Archive for the ‘Marketing’ Category

Announcing the 2014 REBRAND 100® Global Awards!

Enter by September 25, 2013! Competitor pressures, plummeting sales revenue and outdated marketing strategy are some reasons behind a company’s need to reposition itself and remain financially viable. REBRAND™ is the leading global resource for case studies on effective brand transformations: the repositioning, revitalizing and redesign of existing brand assets to meet business goals. Showcased [...]

BASF, And The Magic Of Human Chemistry

A key element of futureproof brands is innovation. As someone with a particular interest in building tough, resilient brands of the future, I’m always curious how big companies keep their innovation, well, innovative.

Counterfeiting the World’s Greatest Condiment…

Could your brand be threatened by pirating? A recent story has hit a number of news outlets and got me thinking…

Want a Futureproof Brand?

Start with Uncomfortable Questions. Last week, I delivered a talk on motivating consumers to action. My formula for success boiled down to two simple fundamentals. Understand yourself, and understand your customer.

Is This the End of Branding as We Know It?

AdAge reports that Australia has ruled in favor of plain packaging requirement across all tobacco brands. Regardless of how you feel about the product, is uniform packaging the end of big tobacco? If the product becomes stripped of brand equity and visual recognition, is there a need to compensate a

Announcing the 2013 REBRAND 100 Global Awards!

Enter by September 26, 2012. Competitor pressures, plummeting sales revenue and outdated marketing strategy are some reasons behind a company’s need to reposition itself and remain financially viable. REBRAND™ is the leading global resource for case studies on effective brand transformations: the repositioning, revitalizing and redesign of existing brand assets to meet business goals.

The Client and Agency Relationship

4 Things Each Can Do To Build It The Client and Agency relationship is typically an evolving, and at times, interesting dynamic in its mix of corporate political formality and genuine human interaction. At its best the relationship is a true partnership built on mutual respect. At its worst it is

Is Your Brand Ready to Tap the Green Affluents?

My job is creating futureproof brands for clients. I believe those brands are built on sustainability, innovation, design, insight and sociability. Among these attributes, insight has a special place. Get it right, and your brand lines up with what tomorrow’s consumers demand. Get it wrong, and you become the next

Can Your Brand See the Footprints of the Future?

We live in a time of unprecedented chaos. Whether it’s economic, environmental, technological or cultural uncertainty, the world we inhabit isn’t easy for people, or brands to navigate.

I Smell a Scent Trend

What is a trend? For me, it is when the street meets the runway. In the world of scents, this is when a fragrance is found on the shelves of every day consumers at the same time that it is being used as the main ingredient of some new fine fragrance launches. For