Legend has it that way back when the PC dinosaurs still walked the Earth, returning company co-founder Steve Jobs sought a mantra to show Apple was back in business, and the acclaimed ‘Think Different’ campaign was born. Here’s what really happened....
Can brands make an authentic consumer connection? Yes. Are marketers doing what it takes to achieve it? No, not with consistency. In the never-ending quest for marketers to connect with millennials, authenticity continues its reign as the marketing "it" word of the decade. So it's...
Over the last hundred years, as the art of creating brands has evolved from designing logos and placing ads to the more complex integrated endeavor known as branding, we see a constantly shifting sense of what is true. It’s time for another one of those...
Human needs such as love, power, emotional security and ego-gratification, which are subconsciously emotion-based, serve as a foundation for emotional branding and allow marketers to create a self-fulfilling prophesy when it comes to consumer needs. People want to fulfill needs, and advertisers promote the need...
The Porsche Crest, steeped in history, signals a continued long life for classic Porsche models. The relaunched crest is true to the colours and materials of the original and is, of course, "Made in Germany."...
In this Issue, How Own-Label Brands Are Dialling Up Desirability, What Went Wrong With Pepsi’s Kendall Jenner Ad, Your Business Issues Just Might Have A Brand Solution, Coke Axes Coca-Cola Life Brand As Sales Tumble, Six Steps To Ensure Your Brand Strategy Supports Your Lead-To-Revenue...
In this issue, 10 Rebranding Do's and Dont's; The Future for Iconic Brands; How to Determine the Right to Time to Invest in Brand Positioning to Drive Growth; Brand Marketing in the Age of Abundance & Retail Employee Engagement: Two Innovative Solutions to Disrupt a...
'Odds' is a special edition pair of shoes created by adidas as a mark of tribute to para-athletes across the world. It is a unique pair of shoes which are either two lefts or two rights for those athletes who defy all the odds in...
Adobe is promoting its stock photo service with a 'limited edition clothing line' celebrating such stock photo atrocities as 'laughing woman eating healthy vegetable salad' and 'smiling seniors using laptop.' The campaign pokes fun at famously bad images that services like Shutterstock are rife with,...