Brands are spending too much time on high-volume, underperforming content marketing that few see or care about. Here's what we recommend.
In the past seven years, we have developed more than two dozen corporate brands – for the most part from the ground up. In every case, the core of the brand has been story. Here is why.
From CEO and President of Toronto creative agency Pilot PMR, read the insights on brand journalism and its important to the effectiveness of brand impact.
Meaning can be as simple as telling a great story, prompting an unexpected laugh or passing along a positive affirmation. Meaning is being ambitious, challenging the status quo, enabling change or sharing lessons learned.
Turn the dial slightly north to Canada’s CBC and you will find that similar questions are arising as Conservative backbenchers demand financial details about CBC, including the salaries of Peter Mansbridge and CBC colleagues George Stroumboulopoulos and Rick Mercer. T
Iconic brands successfully build their creative collateral to bring immediate consumer recognition. The process takes extensive analysis, planning, research and consultation. Often, logos and creative themes are updated to remain fresh.
While the marketing landscape continues to undergo seismic shifts, the 3 Rs that have formed the foundation of marketing throughout my career have remained constant: relevance, reputation and reach.
In today’s hyper-social universe, placement is virtually dead (except for search). It is no longer possible to bully your way into the lives of people who connect individually in order to work, collaborate, socialize, learn, and play.
For decades PR consultants have been encouraging their clients to leverage philanthropy as a means of generating attention and goodwill. In my nastier moments, I call it philan-trophy: corporate giving in exchange for public relations value.