Pre-1992, even loyal customers struggled to recall the insurance company’s name - the “American Family Life Assurance Company.” But today, customer and non-customers alike, indeed anyone in the U.S. or Japan who watches ...READ»
To many people, sustainability means solar panels, wind turbines and LEED-certified buildings. But sustainability is more than just going green or being green. It's a way of thinking about business — a mode of leadership and behavior that aims to create lasting value as opposed to piling up short-term transactional wins, says Dov Seidman. READ»
The goal of a brand is to connect to the market with emotion and relevance. Make it an engaging, enjoyable experience; have a premise, point, obstacle/solution; and be memorable. Applying storytelling principles to a brand strategy ...READ»
So here's a question to mull during Ad Week in New York: why is the ad industry -- which is obsessed with the idea of building brands, consumed with engaging the consumer, preoccupied with massaging the message -- so often so ...READ»
So Ronald McDonald got promoted. He's now Chief Happiness Officer at McDonald's. Congrats, Ronnie! What a well-deserved promotion. And overdue too.
But this isn't some deal where he's been kicked upstairs to make balloon animals ...READ»
To help celebrate Advertising Week in New York City next month, the organizers have developed a digital trading card collection featuring icons such as Ronald McDonald, Mr. Clean, and McGruff the Crime Dog.
Not only can you play an ...READ»
McDonald's today releases its second "corporate responsibility report" (the first appeared in 2002--and I guarantee you that nearly every word written about it will wryly point out the hypocrisy of such an effort from a company that ...READ»
There seems to be a renaissance of seasoned names working to reinvent their brands afoot.
Coca-Cola recently named its new marketing chief: Charles Fruit. Fruit, 57, was picked by Chief Executive E. Neville Isdell, who hopes he'll ...READ»
