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MOST BRAND LOYALTY IS NOTHING BUT INERTIA Brand Inertia vs Brand Loyalty. ‘Brand love’ and ‘brand loyalty’ are two of the biggest talking points in marketing, today. However, in most cases, people neither love, nor are truly loyal to brands. If you go to a bar and ask for a Coke and they say “we don’t have it, but we have Pepsi” you don’t leave to find a barthat serves
UNDERSTANDING THE DIFFERENCE BETWEEN BRAND EQUITY & AWARENESS Brand awareness falls under the customer mindset. In addition, what determines brand awareness also determines financial marketing outcomes. To put it simply: brand awareness may be tied to brand equity but should be treated as a separate KPI. Consider brand awareness just one detail in the larger world of brand equity. H&M'S GREENWASHING: SHORT-SIGHTED AND UNETHICAL The largest companies, like Zara and H&M, pledged to make changes to their supply chain and manufacturing process to reduce the harm they do to vulnerable people, and to the environment. In some cases, the company means it. In others, it’s a serious case of greenwashing. Greenwashing is, by no means, a new phenomenon. THE 56 ORIGINAL INGREDIENTS IN JÄGERMEISTER The 56 Original Ingredients in Jägermeister. It takes 56 parts, 3 great artists and one creative idea to make a campaign that both people within the advertising industry and the consumers will talk about–or at least, so is the case with the new Jägermeister campaign for the US market, called “56 Parts. Best as One.”. THE RIGHT WAY TO CREATE ONCE, PUBLISH EVERYWHERESEE MORE ONBRANDINGMAG.COM
ADIDAS’ INTERACTIVE WINDOW SHOPPING EXPERIENCE The interactive touch-screen interface enables consumers to explore Adidas’ NEO teen fashion label collections by testing out various clothing combinations on a mannequin. Ted Mager, the Global Vice President of Retail Enviroments at Adidas, explains: “After the success of the Social Media Mirror, one of our latest retailinnovations, we
FLUID’S SCANDALOUS DOMESTIC VIOLENCE AD Fluid’s scandalous domestic violence ad. “Look good in all you do” usually sounds ok if it’s not the kind of looking good while your husband is beating you. Well that was exactly what Fluid hair salon in Edmonton, Alberta, tried to tell us. For some reason, they believed this could be a good commercial, but now they’ve gotproblem
THE DANGERS OF REBRANDING THE PSYCHOLOGY BEHIND YOUR BRAND: HOW CUSTOMERS SEE YOU The Psychology Behind Your Brand: How Customers See You. Most of the choices we make every day are based on how we feel, how we see ourselves and the people around us. The same principle applies to our brand choices although many business owners think the product features are the king. Brands are no different from people. BRANDS IN THE BOARDROOM: THE BUSINESS SIDE OF BRANDING The appearance of the brand in a balance sheet. So, here’s the thing: In a balance sheet, ‘brand equity’ is not visible, it doesn’t show. You can see ‘Brand’ under Intangible Assets, at the top-left of a balance sheet. And you can see ‘Equity’ under Capital, at the top-right of a balance sheet. For both ‘Brand’ and‘Equity
MOST BRAND LOYALTY IS NOTHING BUT INERTIA Brand Inertia vs Brand Loyalty. ‘Brand love’ and ‘brand loyalty’ are two of the biggest talking points in marketing, today. However, in most cases, people neither love, nor are truly loyal to brands. If you go to a bar and ask for a Coke and they say “we don’t have it, but we have Pepsi” you don’t leave to find a barthat serves
UNDERSTANDING THE DIFFERENCE BETWEEN BRAND EQUITY & AWARENESS Brand awareness falls under the customer mindset. In addition, what determines brand awareness also determines financial marketing outcomes. To put it simply: brand awareness may be tied to brand equity but should be treated as a separate KPI. Consider brand awareness just one detail in the larger world of brand equity. H&M'S GREENWASHING: SHORT-SIGHTED AND UNETHICAL The largest companies, like Zara and H&M, pledged to make changes to their supply chain and manufacturing process to reduce the harm they do to vulnerable people, and to the environment. In some cases, the company means it. In others, it’s a serious case of greenwashing. Greenwashing is, by no means, a new phenomenon. THE 56 ORIGINAL INGREDIENTS IN JÄGERMEISTER The 56 Original Ingredients in Jägermeister. It takes 56 parts, 3 great artists and one creative idea to make a campaign that both people within the advertising industry and the consumers will talk about–or at least, so is the case with the new Jägermeister campaign for the US market, called “56 Parts. Best as One.”. THE RIGHT WAY TO CREATE ONCE, PUBLISH EVERYWHERESEE MORE ONBRANDINGMAG.COM
ADIDAS’ INTERACTIVE WINDOW SHOPPING EXPERIENCE The interactive touch-screen interface enables consumers to explore Adidas’ NEO teen fashion label collections by testing out various clothing combinations on a mannequin. Ted Mager, the Global Vice President of Retail Enviroments at Adidas, explains: “After the success of the Social Media Mirror, one of our latest retailinnovations, we
