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Destruction and Creation - the need for change.
… of differentiation and long-term brand value. Look at brands or cultural icons who’ve successfully reinvented … to create exciting newness. The most successful brands are the same. We recently had the huge pleasure of … don’t throw the baby out with the bathwater. The best brands - and this was proven in Jim Collins’ Good to Great …
Comparative advertising: A knockout blow to the competition or self-inflicted wound?
… to the advertising equivalent of sporting trash talk, when brands go toe to toe, calling out the other in their … the customer journey will help make it unmistakable. Brands like EasyJet and Starling Bank do this particularly … over half of Scots are more inclined to buy cheaper brands (55%) and 50% are more likely to shop in discount …
Why 2025 is the new 2016
… that followed, we saw a shift. As platforms matured and brands became more savvy, there was an increasing pressure … interactions that reward patience and curiosity. Brands will focus on crafting narrative-driven experiences … space. Consumers will seek deeper connections with brands, experiences that evolve and resonate with their …
Is the rise of AI the demise of search engine marketing?
… for articles to read. Comparison of products / brands -> Instead of Googling “best restaurants in Rome” … not building relationships. That’s where you win. The brands that survive AI-driven search changes are the ones … TikTok, LinkedIn, and Instagram are where people discover brands naturally. Email and direct relationships – Own …
Andrew Girdwood
… are in the best possible shape to make money, represent brands and act as growth engines. That means, for example, … I led digital strategy for some of the world’s biggest brands while (at the time) working for the world’s most …
The Digital Day dilemma: Are we all liars now?
… One AI company faked digital product placement, inserting brands and logos into popular streaming shows, and planned … I will argue that people care more about what brands say than the technology or deals they strike to say … of people said that authenticity is important when picking brands to support and 83% of wanted shoppers wanted 'more …
Great adaptations: How adaptation works (and doesn’t work) in marketing
… Many brands piggybacked off the virality of this incident with … with a long-lasting emotional connection to the brand, big brands often pull out the big bucks for celebrity … ‘copy’ or directly use another brand’s creativity. As brands, we are more accountable to our audiences than ever. …
Humility, Advertising, and Our National Identity
… have struck me are that the talent is just as good, the brands we get to work on are just as interesting, the … to make a mistake. However, the beauty for both us and the brands we work on is that in our fragmented and incredibly … My plea is that we set our ambition on the global stage: brands that succeed aren't just good; they're unmissable. …
Do go changing
… reveal about the human condition, about behaviour, and how brands and governments should shape their messaging to … To find out more about what the future holds for brands in our ever-changing reality, or if you’d like to …
A new brand in the White House
… of values that seemed to momentarily dupe the electorate. Brands, as we all know, are built on trust, consistency and … against them. Yet Trump is a man who knows all about brands and behaviour, at least you would assume he does. His … * https://brandfinance.com/wp-content/uploads/1/bf_nation_brands_2017.pdf If you’d like to chat about how …
