It happens to all businesses. Something innocent turns into a catastrophe. And whilst sometimes you are culpable – you were lazy, taking shortcuts or taking your eye off the ball in some other way – there are other times when you do nothing wrong, but still get buried by a big pile of badness dropped [...]
By 2020, branding will become the most significant value driver for boardrooms. Branding is already a very effective catalyst for better leadership; and branding helps the boardroom drive its shared vision. The primary objective of boardrooms is to build and sustain shareholder value and deliver competitive returns to shareholders. They must therefore manage by metrics, [...]
I guess you’ll have heard about the Versace hotel, the Ferrari laptop, and the Apple cell phone. Yet, had I suggested any one of these products to you fifteen years ago, you might have been forgiven for thinking that a few extravagant typos had made it past the editor. Yet today, we’ve become perfectly used [...]
Marketers are in a ‘toestand’. Money is in short supply and the economy is groaning, although not quite as loudly as the CEO. Never before have marketers been under such pressure to deliver practical, tangible results and demonstrate the real effect they have on business growth and the bottom line. Of course the solution to [...]
Chanel have produced another piece of branded entertainment as a short film for their Chanel No 5 perfume (previous effort in 2004 starred Nicole Kidman in a Baz Luhrmann-directed short film). This time Jean-Pierre Jeunet directs Audrey Tautou, who plays Coco Chanel in the recently-released Coco avant Chanel movie about the life of the famed [...]
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