FLUID’S SCANDALOUS DOMESTIC VIOLENCE AD Fluid’s scandalous domestic violence ad. “Look good in all you do” usually sounds ok if it’s not the kind of looking good while your husband is beating you. Well that was exactly what Fluid hair salon in Edmonton, Alberta, tried to tell us. For some reason, they believed this could be a good commercial, but now they’ve gotproblem
GOOD ENOUGH ISN’T GOOD ENOUGH While purpose is helpful, when used in isolation it encourages brands to exaggerate their role in the world. Usually built on half-truths, they create mind-numbingly bland positionings that typically neglect what the customer wants. UNLOCKING THE POWER OF MUSIC AND SOUND ON CONSUMER SPENDING Earlier this year, we embarked on an exciting project with YouGov to lift the lid on the purchasing power of sound within brand marketing. The survey of over 2,000 adults from across Britain found that 1 in 3 adults under the age of 35 (33 percent) feel more favorable towards brands with a sonic identity than those without. But perhaps most significant was the finding that almost 1 in 5 adultsZOOM OR GLOOM
Once an organization has settled on a rebrand, and the reasons why, the next step is to get all the stakeholders, creative team, and ideally some clients in a room for a face-to-face workshop. BATTLE OF THE BRANDS Battle of the Brands – Virgin Media vs O2. Strategy. EMEA. 8 min read. In May, it was announced that Virgin Media and O2 are to merge to create a £31-billion media and telecoms giant. As the dust settles on the deal, one of the first strategic decisions will be what to call the newly converged behemoth. Both brands have been major players in UNDERSTANDING THE DIFFERENCE BETWEEN BRAND EQUITY & AWARENESS Brand awareness falls under the customer mindset. In addition, what determines brand awareness also determines financial marketing outcomes. To put it simply: brand awareness may be tied to brand equity but should be treated as a separate KPI. Consider brand awareness just one detail in the larger world of brand equity. BRANDS IN THE BOARDROOM: THE BUSINESS SIDE OF BRANDING The appearance of the brand in a balance sheet. So, here’s the thing: In a balance sheet, ‘brand equity’ is not visible, it doesn’t show. You can see ‘Brand’ under Intangible Assets, at the top-left of a balance sheet. And you can see ‘Equity’ under Capital, at the top-right of a balance sheet. For both ‘Brand’ and‘Equity
WHY AM I REBRANDING? Why Am I Rebranding? Whether sales have slipped, workforces and customers have outgrown an existing brand, or leaders have had to pivot their propositions to remain relevant, exploring a rebrand is by no means an overnight process – or a quick-fix that doesn’t address underlying issues. Several conversations between internalteams have to
THE IMPACT OF SOCIAL SHIFTS ON BRANDING & COMMUNICATIONS As part of the Glocalities research program, we ask and monitor hundreds of values, attitude, lifestyle, and behavioral questions, including brand usage. This is the basis for our data and insights. And based on that data, we build our own values segmentation — as an additional analysis tool. WHY EVERY BRAND SHOULD BE DOING DIGITAL AUDIO MARKETING The listenership of digital audio is surpassing traditional radio, adding to the rise of mobile audio. eMarketer’s 2019 Digital Audio Advertising report shows that the time U.S. adults spend listening to digital audio will be greater than traditional radio for THE RIGHT WAY TO CREATE ONCE, PUBLISH EVERYWHERE The Right Way to Create Once, Publish Everywhere. Create Once, Publish Everywhere (COPE) is an established strategy for content creation and distribution. It’s often interpreted literally, meaning the same content is published on all marketing channels. The sentiment behind this is good as marketers aim for efficiency in creation and THE DANGERS OF REBRANDING THE PSYCHOLOGY BEHIND YOUR BRAND: HOW CUSTOMERS SEE YOU The Psychology Behind Your Brand: How Customers See You. Most of the choices we make every day are based on how we feel, how we see ourselves and the people around us. The same principle applies to our brand choices although many business owners think the product features are the king. Brands are no different from people. BRANDS IN THE BOARDROOM: THE BUSINESS SIDE OF BRANDING The appearance of the brand in a balance sheet. So, here’s the thing: In a balance sheet, ‘brand equity’ is not visible, it doesn’t show. You can see ‘Brand’ under Intangible Assets, at the top-left of a balance sheet. And you can see ‘Equity’ under Capital, at the top-right of a balance sheet. For both ‘Brand’ and‘Equity
MOST BRAND LOYALTY IS NOTHING BUT INERTIA Brand Inertia vs Brand Loyalty. ‘Brand love’ and ‘brand loyalty’ are two of the biggest talking points in marketing, today. However, in most cases, people neither love, nor are truly loyal to brands. If you go to a bar and ask for a Coke and they say “we don’t have it, but we have Pepsi” you don’t leave to find a barthat serves
