The Cloud Marketing Mantra
March 27, 20243 min
Trust in traditional institutions has plummeted. Trust in corporations, government, and media are at all-time lows. And, of course, people still don’t trust advertising.
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Advertising - Branding Strategy Insider
Advertising needs to be emotionally absorbing. Otherwise, it’s irrelevant, stale and ineffective. The mind is geared to filter out stimuli, requiring emotion to achieve breakthrough. How big is the challenge of trying to secure the awareness – let alone the enduring emotional engagement – of consumers? Huge, of course. People are awash in information and glad to tune out what they don’t need, which is why it is increasingly difficult to create a successful ad.
The Role Of Creativity In Advertising
March 19, 20245 min
Another season of Super Bowl advertising has passed, and with it has come criticism of the lack of creativity exhibited in the advertising. More than 50% of the 2024 Super Bowl commercials featured one or more celebrities, continuing a trend that began a decade ago. To be fair, celebrities can be a great vehicle for attracting attention and can increase the entertainment value and liking for a commercial. Entertaining and well-liked ads can also increase...
Brand Architecture For Competitive Advantage
March 18, 20245 min
Corporate growth often depends on a company building or buying multiple brands. These may exist within one or several product categories. Such a strategy can provide economies of scale. It also reduces risk. If one brand is struggling to grow, profits can be diverted to brands or categories with greater growth potential.
How AI Is Changing Consumer Engagement
February 29, 20244 min
Generative artificial intelligence (AI) is all the talk in marketing these days. Yet, we are framing our conversation about it in the wrong way.
Brand Strategy: Evolving A Heritage Brand
February 20, 20247 min
In 2003, McDonald’s was, as BusinessWeek stated, “In Hamburger Hell.” McDonald’s subsequent turnaround had many facets. One of McDonald’s critical strategies was modernizing the brand-business without jeopardizing its heritage. In other words, McDonald’s aimed to evolve its heritage for today without losing its roots from yesterday.