The digital revolution has intensified the clash between the top-down and bottom-up brand-building models: the former is fueled by clarity of message, which is articulated by the manufacturer; the latter is unpredictable, on the street, of and for the people.
Ho ho hope I'm not getting your tinsel in a tangle by talking about holiday marketing strategies in the summer, but savvy marketers need to know that by planning today, you could earn a serious seasonal revenue payday.
If you don't like feminism, don't call yourself a feminist. But I have a hunch that when your brilliant little girl grows up and voices her desire to be president you are not going to tell her she should instead look for a man to open her jars -- you may even encourage her to call herself a feminist.
As brands move on from the marketing funnel era, they need to keep the individual customer as the focus of every effort. Marketers can't promote a new product to the world and expect people to run out the door to pick it up.
My dear friend Erika Ferszt, Luxottica Group's Global Advertising, Media & Digital Director, spent some time with me in Cannes to talk about how she maintains the integrity and authenticity of Ray Ban, arguably one of the most iconic and popular brands.
Yin Rani, VP of Integrated Marketing at Campbell's Soup Company, spent some time with me at Cannes to talk about her new role at the CPG giant. Having joinied Campbell's in December, Yin is responsible for establishing the strategic direction for Campbell's advertising, media, global design and digital marketing and social media.
t's the authentic way in which they share, reporting from their bedrooms or living rooms, that make these YouTube sensations feel trusted to their young fans. Many of the so-called stars are still wearing braces themselves. They admit their own imperfections and share strategies on how to hide pimples or overcome awkward moments and that is part of their charm. It's an accessorized Judy Blume on YouTube.
As the sophistication and creativity of marketing communications increases, a message of inclusion resonates with tremendous impact and deep emotional connection. And as it does, it creates a powerful loop.
Watch as Rei and I walk around Cannes discussing the power of creativity and innovation, the Future Lions awards, and where he draws inspiration from.
While those attack ads likely cost some Democratic members of Congress their jobs in 2012, a new report indicates that, crazy as it sounds, those ads may have contributed to the success of the health care legislation this year.
How can the next generation of industry leaders apply this misfit math to a unique business model, structure, and culture?
Companies spend millions of dollars to make their products look ideal to consumers. But what if they stripped all of that away and told the truth?
The difference isn't just what they're doing, it's where they're doing it. There's one big mistake brands are making, and given the fact that many still spend billions of dollars on this, it's relevant. Ready? Here it is.
Commemorating periods in public was a punishment for bad behavior. Whew. That's one powerful message I'm not sure the filmmakers or the Hello Flo folks intended.
In other words, we are predictable and we are dependable. In the world of advertising, we are either a big yawn or a big question mark.
I had the great fortune of chatting with Matt Seiler, a Media Jury Lions President at Cannes this year. Scouring and judging over 3,200 submissions, he talks about his favorite entries -- great ideas, cross platform, yet simple ideas with positive messaging.