UNDERSTANDING THE DIFFERENCE BETWEEN BRAND EQUITY & AWARENESS Brand awareness falls under the customer mindset. In addition, what determines brand awareness also determines financial marketing outcomes. To put it simply: brand awareness may be tied to brand equity but should be treated as a separate KPI. Consider brand awareness just one detail in the larger world of brand equity. H&M'S GREENWASHING: SHORT-SIGHTED AND UNETHICAL The largest companies, like Zara and H&M, pledged to make changes to their supply chain and manufacturing process to reduce the harm they do to vulnerable people, and to the environment. In some cases, the company means it. In others, it’s a serious case of greenwashing. Greenwashing is, by no means, a new phenomenon. THE 56 ORIGINAL INGREDIENTS IN JÄGERMEISTER The 56 Original Ingredients in Jägermeister. It takes 56 parts, 3 great artists and one creative idea to make a campaign that both people within the advertising industry and the consumers will talk about–or at least, so is the case with the new Jägermeister campaign for the US market, called “56 Parts. Best as One.”. THE RIGHT WAY TO CREATE ONCE, PUBLISH EVERYWHERESEE MORE ONBRANDINGMAG.COM
ADIDAS’ INTERACTIVE WINDOW SHOPPING EXPERIENCE The interactive touch-screen interface enables consumers to explore Adidas’ NEO teen fashion label collections by testing out various clothing combinations on a mannequin. Ted Mager, the Global Vice President of Retail Enviroments at Adidas, explains: “After the success of the Social Media Mirror, one of our latest retailinnovations, we
FLUID’S SCANDALOUS DOMESTIC VIOLENCE AD Fluid’s scandalous domestic violence ad. “Look good in all you do” usually sounds ok if it’s not the kind of looking good while your husband is beating you. Well that was exactly what Fluid hair salon in Edmonton, Alberta, tried to tell us. For some reason, they believed this could be a good commercial, but now they’ve gotproblem
THE DANGERS OF REBRANDING THE PSYCHOLOGY BEHIND YOUR BRAND: HOW CUSTOMERS SEE YOU The Psychology Behind Your Brand: How Customers See You. Most of the choices we make every day are based on how we feel, how we see ourselves and the people around us. The same principle applies to our brand choices although many business owners think the product features are the king. Brands are no different from people. BRANDS IN THE BOARDROOM: THE BUSINESS SIDE OF BRANDING The appearance of the brand in a balance sheet. So, here’s the thing: In a balance sheet, ‘brand equity’ is not visible, it doesn’t show. You can see ‘Brand’ under Intangible Assets, at the top-left of a balance sheet. And you can see ‘Equity’ under Capital, at the top-right of a balance sheet. For both ‘Brand’ and‘Equity
MOST BRAND LOYALTY IS NOTHING BUT INERTIA Brand Inertia vs Brand Loyalty. ‘Brand love’ and ‘brand loyalty’ are two of the biggest talking points in marketing, today. However, in most cases, people neither love, nor are truly loyal to brands. If you go to a bar and ask for a Coke and they say “we don’t have it, but we have Pepsi” you don’t leave to find a barthat serves
UNDERSTANDING THE DIFFERENCE BETWEEN BRAND EQUITY & AWARENESS Brand awareness falls under the customer mindset. In addition, what determines brand awareness also determines financial marketing outcomes. To put it simply: brand awareness may be tied to brand equity but should be treated as a separate KPI. Consider brand awareness just one detail in the larger world of brand equity. H&M'S GREENWASHING: SHORT-SIGHTED AND UNETHICAL The largest companies, like Zara and H&M, pledged to make changes to their supply chain and manufacturing process to reduce the harm they do to vulnerable people, and to the environment. In some cases, the company means it. In others, it’s a serious case of greenwashing. Greenwashing is, by no means, a new phenomenon. THE 56 ORIGINAL INGREDIENTS IN JÄGERMEISTER The 56 Original Ingredients in Jägermeister. It takes 56 parts, 3 great artists and one creative idea to make a campaign that both people within the advertising industry and the consumers will talk about–or at least, so is the case with the new Jägermeister campaign for the US market, called “56 Parts. Best as One.”. THE RIGHT WAY TO CREATE ONCE, PUBLISH EVERYWHERESEE MORE ONBRANDINGMAG.COM
ADIDAS’ INTERACTIVE WINDOW SHOPPING EXPERIENCE The interactive touch-screen interface enables consumers to explore Adidas’ NEO teen fashion label collections by testing out various clothing combinations on a mannequin. Ted Mager, the Global Vice President of Retail Enviroments at Adidas, explains: “After the success of the Social Media Mirror, one of our latest retailinnovations, we
FLUID’S SCANDALOUS DOMESTIC VIOLENCE AD Fluid’s scandalous domestic violence ad. “Look good in all you do” usually sounds ok if it’s not the kind of looking good while your husband is beating you. Well that was exactly what Fluid hair salon in Edmonton, Alberta, tried to tell us. For some reason, they believed this could be a good commercial, but now they’ve gotproblem
