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From Ad Spin To Brand Spiral thumbnail

From Ad Spin To Brand Spiral

The more a brand is talked about, the more it gets embedded in the culture. And the more it gets embedded in pop-music, movies, TV etc, the more it gets talked about. A sure sign of a brand on this spiral is when its advertising begins to get parodied. A very funny [...]


The Global Power Of Www: The Most Powerful Three Letters In The World Today Are www. No Further Explanation Is Required thumbnail

The Global Power Of Www: The Most Powerful Three Letters In The World Today Are www. No Further Explanation Is Required

There are also many other famous uses of this 23rd letter of the alphabet W as in WWI or WWII, and we are still working overtime on a WWIII. Then there’s the WWF & WWF. The match between the World Wildlife Fund and the World Wrestling Federation resulted in the muscles losing to cuddly pandas, [...]


Low-Carb Craze Targets Gay Waistlines thumbnail

Low-Carb Craze Targets Gay Waistlines

Marketers have added gay waistlines to the menu of carb-conscious targets for the first time, even as tummies (and overall market growth) may begin to flatten.
Carbohydrate-sensitive products are proliferating with the Atkins diet craze. In the first half of this year alone, a scale-tipping 1,863 new products were introduced for people avoiding carbs according to [...]


Uncovering The Danger Of Undercover Marketing thumbnail

Uncovering The Danger Of Undercover Marketing

You’re strolling down the street when a tourist asks you for a favour. Can you take his picture? Being the Good Samaritan that you are, you kindly oblige. He hands you his hot new cell phone that is not only a phone, but a digital camera as well. The tourist [...]


The Systemic Brand: Seeing The Bigger Picture In An Interconnected Brand Scenario thumbnail

The Systemic Brand: Seeing The Bigger Picture In An Interconnected Brand Scenario

When you change the way you look at things the things you look at change.
Take for instance the dilemma of today’s smarter brand marketer. The prior notions about a “brand” being the connector of ideas from the mass marketer to the consuming masses didn’t include today’s interconnected scenario; and our aspirations couldn’t see past ideas [...]


Summer thumbnail

Summer

“Summer is our downtime, we’re not interested. Thanks, get back to us in the fall.”
There is a theory suggesting that companies that invest in economic downturns actually outperform market leaders in upturns, surpass the likely victor, and become the ones to watch. And not only are they getting the attention of the marketplace, but of [...]


Living In The Age Of A Distrusted Brand thumbnail

Living In The Age Of A Distrusted Brand

We live in a society that lacks trust. We don’t trust the government, we don’t trust the media, and most of us don’t even trust that something as simple as the mail will be delivered to our door everyday. So why would we trust Advertising?
Everyday consumers are bombarded with millions of advertising images, all marketing [...]


Branding The Truth Elected thumbnail

Branding The Truth Elected

There is a lot of talk about truth and fairness lately. Psychotherapist and author Brad Blanton of “The Radical Truth” talks about how it is so much better for both people and business to own up and come clean. Oxfam International; an organization seeking to find lasting solutions to poverty, suffering and injustice; has launched [...]


The Business Model Is The Brand: Opening Up Business Models To Build Lasting Brands thumbnail

The Business Model Is The Brand: Opening Up Business Models To Build Lasting Brands

By now, we all know that a brand is more than its image or its promise. It is even more than an expectation of performance set by marketers, which constitutes everything from the consumer’s experience to the business itself.
Today, price and quality are easy to replicate, so as brand custodians, we invest in creating [...]


Why Not Brand For An Entire Century? thumbnail

Why Not Brand For An Entire Century?

Now a new routine emerges as savvy marketers enjoy cyber-branding using Network Solutions’ latest offer of $1,000 to secure a domain name for an entire century.
Wow, it’s the bargain of the century…only 3 cents per day. Right now it’s the cheapest license in the world, providing the registration rights to your URL; it’s the only [...]


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