Facebook’s woes over Cambridge Analytica have only prompted one reaction from me: I told you so. While I never seized upon this example, bravely revealed to us by whistleblower Christopher Wylie and reported by Carole Cadwalladr and Emma Graham-Harrison of The Guardian, Facebook has shown itself to be callous about private data, mining preferences even
In 1999, the late Wally Olins sent me his book, Trading Identities: Why Countries and Companies are Taking on Each Other’s Roles, a fine read published by the Foreign Policy Centre that argued that countries were trying to look more corporate, adopting the practices of corporate branding. Conversely, as corporations gained more power and their
Long-time UK-based member Tim Kitchin, who was instrumental in Medinge Group's early years, passed away at the weekend. Our thoughts go to his family at this very sad time.
I’ve had a 52 Insights interview with Douglas Rushkoff open in a Firefox tab for nearly half a year. It’s a fascinating piece, and I consider Douglas to be spot on with a lot of his viewpoints. I’ve revisited it from time to time and enjoyed what Douglas has had to say. Here are a
I’ve always been surprised when I see Google or Facebook appear on any “top brands” lists. It’s branding 101 that a strong brand must have loyalty, awareness, positive associations, perceived quality, as well as proprietary assets, based on the model from David Aaker, and implicit in this, I always thought, was trust. You can neither
Various market orientation and branding models are already familiar to a lot of academics and practitioners. However, the digital landscape, in particular social media, has given marketers a new set of concerns. Can these elements be brought together in a single model with positive consequences for brand equity?
The author, who has worked on the internet since 1990, and used social networks such as Facebook and Twitter soon after their inception, looks at how these new media can impact on branding strategies and transparency.
Yan cites the 'Incredible India' campaign as a strategic triumph. He calls it a good example of Nicholas Ind's principle of "living the brand."
The following videos are from the Brands with a Conscience ceremony at MIP in Paris earlier this month, which the Medinge Group has been running for six years. The filming was done by Elmine Wijnia, wife of long-standing member Ton Zijlstra. The first is a video introducing the ceremony, featuring Medinge chairman Thomas Gad,
Detroit has not ever used a brand orientation in its automakers’ marketing strategies, and it talks of trimming brands and numbers to allow it to compete. The author believes in being more focused on brands and not losing economies of scale, and building more of what consumers want. The tools are there, such as consumer-targeted blogs, but manufacturers need to use them.
