Abigail Posner is the director of brand planning at DDB Worldwide's New York office: "Reason to Believe: A Meaningful Brand Purpose Not Only Attracts Consumers, It Drives Marketers". Companies for years have sought to define and communicate their brands' missions. Advertising agencies and brand consultancies, recruited to assist in this endeavor, have argued that the more meaningful the brand's purpose,
"Allen Adamson is managing director of the New York office of branding consultancy Landor Associates. Clients have included Citigroup, GE, IBM and PepsiCo. He is also the author of "BrandSimple: How the Best Brands Keep It Simple and Succeed." For all intents and purposes, the launch of Apple's revolutionary iPhone -- complete with folks lining up and even sleeping on sidewalks in anticipation -- heralded a new age of portability.
"A new crop of consumer influencers maintain a wider range of media behaviors, possess a higher degree of market smarts and attitude, and are highly skilled at spreading the word." The consumer has a new face -- again. Yet another wave of millennial consumer taxonomy is headed down the pike. Where once the terms "soccer mom" and "metrosexual" were enough for marketers to target stay-at-home matriarchs and young, urban males, ...
Since the term "viral marketing" snuck into vogue in the mid-1990s, the ad business has been sold on sickness as the way to describe how information, ideas and influence spread through populations of consumers. Once a sideshow to traditional marketing, it has developed its own canon of research and books -- most famously, Malcolm Gladwell's "The Tipping Point" -- and has become the order of the day in a world where people wear their social networks on their sleeves.
Abigail Posner is the director of brand planning at DDB Worldwide's New York office: "Reason to Believe: A Meaningful Brand Purpose Not Only Attracts Consumers, It Drives Marketers". Companies for years have sought to define and communicate their brands' missions. Advertising agencies and brand consultancies, recruited to assist in this endeavor, have argued that the more meaningful the brand's purpose,
"Allen Adamson is managing director of the New York office of branding consultancy Landor Associates. Clients have included Citigroup, GE, IBM and PepsiCo. He is also the author of "BrandSimple: How the Best Brands Keep It Simple and Succeed." For all intents and purposes, the launch of Apple's revolutionary iPhone -- complete with folks lining up and even sleeping on sidewalks in anticipation -- heralded a new age of portability.
"A new crop of consumer influencers maintain a wider range of media behaviors, possess a higher degree of market smarts and attitude, and are highly skilled at spreading the word." The consumer has a new face -- again. Yet another wave of millennial consumer taxonomy is headed down the pike. Where once the terms "soccer mom" and "metrosexual" were enough for marketers to target stay-at-home matriarchs and young, urban males, ...
Since the term "viral marketing" snuck into vogue in the mid-1990s, the ad business has been sold on sickness as the way to describe how information, ideas and influence spread through populations of consumers. Once a sideshow to traditional marketing, it has developed its own canon of research and books -- most famously, Malcolm Gladwell's "The Tipping Point" -- and has become the order of the day in a world where people wear their social networks on their sleeves.
