Marketers should brace themselves for the onslaught of smartphone users demanding “heightened experiences” by devoting more financial resources to mobile platforms.
There was a time when consumers placed a premium on a concept called “privacy” and didn’t leave a trail of data documenting their every opinion and activity for brands to dissect.
Across the digital universe, brands are asking consumers to click for the good of the planet. But in asking consumers to create, vote, like, pledge and share online, can these tactics actually foster a change in attitude or even behaviour?
It used to be that good brand management simply meant finding the right positioning, leveraging well-understood media channels and delivering solid quarterly returns. Not anymore.
Here are my most popular posts from 2011. One is even from 2010, showing the ongoing relevance of conversations about brand, marketing and social responsibility.
Human beings are quick to respond when a threat is visible, immediate and endangers something they value, be it their health, family, livelihood or community. Unfortunately, for most consumers, climate change just doesn’t fit this description.
Consumers in industrialized countries are often lambasted for not doing more for the planet. In fact, consumers have reached a point where they need to see more from business and government before ramping up their personal commitment to the environment.