Are You Sacrificing Your Brand’s Identity To Be Cool?
Mondelez International, one of the world’s largest snack food companies, has just announced that they are moving away from the ad agency of record approach to one in which small teams within any number of ad agencies develop creative approaches for their brands, including Oreos, Trident and Cadbury. The plan is to implement new ideas in small markets, and then roll out the concepts that produce short term sales…
Assessing Brand Relevance: A True View
Most major brands and advertisers have systems in place to track and quantify brand health. While the inputs and sophistication of these systems vary, there are several aspects of brand health that nearly everyone can agree are important, including: salience, differentiation, relevance, and loyalty…
TV Commercials: Why Creative is King
Most advertisers and ad researchers behave as if there’s more power in how much you spend and where you spend it than in the creative that you get in front of those eyeballs.
Why Outdoor Advertising Still Has a Place in Contemporary Marketing
It’s not too surprising that Jeremy Male, the Chief Executive of CBS Outdoor, is a big believer in outdoor advertising as an ad medium for the future…
Mike’s Hard Lemonade: Can a Brand Succeed on Digital Alone?
Throwing all of its eggs in one basket, Mike’s Hard Lemonade has dedicated ALL of its advertising budget to the digital arena. In the highly competitive market of malt-beverage advertising, focused spending of advertising dollars is a smart move. But what do they stand to lose by abandoning TV?