Bold advertising builds brands that can withstand price wars and it takes a single minded approach to create great campaigns.
In the 80’s and 90’s Nancy Regan championed the Just Say No campaign from insights gathered over the years. Kenyan authorities can borrow a leaf from her efforts.
One of the things about highly competitive market segments is that brands tend to use the concept of ‘monkey see, monkey do’, in that they follow similar strategies for visibility, … Continue Reading Celebrity endorsements are costly but with good return-on-investment
During the ‘cola wars’ between Coke & Pepsi in the eighties, Pepsi launched a campaign dubbed ‘the choice of a new generation’. Unfortunately when translated to Chinese the same campaign … Continue Reading Branding a multicultural organization depends on universal truths