Once an emotional connection has been established between a brand and its consumers then line extension can only dilute its meaning in the market.
Some business leaders look at the logo as an extension of their egos and thus making the logo bigger satisfies their vanity.
Getting consistent quality of work from your creative talent is a collective responsibility because you can’t get good work from a bad brief.
In my induction into advertising I was instructed to get into people’s minds as a habit of nature.
If the primary value for a hospital’s emergency unit is Speed, and that for a bank is Trust, then what should the core value of an interactive advertising agency be?
70 percent of the African population is Anglophone, 12 percent Francophone, 10 percent Kiswahili, 10 percent Arabic
In a modern world fully equipped with Google Translate there is no reason not to target a country that has chosen to speak a different European language as a result of their colonial history
One thing that’s caught my attention is the different reasons why executives attend the PAMRO All Africa Media Research Conferences and especially the three types of people who register for the event
It takes a firm and resolute character to bounce between tough clients and a stubborn art department, so grow a backbone and take control of the process
Everybody would like to know how to write the type of thrilling content that pulls the heartstrings of their customers.