Brands and musicians are teaming up to create valuable partnerships with financial incentives working both ways. However, not all tie-ups work well so parties should seek out authentic partners where there is a logical connection.
The downfall of Google Glass is down to one thing – it was an ugly product that made anyone wearing it look stupid. Its marketing, however, was immaculate with a seamless blend of social media and more traditional PR.
Coca-Cola’s ditching of its chief marketing officer role for a chief growth officer is a clear warning to CMOs: stand for growth, or lose it all. Thomas Barta, co-author of ‘The 12 Powers of a Marketing Leader’, explains.