Publishers must create custom engaging editorial content for luxury advertisers. Why? Because over the past 10 years, there has been a large development in new distribution methods, like social media, which makes content extremely important to luxury advertisers.
It is time for the message to reach Small Business Owners and Corporate Boardrooms alike. Marketing should no longer be seen as a net cost to a business. Today, marketing can create real value in its own right.
Singapore Airlines decided to remain focused on its brand position on the basis that the recession, and its effects on corporate travel, was cyclical. It takes a bold company to do what Singapore Airlines did.
I'm always surprised by how much people seem to trust corporate marketing. Take a new brand-recognition drive by Google. They've drafted 20,000 schools to participate in a contest in which kids draw their own versions of the Google logo.