Marketing Isn’t Evil: Brand for Good

Marketing is as well thought of in society as sales, often carrying a negative connotation associated with manipulation and selling people stuff they don’t need. Simply take the title of Martin Lindstrom’s well-known book, Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy. From a cynical point-of-view, marketing is about making Read more

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Where’s the Retail Technology Beef?

For years, retailers have focused on the wrong technologies —in-store TV networks, augmented reality, magic interactive dressing room mirrors—rather than mobile point of sale ‘clienteling’ tools. It’s no secret that the retail industry is going through a digital transformation. Take a walk through the closest mall or department store and you will encounter RFID product Read more


Everlane: Bringing Consciousness Back to Black Friday

While stores were opening up the flood gates this past Black Friday with incredible deals and products heavily marked down (well more on this later), fashion brand Everlane had a different idea. For the past two years, the retail company closed down its shop on Black Friday in order to promote thoughtfulness on a day where customers Read more


Why Personal Branding Is Driving an Exciting Opportunity for Brands Online

In a recent TV series Grayson Perry: Who Are You? the artist explored the nature of identity by interviewing a range of subjects about “the way we decide who we are and what makes us somebody.” Perry concluded that our human desire to be known (which is so often disapproved of as a negative result Read more

‘Good’ Campaign of the Week: Superformula to Fight Cancer

Brand: A.C.Camargo Cancer Center Agency: JWT Brasil Campaign: Superformula to Fight Cancer It’s said that the the first step in the fight against cancer is to believe in the cure. At the A.C. Camargo Cancer Center, one of the biggest challenges for doctors is keeping the children’s spirits up, especially whilst undergoing chemotherapy. So in Read more

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Negotiations: Raw Fear Rules

Every rung up the business ladder produces additional anxiety. At first I thought, “I can handle this,” but as I gained height I began to feel weak. Not good, but a feeling I know too well. The instructor placed the trapeze in my right hand: “God, it’s weighted. Of course, that’s why they swing so Read more


Diletto Gelato: Truth Has Melted Behind Its Ice Cream

Once upon a time there was an old Italian grandfather, Mr. Vittorio Scabin, who loved ice-cream and produced it with fresh fruits and snow. This was around the 1920’s, right after the War in the Veneto area in Italy. For Mr. Vittorio “LA FELICITÀ È UN GELATO” – “Happiness is an ice-cream.” Almost a century Read more


Myth Busters: On the Relevance of Influential Bloggers

During the inaugural Communications Week here in NYC, we were fortunate enough to attend some insightful events. From a mini-conference hosted by PRSA to a breakfast honoring The Huffington Post, the week was packed with conversations surrounding the organization’s overall theme, disruption in the public relations, communications and media spaces. One of these disruptions stems Read more


The Fallacy of the Low-Involvement Category

As the Fourth Quarter nears its close, brand marketers will be reflecting on their successes and failures over the past year. Some will have overachieved and others will invent excuses. I always enjoy the debate when a marketer, often seeking an excuse for poor brand performance, will cite that his or her category is “low-involvement.” Read more


FutureBrand: All Countries Cannot Be Qualified as Brands

FutureBrand analyzes countries as brands, measuring them in terms of identity and reputation and summarizes the findings in their yearly Country Brand Index Report. In the last five years, they have conducted research in 118 countries and have found out that the ‘country of origin’ is an increasingly important factor when it comes to brand Read more