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Every day, we make around 35.000 decisions, of which nearly 95% are subconscious and around 5% conscious, each guided by how we feel. In branding, emotions play a central role too, just as they do in all our daily activities. A brand connects with people by creating personalized experiences that…
"Perception" is not a very conscious process. Think of our brains like AI on steroids. We process an infinite number of signals instantaneously and without even realizing it. What results is a picture that represents how we think about things, feel about things, and relate to things. Your brand sends…
Like Twitter's transformation into X, Jaguar's new brand stands as one of the most dramatic rebrands we've seen, not just this year, but possibly in the entire decade. Jaguar has launched a new brand strategy and identity, leaving behind everything that defined them: the iconic logo, the British heritage, the…
An odd title, to be sure. After all, what does branding have to do with manhole covers? Branding, like virtually all other disciplines, can impart lessons that are cross-functional, transcending the entire realm of marketing into something much more utilitarian. Of course, the opposite is also true, with advancements in…
As Dove celebrates the 20th anniversary of its iconic Real Beauty campaign, a dark cloud looms over the brand. Greenpeace, through a new impactful campaign, highlights the negative environmental impact of the brand, creating a contrast with its image as a promoter of responsible beauty. About Dove's 'Real Beauty' Campaign…
What is the main challenge faced by brands? One might think that securing investment, creating quality products, standing out, and making sales are the key obstacles brand owners encounter. These are indeed important, but if we want to put it simply, the main challenge for a brand is to matter…
The internet has opened up more opportunities than we ever imagined. Now, businesses across all industries have the power to reach customers across borders and cultures. But to make the most of this situation, you need strong branding, which includes a solid brand localization strategy. When you want to reach…
Mastering strategic branding is a complex task. In a world that changes quickly, with new brands appearing all the time and business rules evolving, it's hard to keep up with trends and find special ways to build relevant brands. To stay ahead of the curve and create effective brand strategies, it's…
Employer branding has to attract and repel in equal measure. It wants to attract only the perfect candidate without anyone else applying. That requires communicating the job’s “downside” as much as it is about talking about what it offers.
Anakena is a Chilean wine brand owned by the Australian producer Accolade Wines. The brand, located in the Cachapoal Valley in Central Chile, aimed to create new packaging and establish a new brand strategy, including naming and storytelling, to better represent its brand identity. DAf, a specialized creative agency with…
The task at hand for branders and marketers is to learn how to serve two masters at the same time: the brands and the planet. In this article, I explain why 'do-gooder marketing' fails at this task and offer an alternative approach: hierophanic marketing. This new approach, I believe, can…
The world of CEO branding seems to have swapped out its three-piece suit for its favorite pair of jeans and pulled up a chair to chat with friends. It's a shift I've been watching closely, and frankly, it's both refreshing and overdue.
The values that define your brand are what make it relatable and resonate with your target audience. By staying true to these core values, you foster authenticity and create the opportunity to gain the desired traction. However, remaining faithful to your brand's core values and keeping them alive can be…