Punk brewery BrewDog has unveiled new brand identity and a renewed purpose. As a long-time customer and equity punk owner, I have mixed feelings. More or less in line with……
Category: Branding
Tomorrow’s buyers: the biggest growth opportunity in B2B
A great article from Peter Weinberg and Jon Lombardo who well summarise B2B’s unexplored growth opportunities. I suggest all B2B marketers to have a look. Actually, there’s only one point……
Consideration on the Excess Share of Voice law
As we know, the more people we’re reaching, and the more people who are talking about us, the greater our opportunity to maintain or grow our market share. Where a……
Increasingly an awareness platform: Amazon adverts is moving beyond search
Interesting post about Amazon.com as a top-of-the-funnel distribution channel; it could be the first platform offering brand building opportunities to brands with the advantage of real-time data. We’ve always considered……
You Should Know Your Marketing Velocity
“You Shall Know Our Velocity!” is a 2002 novel by Dave Eggers. It was Eggers’s debut novel and one of my favourite books of all times. It tells about two friends,……
Strategy Models for Marketers (and Content Marketers)
When requested to design a marketing strategy to overcome a specific problem, we (marketers) often confuse goals with strategy. We start with goals, and we stop with goals – without……
Hypocrisy and Brand Purpose, update
Collecting stories for a future article about hypocrisy and brand purpose. Cadbury and its generosity Mission statement/brand purpose: Cadbury launched a new purpose-filled positioning in 2018, to “shine a light on the……