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 […]
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 […]
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 […]
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, […]