Branding

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The Importance Of Brand Ambassadors In A Digital World

As the CEO of a North American experiential marketing agency, I have a tendency to chronically think about marketing as a whole -- its past, present, and future. With the explosive growth of internet-based marketing approaches, some executives and marketing managers have wondered about the role of brand ambassadors in this new advertising landscape. Do companies still need brand ambassadors for effective marketing? Or are brand ambassadors rendered obsolete by the Digital Age?
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How Lady Gaga Got Her Brand Back

The Lady Gaga we fell in love with 10 years ago is back and better than ever. The icon who carved out an indelible brand persona has finally returned to her fans, her roots, her senses, and to her betrothed little monsters. She has reclaimed her trademark pedigree that made her the irrepressible image we all fell in love with. And she did it without any outside help or needless controversy.

Great Brands Always Have A Shared Story

Branding is about more than image recognition for customers. Great brands give their customers something to belong to and talk about. They always have a great story. I was reminded of that last week while in Ontario cottage country visiting relatives and friends before returning to Toronto for some business meetings.

Purpose: Putting Meaning To Work

There is a vast gulf growing between younger generations, who want genuine purpose in their work, and older generations (their bosses), who are more likely to define purpose as profitability. This sen...