Marketing

When you set up a small business, you won’t have the multimillion pounds needed to create a successful global brand and to begin with, your company branding may just consist of a logo. The difference between branding for big businesses and small businesses is huge though and you can still use some of the tactics

Settling the Oldest Argument in Advertising Branding and marketing have almost become crossover words in business and you can’t have one without the other to run a successful company. But why are they so important and what’s the difference between them? Branding originated as a way for people to mark goods  which belonged to them. One

Last week, my co-columnist Giovanni Rodriguez and I conducted a webinar to launch our new book “Latinosphere: Marketing With Latinos in the Age of Digital.” Thanks to ClickZ’s organization, we had many participants and a great conversation. More about that later. Both Giovanni and I have been writing for this column for almost two years.

Pay-what-you-can sales have been popping up on the websites of freelancers and consultants I follow lately, almost as if there is a trend pushing this sort of promotion. The sales follow a fairly set format: there’s a specific product, rather than an open-ended service. Depending on the freelancer in question, the product might be an

Charming ad character now insipid By Tim Nudd Progressive Insurance is surely longing for the days when the Internet’s most pressing question about its spokeswoman Flo waswhether she is hot or not. Matt Fisher’s devastating Tumblr post about the death of his sister, a Progressive customer, in a car accident—and his claim,though the company denies it (UPDATE: which Fisher insists, once

How marketing co-opted yet another musical genre that used to be cool By David Griner Kmart: Back to School (2012) Track: “Phunkshock” by Matroda Is this the death knell of dubstep? This is actually one of the better dubstep tracks used in ads. But it’s hard to believe there can still be anything hip or underground about

Last week a picture of a defaced Go Compare billboard was doing the rounds on Twitter. I thought it was funny and thought it was real. This was until yesterday when I was driving through Sheffield and saw two billboards with similar ‘graffiti’ a couple of streets away from each other. It was too much of

Having done a bit of competitive running back in the day, we know the importance of light footwear. But at a certain point, how much does it really matter? After all, shoes just aren’t all that heavy when compared to the foot and the muscle to which they are attached. Especially the foot and muscles

British-born David Ogilvy was one of the original, and greatest, “ad men.” In 1948, he started what would eventually be known as Ogilvy & Mather, the Manhattan-based advertising agency that has since been responsible for some of the world’s most iconic ad campaigns. The fascinating letter below, written by David Ogilvy in 1955 to a

Adidas is known as “the mark of three stripes.” In this  campaign by Wong Doody  for the footwear giant, it was a natural icon to leverage in point of sale and print  .  Circa 2001.