Thinking About a Return on Meaning
When was the last time you headed to your local supermarket to get a particular bottle of detergent because you saw how it had performed an impressive cartwheel within a tiny, blinking online ad?
When was the last time you headed to your local supermarket to get a particular bottle of detergent because you saw how it had performed an impressive cartwheel within a tiny, blinking online ad?
The Huffington Post | Harry Bradford | Posted 04.27.2012
It may be obvious that Corn Flakes and Frosted Flakes are both made by Kellogg's, but did you know that Hot Pockets and L'Oreal share a parent company...
Jennifer Hamady | Posted 04.09.2012
Trademarks are becoming as common as commas, yet with a far greater impact than overused punctuation. While the legal lockdown of conversational language is progressing, the copyright law and rights are being thoroughly challenged.
Debbie Robins | Posted 05.21.2012
We are in a moral crisis. Our collective trust has been broken and it is time for a values revolution. A moral renaissance, if you will, where how you're doing business is more important than what you're doing.
Matt Browne | Posted 05.09.2012
If better working conditions, sustainable production, or ethical supply chains are ways in which a brand can enhance its reputation, appeal and value, then doing good globally can be good for business.
Debra Scherer | Posted 04.27.2012
People often ask me, why have you called your company The Little Squares? Are you thinking about pixels? Polaroids? Contact sheets? Film stills? Or ar...
Sean X | Posted 04.25.2012
Love. Often people give presentations about "brand" love and cite companies like Apple, or Starbucks, or Virgin. Guess what? No other brand is Apple, ...
Ije Nwokorie | Posted 04.09.2012
"If I had asked people what they wanted, they would have said faster horses." You've heard that one before. Apparently, Henry Ford never said it. ...
Auren Kaplan | Posted 03.17.2012
I want people to understand how they are exactly the same as the person in the slum. In that uniquely human way, they are no better and no worse than them -- they are the same.
Marian Salzman | Posted 02.26.2012
As we fade to gray in 2012, it's due in no small part to the tearing down of traditions and an end of entitlement gone extreme.
Dr. Leslie Gaines-Ross | Posted 02.22.2012
Reputation will always continue to matter but for reasons that are less financially-based than in the past.
Auren Kaplan | Posted 02.03.2012
If you're like the vast majority of people out there, you are a citizen consumer - you just might not know it yet. Citizen consumers are empowered i...
Scott Shamberg | Posted 01.02.2012
Do you feel comfortable investing in this economy? Do you trust the stock tips your financial analyst is giving you? (No offense Michael, I trust you)...
24/7 Wall St. | Posted 12.14.2011
From 24/7 Wall St.: It is not unusual for brands to disappear. It is unusual to see major brands resurrected. Scores of brands like New Coke, Circuit ...
Joe Frydl | Posted 12.05.2011
Instead of thinking about how to integrate brands into content, marketers need to be more disciplined about how to integrate the right kind of content into the brand's marketing mix to accomplish a specific objective.
Cassie Hughes | Posted 12.04.2011
A marketer's inconvenient truth is that consumers now demand that brands are authentically present in all facets of their lives; short cuts and bare minimum marketing simply don't create a memorable brand experience.
Posted 11.08.2011
The knockoff fashion culture brings the inaccessibility of major luxury brands to the masses, and the results are often nothing like what the original...
The Huffington Post | Harry Bradford | Posted 11.10.2011
At the same time the U.S. economy teeters on the edge of recession, public perception of even the most well-known brands is deteriorating. The com...
Fred Wilson | Posted 10.25.2011
When you are building your product and thinking about your go to market strategy, you can focus on getting everyday internet users first. Or you can focus on getting brands first and working with them to get users.
Naomi Troni | Posted 10.12.2011
When a brand loses dynamism, it means it is slipping off people's radars. If it's a familiar brand, declining dynamism means the brand is likely to be seen as old-fashioned, out of touch, and fading.
Heidi Grant Halvorson, Ph.D. | Posted 09.22.2011
Studies suggest that as adults we continue to unconsciously see our own worth to some extent as a function of whether or not we buy, or are given, the "good version" of the products we use.
The Daily Meal | Posted 08.08.2011
You've been regaled by the most followed food critics on Twitter, noted with interest the Twittersphere's most followed chefs, and intrigued by the ...
Marian Salzman | Posted 08.06.2011
There's a real paradox today in the meaning of the word community. On one hand, we're building our communities online and forming tribes with like-min...
The Canadian Press | Neil Davidson | Posted 07.24.2011
TORONTO (CP) - Marilyn Monroe, Bob Marley and mixed martial arts seem like a strange mix but Jamie Salter sees all three as blue-chip investments. ...
24/7 Wall St. | Posted 05.27.2011
The process of brand valuation is more an art than a science, or at least that is the conclusion of research done by 24/7 Wall St. The most well-regar...
Christel Quek | Posted 05.25.2012