Articles
The global commodity industry valued by the trillions has established a highly competitive landscape through the years. Professionals within the […]
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We like stories. Humans are hardwired to listen to stories, and that’s more than just marketing practice: That’s scientific fact. […]
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Branding as an employer is the process of creating a reputation that reflects your values and represents your company’s values. […]
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As the idea of “blanding” continues to circulate within the marketing community, we feel it’s the perfect time to discuss […]
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Not every marketing campaign or strategy can be a winner, but we learn just as much from the failures as […]
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Volkswagen’s joke for 2021 was to announce a rebrand from Volkswagen to “Voltswagen,” a nod to the company’s new commitment to electric vehicles. Jaguar, General Motors, and Volvo have already announced plans to phase out fossil-fuel-powered vehicles entirely, so it wouldn’t have been completely surprising to see Volkswagen follow suit. But unlike the rest of these April Fools’ Day pranks, Volkswagen’s fell flat. Here’s where they went wrong.
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Achieving an authentic brand voice requires careful consistency in planning and execution. It can take years to build. Then, at a moment’s notice, your brand can be called on to respond to a crisis that its carefully crafted voice really wasn’t designed to address. There is no one-size-fits-all advice to the use of brand voice in crisis responses, but what we do know is that you absolutely need a clear understanding of your brand’s values and be able to relate those values to the crisis at hand.
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Yum! Brands, based in Louisville, Kentucky, is one of the biggest fast food companies in the world. With 34,000 employees (not including hundreds of thousands who work for franchisees) and revenues around $6 billion, it’s hardly surprising that a company like Yum! Brands would make significant purchases, but the company’s recent acquisition of Kvantum raised a few eyebrows.
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