Marketing

Instead of aimlessly pursuing brilliance the next time you set out to find a fantastic idea, whether on your own or as part of a team, try starting with the question of what the w…

In 1987, Volkswagen decided to put more marketing effort into the Golf model, the second generation. Paula Hamilton played a woman who made the decision to divorce her husband.…

Bartle Bogle Hegarty's (BBH) work for Levi's between 1985 and 1998 was one of the most honoured and acclaimed in the advertising industry. It crafted a fantastical America of sile…

Since its debut on May 5, 1921, Chanel No. 5 has been one of the world's best-selling fragrances, despite its high price tag. Almost nothing about the packaging has changed since…

Levi Strauss & Co. was founded on the West Coast to serve immigrants seeking the American Dream, and the firm eventually shifted focus from workwear to casualwear to appe…

To illustrate how trustworthy it is while simultaneously poking fun at its product (as its audience did) and admitting that it is very unattractive. The most iconic and effecti…

Collett Dickinson Pearce had recently picked up the Parker Pen account. Parker wasn't a brand for the masses. In 1975, Parker introduced the Parker Lady, a smaller and more ele…

Brand image and brand identity—I realised that most people do not have a firm grasp of these concepts. Frequently, I have discovered that businesses turn to agencies for assistanc…

The Heinz brand of tomato ketchup has some staggering market shares in some continents. In Europe, where the brand is well recognised and respected, it has an 80% market shar…

Dunlop Rubber started making condoms in Australia in the 1890s. Dunlop employee Eric Ansell purchased the condom manufacturing machinery in 1905 and went on to form Ansell Rubber.…

A plastic toy Fireman with a National battery in it, as a voice declares in Japanese that scaling a skyscraper is this year's National Neo High Top challenge. The toy plays h…

Commercials for Skittles have a long and glorious record of being both hilarious and delightfully offbeat. The Midas Touch, after the myth that served as inspiration for the co…

In 1985, Boase Massimi Pollitt (BMP) was selected to handle advertising for The Guardian, and during that time, the agency produced several remarkable campaigns. Scenario Th…

Businesses need to get rid of failed brands or businesses while doubling down on more promising ones, much as getting in shape involves reducing fat while growing muscle. Companie…