Branding
Five brands that are rewriting the rules of innovation
Motto
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Innovation is not just a buzzword but the cornerstone of transformative brands setting new benchmarks in their respective industries. Among these pioneers are Humane, Nvidia, OpenAI, Climeworks, and R...
Mastering brand marketing: Do's and don'ts
The Sociology of Business
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Ana Andjelic is many things. She’s the writer of one of Substack’s most popular newsletters The Sociology of Business in which she dissects how the shifting status symbols of consumers are impacting t...
How to get everyone to talk about your brand
Marketing Examined
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Because of the rise of influencer marketing, earned media and PR might seem like archaic topics. But an article in Techcrunch or an “As Seen in Vogue” tag on your site can immediately improve your sta...
How to create a great TV commercial
Embedded
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One of my favorite commercials is a Diet Coke ad from 2006. The ad is simple, if not seemingly unremarkable. It features a group of young people opening a Diet Coke and rollerblading around a boardwal...
How to turn around a brand (ft. Dr Martens and Birkenstock)
Embedded
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Shoe brands Dr Martens and Birkenstock have a lot in common: Both are mono-brand shoe companies known for iconic aesthetics. Both were invented by German designers to offer a higher level of comfort t...