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The Language of Branding: Verbal Identity in the Chinese Market

From 2005-2015, branding in China has undergone a roller coaster of rapid development. In my previous article, I shared my observations of how branding has transformed the way 1.3 billion people consume. For this first article of 2016, I will share with you insights about naming. The First Steps of Branding The interesting thing about naming Read more

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Made for Me — 3 Ways Brands Can Achieve Successful Personalization

Personalization has revolutionized the look and behavior of brands, creating a greater and deeper level of connection with their audience. From IP and account customization to diet and activity tracking wearables, from the rise in personalized subscription services to geofenced promotions, we now expect a certain level of customization and personalization from the brands we Read more

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B2B CMOs Bring 2016 into Focus

‘Tis the season to prognosticate.  Everywhere you turn there’s another survey of what brand and marketing trends will make or break you in the coming year. While surveys can be great for top line possibilities, we wanted to get a little closer to what’s really happening with specific B2B organizations. We asked 11 B2B CMOs and Read more

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Print Advertising Is Not Dead

Print advertising isn’t dead. Despite statistics supporting the ever impending total movement to digital marketing, print media is developing a new and creative relevance in marketing communications. Nostalgia has taken hold of European culture, vinyl records are back, flares are cool again (yes, really) and the publishing industry is driving the epidemic; luxury and independent Read more

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The Role of the B2B CMO in Innovation

When we think about innovation, the popular image that comes to mind is the B2C company with its formal focus on innovation centers, ethnographic research, and new technology and product breakthroughs. Meanwhile, many B2B companies, especially mid-sized, don’t think of themselves as innovative, let alone have they developed an “innovation capability” with dedicated processes, staff, Read more

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How Big Brands Foster Global – Yet Regional – Loyalty and Awareness

Recently, at Incite Group‘s Customer Service Summit, leaders from various global brands got together to discuss the personalization of global brands. Entitled “Going Global with Social Support: Use Contextual Awareness to Drive Brand Reputation and Loyalty Around the World,” this panel highlighted the various ways in which big brands are fostering regional support in relation Read more

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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

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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

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The Responsibility of an Iconic Brand in A Changing World

Icons are not like any other brand. We love them and every brand wants to be one. In today’s world of constant change, the significance of icons is even more important than ever before as they are beacons of recognition and constancy. We know them, desire them, connect with them—and we expect a lot from Read more

Good Campaign of the Week: Sea Shepherd “The Ultimate Death Scene”

Campaign: The Ultimate Death Scene Agency: The Works Client: Sea Shepherd “Renowned Australian Actor Dies” runs the headline on this campaign against whaling. Sea Shepherd are renowned for uncompromising tactics—their logo features a dark, nautical take on the skull and crossbones motif—but their latest online film is possibly their most challenging yet. Viewers are asked Read more

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