Apple and Google world’s most valuable brands for fifth year

Apple and Google have have been named as the world’s two most valuable brands for the fifth consecutive year in the Interbrand 2017 Best Global Brands report.

The two tech giants were joined by three brands that cracked the top 100 for the first time: Ferrari (#88), Netflix (#78) and Salesforce (#84).

The report, now in its 18th year, based its ranking on a brand’s financial performance (in terms of products and services), the influence it has on consumer choice and the strength it has to command...

By Colm Hebblethwaite, 25 September 2017, 0 comments. Categories: Branding.

How to be an effective social media marketer in 2017

It can be an immense challenge breaking through the clacks and clangs of the noise constantly being generated on the web. Especially if you’re in the B2B space, the desire to be heard is almost greater since your company is relying on you to spread the word about an event or product release.

If you’ve ever worked on a marketing campaign, you know that the most important aspect of the efforts involved is to convert leads. Lead gen is by far the highest value any type of initiative can bring back to...

By Mandy Fisher, 29 August 2017, 0 comments. Categories: Branding, Social Media Marketing.

What can brands learn from the #WalkersWave and Burger King “OK Google” campaigns?

You can’t go very far within the world of marketing and brands without hearing the latest buzzword – personalisation. Everything is about personalisation, and with advances in technology and the use of data, marketing is becoming increasingly personalised and social. Many brands are already making the most of this shift by creating innovative and engaging campaigns which allow consumers to interact with the content.

However, as last week’s National Lottery campaign for the World Athletics...

By Phil Aiston, 23 August 2017, 0 comments. Categories: Branding, Content Marketing, Personalised Marketing, Social Media Marketing.

Why brands should cash in on 'festravel' this summer

Brands should pay close attention to the music scene this summer as thousands of Brits will be packing their passport along with their face paint to flock to faraway festivals. That’s according to new data from lastminute.com group that points to ‘festravel’ – travelling abroad to a music festival – as one of this year’s biggest trends.

From Spain’s FIB Benicassim to Croatia’s Ultra, Europe’s favourite festivals are set to attract...

By Alessandra Di Lorenzo, 15 August 2017, 0 comments. Categories: Branding.

Identifying your top brand advocates – by filtering the recommendations

Do all recommendations carry equal clout? The short answer is no - but by taking a closer look at who is saying what, it is possible to identify your top brand advocates.

With so many purchases being fuelled by recommendations from friends and family, it is easy to see why word-of-mouth marketing is such as powerful force. After all, who hasn’t booked a holiday, visited a restaurant, watched a TV show or had their car serviced at a local garage after hearing about a positive experience from someone they...

By Chris Cowan, 09 August 2017, 0 comments. Categories: Branding, Content Marketing, Data-driven marketing.

Building the consumer relationship for brands and publishers: It’s all a question of trust

Recent research from Reuters reveals most people don't trust the mainstream media and are even more suspicious of social media.In addition, research from Rakuten Marketing suggests people increasingly see advertising as being linked to fake news and mistrusted content.

Whilst lack of trust is damaging the relationship between consumers and brands, 

By Jon Cornwell, 09 August 2017, 0 comments. Categories: Branding, Content Marketing, Customer Experience, Publishing.

Game changer: The iPhone celebrates its 10th anniversary

A decade ago the world was a very different place. A young website called Youtube had been founded two years earlier and the 6th edition of the iPod was the must-have consumer product.

Until a certain, era-defining product called the iPhone dropped into the hands of consumers on this very day 10 years ago.

It can be difficult to recall exactly what life was like back in the pre-smartphone dark ages, such is the seismic changes that have followed since 2007.

In 2017 there are around 2.39 billion smartphone...

By Colm Hebblethwaite, 29 June 2017, 0 comments. Categories: Advertising, Branding, Mobile Marketing.

Where next for flexible branding?

Branding styles and trends are ever changing – from the hand painted calligraphic signs of the forgotten age to neon, ever-moving brands of today.

Every few years a new style comes into fashion (or more often, back into fashion). 

Flexible identities is the trend that’s been developing in the last four to five years. Every few months you’ll see an article labelling it as the future of branding. But is it really?

Let’s find...

By Nick Pomeroy, 14 June 2017, 0 comments. Categories: Advertising, Branding.

How to drive media buying ROI through an integrated platform

When you buy a new car, all of the essential features are already built in. You don’t need to drive around from vendor to vendor to have your stereo, cruise control, power windows, and air conditioning installed. That would be a nightmare — and so would the ongoing maintenance of those features. You’d have to juggle several different contracts and develop relationships with each individual manufacturer.

Unfortunately, unlike car buying, digital media buying has long reflected this arduous,...

By Sean Cotton, 31 May 2017, 0 comments. Categories: Advertising Technology, Branding, Data-driven marketing.

What is the true value of your mobile app real estate?

How many branded apps does your brand maintain? What is the “real estate” value of these apps? Unlike bricks and mortar, the key phrase in branded apps is not location, location, location, but is engagement, engagement, engagement, carefully, methodically linked to the brands your important customers experience (UX).

What is a branded app? It is simply an application normally placed on a mobile device that a brand or company uses to reflect and promote its brand identity. The app features the brand’s values, colors,...

By Thaddeus Kubis, 30 May 2017, 0 comments. Categories: Branding, Gamification, Mobile Marketing.