The argument over Brand Purpose and its effectiveness as a brand building strategy It has been known for a long time that marketing is not an exact science. It is impossible to define a one-size-fits-all recipe for brand building, as many factors influence the end result. What works for a new OTC drug brand will work completely differently in the luxury car category. Even the concept of an effective brand is debatable – what does it really mean and how…
MOVEMENT THINKING as an exemplary framework for activating BRAND PURPOSE Much has been written and said about Brand Purpose in…
Let’s all take a bolder stand for diversity and act about it. Let’s show our commitment to equality and this…
The history of culture is, to a large extent, the history of the development of technology – new tools allowed…
PTBRiO conference summary “Rebellious Brands” Rebellion is now strongly present in social life. We observe the escalation of tensions and…
Coopetition as a strategy for building competitive advantage or achieving a common goal. COOPETITION is a neologism combining the words…
The year 2020 has very tangibly made us familiar with the concept of DISRUPTION, through our own experience. The pandemic…
On November 13, when the world celebrated World Kindness Day, John Lewis released his Christmas commercial, so the Christmas communication…
The current experience of a pandemic has undoubtedly knocked us out of everyday functioning. It continues, and we are more…