Using Brands for Impact

This vein of research—fascinating, but not altogether surprising—gives marketers better ammunition to argue what we’ve observed for a very long time: that brands are powerful instruments of influence. We modify our behaviors according to the mostly unnoticed but indelible imprint of brands. As the marketing professor Jonathan Schroeder commented, they “constantly develop prescriptive models for the way we talk, the […]

Karma Marketing: Branding Like A Buddhist

Could the key to sustainable business be changing corporate mindsets from a culture of “more” – more revenue, more profit, more market share – to one of “enough”?

Bangkok-based brand strategist Sirikul Laukaikul argued that’s the case in a presentation about an idea called the “sufficiency economy philosophy” at Sustainable Brands in San Diego, California, this week.

The idea is for businesses […]

3 Ways Brands Can Use Corporate Social Responsibility Principles To Create Better Advertising

Dove’s “Real Beauty” campaign. Chipotle taking a stand on factory farming, with an assist from Fiona Apple. Patagonia giving away boatloads of lightly worn clothing. These advertising campaigns all have one thing in common: They take corporate social responsibility (CSR) principles and deploy them in ways that are far more effective than traditional ads.

In a new report, the firm BSR examines […]

The Nonprofit Branding Bandwagon

I first wrote about the branding bandwagon back in 2007, when it seemed that every large nonprofit I knew was  spending serious money — and I mean hundreds of thousands of dollars —  for corporate style tag lines, logos, commercial partnerships and strategies that they thought would attract media coverage and recognition from potential donors. At the time I complained […]

PR Meets Advertising: Start with A Simple Idea

This is the story of an ugly-duckling billboard; an opportunity that was nearly missed; and of a simple idea that created a positive media storm across print, broadcast, online, and social.

It All Started with the Ugly Billboard
The billboard in question sits atop a warehouse building that’s across a shared parking lot from our office, just outside the large windows of […]