TV advertising and offline media budgets have yet to change much. The advertising budgets certainly haven’t fully transitioned into the digital arena as quickly as they ought to be to match consumer behavior migration.
Brand Stars
We’re Still in the Early Innings of Advertising on Amazon
While Google and Facebook’s dominance has long seemed insurmountable, the past two years have seen the rise of a third major online advertising player.
All You Need to Know About Building a Powerful Brand Identity
Branding is the way a business owner communicates his or her business’ identity to customers. It’s beyond what you sell; it’s your mission, company values, aesthetic, and tone of voice. It’s essentially how customers emotionally experience your company.
Amazon’s Goal Isn’t to be the World’s Biggest Store
The parochial view of Amazon is they’re a high-volume store that struggles with thin profit margins. Water cooler stock experts marvel at its high stock price and crow about its measly profits. Here’s some free advice: don’t listen to the arm-chair experts.
In 2021, Fan-Focused Digital Events Provide Unique Opportunities for Brands
Looking into what 2021 holds for marketers, brands have a timely opportunity to embrace the growth of digital events–with a focus on fans as a keystone component.
2021 in Advertising: Picking Up the Pace to the Finish Line
I’m no Paula Radcliffe, as anyone who has seen me run can testify, but we’ve all been on a marathon over the past twelve months and I, for one, think the finishing line is in sight.
How Brands Can Move from Forced to Focused Evolution in 2021
Going into 2021, it’s time for brands to reset and reclaim control of their destinies. 2020’s stop-gap solutions and quick pivots might have kept the lights on. But did they position your business for the long-term road ahead?
2021: The Year Of The Independent Agency
Agencies of all shapes and sizes were disrupted as the pandemic plunged our industry into the unpredicted territory. And while the experience has been humbling for us all, I’d argue it has gone a long way to showcase the strengths of the independent agency model and how they work with their partners.
How to Tie the Loose Ends of Your Brand
Good branding is the foundation for all your marketing success, which is why so much effort goes into it. It’s important that your branding is memorable and constant across all channels and platforms, with one report finding that consistent branding increases revenue by 33%.
Prioritizing Innovation: A Q & A with Melissa Tischler of Lippincott
We spoke with Melissa Tischler of global creative consultancy Lippincott about her Principles for Driving Innovation-Led Growth, why brand is an essential input to innovation and how prioritizing innovation today can unlock growth for tomorrow.