Branding
Four P's of a rebrand
Marketing Examined
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Guess the best-performing stock in the S&P in 2023. It’s not Nvidia, but Abercrombie & Fitch. It climbed by 285% in 2023 - even though it was voted the most hated brand in America in 2016. So what hap...
How brands exploit time to make money
The Sociology of Business
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Today, money is made in mining the past. 032c calls this “the heritage problem,” referring to the newly-appointed creative directors’s habit to look into the archive and redo their brand’s iconic heri...
What is a brand video?
Dawn Creative
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There are different types of branded video. From product demos and explainers to show people how to use your product, to company culture videos to give people a taste of what it’s like to work with yo...
How to differentiate your brand by ignoring best practices
Frontera
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In 2001, all business and tech publications were saying Steve Jobs just made a big mistake. Jobs announced that he decided to change Apple’s retail strategy. Up to that point, Apple had partnered with...
Why does British Airways spend so much on ads that aren’t designed to sell flights?
Embedded Brand Strategy
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A few weeks ago British Airways dropped a new outdoor ad campaign, Windows, capturing the wonder felt by passengers peering out the window at 35,000 feet. The photography is standout, inspiring, and e...