Brand Stars

As we look ahead to a new wave of winners and losers – yet to be decided in the post-Covid flux – businesses that walk the line between digital and real worlds may well come off the best.

Every decade or so there is a public service ad campaign so iconic that it defines the time in which it was made. The new ‘It’s Up To You’ campaign, aims to educate Americans about the COVID-19 vaccines and will almost certainly be the defining campaign for the 2020s.

Working with a nonprofit can be a powerful way for a brand or corporation to express its values around civic or social issues. Let’s digest what it really means to work with a nonprofit and how to make the most of it.

The business world is moving towards sustainability. The benefits are clear: you can help the planet and help your business. In fact, one-third of consumers prefer sustainable brands according to a report by Unilever.

Reactive marketing is the effort by brands to quickly produce content that responds to a current event, talking point or faux pas in a clever or thought-provoking way. It has roots in the newsprint advertising industry, but social media has been instrumental in its meteoric rise.

A key goal for any business is brand loyalty. While one-off sales are always positive, it’s a loyal customer base and repeat business that truly sets a brand up for success.

The way brands excite consumers may have changed due to the physical, in-person limitations of the pandemic, but it doesn’t mean people aren’t looking for ways to recreate the experiences they had with their favourites pre-COVID-19.

Competition in healthcare grows daily, with the digital marketplace more congested than ever before. Delivering cut-through in this space requires a strong brand, a robust marketing strategy and a class-leading customer experience.

Ads.txt, created in the summer of 2017 by the IAB to help publishers exert more control over their advertising inventory, and Sellers.json, released in 2019 by the IAB for buyers, are both well-intentioned and technologically well-designed. 

A recent Fortune article examined some of the eye-popping statistics surrounding the growth in eCommerce in 2020. Even as retailers across the world dramatically increase their online sales, Amazon remains the 800-pound gorilla in the marketplace.