“Rethinking the idea of the brand” “You have to reach the next level of branding. The next level is about shifting from an aspirational brand (look at me, look at who I am, look at my status, let me signal it to you) to a meaningful brand that says: “here is how we don’t harm [...]
Categories: QUOTES
Tagged: brand, brand purpose, modern marketing, social mission, Umair Haque, utility
“As a perfectly timed response to this digital is maturing into branded experiences in the form of services, applications and tools: A designed experience being a much more powerful branding tool than psychological storytelling.” Helge Tenno, a wider digital perspective, February 2011.
Categories: QUOTES
Tagged: brand, brand utility, experience, Helge Tenno, insights, modern marketing, utility
…and begin marketing to situations! Nowadays, companies still target their customers depending on personal data, such as age, gender, or professional category. Whether you are a man, a woman, a child or an old person, you can share some feelings with different people, depending on the context. As marketing, communication or advertising professionals, we now [...]
Categories: PRESENTATIONS
Tagged: aquarel, brand, context marketing, data, fiat, Nestlé, old spice, situation, utility
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