attends the FIFA Executive Committee Meeting on October 20, 2011 in Zurich, Switzerland. During this third meeting of the year, held on two days, the FIFA Executive Committee will approve the match schedules for the FIFA Confederations Cup Brazil 2013 and the 2014 FIFA World Cup Brazil.

Are Brands Obligated to Take Part in the 2022 FIFA World Cup Qatar Moral Debate?

What are brands Adidas, Gazprom, Hyundai, Kia, McDonald’s, Budweiser, Coca-Cola and Visa to do over allegations of improper conduct in working conditions at the 2022 World Cup building sites in Qatar? With mounting pressure from the International Trade Union Confederation (ITUC), FIFA sponsors are being asked by a new campaign grouping to speak out about Read more

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2015 Marketing Hall of Fame: Storied Marketers and the Power of Stories

“Let me start with a story.” That was how David Aaker started his acceptance speech at last week’s 2015 Marketing Hall of Fame induction. More a simple reality than a clever perspective, the power of story was reflected in one way or another in all four acceptance speeches, from Aaker, Vice Chairman of Prophet and Professor Read more

‘Good’ Campaign of the Week: Hailo

Campaign: The Heterophobic Taxi Driver Brand: Hailo Agency: Guns and Knives In the fast evolving taxi sector, Hailo had a fight on their hands so it was appropriate that they enlisted Irish agency Guns or Knives for their latest activation. With an upcoming referendum on same-sex marriage, the brand spotted an opportunity – free taxi Read more

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Several Brands Are Defining the Rules for Courting the New Generation

To sell to any audience, you have to understand them. Understanding how the group thinks, acts, and purchases is only the first step to finding new opportunities to engage with them. With $1.3 trillion in annual spending, the Millennial consumer should be on the radar of every brand, old and new. The generation of people Read more

‘Good’ Campaign of the Week: More Than A Sign

Campaign: More Than A Sign Agency: Y&R Moscow Brand: Dislife.ru Putting a human face on a problem is one sure fire way of getting people to pay attention. It’s a technique that we’ve seen used a few times over the years, but Y&R Moscow’s iteration is one of the most sophisticated. In Russia, disabled parking places Read more

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Marketers, Finding Your Perfect Agency Can’t Be Automated

From Match.com and OkCupid to Hinge and Tinder, online and mobile applications are taking the dating world by storm, however, the algorithm-driven processes used by these sites don’t work for finding agency relationships. Data-centric tools such as Sortlist claim to help marketers find their “soul mate” agency, much like what Match.com promises to do for Read more

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Sell Your Argument, Not Your Brand

Do an image search for ‘artist’s rendering’ and you get a glimpse of what makes humans unique. We have the ability to imagine and construct our futures. As individuals, as families, as communities, we’re architects of the world we’ll inhabit. For better or worse, we’re in a constant process of shaping our surroundings. Brands have Read more

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How to Build a Brand That Millennials Will Surely Love

We speak to thousands of millennials every year through quantitative surveys and qualitative methodologies. We get into their heads, hearts, hopes, hashtags and homes. We even look into their refrigerators! Unfortunately, when marketers speak to millennials they tend to focus on the generation and don’t see the nearly 80 million individuals. What’s important to recognize Read more

‘Good’ Campaign of the Week: Vangardist Magazine

Campaign: Vangardist HIV Heroes Issue Agency: Saatchi & Saatchi Switzerland Brand: Vangardist Magazine Would you hold a magazine printed with HIV-infected blood? It’s a challenging question, and one the Vangardist magazine has boldly asked of their readers. Vangardist is a “progressive” lifestyle magazine aimed at English-speaking men in Germany. They saw it as their responsibility to Read more

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Global Brand Valuation Firms Fire Back at Critics, Invite Debate

Image: Ken Teegardin What would you do if one of your core lines of business was called into question by a corporately-sponsored analysis… and those findings were subsequently used by a professor/consultant to describe your work as “’unproven crap?” You might do what Brand Finance did – issue a written response and challenge its critics and the entire Read more

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