Advertising is key for any brand and as adverts are more and more commonplace, it is essential that brands find a strategy that will enable them to stand out in the crowd. Competition is rife and in some cases, a brand can become a household name because of its strong advertising and branding techniques. Brand
As we come to realize that climate change is a massive global issue, a few campaigns come to mind. UK’s Neat Streets had passersby decide whether Ronaldo or Messi was the best football player using cigarette butts, and French Intermarché’s award-winning Inglorious Fruit brought to light the unreasonable waste produced by unsold grocery produce. In
Brand insights. Customer insights. What’s the difference, why do they matter, and how can marketers best develop and use them? In a world awash with data, arriving at actionable insights may feel harder than ever, notwithstanding the wealth of research methodologies available to marketers. In this month’s Branding Roundtable, we explore what works – and
The Branding Roundtable typically asks three or four branding experts from around the globe to answer 10 questions. This month, we have flipped that around, asking 10 experts from the UK, Europe and the US just three questions: In one sentence, what is your definition of a “branding” agency, consultancy or firm, and which of
It’s said that a new year provides marketers and brands a chance for new resolutions and new beginnings. But if you want to do something new, you have to stop doing something old. These 10 critical trends will become leading marketing realities in 2016, providing brands with an opportunity to break habits, embrace new methods
B2B, or business-to-business, branding and marketing once went by the decidedly unsexy moniker of “industrial marketing.” It was a hard-nosed business of products sold on features and price, with marketers often relegated to a sales support role and “brand” considered an indulgent and irrelevant nicety better suited to B2C. No more. Today, B2B often attracts
An Infographic from the Webex blog says being able to work from home affects employee retention by 95 percent. With that many employees wanting greater flexibility over their time, more and more businesses are finding out that it pays to put in place incentive programs that do more than hand out the next monetary bonus.
According to a recent DMAI survey, effective branding is ranked among the top success factors for marketing a destination. In Branding Roundtable #15 we go beyond the survey numbers, talking in depth to three leading practitioners of the combined science and art of branding a place: Deana Ivey, Chief Marketing Officer at Nashville Convention & Visitors
Innovation is never easy – witness the results of the most recent Nielsen Breakthrough Innovation Report, which states that, of the 3,522 new products launched in 2013, only 12 achieved the distinctiveness, relevance, and revenue that mark a real breakthrough. Unfortunately, many brand organizations seem to think that a difficult challenge requires a difficult process.
It’s inherently obvious that consumer behaviors differ for large purchases (think over $1000) versus small purchases (less than $10), but have you thought about how they manifest specifically? Our friends from SapientNitro have analyzed consumer purchasing behaviors from pre-purchase to purchase to post-purchase through a recent online survey. They’ve condensed it into a nice little infographic that