The results here come from a 2016 Kantar Knowledge Point report about five situations in which Kantar data show bad advertising can help competing brands. In other words, spending your ad dollars on behalf of the competition, not yourself.
There are moments when world events overtake brands. Moments when the macro forces in a scenarios workshop or the market risks that are bullet-pointed in a strategic plan become all too real. Moments that bring brands to a halt. Three such moments are imprinted on all of us: 9/11. 2008. 2020.
1. Meaningful Difference. Kantar’s singular BrandZ database of 20,000+ brands across 50+ countries is based on research tracking brand equity since 2006. It’s a leading resource for studying how brand value is built.
Pearls for men are having a fashion moment, but many wonder if it is a trend that has staying power. Mikimoto, a name synonymous with pearls, is counting on the men in pearls trend to last.
Effective communication is crucial for every organization and every leader. My experience is that great communication is often a proxy for general excellence and strong leadership. My experience as both a consumer and marketer during a string of recent brand crises prompted me to think about best practices for communication that leaders and companies should always strive to uphold.