GOOD ENOUGH ISN’T GOOD ENOUGH While purpose is helpful, when used in isolation it encourages brands to exaggerate their role in the world. Usually built on half-truths, they create mind-numbingly bland positionings that typically neglect what the customer wants. UNLOCKING THE POWER OF MUSIC AND SOUND ON CONSUMER SPENDING Earlier this year, we embarked on an exciting project with YouGov to lift the lid on the purchasing power of sound within brand marketing. The survey of over 2,000 adults from across Britain found that 1 in 3 adults under the age of 35 (33 percent) feel more favorable towards brands with a sonic identity than those without. But perhaps most significant was the finding that almost 1 in 5 adultsZOOM OR GLOOM
Once an organization has settled on a rebrand, and the reasons why, the next step is to get all the stakeholders, creative team, and ideally some clients in a room for a face-to-face workshop. BATTLE OF THE BRANDS Battle of the Brands – Virgin Media vs O2. Strategy. EMEA. 8 min read. In May, it was announced that Virgin Media and O2 are to merge to create a £31-billion media and telecoms giant. As the dust settles on the deal, one of the first strategic decisions will be what to call the newly converged behemoth. Both brands have been major players in UNDERSTANDING THE DIFFERENCE BETWEEN BRAND EQUITY & AWARENESS Brand awareness falls under the customer mindset. In addition, what determines brand awareness also determines financial marketing outcomes. To put it simply: brand awareness may be tied to brand equity but should be treated as a separate KPI. Consider brand awareness just one detail in the larger world of brand equity. BRANDS IN THE BOARDROOM: THE BUSINESS SIDE OF BRANDING The appearance of the brand in a balance sheet. So, here’s the thing: In a balance sheet, ‘brand equity’ is not visible, it doesn’t show. You can see ‘Brand’ under Intangible Assets, at the top-left of a balance sheet. And you can see ‘Equity’ under Capital, at the top-right of a balance sheet. For both ‘Brand’ and‘Equity
WHY AM I REBRANDING? Why Am I Rebranding? Whether sales have slipped, workforces and customers have outgrown an existing brand, or leaders have had to pivot their propositions to remain relevant, exploring a rebrand is by no means an overnight process – or a quick-fix that doesn’t address underlying issues. Several conversations between internalteams have to
THE IMPACT OF SOCIAL SHIFTS ON BRANDING & COMMUNICATIONS As part of the Glocalities research program, we ask and monitor hundreds of values, attitude, lifestyle, and behavioral questions, including brand usage. This is the basis for our data and insights. And based on that data, we build our own values segmentation — as an additional analysis tool. WHY EVERY BRAND SHOULD BE DOING DIGITAL AUDIO MARKETING The listenership of digital audio is surpassing traditional radio, adding to the rise of mobile audio. eMarketer’s 2019 Digital Audio Advertising report shows that the time U.S. adults spend listening to digital audio will be greater than traditional radio for THE RIGHT WAY TO CREATE ONCE, PUBLISH EVERYWHERE The Right Way to Create Once, Publish Everywhere. Create Once, Publish Everywhere (COPE) is an established strategy for content creation and distribution. It’s often interpreted literally, meaning the same content is published on all marketing channels. The sentiment behind this is good as marketers aim for efficiency in creation and THE DANGERS OF REBRANDING THE PSYCHOLOGY BEHIND YOUR BRAND: HOW CUSTOMERS SEE YOU The Psychology Behind Your Brand: How Customers See You. Most of the choices we make every day are based on how we feel, how we see ourselves and the people around us. The same principle applies to our brand choices although many business owners think the product features are the king. Brands are no different from people. UNDERSTANDING THE DIFFERENCE BETWEEN BRAND EQUITY & AWARENESS Brand awareness falls under the customer mindset. In addition, what determines brand awareness also determines financial marketing outcomes. To put it simply: brand awareness may be tied to brand equity but should be treated as a separate KPI. Consider brand awareness just one detail in the larger world of brand equity. THE EVOLUTION OF SOCIAL MEDIA AND THE IMPORTANCE OF Ultimately, the benefits of moving towards people-powered campaigns in social media are huge, especially in terms of saving time and money. Even though this content is created by individuals without much brand direction, the authenticity and trustworthiness of such content have been proven to achieve up to 7x the engagement of that received by brand-created assets 1. BATTLE OF THE BRANDS Battle of the Brands – Virgin Media vs O2. Strategy. EMEA. 8 min read. In May, it was announced that Virgin Media and O2 are to merge to create a £31-billion media and telecoms giant. As the dust settles on the deal, one of the first strategic decisions will be what to call the newly converged behemoth. Both brands have been major players in MOST BRAND LOYALTY IS NOTHING BUT INERTIA Brand Inertia vs Brand Loyalty. ‘Brand love’ and ‘brand loyalty’ are two of the biggest talking points in marketing, today. However, in most cases, people neither love, nor are truly loyal to brands. If you go to a bar and ask for a Coke and they say “we don’t have it, but we have Pepsi” you don’t leave to find a barthat serves
