Emotion has always been critical component for brands to connect with customers and business leaders to connect with employees. But today, when the coronavirus has unleashed anxiety and decreased physical interaction, an emotional connection is more important than ever. If you are able to make an emotional connection virtually, you will stand out, win people’s […]
For a campaign that was intended to inspire people, Dove’s Beauty Sketches has received quite a bit of criticism. Among the complaints lodged have been: […]
brand-as-business bit: Have you seen the latest TV commercial for Amazon? It’s terrific! Why? It talks about what Amazon has already done. Unlike many technology ads that make promises about great things companies are working to make possible, this ad is basically a review of all the great things Amazon has already done. It conveys […]
brand-as-business bit: Hindsight is 20/20. Nowhere is this more apparent than in the history books of failed brands. Julian Day, RadioShack’s former Chairman-CEO, probably has a few regrets. Although Day has been out of RadioShack’s hot seat for a year, his leadership marked the beginning of the brand’s demise. With Best Buy fighting for its […]
brand-as-business bit: Here’s a quick add to my previous critique of this year’s Super Bowl commercials. Making a Super Bowl ad involves a level of innovation, strategy, and skill that rivals what goes into making the advertised product itself. So it’s helpful to see what can be learned from those in a similar business of […]
Change happens. That’s not just a bumper sticker slogan; it’s the state of business today. Mastering change requires new ways of thinking, talking about, and doing business. I believe the leading companies in 2011 and beyond will distinguish themselves by embracing these five ideas: […]
All the hubbub surrounding Chevrolet’s new tagline, “Runs Deep,” is a bit puzzling to me. In my mind, a tagline is like any other creative expression. And evaluation of any creativity is highly subjective. […]
Last week Ad Age announced that Anheuser-Busch InBev is holding an online contest in China in which consumers can pitch ideas for a Budweiser TV spot which will run during next year’s Chinese New Year. The only brief to the aspiring ad-makers: the commercial must include ants (a recurring theme for the brand’s Chinese New […]
Next week I’m speaking at the Digital Symposium at the Westin New York on “Using Internet Technologies to Operationalize Your Brand.” The basis of my talk […]
NY Times’ Stuart Elliot recently reported about dueling efforts between Saks Fifth Avenue and Bloomingdale’s to lure back reluctant shoppers. […]