When Naomi Klein wrote her book No Logo ten years ago, I refused to waste my time making a comment because it was so void of value for the reader that it would die a natural death. I believed the minor sensation it created was mostly on college campuses and in the offices of a few business executives.
As we age our nostalgic yearnings grow, making us more receptive to advertisers and marketers use of what researchers call “a longing for positive memories from the past.” In addition to time’s arrow, this desire for nostalgia is further intensified by society’s present circumstance of receding predictability and opportunity.
For the past ten years, when conducting brand education workshops, we have often included a “branding water” case study.
We’re taking a moment today to share a very powerful internal brand education seminar. We constructed “The Art & Science of Brand Management – Proven Tools & Techniques for Creating Winning Brands” for those organizations that desire to bolster the toolbox of their marketers in a comprehensive 3-day format.
The high price of a Super Bowl ad leads many brands to explore how they can maximize their association with the Super Bowl well beyond their 30-second spot.
