Points Of View

September 2010
Post-recession Marketing: Addressing a New, More Mindful Consumer
As economies recover around the world, global marketers face new challenges in relating to consumers. A new post-recession era is dawning. Consumers have revised their priorities, and advertising needs to speak differently to these consumers in the years to come if brands are to survive and thrive.
July 2010
Emotion in Advertising: Pervasive, Yet Misunderstood
Advertisers talk a lot about the importance of generating an emotional response from people. However, they rarely stop to specify exactly what characterizes such a response or why they believe it is important.
June 2010
Shopping: Not About Product or Place, but Interaction
Marketers want people to get closer to their brands, but retailers have always owned the direct relationship with shoppers. Retailers diligently research shopper needs, motivations, and behaviors to find ways to improve the experiences of people visiting their stores, but they do this more for their own benefit than for any individual brand (save their own private labels).
May 2010
Neuroscience: A New Perspective
The merits of neuroscience-based techniques continue to spark debate. New papers and articles persist in asserting that scientists’ increased understanding of the brain will change marketing and the way we measure its results.
March 2010
Maximizing the Value of Viral Video: Creativity Rules and Reach Still Counts
Technology is changing faster than human nature. This is a fact that marketers would do well to remember when they want an online video to go viral. Compared to traditional paid TV advertising, encouraging people to pass on a video to friends and family is highly attractive in these budget-constrained times.
February 2010
Social Media: Fans and Followers Are an “End,” Not a “Means”
The last couple of years have seen some massive changes in our world. The financial bubble that reached its peak in 2007 popped, leaving us to enjoy what has been dubbed “The Great Recession.” The Dow Jones plummeted, along with consumer confidence.
January 2010
The Advertiser's India: One Country or Many?
As the focus of global business shifts firmly to the BRIC economies, marketers and advertisers face an increasing need to understand the marketing environments in those countries. What brands do their consumers desire? What advertising resonates within their borders?
December 2009
Brand Building in Africa in 2010: A Field Guide for the Final Frontier
In July 2009, U.S. President Barack Obama visited Ghana, and for a few brief days the world’s attention focused on Africa. Coming from the region of the world that has traditionally been known for war, famine, and disease, the images of America’s first black president visiting the continent where his father was born caused many to view Africa in a new and thought-provoking light.
November 2009
Ads That Travel: Planning a Safe and Profitable Journey for Your Campaign
For those of us who love to travel, the variety of cultures around the world is endlessly fascinating. The Pyramids of Giza, the bright lights of Ho Chi Minh City, and the Gaudi architecture in Barcelona all attest to the rich and unique history of each place.
October 2009
The Keys to Brand Success
Strong brands drive the financial performance of many successful companies. How do brands become strong? By virtue of the relationships that consumers develop with them.
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