Advertising can create an expectation, but nothing generates conviction like hands-on experience. We all sort of know it, but when launching or strengthening the positioning of a brand ... sampling or demonstrations often play a minor role relative to advertising.Read More
Recession looked like it might kill off the mass-personalisation concept before it ever really had a chance to get started. So it's really nice to see some familiar faces like Mini and M&Ms hanging on in there ... and some braveRead More
P&G seem to be putting additional muscle behind one of their more interesting "bets" for maximising the value of their brand equities in the US. Investing in a franchising manager from PepsiCo to drive the growth of Tide Dry CleaningRead More
Advertising age reports that the Coca-Cola Facebook fanbase is now a bigger web presence than its own website. It's not alone, there are eleven others - including Skittles, Starburst and Starbucks in exactly the same position. Advertising Age's question isRead More
As the big booze companies become more and more multi-national and therefore less and less willing to take a punt on the kind of high risk innovation strategies that created brands like Baileys, malibu and Sheridan's 20 - 30 years agoRead More
Ok, so they didn't have the smoothest of launches. But even though they were overwhelmed on their first day by over-eager iPad owners, we think there is something really interesting about Flipboard. It is an iPad App that formats yourRead More
