In traditional marketing circles, the need for brand differentiation is a constant refrain. Some brand managers fret over how every tactical activity will “differentiate” their brand. But focusing too much on being different is not a healthy approach for modern brands. Fundamental Truths A brand is born out of a unique offering that satisfies… Read More
In South Africa, the Nando’s food chain is legendary for two things: great Portuguese-style chicken; and the cheeky sense of humour often expressed in its ad campaigns. They’re wildly popular for both. Noting that South African Insurance firm Santam was airing their own rather clever series of television commercials featuring Ben Kingsley, Nando’s decided to… Read More
Integrated is a hot word in marketing these days. Lots of people want to say they practice integrated marketing. But when you engage them on the topic it seems they’re talking about different things. Is it combining social media with search engine marketing? Coordinating online and offline activities? Or is it something much broader? The… Read More
Advertising was the talk of the town last week in Toronto. In numerous venues, the “thought leaders” of the local ad industry (not to mention a bevy of their thought followers) gathered to celebrate Advertising Week 2012. Being a proud participant in the industry myself, I was glad to be presented with a pair of… Read More
It’s a downpour! As an advertising exec, I am on the comp lists of numerous business magazines and IT publications. In the last few months almost every one that lands on my desk has featured a cover story on “Cloud Computing.” It’s a virtual deluge, you might say (if you had your head in the… Read More
