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Author Archive

Brand Strategy

Using Glamour To Build Brands

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Using Glamour To Build Brands

For many of us, glamour is embodied by timeless icons such as Jacquie O., Marilyn Monroe, Grace Kelly or Cary Grant. Certain brands and products also became synonymous with these icon’s glamour: Rayban’s wayfarer, James Bond’s Aston Martin and Hermes’s Kelly bag.

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Brand Marketing

The Psychology Of Influencer Marketing

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The Psychology Of Influencer Marketing

For years, brands relied on actors, singers, athletes and other ‘traditional’ celebrities to endorse their products in commercials.

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Brand Growth

Embracing Culture To Drive Brand Growth

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Embracing Culture To Drive Brand Growth

Brands can no longer stand out by solely relying on clever ads and effective media placements. They must also be relevant in the rapidly evolving culture of consumers.

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Branding and Social Media

Aligning Brand Strategy And Influencer Marketing

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Aligning Brand Strategy And Influencer Marketing

In 2001, Emanuel Rosen published The Anatomy of Buzz, one of the first books dedicated to “Word of Mouth” marketing.

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Brand Insights

How Brands Win With Mindset Based Targeting

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How Brands Win With Mindset Based Targeting

In his recent book ‘Friction’, Jeff Rosenblum argues that the mid-funnel is often neglected by marketers, who are too worried with upper-funnel brand awareness and lower-funnel conversion tactics.

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