"Consumers control the brand. Marketers do not." It's been the manifesto of social media aficionados for years, but in my opinion, the concept is something contrived as an attempt to validate social media and social media "experts'" position in the marketing landscape. And for the most-part people seem to be buying it.
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2013 proved itself to be a strong year for rebranding. Especially in Australia and Canada. Here are my picks for the three best rebrands of 2013.
As it turns out, 2013 was a pretty solid year for rebranding. Especially when compared to 2012. Still, some rebrands managed to bonehead their way to stardom and here-within are my top three picks for the worst rebrands of 2013.
On January 14th 2013, Coca-Cola launched an ad campaign aimed to tell the truth about its products. Did it really tell the truth or was it just lip service?
With 2012 drawing to a close, it's a good time to take pause and reflect on your company's progress over the past year, as well as plan it's growth for the upcoming year.
What do Led Zeppelin and ancient Chinese warlords have to do with your company's success? Over the years I have met many business owners with ground-breaking ideas, cutting-edge technology, knowledge, skills—you name it, they had it all. And for whatever reason their businesses never took off.
We’ve all seen amazing promotional marketing videos before. Whether they're funny, inspiring, shocking, or heart felt, some companies do video exceptionally well. They tell great stories and as a result they connect us with their brands in ways others cannot.
As companies diversify, they often drift further from their founding purpose. The original brand strategies that made them distinctive, compelling, and drove their success become less and less connected to the companies they are trying to become.
First, the bad news. Agency selection is a pain in the ass. You’d think it would be fun, but it's not. It's akin to getting pummelled by Evander Holyfield for ten full rounds. Next, the good news. Continue reading »
It happens with virtually every company we work with. As we go through the discovery process and we learn about our clients, we begin to see the truth unfold. The truth about what could be. Naturally this is very inspirational to us, and it's one of the major reasons anyone in our industry does what they do (or at least it should be). Continue reading »