H&M'S GREENWASHING: SHORT-SIGHTED AND UNETHICAL The largest companies, like Zara and H&M, pledged to make changes to their supply chain and manufacturing process to reduce the harm they do to vulnerable people, and to the environment. In some cases, the company means it. In others, it’s a serious case of greenwashing. Greenwashing is, by no means, a new phenomenon. THE 56 ORIGINAL INGREDIENTS IN JÄGERMEISTER The 56 Original Ingredients in Jägermeister. It takes 56 parts, 3 great artists and one creative idea to make a campaign that both people within the advertising industry and the consumers will talk about–or at least, so is the case with the new Jägermeister campaign for the US market, called “56 Parts. Best as One.”. ADIDAS’ INTERACTIVE WINDOW SHOPPING EXPERIENCE The interactive touch-screen interface enables consumers to explore Adidas’ NEO teen fashion label collections by testing out various clothing combinations on a mannequin. Ted Mager, the Global Vice President of Retail Enviroments at Adidas, explains: “After the success of the Social Media Mirror, one of our latest retailinnovations, we
FLUID’S SCANDALOUS DOMESTIC VIOLENCE AD Fluid’s scandalous domestic violence ad. “Look good in all you do” usually sounds ok if it’s not the kind of looking good while your husband is beating you. Well that was exactly what Fluid hair salon in Edmonton, Alberta, tried to tell us. For some reason, they believed this could be a good commercial, but now they’ve gotproblem
THE DANGERS OF REBRANDING THE PSYCHOLOGY BEHIND YOUR BRAND: HOW CUSTOMERS SEE YOU The Psychology Behind Your Brand: How Customers See You. Most of the choices we make every day are based on how we feel, how we see ourselves and the people around us. The same principle applies to our brand choices although many business owners think the product features are the king. Brands are no different from people. UNDERSTANDING THE DIFFERENCE BETWEEN BRAND EQUITY & AWARENESS Brand awareness falls under the customer mindset. In addition, what determines brand awareness also determines financial marketing outcomes. To put it simply: brand awareness may be tied to brand equity but should be treated as a separate KPI. Consider brand awareness just one detail in the larger world of brand equity. THE EVOLUTION OF SOCIAL MEDIA AND THE IMPORTANCE OF Ultimately, the benefits of moving towards people-powered campaigns in social media are huge, especially in terms of saving time and money. Even though this content is created by individuals without much brand direction, the authenticity and trustworthiness of such content have been proven to achieve up to 7x the engagement of that received by brand-created assets 1. BATTLE OF THE BRANDS Battle of the Brands – Virgin Media vs O2. Strategy. EMEA. 8 min read. In May, it was announced that Virgin Media and O2 are to merge to create a £31-billion media and telecoms giant. As the dust settles on the deal, one of the first strategic decisions will be what to call the newly converged behemoth. Both brands have been major players in MOST BRAND LOYALTY IS NOTHING BUT INERTIA Brand Inertia vs Brand Loyalty. ‘Brand love’ and ‘brand loyalty’ are two of the biggest talking points in marketing, today. However, in most cases, people neither love, nor are truly loyal to brands. If you go to a bar and ask for a Coke and they say “we don’t have it, but we have Pepsi” you don’t leave to find a barthat serves
H&M'S GREENWASHING: SHORT-SIGHTED AND UNETHICAL The largest companies, like Zara and H&M, pledged to make changes to their supply chain and manufacturing process to reduce the harm they do to vulnerable people, and to the environment. In some cases, the company means it. In others, it’s a serious case of greenwashing. Greenwashing is, by no means, a new phenomenon. THE 56 ORIGINAL INGREDIENTS IN JÄGERMEISTER The 56 Original Ingredients in Jägermeister. It takes 56 parts, 3 great artists and one creative idea to make a campaign that both people within the advertising industry and the consumers will talk about–or at least, so is the case with the new Jägermeister campaign for the US market, called “56 Parts. Best as One.”. ADIDAS’ INTERACTIVE WINDOW SHOPPING EXPERIENCE The interactive touch-screen interface enables consumers to explore Adidas’ NEO teen fashion label collections by testing out various clothing combinations on a mannequin. Ted Mager, the Global Vice President of Retail Enviroments at Adidas, explains: “After the success of the Social Media Mirror, one of our latest retailinnovations, we
FLUID’S SCANDALOUS DOMESTIC VIOLENCE AD Fluid’s scandalous domestic violence ad. “Look good in all you do” usually sounds ok if it’s not the kind of looking good while your husband is beating you. Well that was exactly what Fluid hair salon in Edmonton, Alberta, tried to tell us. For some reason, they believed this could be a good commercial, but now they’ve gotproblem
BRANDINGMAG
But the near-total absence of any form of creative representation in the boardroom means that there is near-zero governance of creativity.”. Nick Liddell. 2. “In a perfect future vision, PR would always have a board-level seat at any business – helping inform and shape decisions as they are made. PR is not anafterthought.”.
