-
On cue, Chrysler turns a great ad campaign into a movement
In the waning days of January 2012, Saatchi CEO Kevin Roberts addressed the attendees of the MIDEM music fest at Cannes. His message: “Marketing is dead. We have got a much higher calling now. Your role is not to market stuff at people, but...
-
Up·ris·ing while reaching back
The uprising of the marketing and media industry, a multibillion-dollar business, must start with the development of future generations of talent. After all, this continuous evolving industry cannot exist if it does not have savvy, strategic and...
-
Tapping into 'Cool' and getting personal: Reinventing your established brand
How on earth does a traditional global tech firm reinvent itself as something cool and edgy to appeal to a new generation? How can a brand that has been around for 40 years selling computer processes relate to young people on a more personal...
-
Why movements are like marriage
Companies spend hundreds of millions creating brand heat and product lust. They are highly protective of their reputation and brand, so isn’t it remarkable to think that just 140 characters can make or break it? Social media may have got us...
-
Mutiny or Movement – It’s Your Choice
Business leaders have a choice to make. They can foster an employee movement that fuels the companies to greatness – or they can allow ignore, or stifle, the potential of their employee community. The choice is important now more than ever...
-
The Future Tastemakers of Tomorrow
Movie studios, record labels and radio stations used to be the tastemakers. They had all the cool content and if you wanted to experience it you had to see it through their eyes. If you wanted a number one record, you had to be on the radio. If...
-
Uniting the masses will help single you out!
There isn’t an agency that meets with AAR Partners (a 30-year agency search consultancy in case you're unfamiliar with the name) that doesn’t start or end with one of the following questions: “Who are the ad agencies that are doing things...
-
Content is King
Every company owner wants their site to appear at the top of search engines for a range of different search queries that are related to their business, service, products or location. The problem with this pretty picture is that there are millions...
-
Beyond the brand and in tune with reality
This is not another article that will school you on how to properly do your own job. There are already a lot of opinions on what the right way of branding is and how one should go about promoting their product. Some are better than others and some...
-
Pampers - baby steps to movement marketing
There's a new movement afoot, a new way for the world to do business. And it's inspired, in part, by Pampers. Yes, Pampers: the iconic American brand, the first mass-market disposable diapers, a product that many of you probably waddled around in...