What’s the first thing you need in order to create a brand? There are a lot of ideas, books and articles in which people are pointing out what you need in order to create a brand. Some of them are talking about the product behind the brand – this is true. Others are talking about […]
Brands have the power to democratize industries
A few days ago I reread this article that explaines the times in which we live: Uber, the world’s largest taxi company, owns no vehicles. Facebook, the world’s most popular media owner, creates no content. Alibaba, the most valuable retailer, has no inventory. And Airbnb, the world’s largest accommodation provider, owns no real estate. Something […]
Stop being other influencer and start building your own way in this culture
I’d started to write this blog post I was thinking about the evangelist’s struggle of today and I wanted to write it here. But still, I think we should focus on a much more important topic – if you follow those influencers/evangelists from your area, it doesn’t mean you can be like them. For some […]
Why are we afraid of the word “advertising”?
I look around me and I see more and more people from the advertising industry (marketing, digital marketing, social media, PR, etc.), running from the word “advertising”. And not only that, they are even ashamed of this field. They wrap it in other more pompous and trendy words like storytelling, content marketing, programmatic advertising, social […]
Now is the time for brands to start using Instagram
In 2013 when I launched the first e-book on Instagram in Romania there were voices who said that a sane company would not give more than 3 minutes for a campaign on this network. Of course, at that time, Instagram was just a network for hipsters fleeing from Facebook or Flickr because they just wanted […]
5 branding lessons from the WWE wrestlers
It might seem strange but everything in wrestling (WWE) is about branding and content marketing. That people who do branding and people interested in the building of a brand should have to spend at least three hours a week in front of the TV watching John Cena, Undertaker, Ray Misterio, Batista, etc. How do I […]
Brands have senses as well
Sometimes personifying certain things helps us get a better understanding of them. When I was a kid if I happened to hurt a cat I would usually be pulled aside and told “it’s hurting the cats just as much as it hurts you when you injure your foot “. This way I got a better […]
A Story Without Proof is a Meaningless Story
Marketers do not lie, they’ve never lied (if we were to live in a perfect world). Maybe at the beginning when they were still rookies and didn’t know what’s what yet. But they’ve learned that in marketing there are no lies, just stories (or at least that’s how it should be). People/Clients/Consumers took the bait […]
The First Step Of a Brand on Instagram: The Decision
The most difficult step you have to take when you want to start something is the first step. And this first step you have to take is called: “the decision”. Ah…how strange it felt writing the first sentences of this post, a little too motivational, too Maxwell or who knows what other motivational speaker you […]
A Brand Can Offer More Than Satisfaction
The brand’s role is to present a product. The product is presented under a specific brand, a specific package, at a certain level and under a certain advertising spot. So what is it that a brand does? Exhibits a product.