From “shared value” to “brand purpose” to “social responsibility,” the business world has no shortage of concepts, guidelines, and frameworks for how to prosper while doing good. Companies today are quick to promote their own uniquely benevolent vision.
Five years ago, AMD was known primarily as a supplier of processors and graphics cards for PCs and gaming consoles, with $5.3 billion in yearly revenue. Read More
Learn about the quick-hitting things you can do now to begin building your brand at work.
When you’re an employee, you often think you’re expected to only do what you’re told, and you don’t always see your knowledge as valuable. The employee mindset doesn’t challenge leadership or other team members to enhance or create a new, innovative way to perform an existing process. Read More
Great creative is the second biggest driver of advertising profitability. When it comes to the fast-paced world of advertising there’s rarely time to thoroughly test your campaigns preflight to know whether your creative will hit the mark. Read More
If you have written 10 books (including Reap3r, Veil, Breach, Borderless, Bandwidth, Cumulus, Neon Fever Dream, Exit Strategy, Power Play, and Version 1.0), which have won both critical and popular acclaim, and continue to churn out thought provoking content with high velocity and substance, then you are definitely Eliot Peper. Read More
If creativity is future-proof, there is no better storyteller than Beat Kaspar Baudenbacher to wave that flag.
Beat(pronounced as Bay Yacht) is the Co-founder and Chief Creative Officer of loyalkaspar, an agency that helps brands connect withaudiences through the purposeful union of strategic insight and creative ingenuity. Read More
Branded is a weekly column devoted to the intersection of marketing, business, design, and culture.
Just five years ago, Uber’s public reputation seemed like one big car wreck. Everything you heard about the brand back then—from the way it bullied its business into resistant markets and its treatment of drivers to a discriminatory and bro-ish corporate culture under founding CEO Travis Kalanick—was off-putting. In 2017, #DeleteUber was trending on social media, and some half a million users requested to have their accounts canceled.
Editor’s note (2022): To mark our 100th anniversary, we’re highlighting 12 of our very favorite articles. Subscribers can access all 12 at any time and, for nonsubscribers, we’re unlocking one per month this year. For August, we’re sharing Thomas H. Davenport’s 2006 article that revealed a new breed of competitor—companies like Amazon, Procter and Gamble, and Progressive—that transformed analytics from a tool into a strategy.
The Metaverse. NFTs. Virtual humans. There’s no small amount of hype around these new forms of digital engagement, but how should brands use these tools to influence people effectively?
The new wave of digital tools is designed to transport us to virtual realities; a world of digital people, possessions, and spaces. The tools may be new, but the art of storytelling is not. It has always been about creating meaningful human experiences through virtual realities. Read More
