International Branding Blog – Conneting brands to the universe
Brian Solis has been recruited for a second time in two years to keynote the International Council of Shopping Centers (ICSC) event. This time, Brian will share his vision for hybrid retail and the marketplaces industry. The event will take place September 14-15, 2022 in National Harbor, Maryland. To learn more about the event, please…
via Lauren Mathews, LEAP Author Lauren Mathews explores the importance of total experience innovation in a hybrid world. Solis’ book, X: The Experience When Business Meets Design, couldn’t be more timely. In her article, she writes… 90% of purchases are researched online before being made in-store. Customers expect a memorable experience when shopping in stores. A retail…
Read More “The importance of retail experience design; Designing a valuable retail experience” »
What goes around, comes around. From the beginning of advertising, expert testimony was the way to sell a brand. From the remarkable RJ Reynolds cigarette ads that touted that Doctors recommend Camels, to the ADA seal of approval on Crest toothpaste (Look Ma, no cavities!), to Ronald Reagan and GE, to TV star Mariette Hartley…
Read More “How Brands Benefit In A New Age Of Credibility” »
If you want to manage your marketing efforts more effectively, take a cue from the movie industry. Have you ever really watched the final credits of a movie? They go on and on and on listing every last editor, actor, gaffer, grip and gopher who was involved. Managing your marketing can turn into the same…
Read More “How to manage your marketing efforts like a Hollywood Producer” »
It has been written that culture eats strategy for breakfast and that culture is a great differentiator among companies. If you query Google on “What is a good company culture?” you will get billions of results (6, 250,000,000!) and if you clicked on the links of the results on the first page you would have…
Read More “The Four Keys To Building A Thriving Brand Culture” »
Where brands and products come from, and the associations (real or created) people have of this origin can significantly influence and alter the way brands and their products are perceived. In its 2016 global brand-origin survey, research firm Nielsen found that nearly 75% of consumers consider a brand’s country of origin to be equally or…
In a recent Wall Street Journal interview with Brian Cheskey, CEO and a founder of Airbnb, reporter Preetika Rana discussed the way in which Airbnb survived during the pandemic and is now flourishing. Although there were several financial measures that Airbnb employed to sustain itself during the crisis of Covid lockdowns and quarantines, one of…
Buckle up, marketers. You are in a front row seat on a ride to the next revolutionary iteration of the internet: Web3. Conceptually, Web3 is a decentralized, permissionless, trustless internet experience—not requiring the support of a trusted intermediary—that employs peer-to-peer interaction and meritocracy to put power and ownership in the hands of individuals rather than…
CEO’s letters to shareholders that accompany annual reports of the firm almost always address to two things: cash flow and plans for growth. Cash flow is a measure of the firm’s current profitability and plans for growth address future cash flow. Strong cash flow and credible plans for growth are key indicators of the health…
Nike CEO John Donahoe recently gushed about Generation Alpha, the under 12 demographic that comes after Gen Z: “The way most companies look at consumers is ‘well, who’s got disposable income?’ We don’t look at it that way. We look at, who is setting the agenda? Who is the future?” Many marketers are starting to…
