The value of community for brands and businesses
It’s easy to be cynical, important to be cautious, and worth being curious about the idea of community – and how it can help brands and businesses create more value and make better stuff (products, services, and ideas.) Disclaimer: I’m leading brand strategy at ScienceMagic, a creative and strategic company helping businesses and talent build […]
JWT’s Take On Marketing Trends 2015
With the new year right in front of our noses, it’s time to look at what 2015 marketing trends might hold. Thankfully, many agencies are happy to provide their predictions. One of the more extensive looks into the future (110 pages) is served by JWT Intelligence: The Future 100 offers a glimpse into trends in food, […]
What A Priest Told Me About Lovemarks
Two weeks ago I attended the wedding of my cousin. I expected to hear a lot about love and faith and relationships. What I didn’t expect was hearing about brands. Most of you have probably heard of the lovemarks concept, introduced by Kevin Roberts some 12 years ago. That book made me think about the […]
Two Questions on Brand Differentiation.
I have read a really interesting article dealing with the question if it might actually be more important for a brand to be interesting than being different. If I got it right, the author argues that research shows that people don’t really make differences between particular brands, marking the whole process of positioning and differentiating at […]