If you did not have the chance to read my previous posts We Don’t Buy Another Hero or If The Cause Is Not Really Yours where I wrote about the mistakes brands may make on the road to be Purposeful Brands; I’d summarise my point as: A social purpose should be relevant to your brand/company to resonate. Even […]
So what is the difference between Coca-Cola and Pepsi… Some may claim that there is none, but the majority will state a difference; a taste difference, a difference about their advertising style, something about the colours and packaging… It does not matter what they say, but the majority would believe that there is a difference. […]
Marketing is not a real science and marketeers produce so many hypothesis everyday that need to be verified. I read nice hypothesis on Moz’ blog that was referring to a debate about the future of content marketing, I jumped to the source mentioned – to Buzzsumo to understand the counter arguments and read the author’s […]
Following the previous post about (RED), I remembered an unfortunate purposeful brand co-creation with Nike and Lance Armstrong Foundation. As I mentioned before, on (RED) example, I was disappointed about the lack of transparency as a donor. To give you an insight, I had a (GAP) t-shirt assuming that the money was used to buy […]
As far as I remember (RED) was the first real purposeful brand that we know. Bono and Bobby Shiver founded (RED) just 10 years ago. And their foundation model was very inspirational. The foundation did not focus on being another charity but a purposeful business model and they asked the big corporations to be partners. They did […]
I love ‘segmentation’ in general, being able to see things in well-defined segments is such a relief for my engineer mind. Defining commonalities and determining patterns around relevant characteristics is not only practical but is insightful, as well. And life is full of segmentations: age groups, SES, personality types, astrology signs, literature genres, supermarket shelves, dog breeds, […]
WARC’s Cannes Lions Creative Effectiveness Awards summary perfectly resembles the importance of using traditional media and social media in sync. The discussion about traditional media’s relevance loss seems to be still premature as well as social media’s reach power in this fragmented media landscape. If those two are orchestrated together with a well curated content pool, effectiveness follows. […]
I was reading the article of Joe Pantigoso on brandchannel. The references he uses and their associations are very familiar, yet well simplified. His way to define the segmentation of brands is neat and memorable. Since we all know the shades of being an emotional brand, it is easy to match your own terminology with his. […]
The recent political developments in the world show us -once again- how simple the persuasion is. If you give people what they want, if you tell them what they want to hear; they just nod. It is not about your charisma and wisdom, it is about their egos. They need to be assured, they need […]
It is odd that marketeers cannot easily revise the fundamentals of communication nowadays. Simplification got harder. That is not quite enough to explain why they cannot do it. In my opinion they do not rush it, because they make money using the old school techniques. Their way of business, their metrics and their picture of […]