Building an agile brand
Spotlight on Chris Lehmann
Many people are accustomed to buying a cup of coffee or a bit of breakfast at Starbucks, but do you realize that from the moment you walk in, the music, the color of the coffee cup, the Starbucks mobile app, the clerks’ clothing and greetings were all designed by a team to achieve a unified customer experience?
The genesis of an iconic brand
Added Value, 2015
When the first Burger King opened in Paris over a year ago, the huge queue of people waiting outside was featured on French television. The people queuing were not just expecting any burger or any fries, they were longing for one thing: the Burger King experience. Burger King has transcended its simple functional product/consumer aspect to become much more than this.
What cue should you use to elicit ad awareness?
Straight Talk with Nigel Hollis, 19 Oct 2016
Wow! Reading the paper titled, ‘Can Brand Users Really Remember Advertising More Than Nonusers? Testing an Empirical Generalization across Six Advertising Awareness Measures’, by Kelly Vaughan, Virginia Beal and Jenni Romaniuk was like taking a trip back in time. The experience reminded ...
Also in Branding
Branding will continue to evolve and change rapidly in the next year, and we want you to be prepared. Here’s our trends cheat sheet for 2016.
Millward Brown, 2015
Brands must work hard to align proposition and experience both inside and outside the organization.
Today’s brands are engaging with customers more often and more quickly than ever before. They must react in an instant, and do so in an authentic way. To do so effectively, they need to have a strong sense of personality.
What's in store for the year of the monkey?
Cohn and Wolfe, 2015
What does it mean to be an authentic brand? That is the question BPG Cohn & Wolfe posed to 12,000 consumers in 12 markets, including the UAE, to reveal a list of the top 20 most authentic brands. Geoff Beattie, the global head of corporate affairs at Cohn & Wolfe, explains what an authentic company is and speaks about why UAE companies need to establish themselves more firmly in the minds of consumers.
Consumers have an emotional connection to the small handheld computers they carry around in their pockets; however, few brands have fully tapped into how to build relationships through them.