikipedia addresses the ethics and integrity (or lack thereof) of a brand. Continue reading “The North Face manipulating Wikipedia”
Articles of Interest 