I’ve been spending many, many years working with various sized brands – from huge multi-nationals to smaller scale ups. But one thing I find that holds across whatever size or age of business, is the idea that your brand is proprietary. That the brand is owned by the business.
From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly yet often overlooked. So, this year, I want to share some snippets for your consideration. I hope they’re helpful.
“The future of communications is going to be working with leaders and organizations on their narrative, which is their message, reputation, and positioning, rather than exposure and publicity,” said Adam Mendelsohn, founder of Upland Workshop, in AXIOS’ report from Cannes.
Nike’s collaboration with Skims, Kim Kardashian’s billion-dollar shapewear empire, is one of the most talked-about partnerships in years. Within days of the announcement, Nike’s market cap surged by $6 billion, a clear signal that investors saw financial upside.
Marketing leaders often focus on creative execution as the key to advertising success. But the most effective campaigns don’t start with creativity; they start with strategy.
