BRANDS, CONSUMERS AND TWITTER: WHAT TWEETING BRANDS NEED TO KNOW
Twitter and Isobar UK have published a new research study that examines “unconscious cues” that drive brand perception on Twitter. Given the growing importance of Twitter to brand marketers, this study needs to be read by all brand marketers. The study created fictional brands to [...]
THE ROLE OF SOCIAL MEDIA IN BRANDING
Brands are stories, and like all other stories, they have to be communicated. A story unheard is not a story. A story not understood is not a story. And clearly, a story not believed turns into something altogether different. The brand as a story has to be [...]
SOME THOUGHTS ABOUT THE BUSINESS AND LAW OF BRANDING
We communicate through storytelling. Everything we say and everything we perceive as reality moves instantly from the present into memory. How those memories are categorized, stored, recalled and perceived is in the context of the story in which we have placed them. All of us [...]
ABOUT THIS BLOG
I am one of the lucky ones. From my first days as a lawyer 30 years ago, I was lucky enough to work with great brands like Sesame Street and the Muppets, Orville Redenbacher, Monopoly, Kraft Foods and Paul Masson. I since have worked with [...]