I read a very well written article on HBR lately. On paper, it is neither related to advertising nor marketing directly but I think it can easily be linked to Brand Building and Marketing Strategies. Before we build that link, let’s give justice to the content and to its intentions. The article is about the […]
People were unsure about how to react when Snap launched Spectacles. It was too expensive to be a merchandise and too gimmicky to be a core wearable camera. People tried to take it seriously, and with a strong marketing support Snap Inc sold 150 Spectacles in just one year with a price of $130. Some say […]
It has been a while since I had no strong motivation to talk about brands and communications, trying to find my way in the Island of Malta in such an interesting industry. However, I cannot shut my mouth about what is happening in USA with Nike. Because this is not only about Nike, or Trump, […]
I am getting old I assume. Last week I noticed two campaigns which reminded me of some old legendary campaigns. Years ago, these works would be spotted out and accused of being plagiarised. But nowadays even the ad blogs are not into those discussions. Are we getting lazy, ignorant or even tired of trying of […]
I have been waiting for a while to write this article. It is about my favorite brand that I served for 6 years. Six years in a big multinational is definitely not enough to say I know it all… However, it is definitely enough to feel a belonging. And belonging is such a strong feeling […]
In memory of 298 people that were killed by terrorists last year in Turkey In a world of consumption, nothing can be marketing-free. Cars, smartphones, newspapers, politicians, NGOs, countries and even religions. In a world where brands exploit social morals and beliefs, it is consequential that belief systems mimic strategies and tactics that brands use to […]
Super Bowl is coming. We may watch many adverts that are influenced by the surprising results of presidential elections. We may see & hear brave messages about unity, diversity, patriotism, freedom… anything that would make USA citizens remember their shared (?) values. It would be such an opportunity for brands to demonstrate a bold attitude […]
Agreeing on a Target Group for a communication is a hassle most of the times. Marketeers tend to be very inclusive on defining their audience and agencies are always persistent to force them to be choiceful. Most of us work with smart people- no one is that dumb to put “everyone” as a Target Group just […]
In a famous book Cultural Strategy, Holt&Cameron define Starbucks as an Accessible Coffee Drinks brand by explaining how Starbucks democratised artisanal Italian Coffee culture and made it accessible to masses (Like Ikea did in furniture design or Zara/Mango/H&M did in fashion). So every detail from interior design to products/assets’ names (frappuccino, doppio barista, etc), from having your name on […]
We all witness our world becoming more diverse. There is a fragmentation in everything: lifestyles, politics, marketing, media, literature, music, fashion, cultures… And in parallel, the content being created each second is enormous. We watch those internet statistics videos about how many videos are being uploaded on YouTube every second with awe, out mouths water when we open […]