When I was listening to Alexander Wang in WebSummit 2019 (read my post about the Summit here), his thoughts about Lil Miquela caught my attention and kept me thinking: Avatars, influencers, celebrities, leaders, spokespeople… They are all about finding the right narrative for an abstract entity or a community: A brand, a political point of […]
Today should be my unlucky day. I saw two disappointing new advertising campaigns. So I’ll be defensive a bit. I still believe that -as advertising industry- we can be authentic and do some good with our advertising money. I think we are mature enough to say no to bad briefs, bad projects, bad products and […]
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 […]
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 […]
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 […]
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. […]