Travel Motivation Survey
How to create a brand personality for a place that stands out?
If you were to ask me to name the least-understood concept in branding, I would say "brand personality." Plenty of insightful approaches exist for discovering a brand's purpose and promise. There are universally-accepted methodologies for developing brand identity and architecture. Marketing communication is -literally- a science. But I have yet to hear a branding expert …
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How culture affects cognition?
Did you know that 31% of Americans don't believe that global warming is happening -no matter how much scientific proof you present? Click here to discover why.
Crisis Communication Tactics during Covid-19
The world is facing a significant threat. In times like this, managing the crisis is not enough; one must also properly communicate the crisis. That said, communication tactics that work in regular times do not work when there is a crisis. If you want to communicate effectively in times like this, then read the below …
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How funny your brand should be?
Back then I was collaborating with a renowned agency on a re-branding project. Upon completion of nation-wide research, we started working on brand personality, one of the building blocks of brand strategy. At that point, the creative director of the agency adamantly insisted that the brand should opt for a humorous tone of voice - …
How to launch a brand identity
In today's world, your brand's greatest competitor is customer indifference. Our attention is a scarce resource, for which all marketers are fighting. That's why launching a brand identity is an indispensable marketing opportunity. Smart communicators know how to launch a brand identity and use that chance to tell the story of their brand. Unfortunately, that …
How to advertise tax preparation?
You’ve probably heard the famous proverb: in this world, nothing is certain but death and taxes. As correct as that fatalistic and sardonic saying is, in this day and age- it is also incomplete: During the tax filing season, one must add tax preparation ads to the list of inevitable. They are omnipresent. In this …
Lack of deep insights lead to poor advertising
You’ve probably heard the famous proverb: in this world, nothing is certain but death and taxes. As correct as that fatalistic and sardonic saying is, in this day and age- it is also incomplete: During the tax filing season, one must add tax preparation ads to the list of inevitable. They are omnipresent. And, sadly, …
Continue reading "Lack of deep insights lead to poor advertising"
Top Trends in 2019
Another new year, another collection of top trend reports! What was trending in 2018? Which trends will still be relevant in 2019? And, what emerging trends you should pay attention? We have all the answers! Enjoy these great reports, share them with your friends, and let us know if you have any other good ones. …
Why do change projects fail?
Back in the day Benjamin Franklin (or Daniel Defoe) famously said: “In this world, nothing can be said to be certain, except death and taxes.” While such wisdom is true, it feels somehow incomplete. One could rephrase it today as follows: “In this world, nothing can be said to be certain, except death, taxes, and …