Corporate America Chases the Mythical Millennial
(The New York Times, 26.05.16)
If you’re reading this article voluntarily, you’re probably not a millennial, because everyone knows millennials don’t read news. In fact, there’s a pretty good chance you look down on millennials. Perhaps you consider them entitled, indulgent, needy and a little too much to bear—or maybe you’re simply skeeved by their weird headgear, strange hieroglyphs and intricate courtship rituals.
Four Ways Collaboration Can Invigorate Marketing
(Fourth Source, 23.05.16)
If insanity is doing the same thing over and over again and expecting different results, why do most brands rely on the same tired old formulas in marketing by broadcasting identical content across TV, physical ad space and even social media platforms? A social presence is wasted when it’s used to talk at, not with people.
What to Consider When Evaluating Potential PR Partners
For many companies, partnering with a public relations agency is a natural step when their aim is to build or enhance their brand. Of course, how successfully these businesses tell positive stories about their brands partially depends on their partners. If you are currently in the process of finding and retaining a PR firm, chances are you have multiple pitches to evaluate. Here are four criteria to keep in mind as you weigh your options.
Pepsi ‘Future Proofs’ Brand as It Increases Focus on ‘Guilt-Free’ Products
(Marketing Week, 18.04.16)
Pepsi is increasing its focus on low-calorie and “nutritional” innovations in a bid to “future proof” the company and respond to consumer appetite for health and wellness products.
“A brand is a metaphorical story that connects with something very deep—a fundamental appreciation of mythology.” —Scott Bedbury