Point of View

The first suggestion Lord & Thomas  (the advertising agency) gave their client American Tobacco must have flummoxed them: stop advertising most of your brands. Albert …

As human companies transition into dog, cat, and other pet items, the border between human and pet food continues to blur. Clif Bar, an energy bar company, aims to launch a pla…

Luciano Benetton admitted that Benetton's early focus was on ensuring that the product met demand and that they did not have to advertise. When they began exporting, he realised t…

In 1956, Vincent T. Cullers set out on a mission to revolutionise the industry. So that it would finally start serving a market that it had been neglecting for far too long. There…

Heinrich Engelhard Steinweg was born in Germany and raised there. He began his career as a carpenter before becoming an apprentice to a musical instrument maker. And then he st…

Karl Lieberman & Brandon Henderson were college mates and then creative partners at Euro RSCG in 2007. They had been working with the Mexican beer brand Dos Equis for some …

Observe how other private labels have developed around the globe. Global retail leaders have demonstrated that a strong private-label product line can be a key component of a stor…

In the 1920s, MIT and Harvard researchers explored the correlation between working conditions and productivity at Western Electric's Hawthorne factory outside Chicago. To do so, t…

Johnnie Walker was seeing declining sales in 1999. Volume sales had decreased by 14 per cent, and market share had also been steadily losing momentum. Bartle Bogle Hegarty was …

If you work in marketing, you've probably heard about the terms 'brand community' from your bosses. You may have a rudimentary understanding of how to get started, such as by …

A rise in interest in pets is being generated by those who have adopted pets as a form of companionship in the wake of the pandemic. Pet businesses & internet marketplaces hav…

In 2010, Volkswagen had started planning for airing commercials during the 2011 Superbowl. It was gearing up for a major push in the international markets, especially the US. …

Felix Baumgartner approached RedBull before it reached him, asking them to sponsor him in a BASE (buildings, antennas, spans/bridges, and earth/cliffs) jump from the 860-foot New …

There were many other images of Santa Claus around the world before 1931, including a tall gaunt man, an elf, and even a terrifying Claus. Santa Claus had mostly evolved into t…