branding

Cresco Data’s Anna Trybocka on brand leadership: “It’s not good enough these days to just make money”

On August 17th in Singapore, Econsultancy is hosting an event for client-side marketers which features talks by marketing industry leaders.

The event, ‘Digital Divas’, is slightly different from our other events in that all of the speakers are women and it aims to offer marketers a fresh perspective on the latest industry trends.  Those interested in attending can request their seat here.

barclaystld

Five companies using branded top-level domains (TLDs) & why

As of today, 619 applications have been submitted for brand top-level domains (TLDs).

And there are plenty of big name brands that are already using them.

In this post I’ll look at five examples, as well as giving a bit of background on TLDs and why brands might want their own.

Why Cillit Bang was wrong to lose Barry Scott

One of Reckitt Benckiser’s most iconic brands, Cillit Bang, recently launched a new ad campaign, moving away from fictional cult hero Barry Scott for the first time since the product launched. 

Frankly I think it’s the worst thing to happen to advertising since Captain Birdseye was traded in for a younger model or Mr Muscle was replaced by a bloke who was actually muscular, and I intend to explain why.

10 things we learnt at the Festival of Marketing 2015

It has been three weeks since the Festival of Marketing, which I’m sure anyone who attended will agree was a really exciting couple of days. 

With the dust finally settled and the teams involved having just about recovered, I thought I’d put together a list of highlights from the two-day event. 

How to achieve the right tone of voice for your brand

The way a person speaks is one of the first things people notice.

Soft-spoken, polite, enthusiastic, rude, dull: you can make an instant judgement about somebody based on how they communicate. 

It is no different for brands. The way a brand speaks to its audience is extremely important, because that is how people are going to remember it. 

Talk like a human, for business’s sake

Let’s face it, it’s not too unusual to run into corporate communications that feel impersonal and distant from a customer’s point of view.

So, it’s no coincidence that agencies use the word ‘humanising’ over and over again when providing advice on brand messaging. 

Putting aside any possible scepticism towards the seemingly volatile concept, humanising customer interactions must be the ultimate mission of any modern brand, which should empower its brave employees to shake off any robotic feel customers may perceive in their interactions with the company.

Is John Lewis playing with fire with its annual Christmas advert?

The annual unveiling of John Lewis’s Christmas advert is upon us and, as has been the case for the past few years, the levels of anticipation and excitement are more than most brands would dare dream of.

The tradition began in 2007, remarkably recently given the campaigns have, for many, deposed the Coca-Cola Christmas advert as the official marker of the beginning of the yuletide period.