GOOD ENOUGH ISN’T GOOD ENOUGH While purpose is helpful, when used in isolation it encourages brands to exaggerate their role in the world. Usually built on half-truths, they create mind-numbingly bland positionings that typically neglect what the customer wants.WALK THE TALK
"Being close to customers can generate doubts about good intentions, but being close to the team and promoting this same feeling, supporting the culture, and valuing the team, is a good example of practicing what is said."ZOOM OR GLOOM
Once an organization has settled on a rebrand, and the reasons why, the next step is to get all the stakeholders, creative team, and ideally some clients in a room for a face-to-face workshop. BRANDS IN THE BOARDROOM: THE BUSINESS SIDE OF BRANDING The appearance of the brand in a balance sheet. So, here’s the thing: In a balance sheet, ‘brand equity’ is not visible, it doesn’t show. You can see ‘Brand’ under Intangible Assets, at the top-left of a balance sheet. And you can see ‘Equity’ under Capital, at the top-right of a balance sheet. For both ‘Brand’ and‘Equity
BATTLE OF THE BRANDS Battle of the Brands – Virgin Media vs O2. Strategy. EMEA. 8 min read. In May, it was announced that Virgin Media and O2 are to merge to create a £31-billion media and telecoms giant. As the dust settles on the deal, one of the first strategic decisions will be what to call the newly converged behemoth. Both brands have been major players inFELIPE GONDIN
With 15+ years of experience in branding, Felipe Gondin is co-founder and CEO of CAPME Branding, passionate about innovation, businessmodels, brands,
WHY AM I REBRANDING? Why Am I Rebranding? Whether sales have slipped, workforces and customers have outgrown an existing brand, or leaders have had to pivot their propositions to remain relevant, exploring a rebrand is by no means an overnight process – or a quick-fix that doesn’t address underlying issues. Several conversations between internalteams have to
THE IMPACT OF SOCIAL SHIFTS ON BRANDING & COMMUNICATIONS As part of the Glocalities research program, we ask and monitor hundreds of values, attitude, lifestyle, and behavioral questions, including brand usage. This is the basis for our data and insights. And based on that data, we build our own values segmentation — as an additional analysis tool. CAPITALIZING ON SOCIAL FRAGMENTATION Capitalizing on Social Fragmentation – Why Luxury Matters. A long-misunderstood concept, social status is the importance we attach to individuals in society. It determines who is worthy and who is not, and, as a result, who receives more support. Evidently, people with higher status enjoy better health, more resources, and increasedsuccess.
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* Sidney Evans;;27 Jul 2020;;https://www.brandingmag.com/2020/07/13/cultural-nuances-when-scaling-a-global-marketing-agency/;;https://www.brandingmag.com/wp-content/uploads/2020/07/Jared_Polites_001_305x380-180x240.jpg;;Cultural Nuances When Scaling a Global Marketing Agency;;Jared Polites;;13 Jul 2020;;https://www.brandingmag.com/2020/07/08/interview-dystopia-of-no-authenticity-with-ian-humphris-nokamo/;;https://www.brandingmag.com/wp-content/uploads/2020/07/Ian_Humphris_Interview_305x380-180x240.jpg;;Interview: Dystopia of No Authenticity, with Ian Humphris, Nokamo;;Radu Dandu;;8Jul 2020">Agency
* Roscoe Williamson;;4 Nov 2020;;https://www.brandingmag.com/2020/10/29/in-pursuit-of-the-idle-mind/;;https://www.brandingmag.com/wp-content/uploads/2020/10/Glenn_Matchett_002_305x380-180x240.jpg;;In Pursuit of the Idle Mind;;Glenn Matchett;;29 Oct 2020;;https://www.brandingmag.com/2020/10/27/gamification-take-customer-engagement-to-the-next-level/;;https://www.brandingmag.com/wp-content/uploads/2020/10/Thibaud_Clement_003_305x380-180x240.jpg;;Gamification – Take Customer Engagement to the Next Level;;Thibaud Clément;;27Oct 2020">Creative
