Don’t say ‘avail’: the language and position of the communicator
Imagine telling someone you are thirsty and being given the response, “Avail yourself of a sweetened, ...
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Tag: Pierre Mare
Third-party cookie deprecation… why it matters and where next?
If you haven’t been mixed up in SEO or don’t follow the trade press, Chrome (read ...
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Corporate social investment, value creation and the story brand
The shift to purpose-driven corporate philosophy asks the organization to add an additional layer to value ...
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Beyond AIDA: Brand salience and resonance
Back in the 90s, I used to ask why we were doing an ad? The answer ...
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The net promoter score: The brand manager’s go-to diagnostic
The net promoter score survey, introduced by Fred Reichheld in 2003, is the simplest survey around. ...
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Double vision: Managing the present and future brand
How much is your brand worth to your organization, and how do you manage it? What ...
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Values: Tearing down the posters on office walls
Values are a relatively new addition to the pantheon of corporate philosophy, supplementing the traditional vision ...
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