marketing theory and practice - how to handle putting theory into practice
great list of marketing theory frameworks to put into practice:
Segmentation
Brand personality
Brand architecture

The best approach is to get theory as right as possible and practice as good as you can (i.e. make the right announcement, even if on limited budget, if all markets won't implement then just go with ones that will, etc.)
6 days ago
The Palmerston Group
Qual research, immersive video, work with agencies
market_research 
18 days ago
17 Small But Powerful Shifts Every Company Should Make In Their Messaging
Don't over- strategize, just start writing and your strategy will develop from that
writing 
5 weeks ago
The secret of cool - SEDUCE
"He concluded there are five separate factors that people identify with coolness: Self belief, defiance of convention, understated achievement, care of others, and energy and sociability."
framework  personality 
6 weeks ago
The death of Don Draper
Advertising builds cultural meaning. It must be done with mass reach.
availability 
7 weeks ago
The Power Of Subtle Branding | Branding Strategy Insider
Taco Bell uses understated sign in hip neighborhood to blend in.
Article describes process of stripping out elements to get to simple equities. Like Marlboro furniture.
brand 
10 weeks ago
KidKraft 35.75" Writing Desk & Reviews | Wayfair
You'll love the 35.75" Writing Desk at Wayfair - Great Deals on all Baby & Kids products with Free Shipping on most stuff, even the big stuff.
11 weeks ago
Microsoft Word - Brand Tracking In a New Key.doc
great explanation of brand - availability and positive emotion
availability  market_research 
may 2018
The value of raising the threshold of crappiness | The Spectator
reliable business improves things in unexpected ways
-Uber makes public transportation more attractive (if train is cancelled I can uber)
-having chain restaurants means local ones have to at least be as good as their standards
context  comparison 
may 2018
[OFFICIAL] Volkswagen: Eyes On The Road - VW AD - YouTube
movie theater ad - people sent text the moment the video shows your car crashing
ideas  inspiration  activebranding  alarm 
april 2018
How To: Launch A New Brand
(with fame, you get what you pay for). BUT
if you don't have a budget...

-define your distinctive assets and consistently apply them

-be physically available. one way to do it is to be big for a specific audience (Facebook and colleges) or specific occassion

-be a storyteller & make people feel something (why so many brands put their story on their package)

-find your interestingness. Most WOM happens offline - social media has limited potential. It's important to get people to talk about you one way or another...
brand  strategy 
april 2018
Reporters Without Borders Germany: The Uncensored Playlist - YouTube
censored articles made into songs (lyrics are the article content) and put on Spotify so those in countries where they're censored could hear it
ideas  inspiration  activebranding  vice 
march 2018
SKOL leva chuveiro de glitter e montanha russa para Largo de Batata
SKOL sets up eco-friendly glitter waterfall
nice example of helping people *take environmentally friendly action* (rather than just saying we're doing it)
ideas  inspiration  activebranding  lust 
february 2018
M&A Series: Three Paths to a Purpose-led Identity - Views - Interbrand
mergers - 3 ways to handle mergers
-keep brand identities close to original
-keep the best (elements) and change the rest
-complete rebrand
naming  mergers  brand  strategy 
january 2018
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