Latest BRANDING articles
Where Is The Green Brand Vision?
As the Chinese curse goes, we live in interesting times.
Climate change is disrupting our core belief in progress and unending bounty. It suddenly seems every purchase comes with guilt as an added feature.
That said, we still need and want stuff. No matter what Clay Shirky says about our transformation from a consumer to creative society, consuming is core to what we do.
How Do You Balance Trust?
I’ve found myself thinking a tremendous amount about the notion of trust this week. Seriously though, a couple of disparate things crossed my desk that got the ol’ spidey-senses tingling.
One, I helped set up a Facebook account for my 75-year old parents. Now these are people with a passing acquaintance with the internet, let alone a high comfort level with tagging photos of their last tea and biscuits party.
What Can Scotch Teach You About Branding??
Hilton Barbour
Marketing Provocateur
hiltonbarbour.com
When your mother’s maiden name is Anderson, you grow up with some very clear opinions on Scotland and all things Scottish. Scottish rain isn’t as ferocious as people say. Scots are genuinely friendly to outsiders – you just have to get past that gruff exterior. Hadrian’s Wall [...]
The Chinese Multinational Brand: A Long Road to Rome
No Chinese consumer brand is ready go head-to-head against Western counterparts on the latter’s home turf, despite Lining’s open a new store in Singapore. This is true in every category, from autos to alcohol and pharmaceuticals to hotels, although some non-consumer brands (e.g., Huawei electrical components) have made significant in-roads and will continue to.
That said, many Chinese brands are making progress in emerging markets such as India, Africa and South America.
Email Etiquette for Creative Directors
For some reason creative directors have a habit, a bad habit, of not responding to emails. I’m not a creative director but I do run a company and I know tons of creative directors, many of them which run worldwide shops and I can vouch for them in the fact that they get many emails, too many emails, including hundreds from everything from photographers, filmmakers, producers, [...]
Crazy World Of Green Brands
I read an interesting anecdote the other day. The author (Joel Makower, one of the bright lights in the world of corporate green) noted that if you did a google search on the phrase ‘easy being green’, you’d post approximately 1.5 million results. To put that in context, if you searched ‘ ‘til death [...]
The Church of Branding
Some time last year I began considering about the similarities between branding loyalty and belonging to a church after an interesting conversation with Rick Poyner, the design critic and founder of Eye Magazine, who said
“Religion is now just another lifestyle option fighting for survival with all the other brands in the chaos of the marketplace.”
After [...]
Google: $ Billion Brand in Peril?
The names ‘aspirin’, ‘escalator’ and ‘windsurfer’ were once proprietary brand names, but each one lost its trademark protection because the name drifted into general usage and became generic. Is Google headed the same way?
When my wife asked me if Google could lose its trademark because it seemed to be becoming generic, I said I would [...]
Awaiting A ‘rhythmic Resurrection’ In Advertising
Advertising jingles are the ‘rhythm method’ of advertising. Done well, they add impact. So why are they out of fashion? Is this condition terminal or are we overdue for a ‘rhythmic resurrection’?
Like ‘The Da Vinci Code’, the ad jingle communicates ‘in camouflage’ imparting information indirectly. They both communicate in a [...]
Customers Are Color Blind
In today’s e-commerce age, where everyone is forced to type and to remember names with absolutely correct spellings, companies with big branding campaigns only hurt themselves with their old-fashioned, painted, colorful advice. They must all reconverge and regroup and realign their thinking to cope with today’s name-driven economy.
Contrary to branding beliefs, customers don’t really care [...]
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