Brand Marketing - Page 20 of 35 - Branding Strategy Insider

Balancing Brand Transparency And Disclaimers

August 31, 20155 min

Disclaimers are everywhere. From the websites we visit to the products we buy and the ads we watch, the terms under which consumers read and receive are carefully wrapped in legal bubble-wrap to protect brands from liability. In an age of transparency, such disclosures seem prudent and very much in keeping with the demands of today. You know where you stand. The terms for what you are getting are laid out in explicit detail. Or...

by Mark Ritson

Brand Marketing

Will Programmatic Marketing Live Up To Its Promise?

May 17, 20153 min

There was an interesting interview with Bacardi’s CMO Dmitry Ivanov in the Australian marketing magazine Mumbrella last week. He was quick to acknowledge that he “sits in the camp” of those who believe that TV is a medium in decline.

by Mark Di Somma

Brand Marketing

Why Consumers Can’t Resist Games Of Chance

May 15, 20152 min

Why do consumers go out and buy a Lotto ticket or take part in brand-run promotions when they know that their chances of winning are so very small? According to Kelly Goldsmith in this article in the Time blogs, it’s not because of what they stand to win, it’s actually because of where consumers focus.

by Mark Di Somma

Brand Marketing

The New Criteria For Brand Conversations

May 4, 20154 min

This nice piece on the Adidas campaign (thanks for sharing, Dan Ball) draws attention to the need for brands to shift from talking up their products to talking with their customers about the things that matter to them.

by Mark Di Somma

Brand Marketing

4 Rules For Making Authentic Brand Claims

April 20, 20153 min

The debacle over the Rob Lowe DirecTV ads and the accuracy of their claims is a reminder of just how much pressure marketers are under to get cut-through. Thing is – where’s the cut off point? How do you decide whether the claims you’re making are justified and how do you know you have pushed the boat out too far? Putting aside the legal considerations (not my space), here are four simple rules to filter...

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Brand Marketing - Page 20 of 35 - Branding Strategy Insider

Balancing Brand Transparency And Disclaimers

Will Programmatic Marketing Live Up To Its Promise?

Why Consumers Can’t Resist Games Of Chance

The New Criteria For Brand Conversations

4 Rules For Making Authentic Brand Claims

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