The pomp and circumstance of the state funeral for Her Majesty Queen Elizabeth II was magnificent, indeed, breathtaking. Throughout the hours-long broadcast, we were reminded over and over we would never see anything like this again in our lifetimes, and that no country does pageantry like Great Britain. I concur.
A brand can tell a powerful story by focusing on its purpose. The concept of brand purpose has become very popular in recent years but is also often;
John Wanamaker, a successful retailer and merchant, is reputed to have said that “half of my advertising is wasted, I just don’t know which half.” Such sentiments have oft been repeated in the years since Wanamaker’s death. There is no doubt that advertising, with its strong focus on creativity and the use of ever evolving media technology, remains a bit of a mystery. Yet the things that make advertising effective are well known. They have...
In 1993, newly minted IBM CEO, Lou Gerstner, when asked about his vision for the company, replied that IBM was in a mess and he did not have the time now to indulge in vague forecasts. The press reacted poorly. Descriptions of Mr. Gerstner’s vision for IBM would be helpful for quarterly guidance. The press was not asking for a futuristic, vaguely mystifying, inspirational message. They were looking for visionary guidance to better understand where...
Where brands and products come from, and the associations (real or created) people have of this origin can significantly influence and alter the way brands and their products are perceived.
