What This Means to You While branding has been an incredibly effective tool to communicate with people, it has evolved to the point that, often, the conversation between a company and its customers is a one-way monolog controlled by the company. Customers are given no choice but to listen to these one-sided conversations happening all [...]
The End of Branding as We Know it People today expect the ability to co-create and lead innovation, forcing companies to devise creative solutions to be competitive in this new, bottom-up age. Such an environment creates opportunities for companies who are creative and intimately listen to the cultures with which they are involved-joining forces with [...]
Case Study: The Fashion Industry The fashion industry is an interesting example of a business that has relied heavily on branding-how much more functionality can a $1,500 shirt have than a $15 shirt?-to gain revenue and profitability. So what has happened to the fashion industry, among the largest employers in New York City? Somehow, fashion [...]
The Cart Before the Horse Today, the concept of branding has become a driving force as a business strategy and an industry of its own. Thousands of branding books are available through Amazon.com, and hundreds of marketing and advertising companies sell their “unique” branding services. These branding experts instruct companies to extend their brand identities [...]
The History of Branding Branding today is a combination of ideas, products, and the advertising and marketing efforts of companies to put those ideas or products in the public spotlight. This is not too far removed from branding’s roots, although the motivations and methods have changed considerably. Branding was initially used as a way for [...]
Overview I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamppost-for support, rather than for illumination. David Ogilvy1 Segnala presso:
Overview I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamppost-for support, rather than for illumination. David Ogilvy1 Segnala presso:
Why Online Marketing
