disconnect

If the celebrity used represents values that conflict with the brand values and positioning, the advertising will create a conflict in the minds of the target audience who may reject the proposition. For instance Toyota, one of world’s leading auto manufacturing companies. Toyota chose...

Brand-celebrity disconnect If the celebrity used represents values that conflict with the brand values and positioning, the advertising will create a conflict in the minds of the target audience who may reject the proposition. For instance Toyota, one of world’s leading auto manufacturing...

In most companies, no one knows and understands your customers and their changing needs better than the marketing department. Certainly that knowledge should be routinely presented and understood by the chief executive and board of directors, right? But over time, and for a number of reasons...

I wonder why a brand chooses to launch its “fall collection” in the middle of April? Is it because some people forgot their geography lessons and conveniently moved us to some spot in the southern hemisphere? Or because that’s the only way they can drive home a laborious visual pun of...