Brands In The New World Order: How Can Brands Win In The Age Of AI?

Brands In The New World Order: How Can Brands Win In The Age Of AI?

There was a point in time where brands were the aspiration, but in our new world, brands have become entirely subservient to people. The explosion in data availability and advances in AI are changing the relationship brands have with their customers. In the past, deregulation and access to marketing tools gave way for the proliferation of commoditised services. A hyper-competitive world, where choice is abundant was born. Surviving meant optimising quality for lower the cost. Winning, however, meant innovating.

How Brands Can Win Gold With Sport Sponsorship

How Brands Can Win Gold With Sport Sponsorship

The tremendous opportunities afforded by international sporting events means that brands are often fighting to come up top in this highly competitive arena. With the Rio Olympics underway, now is an opportune time for marketers to reflect on what they should be considering when developing their sponsorship strategies for sporting events. Much like athletes, we shouldn’t forget that it pays to play to your strengths.

Here I’ve outlined five rules for brands to follow when considering aligning with a sporting event:

Reinventing brand: how can Nokia change the narrative to build new equity?

Reinventing brand: how can Nokia change the narrative to build new equity?

Nokia’s plan to get reintroduced into the mobile market places a lot of emphasis on its brand. A 10-year contract means there is a long-term vision set for realising an ambitious plan. Reinventing the brand to drive this ambition is critical as Nokia today lacks the impetus to attract new and younger audiences who are not familiar with its past achievements.

How to win the brand authenticity test on digital

How to win the brand authenticity test on digital

With the digital age giving rise to new customer experiences translating brand authenticity for the digital space and pushing smart brands to be true to who they are become even more imperative. Brand authenticity is a reflection of competence, character and story. It is achieved when brands deliver on what they promise, whether in products, services or experience.

Uber’s rebrand: Good business or bad branding?

Uber’s rebrand: Good business or bad branding?

Uber’s rebranding has met with a wave of derision from the business, marketing and technology worlds. The twitter community has lamented the loss the brand’s distinctive ‘U’ and the lack of obvious references to its core business of moving people from A to B. Above all, the micromanagement of the two-year process by Uber CEO and co-founder Travis Kalanick – an engineer by trade – has commentators questioning his priorities. Unfavourable comparisons are made with the light-touch rebrands of Google and Facebook which kept colours and references that consumers are familiar with.