by Alex Valderrama | Feb 24, 2017 | Brand Launch, Brand Strategy, Start-up, Technology
Written by Alex Valderrama, Founder and Principal of Cranium Agency This article was originally written for the World CSR Congress 6th edition. There is an uncanny ability for most consumers to quickly read into a company brand and decide whether the product or...
by Alex Valderrama | Feb 23, 2017 | BNAW 1
Last summer, Campbell Soup Company, Unilever, and GSK Consumer Healthcare respectively began their first foray into marketing that promises to understand and respond intelligently to consumers’ voice-activated queries: Watson Ads. The ad format came about four months...
by Alex Valderrama | Feb 22, 2017 | BNAW 1
The Lowdown has the latest on the snack food marketer’s newest global brand launch and Katy Perry’s new cosmetics line. Source: Lowdown: How a New Mondelez Brand Got Its Name (It’s a Doozy)
by Alex Valderrama | Feb 22, 2017 | BNAW 1
Marketers behind ‘The Lego Batman Movie’ joined forces to take over the box office. Source: Holy Brand Extension! How ‘Lego Batman’ Built Boffo Box Office
by Alex Valderrama | Feb 15, 2017 | BNAW 1
Undertaking a new project can be a painful part of a marketer’s job. Sifting through dozens of potential agencies, processing Request For Proposals (RFP) that can take longer than the work itself, sitting through long, ambitious pitches from agencies you know full...