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The demise of the brand: why technology will usher in a new era of storytelling, The rise of the social web is making storytelling even more important, writes Robert Mighall, former Oxford fellow in English literature and one-time editor of the...
Why storytelling is oxygen for brands
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Un nouvel article relatant la montée en force du storytelling pour les marques
In a helpful article in Fast Company, Seth Priebatsch provides his insights on how brands can use game dynamics to forge new levels of engagement with customers. He cites three robust principles:
Quora is one of online marketing's best kept secrets. Whether you're already a dedicated Quora user or thinking about dipping your toes in the water, here are the right and wrong ways to use it.
To get customer experience right, companies first need to get the definition right, according to an enlightening talk I had with Esteban Kolsky, the principal and...
It’s a truism that a company’s brand is its “most important asset.” But brands have never been more fragile. The reason is simple: consumers are supremely well informed and far more likely to investigate the real value of products than to rely on logos.
One year on from Coke becoming Innocent’s majority shareholder, Marketing Week looks at the relationship between the two brands.
This article from some time back by Jagdish Sheth and Rajendra Sisodia sheds fascinating light on the business case not just for expanding brands but also shrinking them as well. According to the authors’ “Rule of Three”, the quest for scale is quite literally a race first for dominance and then for survival. But if you can’t win, don’t try.
NHS partially accepts criticism that it has failed to adequately explain how patients can opt out of care.data scheme
This is an astonishing failure in rudimentary #marketing and #communication for a £120 billion /year organisation.
What is even more amazing is the response of Mr Kelsey, director for patients and information, who during a BBC Radio 4 interview on the 19th February said: " We will be turning to our colleagues in the marketing industry and the professional bodies and really thinking through how best we can target messages." A perfect example of closing the stable door after the horse has bolted.
What brands should know about the new woman consumer, The role and purchasing power of the female audience are changing, yet brands have been slow to drop outdated stereotypes, writes Jane Bainbridge. | Marketing Magazine
Google Hummingbird is the new search algorithm used by the Google search engine. It was released with a bit of controversy as a result of its new stringent search and SEO requirements. One of the major components of Google Hummingbird is that it efficiently breaks down queries that are sent in the form of a question.
New tagline is mocked for being an overt drug reference.
Invest in #peopledata, not #bigdata, to win in the new age of marketing, We would all do well to remember that business and marketing both starts and ends with the customer, writes Paul Frampton, chief executive at Havas Media. | Marketing Magazine
I recently read a New Yorker article entitled “Twilight of the Brands” written by James Surowiecki. In it, he posits that with the advent of the Internet and the comparison shopping and consumer feedback that it enables, consumers have more perfect information about product alternatives including their quality and value. Therefore, there is far less need for brands to offer those assurances.
GoPro is the fifth biggest brand on YouTube according to The Touchstorm Video Index and as only 2% of the top 5,000 YouTube channels are from brands, this is a considerable achievement.
Why Facebook's purchase of WhatsApp could lead to an era of hyper-targeting, Stephen Pirrie, social strategy director at AnalogFolk London (below), examines what Facebook hopes to achieve with its headline-grabbing acquisition of WhatsApp. | Marketing Magazine
The Big Three no longer have the automobile market to themselves, but almost every market, including the one for cars, is ruled by three dominant firms. That
The Rule Of Three: Research reveals that in most mature markets, there is only room for three volume-based competitors competing across a range of products and markets.
For brands looking to tap into Snapchat's potential, this infographic is a must-read.