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Brand Idea

Branded Content: The Currency of Connection

Tom Doctoroff | Posted 01.09.2017 | Business
Tom Doctoroff

The rise of "content" is a fundamental 21st century marketing phenomenon. But is "advertising," deliberate messages broadcast at one time to swathes of people, dead?

Timeless or New? The ABCs of Marketing in a Digital Era

Tom Doctoroff | Posted 02.12.2015 | Business
Tom Doctoroff

The explosion of digital platforms is causing many marketers to rethink how they engage with consumers. But sometimes in their hurry to embrace the digital world, companies often lose their way and forget the basic principles of good marketing and branding.

Don't Let the Buzz About Brand Experience Cloud Your Brand Idea

Tom Doctoroff | Posted 01.12.2015 | Business
Tom Doctoroff

Cool kids prefer the modish expression "brand experience" to "brand idea," deeming the latter too one-dimensional and "advertising-y" relative to the interactivity and holism of the former. I beg to differ.

Why Traditional Media Isn't Dying -- And Four Other Myths of the Digital Era Dispelled

Tom Doctoroff | Posted 01.03.2015 | Business
Tom Doctoroff

Here are five platitudes we marketers should remember that do not fit the facts.

Brave New Marketing World: From Chaos to Order

Tom Doctoroff | Posted 09.24.2014 | Business
Tom Doctoroff

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.

Back to the Future: Remastering the Timeless Art of Brand Engagement

Tom Doctoroff | Posted 08.16.2013 | Business
Tom Doctoroff

A beautiful brand idea is invisible, but possesses the gravitation force to unify messages across an exploding array of media, geography and cultures. The brand idea is more than a theoretical abstraction. It remains the lynchpin of consumer loyalty.

Managing China: Stimulating Creativity in a Sea of Convention

Tom Doctoroff | Posted 05.25.2011 | Business
Tom Doctoroff

To liberate ambition -- the dragon in the heart -- latent in every Chinese, a leader must perform the hat trick of making subordinates feel safe enough to dive into shapeless seas.