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 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. […]
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 […]