Much has changed over the four decades in my career as a brand and communication strategist. From the certainties of mass-media to the flux of the digital world. From the world of product UPSs to psychographic segmentation. However I find that the fundamentals of brand-building remain much the same. This post outlines three.
Disruption is not always about technology.
Today’s post on my blog suggest that sharp consumer insight can be an equally potent source of disruption.
Building emotional equity is a keystone of brand-building. Today’s post takes a look at processes that can inject some science into the art of building emotional connections with consumers.
The most effective of creative people in advertising people have always known that engagement in the key to successful advertising. … More
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