* Alison Tilling;;19 Nov 2020;;https://www.brandingmag.com/2020/10/20/interview-how-instinctive-emotion-drives-behavior-with-cyrus-mccandless-phd/;;https://www.brandingmag.com/wp-content/uploads/2020/10/Kevin_Prelmutter_002_305x380_color-180x240.jpg;;Interview: How Instinctive Emotion Drives Behavior, with Cyrus McCandless, PhD;;Kevin Perlmutter;;20 Oct 2020;;https://www.brandingmag.com/2020/10/07/market-innovate-with-data-driven-personas-with-jay-steere-ex-timberland/;;https://www.brandingmag.com/wp-content/uploads/2020/10/Interview_Jay_Steere_305x380-180x240.jpg;;Market & Innovate with Data-Driven Personas, with Jay Steere, ex-Timberland;;Radu Dandu;;7 Oct 2020">Data * Bjion Henry;;24 Aug 2020;;https://www.brandingmag.com/2020/08/17/carving-niches-how-to-launch-a-landmark-product-outside-of-existing-categories/;;https://www.brandingmag.com/wp-content/uploads/2020/08/Michael_Duffy_004_305x380-180x240.jpg;;Carving Niches: How to Launch a Landmark Product Outside of Existing Categories;;Michael Duffy;;17 Aug 2020;;https://www.brandingmag.com/2020/08/12/what-is-the-future-of-brand-guidelines/;;https://www.brandingmag.com/wp-content/uploads/2020/08/Gabriel_Cohen_001_305x380-180x240.png;;What Is the Future of Brand Guidelines?;;Gabriel Cohen;;12 Aug 2020">Design* Mike White;;6 Nov
2020;;https://www.brandingmag.com/2020/10/13/creative-automation-how-when-to-use-it/;;https://www.brandingmag.com/wp-content/uploads/2020/10/Lodewijk_de_Vries_001_305x380-180x240.jpg;;Creative Automation: How & When to Use It;;Lodewijk de Vries;;13 Oct 2020;;https://www.brandingmag.com/2020/09/17/twinning-harness-the-power-avoid-the-pitfalls-of-digital-twins/;;https://www.brandingmag.com/wp-content/uploads/2020/09/Alison_Tilling_004_305x380-180x240.jpg;;Twinning – Harness the Power & Avoid the Pitfalls of Digital Twins;;Alison Tilling;;17 Sep 2020">Digital * Sara Emilia Bernát;;24 Nov 2020;;https://www.brandingmag.com/2020/10/23/luxury-what-is-the-future-we-are-creating/;;https://www.brandingmag.com/wp-content/uploads/2020/10/Chloe_Schneider_003_305x380-180x240.jpg;;The Luxury of Less: What Is the Future We Are Creating?;;ChloeSchneider;;23 Oct
2020;;https://www.brandingmag.com/2020/10/06/unapologetically-authentic-and-powerful-voices/;;https://www.brandingmag.com/wp-content/uploads/2020/10/Fay_Cannings_003_305x380-180x240.jpg;;Unapologetically Authentic and Powerful Voices;;Fay Cannings;;6 Oct 2020">Luxury * Omri Argaman;;8 Dec 2020;;https://www.brandingmag.com/2020/11/20/marketers-catch-the-silver-wave-or-risk-falling-into-the-water/;;https://www.brandingmag.com/wp-content/uploads/2020/11/Greg_Matson_002_305x380-180x240.jpg;;Marketers, Catch the Silver Wave or Risk Falling into the Water;;Greg Matson;;20Nov
2020;;https://www.brandingmag.com/2020/11/11/the-heightened-need-for-c-level-collaboration-with-peeyush-dubey-lti/;;https://www.brandingmag.com/wp-content/uploads/2020/11/Interview_Peeyush_Dubey_305x380-180x240.jpg;;The Heightened Need for C-Level Collaboration, with Peeyush Dubey, LTI;;Radu Dandu;;11 Nov 2020">Marketing* Joe Dodd;;4 Dec
2020;;https://www.brandingmag.com/2020/12/02/sustainability-is-a-journey-not-a-destination-with-michael-stausholm-sprout-world/;;https://www.brandingmag.com/wp-content/uploads/2020/12/Michael_Stausholm_Interview_305x380-180x240.jpg;;Sustainability Is a Journey, Not a Destination, with Michael Stausholm, Sprout World;;Radu Dandu;;2 Dec 2020;;https://www.brandingmag.com/2020/11/26/how-tomorrows-pack-could-be-made-truly-recyclable-quality-cost/;;https://www.brandingmag.com/wp-content/uploads/2020/11/Edward_Kosior_001_305x380_alt-180x240.jpg;;How Tomorrow’s Pack Could Be Made Truly Recyclable (Quality & Cost);;Prof. Edward Kosior;;26 Nov 2020">Social Good * Daniela Maestres;;10 Dec 