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What is the status of Western brands in Russia? Many claimed to leave to protest the invasion of Ukraine and to comply with sanctions. But did they? The American Marketing Association New York interviewed Konstantine who runs the YouTube channel Real Reporter. The channel provides an up-close look at life in Russia since the start …
Brilliance in Marketing: Western Brands in Russia Since the Sanctions Read More »
Expressing one idea in multiple formats over multiple channels benefits your marketing in three ways: 1. Variety in media and presentation enhances impact and memory. If use multiple senses; if you hear something, see something and then interact with something, it is more likely to stick in your mind. 2. Variety of format across …
43 Ways to Re-Purpose Content for Greater Impact Read More »
It was just a matter of time before the kinds of people who vandalized brands at world economic summits resorted to brand cyber-vandalism. The Wikileaks hacktivists recognize brands as political symbols, targeting global brands like Mastercard, Visa, Paypal, Amazon, Twitter and Shell. Gone are the days when a brand was a simple guarantee of product …
Wikileaks, Hacktivism and Brands as Political Symbols Read More »
A brand license deal grew a $50 million a year business into a $500 million a year business for Kraft and Starbucks. But problems with the business deal between the two companies threaten to cost billions and destroy a notable brand success. Talk about clouds in the coffee. In 1998, Starbucks and Kraft struck a …
Starbucks Brews Trouble Over Brand License with Kraft Read More »
Originally published in Apparel Magazine December, 2006 If there is one thing that Western apparel companies should know about China, it is this: Brand sells. Understanding the role brands play in China is important for anyone doing business there, and it is especially crucial for companies trying to satisfy the enormous appetite there for Western …
Apparel Magazine Article: In China “The Brand” is Everything Read More »