brand building

Online Brand Building - a Case Study from Avis Europe

by: Mark Rogers

Recent figures from the IAB indicate that UK online advertising has reached £2bn. This number has already outstripped radio and newspapers and is chasing down television (at £3.9bn). The internet’s proportion of ad spend in the UK is the highest in the world.

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TV Ads 'a Waste of Money' for the Back-in-Black Gap - Advertising Age - News

by: David Polinchock

I started to write about this article to focus on this the headline of this article TV Ads 'a Waste of Money' for the Back-in-Black Gap, 40% Jump in Profits Indicates Merchandising Initiatives Are Paying Off -- when I got to the bottom of the article where they had this to say:

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Using Brand Taxonomies in Brand Strategy Development

by: Idris Mootee

I got quite a few emails asking me to explain this slide further. Please bear with me as this is an important slide and not too easy to explain.

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Advanced Brand Strategy Masterclass - Week Two

by: Idris Mootee

It was a great
start last week. Taking together what was discussed: brands exist as symbols in
popular culture with their meanings contingent on particular cultural contexts;
brands embody stories constructed by the companies that produced them, and by their

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Advanced Brand Strategy Masterclass - Week Seven - Global Branding

by: Idris Mootee

 This
one is long overdue and I apologize for the delay. Between airports,

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Transmedia Story Telling - The Next Brand Building Super Engine?

by: Idris Mootee

Every individual in this world shares one commonality which is we all have stories to tell. Some have very interesting ones and some are sad. It is like we all have a photo albums or a 60 minutes documentary that talks about our life. The older we get, the more repetitive these stories become. The true role of story and storytelling is much greater, older, and elemental than Hollywood.

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Pal West - New Dutch Fashion Brand Made By Youngsters

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Perhaps advertising isn't the money pit people thought it was

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We Are The Story

by: David Armano

What can brands learn from social experiments?

1. A passionate community is the lifeblood of your brand.  Without it—a brand is hollow.
2. People want to interact with your brand—to be a part of it somehow, to make it their own.

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How To Use Thought Leadership To Build Brands and Nurture Leads

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