Marketing has a reputation for presenting an ideal (and often unrealistic) version of the world. More than a decade ago, an ad for soap offered another way.
All hail Air New Zealand. Jacker of News, Master of Stock Footage, Promoter of Brand Message.
How an April Fool’s Joke can increase sales and reignite a buzz in an audience.
The worldwide show of love and support for the Mars Opportunity Rover highlights the benefits of hte long-term approach to NASA’s marketing strategy.
What if you had a Super Bowl commercial? If you had one minute in front of millions of potential customers and prospects, how would you spend it? What would you say about your offering? What would you focus on?
With a loyal customer base and a global name, Mastercard’s choice to update its logo keeps it fresh and relevant for the digital age.
How do you make an airport renovation announcement exciting and newsworthy? If you’re Denver International Airport, you start talking about lizard people and Illuminati overlords.
Reports of mass panic in the streets following the 1938 War of the Worlds radio broadcast had more to do with warring media outlets than Martian invaders.
When Guinness Book of World Records wanted to reach new customers, it stuck to its brand promise and helped other companies make their stories more newsworthy.
What marketing lessons can other brands learn from Coca Cola?
Even the best business strategy won’t work if it’s not supported by and compatible with a strong company culture.
Think beyond the products or services you offer. Look at the experience customers get from your brand and come up with big ideas to enhance that effect.
When naming your business, consider the fundamentals of your brand experience and how you want to be perceived.
Just because a campaign only gets attention two days a year doesn’t mean it can’t generate real marketing power.
In most businesses, marketing’s a one-way street. But great things can happen when marketing also has a say in developing products.
The Judgments of Paris and Princeton showed how much perceptions affect palates.
If you look at it like it’s a marketing message, it’s clear why the story of Eagles fans throwing snowballs at Santa Claus became so well known.
By using a suite of creative marketing ideas, they created a distinct story.
They’re an easy way to earn credibility.
What the Yom Kippur War has to do with your corporate brochures.