2020;;https://www.brandingmag.com/2020/12/09/sound-the-science-of-the-forgotten-sense-with-prof-dr-daniel-mullensiefen-goldsmiths/;;https://www.brandingmag.com/wp-content/uploads/2020/12/Daniel_Mullensiefen_Interview_305x380-180x240.jpg;;Sound: The Science of the Forgotten Sense, with Prof. Dr. Daniel Müllensiefen, Goldsmiths;;Radu Dandu;;9 Dec 2020;;https://www.brandingmag.com/2020/12/03/new-brand-architecture-for-a-fragmented-digital-purpose-fueled-world-part-2-a-solution/;;https://www.brandingmag.com/wp-content/uploads/2020/12/Neil_Parker_002_305x380-180x240.jpg;;New Brand Architecture for a Fragmented, Digital, Purpose-Fueled World, Part 2 – A Solution;;Neil Parker;;3 Dec 2020">Strategy586 articles
Ag
LATEST FROM: AGENCY
THE C-SUITE: INTERVIEW WITH ABA KWAWU, FOUNDER & PRESIDENT, TAA PRSidney Evans
27 Jul 2020
CULTURAL NUANCES WHEN SCALING A GLOBAL MARKETING AGENCYJared Polites
13 Jul 2020
INTERVIEW: DYSTOPIA OF NO AUTHENTICITY, WITH IAN HUMPHRIS, NOKAMORadu Dandu
8 Jul 2020
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Global
THE ELEVATOR PITCH IS MORE ALIVE THAN EVER, AS LONG AS YOU GET ITRIGHT
Daniela Maestres
Strategy
10 Dec 2020
EMEA
SOUND: THE SCIENCE OF THE FORGOTTEN SENSE, WITH PROF. DR. DANIEL MÜLLENSIEFEN, GOLDSMITHSRadu Dandu
Strategy
9 Dec 2020
Global
HOW THE PANDEMIC WILL FINALLY FORCE GREATER ADVERTISING TRANSPARENCYOmri Argaman
Marketing
8 Dec 2020
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Social Good
USING THE POWER OF MUSIC TO PROMOTE MENTAL HEALTH: ARE BRANDSLISTENING?
Strategy
NEW BRAND ARCHITECTURE FOR A FRAGMENTED, DIGITAL, PURPOSE-FUELED WORLD, PART 2 – A SOLUTIONSocial Good
SUSTAINABILITY IS A JOURNEY, NOT A DESTINATION, WITH MICHAEL STAUSHOLM, SPROUT WORLDFEATURED
A CANDID DISCUSSION ON THE ART AND SCIENCE OF SOUND FOR YOUR BRAND What do you get when you put a scientist, brand marketer, creative strategist, and research expert together? A scintillating webinar on how to create and make the most of good sonic branding. And it didn’t disappoint. In a discussion titled ‘The art and science of sound for your brand’, attendees heard Daniel Müllensiefen(co-director of
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GOOD PRACTICE
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“BESIDES ADVERTISING, THE AD ENTERPRISES CAN CREATE FAR-REACHING MARKETING CAMPAIGNS, DESIGN BUSINESSES, AND PLAN DIGITAL TRANSFORMATIONS TO EXPAND CONNECTIVITY.”SUSUMU NAMIKAWA
2.
“. . . ONLY WHEN THE INVESTMENT IN THE CREATION OF DIGITAL ADVERTS MATCHES THE COMPLEXITY OF DIGITAL MEDIA THAT WE WILL START TO SEE ADVERTISING EFFECTIVENESS RECOVER.”CHRIS BARTLEY
3.
“AS WE’VE ALREADY COME TO SEE, CONSUMERS ALWAYS EXPECT TO PURCHASE EXPERTISE, WHICH MEANS THAT IT ISN’T GOING TO BE PERCEIVED AS ASPECIAL TRAIT.”
DANIELA MAESTRES
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Global
HOW TOMORROW’S PACK COULD BE MADE TRULY RECYCLABLE (QUALITY & COST)Prof. Edward Kosior
Social Good
26 Nov 2020
The Americas
BAD PR & GOOD BRAND BUILDING, WITH MICHAEL PRIEM, MODERN IMPACTRadu Dandu
Strategy
25 Nov 2020
EMEA
CAPITALIZING ON SOCIAL FRAGMENTATION – WHY LUXURY MATTERSSara Emilia Bernát
Luxury
24 Nov 2020
Get Our First State of the Brand: Dawn of EuropeGet it
The Americas
MARKETERS, CATCH THE SILVER WAVE OR RISK FALLING INTO THE WATERGreg Matson
Marketing
20 Nov 2020
The Americas
COMBINE DOUBT WITH DATA TO MAKE BETTER BRAND DECISIONSAlison Tilling
Data
19 Nov 2020
The Americas
NEW BRAND ARCHITECTURE FOR A FRAGMENTED, DIGITAL, PURPOSE-FUELED WORLD, PART 1 – THE PROBLEMNeil Parker
Strategy
17 Nov 2020
The Americas
DON’T PANIC! INTERVIEW: BLOOMBERG MEDIA’S CHIEF GROWTH OFFICER, M.SCOTT HAVENS
Dominik Prinz-BarleyStrategy
13 Nov 2020
The Americas
HOW BRAND LEADERS OVERCOME THE ILLUSION OF CUSTOMER LOYALTYKevin Perlmutter
Strategy
13 Nov 2020
The Americas
THE INS AND OUTS OF THE BRAND FUNNELJoy Corkery
Strategy
12 Nov 2020
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