How Santander transformed its visual identity for the 21st century
In the past, banks have arguably been perceived as somewhat slow to adapt their branding and services to remain relevant in the digital age.
An off-brand voice experience is like bad stock imagery – it erodes consumer trust
Here’s a quick thought experiment.
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.
An interview with influencer platform CEO, Evangeline Leong
Econsultancy often invites guest speakers to events who can help our audience, marketers, achieve digital excellence.
In Asia-Pacific, though, we noticed that we were missing one key thing.
Healthcare marketers making progress on measurement & metrics
Measurement is top of mind for marketers and the organizations they serve, but it’s rarely a cut-and-dry matter.
That’s particularly true for healthcare marketers.
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 do brands continue to make stupid social media decisions?
With many major brands having years of social media experience under their belts, one would expect that the most cringeworthy examples of social media faux pas would be well in the past.
But that isn’t the case.
A day in the life of… a food & drink startup entrepreneur
I always love hearing about food and drink startups, especially on Dragon’s Den (or Shark Tank).
And with the rise of online subscription services in FMCG, food and drink brands are springing up all over the internet.
Sylvie Hall is co-founder of EatCleanTea, a brand of matcha tea that you can buy online, subscribe to, or look for (soon) in stockists on the high street.
Do the Chinese deserve their reputation as copycats in the digital world?
Western brands are constant targets of counterfeiters, often from China.
But in the digital world, does China still deserve its reputation as a copycat?
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.