Marketing gurus and practitioners are constantly talking about how vitally important it is to project a consistent brand image. And it is. Everyone understands this best at the literal level, which has resulted in the creation and enforcement of corporate or brand identity guidelines. These can [...]
As both marketer and consumer, I’ve always been attracted to brands that stand for something beyond making money. How a brand handles adversity (product or service problem in the market), or any controversy, is a very good indicator of the values of the company and [...]
Nothing's wrong with the game. In fact, it has been great the last few years, even for a non-fan like me. So shouldn't the marketing world be over-joyed about the world's biggest TV event, where over 30% of the viewers watch just to see the commercials? [...]
An innocuous little throw-away at the end of a story in Marketing Online caught my attention and jostled my memory the other day. It was a report on Molson Canadian’s new ad campaign from Zig. The article outlines how Zig’s new campaign evolves the iconic [...]
It’s all too easy to become jaded about the creative side of the marketing business with time, even if you are a creative person. It’s easy to see how this happens: You see too many millions of dollars spent against weak or even silly [...]
I’m embarrassed to admit I was never a fan of the Seinfeld show, despite the fact that I admire its phenomenal success. For some reason, I never sat through a complete episode. I’m sure if I did, I’d be hooked like most of North America [...]
