At the turn of the 21st century, Scandinavia’s top advertising agencies were invited to pitch for the most prestigious advertising account in Scandinavia: Scandinavian Airline Systems (SAS). One of Europe’s oldest airlines, SAS is owned to a large extent by the governments of Norway, Sweden and Denmark.
Accounting for risk is an important part of informed and responsible marketing budgeting and planning. Simple net present value (NPV) analysis uses the expected values of sales and costs and ignores any variations in these numbers.
As a brand licensing strategist I spent five years at the NBA, which in addition to basketball was known as ‘Nothing But Attorneys’. Fortunately those attorneys were fantastic in-house counsel to whom we had access, and they were happy to pass on their knowledge – especially to those who were prepared, eager to learn and understood the importance of protecting the collective intangible assets of the NBA.
Five years ago, REI took a bold stand against the hyper-consumerism that reaches its zenith every year on the Friday following the US holiday of Thanksgiving aka Black Friday. As with previous years, REI will close its stores, cease processing online payments, and pay its 13,000 employees to ‘Opt Outside’ for for the day. Only this year, the brand now says it, and its members, need to do more.
Call-out culture, or ‘cancel culture’ is, as defined by Urban Dictionary, “a modern internet phenomenon where a person is ejected from influence or fame by questionable actions. It is caused by a critical mass of people who are quick to judge and slow to question.
