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| Narrating the discussion

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    It doesn’t matter if you are a cat or a dog person, this concerns us all. The Internet will soon run out of all content related to cats. So sorry, but there won’t be new cat memes, gifs, or videos. This will be a catastrophic apocalypse, and the Internet will never be the same again. Here’s […]

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    Interview: Asma Shabab Merges Creativity and Tech Every Day at IBM
    Technological advancements in the East have long been of inspiration to the rest of the world, but how are data and digital fairing in terms of brand marketing and evolution? After speaking at Dubai Lynx about this very topic, Asma Shabab (marketing and communications leader for IBM’s Watson in Middle East, Africa, and Turkey) took […]

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    Interview: Loui Kofiah on Creativity Evolving in the Middle East
    Ten years in the Saudi market has taught our recent interviewee, Loui Kofiah, a bit about how creativity is blooming in the Middle East. As creative director of TBWA\FULLSTOP., Loui dabbles in various aspects of illustration, graphic design, gaming – calling himself a “mad scientist of sorts” when it comes to his artistic tendencies. His […]

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    How the PaaS Model Is Shifting Your Brand’s Focus
    A high-rising trend among modern business folks is the “product-as-a-service” model, also known as PaaS. Originally coined by Rolls-Royce in 1962 as “power by the hour,” the concept has become increasingly popular in modern markets, as it seems pretty simple on the surface. In reality, however, the PaaS model brings about direct and indirect changes, […]

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    The C-Suite: Dorie Clark, Acclaimed Author and Duke University Professor
    For this month’s edition of The C-Suite, we sat down with Dorie Clark, an adjunct professor at Duke University’s Fuqua School of Business and the author of Entrepreneurial You, Reinventing You, and Stand Out. Along with being described as an “expert at self-reinvention and helping others make changes in their lives,” Dorie (a former presidential campaign spokeswoman) […]

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    What Brands Need to Know to Succeed in the Age of Intelligent Agents
    Many leading brands are asking how they can use voice to answer specific search questions via agents like Alexa and Siri, and how this will revolutionize the way we search and purchase. But, according to Forrester analyst Collin Colburn and his presentation (entitled “The Future Of Customer Discovery”) at this year’s Forrester Consumer Marketing Summit, it seems […]

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    Brand Equity: A Strategic Pillar for Competitive Advantage in Luxury Markets
    The postmodern consumer’s search for authenticity has become a challenge that companies of various industries are facing in order to confer legitimacy, reliability, and superiority to their brands and offers. The rediscovery of history and tradition; the fascination and value attributed to ancient crafts; the human and natural components in products and production processes; and […]

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    Earcons and Love-Notes: The New Age of Sonic Branding
    Designers and marketers talk a lot about visual and verbal language. But the time has come to start talking a lot more seriously about audio language. When it comes to defining (or redefining) a brand, creatives usually operate in the visual and verbal, often overlooking the audible or considering it as a bolt-on at the […]

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    Great Brand Positioning Needs Passionate Entrepreneurs
    Your brand means the world to you. It is all you can think about from the time you wake up till the time you go to bed. It does pay you, of course; but remember, the source of your revenue is not your brand – it’s your consumer. If your consumers don’t recognize your brand, […]

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    Transparency: The Emerging Brand Paradigm
    Transparency is a powerful tool for brand communication, according to strategist Chris Barth’s recent presentation at Contagious Live NYC, and is rapidly emerging as a new marketing paradigm. When Domino’s Pizza found itself the object of terrible reviews and significant market share loss around 2010, the brand based its turnaround campaign on being completely transparent […]

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    Cannes Lions: Once Again, Creativity Demands Its Rightful Place in the World
    “I won’t give you a normal speech. I’m gonna put myself out there. What I want to do today is not talk about my vision, or trends, or what I believe, but actually really tell you about some of the stories, and moments, and experiences in my 30 years – because it’s been 30 years, […]

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    The C-Suite: Maureen Mullen, Co-Founder and Chief Strategy Officer at Gartner L2
    Maureen Mullen, known for her role as co-founder and Chief Strategy Officer at Gartner L2, co-authored the L2 Digital IQ Index methodology and oversees L2 Research and Strategy. Given her experience working with the likes of Procter & Gamble, L’Oréal, LVMH, Nike, Unilever, and many others, Maureen was invited to share her thoughts on digital […]

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    Don’t Panic! Interview: Director of Marketing & Brand Strategy at Aston Martin, Gerhard Fourie
    “The best way to hold on to your brand’s character is knowing exactly what your brand’s character is.” – Gerhard Fourie, Aston Martin James Bond has entered many life-or-death combats in his long career as a British super spy, yet has always walked away with his life. This impressive ability also applies to the manufacturer […]

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    What Companies Need to Know When Building Millennial Brand Relevance
    Millennials (also called Generation Y) represent the generation of users born between 1980 and the first half of the 90s. The most striking feature of Millennials is that they are the first generation familiar with digital technology and well-versed in its codes of communication in their adulthood. For many, the immediate social change stems from […]

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    From UX to VX: Audio Branding for a Voice-First Future
    As we progress alphabetically from “U” to “V” in our trending terminology, designing the user experience of voice is vital. Brand communication is, quite literally, becoming a dialogue as we converse with voice assistants in the comfort of our own homes. In-store experiences are even more accessible at home, thanks to Smart Speakers, as we […]

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    What the Arts & Culture Industry Needs Now Are Interesting Brands
    Art not only tells an important historical story, but it can also act as a moral compass in modern times, challenging perceptions, encouraging empathy, and promoting action. So, why has funding for the arts and humanities been under attack and vulnerable to political pressure even as it helps drive the economy forward? Dale Carnegie, author […]

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    From Burning Clothes to Burning Heritage: Burberry Unveils New Brand Identity
    Burberry, recently derided for burning approximately 30 million dollars worth of unsold luxury clothes to allegedly protect against counterfeit products, took a match to 160 years of heritage with the announcement of a new brand identity. Last week, the company revealed a new logo and monogram created by graphic designer, Peter Saville. While it serves […]

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    The C-Suite: Interview with Trevor Sumner, CEO of Perch Interactive
    As an investor, adviser, and operator in spearheading tech for almost twenty years, Trevor Sumner is no stranger to tackling disruption and coming out alive. His current company, PERCH, has managed to innovate the in-store experience in a way that truly integrates digital. The omnichannel approach that Trevor and his team implement is the kind […]

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    Beware of Algorithms, They’re Not People
    “We don’t market to people anymore. We market to algorithms.” And therein lays a great danger, warned Kodi Foster (senior vice president of data strategy at Viacom) at PSFK CXI 2018, Innovation in the New Consumer Experience, in New York. Foster passionately presented a warning about AI-driven tech/media platforms that seek to change human behavior. […]

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    How to Pitch Digital Branding Campaigns in the Post-Mad-Men Era
    Many in-house brand marketers face resistance from their digital, performance marketing, or e-commerce teams when it comes to running top-of-the-funnel branding and storytelling campaigns. To a data-driven digital specialist used to optimizing bottom-of-the-funnel key performance indicators (KPIs) such as Cost per Action, it seems like blasphemy to run lofty branding campaigns designed to inspire potential […]

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