Though the mythology is ancient, today’s leading marketers are increasingly adopting the traits and embodying the principles of the shapeshifter.
Storytellers
Hurdling for Hamburgers and Other Mixed Messages in the Minefield of Olympic Sponsorship
As a former athletics coach, my mum has been left perplexed by the sponsorship partners of the upcoming Olympics. ‘What on earth does McDonald’s have to do with sport?’ she asked. ‘What’s next? Hurdling for hamburgers?’
The Flaw in Trump’s Branding
Launching a new logo can go spectacularly wrong, causing great embarrassment to the brands they represent and great hilarity on social media.
Honesty and Social Engagement
A brand’s relationship with a consumer is no different from any other. Once you lose someone’s trust, it is tough to get it back.
Breaking the Rules for Good
It’s a fact that one in eight women will face a breast cancer diagnosis at some point in their life.
Seducing the Girls Club
Women have always been marketing´s prized audience. Today it´s especially the millennial woman that offers a promising, yet challenging, new land.
The Rising Value of Emotional Real Estate
In a world where participation happens with a few clicks of fingertips, it’s important for a brand to know that real time isn’t always the right time.
Truth and Lies in Social Media
Nobody’s perfect. What’s true of people is equally true of brands.
Building Olympic Brands Beyond The Games
The Olympics is arguably the greatest institution in our culture.
The Slashie Phenomenon…
Perhaps you have noticed a recent proliferation of slash usage among young professionals describing what they “do.”