There’s a fascinating article in The Economist magazine this week. ‘What Are Brands For?’ presents an intriguing summary of the apparent flaws in the general obsession with brands now exhibited by much of the commercial world.
There is a lot of debate around whether Coca-Cola should be repeating its ‘Share a Coke’ campaign, however it is not unique in doing so. Another strong brand that repeats successful campaigns is Starbucks. By doing so, it has created seasonal associations that are now ownable (red cups at Christmas, receipts for iced drinks in […]
Sue Chidler, Cath Kidston’s marketing director, discusses the brand’s new in-house marketing campaign and the reasons behind its phenomenal international growth.
The overuse of the term ’authenticity’ in brand communications is damaging its true meaning, new research seen by Marketing Week suggests.