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»
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»
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»
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»
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»
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»
