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    1. The Power of Brand Image in B2B

      The Power of Brand Image in B2B

      Some B2B marketers shy away from ever uttering the term “brand image.” After all, the very notion of “brand” is suspect in many sales or manufacturing-driven B2B organizations. Adding the term “image” (common in B2C) likely reinforces the misimpression among doubters that branding is too soft a discipline to generate any hard cash at the […]

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      Mentions: RFP
    2. These Are the Fundamentals of Digital Storytelling Today

      These Are the Fundamentals of Digital Storytelling Today

      Digital storytelling is evolving for brands, advertisers, filmmakers, and tech companies. While the basic principles of storytelling remain unchanged, how to tell a good story has changed. Emerging technologies have created new opportunities for advertisers, brands, and platforms to engage and provide new contexts in which audiences, brands, and advertisers can interact. This cross flow […]

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      Mentions: Digital CMO
    3. The Future of Lifestyle Branding: The Top 5 Most Wanted

      The Future of Lifestyle Branding: The Top 5 Most Wanted

      “We found that consumers are generally becoming more selective about their spending. They are allocating more of their income to lifestyle services and experiences – over half plan to spend more on leisure and entertainment.” – McKinsey Lifestyle branding is increasingly the Holy Grail for many brands, but what defines the ‘lifestyle’ offer now and which […]

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      Mentions: Equinox
    4. Using Storytelling to Build Trust in the Era of Fake News

      Using Storytelling to Build Trust in the Era of Fake News

      Daniel Craig, who recently discussed the importance of strategic digital storytelling at the HSMAI Digital Marketing Strategy Conference 2017, New York City, first learned about the power of social storytelling in 2006 as marketing director for Opus Hotel, Vancouver, when he launched the industry’s first blog. “In our blog, we talked about typical issues. What to […]

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