Browsing: Brand

Advocacy is one of the main use cases of influencer marketing and a key objective many brands are looking to…

The message from the fourth floor was loud and clear: “We need to reverse declining revenues.” Carol, the CMO of…

While the coming year will undoubtedly usher in new products and innovation, it will also bring corporate change to many…

Consumers care about what your brand stands for. According to Traackr’s IMPACT report, 60% of all consumers said that they would…

Jumping into a theme created by a big cultural moment (like a movie premier) has become a common tactic in…

While the term strategy is invoked routinely in marketing plans, in truth, actual strategy is often missing, misapplied, or simply misunderstood.…

The recent criticism of the new advertising for Jaguar has focused attention on when repositioning of a brand is necessary…

Beyoncé recently launched her hair care brand, Cécred, making waves in the beauty industry by earning the #1 spot on…

It’s time to reorient your thinking on the most effective deployment of your investments in marketing communication. You can start…

In 2018, Harvard Business Review included an article on its website titled, “ When It’s Smart to Copy Your Competitor’s…