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Brand Idea

Brave New Marketing World: From Chaos to Order

Tom Doctoroff | Posted 07.25.2014 | 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.