The Scottish independence referendum has highlighted the issue of national identity but how important is the role of heritage for brands, particularly in today’s global market?
B2B automated marketing techniques are set to take off in B2C.
Brands are cutting out third parties to cultivate the customer.
Samsung played a blinder in aggressively undermining the Apple iPhone6 launch.
I was surprised by the list generated in the ‘Authentic branding’ article. I concur that many on the list are famous brands with strong emotional connections to their customers and can be assigned large monetary brand value, but I am not sure that they are truly authentic.
How do you cope with a call to be less successful?