Good Campaign of the Week: Hornbach “There’s Always A Job to be Done”

Campaign: There’s Always A Job to be Done Agency: Heimat Client: Hornbach European DIY store chain Hornbach lives by the mantra that “there is always a job to be done.” In their latest campaign, done by German agency Heimat, they’ve broadly approached the principle and applied it to the world’s current refugee crisis. The influx of Read more


How B2B CMOs Can Make the Business Case for Branding

This is the first in a series of monthly columns focused on the challenges, opportunities and insights of senior marketers in B2B (business-to-business) companies. Each month, we will explore a different topic addressing the special challenges of marketing to business customers. We’ll be reaching out to CMOs and other senior business leaders for comment and Read more

Good Campaign of the Week: Beauty Tips by Reshma

Campaign: Beauty Tips by Reshma Agency: Ogilvy & Mather India Brand: Make Love Not Scars In the past few years consumers have become (more than) familiar with the phenomenon of Youtube makeup tutorials; they’re one of the internet’s most viewed content formats. A new campaign aims to flip the format on its head– rather than Read more


The C-Suite: David Chen, CEO of Strikingly

David Chen is the CEO and Co-Founder of Strikingly allows anyone to get a gorgeous, mobile-optimized website in minutes. The company is backed by Y Combinator, a leading startup incubator, and has received funding from top investors in the U.S. and China. Here, we interview David in our first edition of The C-Suite: Branding Read more

Good Campaign of the Week: H&M “Close the Loop”

Campaign: Close The Loop Agency: Forsman & Bodenfors Brand: H&M A new video for H&M encourages us to recycle our clothes, and makes compelling viewing at the same time. For over two and a half years, Swedish clothes brand H&M has been running their “sustainable closed loop” program. Customers can bring in a bag of Read more


Branding Edison: Creating a Culture of Brand Storytelling

This column celebrates the practical aspect of branding that is essential to the brand owner’s playbook. We’ll go beyond the launch of your brand (hint: you need more than a brand book). The essence of each piece is encapsulated by a quote from the great man whose name this column bears, which will serve as a Read more


3 Experts Answer 10 Key Questions About Destination Branding

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 Read more

Good Campaign of the Week: Listerine’s Smile Detector App

Campaign: Listerine Smile Detector App Agency: J. Walter Thompson Client: Listerine A friendly smile is something easy to take for granted. Whether it’s your friends laughing at a joke, or a stranger opening the door for you, a smile can communicate like no other gesture. For the partially sighted and blind people, however, it’s an Read more

Good Campaign of the Week: Unilever “Farewell to the Forest”

Campaign – Farewell to the Forest Agency – Ogilvy & Mather London / DAVID Buenos Aires Client – Unilever One of the major causes of global warming is deforestation – it’s a problem that FMCG giant Unilever is committed to stopping. They’ve launched a beautiful film which illustrates just how urgent the issue is. Not Read more

Good Campaign of the Week: KOOWHO “ALCOHO-LOCK”

Campaign: “World’s First Breathalyzer Bike Lock: ALCOHO-LOCK” Agency: GREY Tokyo Client: KOOWHO We all know not to drink and drive, but what about drinking and biking? The dangers of slipping into the driver’s seat when under the influence are well-documented, but drinking and cycling is just as dangerous. In an attempt to stop avoidable accidents, Read more