BrandPurpose
”Woke Up Call”: Universities Need a Brand Reboot.
Many of America’s most renowned colleges and universities have been in the headlines for all the wrong reasons. In the wake of turmoil over colleges’ responses to the latest social and geo-political uproar, a much deeper fissure has been laid bare that has the potential to break the brands that elite schools count on to […]
ANA Masters Highlights How Legacy Brands Have Embraced Reinvention to Grow New Markets
“Acknowledge and recognize unprecedent disruption. Yesterday’s practices will not work today. What got you here will not get you there. Rethink everything– consumer insights, ads, experience, not just methodology, but everything! Even ask, ‘What is loyalty?’ Everything must be reinvented.” … Raja Rajamannar, Chief Marketing and Communications Officer- Mastercard October marks the annual ANA Masters of Marketing— a significant week in the […]
Purpose and Profits– Does the Balance Shift with Economic Uncertainty?
IN A MARKETING WORLD where expressing brand purpose is now de riguer, The Internationalist asked its global audience if it is possible to balance purpose and profits amid economic uncertainty. In many ways, the survey answers were surprising. While respondents clearly had a strong understanding of the fundamentals of purpose-driven marketing, they were increasingly skeptical of not only “purpose washing,” […]