Coke’s new campaign direction feels like a push back towards product-focused advertising. The decision to move away from the more abstract concept of happiness towards a campaign that focuses much more specifically on the taste and the bottle begs the question: are marketers trying to be too clever? Have we forgotten that we’re here to sell?
There’s a lot of things that brands keep doing that can turn their value south. By way of a checklist, these are the things I see happening far too often.
As the middle market takes a battering in many sectors, size matters more than ever. It matters up and it matters down – because the positioning options themselves are becoming more extreme. You either expand to compete regionally or globally or you go the other way entirely and focus on specific opportunities.
I first connected with Shawn Callahan on LinkedIn a number of years ago and was immediately drawn to his storytelling style and his theories about what makes business storytelling tick.
An observation from the Havas CES 2016 report that we will increasingly see more companies working together across widely different marketplaces is a reminder of the new bridges that brands must be looking to build going forward. Inevitably these invite new approaches.
Is flexibility replacing footprint as the new black for global brands? That’s the inevitable question as Walmart announces a major redraft of its stores policy.
Brands come alive for people when they encapsulate ideas that consumers want to have in their lives. That’s partly what makes brands distinctive and desirable. So what do you do when your core idea is no longer as attractive as it used to be?
Successful brands have a story that connects them with their audience and that forms the backbone of their strategy. But if you’ve been around a while, the story that your loyal customers know is not yet shared by those who are new to the brand. Here are 4 ways to connect your longer story to those who don’t know it as well.
Any brand manager worth their salt is looking to cultivate and manage a brand that is noticed and valued. But how far should a brand go in that quest for distinctiveness? Interestingly, the answer doesn’t just come down to taste.
In The Smarter Screen, Shlomo Benartzi lays out a world where we are besieged by choices; choices that, far from helping us to make better decisions, confuse us into behaving in ways that are actually less informed.
