I have asked Costas Papaikonomou (CP), founding partner of innovation powerhouse Happen, to discuss with me (FP) the theme here below. The purpose is to spark useful conversations about the evolution of the Marketing and Brand job.
Beer is one of the oldest alcoholic beverages. It was brewed around the ancient world at various times, in Mesopotamia (known today as Iraq), ancient Iran, ancient China, Egypt, and Armenia, ranging from 3,500 to 10,000 years ago. Beer was one of the first fermentation processes undertaken by humans.
In 2010, Pepsi invested millions of dollars in the “Pepsi Refresh Project,” moving their entire marketing strategy to social media. The campaign was, of course, widely promoted via online networking channels and, in the beginning, it seemed like a huge success.
Increasing brand visibility and exposure is something that can really make all the difference, because no matter how good and unique your product or service is, you won’t have too much success if you don’t promote it through social media platforms.
Business Intelligence software is an essential tool for analyzing your company’s strengths and weaknesses. From inventory management, to accounting, to customer intelligence and beyond, there are many ways you can use BI software to inform your decision-making, increase operational efficiency, and gain a competitive edge.
Crowdsourced innovation is a tactic used more and more often by government organizations as well as enterprise corporations. This means that innovation teams need to add a new skill set to their resumé: communications.
Play Bigger Advisors Co-Founder Dave Peterson emphasizes that entrepreneurs must be able to articulate the problem they seek to solve if others are to understand their vision. Successful marketing also persuades people to care about a problem they weren’t aware of before, and your solution for it. “Understanding the problem is the first step,” Peterson says.
In today’s crowded marketplace a new product is only as good as its packaging and marketing campaigns. How can you make it stand out from the competition? How can you update the design of your product without alienating your customer? The new book “Creative Anarchy: How to Break the Rules of graphic Design for Creative Success” provides ideation techniques and creative tools to push boundaries and expectations while preserving the function and message of the design.
The patent database, with its 69 million documents is one of the richest resources of knowledge worldwide. The real key to its application is the refined ways to distil the relevant information. This article will highlight novel patent research, and its relevance for each department of a typical company.
As innovative brands acknowledge that content is the currency they trade for consumer attention, the big question is how best to leverage this content. To date out-of-home media to shelf talkers have relied on consumers spending a certain degree of time and effort ‘grabbing’ their content. Near Field Communication (NFC) marketing is about to change that as it introduces a disruptive new way of grabbing and sharing content, with a simple tap of technology.
2013 has been heralded as the year of SoLoMo – Social, Local, Mobile – really takes off. SoLoMo could bring a revolution in retailing, marketing, consumer research, public relations – to name a few, as it becomes the ultimate loyalty card, direct mailshot, secret shopper, and feedback loop. Companies will need to be more agile, able to provide real-time relevance to hyper-connected consumers.
Packaging is already a concentrated form of brand communication, expertly coded by designers using form, materials, colors and symbols to tell a brand story; or to make an innovation approachable and understandable. Now that packaging is becoming part of the digital revolution, how can we best enhance its communication potential?
Advertising and marketing are changing and more than ever, and it’s the customers who are pulling the strings. A growing number of brands are harnessing the power of the Internet and “social proof” by optimizing user-generated content (UGC).Three case histories highlight brands that understand the power of co-creating their brand together with cons.
In this interview, Coca-Cola Asia Pacific regional director Leonardo O’Grady explains how the soft drink giant utilizes crowdsourcing as a tool in its innovation strategy, the role of social media in co-creating product concepts with consumers and how crowdsourcing has changed the company’s relationship with its world-famous brand.
Booz&Co wrote in their article “The Social Life of Brands” on Strategy+Business that the value of a brand is linked with the relationships it has with its customers, creating and retaining them. For marketing, its fundamental task is managing these relationships. In a recent research by Gallup the results were striking, a 240 percent boost in performance was achieved when both employees and customers were enaged. This is exactly, in a highly technological driven business environment, digital innovation is the catalyst that improves engagement and provide means to manage relationships better, faster and in a cheaper way though digital.