At its best, partnership marketing is the co-creation of ideas to make both brands more effective, compelling and useful to consumers. Our Marketing Manager, Harriet Ghaui, takes a look at cases ranging from Red Bull and GoPro to Magnum x Moschino, and shares five ways for businesses to avoid trading in their long-term brand equity for a short-term sensation.
As an agency that champions the power of ideas, it’s no wonder that there are some out there that we wish we could call our own. Ideas that are beautiful and mind-blowing in their simplicity, colossal in their ambition, or ones that harness deep, human truths. Here are just a few of those leading lightbulbs.
Join us for our Partners' Partners event with Marcus Lyon and Jim Sutherland to explore the notion of identity and hear the story, and stories, of Somos Brasil - a project that documents over 100 Brazilians through photography, recorded sound and DNA sampling, to define an identity of a truly global nation.
Advertising legend William Bernbach said, “Creativity is the last unfair advantage we're legally allowed to take over our competitors.” The most valuable currency in business isn’t technology, or offices, or even talent, which will always come and go – it’s ideas. Ideas solve problems. Ideas invent what’s next. Ideas inspire people. Ideas last. And best of all, anyone can have them. For free.
Most marketers and brand managers will know intuitively that once you identify the core ‘brand language’ it would give the brand a lucid sense of purpose that has clear strategic imperatives. But if the smart and succinct wording is recognised as best practice for brand strategies, why – more often than not – do we see reams of overcomplicated text instead?
All brands aspire to become iconic, but very few achieve it. Uri Baruchin unpacks three patterns that successful brands have in common, looking at how the likes of Mastercard, Airbnb, Spotify, Snapchat, and Coke have pared down their logos and identities in the hope of creating better cut through in digital environments.